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[{"id":5302,"title":"This Week\u2019s Influencer: Podcast Marketing Isn\u2019t for the Meek; Measuring Video Is (Almost) a Reality; We\u2019re Fairing Well with Wayfair; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/07\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-podcast-marketing-isnt-for-the-meek-measuring-video-is-almost-a-reality-were-fairing-well-with-wayfair-and-more\/","date":"July 15, 2026","description":"One CMO, six experts, and more than a dozen different marketing headaches. Throw them all together, and what do you get? A fiery edition of\u00a0Media Roundtable, that\u2019s what.\nStraight from Cannes,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) joins a panel of experts to solve every marketing challenge that\u00a0Kim Storin\u00a0(CMO,\u00a0Zoom) throws their way. Hear insights from:\n\n\nDani Feore\u00a0(VP, Industry Sales,\u00a0The Weather Company)\n\n\nDon Sklenka\u00a0(SVP, AI Optimization,\u00a0Claritas)\n\n\nGrace Briscoe\u00a0(EVP, Client Development,\u00a0Basis)\n\n\nElizabeth Dobbs\u00a0(AVP, Marketing Technology, Data & Growth,\u00a0Databricks)\n\n\nMichael Bayston\u00a0(Global VP, Adtech Solutions,\u00a0Acast)\n\n\nThe team talks about the best way to spend $500,000; the creative courage needed in the age of AI slop; and the one thing you need to make podcasting your strongest channel. Let\u2019s dive in.\n\n\u201cIf you just try to make [podcasting] a box you check because you feel like it needs to be a part of a balanced portfolio, don’t bother. Either go big, or go home.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nTake the $500,000 Challenge\u00a0\u2013 You have $500,000 to spend on a test. What do you do with it? The group\u2019s advice: 1) establish a baseline; 2) stop Facebook and Google from grading their own homework; 3) set up a strict control; and 4) make sure you actually stick to your recommendations. Without follow-through, that $500,000 will be wasted. For marketers who want to get the most from their money, their best bet is to have alignment on what that money should be doing before the spending begins.\n\u201cGet Serious or Get Out\u201d\u00a0\u2013 Marketers who get the most out of podcasting are the ones who put the most into it. Some marketers look at podcasting as 10% of their marketing spend, and therefore, only put in 10% (or even less) of the effort. That\u2019s a shame, because they\u2019re missing out. Brands like Shopify and BetterHelp didn\u2019t scale podcasting by checking a box. They went all in, treating podcasting, and podcasting\u2019s biggest fans, as worthy of outsized effort for outsized results. If you\u2019re looking for a role model to inspire your podcasting campaigns, you\u2019d do well to follow their lead.\nShow Some Creative Courage\u00a0\u2013 Marketers have two choices: They can play it safe by using AI slop, or by relying on ads that sound like every other ad. Or they can take big swings that could either fail or succeed spectacularly. Zoom had huge success with a killer influencer program that all started with a one-sentence brief. Good creative doesn\u2019t need two pages of copy and brand guidelines. You just need solid measurement, and the courage to go where others don\u2019t.\nWant more answers to growth marketing\u2019s hardest questions? Check out the full episode below.\n\n\n\n\nThe Classifieds\n\nThis Familial Duo is Serious About Mental Health\nNetwork:\u00a0Voicing Change Media\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a061k\nIf you hurt yourself and can\u2019t walk, you might think it\u2019s time to visit a physician. But we tend to be much less proactive when it comes to treating our mental health.\u00a0Dr. Rick Hanson\u00a0has been a practicing therapist for more than 45 years, having authored multiple books about happiness, self-fulfillment, and positive thinking. He teams up with his son, writer\u00a0Forrest Hanson, on\u00a0Being Well with Forrest Hanson and Dr. Rick Hanson, a show that aims to change the way we think about mental wellness and our health overall.\nWhether they\u2019re interviewing experts or talking amongst themselves, the two hosts discuss crucial health subjects, from the best ways to work through healthy conflict to the importance of dealing with avoidance issues. What sets\u00a0Being Well\u00a0apart from similar shows is its consistent focus on therapeutic practices that can build life-long habits. This is highly recommended for advertisers seeking a strong, well-informed female audience. If your podcast testing strategy needs an expert diagnosis, click below for more details.\nGet The Deal\n\nPress Start on Your New Favorite Podcast\nNetwork:\u00a0Maximum Fun\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a064k\nCuriosity is a central tenet in\u00a0Maximum Fun\u2019s network programming, so it makes sense that the long-time podcast company has found a way to dissect the intricacies of video games in an academic manner.\u00a0The Besties\u00a0podcast combines friendly conversation amongst its hosts (Russ Frushtick,\u00a0Chris Plante,\u00a0Griffin McElroy,\u00a0Justin McElroy) with deep-dive discussions of gaming mechanisms, storylines, and industry news. Now in their 14th year together, the hosts are still lobbing jokes as readily as plasma bombs, and their conversations are just as thoughtful and nuanced as ever.\nThe show\u2019s fanbase remains extremely engaged week over week, and every ad spot is host-read for solely direct-response brands.\u00a0The Besties\u00a0has been a true hit with many male-skewing advertisers, especially those who are looking for tech-focused young professionals and lovers of nerdy conversations. If you\u2019re ready to add this show to your testing library, click the link below.\nGet The Deal\n\nIn Case You Missed It\nHave You Reached Every Single Person in the World? Apparently MNN Has\nMoney News Network\u00a0claims it\u2019s surpassed 10 billion in combined reach across podcasts, newsletters, and social media. The creator-led financial media company reports 110 million podcast downloads, 1.3 million newsletter subscribers, and 105% year-over-year revenue growth to profitability. MNN, which launched in 2023 and remains bootstrapped, has also expanded through a partnership with\u00a0Entrepreneur\u00a0that adds two shows to its network. Reach typically represents unique people. When a company claims greater reach than the world\u2019s population, its numbers should best be viewed with skepticism. Ten billion may be cumulative impressions, but it doesn’t qualify as unique reach. Credible numbers matter, which is why we\u2019re fighting for consistency and transparency through our\u00a0AMP\u00a0initiative.\nRead More\nContextual Targeting Gets Even More Contextualized\nSounder\u00a0has added sentiment analysis to its contextual targeting tools, categorizing podcast discussions as positive, negative, neutral, or mixed. Publishers can use the data to create inventory packages based on both topic and tone. Sounder has not disclosed accuracy rates, validation methods or potential pricing implications as of yet. We know context matters, and matching an ad to both topic and tone could be a meaningful development for contextual targeting. For publishers, the commercial value will likely come from packaging this inventory at a premium. Advertisers should only pay more if the sentiment model is accurate and the targeting proves it truly is added value.\nRead More\nVideo\u2019s Measurement Gap Is Closing\nSignal Hill Insights\u00a0analyzed brand-lift results from nearly 40,000 podcast listeners and viewers. Audio and video ads performed similarly overall, with video showing only small advantages in brand rating, consideration, and purchase intent. Don\u2019t get too caught up in the audio-versus-video debate. The bigger development is that the walled garden in which video exists has been difficult to measure, though Signal Hill at least gives marketers a clearer view of the medium\u2019s impact on brands.\nRead More\n\n#SaveTheLiveReads\n\nYou\u2019re Going to be So Pumped About This Wayfair Find\nScheana Shay\u00a0and\u00a0Kiki Monique\u00a0deliver this week’s #STLR on\u00a0Scheananigans with Scheana Shay, with a\u00a0Wayfair\u00a0read that captures the excitement of finding the perfect piece when you weren’t even looking. Scheana\u2019s admission that some of her favorite home additions, like artwork for her bathroom, came from simply browsing Wayfair\u2019s catalog makes the platform feel less like a shopping destination, and more like a never-ending source of inspiration.\nWhether they\u2019re discussing summer patio upgrades or everyday home essentials, Kiki and Scheana\u2019s conversation highlights the many ways Wayfair makes elevating your space approachable, affordable, and surprisingly easy. This read turns \u201cI need to decorate my home\u201d into \u201cI wonder what I\u2019ll discover next.\u201d If you\u2019re ready to find your next favorite find, listen via the link below.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nPodnews Hypes AMPs Next Major Release\nPodnews\u00a0flagged Oxford Road founder & CEO Dan Granger’s\u00a0LinkedIn preview\u00a0of the forthcoming AMP measurement paper, due to be unveiled at Oxford Road’s\u00a0CAO Summit\u00a0later this month. Dan’s framing was direct: The AMP document is the product of compromise across a coalition that includes competing platforms and publishers, and he acknowledged it won’t satisfy everyone (including himself). The full framework drops next week. Learn more about AMP\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nAshley Warmenhoven\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\nKelsey Odenthal\nBrian Raftery\n\n\n\n ","landing_redirection":""},{"id":5307,"title":"The CMO Hot Seat: Zoom's Kim Storin On 5 Major Challenges And How To Fix Them","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/07\/YouTube-Thumbnails-and-Mailchimp-Header.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-cmo-hot-seat-zooms-kim-storin-on-5-major-challenges-and-how-to-fix-them-2\/","date":"July 15, 2026","description":"One CMO, six experts, and more than a dozen different marketing headaches. Throw them all together, and what do you get? A fiery edition of\u00a0Media Roundtable, that\u2019s what.\nStraight from Cannes,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) joins a panel of experts to solve every marketing challenge that\u00a0Kim Storin\u00a0(CMO,\u00a0Zoom) throws their way. Hear insights from:\n\n\nDani Feore\u00a0(VP, Industry Sales,\u00a0The Weather Company)\n\n\nDon Sklenka\u00a0(SVP, AI Optimization,\u00a0Claritas)\n\n\nGrace Briscoe\u00a0(EVP, Client Development,\u00a0Basis)\n\n\nElizabeth Dobbs\u00a0(AVP, Marketing Technology, Data & Growth,\u00a0Databricks)\n\n\nMichael Bayston\u00a0(Global VP, Adtech Solutions,\u00a0Acast)\n\n\nThe team talks about the best way to spend $500,000; the creative courage needed in the age of AI slop; and the one thing you need to make podcasting your strongest channel. Let\u2019s dive in.\n\n\u201cIf you just try to make [podcasting] a box you check because you feel like it needs to be a part of a balanced portfolio, don’t bother. Either go big, or go home.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nTake the $500,000 Challenge\u00a0\u2013 You have $500,000 to spend on a test. What do you do with it? The group\u2019s advice: 1) establish a baseline; 2) stop Facebook and Google from grading their own homework; 3) set up a strict control; and 4) make sure you actually stick to your recommendations. Without follow-through, that $500,000 will be wasted. For marketers who want to get the most from their money, their best bet is to have alignment on what that money should be doing before the spending begins.\n\u201cGet Serious or Get Out\u201d\u00a0\u2013 Marketers who get the most out of podcasting are the ones who put the most into it. Some marketers look at podcasting as 10% of their marketing spend, and therefore, only put in 10% (or even less) of the effort. That\u2019s a shame, because they\u2019re missing out. Brands like Shopify and BetterHelp didn\u2019t scale podcasting by checking a box. They went all in, treating podcasting, and podcasting\u2019s biggest fans, as worthy of outsized effort for outsized results. If you\u2019re looking for a role model to inspire your podcasting campaigns, you\u2019d do well to follow their lead.\nShow Some Creative Courage\u00a0\u2013 Marketers have two choices: They can play it safe by using AI slop, or by relying on ads that sound like every other ad. Or they can take big swings that could either fail or succeed spectacularly. Zoom had huge success with a killer influencer program that all started with a one-sentence brief. Good creative doesn\u2019t need two pages of copy and brand guidelines. You just need solid measurement, and the courage to go where others don\u2019t.\nWant more answers to growth marketing\u2019s hardest questions? Check out the full episode below.\n\n\n\n ","landing_redirection":""},{"id":5295,"title":"This Week's Influencer: \u201cBe Brave or Be Boring\u201d The Anxious Achiever Warns Brands; Why Just 0.7% of Pods Make It; Dear Media Expands; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/07\/LinkedIn-Mailchimp-Full-Cover-PNG.png","image_alt":"Handle With Care: The Anxious Achiever on How Brands Can Approach Tough Topics","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-be-brave-or-be-boring-the-anxious-achiever-warns-brands-why-just-0-7-of-pods-make-it-dear-media-expands-and-more\/","date":"July 9, 2026","description":"Everyone experiences anxiety on some level, so why do creators and brands steer clear of the topic?\u00a0Morra Aarons-Mele, a.k.a. \u201cThe Anxious Achiever,\u201d is here to explain why addressing tough topics can be a win for audiences, creators, and marketers alike.\nThis week on\u00a0The Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes\u00a0Morra Aarons-Mele, host of\u00a0The Anxious Achiever\u00a0podcast, as well as an author, Harvard professor, presidential campaign strategist, and totally-not-anxious person. Together, they examine the challenges of building a business around an identity, and discuss why brands should align with creators who are brave enough to talk about difficult topics.\n\n\u201cDon’t start a podcast to become rich. But if you have a specific thing that you want to chew over and [want to] get access to people, do it. I can’t normally call up the Surgeon General and be like, \u2018Hey, you want to talk about loneliness?\u2019 But with a podcast, I can.\u201d –\u00a0Morra Aarons-Mele\u00a0(Founder, MHL Partners; Host,\u00a0The Anxious Achiever)\n\nTough Topics Have Loyal Audiences\u00a0\u2013 The conversations that are hardest to have in public build the strongest communities online. Morra and Dan note the value in Morra self-identifying with her brand name,\u00a0The Anxious Achiever, which helps her build trust with audience members. Morra\u2019s followers deepen their connection by buying her books, signing up for her newsletter, or attending one of her live events. That kind of 360-degree engagement is valuable for advertisers, not only because it\u2019s so rare, but because it\u2019s so meaningful. If a topic and show are the right fit for your brand, there\u2019s a great deal to be made: You get to support a positive creator, and they get to align with a meaningful brand. It\u2019s a win for all.\nThe Right Creators Want To Build\u00a0\u2013 Anxious creators shouldn\u2019t measure their worth in dollars. Morra says the best podcasters jump into the medium because they want to have a healthy discourse, not because they want a cash grab. Those who are in it for impact are going to have a better product, because they care about their audience members, and will ultimately win their trust. Marketers would be wise to look for people like Morra, who appreciates the foundation upon which podcasting was built, and who believes it\u2019s a medium for all: \u201cYou don’t have to be rich and famous and powerful and elite to be heard. I think that’s the really beautiful side of what we do that often gets lost. And that is so powerful.\u201d\nAnxiety Over Ads Is Understandable\u00a0\u2013\u00a0In a medium that constantly changes, reliable metrics matter more than ever. Morra notes that\u00a0Unilever is now shifting\u00a0all of its advertising budget to user-generated content. She and Dan also discuss the fact that ads are getting longer, sometimes stretching out to a few minutes. These are both major changes in the podcasting landscape, and Morra says measurement hasn\u2019t kept up. Her access to audience data and ad performance is uneven across platforms, which is another reason why the industry needs a universal, consistent measurement metric. (We recently did an entire Media Roundtable episode\u00a0on this very topic.) Without an industry standard, we can\u2019t assess the current state of podcasting or adapt to future changes. Until then, find creators or agencies that work with an objective measurement tool.\nAnxious for more insights, you Achiever? Check out the full episode of\u00a0Media Roundtable.\n\n\n\n\nThe Classifieds\n\nThis Suite Podcast Gives You Penthouse Access to a Beloved Child Star\u2019s Life\nNetwork:\u00a0Daylight Media\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a075k\nThe group chat is a sacred vessel, full of random bits of humor and history. Actor\u00a0Dylan Sprouse\u00a0is bringing his eponymous chat with fellow host\u00a0Brendan Columbus\u00a0to life in Wildmen with Dylan Sprouse, a new podcast from\u00a0Daylight Media. The twosome have been friends since college, and though Sprouse had a very different childhood, he and Columbus have more in common than you\u2019d think.\nWith the upcoming birth of Sprouse\u2019s first child, this new series provides an inside look at a watershed moment in his life. And while nostalgia will drive a lot of the engagement for the show\u2019s first episode, which debuts July 14th, fans will stick around, thanks to the show\u2019s top-tier slate of guests, as well as the duo\u2019s natural chemistry. Advertisers who want to reach pop culture-obsessed millennials are highly recommended to test. Your wildest dreams await if you click the link below for more information.\nGet The Deal\n\nYou\u2019re Invited to the World\u2019s Most Inclusive Boardroom Chat\nNetwork:\u00a0Impressions.fm\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a0300k\nMichelle Toh\u00a0has lived a busy life as a business and tech reporter for such outlets as\u00a0CNN,\u00a0FORTUNE, and\u00a0The New York Times. Her weekly entrepreneurship-focused podcast,\u00a0Behind the Business with Michelle Toh, is now in its second season, and the show finds Toh sitting down with a cadre of impressive guests:\u00a0Airbnb\u00a0co-founder and current CSO\u00a0Nathan Blecharczyk,\u00a0IM8\u00a0CEO\u00a0Danny Yeung, and\u00a0Factor\u00a0CEO\u00a0Adam Park.\nWhat sets Toh\u2019s show apart from other podcasts is her central belief that business is always personal, and that stories about world-changing figures include gems of knowledge everyone can use. Toh approaches these interviews through a journalistic lens, aiming to provide insights for her audience without resorting to ego-boosting or PR talking points. Behind the Business has attracted a strong audience of self-starting women who are seasoned in their roles, but who are seeking guidance as they scale up their careers. Get behind this podcast\u2019s continued success by clicking below.\nGet The Deal\n\nIn Case You Missed It\nBe Prepared For a Wave of Political Radio Ads This Fall\nThe\u00a0Supreme Court\u2019s\u00a0recent decision allowing political parties to coordinate unlimited spending with federal candidates could complicate local broadcast inventory management heading into fall elections. Because coordinated party-candidate buys may now qualify for the lowest unit rate, political dollars could buy more TV and radio inventory than they did when more spending flowed through higher-priced outside groups. This is mostly a local TV issue, but radio is not immune. If political dollars can stretch further under the lowest unit rate, competitive markets could see tighter inventory and more schedule disruption. Marketers planning local radio in September or October should lock inventory earlier and pressure-test availability market by market.\nRead More\nPodcasts = Easy to Launch, Hard to Sustain\nNew podcast launches continued to slow in the first half of 2026, with\u00a0Podchaser\u00a0reporting 153,767 new shows worldwide, down 14% from the prior year. The data suggests the post-pandemic boom has normalized rather than signaling a category decline. Survival remains difficult, though: Nearly 42% of new shows had already stopped publishing by the end of June, and only 0.7% reached a\u00a0Podchaser Power Score\u00a0of 50 or higher, reinforcing how hard it is for new shows to build meaningful audience scale. But fewer launches do not mean podcasting is shrinking: More than 150,000 shows in six months is still a plethora of new supply. Starting a podcast is easy; building one with a durable audience and advertiser value is not. For marketers, the opportunity is still in proven shows with consistent publishing, demonstrated audience behavior, and host trust.\nRead More\nDear Media Is Not Just a Podcast Network Anymore\nDear Media\u00a0is expanding beyond podcasting into live events, creator-led brand experiences, and potentially consumer products, positioning its shows as the foundation for a broader lifestyle business. The network has used sold-out live shows and brand partnerships with companies like\u00a0Threads\u00a0and\u00a0Pinterest\u00a0to deepen audience connection beyond the podcast feed. Founder and CEO\u00a0Michael Bosstick\u00a0framed the company\u2019s future as a holding company across media, entertainment, live events, technology, and\u00a0CPG, with podcasting serving as the springboard rather than the endpoint. For strong creator-led brands, these host-audience relationships can now extend well beyond the ad read. That creates more ways for advertisers to participate, but also raises the bar on fit. Marketers need to know whether they are adding value to the creator\u2019s ecosystem or competing with it.\nRead More\n\n#SaveTheLiveReads\n\nYour Honor, This Silk Blouse From Quince is Criminally Good\nBarb McQuade\u00a0and the crew of the hit legal show\u00a0#SistersInLaw\u00a0earn this week’s #STLR with a\u00a0Quince\u00a0read that feels like a genuine conversation between friends. The standout moment arrives when Barb raves about Quince’s washable silk blouse, turning a simple product feature into a relatable real-life story, one that can be appreciated by anybody who’s ever worried about ruining a favorite shirt. She also discusses purchases for both herself and her husband, making for an endorsement that feels authentic from start to finish. This is lifestyle marketing at its best: Practical, personal, and effortlessly persuasive.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nAshley Warmenhoven\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\nKelsey Odenthal\nBrian Raftery\n\n\n\n\n ","landing_redirection":""},{"id":5298,"title":"Handle With Care: The Anxious Achiever on How Brands Can Approach Tough Topics","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/07\/Captura-de-pantalla-2026-07-08-125205.png","image_alt":"Handle With Care: The Anxious Achiever on How Brands Can Approach Tough Topics","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/handle-with-care-the-anxious-achiever-on-how-brands-can-approach-tough-topics\/","date":"July 9, 2026","description":"Everyone experiences anxiety on some level, so why do creators and brands steer clear of the topic?\u00a0Morra Aarons-Mele, a.k.a. \u201cThe Anxious Achiever,\u201d is here to explain why addressing tough topics can be a win for audiences, creators, and marketers alike.\nThis week on\u00a0The Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes\u00a0Morra Aarons-Mele, host of\u00a0The Anxious Achiever\u00a0podcast, as well as an author, Harvard professor, presidential campaign strategist, and totally-not-anxious person. Together, they examine the challenges of building a business around an identity, and discuss why brands should align with creators who are brave enough to talk about difficult topics.\n\n\u201cDon’t start a podcast to become rich. But if you have a specific thing that you want to chew over and [want to] get access to people, do it. I can’t normally call up the Surgeon General and be like, \u2018Hey, you want to talk about loneliness?\u2019 But with a podcast, I can.\u201d –\u00a0Morra Aarons-Mele\u00a0(Founder, MHL Partners; Host,\u00a0The Anxious Achiever)\n\nTough Topics Have Loyal Audiences\u00a0\u2013 The conversations that are hardest to have in public build the strongest communities online. Morra and Dan note the value in Morra self-identifying with her brand name,\u00a0The Anxious Achiever, which helps her build trust with audience members. Morra\u2019s followers deepen their connection by buying her books, signing up for her newsletter, or attending one of her live events. That kind of 360-degree engagement is valuable for advertisers, not only because it\u2019s so rare, but because it\u2019s so meaningful. If a topic and show are the right fit for your brand, there\u2019s a great deal to be made: You get to support a positive creator, and they get to align with a meaningful brand. It\u2019s a win for all.\nThe Right Creators Want To Build\u00a0\u2013 Anxious creators shouldn\u2019t measure their worth in dollars. Morra says the best podcasters jump into the medium because they want to have a healthy discourse, not because they want a cash grab. Those who are in it for impact are going to have a better product, because they care about their audience members, and will ultimately win their trust. Marketers would be wise to look for people like Morra, who appreciates the foundation upon which podcasting was built, and who believes it\u2019s a medium for all: \u201cYou don’t have to be rich and famous and powerful and elite to be heard. I think that’s the really beautiful side of what we do that often gets lost. And that is so powerful.\u201d\nAnxiety Over Ads Is Understandable\u00a0\u2013\u00a0In a medium that constantly changes, reliable metrics matter more than ever. Morra notes that\u00a0Unilever is now shifting\u00a0all of its advertising budget to user-generated content. She and Dan also discuss the fact that ads are getting longer, sometimes stretching out to a few minutes. These are both major changes in the podcasting landscape, and Morra says measurement hasn\u2019t kept up. Her access to audience data and ad performance is uneven across platforms, which is another reason why the industry needs a universal, consistent measurement metric. (We recently did an entire Media Roundtable episode\u00a0on this very topic.) Without an industry standard, we can\u2019t assess the current state of podcasting or adapt to future changes. Until then, find creators or agencies that work with an objective measurement tool.\nAnxious for more insights, you Achiever? Check out the full episode of\u00a0Media Roundtable.\n\n\n\n\nThe Classifieds\n\nThis Suite Podcast Gives You Penthouse Access to a Beloved Child Star\u2019s Life\nNetwork:\u00a0Daylight Media\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a075k\nThe group chat is a sacred vessel, full of random bits of humor and history. Actor\u00a0Dylan Sprouse\u00a0is bringing his eponymous chat with fellow host\u00a0Brendan Columbus\u00a0to life in Wildmen with Dylan Sprouse, a new podcast from\u00a0Daylight Media. The twosome have been friends since college, and though Sprouse had a very different childhood, he and Columbus have more in common than you\u2019d think.\nWith the upcoming birth of Sprouse\u2019s first child, this new series provides an inside look at a watershed moment in his life. And while nostalgia will drive a lot of the engagement for the show\u2019s first episode, which debuts July 14th, fans will stick around, thanks to the show\u2019s top-tier slate of guests, as well as the duo\u2019s natural chemistry. Advertisers who want to reach pop culture-obsessed millennials are highly recommended to test. Your wildest dreams await if you click the link below for more information.\nGet The Deal\n\nYou\u2019re Invited to the World\u2019s Most Inclusive Boardroom Chat\nNetwork:\u00a0Impressions.fm\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a0300k\nMichelle Toh\u00a0has lived a busy life as a business and tech reporter for such outlets as\u00a0CNN,\u00a0FORTUNE, and\u00a0The New York Times. Her weekly entrepreneurship-focused podcast,\u00a0Behind the Business with Michelle Toh, is now in its second season, and the show finds Toh sitting down with a cadre of impressive guests:\u00a0Airbnb\u00a0co-founder and current CSO\u00a0Nathan Blecharczyk,\u00a0IM8\u00a0CEO\u00a0Danny Yeung, and\u00a0Factor\u00a0CEO\u00a0Adam Park.\nWhat sets Toh\u2019s show apart from other podcasts is her central belief that business is always personal, and that stories about world-changing figures include gems of knowledge everyone can use. Toh approaches these interviews through a journalistic lens, aiming to provide insights for her audience without resorting to ego-boosting or PR talking points. Behind the Business has attracted a strong audience of self-starting women who are seasoned in their roles, but who are seeking guidance as they scale up their careers. Get behind this podcast\u2019s continued success by clicking below.\nGet The Deal\n\nIn Case You Missed It\nBe Prepared For a Wave of Political Radio Ads This Fall\nThe\u00a0Supreme Court\u2019s\u00a0recent decision allowing political parties to coordinate unlimited spending with federal candidates could complicate local broadcast inventory management heading into fall elections. Because coordinated party-candidate buys may now qualify for the lowest unit rate, political dollars could buy more TV and radio inventory than they did when more spending flowed through higher-priced outside groups. This is mostly a local TV issue, but radio is not immune. If political dollars can stretch further under the lowest unit rate, competitive markets could see tighter inventory and more schedule disruption. Marketers planning local radio in September or October should lock inventory earlier and pressure-test availability market by market.\nRead More\nPodcasts = Easy to Launch, Hard to Sustain\nNew podcast launches continued to slow in the first half of 2026, with\u00a0Podchaser\u00a0reporting 153,767 new shows worldwide, down 14% from the prior year. The data suggests the post-pandemic boom has normalized rather than signaling a category decline. Survival remains difficult, though: Nearly 42% of new shows had already stopped publishing by the end of June, and only 0.7% reached a\u00a0Podchaser Power Score\u00a0of 50 or higher, reinforcing how hard it is for new shows to build meaningful audience scale. But fewer launches do not mean podcasting is shrinking: More than 150,000 shows in six months is still a plethora of new supply. Starting a podcast is easy; building one with a durable audience and advertiser value is not. For marketers, the opportunity is still in proven shows with consistent publishing, demonstrated audience behavior, and host trust.\nRead More\nDear Media Is Not Just a Podcast Network Anymore\nDear Media\u00a0is expanding beyond podcasting into live events, creator-led brand experiences, and potentially consumer products, positioning its shows as the foundation for a broader lifestyle business. The network has used sold-out live shows and brand partnerships with companies like\u00a0Threads\u00a0and\u00a0Pinterest\u00a0to deepen audience connection beyond the podcast feed. Founder and CEO\u00a0Michael Bosstick\u00a0framed the company\u2019s future as a holding company across media, entertainment, live events, technology, and\u00a0CPG, with podcasting serving as the springboard rather than the endpoint. For strong creator-led brands, these host-audience relationships can now extend well beyond the ad read. That creates more ways for advertisers to participate, but also raises the bar on fit. Marketers need to know whether they are adding value to the creator\u2019s ecosystem or competing with it.\nRead More\n\n#SaveTheLiveReads\n\nYour Honor, This Silk Blouse From Quince is Criminally Good\nBarb McQuade\u00a0and the crew of the hit legal show\u00a0#SistersInLaw\u00a0earn this week’s #STLR with a\u00a0Quince\u00a0read that feels like a genuine conversation between friends. The standout moment arrives when Barb raves about Quince’s washable silk blouse, turning a simple product feature into a relatable real-life story, one that can be appreciated by anybody who’s ever worried about ruining a favorite shirt. She also discusses purchases for both herself and her husband, making for an endorsement that feels authentic from start to finish. This is lifestyle marketing at its best: Practical, personal, and effortlessly persuasive.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nAshley Warmenhoven\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\nKelsey Odenthal\nBrian Raftery\n\n\n\n ","landing_redirection":""},{"id":5284,"title":"Are Downloads Dead? Steve Goldstein On the Future of Measurement","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/Captura-de-pantalla-2026-06-26-193055.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/are-downloads-dead-steve-goldstein-on-the-future-of-measurement\/","date":"June 26, 2026","description":"For years, marketers have used downloads to help determine their podcast spend. But now that podcasts exist in so many different formats and spaces\u2014from long-form Netflix videos to short-form YouTube Shorts clips to live shows\u2014it\u2019s harder than ever to determine audience size. With so many platforms in play, how can creators know exactly what they\u2019re selling?\u00a0 More importantly, how can buyers know what they\u2019re getting?\nThis week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts\u00a0Steve Goldstein\u00a0(Founder & CEO,\u00a0Amplifi Media; Adjunct Professor,\u00a0NYU) on\u00a0Media Roundtable\u00a0to talk about how $1-2B in additional growth can be unlocked if we ditch downloads and create a new universal and consistent metric.\nWant the DL on downloads? Join Dan and Steve as they debate new methods of measurement and discuss what buyers need to be paying attention to as podcasting moves into its next phase.\n\n\u201cThe money is going to flow to where the audience is. We have the audience. We have great shows\u2026If we can verify the audience and present it in a unified sort of way, that’s where we need to be.\u201d\u00a0 –\u00a0Steve Goldstein\u00a0(Founder & CEO,\u00a0Amplifi Media; Adjunct Professor,\u00a0NYU)\n\nThe Audience Wants It Both Ways\u00a0\u2013 When it comes to audio vs. video, Steve notes that in numerous studies, audiences have made it clear they want to consume their podcasts wherever and however they can. Despite what \u00a0you might have heard, audio isn\u2019t perishing, and video isn\u2019t always an easy win. So, before you invest in a show, learn how its audience behaves and make sure there\u2019s transparency about whether their audience is listening, watching, or both.\nDownloads Don\u2019t Work\u00a0\u2013 We all know the download has become an unreliable metric, but just how unreliable is it? According to Steve, many shows inflate download counts by as much as\u00a050 percent. That may be why some platforms are moving away from downloads altogether. As Steve puts it: “If more podcasts stream on Spotify, and YouTube’s not even in that business, then we’re really just talking about Apple [in terms of downloads]. And if Apple’s video initiative kicks in, they’ll be out of the download game.\u201d So what will be the best metric in the post-download era? Steve and Dan both agree: it\u2019s plays and streams, which means you should start thinking about how to negotiate buys around a new set of numbers.\nReach for High Value Content\u00a0\u2013\u00a0Everyone agrees there\u2019s simply too much content to contend with nowadays. Steve\u2019s suggestion for navigating the glut: Focus on what he calls High Value Content, or HVC (which is not to be confused with\u00a0HVAC School, a niche podcast about HVAC installation that Steve enjoys). Steve defines HVC podcasts as shows that instill long-term loyalty, even if fans don\u2019t necessarily consume every single episode. \u201c[It\u2019s when] people say, \u2018I enjoy spending time listening to\u00a0Kara Swisher\u00a0and\u00a0Scott Galloway. But do I make it through every minute? No. I pick and choose.\u2019\u201d With increased competition, the shows that will prosper are the ones that build relationships with listeners and encourage them to come back out of habit.\nFor more deets on the download\u2019s downfall, check out the full episode below.","landing_redirection":""},{"id":5280,"title":"This Week\u2019s Influencer: Are Downloads Dead?; World Cup Scores Big With Podcast Audiences; iHeart Solves Radio Attribution?; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-are-downloads-dead-world-cup-scores-big-with-podcast-audiences-iheart-solves-radio-attribution-and-more\/","date":"June 24, 2026","description":"For years, marketers have used downloads to help determine their podcast spend. But now that podcasts exist in so many different formats and spaces\u2014from long-form Netflix videos to short-form YouTube Shorts clips to live shows\u2014it\u2019s harder than ever to determine audience size. With so many platforms in play, how can creators know exactly what they\u2019re selling?\u00a0 More importantly, how can buyers know what they\u2019re getting?\nThis week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts\u00a0Steve Goldstein\u00a0(Founder & CEO,\u00a0Amplifi Media; Adjunct Professor,\u00a0NYU) on\u00a0Media Roundtable\u00a0to talk about how $1-2B in additional growth can be unlocked if we ditch downloads and create a new universal and consistent metric.\nWant the DL on downloads? Join Dan and Steve as they debate new methods of measurement and discuss what buyers need to be paying attention to as podcasting moves into its next phase.\n\n\u201cThe money is going to flow to where the audience is. We have the audience. We have great shows\u2026If we can verify the audience and present it in a unified sort of way, that’s where we need to be.\u201d\u00a0 –\u00a0Steve Goldstein\u00a0(Founder & CEO,\u00a0Amplifi Media; Adjunct Professor,\u00a0NYU)\n\nThe Audience Wants It Both Ways\u00a0\u2013 When it comes to audio vs. video, Steve notes that in numerous studies, audiences have made it clear they want to consume their podcasts wherever and however they can. Despite what \u00a0you might have heard, audio isn\u2019t perishing, and video isn\u2019t always an easy win. So, before you invest in a show, learn how its audience behaves and make sure there\u2019s transparency about whether their audience is listening, watching, or both.\nDownloads Don\u2019t Work\u00a0\u2013 We all know the download has become an unreliable metric, but just how unreliable is it? According to Steve, many shows inflate download counts by as much as\u00a050 percent. That may be why some platforms are moving away from downloads altogether. As Steve puts it: “If more podcasts stream on Spotify, and YouTube’s not even in that business, then we’re really just talking about Apple [in terms of downloads]. And if Apple’s video initiative kicks in, they’ll be out of the download game.\u201d So what will be the best metric in the post-download era? Steve and Dan both agree: it\u2019s plays and streams, which means you should start thinking about how to negotiate buys around a new set of numbers.\nReach for High Value Content\u00a0\u2013\u00a0Everyone agrees there\u2019s simply too much content to contend with nowadays. Steve\u2019s suggestion for navigating the glut: Focus on what he calls High Value Content, or HVC (which is not to be confused with\u00a0HVAC School, a niche podcast about HVAC installation that Steve enjoys). Steve defines HVC podcasts as shows that instill long-term loyalty, even if fans don\u2019t necessarily consume every single episode. \u201c[It\u2019s when] people say, \u2018I enjoy spending time listening to\u00a0Kara Swisher\u00a0and\u00a0Scott Galloway. But do I make it through every minute? No. I pick and choose.\u2019\u201d With increased competition, the shows that will prosper are the ones that build relationships with listeners and encourage them to come back out of habit.\nFor more deets on the download\u2019s downfall, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nThe Kids Are Alright, and Mom and Dad Are Telling All\nNetwork:\u00a0Backyard Ventures\u00a0\/\u00a0Episodic\u00a0Downloads:\u00a035k\nGiven their busy schedules, it\u2019s amazing that married superstars\u00a0Keion\u00a0and\u00a0Shaunie Henderson\u00a0have time for a podcast at all. Keion is the pastor of\u00a0The Lighthouse Church; Shaunie is the creator and star of the long-running VH1 reality show\u00a0Basketball Wives, and together, they have a blended family of six children. So there\u2019s plenty for the couple to talk about on their weekly sitdown podcast,\u00a0Grown & Growing by Keion and Shaunie Henderson.\nEach episode finds the couple honestly and playfully discussing their lives in conversations that demonstrate the duo\u2019s obvious mutual respect. Whether you\u2019re a fan of Shaunie\u2019s reality-TV persona or a member of Keion\u2019s congregation,\u00a0Grown & Growing\u00a0is a truly heart-warming BTS look at their lives. The show is a great opportunity for advertisers who see high performance in the Relationships, Kid & Family, or Religion & Spirituality categories. If you\u2019re married to a solid testing strategy, click below for more details.\nGet The Deal\n\nThis Book Club Will Make You Dust Off That Library Card\nNetwork:\u00a0Audioboom\u00a0\/\u00a0Episodic Downloads:\u00a013k\nThe phrase \u201cbook club\u201d might get book nerds excited, but group literary gatherings don\u2019t always have the happiest endings. Sometimes the conversation gets stodgy, and sometimes the book turns out to be a dud. It is also hard to find a book that interests everyone in the group. Luckily, there\u2019s a podcast for pop culture fans eager to dive into a great new book without having to head to someone\u2019s house every Thursday.\nShelf Respect\u00a0follows author\u00a0Erin Moon,\u00a0Knox McCoy\u00a0and\u00a0Jamie B. Golden, hosts of the popular podcast\u00a0The Popcast With Knox and Jamie, as they discuss culture, art, and their love for literature, all with a light comedic touch. The show is a must-test for anybody already testing into The Popcast, as well as for those seeking female-skewing opportunities in the Art & Culture category. Put your bad testing practices on the shelf via the link below.\nGet The Deal\n\nIn Case You Missed It\nDon\u2019t Pigeon-Hole Yourself Into Obvious Genre Alignment\nMarketing Week\u00a0reports that brands are turning to unexpected podcast categories to reach niche but highly engaged audiences. One example is the travel group\u00a0Explore Worldwide, which turned to true crime podcasts to drive leads and purchases, demonstrating that brands and shows don\u2019t always need to be an obvious match in order to work. This bigger lesson here is one that many in the podcasting industry have known for years: Namely, that podcast audiences have a wide variety of interests, and that advertisers can reach them across a wide range of genres. So, whether you\u2019re looking at business, comedy, sports, wellness, true crime, or any number of categories, make sure you\u2019re diversifying your buy, not just falling into the obvious plays.\nRead More\nPodcasts + World Cup Fans = GOOOAAALLLL!\nEdison Research’s\u00a0Podcast Consumer 2026\u00a0finds podcast audiences over-index on sports fandom, or any fandom that is particularly passionate about the content that they\u2019re consuming. According to the story, 55% of podcast fans are interested in the\u00a02026 World Cup, with interest rising further among heavy podcast listeners (by comparison, 47% of the overall U.S. population has expressed interest in the World Cup). It stands to reason that podcasts would over-index among U.S.-based World Cup fans. Podcasts skew upscale, and so does soccer. Aligning with the World Cup through podcasts may not be actionable for every brand, but the numbers are further proof that podcasting remains a strong place to reach upscale, engaged international audiences.\nRead More\niHeart Makes a Game-Changing Play Regarding Radio Measurement\niHeartMedia\u00a0launched\u00a0AudioGraph, a new platform designed to bring digital-style targeting, planning, and attribution to broadcast radio. The platform uses privacy-safe identity data,\u00a0TransUnion\u00a0audience attributes,\u00a0Triton Digital\u00a0technology, and external measurement partners to help advertisers buy and evaluate radio beyond traditional age and gender demographics. iHeart says early tests outperformed demographic-based plans, with broader industry rollout scheduled for 2027. Radio attribution has moved from less-than-ideal solutions like time-series attribution to a growing set of effective options from\u00a0Claritas,\u00a0Podscribe,\u00a0Magellan AI,\u00a0and now\u00a0iHeart. That is real progress, but marketers still need to be careful. The ideal solution is a method that can measure all of the audio activity in a single plan, not through a piecemeal method with a variety of partners.\nRead More\n\n#SaveTheLiveReads\n\nTecovas Has This Host Hearing Wedding Bells While Walking Down the Aisle\nDillon Cheverere,\u00a0David Ruff, and\u00a0Will DeFries\u00a0of the\u00a0Circling Back\u00a0podcast earn this week’s #STLR with a\u00a0Tecovas\u00a0endorsement that feels more like best friends giving recommendations than a sponsored segment. The standout moment? Will casually mentions that he got married in his Tecovas boots, a personal detail that turns a product promotion into a real-life use case.\nFrom there, the conversation turns to weddings, ranch trips, festivals, and everyday wear, all of which demonstrate how Tecovas has become genuinely woven into their lifestyles. Throw in some playful banter about English soccer fans shopping for boots in Dallas, and you’ve got a read that’s funny, authentic, and packed with personality. This is brand alignment at its best: This read has us hearing wedding bells and checkout bells as customers go to add a new pair of boots to their carts.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nSpotify Aligns With AMP on What a “Play” Actually Means\nWe covered it here last week, but it\u2019s worth a reminder:\u00a0Spotify for Creators\u00a0made a huge announcement recently, with\u00a0Podnews\u00a0and\u00a0Podcast Business Journal\u00a0picking it up shortly after. Spotify officially redefined what counts as a “play” in its Creators dashboard, adopting the AMP framework’s 30-second threshold, once per user, per session, across both audio and video. Spotify is the first major platform to publicly align with the standards AMP proposed, and while Spotify notes that its own data “helped inform” the definition, the direction of travel is clear. If you want to learn more about AMP\u2019s goals, click\u00a0HERE.\nRead More\nEntertainment Podcasts Are a Better Bet Than Advertisers Think\nOur latest\u00a0June ORBIT ranking\u00a0landed in\u00a0Podnews\u00a0and\u00a0Podcast News Daily, with both outlets anchoring on the same finding: Entertainment and Media podcasts sit in the bottom-third of all genres for ad performance, but 15 shows consistently deviate from that trend. The data, drawn from over $1.8 billion in campaign spend across 500-plus advertisers, points to a clear pattern: niche-driven shows with engaged communities, particularly those built around TV, film, and female-skewing pop culture, outperform the genre average. The takeaway isn’t to avoid Entertainment; it’s to buy the show, not the label.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nAshley Warmenhoven \u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\nKelsey Odenthal\nBrian Raftery\n\n\n\n ","landing_redirection":""},{"id":5269,"title":"This Week\u2019s Influencer: ORBIT Highlights Hidden Gems; Dan Takes the AMP Show on the Road; Listeners \u201cSkip Ads\u201d But Buy Anyway; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background-5.png","image_alt":"The Bridge-Building Business: Dan Goes Inside the Podcaster's Studio on podCast411","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-orbit-highlights-hidden-gems-dan-takes-the-amp-show-on-the-road-listeners-skip-ads-but-buy-anyway-and-more\/","date":"June 17, 2026","description":"How do you improve an industry you love? First, demand better data.\nIn a surprise twist this week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) takes a break from\u00a0Media Roundtable\u00a0to guest-star on the award-winning show\u00a0podCast411. Host\u00a0Rob Walch\u00a0(Host,\u00a0podCast411\u00a0and VP, Podcast Relations,\u00a0DAX Global) interviews Dan about the specialist advantage, why better info wins, the key to building bridges across industries, and much more. Let\u2019s dive in.\n\n\u201cI believe podcasting is the greatest canvas for the free and open exchange of ideas, but that has to be managed responsibly. And the tools to do so in many cases don’t yet exist.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nHere\u2019s to the Specialists\u00a0\u2013 Dan started Oxford Road with a love of podcasting and a bold thesis: \u201cSpecialists can outperform generalists in the advertising business.\u201d He realized early on that specialization wasn\u2019t just an advantage but a necessity because podcasting rewards deep commitment. The same goes for advertisers: If you only dabble in the medium, you won\u2019t reap the full rewards. It\u2019s only when you fall in love with the medium and dive in that you can see game-changing results.\nBetter Information = Better Decisions\u00a0\u2013\u00a0One of OR\u2019s earliest goals was getting better data to inform better decisions. That’s what inspired our biggest projects, including our push for \u201cpodcast nutritional labels\u201d so brands know what they’re buying. It\u2019s the same guiding philosophy behind the AMP Accords, which will help the industry measure actual impressions, not downloads. Breakthroughs come from wrangling the right data (for proof, check out the\u00a0groundbreaking global podcast\u00a0industry estimates from\u00a0Owl & Co). Marketers: if you also wish you had better data, see our work on the\u00a0AMP Accords\u00a0and join the effort.\nThe Bridge-Building Business\u00a0\u2013 Podcasting is beautiful, messy, and complex. To help the industry, you have to connect all of its players. That includes unique voices on both the left and the right, as well as agencies, networks, hosts, and brands. It can be tricky, but Dan offers two bridge-building techniques: Get first-hand experience in as many industry roles as possible, and build diverse coalitions to tackle shared problems.\nFor never-before-seen insights into the why of Oxford Road, check out the full episode below.\n\n\n\n\n\nYour Monthly ORBIT Report – June 2026\n\nIn the Entertainment & Media Category: Buy the Show, Not the Genre\nGenre podcast buying can be a trap and that\u2019s especially true when it comes to the category of Entertainment & Media. To help you decide which Entertainment & Media shows to pivot to or from buying, we turned to ORBIT (the Oxford Road Benchmark Intelligence Tool). Special shout-out to our top-performers:\u00a0The Weekly with Jon Stewart\u00a0(#3),\u00a0Back to the Barre\u00a0(#2) , and\u00a0The Popcast with Knox and Jamie\u00a0(#1).\nEntertainment & Media is a lower-performing genre, one that trails more proven categories like True Crime, News, and Society & Culture. Yet, we\u2019ve identified 15 Entertainment & Media programs that manage to shine, and there are promising sub-categories within our 15 winners that have demonstrated pockets of efficiency. Here\u2019s what we found:\n\n\nIt Pays to be Picky:\u00a0Entertainment & Media sits in the bottom third of all our genres, but there are breakout titles. Our best advice? Don\u2019t buy the genre indiscriminately, and don\u2019t get hung up on size. The Entertainment & Media shows that tend to convert for advertisers are often built around specific, loyal communities and don\u2019t always have a big infrastructure behind them. So, be selective and focus on the ORBIT winners. If you need to go deeper, talk to us, and we\u2019ll help you find the pockets of efficiency.\n\n\nTV & Film Dominates the Conversations:\u00a0Nearly every top entertainment show focuses on TV & film discussions. The shows connect with audiences who follow along to stay on top of weekly TV episodes and new-release films (much like how many of our top\u00a0Sports category performers\u00a0follow recent sporting events). Our sole music entry,\u00a0Song Exploder, functions more like a TV & film show, with each episode going incredibly deep into a specific song. The point is clear: successful entertainment\u00a0podcasts drive engagement by keeping track of their audiences\u2019 interests and by keeping an eye on the current events calendar.\n\n\nWhen marketers are selective, Entertainment can be a smart addition to your campaigns. For the complete June ORBIT Rankings and Insights, check out the full report below.\nView The Full June 2026 ORBIT Rankings & Insights\n\nThe Classifieds\n\nUn-Redacting Spectacular History\nNetwork:\u00a0True Native\u00a0\/\u00a0Monthly Downloads:\u00a035k\nIn celebration of Friday\u2019s\u00a0Juneteenth\u00a0holiday, we\u2019re spotlighting an illuminating podcast that celebrates Black excellence year-round. Produced by\u00a0Airwave Media\u00a0and available from\u00a0True Native Media,\u00a0Redacted History\u00a0is a weekly series that covers complex and well-researched topics you don\u2019t usually hear about. Each episode is narrated by\u00a0Dr. Andr\u00e9 White Jr., a historian and voice actor who prides himself on creating thorough outlines of his research, which are then shared on the show\u2019s Patreon.\nThe show also puts Black history at the forefront, covering the deep wounds still felt by the African-American community while also spotlighting overlooked triumphs. History is a top-indexing genre for many B2B advertisers looking to target high household earners and small business owners, making Redacted History a promising prospect for many brands. The show could also be a key testing opportunity for Gen Z lifelong learners and pop culture-minded young professionals. Join us in celebrating America\u2019s diversity by clicking below for more information\nGet The Deal\n\nThis Podcast Traded Networks, But It Kept Its Secrets\nNetwork:\u00a0Sony Podcasts\u00a0\/\u00a0Monthly Downloads:\u00a0250k\nSpeaking of shows that work well for B2Bs: top-performing podcast\u00a0Trading Secrets\u00a0has found its new home. Host\u00a0Jason Tartick\u00a0recently made the move over to\u00a0Sony Podcasts, and he\u2019s brought his trademark flair and solid advice with him. Listeners tune in every week to hear Tartick\u2019s interviews with well-known industry leaders, as well as his pared-down solo episodes in which he discusses more personal subjects.\nThough many of the topics revolve around the world of business, finance, and tech, there’s also extensive overlap with influencer culture, reality TV, and self-help. The audience is largely made up of women aged 23-44, and for those already testing into Society & Culture, TV & Film, and Health & Fitness.\/ Trading Secrets would be a welcome addition to any new RFP. You can trade us some test dollars for the secret to high performance if you click below.\nGet The Deal\n\nIn Case You Missed It\nSpotify Publicly Aligns With AMP\nSpotify\u00a0is updating its\u00a0Spotify for Creators\u00a0analytics with new audience and engagement tools, including segment breakdowns for new versus returning listeners, episode benchmarks, historical performance data, and a redesigned discovery funnel. The bigger news: Spotify has adopted the\u00a0Alliance for Measurement in Podcasting’s\u00a0definition of a “play,” now defined as 30 consecutive seconds of content consumed per user per session across audio and video. Spotify is the first major platform to publicly align with AMP’s standards, and Oxford Road spent over a year building the coalition to make that happen. Thank you to every advertiser, publisher, and industry leader who helped get us here. And thanks to\u00a0Podnews\u00a0and\u00a0Podcast Business Journal, who picked up the story early. To learn more about AMP,\u00a0CLICK HERE.\nRead More\nMid-Tier Podcast Gold Rush Has a New Marketplace\nDAX\u00a0US, a division of U.K.-based Global, is partnering with\u00a0Captivate\u00a0to launch Captivate Marketplace, which combines programmatic, direct sales, and host-read ads for podcasters. The platform is focused on aggregating mid-tier creators, whose loyal audiences are harder for advertisers to buy efficiently. Captivate Marketplace will allow them to reach those audiences at a greater scale. If DAX and Captivate can package inventory with better targeting and flexible ad formats, it could give brands another way to scale podcast campaigns beyond the top shows.\nRead More\nTurns Out “I Always Skip Ads” Is Not Exactly True\nYouGov\u00a0research found that podcast ads continue to drive consumer action, even though many listeners say they usually skip or ignore them. The study found that 60% of podcast consumers have taken some action after hearing or seeing a podcast ad, whether it\u2019s visiting a website, searching for a product, using a discount code, or making a purchase. Podcast ads ranked as less annoying than other digital ad formats, while host-read ads remained the most trusted podcast ad format (you can download the report\u00a0here). Surveys are useful, but what people say they do is not always the same as what they actually do. That helps explain the contradiction here: Listeners say they skip podcast ads, yet many still take action after hearing or seeing them. For marketers, the takeaway is not to ignore ad avoidance, but to avoid overreacting to self-reported behavior.\nRead More\n\n#SaveTheLiveReads\n\nHungryroot Wins Because Host Hates Grocery Shopping\nJosh\u00a0and\u00a0Ian\u00a0from\u00a0Lights Out\u00a0deliver this week’s #STLR with a genuinely relatable endorsement for\u00a0Hungryroot.\u00a0Rather than leading with product claims, Josh frames the whole read around a universal truth: he loves good food but has zero interest in grocery shopping or meal prep. The credibility kicker comes early when he casually mentions his family actually pays for Hungryroot themselves.\nFrom there, he walks through how it fits his routine, including a small but vivid detail about customizing a pasta dish by removing onions. Simple, specific, and never once sounds like he’s reading off a fact sheet. This is what a proper onboarding and true brand\/host alignment sound like. Long live host reads like this!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":5275,"title":"The Bridge-Building Business: Dan Goes Inside the Podcaster's Studio on podCast411","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/Captura-de-pantalla-2026-06-26-180202.png","image_alt":"The Bridge-Building Business: Dan Goes Inside the Podcaster's Studio on podCast411","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-bridge-building-business-dan-goes-inside-the-podcasters-studio-on-podcast411\/","date":"June 17, 2026","description":"How do you improve an industry you love? First, demand better data.\nIn a surprise twist this week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) takes a break from\u00a0Media Roundtable\u00a0to guest-star on the award-winning show\u00a0podCast411. Host\u00a0Rob Walch\u00a0(Host,\u00a0podCast411\u00a0and VP, Podcast Relations,\u00a0DAX Global) interviews Dan about the specialist advantage, why better info wins, the key to building bridges across industries, and much more. Let\u2019s dive in.\n\n\u201cI believe podcasting is the greatest canvas for the free and open exchange of ideas, but that has to be managed responsibly. And the tools to do so in many cases don’t yet exist.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nHere\u2019s to the Specialists\u00a0\u2013 Dan started Oxford Road with a love of podcasting and a bold thesis: \u201cSpecialists can outperform generalists in the advertising business.\u201d He realized early on that specialization wasn\u2019t just an advantage but a necessity because podcasting rewards deep commitment. The same goes for advertisers: If you only dabble in the medium, you won\u2019t reap the full rewards. It\u2019s only when you fall in love with the medium and dive in that you can see game-changing results.\nBetter Information = Better Decisions\u00a0\u2013\u00a0One of OR\u2019s earliest goals was getting better data to inform better decisions. That’s what inspired our biggest projects, including our push for \u201cpodcast nutritional labels\u201d so brands know what they’re buying. It\u2019s the same guiding philosophy behind the AMP Accords, which will help the industry measure actual impressions, not downloads. Breakthroughs come from wrangling the right data (for proof, check out the\u00a0groundbreaking global podcast\u00a0industry estimates from\u00a0Owl & Co). Marketers: if you also wish you had better data, see our work on the\u00a0AMP Accords\u00a0and join the effort.\nThe Bridge-Building Business\u00a0\u2013 Podcasting is beautiful, messy, and complex. To help the industry, you have to connect all of its players. That includes unique voices on both the left and the right, as well as agencies, networks, hosts, and brands. It can be tricky, but Dan offers two bridge-building techniques: Get first-hand experience in as many industry roles as possible, and build diverse coalitions to tackle shared problems.\nFor never-before-seen insights into the why of Oxford Road, check out the full episode below.","landing_redirection":""},{"id":5093,"title":"June 2026: For Entertainment & Media, Buy the Show, Not the Genre","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/Insights-Page-Preview-Images-412-x-250-px.gif","image_alt":"ORBIT June: Top 15 Performing Entertainment Podcasts","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/orbit-june-top-15-performing-entertainment-podcasts\/","date":"June 16, 2026","description":"Genre podcast buying can be a trap. That\u2019s especially true when it comes to the category of Entertainment & Media. To help you decide which Entertainment & Media shows to renew, and which to cancel, we turned to ORBIT.\nORBIT (the Oxford Road Benchmark Intelligence Tool) isolates performance using actual campaign data from 500+ advertisers and $1.8+ billion in annual spend. ORBIT doesn\u2019t care about vanity metrics; it only highlights the inventory that actually converts for advertisers.\nJune 2026 ORBIT Rankings\n\n \nJune 2026 ORBIT Insights\nEntertainment & Media is a lower-performing genre, one that trails more proven categories like True Crime, News, and Society Culture. Yet we\u2019ve identified 15 Entertainment & Media programs that manage to shine, and there are promising subcategories within those 15 winners that have demonstrated pockets of efficiency. Here\u2019s what we found:\n\u2022 It Pays to be Picky – Entertainment & Media sits in the bottom third of all our genres, but there are breakout titles. Our best advice? Don\u2019t buy the genre indiscriminately. And don\u2019t get hung up on size: The Entertainment & Media shows that tend to convert for advertisers are often built around specific, loyal communities, and don\u2019t necessarily have a big infrastructure behind them. So be selective, and focus on the ORBIT winners. And if you need to go deeper, talk to us, and we\u2019ll help you navigate the pockets of efficiency.\n\u2022 Depth Wins – Super Carlin Brothers and Blank Check with Griffin & David rank in the top five, even though they often focus on hyper-specific topics. Their advantage? Both programs go deep, approaching pop culture through theory and analysis. That approach has plenty of appeal for audience members leaning in with specific questions about what to watch next, whose taste to trust, and whether a film or show is worth their time. And these shows foster the kind of engaged relationships that can yield greater purchase intent. Our advice to brands: Niche-driven shows are fine, so long as you follow the way fans engage with the material.\n\u2022 TV & Film Dominates the Conversations – Nearly every top entertainment show focuses on discussions about TV and film. The shows connect with audiences who follow along to stay on top of weekly TV episodes and new-release films (much in the way some of our top sports performers follow recent sporting events). Our sole music entry, Song Exploder, functions more like a TV and film show, going deep on community-driven topics. The point is clear: Successful entertainment podcasts drive engagement by keeping track of their audience’s interests and by keeping an eye on the current events calendar.\n\u2022 Female Audiences Steal the Show – Though the Entertainment & Media genre still has room to grow in terms of audience reach, there’s a performance cluster that unlocks solid reach for the right brand. Four shows in our top 15 together make a female pop-culture cluster, with programming that focuses on female-skewing reality TV and pop-culture commentary. They\u2019re not quite top-tier in terms of efficiency, but for DTC brands seeking a female audience, the cluster is a smart way to scale.\n\u2022 Acast\u2019s Winners – Acast nabbed 4 of the top 15 spots, while all other publishers had one each. In a genre where the average lags, Acast\u2019s doing something right, and in multiple show formats. When you\u2019re negotiating an Entertainment & Media buy for Acast, be sure to anchor to their top four shows in order to ensure efficiency before layering on scale.\nUnlock past ORBIT rankings and insights\n \nHow ORBIT Works (And Why It’s A Metric That Matters)\nORBIT normalizes performance across different advertiser goals, whether that’s target CAC, desired ROAS, or cost per qualified lead. This allows direct comparison across campaign types, something download-based rankings can’t provide.\nThe difference: Many tracking tools tell you who’s advertising and estimate spend, count ad occurrences, or measure downloads and reach.\nORBIT shows which podcasts made money and which ones didn’t.\nWe factor in what advertisers paid, what they were trying to achieve, how it was measured\u2013 including survey-based attribution data\u2013and whether the investment delivered ROI. That’s the difference between counting impressions and measuring profit.\nOur methodology: \n\nMinimum 3 distinct advertisers per show\nMinimum 3 paid drops per advertiser\nAt least 50% of placements must exceed advertiser goals\n12-month rolling analysis updated monthly\nAttribution-normalized across pixels, codes, URLs, and modeling\n\n\nFor Advertisers\nHere\u2019s how ORBIT can help you eliminate guesswork from podcast planning:\n\n\nDe-risk initial buys by seeing which shows have proven track records with similar advertisers.\nOptimize faster with normalized performance data across attribution models.\nFind hidden gems before they become expensive tier-1 shows.\nBreak category assumptions with data that shows where your customers actually listen.\nScale with confidence, knowing which placements consistently deliver ROI.\n\nThe era of buying podcast ads based on download numbers is over. ORBIT shows you which shows drive performance before you spend a dollar.\nSubscribe to The Influencer for monthly ORBIT updates\n ","landing_redirection":""},{"id":5264,"title":"This Week's Influencer: Downloads Are Out; Netflix\u2019s Podcast Test Shows Life; Johnny Knoxville Has a Pod; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/Captura-de-pantalla-2026-06-09-150820.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-downloads-are-out-netflixs-podcast-test-shows-life-johnny-knoxville-has-a-pod-and-more\/","date":"June 11, 2026","description":"For more than a year now, the Alliance for Measurement in Podcasting, or\u00a0AMP, has been working to create new frameworks for podcast measurement. In this week\u2019s\u00a0Media Roundtable, we\u2019re announcing some of our latest findings.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(EVP-Strategy,\u00a0Oxford Road) welcome\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe) to discuss the problem with downloads, AMP\u2019s internal tug-of-war, and the new standard metrics that could help grow the industry.\n\n\u201cThis type of evolution should put podcasting on a better footing to compete with other media channels for an enormous part of advertising dollars.\u201d –\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe)\n\nDownloads and Doubt\u00a0\u2013\u00a0We don\u2019t measure downloads because we love them; we use them because they were the best metric we had when podcasting began. The problem is it\u2019s a wobbly foundational metric, one that invariably leads to speculation and uncertainty about actual consumption. It gets all the more confusing when you factor in different metrics across multiple channels. Moving away from downloads and toward a consumption-based metric will remove doubt from pricing. As Pete puts it, \u201c The fewer assumptions we have to make, the more accurate the results will be.\u201d\nThe Tug-of-War\u00a0\u2013\u00a0Part of the beauty of podcasting is that no one entity or company owns the space. That also means you need cross-partner alignment and adoption in order to enact change. With AMP, stakeholders like\u00a0Oxford Road,\u00a0Podscribe, and\u00a0Spotify\u00a0all had a hand on the wheel, with the shared goal of finding a favorable outcome. While getting this many collaborators to agree might take more effort, the upside is that this result is acceptable to all and gives us a real chance at industry-wide implementation. (Want to join us? Check out the AMP\u00a0Accords.)\nTwo Simple Metrics\u00a0\u2013\u00a0Out of this tug-of-war, AMP aligned on two major metrics. The first is that a play is when a user consumes at least 30 consecutive seconds of a podcast (audio or video). The second is that an ad impression is when any portion of an ad is shown to a user. If we adopt these, we take the guesswork out of ad delivery, which should be table stakes for any marketing channel. Making podcasting more buyer-friendly by removing doubt will help unlock the industry\u2019s\u00a0next billion dollars.\nFor more insights from AMP\u2019s first major announcement and why it matters, check out the full episode below.\n \n\n\n\n\nThe Classifieds\n\nBreakin\u2019 News 2: Electric Boogaloo\nNetwork:\u00a0MeidasTouch Network\u00a0\/\u00a0Monthly Downloads:\u00a0150k\nThe 24-hour news cycle is simply too slow for Gen Z, and thanks to influencers like\u00a0Aaron Parnas, younger audiences now get their breaking news on demand.\u00a0MeidasTouch Network\u00a0has partnered with this trailblazing journalist for\u00a0Breakin\u2019 News 2: Electric Boogaloo, a show that brings Parnas\u2019 timely updates to an RSS feed. Now, anyone and everyone can hear about developments in the Middle East, upcoming midterm elections, or the latest news from Capitol Hill.\nThough the episodes are only 10 minutes long, the content is jam-packed with contextual reporting that delivers a nuanced take on ever-evolving events. If you\u2019re looking for tune-in value,\u00a0Breakin\u2019 News 2: Electric Boogaloo\u00a0is very promising. Similar short-form news podcasts have done especially well for B2B advertisers looking to reach an engaged audience of self-starters who want to stay informed. Gain your own perspective at the link below.\nGet The Deal\n\nHi, I’m Johnny Knoxville, and This is Your Next Test\nNetwork:\u00a0Headgum\u00a0\/\u00a0Monthly Downloads:\u00a030k\nThey’ve faced alligators, industrial-sized slingshots, bulls, tasers and more, but now it’s time for the Jackass gang to face their biggest challenge yet: A podcast. In conjunction with the upcoming release of\u00a0Jackass: Best and Last, frontman\u00a0Johnny Knoxville\u00a0and director\u00a0Jeff Tremaine\u00a0are getting wistful and a bit nostalgic about their decades-long careers, and they\u2019re recording it all for posterity.\nIn this forthcoming series from\u00a0Headgum, they sit down with past and current team members, who talk through some of their more grueling stunts, while offering their perspectives on the franchise’s legacy (initial guests include Oscar-winning filmmaker\u00a0Spike Jonze\u00a0and beloved Jackass mainstay\u00a0Wee Man). The show promises to inspire many viral moments, courtesy of the gang\u2019s need to prank one another as often as possible. Millennial, male-skewing advertisers are highly recommended to test this, especially those who work well in the TV & Film genre. Be a smartass and click below for additional details.\nGet The Deal\n\nIn Case You Missed It\nEven as Video Grows, Audio Still Remains King\nEdison Research\u2019s\u00a0new\u00a0Podcast Consumer 2026 study\u00a0provides some major new insights into evolving consumption trends. According to Edison, 57% of those surveyed say they both listen to and watch podcasts, while 21% are audio-only consumers, and just 2% exclusively watch video (YouTube is the video service used most often among weekly consumers). The big takeaway? Consumers haven\u2019t written off audio podcasts, and neither should you. Instead, take the opportunity to plan podcasts as a flexible creator channel that can move across numerous devices and platforms while still being built on the intimacy and authenticity that made the medium work in the first place.\nRead More\nProgrammatic Demands Only the Best Inventory as Fuel\nThe ANA\u2019s\u00a0latest\u00a0Programmatic Transparency Benchmark\u00a0(report available for members) finds that programmatic efficiency improved in Q1 2026, with its TrueAdSpend metric rising from 36.3% to 43.3%. But those gains were uneven: Top-performing advertisers converted 54% of spend into quality impressions, compared with 32.1% for lower-performing advertisers. The difference was media quality, with stronger buyers using tighter supply paths, better measurement coverage, and more curated inventory. The ANA\u2019s report shows the real advantage goes to advertisers that manage supply quality, measurement coverage, and curation. That matters as programmatic audio grows as a buying method. Premium audio should benefit, but only when the inventory is curated and advertisers resist treating every impression as equal.\nRead More\nNetflix and Tubi\u2019s Podcast Bet Seems To Be Paying Off\nEdison Research\u2019s\u00a0first wave of Podcast Metrics data, including\u00a0Netflix\u00a0and\u00a0Tubi, shows that 14% of weekly podcast consumers have used Netflix to consume podcasts, while 4% have used Tubi. Those numbers are still low, but the early traction is meaningful as more podcast publishers and streamers strike distribution deals, including Netflix\u2019s reported deal with\u00a0Jay Shetty\u2019s On Purpose\u00a0and Tubi\u2019s partnerships with\u00a0Audiochuck\u00a0and\u00a0SiriusXM. The data suggests streaming platforms are beginning to establish a role in podcast discovery and consumption. The Netflix and Tubi numbers are small compared with YouTube and Spotify, but small can be meaningful: If 14% of weekly podcast consumers have already used Netflix for podcasts, that\u2019s enough to take the platform seriously over the long term. Importantly, talent-led podcast IP is becoming more portable across audio, video, social, streaming, and CTV. For marketers, the opportunity is to build around the host-audience relationship regardless of platform.\nRead More\n\n#SaveTheLiveReads\n\nA \u201cStoryWorth\u201d Telling That is Criminally Good\nThis week\u2019s #STLR belongs to\u00a0Taylar Fetzner\u00a0and\u00a0Morgan Harris\u00a0of the\u00a0Creeps and Crimes\u00a0podcast, who deliver a heartfelt and genuinely memorable read for\u00a0StoryWorth. They open with a powerful truth that instantly resonates with their audience: Namely, that while most Father\u2019s Day gifts eventually get forgotten, family stories last forever. The hosts do an excellent job of breaking down StoryWorth\u2019s simple yet accessible process, highlighting features like voice recordings and guided phone calls in a way that feels practical and thoughtful rather than promotional.\nWhat truly makes this read shine, however, is Morgan\u2019s personal story about her father, as she recounts how he rescued a man from a burning car as a teenager. It\u2019s a vivid anecdote she may never have known about without StoryWorth, and it demonstrates how StoryWorth can help preserve crucial moments from a family\u2019s past. The hosts\u2019 enthusiasm feels completely earned because it stems from real experiences, making the recommendation feel less like an advertisement and more like advice from trusted friends. By the time they reach the call to action, listeners aren’t just thinking about Father’s Day; they’re thinking about the stories they want to preserve for generations to come.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nAMP\u2019s Cross-Platform Alternative to the Download\nForbes‘ Frank Raccioppi broke the story on AMP’s first major announcement: A unified impression framework for audio and video podcasting, ratified by all task force members with no dissenting votes.\u00a0Sounds Profitable,\u00a0Podnews,\u00a0and\u00a0Podcast News Daily\u00a0all picked up the story, each focusing on AMP\u2019s four new cross-platform exposure definitions. These will give advertisers a single consumption-based metric to compare audio and video inventory, without forcing platforms to abandon existing systems. The full framework and implementation guide will be unveiled at Oxford Road’s\u00a0CAO Summit, which kicks off July 22nd.\nRead More\nRead More About AMP Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":5259,"title":"Why Podcasting's Numbers Don't Add Up with Pete Birsinger (CEO & Founder of Podscribe)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/Captura-de-pantalla-2026-06-26-174109.png","image_alt":"Why Podcasting's Numbers Don't Add Up with Pete Birsinger (CEO & Founder of Podscribe)","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-podcastings-numbers-dont-add-up-with-pete-birsinger-ceo-founder-of-podscribe\/","date":"June 11, 2026","description":"For more than a year now, the Alliance for Measurement in Podcasting, or\u00a0AMP, has been working to create new frameworks for podcast measurement. In this week\u2019s\u00a0Media Roundtable, we\u2019re announcing some of our latest findings.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(EVP-Strategy,\u00a0Oxford Road) welcome\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe) to discuss the problem with downloads, AMP\u2019s internal tug-of-war, and the new standard metrics that could help grow the industry.\n\n\u201cThis type of evolution should put podcasting on a better footing to compete with other media channels for an enormous part of advertising dollars.\u201d –\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe)\n\nDownloads and Doubt\u00a0\u2013\u00a0We don\u2019t measure downloads because we love them; we use them because they were the best metric we had when podcasting began. The problem is it\u2019s a wobbly foundational metric, one that invariably leads to speculation and uncertainty about actual consumption. It gets all the more confusing when you factor in different metrics across multiple channels. Moving away from downloads and toward a consumption-based metric will remove doubt from pricing. As Pete puts it, \u201c The fewer assumptions we have to make, the more accurate the results will be.\u201d\nThe Tug-of-War\u00a0\u2013\u00a0\u00a0Part of the beauty of podcasting is that no one entity or company owns the space. That also means you need cross-partner alignment and adoption in order to enact change. With AMP, stakeholders like\u00a0Oxford Road,\u00a0Podscribe, and\u00a0Spotify\u00a0all had a hand on the wheel, with the shared goal of finding a favorable outcome. While getting this many collaborators to agree might take more effort, the upside is that this result is acceptable to all and gives us a real chance at industry-wide implementation. (Want to join us? Check out the AMP\u00a0Accords.)\nTwo Simple Metrics\u00a0\u2013\u00a0Out of this tug-of-war, AMP aligned on two major metrics. The first is that a play is when a user consumes at least 30 consecutive seconds of a podcast (audio or video). The second is that an ad impression is when any portion of an ad is shown to a user. If we adopt these, we take the guesswork out of ad delivery, which should be table stakes for any marketing channel. Making podcasting more buyer-friendly by removing doubt will help unlock the industry\u2019s\u00a0next billion dollars.\nFor more insights from AMP\u2019s first major announcement and why it matters, check out the full episode below.\n ","landing_redirection":""},{"id":5086,"title":"This Week\u2019s Influencer: Dan Misener on Fixing Podcast Measurement; The Download Dilemma; Spotify Knows You Too Well; Fangirls Get Healthy; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-dan-misener-on-fixing-podcast-measurement-the-download-dilemma-spotify-knows-you-too-well-fangirls-get-healthy-and-more\/","date":"June 4, 2026","description":"If your phone is full of podcast episodes you\u2019ve never actually played, you\u00a0know\u00a0a download isn\u2019t the same as an impression. So how can marketers figure out who\u2019s really tuning in, and who\u2019s tuning out? This week\u2019s\u00a0Media Roundtable\u00a0discussion has you covered.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road) welcome\u00a0Dan Misener\u00a0(co-founder,\u00a0Bumper) to talk about the\u00a0Bumper Score, a major new step toward shrinking the gap between a podcast\u2019s reported listenership and its actual audience. It\u2019s no secret we\u2019re big advocates for better podcast measurement (check out\u00a0today\u2019s Forbes story, written by\u00a0Frank Racioppi, about our work on the\u00a0AMP Accords). The Bumper Score, like AMP, is aimed at helping the industry unlock its next billions through better data.\nJoin 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.\n\n\u201cThere is a gigantic gap between what buyers are paying for and what sellers are actually delivering.\u201d –\u00a0Dan Misener\u00a0(co-founder,\u00a0Bumper)\n\nMinding the Gap\u00a0\u2013\u00a0We measure downloads, views, and plays, which collectively adds up to what one panelist describes as \u201ca mixed bag of garbage.\u201d But what we\u00a0actually\u00a0care about is ad delivery. And as of now, the gap between what\u2019s being measured and what\u2019s being delivered can be huge. The big-picture takeaway? Bad decisions based on faulty metrics can create even\u00a0worse\u00a0decisions (which helps explain why\u00a0a billion dollars\u2019 worth of investment\u00a0is being held back from the market, according to our count). TL;DR: When brands don\u2019t trust what they\u2019re buying, they buy less.\nKeeping Score\u00a0\u2013 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.\nBuilding A Better Yardstick\u00a0\u2013\u00a0In 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\u00a0ORBIT\u00a0reports, 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).\nFor 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\u00a0Media Roundtable\u00a0below.\n\n\n\n\n\nThe Classifieds\n\nCaleb Hearon Makes Every Episode an Event\nWave Sports\u00a0\/ Monthly Downloads:\u00a0465k\nMr. Roy G. Biv is back for the first official week of Pride Month, and he\u2019s brought two top-notch classifieds for you to consider. Our first is hosted by stand-up comedian and actor\u00a0Caleb 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.\nThough he\u2019s become a big-time star in recent years, with major roles in both TV (Overcompensating) and film (The Devil Wears Prada 2), Hearon hasn\u2019t lost his deep connection to his fans, who tune in to\u00a0So True with Caleb Hearon\u00a0for 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\u2019s hilarious, heartfelt interview style. If you want the truth, the whole truth, and nothing but the truth, click below for more details.\nGet The Deal\n\nPride With Purpose and Community\nNetwork:\u00a0Studio71\u00a0\/ Monthly Downloads:\u00a057k\nLike so many of us, Texas-born lesbian comic\u00a0Mal Glowenke\u00a0is a work in progress. Each week on\u00a0Made It Out, she sits down with a member\u00a0of the LGBTQIA+ community to talk about their tender beginnings, their journeys with self-discovery, and the moments that shaped their lives.\nThough\u00a0Made It Out\u00a0features 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.\u00a0Made It Out\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nIs the Download Past Its Prime?\nSteve Goldstein\u00a0of\u00a0Amplifi Media\u00a0led a\u00a0London Podcast Show\u00a0panel 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\u2019s why the\u00a0Alliance for Measurement in Podcasting (AMP)\u00a0matters. Podcasting will never have perfect measurement, especially as audio, video,\u00a0RSS,\u00a0YouTube,\u00a0Spotify, and social clips all blur together. But without clearer standards, marketers are left wondering what they\u2019re\u00a0actually\u00a0getting from their investments.\nRead More\nRadio Measurement Is Getting an Overhaul\nNielsen\u00a0is 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\u2019t perfect, but the industry has a consistent framework, using\u00a0Portable People Meters\u00a0in the largest markets and diary surveys in the rest. Nielsen\u2019s 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.\nRead More\n\u00a0Spotify Knows You Better Than Your Therapist Does\nSpotify\u2019s global head of ad product,\u00a0Katie English, discusses how the platform uses data from\u00a0Spotify Wrapped\u00a0and 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nThese Fangirls Are Serious About Their Health\nSisters Lexi and Nicole of\u00a0Fantasy Fangirls\u00a0bring genuine enthusiasm to this week’s live read for\u00a0Function Health. The hosts have a doctor in the family, so they know what they\u2019re 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\u2019re serious about their real-world health. Brands should take note: This is what authentic advocacy actually sounds like.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nThe AMP Accords Go Viral\nLast week,\u00a0The Hollywood Reporter\u00a0broke the news on\u00a0AMP (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\u00a0Barrett Media,\u00a0Podnews,\u00a0Podcast Business Journal,\u00a0Sounds Profitable,\u00a0Podcast News Daily,\u00a0Podcasting Today,\u00a0TV News Check, and\u00a0Roastbrief. 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\u00a0HERE.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":5090,"title":"Podcast\u2019s Next $1B Starts with Better Data - Dan Misener Unveils the Bumper Score","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/06\/YouTube-Thumbnails-and-Mailchimp-Header.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasts-next-1b-starts-with-better-data-dan-misener-unveils-the-bumper-score\/","date":"June 4, 2026","description":"If your phone is full of podcast episodes you\u2019ve never actually played, you\u00a0know\u00a0a download isn\u2019t the same as an impression. So how can marketers figure out who\u2019s really tuning in, and who\u2019s tuning out? This week\u2019s\u00a0Media Roundtable\u00a0discussion has you covered.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road) welcome\u00a0Dan Misener\u00a0(co-founder,\u00a0Bumper) to talk about the\u00a0Bumper Score, a major new step toward shrinking the gap between a podcast\u2019s reported listenership and its actual audience. It\u2019s no secret we\u2019re big advocates for better podcast measurement (check out\u00a0today\u2019s Forbes story, written by\u00a0Frank Racioppi, about our work on the\u00a0AMP Accords). The Bumper Score, like AMP, is aimed at helping the industry unlock its next billions through better data.\nJoin 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.\n\n\u201cThere is a gigantic gap between what buyers are paying for and what sellers are actually delivering.\u201d –\u00a0Dan Misener\u00a0(co-founder,\u00a0Bumper)\n\nMinding the Gap\u00a0\u2013\u00a0We measure downloads, views, and plays, which collectively adds up to what one panelist describes as \u201ca mixed bag of garbage.\u201d But what we\u00a0actually\u00a0care about is ad delivery. And as of now, the gap between what\u2019s being measured and what\u2019s being delivered can be huge. The big-picture takeaway? Bad decisions based on faulty metrics can create even\u00a0worse\u00a0decisions (which helps explain why\u00a0a billion dollars\u2019 worth of investment\u00a0is being held back from the market, according to our count). TL;DR: When brands don\u2019t trust what they\u2019re buying, they buy less.\nKeeping Score\u00a0\u2013 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.\nBuilding A Better Yardstick\u00a0\u2013\u00a0In 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\u00a0ORBIT\u00a0reports, 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).\nFor 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\u00a0Media Roundtable\u00a0below.","landing_redirection":""},{"id":5077,"title":"This Week's Influencer: Oxford Road Reveals a Podcasting Secret; Brazil's Untapped Gold Mine; Theo Von Gets Measurable; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background.png","image_alt":"AMP","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-oxford-road-reveals-a-podcasting-secret-brazils-untapped-gold-mine-theo-von-gets-measurable-and-more\/","date":"May 28, 2026","description":"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:\u00a0What\u2019s a podcast? What\u2019s an impression? Did the ad work?\nNow, after months of closed-door meetings and discussions,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and long-time strategy consigliere\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford 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\u2019s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms.\n\n\u201cWe know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nLearn More about AMP here\n\nBut, Seriously\u2026What\u2019s a Podcast?\u00a0\u2013\u00a0It\u2019s a question that, admittedly, we\u2019re just\u00a0slightly\u00a0obsessed with (for proof, check out our award-winning \u201cWhat\u2019s a Podcast?\u201d series\u00a0here). But it\u2019s 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\u2019s leaving a\u00a0billion dollars on the table. AMP is the industry\u2019s chance to unify and standardize, and an attempt to lift\u00a0all\u00a0boats.\nThe Best Brains in the Biz\u00a0\u2013 In AMP\u2019s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn\u2019t 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\u2019t 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\u2019ll work to make it work, together.\nWhat\u2019s Next for AMP\u00a0\u2013\u00a0Now that the secret\u2019s out on the biggest cross-collaboration measurement effort in podcasting, what\u2019s next? In June, we\u2019ll share some of the task force\u2019s findings and market guidance. Then, at our CAO Summit in July, we\u2019ll share the full AMP Accords. From there, it\u2019ll be up to the industry. If you also hope for a Podcasting landscape that\u2019s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the\u00a0AMP Accords here.\nFor more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nThis is One Fesspool You Will Want To Dive Into\nNetwork:\u00a0Your Mom\u2019s House Studios\u00a0\/\u00a0Monthly Downloads:\u00a050k\nAs literary genius Mark Twain once said, \u201cTruth is stranger than fiction,\u201d which perfectly summarizes the common consensus of the internet, and our first offering. Since premiering in early August,\u00a0Arasha Lalani\u2019s\u00a0new podcast,\u00a0Fesspool, 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.\nArasha already honed a vibrant, deeply sardonic persona as a contributor on\u00a0Smosh\u00a0and its popular segment\u00a0Smosh 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\u00a0Smosh,\u00a0Dropout TV,\u00a0Second Try,\u00a0Mythical, and\u00a0Gumball\u00a0productions. Your secrets might not be safe, but your testing dollars are if you click the link below.\nGet The Deal\n\nThese Comedic Legends Are Bringing Down the House\nNetwork:\u00a0Khan Artist Media\u00a0\/\u00a0Monthly Downloads:\u00a0140k\nWhile\u00a0Kevin Smith\u00a0has many notable and familiar quotes, very few of them are fit to print in an industry newsletter. Luckily, he and\u00a0Jason Mewes\u00a0(Clerks I-III,\u00a0Mallrats,\u00a0Dogma,\u00a0etc) 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\u2019s audio offerings as of late.\nLongtime 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.\u00a0 If you\u2019re standing outside a convenience store, open the door and come on through to the link below for more details.\nGet The Deal\n\nIn Case You Missed It\nSame Show + Different Measurement Standards = Chaos and Confusion\nAmazon\u00a0used its Upfront pitch to position podcasts as more than an audio extension, with shows like its\u00a0Oprah Winfrey\u00a0partnership competing for broader entertainment and TV budgets. The more important point came from\u00a0Amazon\u2019s 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\u2019s 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.\nRead More\nBrazil is Sitting on a Podcast Gold Mine & Marketers Have No Idea\nBrazil\u2019s 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\u2019s strong audio performance, digital audio remains a small part of the country\u2019s ad mix: the\u00a0IAB Brazil report\u00a0does not break out audio as a separate category, while\u00a0CENP Meios\u00a0shows 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\u2019s 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.\nRead More\nContent Creators Open YouTube’s Black Box\nThe Roost, the video-first podcast network behind creators like\u00a0Theo Von\u00a0and\u00a0Trisha Paytas, has partnered with\u00a0Magellan AI\u00a0to 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,\u00a0YouTube\u00a0remains 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.\nRead More\n\n#SaveTheLiveReads\n\nInvestigator Slater Cracks the \u201cSad Underwear Drawer\u201d Case\nInvestigator Slater\u00a0has all the facts lined up in this recent live read for\u00a0MeUndies. She opens with the summer wardrobe audit, and I feel\u00a0 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.\nHer tone is carefree yet intentional, addressing a more private topic while still showcasing the brand in a fun way.\u00a0 It\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":5082,"title":"This Week's Influencer: Oxford Road Reveals a Podcasting Secret; Brazil's Untapped Gold Mine; Theo Von Gets Measurable; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-27-202744.png","image_alt":"The AMP Accords","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-oxford-road-reveals-a-podcasting-secret-brazils-untapped-gold-mine-theo-von-gets-measurable-and-more-2\/","date":"May 28, 2026","description":"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:\u00a0What\u2019s a podcast? What\u2019s an impression? Did the ad work?\nNow, after months of closed-door meetings and discussions,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and long-time strategy consigliere\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford 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\u2019s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms.\n\n\u201cWe know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nLearn More about AMP here\nBut, Seriously\u2026What\u2019s a Podcast?\u00a0\u2013\u00a0It\u2019s a question that, admittedly, we\u2019re just\u00a0slightly\u00a0obsessed with (for proof, check out our award-winning \u201cWhat\u2019s a Podcast?\u201d series\u00a0here). But it\u2019s 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\u2019s leaving a\u00a0billion dollars on the table. AMP is the industry\u2019s chance to unify and standardize, and an attempt to lift\u00a0all\u00a0boats.\nThe Best Brains in the Biz\u00a0\u2013 In AMP\u2019s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn\u2019t 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\u2019t 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\u2019ll work to make it work, together.\nWhat\u2019s Next for AMP\u00a0\u2013\u00a0Now that the secret\u2019s out on the biggest cross-collaboration measurement effort in podcasting, what\u2019s next? In June, we\u2019ll share some of the task force\u2019s findings and market guidance. Then, at our CAO Summit in July, we\u2019ll share the full AMP Accords. From there, it\u2019ll be up to the industry. If you also hope for a Podcasting landscape that\u2019s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the\u00a0AMP Accords here.\nFor more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below.","landing_redirection":""},{"id":5066,"title":"This Week\u2019s Influencer: Why the Fight For Creator Rights Is Important; YouTube and Netflix Talk TV; Podcast Measurement Gets an Upgrade; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-19-184723.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-why-the-fight-for-creator-rights-is-important-youtube-and-netflix-talk-tv-podcast-measurement-gets-an-upgrade-and-more\/","date":"May 20, 2026","description":"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.\nThere 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.\nOn this week\u2019s episode of\u00a0Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts Emmy-nominated digital culture expert\u00a0Shira Lazar\u00a0(Founder,\u00a0What’s Trending\u00a0and\u00a0Creators 4 Mental Health), who is at the heart of the effort to help creators.\nJoin us as Shira and Dan talk: Fair Labor, Mental Health, and The Creator Bill of Rights.\n\n\u201cIn 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.\u201d –\u00a0Shira Lazar\u00a0(Founder,\u00a0What’s Trending\u00a0and\u00a0Creators 4 Mental Health)\n\nLabor is Labor\u00a0\u2013 \u00a0Brands\u00a0want\u00a0to work with creators. Creators\u00a0want\u00a0to 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.\u00a0Then\u00a0do ideation. No one benefits when creators do creative labor on spec. It doesn’t allow creators to develop relationships with brands and it\u2019s too easy for brands to walk away. If you don\u2019t want them for a full engagement yet, hire them as a consultant. You\u2019ll get high-level thoughts you can use, and you can end it quickly if it\u2019s not a fit.\nHighlighting the Hurt\u00a0\u2013\u00a0If we had a gym where 30-50% of the people were seriously injured, we\u2019d notice. Shira founded\u00a0Creators 4 Mental Health\u00a0because studies show that social media is clearly hurting creators, yet they lack protections and infrastructure. The organization\u2019s\u00a0landmark study\u00a0found 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.\nThe Creator Bill of Rights\u00a0\u2013 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.\u00a0Shira,\u00a0Lisandra V\u00e1squez, and\u00a0Rep. Ro Khanna\u00a0were the bill’s co-architects. Just like we\u2019ve 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.\nFor more insights from a powerhouse helping to organize the creator economy we all rely on, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nDhar Mann Goes Unscripted\nNetwork: Studio71\u00a0\/\u00a0Monthly Downloads:\u00a0250k\nKindness is a commodity that is constantly undervalued in today\u2019s media landscape, but luckily, one of its biggest proponents is launching a new podcast focused on highlighting it.\u00a0Dhar Mann\u00a0started 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.\nHis first podcast episode launched this week and includes a conversation with actress and activist\u00a0Jameela 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.\nGet The Deal\n\nListen to Your Gut, It\u2019s Telling You Something Important\nNetwork:\u00a0Wellness Loud\u00a0\/\u00a0Monthly Downloads:\u00a020k\nThe \u201cgut biome\u201d 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\u00a0hormonal regulation.\u00a0Integrative Nutritionist\u00a0Courtney Swan\u00a0is a food activist who wants to bring equity and stability to America\u2019s disparate food systems. In her weekly podcast with\u00a0Wellness 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.\nWhether she\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nThe Upfronts Just Told Us Where Advertising Is Headed\nYouTube\u00a0and\u00a0Netflix\u00a0used this year\u2019s\u00a0upfronts\u00a0to show how far the TV marketplace has moved beyond traditional network programming. At\u00a0Brandcast 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. \u201cTV\u201d 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.\nRead More\nThe Creator Economy Is Not a Trend, It\u2019s a Budget Line\nScalable\u2019s\u00a0first\u00a0Creator Economy Summit\u00a0focused on where the money is flowing across the creator economy. Creator ad spending is forecasted to reach roughly $44 billion in 2026, according to\u00a0IAB. Major brands are increasing their investments.\u00a0Visa CMO Frank Cooper\u00a0said the company doubled its creator investment over the past year and hopes to double it again, while\u00a0OpenAI\u00a0is also expanding its influencer marketing efforts. The event also highlighted how creator monetization is shifting beyond direct brand deals, with\u00a0Meta\u2019s\u00a0partnership ads reaching a $10 billion revenue run rate, and\u00a0Twitch\u00a0generating 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.\nRead More\nPodcast\u2019s\u00a0Measurement Gap Just Got Smaller\nMagellan AI\u00a0and\u00a0Signal Hill Insights\u00a0are partnering to provide full-funnel podcast measurement by combining Magellan\u2019s ad exposure data with Signal Hill\u2019s 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\u2019s biggest challenges: podcasting often gets judged by only part of what it delivers \u2014 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.\nRead More\n\n#SaveTheLiveReads\n\nShop Pay Saves the Day\nMindful in Minutes\u00a0host\u00a0Kelly Smith\u00a0has the soothing remedy for all shop-worthy problems in this week’s #STLR with\u00a0Shopify. 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.\nThe Shopify mention emerges organically from the story, so by the time she calls the purple \u201cShop Pay\u201d 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOxford Road Takes Home Four Communicator Awards\nOxford Road took home four\u00a0Communicator Awards\u00a0this year, two each for the\u00a0Indie PaC Awards\u00a0and\u00a0What’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.\nRead More\nORBIT\u2019s International Report is Gaining Attention\nOur May ORBIT rankings on the Top 15 Performing International Podcasts made the rounds across\u00a0Podcast News Daily,\u00a0Podcasting Today,\u00a0Roastbrief,\u00a0Podnews,\u00a0Sounds Profitable, and\u00a0Podcast 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\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":5070,"title":"Mental Health, a Bill of Rights, Fair Labor: How Shira Lazar is Helping to Organize the Creator Economy","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-22-141558.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mental-health-a-bill-of-rights-fair-labor-how-shira-lazar-is-helping-to-organize-the-creator-economy\/","date":"May 20, 2026","description":"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.\nThere 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.\nOn this week\u2019s episode of\u00a0Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts Emmy-nominated digital culture expert\u00a0Shira Lazar\u00a0(Founder,\u00a0What’s Trending\u00a0and\u00a0Creators 4 Mental Health), who is at the heart of the effort to help creators.\nJoin us as Shira and Dan talk: Fair Labor, Mental Health, and The Creator Bill of Rights.\n\n\u201cIn 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.\u201d –\u00a0Shira Lazar\u00a0(Founder,\u00a0What’s Trending\u00a0and\u00a0Creators 4 Mental Health)\n\nLabor is Labor\u00a0\u2013 \u00a0Brands\u00a0want\u00a0to work with creators. Creators\u00a0want\u00a0to 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.\u00a0Then\u00a0do ideation. No one benefits when creators do creative labor on spec. It doesn’t allow creators to develop relationships with brands and it\u2019s too easy for brands to walk away. If you don\u2019t want them for a full engagement yet, hire them as a consultant. You\u2019ll get high-level thoughts you can use, and you can end it quickly if it\u2019s not a fit.\nHighlighting the Hurt\u00a0\u2013\u00a0If we had a gym where 30-50% of the people were seriously injured, we\u2019d notice. Shira founded\u00a0Creators 4 Mental Health\u00a0because studies show that social media is clearly hurting creators, yet they lack protections and infrastructure. The organization\u2019s\u00a0landmark study\u00a0found 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.\nThe Creator Bill of Rights\u00a0\u2013 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.\u00a0Shira,\u00a0Lisandra V\u00e1squez, and\u00a0Rep. Ro Khanna\u00a0were the bill’s co-architects. Just like we\u2019ve 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.\nFor more insights from a powerhouse helping to organize the creator economy we all rely on, check out the full episode below.","landing_redirection":""},{"id":5054,"title":"This Week's Influencer: ORBIT Takes on the World; Why iHeart Is Guaranteeing Human; Youth Audio Is Alive and Well; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-12-200711.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-orbit-takes-on-the-world-why-iheart-is-guaranteeing-human-youth-audio-is-alive-and-well-and-more\/","date":"May 13, 2026","description":"How do you help 7500 co-workers be their most creative selves? Find out in the latest episode of\u00a0Ad Infinitum.\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back! Presenting\u00a0Ad Infinitum\u00a0Season 4, Episode 2: “Rahul Sabnis: Guaranteed Human.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes bona fide creative master\u00a0Rahul Sabnis\u00a0(President & Chief Creative Officer,\u00a0iHeartMedia) for a WIDE-ranging conversation spanning: Picking a Side, Creativity for All, The Memory Test, and more. There\u2019s even an Audiolytics breakdown of ads from\u00a0Mint Mobile,\u00a0Aura Frames,\u00a0Toyota, and\u00a0Amazon Prime. Let\u2019s dig in\u2026\n\n\u201cA voice in the dark when you feel alone.\u201d\u00a0 – The purpose of radio, according to\u00a0Rahul Sabnis\u00a0(President & Chief Creative Officer,\u00a0iHeartMedia)\n\nCreativity: More How than What\u00a0\u2013 Rahul\u2019s 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\u2019re hitting a creative roadblock, try this: pay attention to your frustrations. That\u2019s 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\u2019s ads, campaigns, or literally anything: our inner creativity lights up with the magic words, \u201cwhat if\u2026?\u201d\nThe Guaranteed Human\u00a0\u2013 What is the point of radio? It\u2019s to make people feel less alone. It\u2019s 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\u2019s 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.\nThe Memory Test\u00a0\u2013 Marketers, take your ad, read it aloud, wait 5 minutes, then try to tell someone one thing about it. If you can\u2019t do that, your ad\u2019s probably stuffing 10lbs of copy in a 5lb bag. If you can remember one thing, make sure it\u2019s the main thing. And start cutting to make that main thing shine. Your customers are already wading through AI slop on the daily. Don\u2019t feed them \u201ccopy slop\u201d, too. Let simplicity shine.\nWant more insights from two creative heavyweights at the top of their game? Tune in to the full episode below.\n\n\n\n\nYour Monthly ORBIT Report – May 2026\n\nInternational Podcasting Isn\u2019t One Opportunity. It\u2019s 194, but we\u2019ll start with 4.\nInternational 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.\n\n“Stepping into the international podcast market takes courage, but it shouldn’t require a leap of faith.” –\u00a0Steven Abraham\u00a0(President – Intl.,\u00a0Oxford Road)\n\nSpecial shout-out to top-performers #3\u00a0How To Fail With Elizabeth Day, #2\u00a0F1: Beyond The Grid, and #1\u00a0Have A Word With Adam Rowe & Dan Nightingale.\nFor Podcast advertisers ready for worldwide success, we’re showing them exactly where to go. Here are a few tips to start.\n\n\nSport is universal. Individual sports aren\u2019t.\u00a0Internationally, sports mean football (the one where you use only your feet) and F1. Despite their best efforts, the NFL does not travel internationally\u2026 yet. But remember from our\u00a0sports analysis\u00a0that the racing season is much longer, so consider that a plus.\n\n\nTreat each market differently and reap the rewards.\u00a0Within 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.\n\n\nFor 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\u2019re happy to help.\nView the Full May 2026 ORBIT Rankings & Insights\n\nThe Classifieds\n\nDon’t Get Red-Carded on Your International Buy\nNetwork:\u00a0Acast\u00a0\/ Monthly Downloads:\u00a0800k\nThis week\u2019s classifieds are keeping with ORBIT\u2019s international theme, highlighting two shows quintessential to any global campaign. Many people are anxiously awaiting the\u00a02026 World Cup, which also means they are trying to brush up on all things f\u00fatbol before the big event. That\u2019s where our first offering comes into play, with host\u00a0James Richardson turning his decades of experience into content that even the greenest rookie can understand.\nWhether he\u2019s 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\u2019re a part of the conversation, even if they\u2019re across an ocean or cheering for an opposing club. If you don\u2019t want your international campaigns red-carded, click the link below.\nGet The Deal\n\n\u00a0The World Is Complicated, This Show Isn’t\nNetwork:\u00a0Genuina Media\u00a0\/ Monthly Downloads:\u00a0225k\nNot into sports? No problem.\u00a0Fernando Aranc\u00f3n\u00a0has 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.\nHis 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.\nGet The Deal\n\nIn Case You Missed It\nThe Sun Never Sets on Podcast Growth\nSounds Profitable\u2019s\u00a02026 UK Advertising Landscape Study shows that podcasting has moved well beyond \u201cniche media\u201d status, especially with younger audiences. Podcasting now reaches 60% of UK adults 18\u201334 monthly, pulling ahead of broadcast TV at 57%, while TV\u2019s strength is increasingly concentrated among adults 55+. The study also highlights opportunities with the 35\u201354 demo, who are most likely to rank podcasting among their top ad-supported media platforms. Podcasting\u2019s 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\u201334\u2019s 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.\nRead More\nProgrammatic Gets You In, Host Reads Get You Remembered\nAdvertiser Perceptions\u00a0data, highlighted in a\u00a0blog piece\u00a0from\u00a0Cumulus 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\u00a0eMarketer, 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\u2019re not saying direct buying is going away; it can just be complemented by programmatic.\nRead More\nGen Z Has Changed the Channel\nEdison\u2019s Q1 2026 Share of Ear\u00a0data shows that younger consumers are the heaviest daily audio listeners, with persons 13\u201334 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\u201334 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.\nRead More\n\n#SaveTheLiveReads\n\nThese BFFs Just Made Bed Sheets Sound Like Therapy\nThis week\u2019s #STLR winner comes from long-distance besties and hosts of the\u00a0Two Judgey Girls\u00a0podcast as they discuss their love for\u00a0Boll & 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.\nBy 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":5058,"title":"Ad Infinitum S4E02: Guaranteed Human with Rahul Sabnis on AI, Trust & the Future of Audio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-12-200109.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s4e02-guaranteed-human-with-rahul-sabnis-on-ai-trust-the-future-of-audio\/","date":"May 13, 2026","description":"How do you help 7500 co-workers be their most creative selves? Find out in the latest episode of\u00a0Ad Infinitum.\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back! Presenting\u00a0Ad Infinitum\u00a0Season 4, Episode 2: “Rahul Sabnis: Guaranteed Human.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes bona fide creative master\u00a0Rahul Sabnis\u00a0(President & Chief Creative Officer,\u00a0iHeartMedia) for a WIDE-ranging conversation spanning: Picking a Side, Creativity for All, The Memory Test, and more. There\u2019s even an Audiolytics breakdown of ads from\u00a0Mint Mobile,\u00a0Aura Frames,\u00a0Toyota, and\u00a0Amazon Prime. Let\u2019s dig in\u2026\n\n\u201cA voice in the dark when you feel alone.\u201d\u00a0 – The purpose of radio, according to\u00a0Rahul Sabnis\u00a0(President & Chief Creative Officer,\u00a0iHeartMedia)\n\nCreativity: More How than What\u00a0\u2013 Rahul\u2019s 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\u2019re hitting a creative roadblock, try this: pay attention to your frustrations. That\u2019s 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\u2019s ads, campaigns, or literally anything: our inner creativity lights up with the magic words, \u201cwhat if\u2026?\u201d\nThe Guaranteed Human\u00a0\u2013 What is the point of radio? It\u2019s to make people feel less alone. It\u2019s 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\u2019s 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.\nThe Memory Test\u00a0\u2013 Marketers, take your ad, read it aloud, wait 5 minutes, then try to tell someone one thing about it. If you can\u2019t do that, your ad\u2019s probably stuffing 10lbs of copy in a 5lb bag. If you can remember one thing, make sure it\u2019s the main thing. And start cutting to make that main thing shine. Your customers are already wading through AI slop on the daily. Don\u2019t feed them \u201ccopy slop\u201d, too. Let simplicity shine.\nWant more insights from two creative heavyweights at the top of their game? Tune in to the full episode below.","landing_redirection":""},{"id":5021,"title":"May 2026: International Podcasting Isn\u2019t One Opportunity, It\u2019s Four.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Insights-Page-Preview-Images-412-x-250-px.gif","image_alt":"ORBIT Top 15 Performing International Podcasts","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/may-2026-top-15-performing-international-podcasts\/","date":"May 13, 2026","description":"","landing_redirection":""},{"id":5015,"title":"This Week\u2019s Influencer: Investing in Integral News Creators Pays Off; Amazon Sells Merch to Recoup Costs; SQAD\u2019s Major Update; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-05-175550.png","image_alt":"This Week\u2019s Influencer: Mosheh Oinounou","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-investing-in-integral-news-creators-pays-off-amazon-sells-merch-to-recoup-costs-sqads-major-update-and-more\/","date":"May 6, 2026","description":"Who should you trust your ad money with? That\u2019s easy. Who do your listeners trust?\nThis week on\u00a0The Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes back Emmy, Murrow, and Webby Award-winning journalist\u00a0Mosheh Oinounou\u00a0(Founder & Host,\u00a0Mo News) to discuss how he manages to keep his audience informed and entertained without sacrificing his morals or brand safety.\nMo shares the story of how he transformed his legacy news career into a trusted, independent podcast with an audience of +1M strong.\u00a0Even better, he does it all with integrity, not outrage or clickbait. In a shifting news landscape, marketers need mo\u2019 creators like Mo.\nJoin us as they talk: Leaving a Legacy, In Mo We Trust, and Journalistic FOMO.\n\n\u201c[Brands] shouldn\u2019t just be cutting checks to the organizations, podcasts, or creators that just have the largest number of views. They should be rewarding people who are actually contributing to responsible information and dialogue, and frankly, trying to preserve and maybe improve our democracy.\u201d –\u00a0Mosheh Oinounou\u00a0(Founder & Host,\u00a0Mo News)\n\nLeaving a Legacy\u00a0\u2013\u00a0Mo isn\u2019t the only journalist who has felt the pressure to transition away from traditional news media outlets. Brands and listeners are also leaving legacy news for new media like podcasts, which is a favored news medium for\u00a0Gen Z. Should you follow their lead? If you\u2019re buying legacy only, you\u2019re missing out on the most trusted, most influential voices in the biz. But why pick one? If you can measure well and find good deals, keep a toe in each pond, so to speak. Just because something isn\u2019t \u201cenough\u201d doesn\u2019t mean it\u2019s not valuable.\nIn Mo We Trust\u00a0\u2013 Consumers only buy from creators they trust. What makes a trusted creator? Ones like Mo, who prioritize integrity over algorithmic growth. He fact-checks, responds to comments and DMs, and best of all, owns up when he\u2019s made a mistake. Rage-bait and riding trends deliver short-term gains but don’t build long-term trust. Sticking to values and protecting listeners unlocks bigger long-term gains. Look for partners who play the long game, and you\u2019ll win together.\nGet Journalistic FOMO\u00a0\u2013 Here\u2019s the issue: brands can count on journalists like Mo, but the inverse isn\u2019t always true. ORBIT shows the news genre is in the top 15% of all podcast genres for performance, and nothing beats it for scale. Yet brands still struggle to put their faith in creators like Mo, even when there is evidence that they are doing all of the right things. To beat the ad-sales roller coaster, Mo relies on ad-free subscribers. Marketers, we need great journalists, and we need to support them when we find them. It\u2019s good for democracy and your ROI. The easiest of all win-wins. If you don\u2019t support them now, they won\u2019t stick around, or could go ad-free. It\u2019s time to commit, before it\u2019s too late.\nIf you want to learn how Mo builds trust while keeping brand safety top of mind, listen to the full episode at the link below.\n\n\n\n\nThe Classifieds\n\nVenturing Into the Void with Some New Friends\nNetwork:\u00a0Moonbeam Media\u00a0\/\u00a0Monthly Downloads:\u00a0500k\nOur world is inherently political, whether we\u2019re discussing the rising cost of goods\/services or a celebrity\u2019s PR nightmare.\u00a0Matt Bernstein\u00a0thrives, sitting at the intersection of culture and critique, using his platform to discuss high-level insights on seemingly low-level internet chatter. This year, the podcast has increased its publishing frequency and invited a pantheon of well-versed guests, from the likes of journalist\u00a0Kat Tenbarge\u00a0to political streamer\u00a0Caroline Kwan, and TV host\u00a0Krystal Ball.\nThese conversations often divert us into worlds we don’t want to visit ourselves, with influencers we may not have heard of, to make the journey feel less intimidating. Longtime sponsors of the podcast often include high-end DTC brands and female-skewed tech-related B2Bs. This is a recommended opportunity for Gen Z-skewing advertisers with a left-leaning consumer base. When life gives you lemons, grab some vodka for a lemon drop martini and get ready to gab away with your internet besties. You can reserve your seat via the link below.\nGet The Deal\n\nThis Alien Invasion Comes with Wheels and Laughter\nNetwork:\u00a0Backyard Ventures\u00a0\/\u00a0Monthly Downloads:\u00a050k\nSam Tripoli\u00a0has been building a podcasting empire, brick by brick, for years, and with his\u00a0eighth\u00a0new podcast from\u00a0Backyard Ventures, his kingdom has yet another banger of a comedy podcast. Tripoli has a storied career as a stand-up comedian and conspiracy theorist, two things that have long appealed to an older, open-minded male audience. Like the title suggests, each week Tripoli and co-host\u00a0Midnight Mike\u00a0sit down at the Wheel of Doom and spin continually to find videos from all corners of the internet.\nTopics include conspiracy theories, tales of UFO sightings, random rants about the internet, and so much more. Viewers and listeners alike are along for the ride, and it\u2019s no surprise that advertisers have found early success with Q1 performance. This is highly recommended for anyone interested in efficient comedy opportunities or looking for similar offerings to their core YouTube buys. If you\u2019re ready to see what lies beyond, zap yourself up via the link below.\nGet The Deal\n\nIn Case You Missed It\nAmazon Leans In To Their Original Business To Recoup Podcast Losses\nTechCrunch\u00a0is talking about an\u00a0NYT\u00a0report on\u00a0Amazon’s\u00a0restructured podcast business that points out how the giant plans on recovering from recent losses.\u00a0Wondery\u00a0lost 100+ jobs in August 2025, their audio-only podcasts moved under\u00a0Audible, and a new Creator Services division now manages on-camera talent. Amazon’s strategy has shifted to integrate commerce directly with content, exemplified by the\u00a0New Heights’ Kelce Clubhouse. This single storefront consolidates product recommendations, documentaries, and merchandise sales. We often assume tech giants can transfer success into any adjacent category simply because they are already successful, but podcasting is not commerce or cloud infrastructure. Big creator deals were never likely to pay back through ads alone. \u201cMonetize everything\u201d is closer to Amazon\u2019s strengths, but they\u2019re going to have to sell a lot of merch to recoup their hundreds of millions in podcast investments.\nRead More\nBranded Integrations Are on the Rise, Both Here and Abroad\nFresh Air\u00a0founder\u00a0Neil Cowling\u00a0is discussing with\u00a0IPA\u00a0how podcasting has crossed into its commercial era. Natural selection has produced a powerful tier of premium publishers, while measurement tools like\u00a0Podscribe\u00a0and\u00a0Magellan AI\u00a0now enable KPI alignment with other media, and video integration has made podcasting a multi-touchpoint brand vehicle. He cites a\u00a0Waitrose-branded podcast moving brand metrics and a\u00a0Cartier\/NYT\u00a0Modern Love\u00a0campaign as proof that premium contextual integration outperforms standard ad placements. Podcasting\u2019s commercial maturity is spreading beyond the U.S. That matters for global marketers who want a consistent audio strategy across markets. The U.S. podcast market has had a head start, but as this article points out, it is only a matter of time before international markets catch up. Don\u2019t wait to get in on the trend, though, or you\u2019ll be fighting with other brands for the same attention.\nRead More\nSQAD Brings Their Industry Standard-Setting Tools To Podcasts & CTV\nGuideline\u00a0is expanding its SQADCosts Local platform \u2014 which has long been the standard CPM benchmarking reference for local linear TV and radio buys \u2014 to include geo-targeted CPMs for digital audio and podcasts across 60+ top U.S. publishers, using the same framework buyers already rely on. The extension normalizes CPMs, ad lengths, and content types across publishers, uses a directly comparable baseline for targeting, and adds CTV benchmarks alongside audio. If you\u2019ve bought local radio or TV, you may be familiar with SQAD as a cost source. Those same guidelines are now being extended to CTV, streaming audio, and podcasts, giving marketers a useful new pricing reference.\nRead More\n\n#SaveTheLiveReads\n\nThese Tecovas Boots Are Circling Back To a Country Two Step\nDillon Cheverere,\u00a0Dave Ruff, and part-time former co-host\u00a0Will deFries\u00a0on the\u00a0Circling Back\u00a0podcast are making plans and looking great, thanks to\u00a0Tecovas. After some killer intro sound effects that make you want to two-step, these guys launch into their love for Tecovas like it’s a hangout over a cold one. Their natural, almost throwaway delivery is exactly what makes it work. They’re not selling boots. They’re just hyping up the weekend in Tecovas like they’re about to ride off into the sunset.\nThe back-and-forth about a pair of sharp black Cartwrights turns the ad into two guys hyping each other up in front of a closet, and somehow you want in. Product details sneak in perfectly, with just enough dramatic flair on the word “meticulous” to make you actually laugh out loud. Clean 10% off offer, easy URL, and suddenly buying cowboy boots feels like the most logical decision you’ve made all week. Point your toes west via the link below.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3436,"title":"Mosheh Oinounou\u2019s Best Move: Leaving Legacy Media to Restore Trust in News","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-05-05-201513.png","image_alt":"Mosheh Oinounou","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mosheh-oinounous-best-move-leaving-legacy-media-to-restore-trust-in-news\/","date":"May 6, 2026","description":"Who should you trust your ad money with? That\u2019s easy. Who do your listeners trust?\nThis week on\u00a0The Media Roundtable,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes back Emmy, Murrow, and Webby Award-winning journalist\u00a0Mosheh Oinounou\u00a0(Founder & Host,\u00a0Mo News) to discuss how he manages to keep his audience informed and entertained without sacrificing his morals or brand safety.\nMo shares the story of how he transformed his legacy news career into a trusted, independent podcast with an audience of +1M strong.\u00a0Even better, he does it all with integrity, not outrage or clickbait. In a shifting news landscape, marketers need mo\u2019 creators like Mo.\nJoin us as they talk: Leaving a Legacy, In Mo We Trust, and Journalistic FOMO.\n\n\u201c[Brands] shouldn\u2019t just be cutting checks to the organizations, podcasts, or creators that just have the largest number of views. They should be rewarding people who are actually contributing to responsible information and dialogue, and frankly, trying to preserve and maybe improve our democracy.\u201d –\u00a0Mosheh Oinounou\u00a0(Founder & Host,\u00a0Mo News)\n\nLeaving a Legacy\u00a0\u2013\u00a0Mo isn\u2019t the only journalist who has felt the pressure to transition away from traditional news media outlets. Brands and listeners are also leaving legacy news for new media like podcasts, which is a favored news medium for\u00a0Gen Z. Should you follow their lead? If you\u2019re buying legacy only, you\u2019re missing out on the most trusted, most influential voices in the biz. But why pick one? If you can measure well and find good deals, keep a toe in each pond, so to speak. Just because something isn\u2019t \u201cenough\u201d doesn\u2019t mean it\u2019s not valuable.\nIn Mo We Trust\u00a0\u2013 Consumers only buy from creators they trust. What makes a trusted creator? Ones like Mo, who prioritize integrity over algorithmic growth. He fact-checks, responds to comments and DMs, and best of all, owns up when he\u2019s made a mistake. Rage-bait and riding trends deliver short-term gains but don’t build long-term trust. Sticking to values and protecting listeners unlocks bigger long-term gains. Look for partners who play the long game, and you\u2019ll win together.\nGet Journalistic FOMO\u00a0\u2013 Here\u2019s the issue: brands can count on journalists like Mo, but the inverse isn\u2019t always true. ORBIT shows the news genre is in the top 15% of all podcast genres for performance, and nothing beats it for scale. Yet brands still struggle to put their faith in creators like Mo, even when there is evidence that they are doing all of the right things. To beat the ad-sales roller coaster, Mo relies on ad-free subscribers. Marketers, we need great journalists, and we need to support them when we find them. It\u2019s good for democracy and your ROI. The easiest of all win-wins. If you don\u2019t support them now, they won\u2019t stick around, or could go ad-free. It\u2019s time to commit, before it\u2019s too late.\nIf you want to learn how Mo builds trust while keeping brand safety top of mind, listen to the full episode at the link below.","landing_redirection":""},{"id":5010,"title":"This Week's Influencer: Calacanis on AI; SiriusXM Lands YouTube; iHeart Gets Measurable; Heather McMahan Fasts; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/05\/Captura-de-pantalla-2026-04-28-145000.png","image_alt":"Jason Calacanis","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-calacanis-on-ai-siriusxm-lands-youtube-iheart-gets-measurable-heather-mcmahan-fasts-and-more\/","date":"April 29, 2026","description":"The way to thrive in an AI future? Be authentically human.\nThis week on\u00a0The 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.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) chatted with\u00a0Jason Calacanis\u00a0(Angel Investor & Host,\u00a0This Week in Startups\u00a0&\u00a0All-In), to break down the current state of podcasting and what\u2019s next. What do they agree on? AI can\u2019t outperform human connection.\nThe team takes on: Conversations Over Impressions, Remember the Trough, The George Lucas Alley-Oop, and more. Let\u2019s dig in.\n\n\u201cIn a world of unlimited impressions, what matters? It’s that authenticity and aligning yourself with the conversations that matter.\u201d –\u00a0Jason Calacanis\u00a0(Angel Investor & Host,\u00a0This Week in Startups\u00a0&\u00a0All-In)\n\nConversations over Impressions\u00a0\u2013 You can get your fill of impressions almost anywhere, but you should know you\u2019re encouraging the conversation wherever you are investing your dollars. It\u2019s 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\u2019s more futureproof too. Jason believes there\u2019s always a place for\u00a0 \u201cpeople who can create new things in the world.\u201d Support the creators bringing new things into the world that align with your values. Their fans will support you too.\nThe George Lucas Alley-Oop\u00a0\u2013 You miss 100% of the moments you\u2019re not present for. Skilled interviewers (like Jason, who studied Charlie Rose, Howard Stern, and Oprah) can sense when the moments audiences crave appear. That\u2019s when they go off-script and discover something new. Stay on the old track, and you\u2019re like the interviewer who asked George Lucas about merchandise, ignoring an alley-oop about Lucas\u2019 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.\nRemember the Trough\u00a0\u2013 The most valuable journeys you take in life are often marred with a trough of strife somewhere along the way. \u00a0Expecting that dip means you\u2019ll 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.\nSee the future in Jason\u2019s crystal ball by tuning in to the full episode below\n\n\n\n\nThe Classifieds\n\nConvicted and Cleared for Takeoff\nNetwork:\u00a0Impressions.fm\u00a0\/\u00a0Monthly Downloads:\u00a0500k\nAre you bold? Are you brash? Do you like to fly high and live fancy free?\u00a0Barry Oberholzer\u00a0can be described as just that, and in his wild podcast from\u00a0Impressions.fm, he\u2019s more than happy to show it. In one of the most unique, out there examples of audio\u2019s potential, each episode of this opportunity is recorded within the confines of a Bell 505 Jet Ranger X helicopter.\u00a0High 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.\nThere\u2019s an expert level of production that is highlighted by the\u00a0video portion\u00a0of this opportunity. Watch as\u00a0Heidi Montag\u00a0flies above the wreckage of her home in the Palisades, or as\u00a0Allen Iverson\u00a0grows 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.\nGet The Deal\n\nThese Internet Best Friends Help Cure the Loneliness Epidemic\nNetwork:\u00a0TMG Studios\u00a0\/\u00a0Monthly Downloads:\u00a0145k\nLos Angeles is a city of transplants, but with its size and constant traffic, Angele\u00f1os rank among the loneliest\u00a0US citizens. For hosts\u00a0Tristan Watson\u00a0and\u00a0Channing 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\u2019re bringing those good vibes to their podcast\u00a0Not That Y\u2019all Care, a weekly sit-down that involves light roasting, long tangents, general shenanigans, and a strong sense of community.\nFor their loyal listeners, each episode is a welcome distraction from the world and an outlet for those who miss the deep friendships they might\u2019ve left behind. Since joining\u00a0TMG Studios\u00a0last year, many female-skewing high-end DTC advertisers have seen success with the show\u2019s hosts. If you actually do care, as you should, you will click below for additional details.\nGet The Deal\n\nIn Case You Missed It\nYouTube Was Already an Audio Giant. Now It\u2019s Accessible at Scale\nYouTube\u00a0has long been a massive audio platform, but buying its inventory at scale wasn\u2019t possible until now.\u00a0SiriusXM Media\u00a0struck 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\u2019s 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.\nRead More\nNetflix\u2019s Podcast Audience is a Work in Progress\nHernan Lopez’s\u00a0Streamonomics\u00a0analysis of\u00a0Netflix’s\u00a0Q1 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\u00a0Samba\u00a0TV\u00a0estimates they represented just 0.5% of Netflix\u2019s 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\u2019t confuse platform buzz with actual audience delivery.\nRead More\nRadio Ads Work. Now iHeart Wants to Actually Prove It\niHeartMedia’s\u00a0AudioGraph\u00a0platform aims to make broadcast radio addressable and programmatically transactable \u2014 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\u00a0iHeartRadio\u00a0app and\u00a0TransUnion\u00a0identity data,\u00a0Chief Business Officer Lisa Coffey\u00a0projects 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\u2019s real value will come down to whether it makes radio easier to plan, target, optimize, and prove out inside a broader media mix.\nRead More\n\n#SaveTheLiveReads\n\nWhen the Ad Feels Like a Voice Memo From Your Best Friend\nHeather McMahan\u00a0has absolutely cooked with this week\u2019s #STLR on her podcast,\u00a0Absolutely Not,\u00a0with her tried and true testament to fasting with\u00a0Prolon 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\u2013fat loss, glowing skin, cellular renewal, and muscle protection\u2013but 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.\nThen, 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nA New Scorecard That Could Unlock Serious Podcast Ad Dollars\nPodcast News Daily‘s deep dive on\u00a0Bumper‘s new audience verification tool anchored its argument in our\u00a0What Brands Want 2025\u00a0finding: 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.\nRead More\nThe More AI Takes Over, The More a Human Voice Is Worth\nOur Media Roundtable episode, “The Guaranteed Human in an Artificial World,” was featured in\u00a0Podcast 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":5006,"title":"Authenticity Tops AI: Predicting Podcasting\u2019s Future with Jason Calacanis","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-28-192852.png","image_alt":"Predicting Podcasting\u2019s Future with Jason Calacanis","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/authenticity-tops-ai-predicting-podcastings-future-with-jason-calacanis\/","date":"April 29, 2026","description":"The way to thrive in an AI future? Be authentically human.\nThis week on\u00a0The 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.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) chatted with\u00a0Jason Calacanis\u00a0(Angel Investor & Host,\u00a0This Week in Startups\u00a0&\u00a0All-In), to break down the current state of podcasting and what\u2019s next. What do they agree on? AI can\u2019t outperform human connection.\nThe team takes on: Conversations Over Impressions, Remember the Trough, The George Lucas Alley-Oop, and more. Let\u2019s dig in.\n\n\u201cIn a world of unlimited impressions, what matters? It’s that authenticity and aligning yourself with the conversations that matter.\u201d –\u00a0Jason Calacanis\u00a0(Angel Investor & Host,\u00a0This Week in Startups\u00a0&\u00a0All-In)\n\nConversations over Impressions\u00a0\u2013 You can get your fill of impressions almost anywhere, but you should know you\u2019re encouraging the conversation wherever you are investing your dollars. It\u2019s 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\u2019s more futureproof too. Jason believes there\u2019s always a place for\u00a0 \u201cpeople who can create new things in the world.\u201d Support the creators bringing new things into the world that align with your values. Their fans will support you too.\nThe George Lucas Alley-Oop\u00a0\u2013 You miss 100% of the moments you\u2019re not present for. Skilled interviewers (like Jason, who studied Charlie Rose, Howard Stern, and Oprah) can sense when the moments audiences crave appear. That\u2019s when they go off-script and discover something new. Stay on the old track, and you\u2019re like the interviewer who asked George Lucas about merchandise, ignoring an alley-oop about Lucas\u2019 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.\nRemember the Trough\u00a0\u2013 The most valuable journeys you take in life are often marred with a trough of strife somewhere along the way. \u00a0Expecting that dip means you\u2019ll 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.\nSee the future in Jason\u2019s crystal ball by tuning in to the full episode below","landing_redirection":""},{"id":5000,"title":"This Week's Influencer: AI\u2019s Place in Content Creation; Women's Health Has A New Champion; Don\u2019t Leave True Crime Money on the Table; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-21-151823.png","image_alt":"The Guaranteed Human in an Artificial World","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-ais-place-in-content-creation-womens-health-has-a-new-champion-dont-leave-true-crime-money-on-the-table-and-more\/","date":"April 22, 2026","description":"Can you lean into AI advancements without losing human connection? Find out on a new Media Roundtable.\nDuring SXSW,\u00a0Will Pearson\u00a0(President,\u00a0iHeartPodcasts) hosted \u201cThe Guaranteed Human In An Artificial World.\u201d Will took the stage with some of the sharpest thinkers in podcasting:\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn),\u00a0Gladwell Mwangi\u00a0(Paid Media Enablement Lead,\u00a0Whole Foods Market), and\u00a0Richard Case\u00a0(VP, Growth Marketing,\u00a0GoodRX).\nJoin us as they cover: The Guaranteed Human, Finding your Center, AI-Augmented, and more. Let\u2019s dig in.\n\n“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.” –\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn)\n\nThe Guaranteed Human\u00a0\u00a0\u2013 Podcasting\u2019s 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\u2019t work. AI can sound human, but we don\u2019t trust it like a human. iHeart\u2019s emphasis on human-voiced content reinforces the trust that underpins audio\u2019s unique connection\nFind your Center\u00a0\u2013 I tools are just that: tools. They can be great for accomplishing tasks, but they can\u2019t tell you what\u2019s 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\u2019s 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\nAI-Augmented, not AI-Generated\u00a0\u2013 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\u2019t overshadow the human creating it. In Brendan\u2019s words: \u201cListeners can tell.\u201d 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\u2019ll have given up your advantage.\nFor more insights from industry leaders working to use AI while staying human, check out the full chat here.\n\n\n\n\nThe Classifieds\n\nThese Tech Grandpas Have a Lot to Say\nNetwork:\u00a0Backbeat Media\u00a0\/\u00a0Monthly Downloads:\u00a06k\nTech 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\u00a0Jason DeFillippo, Brian Schulmeister, and Dave Bittner\u00a0crack non-stop jokes, difficult-to-understand concepts suddenly feel coherent, and the absurdity of this world becomes that much more stark.\nOften described as \u201cTech\u2019s Walk of Shame,\u201d there is a heavy emphasis on roasting tech CEO\u2019s 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\u2019s no possible user error in finding more info. It\u2019s at the link below.\nGet The Deal\n\nPress Play on Your Health\nNetwork:\u00a0Audacy\u00a0\/\u00a0Monthly Downloads:\u00a0200k\nTech is a non-stop industry, but when it comes to women\u2019s health, we\u2019re 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\u00a0population.\u00a0Dr. Mary Claire Haver\u00a0knows this reality all too well as a board-certified OB\/GYN and certified menopause practitioner with two decades of experience.\nIn 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.\nGet The Deal\n\nIn Case You Missed It\nOh Canada, How We Study Your Audio Trends\nSignal Hill Insights\u00a0is launching\u00a0Audio 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\u2019s Infinite Dial has provided a digital audio view of Canada, but the latest public report on Edison\u2019s 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\u2019ve got \u2018em.\nRead More\nGen Z Avoids the News Desks in Favor of Podcasts\nReuters Institute’s\u00a0Young People and the News report\u00a0finds 18-24 year olds are more engaged with podcasts than older demographics, but not with news podcasts.\u00a0Joe Rogan\u00a0tops 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.\u00a0TikTok,\u00a0Instagram, and\u00a0YouTube\u00a0now surpass\u00a0Facebook\u00a0as 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.\nRead More\nIAB Confirms Podcasting Is Still Growing\nThe\u00a0IAB\/PwC\u00a02025 Internet Advertising Revenue Report\u00a0says 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\u2019s 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nSo Money Has \u201cFound\u201d Financial Clarity\nFarnoosh Torabi\u00a0on her podcast,\u00a0So Money, strikes a thoughtful and light-hearted stellar live read for\u00a0Found. 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.\nThe 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nORBIT’s True Crime Report Refuses to Go Cold\nThe ORBIT coverage keeps coming. Our\u00a0Top 15 Performing True Crime Podcasts\u00a0report has now been picked up by\u00a0Sounds Profitable,\u00a0Podnews,\u00a0Podcast News Daily,\u00a0Podcast Business Journal,\u00a0Ads Of Brands, and\u00a0Roastbrief. 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.\nThe data is ours. The press is talking. The question is whether your brand is in the conversation.\nRead More\nORBIT Goes to Bat for Independent Podcasts\nBen Robins\u00a0of\u00a0The Sound Insights Report\u00a0built his latest piece around a single data point from\u00a0ORBIT: 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.\nRead More\nBill Burr’s Host-Reads Are So Good, They’re Pressing Vinyl\nOur November ranking of the\u00a0Top 15 Performing Comedy Podcasts\u00a0just got a real-world encore. Literally.\u00a0Podnews\u00a0reported that after\u00a0Bill Burr\u00a0landed the #1 spot for comedy podcasts among advertisers, his ad sales team at\u00a0Impressions.fm\u00a0celebrated 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4997,"title":"The Guaranteed Human in an Artificial World","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-21-151823.png","image_alt":"The Guaranteed Human in an Artificial World","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-guaranteed-human-in-an-artificial-world\/","date":"April 22, 2026","description":"Can you lean into AI advancements without losing human connection? Find out on a new Media Roundtable.\nDuring SXSW,\u00a0Will Pearson\u00a0(President,\u00a0iHeartPodcasts) hosted \u201cThe Guaranteed Human In An Artificial World.\u201d Will took the stage with some of the sharpest thinkers in podcasting:\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn),\u00a0Gladwell Mwangi\u00a0(Paid Media Enablement Lead,\u00a0Whole Foods Market), and\u00a0Richard Case\u00a0(VP, Growth Marketing,\u00a0GoodRX).\nJoin us as they cover: The Guaranteed Human, Finding your Center, AI-Augmented, and more. Let\u2019s dig in.\n\n“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.” –\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn)\n\nThe Guaranteed Human\u00a0\u00a0\u2013 Podcasting\u2019s 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\u2019t work. AI can sound human, but we don\u2019t trust it like a human. iHeart\u2019s emphasis on human-voiced content reinforces the trust that underpins audio\u2019s unique connection\nFind your Center\u00a0\u2013 I tools are just that: tools. They can be great for accomplishing tasks, but they can\u2019t tell you what\u2019s 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\u2019s 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\nAI-Augmented, not AI-Generated\u00a0\u2013 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\u2019t overshadow the human creating it. In Brendan\u2019s words: \u201cListeners can tell.\u201d 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\u2019ll have given up your advantage.\nFor more insights from industry leaders working to use AI while staying human, check out the full chat here.","landing_redirection":""},{"id":4985,"title":"This Week\u2019s Influencer: SXSW Panel with Tim Ferriss on AI; True Crime Isn\u2019t As Scary As It Seems; Podcast Replaces Daytime TV; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-14-193402.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-sxsw-panel-with-tim-ferriss-on-ai-true-crime-isnt-as-scary-as-it-seems-podcast-replaces-daytime-tv-and-more\/","date":"April 15, 2026","description":"Creators may think they have an idea where AI is heading, but now they\u2019re faced with a critical decision: when to lean in and when to run in the opposite direction. With constant changes and new reports of \u201cAI brain fry,\u201d it\u2019s hard to get an accurate picture: does AI help creators or harm them? Is there a world in which there is a happy medium?\nThis week\u2019s 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\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) as he hosts podcasting powerhouses\u00a0Tim Ferriss\u00a0(Entrepreneur & Host,\u00a0The Tim Ferriss Show) and\u00a0Dr. Laurie Santos\u00a0(Psychologist\u00a0& Host,\u00a0The Happiness Lab) for an existential examination of AI.\nThe panel breaks down when and how to use AI, and tackles the all-important question, \u201cWhat the hell is going on?\u201d Join them as they talk: Listener loyalty, screen fatigue, and the real cost of letting AI do your thinking.\n\n\u201cThe 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.\u201d –\u00a0Tim Ferriss\u00a0(Entrepreneur & Host,\u00a0The Tim Ferriss Show)\n\nAI Affects Creators & Their Bottom Line\u00a0\u00a0\u2013\u00a0AI might grow your profit, but it\u2019ll definitely burn you out. The proof? Laurie mentions\u00a0a new study published in Harvard Business Review\u00a0that 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 \u201cAI brain fry\u201d AND miss out on work that is meaningful to you. Weigh the cost carefully.\nYour Listeners Trust YOU, Not ChatGPT\u00a0\u2013\u00a0The 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 \u201calgorithm gods.\u201d He\u2019s posted short videos with millions of views\u2026 but they\u2019ve made zero impact on podcast downloads. Remember: the algorithm\u2019s 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.\nThink Consistency, Not Change\u00a0\u2013 What makes AI different from other technologies? How quickly it evolves. Tim explains that \u201ceven the programmers don\u2019t fully know what an LLM is going to do\u201d once it\u2019s finalized. Let\u2019s take the heat off creators and marketers: there\u2019s 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.\nWant the AI user guide for podcasts? Tune in at the link below.\n\n\n\n\nYour Monthly ORBIT Report April 2026\n\nTrue Crime is One of Podcasting’s Biggest Genres, and One of the Most Misunderstood\nTrue 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\u2019s driving performance in True Crime today, we used ORBIT (Oxford Road Benchmark Intelligence Tool). Special shout-out to top-performers #3\u00a0Crime, Conspiracy, Cults And Murder, #2\u00a0True Crime Obsessed, and #1\u00a0Cold Case Files.\nTurns out, while True Crime winners are frequent, they\u2019re extremely varied, too. For marketers, where ad dollars are invested in True Crime and how they\u2019re deployed make all the difference. For a closer look at succeeding in podcasting\u2019s founding genre, we turned to ORBIT.\n\n\nTrue Crime isn\u2019t a Monolith: True Crime might be one genre, but it\u2019s 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.\n\n\nMind 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.\n\n\nWhen 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.\nView April’s ORBIT Report Here\n\nThe Classifieds\n\nShe\u2019s Eating Pinkberry and Enjoying Life\nNetwork:\u00a0Dear Media\u00a0\/\u00a0Monthly Downloads:\u00a015k\nFrom the shores of\u00a0Laguna Beach\u00a0to the peaks of\u00a0The Hills,\u00a0Lo Bosworth\u00a0has always struck a chord with those looking for a wholesome reality-TV role model. In her newest era as the CEO of\u00a0Love Wellness\u00a0and mom to a baby girl, Bosworth feels ready to share her life lessons. In the first episode of her premiere podcast with\u00a0Dear Media, Bosworth produced an interesting before-and-after narrative, recording the first half pre-birth and the second half post-delivery.\nThe 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.\nGet The Deal\n\nThe Stars Say You Need to Test This Podcast\nNetwork:\u00a0Moonbeam Media\u00a0\/\u00a0Monthly Downloads:\u00a015k\nIn a big world full of unknown variables, astrology makes its followers feel grounded and part of something larger than themselves. It\u2019s no wonder that its practice has grown in popularity and created a\u00a0$3 billion industry. Podcasting has always been a perfect place for niche communities to take root and grow, so it\u2019s no surprise that\u00a0Amanda Steele\u00a0found quick success in launching her newest offering with\u00a0Moonbeam Media.\nEach 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\u2019re going to test into this podcast, which you can find at the link below.\nGet The Deal\n\nIn Case You Missed It\nThe LatAm Sports Market Hasn’t Scored… Yet\nDespite futbol\u2019s 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\u00a02026 World Cup\u00a0just 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\u2019t, 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.\nRead More\nPodcasts Are the New Daytime TV\nAdweek\u00a0argues 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\u00a0Netflix, companies including\u00a0Tubi,\u00a0Roku,\u00a0Amazon, and\u00a0MS Now\u00a0are pursuing similar strategies to attract younger viewers and compete more directly with\u00a0YouTube. Credit to\u00a0Hernan Lopez\u00a0at\u00a0Owl & Co.\u00a0for 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.\nRead More\nThe Daily Wire Opens New Doors for Advertisers\nThe Daily Wire\u00a0is expanding its podcast slate with five new shows across news, culture, entertainment, true crime, and lifestyle genres, broadening the company\u2019s lineup beyond the political programming it is best known for. At the same time, it hired veteran audio sales executive\u00a0Adam Gilbert\u00a0as 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nWatch Your Package Go Long Gone with ShipStation\nChris Black\u00a0and\u00a0Jason Stewart, hosts of the bi-coastal phenomenon the\u00a0How Long Gone\u00a0Podcast, pull out a chaotically charming live read for\u00a0ShipStation, where two guys accidentally discover the logistics of shipping efficiency in real time. The whole thing kicks off with that classic \u201cwe\u2019re busy, we don\u2019t know what\u2019s going on\u201d energy, which somehow makes a shipping platform feel deeply relatable to the masses. Jason\u2019s throwback to the old way of shipping, walking into \u201csome place,\u201d talking to \u201csome guy,\u201d and blindly agreeing to a price is hilarious and painfully accurate.\nWhat makes this read fun is how ShipStation gets framed as this behind-the-scenes friend who actually knows what\u2019s going on, casually sorting through UPS, USPS, and FedEx like a logistics sommelier. There\u2019s something very on-brand about turning \u201crate shopping and fulfillment\u201d into \u201ccutting your chaos in half so you can go do literally anything else.\u201d 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, \u201chey, stop doing it the hard way for no reason.\u201d\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nData FINALLY Confirms Audio Isn\u2019t Just for Awareness\nLittle Black Book is spotlighting our recent\u00a0Sound of Growth\u00a0report, which finally puts numbers behind what we’ve long believed: audio doesn’t just build awareness\u2014it 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\u2019re curious about how this applies to your campaigns, read the full report\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":4982,"title":"Less Noise, More Life: The Science of Thriving in an Artificial World.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-15-192056.png","image_alt":"Less Noise, More Life: The Science of Thriving in an Artificial World.","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/less-noise-more-life-the-science-of-thriving-in-an-artificial-world\/","date":"April 15, 2026","description":"Creators may think they have an idea where AI is heading, but now they\u2019re faced with a critical decision: when to lean in and when to run in the opposite direction. With constant changes and new reports of \u201cAI brain fry,\u201d it\u2019s hard to get an accurate picture: does AI help creators or harm them? Is there a world in which there is a happy medium?\nThis week\u2019s 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\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) as he hosts podcasting powerhouses\u00a0Tim Ferriss\u00a0(Entrepreneur & Host,\u00a0The Tim Ferriss Show) and\u00a0Dr. Laurie Santos\u00a0(Psychologist\u00a0& Host,\u00a0The Happiness Lab) for an existential examination of AI.\nThe panel breaks down when and how to use AI, and tackles the all-important question, \u201cWhat the hell is going on?\u201d Join them as they talk: Listener loyalty, screen fatigue, and the real cost of letting AI do your thinking.\n\n\u201cThe 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.\u201d –\u00a0Tim Ferriss\u00a0(Entrepreneur & Host,\u00a0The Tim Ferriss Show)\n\nAI Affects Creators & Their Bottom Line\u00a0\u00a0\u2013\u00a0AI might grow your profit, but it\u2019ll definitely burn you out. The proof? Laurie mentions\u00a0a new study published in Harvard Business Review\u00a0that 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 \u201cAI brain fry\u201d AND miss out on work that is meaningful to you. Weigh the cost carefully.\nYour Listeners Trust YOU, Not ChatGPT\u00a0\u2013\u00a0The 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 \u201calgorithm gods.\u201d He\u2019s posted short videos with millions of views\u2026 but they\u2019ve made zero impact on podcast downloads. Remember: the algorithm\u2019s 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.\nThink Consistency, Not Change\u00a0\u2013 What makes AI different from other technologies? How quickly it evolves. Tim explains that \u201ceven the programmers don\u2019t fully know what an LLM is going to do\u201d once it\u2019s finalized. Let\u2019s take the heat off creators and marketers: there\u2019s 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.\nWant the AI user guide for podcasts? Tune in at the link below.","landing_redirection":""},{"id":4953,"title":"April 2026: True Crime is One of Podcasting's Biggest Genres, but It's Still Misunderstood","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/ORBIT-April-26-Preview-Image.png","image_alt":"ORBIT Top 15 Performing True Crime Podcasts","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/april-2026-orbit-top-15-performing-true-crime-podcasts\/","date":"April 14, 2026","description":"","landing_redirection":""},{"id":4961,"title":"This Week\u2019s Influencer: Brands See the Benefits When They Go Indie; Creator Economy on the Rise; Spotify\u2019s Carousel Starts Spinning; and more\u2026.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-07-145503.png","image_alt":"This Week\u2019s Influencer: Brands See the Benefits When They Go Indie","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-brands-see-the-benefits-when-they-go-indie-creator-economy-on-the-rise-spotifys-carousel-starts-spinning-and-more\/","date":"April 8, 2026","description":"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\u2019re spilling it on the new Media Roundtable: Special Edition.\nThis week, we\u2019re going back to Podcast Movement Evolutions at SXSW, where\u00a0Miranda Romano\u00a0(SVP, Media,\u00a0Oxford Road) moderated a performance-unlocking panel, \u201cThe Power of Independence: Why Brands Are Betting on Independent Creators.\u201d Sharing their indie wisdom was an all-star panel of brand leaders:\n\n\nBrynn Greenelsh\u00a0(Audio Marketing,\u00a0Auctane\u2013Stamps.com\u00a0&\u00a0ShipStation)\n\n\nJessica Williams\u00a0(Global Brand Marketing & Partnerships,\u00a0Shopify)\n\n\nBrittany Clevenger\u00a0(Senior Director of Growth Marketing,\u00a0BetterHelp)\n\n\nJoin us as they cover: Becoming a Household Name, Unmatched Access, Ask An Expert, and more. Let\u2019s dig in.\n\n“Get on the small shows, and it’ll be so worth it.” –\u00a0Brittany Clevenger\u00a0(Senior Director of Growth Marketing,\u00a0BetterHelp)\n\nHousehold Names\u00a0\u2013 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.\u00a0 That makes you the most important brand for the die-hard audiences that love the show. Our\u00a0ORBIT data agrees: indie podcasts are 80% of our top 15 performing shows. When you show up for indie creators, the creators\u2019 fans show up for you.\nYour All-Access Pass\u00a0\u2013 When you place an ad on a giant show, hosted on a giant network, you\u2019re not talking to the host. When you partner with an independent creator, it\u2019s easier to hop on a call with them. You can spitball, workshop the creative to fit their voice, make the ad work for them\u00a0and\u00a0your brand. You don\u2019t just have a host on autopilot reading copy points; they\u2019re eager to make the ad land for their audience. Our panelists agree, unmatched host access unlocks unmatched performance.\nHere to Help\u00a0\u2013 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\u2019t tell her to say it). Her point: there\u2019s 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.\nFor more insights from brand leaders who understand the power of independent creators, check out the full chat via the links below:\n\n\n\n\nThe Classifieds\n\nA Momfluencer Makes her Influencer Debut\nNetwork:\u00a0Dead Center Talent LLC\u00a0\/\u00a0Monthly Downloads:\u00a030k\nBeing a parent is hard, and it\u2019s not getting any easier. It\u2019s difficult for moms to trust outside perspectives and feel like their struggles are seen.\u00a0Momfluencers\u00a0have become a broader trend in the face of this uncertainty.\u00a0Allisa Rose\u00a0centers 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.\nWhether she\u2019s updating her son\u2019s 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\u2019s 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\u2019t cry over spilled milk! Click below for more information.\nGet The Deal\n\nThanks for Everything, Sal Saperstein\nNetwork:\u00a0Studio71\u00a0\/ Monthly Downloads:\u00a015k\nWhat do you get when every episode\u2019s 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\u00a0Ike Barinholtz\u00a0hosts a weekly sit-down with equally funny people to test their knowledge, dive into their personal experiences, and showcase the deep bonds he\u2019s made with his friends. He\u2019s interviewed fellow show creator\u00a0Mindy Kaling\u00a0in the first episodes, whom he has worked with extensively since 2012, as well as\u00a0Running Point\u00a0star\u00a0Kate Hudson.\nAs Barinholtz has many comedy credits to his name (MadTV,\u00a0The Studio,\u00a0Eastbound and Down, etc.), there\u2019s 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\u2019s funny that you ask for more details, because they can be found via the link below.\nGet The Deal\n\nIn Case You Missed It\nThe Creator Economy Is Getting Ready to Enter a Bull Market\nAt\u00a0YouTube’s\u00a0NewFronts,\u00a0Coach\u2019s VP of Marketing Kimberley Wallengren\u00a0and\u00a0Unilever’s Chief Media Officer Ryu Yokoi\u00a0both 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.\u00a0YouTube’s Brian Gargan\u00a0urged brands to scale creator content with AI-powered paid formats.\u00a0eMarketer projects\u00a0social 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.\nRead More\nThe Media Hierarchy Enters a New Realm\nPodcast News Daily\u00a0flagged that\u00a0Comcast Advertising\u00a0is 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.\nRead More\nRead More\nSpotify Wants More Than Your Ears\nSpotify\u00a0introduced 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\u2019s 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\u2019s push to build a more full-funnel ad suite. If you are a DTC advertiser already active on\u00a0Spotify,\u00a0Carousel ads\u00a0are 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.\nRead More\n\n#SaveTheLiveReads\n\nThis Housewife Gets Real About Function Health\nTaking center stage in this week\u2019s #STLR is the co-host of the\u00a0Humble Brag Podcast,\u00a0Cynthia Bailey, with one of the most vulnerable and raw hooks we\u2019ve ever had in our weekly highlights.\u00a0 Starting off with a deeply personal story about her mother\u2019s recent health struggles, Cynthia underscores the importance of family support and the ongoing effort it takes to care for loved ones. That\u2019s where\u00a0Function Health\u00a0naturally comes in as she connects her experience to how the platform has helped her expand her knowledge and prioritize meaningful testing.\nWhat really elevates the read is her specificity, calling out particular health markers she\u2019s 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\u2019s clear this \u201chumble brag\u201d is anything but. If you want to see how a great ad can be functional yet relatable, listen via the link below.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nVideo Finds the Audience, Audio Wins Them Over\nOxford Road‘s SVP of Media,\u00a0Miranda Romano, is making waves with a new LinkedIn article that\u00a0Sounds Profitable flagged\u00a0for its readers. Her argument? The creator ecosystem is a marketing funnel\u2014and 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.\nRead More\nDownloads Don’t Drive Our Decisions, Results Do\nOxford Road‘s Director of Podcast Media,\u00a0Courtney O’Connor, joined the\u00a0PodBiz\u00a0podcast to break down how brands actually spend in podcasting\u2014and why the old playbook doesn’t work.\u00a0Podcast News Daily\u00a0picked 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\u00a0here\u00a0and read the coverage\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":4957,"title":"The Power of Independence: Why Brands Are Betting on Independent Creators","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/YouTube-Thumbnails-and-Mailchimp-Header-1.png","image_alt":"The Power of Independence: Why Brands Are Betting on Independent Creators","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-power-of-independence-why-brands-are-betting-on-independent-creators\/","date":"April 8, 2026","description":"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\u2019re spilling it on the new Media Roundtable: Special Edition.\nThis week, we\u2019re going back to Podcast Movement Evolutions at SXSW, where\u00a0Miranda Romano\u00a0(SVP, Media,\u00a0Oxford Road) moderated a performance-unlocking panel, \u201cThe Power of Independence: Why Brands Are Betting on Independent Creators.\u201d Sharing their indie wisdom was an all-star panel of brand leaders:\n\n\nBrynn Greenelsh\u00a0(Audio Marketing,\u00a0Auctane\u2013Stamps.com\u00a0&\u00a0ShipStation)\n\n\nJessica Williams\u00a0(Global Brand Marketing & Partnerships,\u00a0Shopify)\n\n\nBrittany Clevenger\u00a0(Senior Director of Growth Marketing,\u00a0BetterHelp)\n\n\nJoin us as they cover: Becoming a Household Name, Unmatched Access, Ask An Expert, and more. Let\u2019s dig in.\n\n“Get on the small shows, and it’ll be so worth it.” –\u00a0Brittany Clevenger\u00a0(Senior Director of Growth Marketing,\u00a0BetterHelp)\n\nHousehold Names\u00a0\u2013 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.\u00a0 That makes you the most important brand for the die-hard audiences that love the show. Our\u00a0ORBIT data agrees: indie podcasts are 80% of our top 15 performing shows. When you show up for indie creators, the creators\u2019 fans show up for you.\nYour All-Access Pass\u00a0\u2013 When you place an ad on a giant show, hosted on a giant network, you\u2019re not talking to the host. When you partner with an independent creator, it\u2019s easier to hop on a call with them. You can spitball, workshop the creative to fit their voice, make the ad work for them\u00a0and\u00a0your brand. You don\u2019t just have a host on autopilot reading copy points; they\u2019re eager to make the ad land for their audience. Our panelists agree, unmatched host access unlocks unmatched performance.\nHere to Help\u00a0\u2013 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\u2019t tell her to say it). Her point: there\u2019s 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.\nFor more insights from brand leaders who understand the power of independent creators, check out the full chat via the links below:","landing_redirection":""},{"id":4949,"title":"This Week\u2019s Influencer: Indies Work Hard, But Reap the Rewards; Radio Measurement Expands; Adswizz\u2019s Improvement for Brand Safety; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/LinkedIn-Cover-Newsletter-Mailchimp-Header-Background-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-indies-work-hard-but-reap-the-rewards-radio-measurement-expands-adswizzs-improvement-for-brand-safety-and-more\/","date":"April 1, 2026","description":"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\u2026 and is it worth it?\nFind out in an all-new\u00a0Media Roundtable: Special Edition.\nDirect from Podcast Movement Evolutions at SXSW,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) takes the stage with three of the hardest-working, most successful independent podcasters:\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, Host,\u00a0Young and Profiting) and\u00a0Brett\u00a0and\u00a0Jordy Meiselas\u00a0(Co-founders,\u00a0MeidasTouch Network, Hosts,\u00a0The MeidasTouch Podcast).\nThe 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\u2019s dig in.\n\n\u201cThe 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.\u201d –\u00a0Brett Meiselas\u00a0(Co-founder,\u00a0MeidasTouch Network, Host,\u00a0The MeidasTouch Podcast)\n\nAudience First\u00a0\u2013 Indie podcasters don\u2019t have guarantees from networks, they just have the trust of their audience. If they betray that trust, they don\u2019t 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\u2019t help, they have the power to say no.\nStart Doing Crunches\u00a0\u2013 Jordy\u2019s old boss said it best: Everybody wants a six pack. Nobody wants to do the crunches.\u201d To excel as an indie creator, you have to be willing to do the crunches, even when it\u2019s 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\u2019s succeeding, you know they\u2019ve been doing their crunches.\nTrue Partners\u00a0\u2013 When you have a big network, it\u2019s 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\u2019s how shows like Hala\u2019s can punch above their weight in profitability and impact.\nFor 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.\n\n\n\n\nThe Classifieds\n\nThe Drama Bros are In, and the Tea is Hot\nNetwork:\u00a0Up North Management Group\u00a0\/\u00a0Monthly Downloads:\u00a0155k\nEntertainment can bring joy to a single person, but it doesn\u2019t achieve pop-culture relevance until enough people want to talk about it. That nexus point is the home base for\u00a0Aaron 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.\nSince 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\u2019re interested in a stunning new test, click below for more details.\nGet The Deal\n\nThe Internet’s Favorite Vice Presidential Meme Finally Has a Podcast\nNetwork:\u00a0E.A. Media\u00a0\/ Monthly Downloads:\u00a050k\nYou 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 \u201cthank you\u201d. The internet built an entire alternate-universe version of JD Vance, and that universe now has a podcast.\nAidan Delbis, the\u00a0Bugonia\u00a0actor 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.\u00a0The show is recorded, appropriately, from a couch, \u00a0and is downloadable in 47 countries. Inventory is available; you don’t even have to say thank you.\nGet The Deal\n\nIn Case You Missed It\nRadio Measurement Expanding? It\u2019s About Time\nMagellan AI\u00a0launched 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\u00a0Claritas\u00a0and\u00a0Podscribe\u00a0in 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.\nRead More\nTech Startup Claims to Track the Untrackable\nSilicon Valley startup\u00a0TrueView Analytics\u00a0announced 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.\nRead More\nAdsWizz Teaches Its DSPs to Read the Room\nBig news in the programmatic world:\u00a0AdsWizz\u00a0integrated\u00a0Barometer\u2019s\u00a0episode-level suitability and contextual targeting across its platform and connected\u00a0DSPs. 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nChew on This Ruff Read, We Said What We Said\nThe spotlight is on\u00a0What We Said\u00a0hosts\u00a0Jaci Marie and Chelsey Jade\u00a0this week for their stellar recommendation of\u00a0Chewy, every pet parent\u2019s favorite go-to delivery service. The read itself feels like you\u2019ve 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.\nTheir 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\u2019 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.\nIf you want to hear what this purrfect read sounds like, click the link below.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nIndependent Podcasts Aren’t the Underdog, They’re the Top Performers\nOur latest ORBIT rankings on the Top 15 Performing Independent Podcasts landed across\u00a0Podcast News Daily,\u00a0Podcasting Today,\u00a0Podnews,\u00a0Sounds Profitable,\u00a0Tropical Podcasting, and\u00a0Podcast 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\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4946,"title":"Without a Net: Hala Taha and the Meiselas Brothers Share the Real Costs and Rewards of Independence","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/04\/YouTube-Thumbnails-and-Mailchimp-Header.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/without-a-net-hala-taha-and-the-meiselas-brothers-share-the-real-costs-and-rewards-of-independence\/","date":"April 1, 2026","description":"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\u2026 and is it worth it?\nFind out in an all-new\u00a0Media Roundtable: Special Edition.\nDirect from Podcast Movement Evolutions at SXSW,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) takes the stage with three of the hardest-working, most successful independent podcasters:\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, Host,\u00a0Young and Profiting) and\u00a0Brett\u00a0and\u00a0Jordy Meiselas\u00a0(Co-founders,\u00a0MeidasTouch Network, Hosts,\u00a0The MeidasTouch Podcast).\nThe 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\u2019s dig in.\n\n\u201cThe 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.\u201d –\u00a0Brett Meiselas\u00a0(Co-founder,\u00a0MeidasTouch Network, Host,\u00a0The MeidasTouch Podcast)\n\nAudience First\u00a0\u2013 Indie podcasters don\u2019t have guarantees from networks, they just have the trust of their audience. If they betray that trust, they don\u2019t 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\u2019t help, they have the power to say no.\nStart Doing Crunches\u00a0\u2013 Jordy\u2019s old boss said it best: Everybody wants a six pack. Nobody wants to do the crunches.\u201d To excel as an indie creator, you have to be willing to do the crunches, even when it\u2019s 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\u2019s succeeding, you know they\u2019ve been doing their crunches.\nTrue Partners\u00a0\u2013 When you have a big network, it\u2019s 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\u2019s how shows like Hala\u2019s can punch above their weight in profitability and impact.\nFor 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.","landing_redirection":""},{"id":4973,"title":"March 2026: 80% of ORBIT\u2019s Top 15 Performing Podcasts are Independent!","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"March 2026: 80% of ORBIT\u2019s Top-Performing Podcasts are Independent","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/march-2026-top-15-independent-shows\/","date":"March 25, 2026","description":"","landing_redirection":""},{"id":4864,"title":"This Week\u2019s Influencer: Dallas Taylor Gets Honest About Creative Priorities; Indie PaC Winners You Should Test; TikTok Podcasts Coming; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-7.png","image_alt":"Dallas Taylor on Podcasting","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-dallas-taylor-gets-honest-about-creative-priorities-indie-pac-winners-you-should-test-tiktok-podcasts-coming-and-more\/","date":"March 18, 2026","description":"How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of\u00a0Ad Infinitum, featuring the legendary sonic sage Dallas Taylor!\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you\u00a0Ad Infinitum\u00a0Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes award-winning sonic guide\u00a0Dallas Taylor\u00a0(Host,\u00a0Twenty Thousand Hertz, and Founder,\u00a0Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again.\nStew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let\u2019s dig in\u2026\n\n\u201c 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.\u201d –\u00a0Dallas Taylor\u00a0(Host,\u00a0Twenty Thousand Hertz, and Founder\u00a0Defacto Sound)\n\n\u201cThe Audience Comes Last\u201d\u00a0\u2013 This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas\u2019s 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\u2019t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you\u2019ve made something to the best of your abilities, see how the audience responds.\nTwo Circles\u00a0\u2013\u00a07 months ago, two circles made Dallas believe he\u2019d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic\u00a0Twenty 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\u00a0James 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?\u00a0Distinct video stories\u00a0about 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.\nGo Off the Rails\u00a0\u2013 How do you make great creative work? Build a trusted process\u2026 and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone\u2019s 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)\nWant more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here:\n\n\n\n\nThe Classifieds\n\nThis Rogue Indie is Your Perfect Campaign Companion\nNetwork:\u00a0SiriusXM Media\u00a0\/ Monthly Downloads:\u00a0500k\nThis week\u2019s Classified section is a tribute to some of our recent winners at the inaugural\u00a0Indie PaC Awards. Our first winner has been featured three times already in our ORBIT rankings, which helped them solidify the\u00a0\u2018Highest Impact‘ award Sunday night. Tabletop Role-Playing games have been seeing a rise in popularity as of late, from video games like\u00a0Baldur\u2019s Gate 3\u00a0and\u00a0Cyberpunk 2077\u00a0(yes, this game is based on a tabletop game of the\u00a0same name) bringing the genre into the forefront of the industry, while movies like the\u00a0Dungeons and Dragons: Honor Among Thieves\u00a0brought the allure of dice-based campaigns to the silver screen.\nBefore that, people like prominent voice actor\u00a0Matt Mercer\u00a0paved the way for D&D campaigns to become mainstream entertainment. He and his wife, fellow VO\u00a0Marisha 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\u2019re looking for a critical success, roll that D20 via the link below.\nRead More\nGet The Deal\n\nThese Startups Bring In Big Business Performance\nNetwork:\u00a0The Launch Partnership\u00a0\/ Monthly Downloads:\u00a0250k\nOur 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!\u00a0Jason Calacanis, the host of\u00a0This 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\u2019re just starting out. He has also built his network,\u00a0The Launch Partnership, to co-defy this mission, and the list of companies that they have sponsored on their road to success is truly astounding.\nCalacanis isn\u2019t just talk; he has been a key part of brands like Uber and Calm through his work as an \u201cangel investor.\u201d 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\u2019re ready to add this surefire investment to your test plans, start by clicking the link below.\nGet The Deal\n\nIn Case You Missed It\nEdison Dials to Infinity and Beyond for 2026 Insights\nEdison Research\u2019s\u00a0Infinite Dial 2026\u00a0shows 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.\nRead More\nPodcasting Manages to Sustain a Year-Over-Year Bump\nA new\u00a0FMR Associates\/Eastlan Ratings\u00a0survey suggests podcast listening did not fall back after the election cycle. Weekly podcast listening among adults 25\u201364 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.\nRead More\nCreator Spend Projected to Hit $21B\neMarketer\u00a0projects 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.\nRead More\n\n#SaveTheLiveReads\n\nIt\u2019s Time to Amp Up Your Spring Decor with Wayfair\nThis week\u2019s #STLR is for anyone thinking about a Spring refresh but unsure where to start.\u00a0Up and Adam!\u2019s\u00a0Adam Newell\u00a0delivers a standout\u00a0Wayfair\u00a0read, 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.\nThe 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.\nIf you are looking to elevate your own reads, this one is worth studying.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nThe First-Ever Indie PaC Awards Just Crowned Independent Podcasting and Creator Media’s Best. See Who Took Home Hardware.\nWe threw our first-ever awards show at SXSW, and\u00a0Killer Mike\u00a0hosted it. Yeah, that happened.\nThe inaugural\u00a0Indie PaC Awards\u00a0celebrated 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.\nSteven Bartlett swept the night, taking home both \u2018Best Independent Interview Show\u2019 and \u2018Independent Creator of the Year\u2019 for\u00a0The Diary of a CEO.\u00a0Tim Ferriss\u00a0earned the \u2018Oxford Prize in Podcasting\u2019 and used his moment on stage to recognize the other creators in the room who shaped his journey.\u00a0Hala Taha\u00a0spoke about betting on herself when nobody else would.\nThe 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.\nYear one is done. Year two is already on our minds. Full list of winners at\u00a0indiepac.com.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4860,"title":"Ad Infinitum S4E01 - Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6.png","image_alt":"Dallas Taylor on Podcasting","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dallas-taylor-on-podcasting\/","date":"March 18, 2026","description":"How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of\u00a0Ad Infinitum, featuring the legendary sonic sage Dallas Taylor!\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you\u00a0Ad Infinitum\u00a0Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes award-winning sonic guide\u00a0Dallas Taylor\u00a0(Host,\u00a0Twenty Thousand Hertz, and Founder,\u00a0Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again.\nStew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let\u2019s dig in\u2026\n\n\u201c 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.\u201d –\u00a0Dallas Taylor\u00a0(Host,\u00a0Twenty Thousand Hertz, and Founder\u00a0Defacto Sound)\n\n\u201cThe Audience Comes Last\u201d\u00a0\u2013 This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas\u2019s 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\u2019t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you\u2019ve made something to the best of your abilities, see how the audience responds.\nTwo Circles\u00a0\u2013\u00a07 months ago, two circles made Dallas believe he\u2019d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic\u00a0Twenty 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\u00a0James 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?\u00a0Distinct video stories\u00a0about 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.\nGo Off the Rails\u00a0\u2013 How do you make great creative work? Build a trusted process\u2026 and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone\u2019s 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)\nWant more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here:","landing_redirection":""},{"id":4845,"title":"This Week\u2019s Influencer: Why Indie Pods Win; Support Creators Before They Blow Up; Podcast Unionizing; Pod Measurement Gets Local; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5.png","image_alt":"INFLUENCER","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-why-indie-pods-win\/","date":"March 11, 2026","description":"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\u2019s guest.\nOn\u00a0a new Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts indie-creator advocate\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn, and Founder,\u00a0Megaphone). Libsyn is also the founding sponsor of our\u00a0Indie PaC Awards, which is an extension of their 20+ years of support for independent creators.\nJoin Dan and Brendan as they cover: Indie Wins, Definitions, The Creator\u2019s Voice, and more. Let\u2019s dig in.\n“For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?\u201d –\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn)\nIndies Hit Different\u00a0\u2013\u00a0Whether 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 \u201cthank you.\u201d And if Indies aren\u2019t a part of your strategy, you\u2019re leaving performers on the table.\nThe Definition of Independence\u00a0\u2013 What makes a show independent? In part, it\u2019s what they aren\u2019t: 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\u2019ll have a chance to find their audience.\nThe Voice of the Creators\u00a0\u2013 There\u2019s one play you need to steal from Brendan\u2019s 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\u2019s 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.\nFor more insights on independent creators and why they\u2019re vital to marketers, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nThey Make The Rules, So Get In Their Line-up\nNetwork:\u00a0Audioboom\u00a0\/\u00a0Monthly Downloads:\u00a0100k\nOf the 224 scripted series on TV and streaming\u00a0last year,\u00a0only 49 of the creators were women, and just 27 were BIPOC (Black, Indigenous, and People of Color). When\u00a0Issa Rae\u00a0created the iconic YouTube series\u00a0Awkward Black Girl, and became the writer and star of HBO\u2019s\u00a0Insecure, she instantly cemented herself as a prominent cultural creative with a unique voice.\nNow, at the tenth anniversary of the show\u2019s premiere, Rae and showrunner\u00a0Prentice Penny\u00a0are 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\u2019s production company\u00a0HOORAE Media. If you\u2019re not too insecure, click the link below for more information.\nGet The Deal\n\nThis Business Baddie Makes Bank\nNetwork:\u00a0Flight Studio\u00a0\/\u00a0Monthly Downloads:\u00a040k\nFlight Studio\u00a0has been hard at work expanding its roster of shows, and with that investment comes a fresh new podcast from an intriguing source.\u00a0Maggie Sellers Reum\u00a0both invests in brands and has developed a brand of her own. She works as a coveted multi-hyphenate: investor (Allara,\u00a0De Soi,\u00a0Sydecar), 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.\nSellers 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.\u00a0 If you\u2019re ready to get advice from one of the newest, brightest stars in the biz, click the link below.\nGet The Deal\n\nIn Case You Missed It\nSmall Slice, Big Signal: Podcasts Punch Above Their Spend\nGuideline\u2019s\u00a0latest 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,\u00a0 but the bigger news here is podcasting\u2019s 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.\nRead More\nLights, Camera, Collective Bargaining: Video Podcasts Enter the Union Era\nAs video podcasts expand onto streaming platforms,\u00a0SAG-AFTRA\u00a0is increasing its efforts to organize the space and define how those projects should be managed. The article points to\u00a0Netflix\u2019s The Pete Davidson Show\u00a0signing 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.\nRead More\nMagellan Brings Podcast Measurement to the Locals\nMagellan AI\u00a0has integrated\u00a0Nielsen\u00a0DMA 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nNo Need to Prolon(g) Your Health \u2013 Listen to Your Friend Tinx\nLifestyle personality and content creator\u00a0Tinx\u00a0is this week\u2019s stellar read after recommending\u00a0Prolon\u00a0on her show,\u00a0It\u2019s 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.\nWhat really makes her read fun, though, is her personal storytelling. She\u2019s 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\u2019s 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!\nIf you want to cleanse your ears with a great read, click on the link below.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4841,"title":"Giving Indie Voices a Bigger Megaphone","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/giving-indie-voices-a-bigger-megaphone\/","date":"March 11, 2026","description":"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\u2019s guest.\nOn\u00a0a new Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts indie-creator advocate\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn, and Founder,\u00a0Megaphone). Libsyn is also the founding sponsor of our\u00a0Indie PaC Awards, which is an extension of their 20+ years of support for independent creators.\nJoin Dan and Brendan as they cover: Indie Wins, Definitions, The Creator\u2019s Voice, and more. Let\u2019s dig in.\n“For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?\u201d –\u00a0Brendan Monaghan\u00a0(CEO,\u00a0Libsyn)\nIndies Hit Different\u00a0\u2013\u00a0Whether 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 \u201cthank you.\u201d And if Indies aren\u2019t a part of your strategy, you\u2019re leaving performers on the table.\nThe Definition of Independence\u00a0\u2013 What makes a show independent? In part, it\u2019s what they aren\u2019t: 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\u2019ll have a chance to find their audience.\nThe Voice of the Creators\u00a0\u2013 There\u2019s one play you need to steal from Brendan\u2019s 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\u2019s 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.\nFor more insights on independent creators and why they\u2019re vital to marketers, check out the full episode below.","landing_redirection":""},{"id":4837,"title":"This Week\u2019s Influencer: How to Make B2B Business Ads Pop, Despite High Competition; Apple Goes All in With Ads, Brand Studies Work, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3.png","image_alt":"B2B: Balancing Brand & ROI","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/b2b-balancing-brand-roi-2\/","date":"March 4, 2026","description":"B2B marketers don\u2019t 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\u2019s special guest, who\u2019s spent her entire career managing this delicate balancing act.\nOn this week\u2019s\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts veteran CMO\u00a0Laura Goldberg\u00a0(CMO,\u00a0Auctane,\u00a0Stamps.com,\u00a0ShipStation). Laura\u2019s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact.\nJoin Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let\u2019s dig in.\n\n“\u200aI want you to feel great about our brands, and that you trust them, but I also want you to transact.\u201d –\u00a0Laura Goldberg\u00a0(CMO,\u00a0Auctane,\u00a0Stamps.com,\u00a0ShipStation)\n\nKnow Thy Numbers, Love Thy Tools\u00a0\u2013 Laura has two key tips for CMOs. First: know your numbers well. Whatever\u2019s most important for the business, get in the weeds and make sure you\u2019re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what\u2019s out there and see how it can drive your key metrics. (Steal Laura\u2019s idea for a Shark Tank day where vendors pitch you new tools.)\nWhy B2B loves Podcasts\u00a0\u2013 B2B companies don\u2019t 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\u2019s like to use the product. Laura remembers the \u201ca-ha moment\u201d 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.\nStay out of the Arms Race\u00a0\u2013 Sometimes you\u2019re the biggest company, and you can press your advantage, but most companies can\u2019t compete in every channel. That\u2019s 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.\nFor insights from a CMO who\u2019s thrived in B2B through changing landscapes, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nThis Hilarious Four-Leaf Clover Is Your Testing Good Luck Charm\nNetwork:\u00a0Acast\u00a0\/ Monthly Downloads:\u00a030k\nMarch is a double header for heritage months, and our first classified is in celebration of Irish-American Heritage. Hosts\u00a0Tommy Tiernan, broadcaster\u00a0Hector \u00d3 hEochag\u00e1in,and podcasting producer\u00a0Laurita Blewitt\u00a0are 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.\nFor 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\u2019s still time to book your test today. If you\u2019re ready to visit the Emerald Isle, click the link below.\nGet The Deal\n\nA YT Legend Dives Deep Into the Shadowy Side of Life\nNetwork:\u00a0Red Seat Ventures\u00a0\/\u00a0Monthly Downloads:\u00a0\u00a0770k\nOur second classified opportunity is in celebration of Women\u2019s History Month, and who better as a representative than legendary YouTuber\u00a0Bailey 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.\nThough her bread and butter is true crime,\u00a0Dark History\u00a0covers 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.\nGet The Deal\n\nIn Case You Missed It\nVideo Podcasts Are Growing. Apple Is Playing Catch-Up\nThis week, we\u2019re starting off with\u00a0Coleman Insights\u00a0look at\u00a0Apple\u2019s\u00a0renewed 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\u2019s audience is aging: among 18\u201324s, 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\u2019s warning stands: YouTube has a multi-year lead in video (and it\u2019s 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.\nRead More\nThe Audio Strategy Gap That Marketers Still Haven\u2019t Solved\nAn\u00a0EMARKETER\u00a0survey commissioned by\u00a0Amazon Ads\u00a0finds 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.\nRead More\nBrand Lift Is the Incrementality Metric Marketers Need\nSignal Hill Insights\u00a0looks 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.\nRead More\n\n#SaveTheLiveReads\n\nPutting Acorns Away Early Doesn\u2019t Have To Be Pedantic\nFor this week\u2019s stellar read, we\u2019re spotlighting\u00a0Dr. Mona Amin, host of\u00a0The PedsDoc Talk Podcast. She opens her\u00a0Acorns Early\u00a0sponsorship with a quick story about her son\u2019s 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.\nDr. 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\u2019s 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.\nIf you want to hear this thoughtful read in action, listen via the provided link.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nThe Indie PAC Awards Get the Hollywood Reporter Treatment\nThe Hollywood Reporter is talking about us\u2026 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\u00a0Podcast Movement Evolutions\u00a0during SXSW in Austin, TX. Independent podcasters and creators built this industry from scratch. Sunday, we celebrate them. Grab your spot\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4834,"title":"B2B: Balancing Brand & ROI","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2.png","image_alt":"B2B: Balancing Brand & ROI","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/b2b-balancing-brand-roi\/","date":"March 3, 2026","description":"B2B marketers don\u2019t 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\u2019s special guest, who\u2019s spent her entire career managing this delicate balancing act.\nOn this week\u2019s\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts veteran CMO\u00a0Laura Goldberg\u00a0(CMO,\u00a0Auctane,\u00a0Stamps.com,\u00a0ShipStation). Laura\u2019s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact.\nJoin Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let\u2019s dig in.\n\n“\u200aI want you to feel great about our brands, and that you trust them, but I also want you to transact.\u201d –\u00a0Laura Goldberg\u00a0(CMO,\u00a0Auctane,\u00a0Stamps.com,\u00a0ShipStation)\n\nKnow Thy Numbers, Love Thy Tools\u00a0\u2013 Laura has two key tips for CMOs. First: know your numbers well. Whatever\u2019s most important for the business, get in the weeds and make sure you\u2019re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what\u2019s out there and see how it can drive your key metrics. (Steal Laura\u2019s idea for a Shark Tank day where vendors pitch you new tools.)\nWhy B2B loves Podcasts\u00a0\u2013 B2B companies don\u2019t 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\u2019s like to use the product. Laura remembers the \u201ca-ha moment\u201d 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.\nStay out of the Arms Race\u00a0\u2013 Sometimes you\u2019re the biggest company, and you can press your advantage, but most companies can\u2019t compete in every channel. That\u2019s 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.\nFor insights from a CMO who\u2019s thrived in B2B through changing landscapes, check out the full episode below.","landing_redirection":""},{"id":4827,"title":"This Week\u2019s Influencer: Introducing the Inaugural Indie PaC Awards, TikTok Resumes Its Long-Form Push, ORBIT Deems Niche Sports VIPs, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1.png","image_alt":"The Indie PaC Awards","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-introducing-the-inaugural-indie-pac-awards-tiktok-resumes-its-long-form-push-orbit-deems-niche-sports-vips-and-more\/","date":"February 26, 2026","description":"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.\nSo, 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.\nThat’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\u00a0now have 20\u00a0minutes 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.\nSo, we decided to do something about it.\nToday, we’re announcing the first-ever\u00a0Independent Podcast and Creator Awards (Indie PaC), happening at\u00a0SXSW in Austin\u00a0on Sunday, March 15th.\u00a0The ceremony will be hosted by\u00a0Killer 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.\nLibsyn\u00a0(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.\nThis is the only awards ceremony exclusively for independent creators. No corporate shows.\u00a0No celebrity vehicles.\u00a0No platform exclusives. Jury-voted awards\u00a0judged by\u00a0Ashley Flowers,\u00a0James Cridland,\u00a0Hernan Lopez, and\u00a0Gladwell Mwangi. The ORBIT Influence Awards\u00a0based on real performance data. Patron Awards for the brands investing most in independents. And The Oxford Prize in Podcasting for lifetime achievement.\nNominees include\u00a0Steven Bartlett,\u00a0Theo Von,\u00a0Lex Fridman,\u00a0Tim Ferriss,\u00a0Shawn Ryan,\u00a0Kill Tony, and dozens more, plus breakthrough creators like\u00a0Kendall Rae,\u00a0CreepCast,\u00a0Jomboy, and\u00a0Hala Taha, who are all building real audiences from the ground up.\nWhen 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.\nThis 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.\nToday,\u00a0Caitlin Huston\u00a0at\u00a0The Hollywood Reporter\u00a0broke\u00a0the exclusive\u00a0on the Indie PaC Awards, recognizing this movement and the creators who are driving it.\nIn a year when the American Experiment feels like it’s fraying, this is where it’s working. This is the new town square.\nSunday, March 15th. Sounds Profitable Stage at Skybox on 6th. Austin, TX. 4:30 PM.\nFull details are available at\u00a0IndiePaC.com. Listen to the full announcement on\u00a0The Media Roundtable\u00a0below, and read\u00a0The Hollywood\u00a0Reporter’s exclusive coverage\u00a0here.\n\n\n\n\nThe Classifieds\n\nThese Famous Friends Stop Getting Nice, and Start Getting Real\nNetwork:\u00a0Nativ.ly\u00a0\/ Monthly Downloads:\u00a0350k\nIn the first two minutes of this brand-new podcast, rapper\u00a0Lil Dicky, joined by his wife\u00a0Kristin Batalucco\u00a0and friend\u00a0Benny Blanco, exclaims, \u201c… in this new multi-media format. Notice how I\u2019m not using the word podcast\u2026it\u2019s so much more than a podcast.\u201d Though our founder,\u00a0Dan Granger, would likely\u00a0disagree, it\u2019s not surprising that this intrepid creator wants to emphasize the groundbreaking nature of this entry. Through his music videos and TV show\u00a0Dave, Lil Dicky has always distinguished himself as a creator and comedian.\nIn 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\u2019t have to \u201cblow that bank\u201d to get in on this amazing offer. It\u2019s time to \u201c$ave Dat Money\u201d by clicking the link below.\nGet The Deal\n\nLore No Longer, the Spotlight Is Here\nNetwork: Podcast Nation \/ Monthly Downloads: 800k\nThough\u00a0Eleanor Neale\u00a0is quite young (she\u2019s 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.\u00a0 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.\nHer brand is closely aligned with a research-based approach with an earnest focus on victims\u2019 rights. Her long-running podcast recently found a new home with\u00a0Podcast 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.\nGet The Deal\n\nIn Case You Missed It\nTikTok Goes Long\u2026Form\nTikTok\u00a0continues 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\u00a0iHeartMedia\u00a0to launch the\u00a0TikTok 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\u2019s a way to measure performance, because that should be an industry requisite for anyone entering into the space.\nRead More\nStop Renting Fans – Start Joining Them\nThe Drum\u2019s\u00a0roundup of 15+ agency leaders argues sports marketing is shifting from \u201crenting attention\u201d 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\u00a0NFL\u00a0money 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\u2019s daily routine. Shift a portion of the budget to extend the sponsorship into community participation between games, not just on game day.\nRead More\nYou Don\u2019t Want to Skip This Revelation\nIn a recently released report,\u00a0Bumper\u00a0argues that podcast ad skipping is real, but routinely overstated when measured via surveys. Using episode retention\u00a0histograms\u00a0from\u00a0Apple,\u00a0Spotify, and\u00a0YouTube, they quantify \u201cad retention\u201d 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\u2019t default to \u201ceveryone skips\u201d; it\u2019s more nuanced than that: consumers don\u2019t do what they say they do. They over-claim ad skipping in surveys. Plan on observed, measurable retention, not self-reported attitudes.\nRead More\n\n#SaveTheLiveReads\n\nThe Professor\u2019s Lesson On Attracting the Best Talent Is Indeed Perfection\nIn this week\u2019s entry, we get to see how\u00a0Scott Galloway\u00a0makes\u00a0Indeed\u00a0feel 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\u2019s 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.\nThe $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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nFor Sports, ORBIT Says Niche Is the New Major\nYou read it here first, but our latest\u00a0ORBIT rankings\u00a0on 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4820,"title":"The Indie PaC Awards: Killer Mike, SXSW, and the Future of Independent Media","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"The Indie PaC Awards","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-indie-pac-awards\/","date":"February 26, 2026","description":"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.\nSo, 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.\nThat’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\u00a0now have 20\u00a0minutes 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.\nSo, we decided to do something about it.\nToday, we’re announcing the first-ever\u00a0Independent Podcast and Creator Awards (Indie PaC), happening at\u00a0SXSW in Austin\u00a0on Sunday, March 15th.\u00a0The ceremony will be hosted by\u00a0Killer 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.\nLibsyn\u00a0(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.\nThis is the only awards ceremony exclusively for independent creators. No corporate shows.\u00a0No celebrity vehicles.\u00a0No platform exclusives. Jury-voted awards\u00a0judged by\u00a0Ashley Flowers,\u00a0James Cridland,\u00a0Hernan Lopez, and\u00a0Gladwell Mwangi. The ORBIT Influence Awards\u00a0based on real performance data. Patron Awards for the brands investing most in independents. And The Oxford Prize in Podcasting for lifetime achievement.\nNominees include\u00a0Steven Bartlett,\u00a0Theo Von,\u00a0Lex Fridman,\u00a0Tim Ferriss,\u00a0Shawn Ryan,\u00a0Kill Tony, and dozens more, plus breakthrough creators like\u00a0Kendall Rae,\u00a0CreepCast,\u00a0Jomboy, and\u00a0Hala Taha, who are all building real audiences from the ground up.\nWhen 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.\nThis 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.\nToday,\u00a0Caitlin Huston\u00a0at\u00a0The Hollywood Reporter\u00a0broke\u00a0the exclusive\u00a0on the Indie PaC Awards, recognizing this movement and the creators who are driving it.\nIn a year when the American Experiment feels like it’s fraying, this is where it’s working. This is the new town square.\nSunday, March 15th. Sounds Profitable Stage at Skybox on 6th. Austin, TX. 4:30 PM.\nFull details are available at\u00a0IndiePaC.com. Listen to the full announcement on\u00a0The Media Roundtable\u00a0below, and read\u00a0The Hollywood\u00a0Reporter’s exclusive coverage\u00a0here.","landing_redirection":""},{"id":4811,"title":"This Week\u2019s Influencer: ORBIT Report Reveals Sports Podcasts That Actually Sell; The Couch Moves to YouTube; Women are Podcast\u2019s Future; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/Captura-de-pantalla-2026-02-17-195922.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-orbit-report-reveals-sports-podcasts-that-actually-sel\/","date":"February 18, 2026","description":"Lost in today\u2019s media landscape? Or are you just curious as to how the industry got here?\nYou need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week\u2019s special guest.\nOn this week\u2019s\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(\u200aEVP,\u00a0 Strategy,\u00a0Oxford Road) welcome the legacy media guru\u00a0Andrew McLuhan\u00a0(Director & Founder,\u00a0The McLuhan Institute).\nAndrew\u2019s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it\u2019s 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\u2019s insights.\nDan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let\u2019s dig in.\n\n\u201cNobody 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.\u201d –\u00a0Andrew McLuhan\u00a0(Director & Founder,\u00a0The McLuhan Institute)\n\nEarly Media Literacy\u00a0\u2013 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 \u2018media literacy\u2019, 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 \u2018vibe\u2019, not a product.\nThe Media is still the Message\u00a0\u2013\u00a0Marshall McLuhan coined the phrase \u201cThe Medium is the Message\u201d 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\u2019t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect?\nSo Hot. So Cool\u00a0\u2013\u00a0At the risk of having\u00a0an Annie Hall moment, let\u2019s talk about McLuhan\u2019s 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\u2019\u00a0boost in response.\nFor insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below.\n\n\n\n\nYour Monthly ORBIT Report – Feb 2026\n\nNiche Sports Grab the Gold\nFebruary is overflowing with sports, with the Olympics and the \u201cBig Game\u201d 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\u00a0F1: Beyond The Grid, #2,\u00a02 Pros And A Cup Of Joe, and #1\u00a0Locked On NHL.\nAnd special shoutout to our top networks, who have proven that their phenomenal sports content earns a spot in any roster: #3\u00a0The Athletic Media Company, #2\u00a0Harris Football, and #1\u00a0Good Karma Broadcasting.\nJust 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:\n\n\nNiches get Riches. Just fell in love with curling? You\u2019re 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.\n\n\nMotorsports are in pole position. Motorsports are over 25% of our Top 15 shows. More importantly, they\u2019re reliable. Unlike the short-lived spikes of the \u201cBig Game\u201d 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.\n\n\nFor the complete February ORBIT Rankings and methodology, check out the full report here.\n\nThe Classifieds\n\nPodcaster of all Trades, Master of None\nNetwork:\u00a0Amplitude Media Partners\u00a0\/\u00a0Monthly Downloads:\u00a0100k\nSeasonal podcasts are difficult to pitch: They\u2019re often only producer-read, run for a limited amount of time, and there\u2019s 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\u00a0The Lever,\u00a0is available for sale through\u00a0Amplitude Media Partners.\nInvestigative journalist and screenwriter\u00a0David Sirota\u00a0hosts 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.\nGet The Deal\n\nThe Past Always Has a Way of Finding Us Again\nNetwork:\u00a0Daylight Media\u00a0\/\u00a0Monthly Downloads:\u00a050k\nOur second opportunity is a well-established podcast that recently began its 10th season and 20th year of production.\u00a0Nick van der Kolk\u00a0is the show\u2019s 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\u00a0Michael Thompson\u00a0is sitting in prison when he decides to change his life, redeem himself, and become an informant.\nFrom 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\u2019s last several episodes. Don\u2019t stay radio silent, turn in your information via the link below.\nGet The Deal\n\nIn Case You Missed It\nFrom Daytime TV to Anytime Pods\nThe\u00a0Kelly Clarkson Show\u00a0and\u00a0Sherri\u00a0cancellations 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.\u00a0WGA West\u00a0is urging union organizing around YouTube\/podcasts as “the future of television.” Talk shows aren\u2019t dying because the format doesn\u2019t work. They\u2019re 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.\nRead More\nShe Listens. She Trusts. She Buys.\nA\u00a0Katz Radio Group\u00a0survey found that 70% of women 18+ consider podcasts trustworthy, approaching broadcast radio\u2019s 83% trust level, as female podcast listenership reaches near parity with men.\u00a0Edison data\u00a0shows 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.\nRead More\nRadio\u2019s Future Is Here, But It\u2019s Not in Charge Yet\nRadio\u2019s digital business continues to expand, now accounting for 24.4% of total industry revenue ($2.3B in 2025) according to\u00a0RAB\/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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nBoll & Branch Pampers with Warm Luxury\nThere 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\u00a0Margaret Ables\u00a0and\u00a0Amy Wilson\u00a0on their podcast,\u00a0What Fresh Hell: Laughing in the Face of Motherhood.\u00a0 Amy and Margaret are warm, relaxed, and full of those \u201cwait, same\u201d moments that make listeners lean in. Their genuine love for the cozy season shines through as they rave about their buttery soft\u00a0Boll & Branch\u00a0sheets. Margaret\u2019s 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.\nThis 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\u2019ve got a message that builds trust and urgency at the same time. By the time they tell listeners to \u201cget cozy,\u201d 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4808,"title":"The Medium is Still the Message: Audio, AI, and the Future","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/Captura-de-pantalla-2026-02-18-134831.png","image_alt":"The Medium is Still the Message","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-medium-is-still-the-message-audio-ai-and-the-future\/","date":"February 18, 2026","description":"Lost in today\u2019s media landscape? Or are you just curious as to how the industry got here?\nYou need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week\u2019s special guest.\nOn this week\u2019s\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Giles Martin\u00a0(\u200aEVP,\u00a0 Strategy,\u00a0Oxford Road) welcome the legacy media guru\u00a0Andrew McLuhan\u00a0(Director & Founder,\u00a0The McLuhan Institute).\nAndrew\u2019s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it\u2019s 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\u2019s insights.\nDan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let\u2019s dig in.\n\n\u201cNobody 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.\u201d –\u00a0Andrew McLuhan\u00a0(Director & Founder,\u00a0The McLuhan Institute)\n\nEarly Media Literacy\u00a0\u2013 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 \u2018media literacy\u2019, 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 \u2018vibe\u2019, not a product.\nThe Media is still the Message\u00a0\u2013\u00a0Marshall McLuhan coined the phrase \u201cThe Medium is the Message\u201d 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\u2019t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect?\nSo Hot. So Cool\u00a0\u2013\u00a0At the risk of having\u00a0an Annie Hall moment, let\u2019s talk about McLuhan\u2019s 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\u2019\u00a0boost in response.\nFor insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below.","landing_redirection":""},{"id":4880,"title":"February 2026: Going for the Gold - ORBIT's Top Performing Sports Podcasts & Networks Aren't What You'd Think","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"ORBIT's Top Performing Sports Podcasts & Networks","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/february-2026-going-for-the-gold-orbits-top-performing-sports-podcasts-networks-arent-what-youd-think\/","date":"February 18, 2026","description":"","landing_redirection":""},{"id":4755,"title":"This Week's Influencer: Ad Infinitum\u2019s Historic Audio Tale; La NFL Crea un Plan Estrat\u00e9gico en Espa\u00f1ol; Hulu Enters the Podcast Wars; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2-1.png","image_alt":"Ad Infinitum: The Royal and The Regent","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-ad-infinitums-historic-audio-tale-la-nfl-crea-un-plan-estrategico-en-espanol-hulu-enters-the-podcast-wars-and-more\/","date":"February 11, 2026","description":"History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we\u2019re not talking about the newest\u00a0Game 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.\nThe world\u2019s 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\u00a0Ad Infinitum\u00a0Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.\u201d\nHosted by\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) and guided by the \u201cesteemed bard\u201d and guest producer\u00a0Jeanna Isham\u00a0(Owner,\u00a0Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.”\nThrow 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, \u201cKing Radio\u201d:\u00a0#1\u00a0Attention,\u00a0#2 Trust,\u00a0#3\u00a0Memory,\u00a0#4\u00a0Proximity,\u00a0#5\u00a0Monetization, and\u00a0#6 The Covenant\u00a0(the promise not to abuse the listener’s time and to respect their loyalty).\nTo discuss the above, the \u201ccouncil\u201d includes:\n\u2022 Chancellor of the Airwaves:\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor,\u00a0Oxford Road)\n\u2022 Royal Historian:\u00a0Cynthia Meyers\u00a0(Professor Emerita,\u00a0College of Mount Saint Vincent)\n\u2022 Noble Scribes:\u00a0Tom Webster\u00a0(Partner,\u00a0Sounds Profitable) and\u00a0Paul Riismandel\u00a0(President,\u00a0Signal Hill Insights)\n\u2022 Brave Troubadours:\u00a0Arielle Nissenblatt\u00a0(Founder,\u00a0Earbuds Podcast Collective),\u00a0Dallas Taylor\u00a0(host,\u00a0Twenty Thousand Hertz), and\u00a0Shaun Michael Col\u00f3n\u00a0(Director,\u00a0The Age of Audio)\nHear 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.\n\n\u201cPrince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.\u201d –\u00a0Jeanna Isham\u00a0(Owner,\u00a0Dreamr Productions)\n\nObey Thy Covenant\u00a0\u2013 Six sonic laws have powered the rise of audio, but marketers would do well to heed\u00a0#6: The promise not to abuse the listeners\u2019 time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they\u2019re not careful. Marketers, you can help in two ways: 1. Don\u2019t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you\u2019ll preserve the audio kingdom for generations (and improve performance too).\nWho Owns Audio?\u00a0\u2013\u00a0Early radio should be both a blueprint and a warning. Because the power of ownership isn\u2019t static, early advertisers controlled content by sponsoring shows (think\u00a0Kraft 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.\nThe Grateful Pod\u00a0\u2013\u00a0The 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\u2019s 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.\n\n\n\n\nThe Classifieds\n\nWhen the Going Gets Tough, The Tough Get\u00a0Going\nNetwork:\u00a0Young and Profiting Media\u00a0\/\u00a0Monthly Downloads:\u00a015k\nAfter\u00a0Trent Shelton\u00a0left 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\u00a0RehabTime, which prioritizes mental health. In his weekly podcast on\u00a0Young and Profiting Media, Shelton delves deeper into complex, emotionally charged topics such as motivational tools, facing hard truths, and confidence building.\nThere 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\u00a0in 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.\nGet The Deal\n\nBallin\u2019 Out With Two Legendary Women\nNetwork:\u00a0AMP Sports\u00a0\/\u00a0Monthly Downloads:\u00a0200k\nThe term \u201c360\u201d is used frequently, but for advertisers unfamiliar with the market\u2019s potential, it can be unclear where to start. That\u2019s 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\u2019s 30th anniversary. Two of the sport’s legendary players,\u00a0Candace Parker\u00a0and current Indiana Fever star\u00a0Aliyah Boston sit down every week to discuss what\u2019s on their minds.\nWhether they\u2019re 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\u2019s video production and social handles. Don\u2019t wait \u2018til the clock runs out to test this champion of a show. Take your shot at the link below.\nGet The Deal\n\nIn Case You Missed It\nBad Bunny Isn\u2019t Just a Halftime Show Choice. He\u2019s a Strategy\nBad Bunny headlining the Super Bowl halftime show wasn\u2019t a random decision; it was a part of a strategic and carefully calculated campaign led by the NFL. NFL SVP\u00a0Marissa Solis\u00a0stated 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\u00a0Bad Bunny\u00a0as 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\u2019t a cultural trend setter; it\u2019s following demographics and making a smart growth calculation. Marketers should take note: if Hispanic audiences aren\u2019t a deliberate part of your strategy, you\u2019re limiting future growth potential.\nRead More\nSports Podcasts Spike 358% After Games\nSpotify\u00a0data shared with\u00a0eMarketer\u00a0shows 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\u2014using audio to get ready for the game and to process what just happened.\nRead More\nThe Streaming Wars Continue: Here Comes Hulu\nEmarketer\u00a0reports 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\u00a0YouTube’s\u00a0video-first strategy.\u00a0Netflix\u00a0has already launched\u00a0a\u00a0Pete Davidson\u00a0original and secured deals with\u00a0iHeartMedia\u00a0(15+ shows) and\u00a0Spotify. Emarketer warns that the expansion introduces new fragmentation challenges for marketers. It was only a matter of time before Hulu followed YouTube, Netflix, and\u00a0Amazon\u00a0into video podcasts, and more CTV platforms will follow. What\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nAG1 for Parents: One Scoop, Zero Chaos\nElise Hu\u00a0helps parents juggle the chaos of raising kids and managing life with the help of\u00a0AG1! Her podcast,\u00a0Raising 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.\nWith 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!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4752,"title":"Ad Infinitum S3 Finale - The Ruler and The Regent","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6.png","image_alt":"Ad Infinitum: The Royal and The Regent","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3-finale-the-ruler-and-the-regent\/","date":"February 11, 2026","description":"History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we\u2019re not talking about the newest\u00a0Game 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.\nThe world\u2019s 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\u00a0Ad Infinitum\u00a0Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.\u201d\nHosted by\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) and guided by the \u201cesteemed bard\u201d and guest producer\u00a0Jeanna Isham\u00a0(Owner,\u00a0Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.”\nThrow 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, \u201cKing Radio\u201d:\u00a0#1\u00a0Attention,\u00a0#2 Trust,\u00a0#3\u00a0Memory,\u00a0#4\u00a0Proximity,\u00a0#5\u00a0Monetization, and\u00a0#6 The Covenant\u00a0(the promise not to abuse the listener’s time and to respect their loyalty).\nTo discuss the above, the \u201ccouncil\u201d includes:\n\u2022 Chancellor of the Airwaves:\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor,\u00a0Oxford Road)\n\u2022 Royal Historian:\u00a0Cynthia Meyers\u00a0(Professor Emerita,\u00a0College of Mount Saint Vincent)\n\u2022 Noble Scribes:\u00a0Tom Webster\u00a0(Partner,\u00a0Sounds Profitable) and\u00a0Paul Riismandel\u00a0(President,\u00a0Signal Hill Insights)\n\u2022 Brave Troubadours:\u00a0Arielle Nissenblatt\u00a0(Founder,\u00a0Earbuds Podcast Collective),\u00a0Dallas Taylor\u00a0(host,\u00a0Twenty Thousand Hertz), and\u00a0Shaun Michael Col\u00f3n\u00a0(Director,\u00a0The Age of Audio)\nHear 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.\n\n\u201cPrince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.\u201d –\u00a0Jeanna Isham\u00a0(Owner,\u00a0Dreamr Productions)\n\nObey Thy Covenant\u00a0\u2013 Six sonic laws have powered the rise of audio, but marketers would do well to heed\u00a0#6: The promise not to abuse the listeners\u2019 time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they\u2019re not careful. Marketers, you can help in two ways: 1. Don\u2019t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you\u2019ll preserve the audio kingdom for generations (and improve performance too).\nWho Owns Audio?\u00a0\u2013\u00a0Early radio should be both a blueprint and a warning. Because the power of ownership isn\u2019t static, early advertisers controlled content by sponsoring shows (think\u00a0Kraft 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.\nThe Grateful Pod\u00a0\u2013\u00a0The 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\u2019s 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.","landing_redirection":""},{"id":4695,"title":"This Week\u2019s Influencer: MRT Talks Pod Tools, Performance Validation, PLUS AI Ads; Mid-Tier Creator Wins; The MMM Reset, UK Loves Audio; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/Captura-de-pantalla-2026-02-03-163201.png","image_alt":"The Media Roundtable: Industry Edition.","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtable-industry-edition-02-04-26\/","date":"February 4, 2026","description":"Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That\u2019s the question at the center of this week\u2019s Media Roundtable: Industry Edition.\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) is joined by our own experts\u00a0Jillian Garner\u00a0(Account Manager),\u00a0Neal Lucey\u00a0(EVP, Strategy & Planning), and\u00a0Kyle Jelinek\u00a0(VP of Client Services) to break down what\u2019s driving performance in podcasting.\nFrom Podtrac\u2019s new\u00a0multi-channel ranker\u00a0to Podscribe\u2019s latest\u00a0incrementality report, the team explores what matters beyond downloads. They debate the long-form\u2019s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let\u2019s dig in.\n\n\u201cSeeing 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.\u201d –\u00a0Jillian Garner\u00a0(Account Manager,\u00a0Oxford Road)\n\nMulti-Channel Rankings\u00a0\u2013\u00a0Podtrac\u00a0has 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\u2019s 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.\nHistorical Performance\u00a0\u2013\u00a0History podcasts\u00a0are epic in every sense of the word. You get multi-hour, in-depth episodes (Like\u00a0Hardcore History) and a fanatical audience. Brands don\u2019t always flock to these shows, but they\u2019re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won\u2019t be hits for every brand, but we\u2019ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look.\nChatGPT: Now with Ads?\u00a0\u2013\u00a0Ads look like the next\u00a0ChatGPT\u00a0move. It\u2019s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we\u2019re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they\u2019re saying. In other words: ads only work when there\u2019s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can\u2019t erode one and still expect performance.\nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.\n\n\n\n\nThe Classifieds\n\nDollaz Dollaz Bills Y\u2019all\nNetwork:\u00a0Barstool Sports\u00a0\/ Monthly Downloads:\u00a0300k\nThis week kicks off the start of\u00a0Black 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\u00a0Gillie da Kid\u00a0and\u00a0Wallo267\u00a0have 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.\nBeyond its cultural reach, the show has been praised by its audience for its raw, passionate conversations about the hosts\u2019 personal struggles and lived experiences. Many high-profile guests have joined the twosome, including\u00a0Kevin Hart\u00a0and\u00a0Shaq. 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.\nGet The Deal\n\nNo Sleep \u2018til\u00a0Brooklyn, Carmelo Says So\nNetwork:\u00a0Wave Sports\u00a0\/\u00a0Monthly Downloads:\u00a0350k\nPodcasting provides a level of access that previous generations of sports fans could only dream of.\u00a0Carmelo Anthony\u00a0is 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.\nRecent episodes have featured iconoclasts such as Oscar nominee\u00a0Timoth\u00e9e Chalamet, former New York Knicks shooting guard\u00a0John Starks, and rapper\u00a0Styles 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.\nGet The Deal\n\nIn Case You Missed It\nDAX: The Middle Child of Creator Marketing Is Winning\nAdvertising Week published\u00a0DAX\u00a0US President\u00a0Brian Conlan’s\u00a0case 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\nRead More\nRadio Didn\u2019t Underperform, Your Model Did\nJohn Fix, the former\u00a0P&G\u00a0media 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\u2019s contribution based on this improved signal. When the person most responsible for P&G\u2019s renewed commitment to audio says MMMs need a reset, marketers and analysts should listen.\nRead More\nWhy UK Brands Are Turning Up the Volume on Audio in 2026\nReuters Institute‘s\u00a02026 journalism trends report\u00a0finds 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\u00a075% 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.\nRead More\n\n#SaveTheLiveReads\n\nSwiftie Charm, Pilates Glow-Ups, and a Fabletics Mic Drop\nKelly Keegs\u00a0and\u00a0Gia Mariano\u00a0from the\u00a0Taylor Watch\u00a0podcast absolutely crush this\u00a0Fabletics\u00a0live read with boss babe energy, authenticity, and Swiftie-level charm, turning a simple promo into a full-on fashion moment. From Gia\u2019s 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.\nThey 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\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4691,"title":"A Search for the Truth: Multichannel Rankings, PodScribe Report, and ChatGPT Ads","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"A Search for the Truth: Multichannel Rankings, PodScribe Report, and ChatGPT Ads","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-search-for-truth-multichannel-rankings-podscribe-report-and-chatgpt-ads\/","date":"February 4, 2026","description":"Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That\u2019s the question at the center of this week\u2019s Media Roundtable: Industry Edition.\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) is joined by our own experts\u00a0Jillian Garner\u00a0(Account Manager),\u00a0Neal Lucey\u00a0(EVP, Strategy & Planning), and\u00a0Kyle Jelinek\u00a0(VP of Client Services) to break down what\u2019s driving performance in podcasting.\nFrom Podtrac\u2019s new\u00a0multi-channel ranker\u00a0to Podscribe\u2019s latest\u00a0incrementality report, the team explores what matters beyond downloads. They debate the long-form\u2019s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let\u2019s dig in.\n\n\u201cSeeing 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.\u201d –\u00a0Jillian Garner\u00a0(Account Manager,\u00a0Oxford Road)\n\nMulti-Channel Rankings\u00a0\u2013\u00a0Podtrac\u00a0has 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\u2019s 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.\nHistorical Performance\u00a0\u2013\u00a0History podcasts\u00a0are epic in every sense of the word. You get multi-hour, in-depth episodes (Like\u00a0Hardcore History) and a fanatical audience. Brands don\u2019t always flock to these shows, but they\u2019re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won\u2019t be hits for every brand, but we\u2019ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look.\nChatGPT: Now with Ads?\u00a0\u2013\u00a0Ads look like the next\u00a0ChatGPT\u00a0move. It\u2019s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we\u2019re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they\u2019re saying. In other words: ads only work when there\u2019s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can\u2019t erode one and still expect performance.\nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":4658,"title":"This Week\u2019s Influencer: ORBIT\u2019s #1 Self-Improvement Host, Gina Ryan Talks Authenticity; Podtrac\u2019s Performance Tool, AI Aims At News, and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/PNG-LinkedIn-Cover-Newsletter-Mailchimp-Header-Background.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-orbits-1-self-improvement-host-gina-ryan-talks-authenticity-podtracs-performance-tool-ai-aims-at-news-and-more-2\/","date":"January 28, 2026","description":"Imagine you\u2019re the best at what you do\u2026 and you didn\u2019t realize it until now.\nThis week\u2019s edition of\u00a0Media Roundtable: Special Edition\u00a0is another creator spotlight, as\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes\u00a0Gina Ryan\u00a0(Host,\u00a0The Anxiety Coaches Podcast) to the pod.\nGina\u2019s podcast is a quiet ORBIT powerhouse, recently ranked #1 in our\u00a0Self-Improvement\u00a0list. But because brands don\u2019t usually share results with creators, she had no idea she was a low-key marketing superstar.\nDan and Gina sat down to unpack her (formerly) secret success. They\u2019re talking: Honest Ads, The Listening Family, and Hyper Organic Growth. Let\u2019s dig in.\n\n\u201cI just talk about it as it’s still me. I don’t all of a sudden switch into: \u2018And now a word from our sponsor,\u2019 and become a radio advertisement.\u201d –\u00a0Gina Ryan\u00a0(Host,\u00a0The Anxiety Coaches Podcast)\n\nBe Clear, Be You\u00a0\u2013\u00a0Gina’s success isn\u2019t accidental; it\u2019s the result of her very detailed approach to sponsorships. She discloses and separates the ads, then performs the\u00a0read in her own voice. She\u2019s not in sales mode: she\u2019s the same calm, genuine presence that listeners hear during the show. She doesn\u2019t rush copy; instead, she speaks from her experience and connects to brands she cares about. Another great sign: she rejects misaligned brands.\u00a0It\u2019s fine for an ad to clearly be an ad, as long as the host is still being their genuine self.\nThe Listening Family\u00a0\u2013 That\u2019s 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\u2019re actively maintaining the hard-won trust they\u2019ve built with the audience.\nHyper Organic Growth\u00a0\u2013\u00a0Gina 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\u2019s doing. Other shows might have bigger reach, but the depth of connection is unmatched, and that is what drives ad performance.\nFor more tips from a genuine performance superstar, check out the full episode below.\n\n\n\n\nThe Classifieds\n\nNot Your Average Open Mic Night\nNetwork:\u00a0Backyard Ventures\u00a0\/\u00a0Monthly Downloads:\u00a055k\nEven though we just highlighted our\u00a0ORBIT Self-Improvement top-performers\u00a0last week, it\u2019s good to mix in some new folks to your media plan as well.\u00a0This week, we have two such opportunities to help balance out your Q1 media plans.\u00a0Our first juicy morsel comes from the folks at\u00a0Backyard Ventures. It\u2019s hosted by a comedic influencer with sharp wit and a unique perspective.\u00a0Jessie 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.\nIt doesn\u2019t 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\u2019t what\u2019s interesting; it\u2019s the way that it\u2019s 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.\nGet The Deal\n\nTo Be or Not to Be Real?\nNetwork:\u00a0Sony Podcasts\u00a0\/\u00a0Monthly Downloads:\u00a0185k\nFor those uninitiated in reality show culture,\u00a0Carl Radke\u2019s name may not ring any bells. But, for those who were highly invested in Bravo\u2019s\u00a0Summer House, this new release is abuzz with excitement. Radke\u2019s recent path to\u00a0sobriety 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.\nWhether he\u2019s 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\u2019s 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\u2019s time to click the link below.\nGet The Deal\n\nIn Case You Missed It\nPodtrac’s Foray Into Ranking Multi-Channel Performance\nPodtrac\u00a0launched 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\u2019s 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.\nRead More\nYouTube\u2019s 2026 Priorities Aim to Push Creators Into the Big Leagues\nYouTube CEO\u00a0Neal 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\u2019t standing pat. Creators now own production, distribution, and monetization, and they\u2019re 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.\nRead More\nDigital News Outlets Worry About the Threat of AI Searches\nReuters Institute‘s\u00a02026 journalism trends report\u00a0finds 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\u00a075% 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.\nRead More\n\n#SaveTheLiveReads\n\nTaking Care of Yourself Goes From Fantasy to Reality With Function Health\nSisters\u00a0Nicole and Lexi\u00a0of\u00a0Fantasy Fangirls\u00a0are absolutely head over heels for this week\u2019s #STLR shoutout,\u00a0Function Health, using their signature spunk to narrate an epiphany for anyone who\u2019s sick of guessing what their body needs. Nicole keeps it real by discussing her rocky relationship with food, and then reveals how Function\u2019s 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\u2019s clear that the product made a mark on her life.\nThe sisters\u2019 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\u00a0Dr. Huberman\u00a0to back up their statements. They make Function\u2019s bite-sized lessons, personalized insights, and \u201c$1 a day\u201d 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\u2019t just inform, it motivates with a wink, a laugh, and a whole lot of fangirling energy.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4654,"title":"This Week\u2019s Influencer: ORBIT\u2019s #1 Self-Improvement Host, Gina Ryan Talks Authenticity; Podtrac\u2019s Performance Tool, AI Aims At News, and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/YouTube-Thumbnails-and-Mailchimp-Header.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-orbits-1-self-improvement-host-gina-ryan-talks-authenticity-podtracs-performance-tool-ai-aims-at-news-and-more\/","date":"January 28, 2026","description":"Imagine you\u2019re the best at what you do\u2026 and you didn\u2019t realize it until now.\nThis week\u2019s edition of\u00a0Media Roundtable: Special Edition\u00a0is another creator spotlight, as\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes\u00a0Gina Ryan\u00a0(Host,\u00a0The Anxiety Coaches Podcast) to the pod.\nGina\u2019s podcast is a quiet ORBIT powerhouse, recently ranked #1 in our\u00a0Self-Improvement\u00a0list. But because brands don\u2019t usually share results with creators, she had no idea she was a low-key marketing superstar.\nDan and Gina sat down to unpack her (formerly) secret success. They\u2019re talking: Honest Ads, The Listening Family, and Hyper Organic Growth. Let\u2019s dig in.\n\n\u201cI just talk about it as it’s still me. I don’t all of a sudden switch into: \u2018And now a word from our sponsor,\u2019 and become a radio advertisement.\u201d –\u00a0Gina Ryan\u00a0(Host,\u00a0The Anxiety Coaches Podcast)\n\nBe Clear, Be You\u00a0\u2013\u00a0Gina’s success isn\u2019t accidental; it\u2019s the result of her very detailed approach to sponsorships. She discloses and separates the ads, then performs the\u00a0read in her own voice. She\u2019s not in sales mode: she\u2019s the same calm, genuine presence that listeners hear during the show. She doesn\u2019t rush copy; instead, she speaks from her experience and connects to brands she cares about. Another great sign: she rejects misaligned brands.\u00a0It\u2019s fine for an ad to clearly be an ad, as long as the host is still being their genuine self.\nThe Listening Family\u00a0\u2013 That\u2019s 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\u2019re actively maintaining the hard-won trust they\u2019ve built with the audience.\nHyper Organic Growth\u00a0\u2013\u00a0Gina 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\u2019s doing. Other shows might have bigger reach, but the depth of connection is unmatched, and that is what drives ad performance.\nFor more tips from a genuine performance superstar, check out the full episode below.","landing_redirection":""},{"id":4402,"title":"This Week\u2019s Influencer: Hala Shares How to Make Ads Work; ORBIT\u2019s Latest Take Flips Q1 Planning Script; Podscribe Cracks Incrementality; & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-23-190040.png","image_alt":"The Podcast Princess Diaries: Inside Hala Taha\u2019s Performance Playbook","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-podcast-princess-diaries-inside-hala-tahas-performance-playbook-2\/","date":"January 23, 2026","description":"What happens when a podcasting powerhouse is also an elite marketer?\nFind out in a creator spotlight episode of\u00a0Media Roundtable: Special Edition.\nThis week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes The Podcast Princess herself,\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, host of\u00a0Young and Profiting). We\u2019re some of the biggest Hala supporters here at Oxford Road because she\u2019s one of the few creators who cares as much as we do about making the ads work. (Check out her\u00a0Ad Infinitum\u00a0episode\u00a0with our very own\u00a0Stew Redwine).\nHala has consistently delivered great reads and results for clients for years, and\u00a0ORBIT\u00a0has the receipts. Young and Profiting was #4 on our\u00a0OG Podcast list, and it\u2019s #2 in this month\u2019s\u00a0Self-Improvement ranking. But hearing how Hala approaches the ads, that performance is not surprising.\nDan and Hala put on a masterclass in creator marketing, talking: The Power of Demonstration, Letting Creators Cook, and Getting in the Weeds. Let\u2019s dig in.\n\n\u201cIt’s not about the channel. It’s not about audio, YouTube, social; it doesn’t matter. What you\u2019re picking is the creator.\u201d –\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, host of\u00a0Young and Profiting)\n\n\n\n\n\nYour Monthly ORBIT Report – Jan 2026\n\nMental Health Tops the Self-Help Genre\nQ1 is a resolution gold rush. That’s why we used\u00a0ORBIT\u00a0(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\u00a0On Purpose with Jay Shetty, #2\u00a0Young and Profiting with Hala Taha, and #1\u00a0The Anxiety Coaches Podcast.\nWhile most brands pile into fitness shows every January, ORBIT shows that mental health content delivers the real returns. A few key takeaways:\n\n\nFitness 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.\n\n\nThe 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.\n\n\nFor the complete January ORBIT Rankings and methodology, check out the full report HERE\n\nThe Classifieds\n\nEvery Day is a Great Day When You\u2019re Always On Vacation\nNetwork:\u00a0RedCircle Technologies\u00a0\/ Monthly Downloads:\u00a020k\nWith podcasts premiering on Netflix and brand campaign dollars fueling much of the industry\u2019s 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.\nCarlye Wisel\u00a0is the intrepid host of\u00a0Very Amusing,\u00a0a podcast about everything and anything theme park related. Wisel built her following as a journalist for publications such as\u00a0Vanity Fair,\u00a0TIME,\u00a0and\u00a0National 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.\nGet The Deal\n\nIt\u2019s-a Me! A Podcast!\nNetwork:\u00a0Audioboom\u00a0\/ Monthly Downloads:\u00a025k\nVideo game content dominates\u00a0YouTube and Twitch\u00a0due 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.\u00a0Kit Ellis\u00a0and\u00a0Krista Yang\u00a0previously worked at Nintendo, eventually becoming the co-creators of\u00a0Nintendo Minute.\nSince 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.\nGet The Deal\n\nIn Case You Missed It\nAI, Social, Creators Oh My!\neMarketer’s\u00a02026 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.\nRead More\nIt\u2019s Not Just a Bill, It\u2019s a Movement\nRep.\u00a0Ro Khanna\u00a0(D-CA) introduced a “Creator Bill of Rights” in Congress, partnering with\u00a0Creators 4 Mental Health\u00a0founder 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.\nRead More\nPodscribe Says No More PSAs Needed for Incrementality Tests\nPodscribe\u00a0shipped 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\u2019s 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\u2019t rely on that kind of workaround.\nRead More\n\n#SaveTheLiveReads\n\nA Fantastical Tool that Matches the Setting with Babbel\nGet ready for peak podcast magic with this week’s stellar live read from the gang at\u00a0All Fantasy Everything, who\u2019s talking\u00a0Babbel! 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\u2019s a pop quiz. They bring their classic energy, calling out how Babbel\u2019s bite-sized lessons are the perfect low-stress, high results combo in just 10\u201315 minutes: no panic, no pressure, just results.\nIt\u2019s all delivered with that signature best friend flair, making listeners feel more like they\u2019re a part of the conversation than a casual listener. It doesn\u2019t 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\u2019t just sell Babbel, it makes you wanna open the app right now!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4391,"title":"The Podcast Princess Diaries: Inside Hala Taha\u2019s Performance Playbook","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-20-215639.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-podcast-princess-diaries-inside-hala-tahas-performance-playbook\/","date":"January 21, 2026","description":"What happens when a podcasting powerhouse is also an elite marketer?\nFind out in a creator spotlight episode of\u00a0Media Roundtable: Special Edition.\nThis week,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes The Podcast Princess herself,\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, host of\u00a0Young and Profiting). We\u2019re some of the biggest Hala supporters here at Oxford Road because she\u2019s one of the few creators who cares as much as we do about making the ads work. (Check out her\u00a0Ad Infinitum\u00a0episode\u00a0with our very own\u00a0Stew Redwine).\nHala has consistently delivered great reads and results for clients for years, and\u00a0ORBIT\u00a0has the receipts. Young and Profiting was #4 on our\u00a0OG Podcast list, and it\u2019s #2 in this month\u2019s\u00a0Self-Improvement ranking. But hearing how Hala approaches the ads, that performance is not surprising.\nDan and Hala put on a masterclass in creator marketing, talking: The Power of Demonstration, Letting Creators Cook, and Getting in the Weeds. Let\u2019s dig in.\n\n\u201cIt’s not about the channel. It’s not about audio, YouTube, social; it doesn’t matter. What you\u2019re picking is the creator.\u201d –\u00a0Hala Taha\u00a0(CEO & Founder,\u00a0YAP Media, host of\u00a0Young and Profiting)","landing_redirection":""},{"id":4773,"title":"January 2026: New Year, New You - ORBIT Top 15 Performing Self-Improvement Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"January 2026 ORBIT","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/january-2026-orbit-top-15-performing-self-improvement-podcasts\/","date":"January 21, 2026","description":"","landing_redirection":""},{"id":4398,"title":"This Week\u2019s Influencer: Oxford Road\u2019s 2026 Industry Predictions; YouTube\u2019s Dominance; The End of Podcast as We Know it?; I Miss My MTV; And More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-13-173417.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-best-podcast-pick-podfraud-and-is-it-the-end-of-ads-2\/","date":"January 14, 2026","description":"Podcasts walked the red carpet, won the awards,\u00a0and settled into your living room. So, where does the industry head next? Find out on a new\u00a0Media Roundtable: Industry Edition.\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) breaks down the biggest stories with fellow audiophiles:\n\n\nBart Roselli\u00a0(EVP Media,\u00a0Oxford Road)\n\n\nCourtney O’Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\n\n\nGiles Martin\u00a0(EVP Strategy,\u00a0Oxford Road)\n\n\nThe team is talking: The End of Ads, PodFraud, the Living Room Podcast, and more. Let\u2019s dig in.\n\n\u201c Is it the end of ads? No, but I do think that it’s potentially an end of an era.\u201d –\u00a0Courtney O’Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\n\nThe End of Ads?\u00a0\u2013\u00a0It sounds like a sensationalist take: could\u00a0podcast ads see the same collapse as \u201890s banner ads? No, but at a minimum, guarding against increasing ad load is smart business (Podcasting was\u00a0dragged\u00a0for 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.\nPodFraud\u00a0\u2013 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\u2019s a business for someone to strip out the ads and resell the shows, that\u2019s 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.)\nThe Living Room Podcast\u00a0\u2013\u00a0YouTube says couch podcast viewing hit\u00a0700M hours\u00a0in October 2025. Giles\u2019 rough math says that\u2019s ~4% of CTV viewing, a staggering number. There\u2019s one thing we don\u2019t 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\u2019ll know if the results justify the CPMs.\nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.\n\n\n\n\nThe Classifieds\n\nNothing to Fear But the Laughs Yet to Come\nNetwork: Daylight Media\u00a0\/ Monthly Downloads:\u00a0360k\nFinding a podcast that\u2019s 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\u2019s hosts (Hasan Piker,\u00a0Will Neff,\u00a0Austin Show, and\u00a0QTCinderella) 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.\nIn their shared podcast from\u00a0Daylight 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.\nGet The Deal\n\nThis Phenomenal Woman is Fighting For Her Place on the Charts and in Your Heart\nNetwork:\u00a0Lemonada Media\u00a0\/ Monthly Downloads:\u00a030k\nReshma Saujani\u00a0is 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\u00a0industries,\u00a0artforms, and\u00a0political arenas, even though they make up 50% of the US population.\nWhile the most popular podcasts tend to be\u00a0male-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\u2019s 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\u2019s nothing \u201cso-called\u201d about this amazing opportunity: find out for yourself via the link below.\nGet The Deal\n\nIn Case You Missed It\nFrom Earbuds to the Golden Globes – Podcast Goes Hollywood\nGood Hang With Amy Poehler\u00a0(Paper Kite Productions\/The Ringer) won the inaugural\u00a0Golden Globe\u00a0for Best Podcast on January 11, 2026. Other nominees (selected from an extremely short list of just 25 shows by Golden Globe\u2019s data partner Luminate):\u00a0Armchair Expert,\u00a0Call Her Daddy,\u00a0Smartless,\u00a0The Mel Robbins Podcast, and NPR’s\u00a0Up First. During her acceptance speech,\u00a0Poehler\u00a0joked about “celebs phoning it in” to the medium. Yes, the Golden Globes took shots at podcast ad load, something we\u2019ve flagged\u00a0before. But let\u2019s 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.\nRead More\n\u00a0AI Recommendations \u2260 Smart Media Buying\nFrank Racioppi\u00a0of\u00a0Ear Worthy\u00a0tested AI recommendation systems and found they systematically exclude independent podcasts, returning only network shows like\u00a0Joe Rogan\u00a0and\u00a0Crime Junkie\u00a0unless users explicitly push the prompt for “independent podcasts.” He called on industry leaders to address the bias and published\u00a0Ear 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\u2019s monthly\u00a0ORBIT\u00a0list help surface shows that actually perform, not just those with name recognition.\nRead More\nPierre Robert: A Voice That Lasted Before AI & Algorithms\nColeman Insights posted a heartwarming tribute to\u00a0Pierre Robert, a longtime DJ on Philadelphia\u2019s rock station\u00a0WMMR, who passed away on October 29th, after 44 years on air.\u00a0Sam Milkman\u00a0reflects 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\u2019s lesson applies directly to creators and brands alike. People who build 44-year relationships don\u2019t follow playbooks, algorithms, or best practices. They follow passion, develop a distinct voice, and break rules without breaking principles. For marketers looking for \u201cauthentic creators,\u201d this tribute is a reminder that authenticity isn\u2019t optimized, scaled, or manufactured. It\u2019s built over time, and it\u2019s worth protecting in today’s media landscape.\nRead More\n\n#SaveTheLiveReads\n\nHealth Panic Solved the Funny Way with Zocdoc\nListen up as\u00a0IHIP Podcast\u00a0hosts\u00a0Jennifer Welch\u00a0and\u00a0Angie \u201cPumps\u201d Sullivan\u00a0line 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\u2019ve all lived: spiraling into a doom scroll of self-diagnosed symptoms online, jumping between TikTok, AI, and panic. It\u2019s instantly engaging and sets up the perfect pitch for\u00a0Zocdoc\u2019s real-world solution.\nTheir 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, \u201cHey, I\u2019ve been there. This actually works.\u201d 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":4396,"title":"Our Best Podcast Pick, PodFraud, and Is It The End of Ads?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-111027.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-best-podcast-pick-podfraud-and-is-it-the-end-of-ads\/","date":"January 14, 2026","description":"Podcasts walked the red carpet, won the awards,\u00a0and settled into your living room. So, where does the industry head next? Find out on a new\u00a0Media Roundtable: Industry Edition.\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) breaks down the biggest stories with fellow audiophiles:\n\n\nBart Roselli\u00a0(EVP Media,\u00a0Oxford Road)\n\n\nCourtney O’Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\n\n\nGiles Martin\u00a0(EVP Strategy,\u00a0Oxford Road)\n\n\nThe team is talking: The End of Ads, PodFraud, the Living Room Podcast, and more. Let\u2019s dig in.\n\n\u201c Is it the end of ads? No, but I do think that it’s potentially an end of an era.\u201d –\u00a0Courtney O’Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\n\nThe End of Ads?\u00a0\u2013\u00a0It sounds like a sensationalist take: could\u00a0podcast ads see the same collapse as \u201890s banner ads? No, but at a minimum, guarding against increasing ad load is smart business (Podcasting was\u00a0dragged\u00a0for 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.\nPodFraud\u00a0\u2013 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\u2019s a business for someone to strip out the ads and resell the shows, that\u2019s 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.)\nThe Living Room Podcast\u00a0\u2013\u00a0YouTube says couch podcast viewing hit\u00a0700M hours\u00a0in October 2025. Giles\u2019 rough math says that\u2019s ~4% of CTV viewing, a staggering number. There\u2019s one thing we don\u2019t 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\u2019ll know if the results justify the CPMs.\nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":4173,"title":"This Week\u2019s Influencer: Oxford Road\u2019s 2026 Industry Predictions; YouTube\u2019s Dominance; The End of Podcast as We Know it?; I Miss My MTV; And More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-09-194518.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-oxford-roads-2026-industry-predictions-youtubes-dominance-the-end-of-podcast-as-we-know-it-i-miss-my-mtv-and-more\/","date":"January 7, 2026","description":"Happy 2026! As the New Year kicks into high gear, it\u2019s time to dust off the crystal ball and see what it might reveal about the media landscape this year.\nWill we finally get standardized measurement? Will podcasters still pick video over audio? How should you navigate a seller\u2019s market?\nFind out as we make big, bold (and accurate) predictions for 2026. All on a new Media Roundtable: Special Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes back a stacked team of podcast nostradamuses:\n\n\nHernan Lopez\u00a0(Founder of\u00a0Owl & Co\u00a0&\u00a0Wondery\n\n\nJames Cridland\u00a0(Editor,\u00a0Podnews\u00a0&\u00a0Podcast Business Journal)\n\n\nKyle Jelinek\u00a0(VP, Client Services,\u00a0Oxford Road)\n\n\nNeal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\n\nThey\u2019re talking: Audio\u2019s Rise, Standardization (Finally!), Seller\u2019s Markets, and more. Let\u2019s dig in.\n\n\u201c My prediction is: the buyer’s market has officially ended.\u201d –\u00a0Neal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\nVideo Doesn\u2019t Kill the Audio Star\u00a0\u2013 Our first prediction is a move back to audio only for mid-tier podcasts. In short, the juice wasn\u2019t 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.\nMeasurement Standardization (Finally!)\u00a0\u2013 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\u2019s working.\nBargains in a Seller\u2019s Market\u00a0\u2013 We\u2019re moving from a buyer\u2019s to a seller\u2019s 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.\nWant more insights into what will surely be a pivotal year for the industry? Tune in to the full episode by clicking the link below.\n\n\n\n\nThe Classifieds\n\nA Companion for Your Ears and Your Testing\nNetwork:\u00a0Companion Arts\u00a0\/\u00a0Monthly Downloads:\u00a055k\nWelcome 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\u2019s hosts are YouTube legends\u00a0Mamrie Hart\u00a0and\u00a0Grace Helbig, who are intrinsically tied to comedy and food culture but have branched out into books, stand-up, and acting in recent years.\nTheir 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 \u201ccomfort creator\u201d 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.\nGet The Deal\n\nWe Don’t Need No Parental Guidance Here\nNetwork:\u00a0And, If\u00a0\/\u00a0Monthly Downloads:\u00a045k\nTrue crime and History podcasts have a common goal: to tell a good story. Podcaster\u00a0Chelsey Weber-Smith\u00a0loves 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,\u00a0American 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.\nFrom 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.\nGet The Deal\n\nIn Case You Missed It\nPew Shares Stats on YouTube’s Dominance\nA new\u00a0Pew\u00a0survey (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%).\u00a0Threads,\u00a0Bluesky,\u00a0Truth Social\u00a0at ~10% or less. This is why YouTube wins for video podcasts and creator content. Massive, cross-generational reach. Call it the\u00a0Natural Law of Monopoly\u00a0applied to media: audiences consolidate where scale, habit, and utility intersect.\nRead More\nHave Podcast Ads Jumped the Shark?\nPodcast 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\u00a0Inception Point\u00a0accept 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\u2019s not get hysterical. Clutter exists, 100%. However, marketers still have tools to identify high-quality shows with lighter ad loads and real engagement.\nRead More\nVideo Killed The Video Star\nMTV\u00a0is 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\u2019s not like music videos disappeared. You can still watch them anytime.\u00a0YouTube\u00a0or\u00a0Vevo, anyone?\nRead More\n\n#SaveTheLiveReads\n\nCall Her Safe with SimpliSafe\nAlex Cooper, host of the HIT podcast\u00a0Call Her Daddy, doesn\u2019t just read this\u00a0SimpliSafe ad; she turns it into a full-on \u201cDaddy Gang\u201d moment, effortlessly blending humor, confidence, and just the right amount of self-aware paranoia in this week\u2019s #STLR! From her opening line, it feels like your funniest friend urgently reminding you that safety is hot, especially when it\u2019s 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\u2019re asleep, without ever sounding salesy or overwhelming.\nThe mental image of intruders being confronted, spotlighted, and sirened into rethinking their entire life is both hilarious and genuinely reassuring. Alex\u2019s 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\u2019s letting the \u201cDaddy Gang\u201d 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\u2019s earned our first honor of the year!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":4162,"title":"Keys to 2026: Navigating a Seller\u2019s Market, Standardized Measurement, and Going Vertical","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-09-192230-1.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/keys-to-2026-navigating-a-sellers-market-standardized-measurement-and-going-vertical\/","date":"January 7, 2026","description":"Happy 2026! As the New Year kicks into high gear, it\u2019s time to dust off the crystal ball and see what it might reveal about the media landscape this year.\nWill we finally get standardized measurement? Will podcasters still pick video over audio? How should you navigate a seller\u2019s market?\nFind out as we make big, bold (and accurate) predictions for 2026. All on a new Media Roundtable: Special Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes back a stacked team of podcast nostradamuses:\n\n\nHernan Lopez\u00a0(Founder of\u00a0Owl & Co\u00a0&\u00a0Wondery\n\n\nJames Cridland\u00a0(Editor,\u00a0Podnews\u00a0&\u00a0Podcast Business Journal)\n\n\nKyle Jelinek\u00a0(VP, Client Services,\u00a0Oxford Road)\n\n\nNeal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\n\nThey\u2019re talking: Audio\u2019s Rise, Standardization (Finally!), Seller\u2019s Markets, and more. Let\u2019s dig in.\n\n\u201c My prediction is: the buyer’s market has officially ended.\u201d –\u00a0Neal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\nVideo Doesn\u2019t Kill the Audio Star\u00a0\u2013 Our first prediction is a move back to audio only for mid-tier podcasts. In short, the juice wasn\u2019t 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.\nMeasurement Standardization (Finally!)\u00a0\u2013 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\u2019s working.\nBargains in a Seller\u2019s Market\u00a0\u2013 We\u2019re moving from a buyer\u2019s to a seller\u2019s 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.\nWant more insights into what will surely be a pivotal year for the industry? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":4005,"title":"This Week\u2019s Influencer: Faith-Based Creators Share the Strange Secret to Success; Retire the Word \u201cPodcast?\u201d; Podcast\u2019s Next Era, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-29-193649.png","image_alt":"The Rise of Faith-Based Podcasts","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-faith-based-creators-share-the-strange-secret-to-success-retire-the-word-podcast-podcasts-next-era-and-more\/","date":"December 24, 2025","description":"What\u2019s one podcast genre that\u2019s successful for advertisers but is often overlooked?\nFind out in a creator spotlight episode of\u00a0Media Roundtable: Special Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes the co-hosts of the hit, faith-based podcast\u00a0Girls Gone Bible,\u00a0Angela Halili\u00a0&\u00a0Arielle Reitsma.\nThey\u2019re talking: A Meteoric Rise, Brand Love, and Marketing with Faith. Let\u2019s dig in.\n\n\u201cThere’s no dollar amount that’s worth doing anything that goes against our core mission.\u201d – Angela Halili (Co-Host,\u00a0Girls Gone Bible)\n\nBy Popular Demand\u00a0\u2013 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.\nOnly Promote What You Love\u00a0\u2013 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\u2019re the creators who maintain the highest audience trust.\nMarketing with Faith\u00a0\u2013 Recent\u00a0ORBIT insights\u00a0showed 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\u2019s a fantastic opportunity for smart brands to invest before the market catches on.\nWant more insights into an overlooked, overperforming part of the industry? Tune in to the full episode by clicking any of the links below.\n\n\n\n\nThe Classifieds\n\nMay Your Days Be Merry and Bright\nNetwork:\u00a0Cloud10\u00a0\/\u00a0Monthly Downloads:\u00a015k\nWith Q4 drawing to a close, we\u2019re soon entering the industry\u2019s 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\u00a0Cloud10, a network that merrily promotes female-focused shows, many of which are self-improvement-based. Host\u00a0Grace Bithell, LCSW, spends each episode working through toxic examples of guilt, stress, and shame to help her listeners find their joy.\nFor 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.\nGet The Deal\n\nShould Auld Acquaintance Be Forgot\nNetwork:\u00a0Acast\u00a0\/ Monthly Downloads:\u00a030k\nWhile \u201cdoing more reading\u201d was not one of the most popular\u00a0New Year\u2019s Resolutions, there have been many literary podcasts seeing performance boosts in 2025, especially with the rise of \u201cBooktok\u201d. Fiction-based work has seen sizable\u00a0growth\u00a0in recent years, which has led to the rise of our second offering. Sisters\u00a0Nicole and Lexi\u00a0have been hosting\u00a0Fantasy Fangirls\u00a0for several years, and in that time, they have covered series such as\u00a0Empyrean,\u00a0A Court of Thorns and Roses series, and the\u00a0Kindred\u2019s Curse Saga.\u00a0The 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.\nGet The Deal\n\nIn Case You Missed It\nRetire the Word \u201cPodcast\u201d? No Thanks.\nThe\u00a0Verge’s\u00a0Andru Marino\u00a0argues “podcast” has become meaningless in 2025 as video dominates.\u00a0YouTube’s\u00a0podcast 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\u2026 It\u2019s time, however, to recognize that podcasts have evolved beyond audio. The trick is evolving our understanding and measurement to capture the\u00a0differences in delivery.\nRead More\nPodcasting\u2019s Next Phase – Flexibility Will Be Key\nAmplifi Media\u2019s CEO\u00a0Steve Goldstein\u00a0declares 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\u2019re in a new phase of podcasting, he\u2019s 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\u00a0HDYHAU\u00a0survey with a second layer that captures specific podcast titles. We can help you set it up.\nRead More\nThe Drama is Over: Howard Stern Renews with SXM\nHoward Stern\u00a0announced a new three-year deal with\u00a0SiriusXM\u00a0through 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\u2019s run at SiriusXM was coming to an end. While we know he\u2019s sticking around through at least 2028, this might be the last long-term contract for Stern, given he\u2019s in his 70s. It\u2019s good news for Stern, SiriusXM, and advertisers who\u2019ve continued to see real performance from his host-read ads.\nRead More\n\n#SaveTheLiveReads\n\nA Stoic Take on Giving That Works\nAs the year winds down, this #STLR from\u00a0The Daily Stoic\u00a0is a timely reminder of why one of our advertisers,\u00a0GiveWell, matters. Host\u00a0Ryan Holiday\u00a0starts with a very stoic question:\u00a0\u201cWhat are you actually going to do about it?”\u00a0His read for the philanthropic-focused brand works because it is not preachy; It\u2019s practical, empowering, and grounded in real impact. It also highlights GiveWell\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n\n ","landing_redirection":""},{"id":4003,"title":"The Rise of Faith-Based Podcasts with the Hosts of Girls Gone Bible","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-29-193153-1.png","image_alt":"The Rise of Faith-Based Podcasts","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-rise-of-faith-based-podcasts\/","date":"December 24, 2025","description":"What\u2019s one podcast genre that\u2019s successful for advertisers but is often overlooked?\nFind out in a creator spotlight episode of\u00a0Media Roundtable: Special Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) welcomes the co-hosts of the hit, faith-based podcast\u00a0Girls Gone Bible,\u00a0Angela Halili\u00a0&\u00a0Arielle Reitsma.\nThey\u2019re talking: A Meteoric Rise, Brand Love, and Marketing with Faith. Let\u2019s dig in.\n\n\u201cThere’s no dollar amount that’s worth doing anything that goes against our core mission.\u201d – Angela Halili (Co-Host,\u00a0Girls Gone Bible)\n\nBy Popular Demand\u00a0\u2013 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.\nOnly Promote What You Love\u00a0\u2013 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\u2019re the creators who maintain the highest audience trust.\nMarketing with Faith\u00a0\u2013 Recent\u00a0ORBIT insights\u00a0showed 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\u2019s a fantastic opportunity for smart brands to invest before the market catches on.\nWant more insights into an overlooked, overperforming part of the industry? Tune in to the full episode by clicking any of the links below.","landing_redirection":""},{"id":3953,"title":"This Week\u2019s Influencer: Dismantling the Black Box of Video Measurement, Programmatic\u2019s Rise in Popularity, ORBIT\u2019s Making Waves, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-172051.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-dismantling-the-black-box-of-video-measurement-programmatics-rise-in-popularity-orbits-making-waves-and-more\/","date":"December 17, 2025","description":"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.\nThe industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we\u2019ve operated inside a measurement “black box,” forcing marketers to\u00a0assume that a YouTube view is worth the same as a podcast download.\nWe now know that assumption is potentially costing brands\u00a0millions.\nIn this\u00a0Media Roundtable: Special Edition, \u200aGiles Martin\u00a0(EVP,\u00a0Strategy & Insights,\u00a0Oxford Road) welcomes\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe) to reveal the results of our industry-first report, \u201cRe-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.\u201d After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.\n\n\u201cThe biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.\u201d – Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe)\n\nPete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences.\n\n\n\n\nThe Classifieds\n\nTL;DR:\nIt\u2019s a Classified\nNetwork:\u00a0Big Little Media\u00a0\/\u00a0Monthly Downloads:\u00a0155k\nPodcasts, 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\u00a0Ricky Hayberg\u00a0and\u00a0Eliot Morgan>\u00a0cover a mix of global, national, and internet news, often peppering in their own brand of witty critique and bold reporting.\nThis is a video-heavy show with strong content alignment with similar nerd-driven YouTube channels, such as Funhaus\u00a0and\u00a0GameGrumps. 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\u2019t allow a lag in your decision; sprint through your backlog by clicking below.\nGet The Deal\n\nYour Download For the Cultural Trends of Today\nNetwork: Nativ.ly \/\u00a0Monthly Downloads:\u00a050k\nCreativity doesn\u2019t have a strict standardization and is therefore a boundless topic of conversation.\u00a0Sam Fragoso\u00a0knows this well, as the idea fuels his long-running podcast,\u00a0Talk 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\u00a0The New Yorker\u2019s\u00a0100th anniversary or walking through the production of a director\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nProgrammatic Audio: It\u2019s the Next Big Thing\nMadison & Wall\u00a0projects 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.\u00a0eMarketer\u00a0projects that 183.3 million of 239.6 million US digital audio listeners will be ad-accessible by 2026.\u00a0iHeartMedia\u00a0recently joined\u00a0Spotify\u00a0and\u00a0SiriusXM\u00a0in selling inventory through\u00a0Amazon DSP. Madison & Wall is more conservative than eMarketer\u2019s $2.3B forecast. Go figure, eMarketer is known to be optimistic. Either way, programmatic still represents only about 10\u201320% 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.\nRead More\nPodcasting\u2019s Adult Years\nEdison Research\u00a0Share of Ear Q3 2025\u00a0shows podcasting’s median age has jumped to 39, up from 34 in 2023 and 29 in 2017\u2014a “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.\nRead More\nPodcast Ads Reward Smart Buyers\nAcast\u00a0reports 41% Q3 sales growth driven by big brands like\u00a0Capital One\u00a0and\u00a0Coca-Cola\u00a0flooding 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\u00a0Greg Glenday\u00a0admits 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\u2019re a marketer working through a holdco, then yes, podcasting might be hard to buy and hard to measure. That\u2019s not the case for specialist agencies that live in this space. Don\u2019t overlook the insight that smaller shows often outperform big shows on ROI. Just don\u2019t misinterpret it as a strategy to only buy niche shows. If you buy small, you\u2019re likely to stay small.\nRead More\n\n#SaveTheLiveReads\n\nA Wickedly Good MasterClass on Ad-Reads\nHollywood is abuzz about this week’s #STLR from\u00a0Tactful Pettiness\u00a0hosts\u00a0Cody Rigsby\u00a0and\u00a0Andrew Chappelle, turning what could be a standard ad into an engaging, story-driven moment perfect for\u00a0MasterClass. By opening with a personal, glamorous anecdote about attending the\u00a0Wicked: For Good\u00a0premiere, 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!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOxford Road Reveals That \u201cOGs\u201d Dominate New Podcasts In Ad Performance\nLast week, we released our ORBIT Top 15 Performing OG Podcasts report, and the industry is taking notice. Outlets including\u00a0Sounds Profitable,\u00a0Podnews,\u00a0Podcast Business Journal, and\u00a0Podcasting Today\u00a0are 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\u00a0here\nRead More\nUnderstanding The Science Behind What Makes a Radio Ad Stick\nOur award-winning podcast\u00a0Ad Infinitum\u00a0is making waves beyond the podcasting world. Radio Ink picked up the latest episode, “Human Hacks,” featuring best-selling behavioral science author\u00a0Richard 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\u2019s Executive Creative Director,\u00a0Stew 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\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":3950,"title":"Rethinking Youtube Podcasts: Does video beat audio for ROI?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-235428.png","image_alt":"Re-thinking YouTube","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rethinking-youtube-podcasts-does-video-beat-audio-for-roi\/","date":"December 17, 2025","description":"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.\nThe industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we\u2019ve operated inside a measurement “black box,” forcing marketers to\u00a0assume that a YouTube view is worth the same as a podcast download.\nWe now know that assumption is potentially costing brands\u00a0millions.\nIn this\u00a0Media Roundtable: Special Edition, \u200aGiles Martin\u00a0(EVP,\u00a0Strategy & Insights,\u00a0Oxford Road) welcomes\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe) to reveal the results of our industry-first report, \u201cRe-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.\u201d After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.\n\n\u201cThe biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.\u201d – Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe)\n\nPete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences.","landing_redirection":""},{"id":3824,"title":"Re-Thinking YouTube: Why Your Video Podcast Ads May Be Converting 25% Worse Than Audio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Insights-Page-Preview-Images-412-x-250-px-8.png","image_alt":"Re-Thinking YouTube Video Podcast Performance","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rethinking-youtube\/","date":"December 17, 2025","description":"","landing_redirection":""},{"id":3879,"title":"This Week\u2019s Influencer: 2025 Media Lookback on MRT; ORBIT\u2019s December Results May Have You Update \u201826 Plans; ChatGPT Goes Ad Supported?; and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-150617.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-2025-media-lookback-on-mrt-orbits-december-results-may-have-you-update-26-plans-chatgpt-goes-ad-supported-and-more\/","date":"December 10, 2025","description":"Video podcast wars, reaching critical masses, or radio\u2019s reckoning\u2026 or reinvention: what was the biggest story of 2025, and how will it shape 2026?\nFind out as we look back on all the major news stories of 2025 in a new\u00a0Media Roundtable: Industry Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) breaks down the stories that shaped the year with fellow audio luminaries:\n\n\nHernan Lopez\u00a0(Founder of\u00a0Owl & Co\u00a0&\u00a0Wondery, former CEO of Fox International)\n\n\nJames Cridland\u00a0(Editor,\u00a0Podnews\u00a0&\u00a0Podcast Business Journal)\n\n\nKyle Jelinek\u00a0(VP, Client Services,\u00a0Oxford Road)\n\n\nNeal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\n\nThe team is talking: Video Everything, Critical Mass, and Radio\u2019s Next Act. Let\u2019s dig in.\n\n\u201c Video is definitely the big story for 2025.\u201d –\u00a0Neal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\nVideo Podcast Wars\u00a0\u2013 While YouTube still holds the crown, Spotify and Netflix came for it in 2025. We don\u2019t know who will rule video next year (okay, probably still YouTube), but advertisers can\u2019t ignore the video part of podcasts. Measurement is messier, but 100% doable. It\u2019s 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.\nCritical Mass\u00a0\u2013\u00a073% of Americans have consumed a podcast. This is proof that our little industry\u2019s 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.\nRadio\u2019s Reckoning\u00a0\u2013 Radio remains a contradiction. It\u2019s 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.\nWant more insights from what was a wild year for the industry? Tune in to the full episode by clicking the link below.\n\n\n\n\n\nYour Monthly ORBIT Report – Dec 2025\nThis month, we used\u00a0ORBIT\u00a0(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.”\nThe data suggests otherwise. Big congrats to our top performers:\u00a0#3\u00a0Monday Morning Podcast, #2\u00a0Explain It to Me, and\u00a0#1\u00a0Critical Role.\nWhile 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:\n\nThe 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.\nExecution 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\u2019t replicate quickly.\n\nFor the full December ORBIT Rankings and Insights, check out our newest report\u00a0here.\n\nThe Classifieds\n\nYour Honor, Let Her Cook\nNetwork:\u00a0TMG Studios\u00a0\/ Monthly Downloads:\u00a030k\nIt is the tail end of the\u00a0Decade of the Female Lawyer, a historic period in which women overtook men in\u00a0law school admissions\u00a0and enrollment. In this period, social media adoption\u00a0has skyrocketed, and at that intersection sits lawyer and TikTok creator\u00a0Reb Masel. Masel is a practicing attorney and author who will join\u00a0TMG Studios\u00a0in 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\u2019s succinct coverage. Though Masel is sure to say her show doesn\u2019t 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.\nGet The Deal\n\nSelf-Care Never Goes Out of Style\nNetwork:\u00a0AMP House\u00a0\/\u00a0Monthly Downloads:\u00a060k\nOur selection isn\u2019t new, but it is part of a new network launch. Host\u00a0Dr. Alison Cook\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nCreator Content Serves Results on TikTok\nTikTok\u00a0reports 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\u2019s reputation.\nRead More\nChatGPT Wants to Be in Ad Sales?\nCode discovered in\u00a0ChatGPT’s\u00a0Android app reveals references to “search ad” and “search ads carousel,” signaling imminent advertising despite CEO\u00a0Sam Altman\u00a0previously 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.\nRead More\n2026 Ad Outlook: Ask Again Later\nWARC’s\u00a0Voice 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nRandom Acts of Kindness Are on the Upside This Holiday Season\nIf you\u2019ve ever felt inspired by the holiday merriment to do good, you\u2019re in great company with\u00a0TK Lawns. TK wins over his YouTube audience with his FREE lawn care services and now offers the best cashback recommendations with\u00a0Upside. In between comedic \u201cvrooms\u201d 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\u2019re 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\u2019s helpful, it\u2019s honest, and it\u2019s 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!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3876,"title":"2025 in Review: Video Won, Measurement Broke, and 210 Million People Are Listening","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-151133.png","image_alt":"2025 in Review: Video Won, Measurement Broke, and 210 Million People Are Listening","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/2025-in-review\/","date":"December 10, 2025","description":"Video podcast wars, reaching critical masses, or radio\u2019s reckoning\u2026 or reinvention: what was the biggest story of 2025, and how will it shape 2026?\nFind out as we look back on all the major news stories of 2025 in a new\u00a0Media Roundtable: Industry Edition.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) breaks down the stories that shaped the year with fellow audio luminaries:\n\n\nHernan Lopez\u00a0(Founder of\u00a0Owl & Co\u00a0&\u00a0Wondery, former CEO of Fox International)\n\n\nJames Cridland\u00a0(Editor,\u00a0Podnews\u00a0&\u00a0Podcast Business Journal)\n\n\nKyle Jelinek\u00a0(VP, Client Services,\u00a0Oxford Road)\n\n\nNeal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\n\nThe team is talking: Video Everything, Critical Mass, and Radio\u2019s Next Act. Let\u2019s dig in.\n\n\u201c Video is definitely the big story for 2025.\u201d –\u00a0Neal Lucey\u00a0(EVP, Strategy & Product,\u00a0Oxford Road)\n\nVideo Podcast Wars\u00a0\u2013 While YouTube still holds the crown, Spotify and Netflix came for it in 2025. We don\u2019t know who will rule video next year (okay, probably still YouTube), but advertisers can\u2019t ignore the video part of podcasts. Measurement is messier, but 100% doable. It\u2019s 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.\nCritical Mass\u00a0\u2013\u00a073% of Americans have consumed a podcast. This is proof that our little industry\u2019s 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.\nRadio\u2019s Reckoning\u00a0\u2013 Radio remains a contradiction. It\u2019s 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.\nWant more insights from what was a wild year for the industry? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":4311,"title":"December 2025: ORBIT Rankings and Insights on the Top 15 Performing OG Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Insights-Page-Preview-Images-412-x-250-px-1.png","image_alt":"","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dec-2025-orbit-top-15-performing-og-podcasts\/","date":"December 10, 2025","description":"","landing_redirection":""},{"id":3647,"title":"This Week\u2019s Influencer: Science Tells You How To Make The Best Ads, iHeart Says Humans Only, Podscribe\u2019s Early Gift For Marketers, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-04-213020.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e15-human-hacks\/","date":"December 3, 2025","description":"Marketers have been trying to predict how consumers will behave with statistics and studies for decades. But what if there\u2019s a chance that science could help you understand consumers? Would you take it?\nThe world\u2019s only podcast solely dedicated to audio ads is back with those answers and more! Presenting Ad Infinitum Season 3, Episode 15: “Human Hacks.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes best-selling behavioral science author\u00a0Richard Shotton\u00a0(The Choice Factory,\u00a0Hacking the Human Mind). They\u2019re looking at some of the most relevant behavioral studies in marketing and applying that formula to top-spending podcast ads from \u200aMcAfee, AmBev, Tide Pods, and \u200aIBM\nStew and Richard talk Simplicity, Big Ladles, Concrete, and more. Let\u2019s dig in\u2026\n\n\u201c[It\u2019s] always easier to work with human nature than against it.\u201d –\u00a0Richard Shotton\u00a0(Author,\u00a0Hacking the Human Mind)\n\nSimple is Smart\u00a0– To sound smart, keep it simple. In a study with simple and complex versions of the same text, readers said the simple version\u2019s author sounded smarter. Why?\u00a0 Big words confuse the audience, and they blame the writer. So make your talking points simple. Hosts will love you, and you\u2019ll sound smarter, too.\nGet the Big Ladle\u00a0– We think information is the big blocker to action, but actually, it\u2019s 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.\u00a0Is 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.\nWords like Concrete\u00a0– Studies show people remember concrete phrases (\u201cwhite horse\u201d) 4 times more than intangible ones (\u201csubtle fault\u201d). Look over your copy. If you want it to stick in people\u2019s minds, skip the floating abstract words and firm up the copy with sturdy, concrete words and phrases.\nWant more research-backed insights to make stronger audio ads? Tune in to the full episode here:\n\n\n\n\nThe Classifieds\n\nOld School Gamer Finds New Strides on YouTube\nNetwork:\u00a0eSports Talent Management LLC\u00a0\/\u00a0Monthly Downloads:\u00a0250k\nBefore there was Candy Crush, Cyberpunk, or Baldur\u2019s Gate, many gamers found themselves logging in daily to\u00a0RuneScape. The nearly 25-year-old game is a massively popular fantasy\u00a0MMORPG. Though the graphics may look primeval, the fandom around this longtime giant is as fervent as ever.\u00a0TorvestaRS\u00a0is 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\u2019t be an NPC in your own game of life. Click below to unlock this rare collectible for your media plan.\nGet The Deal\n\nThe Critic Gets a Classified\nNetwork:\u00a0Solaro Consulting Inc.\u00a0\/\u00a0Monthly Downloads:\u00a0120k\nYouTube is an exceptional place for niche celebrities to find a dedicated audience. Our second channel is hosted by just such a figure.\u00a0Karsten Runquist\u00a0built a significant following through\u00a0Letterboxd, a social media platform for cinephiles. At the same time, his YouTube channel exploded in popularity. He\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nPodscribe\u2019s Early Holiday Gift To Advertisers\nPodcast ad loads hit a new high of 10.9% in Q3 2025 (highest ever tracked), up 10% year-over-year, but\u00a0Podscribe’s\u00a0Q4\u00a0Benchmark Report\u00a0shows 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\u00a0case study\u00a0on the subject.\nRead More\niHeart Says Humans Only\niHeartMedia\u00a0is 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\u00a0Vocoder\u00a0in the 1930s.\nRead More\nSpotify\u2019s Year of Transition\nSpotify\u00a0admitted 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\u2014a 41% increase from Q2. Brand awareness campaigns \u00a0now 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.\nRead More\n\n#SaveTheLiveReads\n\nChewy Decks the Paws For the Holidays\nDan Le Batard\u00a0kicks off this holiday season by reminding us \u2018tis the season for great ad reads and cute pets. The sports aficionado partners with\u00a0Chewy\u00a0in this week\u2019s 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\u2014decked out in seasonal gear, of course, which instantly sets a cozy, relatable tone. He also takes that opportunity to pivot into one of Chewy\u2019s charitable ventures, donating meals to pet shelters, but also doing good. He also praises the brand\u2019s 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\u2019re sure caroled in a slew of first-time orders. If you want to hear what cozy holiday feelings sound like, click the link below.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3645,"title":"Ad Infinitum S3E15 - Human Hacks","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-04-213559.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-draft\/","date":"December 3, 2025","description":"Marketers have been trying to predict how consumers will behave with statistics and studies for decades. But what if there\u2019s a chance that science could help you understand consumers? Would you take it?\nThe world\u2019s only podcast solely dedicated to audio ads is back with those answers and more! Presenting Ad Infinitum Season 3, Episode 15: “Human Hacks.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes best-selling behavioral science author\u00a0Richard Shotton\u00a0(The Choice Factory,\u00a0Hacking the Human Mind). They\u2019re looking at some of the most relevant behavioral studies in marketing and applying that formula to top-spending podcast ads from \u200aMcAfee, AmBev, Tide Pods, and \u200aIBM\nStew and Richard talk Simplicity, Big Ladles, Concrete, and more. Let\u2019s dig in\u2026\n\n\u201c[It\u2019s] always easier to work with human nature than against it.\u201d –\u00a0Richard Shotton\u00a0(Author,\u00a0Hacking the Human Mind)\n\nSimple is Smart\u00a0– To sound smart, keep it simple. In a study with simple and complex versions of the same text, readers said the simple version\u2019s author sounded smarter. Why?\u00a0 Big words confuse the audience, and they blame the writer. So make your talking points simple. Hosts will love you, and you\u2019ll sound smarter, too.\nGet the Big Ladle\u00a0– We think information is the big blocker to action, but actually, it\u2019s 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.\u00a0Is 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.\nWords like Concrete\u00a0– Studies show people remember concrete phrases (\u201cwhite horse\u201d) 4 times more than intangible ones (\u201csubtle fault\u201d). Look over your copy. If you want it to stick in people\u2019s minds, skip the floating abstract words and firm up the copy with sturdy, concrete words and phrases.\nWant more research-backed insights to make stronger audio ads? Tune in to the full episode here:","landing_redirection":""},{"id":3324,"title":"This Week\u2019s Influencer: Where Does Podcasting Go From Here? Netflix Pushing Into Podcasts, AI Drops the Mic, Holiday Tunes Boost Sales, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/5.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/protecting-human-connection-audios-roi-ai-slop-netflix-moves-2\/","date":"November 26, 2025","description":"How will the industry shift with 200k AI episodes? Or with Netflix\u2019s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition,\u00a0sponsored by our friends at ALLCITY Network.\nDan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles:\n\u2022 James Cridland (Editor, Podnews & Podcast Business Journal)\n\u2022 Spencer Semonson (Media Supervisor, Oxford Road)\n\u2022 Todd Elbrink (Director of Strategy & Performance, Oxford Road)\n\u2022 Tucker Peleuses (VP of Strategy & Insights, Oxford Road)\nThe team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let\u2019s dig in.\n\n\u201cHow do we make sure that we don’t get run over, for those of us that really care about the human connection piece?\u201d\n\n\u2013 Dan Granger (CEO & Founder, Oxford Road)\n \nNetflix\u2019s $8M Question \u2013 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\u2019t 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\u2019s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences.\nAttention Increases ROI \u2013 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\u2019s 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\u2019s going to be harder, but it\u2019s worth it. And in the meantime, keep asking for better measurement tools to anyone who\u2019ll listen.\nProtecting Human Connection \u2013 Ashley Carman\u2019s 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\u2019s 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\u2013for 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\u2019ll continue to invest in you.\n \nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.\n\n\n\n\n \nThe Classifieds\n\nThese Tea Leaves See Profits In Your Future\nNetwork: Sony Podcasts \/ Monthly Downloads: 200k\nThis 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.\nGet The Deal\n\nClass is Back in Session – Keating 101 Style\nNetwork: Podcast Nation \/ Monthly Downloads: 50k\nShondaland\u00a0may sound like a magical realm, but it\u2019s 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\u00a0How to Get Away with Murder, a critical and commercial success that still sees significant love on streaming. Two of its stars,\u00a0Jack Falahee\u00a0and\u00a0Matt McGorry, are now teaming up for a rewatch podcast with the fine folks at\u00a0Podcast Nation.\nFans will get to relive the show\u2019s 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.\nGet The Deal\n\n \nIn Case You Missed It\n \nAudio Multitasking Creates Additional Hours For Engagement\nKatz Media Group\u2019s analysis of\u00a0Activate’s 2026 Consumer Technology & Media Outlook\u00a0reveals 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.\nRead More\n \nAudio Hosts Out-Earn Their Social Media Counterparts\nAudacy’s new\u00a0insights report\u00a0positions 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\u2019s still some truth here. Radio and podcast hosts were the original creators, and they\u2019ve long proven their ability to drive both brand impact and return on ad spend.\nRead More\n \n\u00a0Customers Spend More If The Jingle Bells Are Rocking\nResearch from\u00a0iHeartMedia\u00a0and 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\u2019re 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.\nRead More\n\n \nSave The Live Reads\n\nDon\u2019t Be Scared To Be Home Alone This Holiday Season With SimpliSafe\nNic and the Captain,\u00a0hosts of the hit podcast\u00a0True Crime Garage, have\u00a0this week\u2019s exemplary host-read for\u00a0SimpliSafe\u00a0wrapped up tighter than a Thanksgiving turkey. This ad kicks things off with a flooding horror story that makes you instantly feel the \u201cwhy didn\u2019t I install security sooner?\u201d panic\u2014and bam, you\u2019re hooked. Nic and Cap easily rave\u00a0about how SimpliSafe became their go-to for peace of mind when it came to their\u00a0homes and their mother-in-law\u2019s 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\u2019s super slick interface. Just when you think it can\u2019t 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\u00a0homes\u00a0locked up tight\u2014because nothing says \u201cpeace of mind\u201d like knowing SimpliSafe is standing guard while you’re busy passing the gravy or in a turkey coma.\nListen Here\nContact us for a Consultation\n\n \nOXFORd In The News\n \nBloomberg\u2019s Talking Right Wing Influencers and ORBIT\u2019s Comedy Insights Take Off\nOxford 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,\u00a0The 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.\nIn other news, ORBIT keeps building momentum. Our latest ranking of the\u00a0top 15 performing comedy podcasts\u00a0is 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?”\u2014it’s “who’s actually moving the needle?”.\nRead More\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3302,"title":"Protecting Human Connection: Audio\u2019s ROI, AI Slop, & Netflix Moves","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/4.webp","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/protecting-human-connection-audios-roi-ai-slop-netflix-moves\/","date":"November 26, 2025","description":"How will the industry shift with 200k AI episodes? Or with Netflix\u2019s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition,\u00a0sponsored by our friends at ALLCITY Network.\nDan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles:\n\u2022 James Cridland (Editor, Podnews & Podcast Business Journal)\n\u2022 Spencer Semonson (Media Supervisor, Oxford Road)\n\u2022 Todd Elbrink (Director of Strategy & Performance, Oxford Road)\n\u2022 Tucker Peleuses (VP of Strategy & Insights, Oxford Road)\nThe team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let\u2019s dig in.\n\n\u201cHow do we make sure that we don’t get run over, for those of us that really care about the human connection piece?\u201d\n\n\u2013 Dan Granger (CEO & Founder, Oxford Road)\n \nNetflix\u2019s $8M Question \u2013 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\u2019t 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\u2019s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences.\nAttention Increases ROI \u2013 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\u2019s 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\u2019s going to be harder, but it\u2019s worth it. And in the meantime, keep asking for better measurement tools to anyone who\u2019ll listen.\nProtecting Human Connection \u2013 Ashley Carman\u2019s 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\u2019s 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\u2013for 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\u2019ll continue to invest in you.\n \nWant more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":3626,"title":"Ad Infinitum S3E13 - This is my real voice","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-12-01-211059.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e13-this-is-my-real-voice\/","date":"November 19, 2025","description":"How can audio ads break through in a world of AI ads and boring reads? By being relentlessly real.\nThe world\u2019s only podcast solely dedicated to audio ads strikes back against AI! Presenting\u00a0Ad Infinitum\u00a0Season 3, Episode 14: “This is My Real Voice.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes\u00a0Brandon Beville\u00a0(Producer,\u00a0Morning Wire). They get to the root of authenticity, tapping into Brandon\u2019s special insight as both producer and ad-reader (according to one commenter, his voice sounds like \u201c\u200aa frat guy from Boston\u201d). Together, they put up Brandon\u2019s spot against top-spending podcast ads from Google, ParkWhiz, LG, and Wells Fargo using our Audiolytics\u2122 framework. Which spot will come out on top? Guess you\u2019ll have to dial in to find out.\nStew and Brandon talk The Real You, The 3-4 Rule, Active Listening, and more. Let\u2019s dig in\u2026\n\u201cMake it as much\u00a0you\u00a0as you can.\u201d –\u00a0Brandon Beville\u00a0(Producer,\u00a0Morning Wire)\nBring Your Full Self\u00a0\u2014 Whether you\u2019re 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\u2019t 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.\nThe 3-4 Rule\u00a0\u2014 Ads that break through don\u2019t sound like ads. To get those kinds of performances, Brandon aims for 3-4 takes. That\u2019s 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\u2019re stumbling on a line that sounds like jargon, change it and write it more like how you\u2019d tell a friend instead of how you\u2019d pitch to a boardroom.\nListening Ears On\u00a0\u2014 Brandon took his inspiration for his Ollie ad when he heard his dog growling at dinner time. When we\u2019re open to it, the world is rich with sound\u2026 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.\nWant more insights on making the realest audio ads you can? Tune in to the full episode here:","landing_redirection":""},{"id":3631,"title":"This Week\u2019s Influencer: Human or AI: Which Connects More With Audiences?; Independent Podcasts Struggle to Compete, Aussies Get ID\u2019ed, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-01-211125-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e13-this-is-my-real-voice-2\/","date":"November 19, 2025","description":"How can audio ads break through in a world of AI ads and boring reads? By being relentlessly real.\nThe world\u2019s only podcast solely dedicated to audio ads strikes back against AI! Presenting\u00a0Ad Infinitum\u00a0Season 3, Episode 14: “This is My Real Voice.”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes\u00a0Brandon Beville\u00a0(Producer,\u00a0Morning Wire). They get to the root of authenticity, tapping into Brandon\u2019s special insight as both producer and ad-reader (according to one commenter, his voice sounds like \u201c\u200aa frat guy from Boston\u201d). Together, they put up Brandon\u2019s spot against top-spending podcast ads from Google, ParkWhiz, LG, and Wells Fargo using our Audiolytics\u2122 framework. Which spot will come out on top? Guess you\u2019ll have to dial in to find out.\nStew and Brandon talk The Real You, The 3-4 Rule, Active Listening, and more. Let\u2019s dig in\u2026\n\u201cMake it as much\u00a0you\u00a0as you can.\u201d –\u00a0Brandon Beville\u00a0(Producer,\u00a0Morning Wire)\nBring Your Full Self\u00a0\u2014 Whether you\u2019re 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\u2019t 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.\nThe 3-4 Rule\u00a0\u2014 Ads that break through don\u2019t sound like ads. To get those kinds of performances, Brandon aims for 3-4 takes. That\u2019s 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\u2019re stumbling on a line that sounds like jargon, change it and write it more like how you\u2019d tell a friend instead of how you\u2019d pitch to a boardroom.\nListening Ears On\u00a0\u2014 Brandon took his inspiration for his Ollie ad when he heard his dog growling at dinner time. When we\u2019re open to it, the world is rich with sound\u2026 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.\nWant more insights on making the realest audio ads you can? Tune in to the full episode here:\n\n\n\n\nYour Monthly ORBIT Report – Nov 2025\n\nLast month, we introduced\u00a0Influencer\u00a0readers to\u00a0ORBIT\u00a0(The Oxford Road Benchmark Intelligence Tool).\nThis week, we\u2019re putting the tool to use to examine real advertiser performance, this time in the Comedy genre\u2019s Top 15 Performing podcasts. Big congrats to #3,\u00a0Emergency Intercom, #2\u00a0Soder, and #1\u00a0Monday Morning Podcast.\nWhile the Comedy genre is #1 in advertiser investment in the space, the\u00a0ORBIT\u00a0analysis shows some funny business. Here are a couple of quick insights:\n\n\nLaughter 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\u2013Comedy 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.”\n\n\nThe 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.\n\n\nFor full ORBIT Rankings and Insights, check out the full report\u00a0here.\n\nThe Classifieds\n\nThey\u2019re All Talk, But That\u2019s Exactly What We Want\nNetwork:\u00a0Your Mom\u2019s House Studios\u00a0\/\u00a0Monthly Downloads:\u00a025k\n\u201cClassifieds?\u201d you ask, \u201cAre there any podcasts that still have open dates to test in Q4?\u201d 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.\u00a0Sydney Heller\u00a0and\u00a0Olivia DeLaurentis\u00a0(@sydandolivia) have cultivated a brand of improvisational satire that blends surrealism with women\u2019s lived experiences. Every week, they sit down with like-minded internet comedy icons to riff,\u00a0 ad-lib, and babble about any wacky thing that comes to mind.\nSince 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\u2019re ready to tell your truth, no matter how hot it may be, head right on down to the link below.\nGet The Deal\n\nThis Southern Classic is Great For Breakfast and For Entertainment\nNetwork:\u00a0Cake Media\u00a0\/\u00a0Monthly Downloads:\u00a0300k\nPodcasts can often be distilled down to basic details that can work regardless of who the host is. Few\u2019s success depends entirely on the personality attached.\u00a0Deante\u2019 Kyle\u00a0is the soul, lifeblood, and main creator of the scrumptious\u00a0Grits and Eggs Podcast,\u00a0a part of the equally delicious\u00a0Cake 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.\nGet The Deal\n\nIn Case You Missed It\nThe Indie Podcasting Gap: Creative Drive vs Commercial Returns\nAlitu’s\u00a0survey 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. \u200b\u200bTo us, this is one of the biggest reasons indie podcasts should work with agencies if they\u2019re 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.\nRead More\nAustralia Gets A Unified Audio ID\nAustralia’s\u00a0Commercial Radio & Audio\u00a0launched\u00a0CRA Audio ID, a unified identity solution on\u00a0Google’s DV360\u00a0that 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.\nRead More\nCumulus: Podcasts Still Lean Audio-First, Despite Video\u2019s Rise\nThe\u00a0Fall 2025 Podcast Download Report\u00a0from\u00a0Cumulus Media\u00a0and\u00a0Signal Hill Insights\u00a0finds 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\u00a0YouTube 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\u2019d switch platforms if content moved elsewhere.\nSmart 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\u00a0David Ogilvy\u00a0quote: \u201cPeople don\u2019t think what they feel, they don\u2019t say what they think, and they don\u2019t do what they say.\u201d If YouTube leads podcast consumption, viewership is likely higher than respondents admit. And while 70% claim they\u2019d switch platforms, betting against YouTube seems risky to us.\nRead More\n\n#SaveTheLiveReads\n\nBeauty Queen Crowns Shopify As the Belle of the Merchandise Ball\nBeauty guru, Shopify merch, and host of the hit podcast\u00a0Noche de Pendejadas with Alannized,\u00a0Alan, better known as\u00a0Alannized, 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\u2014sharing their own journey of launching merch but being unsure about building a website. Alan highlights Shopify\u2019s 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\u2019t feel like a sales pitch\u2014it feels like solid advice from a trusted friend who\u2019s been there and figured it out. If you\u2019re curious about what a winning sales pitch sounds like, listen via the link below.\nListen Here\nContact us for a Consultation\u00a0\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":3929,"title":"November 2025: ORBIT Rankings and Insights on the Top 15 Performing Comedy Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Insights-Page-Preview-Images-412-x-250-px-3.png","image_alt":"","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/november-2025-orbit-the-top-15-performing-comedy-podcasts\/","date":"November 19, 2025","description":"","landing_redirection":""},{"id":3621,"title":"This Week\u2019s Influencer: YouTube Vs Netflix-Competition Heats Up, Podcast\u2019s Influence Over Elections Continues, iHeart Delves Into TikTok, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-12-01-204454.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/bye-youtube-why-spotifys-moving-hit-shows-to-netflix-2\/","date":"November 12, 2025","description":"Did you have Netflix becoming a major audio platform on your 2026 bingo card? Don\u2019t worry if you\u2019re surprised, we\u2019re here to help you make sense of the big moves by the industry\u2019s (new) big players.\nThis week on The Media Roundtable: Industry Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts audio experts:\n\nJames Ingrassia\u00a0(EVP, Strategy & Insights,\u00a0Oxford Road)\nShannon Quintana\u00a0(VP, Account Management,\u00a0Oxford Road)\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road)\n\nThe team is talking: Netflix x Spotify, Thinking Locally, Podcast\u2019s Growth, and more. Let\u2019s dig in.\n\n\u201cWe’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.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nNetflix and Spotify Press Play\u00a0\u2013\u00a0Spotify inked a deal with Netflix\u00a0to move some podcasts (mostly from\u00a0The Ringer\u00a0network) off YouTube and onto Netflix starting in 2026.\n\nPros: Netflix would love to steal some of YouTube\u2019s share of couch (July 2025 Nielsen TV viewing\u00a0had YouTube: 13.4%, Netflix: 8.8%), and Spotify gets its content recommended to a new audience.\nCons: Gated content shrinks the audience, big questions remain on how live reads will be executed, and more measurement complications.\n\nFor performance CAOs, wait-and-see. For those in the winner-take-all categories, Netflix Podcast ads might be worth exploring?\nLocal\u2019s Moment is Coming\u00a0\u2013\u00a0Audio is the fastest-growing tool\u00a0in local content marketing. 15% of local businesses use audio for marketing, up from 6% in 2022 (per a\u00a0Borrell study). If small businesses and retailers are seeing success in local audio,\u00a0there 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\u2019s playbook.\nPodcasts: Still Growing Strong\u00a0\u2013 Podcasting remains one of the fastest-growing digital channels per a new\u00a0IAB 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\u2019s 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,\u00a0we have some thoughts from our CAOs\u00a0(*cough* better measurement *cough*).\nWant more insights from the industry\u2019s movers and shakers without getting shook? Tune in to the full episode by clicking the link below.\n\n\n\n\nThe Classifieds\n\nIf You Can\u2019t Take the Heat, Get Out of the Podcast Studio\nNetwork:\u00a0Blue Wire Podcasts\u00a0\/\u00a0Monthly Downloads:\u00a030k\nNot to scare our readers who are booking for Q4, but just a reminder: Thanksgiving is in two weeks! If you\u2019re 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\u00a0Blue Wire Podcasts\u00a0luckily has open availability on one of their highest-performing opportunities.\u00a0Stay Hot: A Sports Podcast\u00a0is unique for its coverage of multiple franchises (NFL, NBA, and occasionally MLB and NHL). The show is hosted by TikTok stars\u00a0Matt Sponhour,\u00a0Blaiden Kirk, and\u00a0Theo 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.\nGet The Deal\n\n\u00a0Be Shepherds of the Flock\nNetwork:\u00a0Pray.com\u00a0\/\u00a0Monthly Downloads:\u00a0700k\nFaith is often personal and intimate, so finding a community is something many struggle with.\u00a0Pray.com\u00a0offers a slate of podcasts that connect Christian Americans to a virtual congregation, helping deepen their beliefs.\u00a0Pastor Jack Graham\u00a0has 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\u2019s 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\u2019s better to give than receive, so we give you the link below to bless you with more information.\nGet The Deal\n\nIn Case You Missed It\nThe Podcast Election 2.0 \u2013 Midterms Confirm Podcasting\u2019s Importance At The Polls\nEdison Research\u00a0analysis 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:\u00a0The Untold Story of the Podcast Election.\nRead More\nMeta Profiting from Ad Fraud?\nReuters\u00a0reveals\u00a0Meta\u00a0internally 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?\nRead More\niHeart Looking to TikTok to Reach New Audiences\nTikTok\u00a0and\u00a0iHeartMedia\u00a0are 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\u2014a national station designed to mimic the app\u2019s experience in audio form\u2014and live event integrations, signaling TikTok\u2019s push into long-form audio and iHeart\u2019s continued expansion across digital platforms. Credit where it\u2019s due: iHeartMedia is on a roll. In just weeks, it\u2019s inked deals with\u00a0Netflix,\u00a0Amazon\u2019s DSP, and now TikTok. The real test will be whether these partnerships deliver tangible value for advertisers.\nRead More\n\n#SaveTheLiveReads\n\nRyan George Jams Out With Raycon This Holiday Season\nRyan George\u00a0is jamming out to all his favorite holiday tunes this week thanks to\u00a0Raycon! As the Holiday and Black Friday season is upon us, Ryan\u2019s signature absurdist humor turns what could be a generic sales pitch into a hilarious journey through \u201cad space\u201d as an astronaut, promoting the new bone conduction headphones. His quirky lines, like \u201cmy bones are quite busy at the moment,\u201d don\u2019t just entertain; they cleverly highlight the product\u2019s core features in a memorable way. Ryan is the ideal spokesperson here because he seamlessly blends his comedic brand with the product\u2019s 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\u2014because Ryan doesn\u2019t just sell the product, he owns it!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3616,"title":"Bye, YouTube: Why Spotify\u2019s Moving Hit Shows to Netflix","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-12-01-204531.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/bye-youtube-why-spotifys-moving-hit-shows-to-netflix\/","date":"November 12, 2025","description":"Did you have Netflix becoming a major audio platform on your 2026 bingo card? Don\u2019t worry if you\u2019re surprised, we\u2019re here to help you make sense of the big moves by the industry\u2019s (new) big players.\nThis week on The Media Roundtable: Industry Edition,\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) hosts audio experts:\n\nJames Ingrassia\u00a0(EVP, Strategy & Insights,\u00a0Oxford Road)\nShannon Quintana\u00a0(VP, Account Management,\u00a0Oxford Road)\nStew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road)\n\nThe team is talking: Netflix x Spotify, Thinking Locally, Podcast\u2019s Growth, and more. Let\u2019s dig in.\n\n\u201cWe’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.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nNetflix and Spotify Press Play\u00a0\u2013\u00a0Spotify inked a deal with Netflix\u00a0to move some podcasts (mostly from\u00a0The Ringer\u00a0network) off YouTube and onto Netflix starting in 2026.\n\nPros: Netflix would love to steal some of YouTube\u2019s share of couch (July 2025 Nielsen TV viewing\u00a0had YouTube: 13.4%, Netflix: 8.8%), and Spotify gets its content recommended to a new audience.\nCons: Gated content shrinks the audience, big questions remain on how live reads will be executed, and more measurement complications.\n\nFor performance CAOs, wait-and-see. For those in the winner-take-all categories, Netflix Podcast ads might be worth exploring?\nLocal\u2019s Moment is Coming\u00a0\u2013\u00a0Audio is the fastest-growing tool\u00a0in local content marketing. 15% of local businesses use audio for marketing, up from 6% in 2022 (per a\u00a0Borrell study). If small businesses and retailers are seeing success in local audio,\u00a0there 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\u2019s playbook.\nPodcasts: Still Growing Strong\u00a0\u2013 Podcasting remains one of the fastest-growing digital channels per a new\u00a0IAB 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\u2019s 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,\u00a0we have some thoughts from our CAOs\u00a0(*cough* better measurement *cough*).\nWant more insights from the industry\u2019s movers and shakers without getting shook? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":3609,"title":"This Week\u2019s Influencer: Can AI Accurately Grade Your Ads?; Podcast = New Word of Mouth; Why Authenticity Beats Algorithms; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-01-182227.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e12-infinite-prompts-2\/","date":"November 5, 2025","description":"What happens when you invite AI into the Ad Infinitum hot seat?\nThe world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 12: “Infinite Prompts.\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes Juniper GPT for a Human\/AI collab session. Together, they break down\u00a0Magellan AI\u2019s July 2025 Movers & Shakers report, grading fresh podcast ads from\u00a0My Mochi,\u00a0Activision‘s Tony Hawk\u2019s Pro Skater 3+4,\u00a0Ray-Ban\u00a0Meta Glasses, and\u00a0JCPenney using the Audiolytics\u2122 framework. Will Juniper\u2019s AI algorithms concur with human judgment?\nStew and Juniper talk Tools of the Trade, Having Fun, Painting Audio Pictures, and more. Let\u2019s dig in.\n\n\u201cFor 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\n\nIt\u2019s A Tool, Not a Solution\u00a0– AI tools like Juniper are game-changers because they\u2019re readily available to everyone. But if they\u2019re available to everyone, anything they generate can\u2019t 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\u00a0heavily reliant on AI\u00a0can harm your thinking, if you\u2019re thoughtful and active in your GenAI use,\u00a0you could boost your creativity.\nHave Fun Making the Ads Work\u00a0– Boring prompts create boring ads. But Stew\u2019s actively playing around with Juniper\u2013seeing what\u2019s possible, and checking it against his internal creative compass. That\u2019s how we get Western and Shakespearean Tony Hawk ads. That doesn\u2019t mean those are fit to go to air, but if you\u2019re feeling stuck for your next campaign, testing out a wildcard idea could trigger something completely original of your own.\nPaint Audio Pictures\u00a0– 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\u2019re crafting your audio ads think: can you tell a bigger story?\n\n\n\n\nThe Classifieds\n\nA Deathly Good Time at the Cinema\nNetwork:\u00a0Daylight Media\u00a0\/\u00a0Monthly Downloads:\u00a050k\nAs 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\u00a0Daylight Media\u00a0and hosted by a household name:\u00a0Brett Goldstein. Goldstein is a British comedian who gained fame for his portrayal of Roy Kent in the comedy series\u00a0Ted Lasso. Goldstein has also worked as a touring stand-up and is the co-creator of\u00a0Shrinking, 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\u00a0Joey King\u2019s\u00a0offbeat turn in\u00a0Bullet Train, or nostalgic memories like director\u00a0Chris Columbus\u2019\u00a0on\u00a0Home Alone.\u00a0\u00a0If you\u2019re even morbidly curious about this offer, pay your respects at the link below.\nGet The Deal\nGen Z Drama Time With Two TikTok OGs\nNetwork:\u00a0Your Mom\u2019s House Studios\u00a0\/\u00a0Monthly Downloads:\u00a075k\nKayla Malecc\u00a0and\u00a0Jacob Sartorius: These are names that most of those with a 19 in their birth year have never come across, but for Gen Z, they\u2019re very familiar. Between the two of them, these TikTok superstars have a combined 41 million followers, and though they\u2019re still quite young, they\u2019re still finding ways to grow. In this video-heavy simulcast opportunity, the twosome talks about anything and everything their hearts desire. Whether they\u2019re 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\u2019re 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.\nGet The Deal\n\nIn Case You Missed It\nWhy Podcasts Are the New Word of Mouth\nAcast\u2019s\u00a02025 Podcast Pulse\u00a0combines insights from 2,600 consumers across 10 global markets, 137 podcasters, and 200 marketers. Two in three listeners say they\u2019ve 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\u2019s 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.\nRead More\nSubscribers Surge, Ads Soften: Spotify\u2019s Paradox of Growth\nThe Wrap reports that Spotify\u2019s 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 \u201csoftness in pricing and optimization\u201d. 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…\nRead More\nIn a Sea of Sameness, Authentic Beats Algorithm\nAmplifi Media argues the AI-accelerated glut will punish the \u201cmedium\u201d 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\u2019s talking, the voices that rise above will be the ones using innovation to sound more human, not less.\nRead More\n\n#SaveTheLiveReads\n\nFinding Your Holiday Style with Quince\nThis week, we\u2019re sharing how\u00a0April Calahan and Cassidy Zachary, hosts of the\u00a0Dressed: The History of Fashion, deliver a holiday ad read that hits all the right notes. Partnering with\u00a0Quince, 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\u2019s a masterclass in authentic integration; the kind that only works when the brand, agency, and hosts are perfectly in sync.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3607,"title":"Ad Infinitum S3E12 - Infinite Prompts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-12-01-182201.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e12-infinite-prompts\/","date":"November 5, 2025","description":"What happens when you invite AI into the Ad Infinitum hot seat?\nThe world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 12: “Infinite Prompts.\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes Juniper GPT for a Human\/AI collab session. Together, they break down\u00a0Magellan AI\u2019s July 2025 Movers & Shakers report, grading fresh podcast ads from\u00a0My Mochi,\u00a0Activision‘s Tony Hawk\u2019s Pro Skater 3+4,\u00a0Ray-Ban\u00a0Meta Glasses, and\u00a0JCPenney using the Audiolytics\u2122 framework. Will Juniper\u2019s AI algorithms concur with human judgment?\nStew and Juniper talk Tools of the Trade, Having Fun, Painting Audio Pictures, and more. Let\u2019s dig in.\n\n\u201cFor 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\n\nIt\u2019s A Tool, Not a Solution\u00a0– AI tools like Juniper are game-changers because they\u2019re readily available to everyone. But if they\u2019re available to everyone, anything they generate can\u2019t 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\u00a0heavily reliant on AI\u00a0can harm your thinking, if you\u2019re thoughtful and active in your GenAI use,\u00a0you could boost your creativity.\nHave Fun Making the Ads Work\u00a0– Boring prompts create boring ads. But Stew\u2019s actively playing around with Juniper\u2013seeing what\u2019s possible, and checking it against his internal creative compass. That\u2019s how we get Western and Shakespearean Tony Hawk ads. That doesn\u2019t mean those are fit to go to air, but if you\u2019re feeling stuck for your next campaign, testing out a wildcard idea could trigger something completely original of your own.\nPaint Audio Pictures\u00a0– 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\u2019re crafting your audio ads think: can you tell a bigger story?","landing_redirection":""},{"id":3600,"title":"This Week\u2019s Influencer: OxfoRd\u2019s \u201cWhat Brands Want\u201d Deep Dive - Why Advertisers Aren\u2019t Maximizing Their Buys; The Death of Late Night? and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-12-01-181059.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-brands-arent-spending-that-extra-1b-on-podcasts-yet-2\/","date":"October 29, 2025","description":"Why Brands Aren’t Spending That Extra $1B on Podcasts (Yet)\nAdvertisers want to spend an extra $1B in podcasting, but they\u2019re holding back until we address the industry\u2019s most significant issues.\nThis week on The Media Roundtable, we\u2019ve assembled a powerhouse of CAOs to talk about the findings of our\u00a02025 “What Brands Want” report.\nAt this summer\u2019s CAO Summit, we learned that podcasting could be one billion dollars bigger\u2026 if brands had what they need today. After polling brand leaders on their hurdles and needs, the results are in.\nDan Granger (CEO & Founder, Oxford Road) breaks down the findings with:\n\nJustin Fitzpatrick\u00a0(Head of Performance Marketing,\u00a0Found)\nJulianna Crozier\u00a0(Associate Director, Influencer Partnerships & Growth Marketing,\u00a0Thrive Market)\nWill Flaherty\u00a0(SVP, Growth,\u00a0Ro)\nGiles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road)\n\nThe team is talking: Closing the Measurement Gap, Beating the Clutter, Minding the Macro, and more. Let\u2019s dig in:\n\n\u201cAny 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.\u201d –\u00a0Justin Fitzpatrick\u00a0(Head of Performance Marketing,\u00a0Found)\n\nClose the Measurement Gap\u00a0– The industry\u2019s most significant hurdle to unlocking the next billion? The lack of standardized measurement, especially between RSS and YouTube impressions. We\u2019re pushing for the big players to give CAOs standardized tracking, but until then, we recommend a\u00a0two-step HDYHAU\u00a0to capture performance by channel AND show. Bonus: listeners actually want to give credit to their favorite hosts; we just need to make sure there\u2019s a way for them to do so.\nBeat the Clutter\u00a0– Podcasts thrive on breakthrough authenticity. Rising ad loads and undisclosed AI voice clones threaten podcasting\u2019s 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\u00a0Oxford Clock.\nMind the Macro\u00a0– 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.\nWant more know-how on the industry\u2019s hurdles and solutions? Grab the full “What Brands Want” report\u00a0here. And for in-depth insights, check out the full episode below:\n\n\n\n\nThe Classifieds\n\nOG YouTubers Make Long Overdue Debut\nNetwork:\u00a0Studio 71\u00a0\/\u00a0Monthly Downloads:\u00a0500k\nThe first wave of YouTubers is all but extinct, thanks to burnout, controversies, algorithm changes, or all three.\u00a0Dan and Phil\u00a0(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\u00a0Studio 71.\nNew 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\u2019re ready to \u201chard launch\u201d into a test, you can start via the link below.\nGet The Deal\n\nA Well Behaved Woman Who Has Made History\nNetwork:\u00a0\u00a0ZATV Podcast Network\u00a0\/\u00a0Monthly Downloads:\u00a010k\nWhen you\u2019re building self-respect, the idea of adhering to etiquette doesn\u2019t often cross one\u2019s mind. Traditionally, \u201cminding your manners\u201d has been given a negative connotation, often within an assimilationist framework.\u00a0Sara Jane Ho\u00a0has spent her career outlining the inherent positives of living a more purposeful life, both as a Chinese finishing school founder and\u00a0TV 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\u2019s a heavy occurrence of alternative and Eastern Health remedies as well as discussions around issues inherent to women\u2019s healthcare. Advertisers in the health and wellness space\u00a0are 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.\nGet The Deal\n\nIn Case You Missed It\nPodcasting\u2019s Increasing Share of Ad-Supported Audio\nPodcast News Daily\u00a0reports that\u00a0Nielsen\u2019s Q3 data\u00a0shows 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\u2019s 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.\nRead More\n(True) Crime Pays – MrBallen Inks Deal with SXM\nSiriusXM\u00a0has signed a multi-year deal with John Allen, better known as\u00a0MrBallen, to distribute and monetize his lineup of podcasts. The agreement brings MrBallen\u2019s flagship true-crime show,\u00a0The MrBallen Podcast: Strange, Dark & Mysterious Stories, and other originals under the SiriusXM umbrella. The move strengthens SiriusXM\u2019s 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\u2019ve been aggressive in locking down top talent.\nRead More\nSo Long Late Night Talk Shows?\nSiriusXM\u00a0reports that podcasts are increasingly filling the cultural role once held by late-night talk shows\u2014offering 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\u2019d 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\u2019t be surprised if Colbert, Fallon, or Kimmel follow Conan\u2019s path to audio. Podcasts serve a similar cultural function but with greater intimacy and flexibility – sans the laugh tracks and musical guests \ud83d\ude42\nRead More\n\n#SaveTheLiveReads\n\nAllie Ostander Gives a Satiatingly Good Read For HungryRoot\nThis week\u2019s #STLR is meal-prep magic meets post-run reality, from pro athlete and host of her very own YouTube Channel,\u00a0Allie Ostander, and we are so here for it. Fresh off a trip to Chicago and running on empty (literally), \u00a0NCAA long-distance runner and mental health advocate turns a grocery-store panic into a total flex with her\u00a0Hungryroot\u00a0box. 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 \u201cpre-prepped protein\u201d while juggling travel, training, and healthy eating? Chef\u2019s 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.\u00a0 It\u2019s fun, it\u2019s relatable, it\u2019s \u201cplease sign me up immediately\u201d energy\u2014and with 40% off plus a free item for life? Yeah, we\u2019re sold before the salad hits the plate!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWhy Podcast Advertisers Are Holding Back Close to $1 Billion\nThe conversation around podcast advertising just got louder. Oxford Road\u2019s \u201cWhat Brands Want 2025\u201d report is making waves again, this time in\u00a0The Hollywood Reporter, which spotlights one of the study\u2019s most significant findings: advertisers are holding back nearly $1 billion in potential podcast spend because measurement still hasn\u2019t caught up to the medium\u2019s 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 \u201cpodcast\u201d really is. Until then, the money\u2019s waiting for the metrics to align.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3598,"title":"Why Brands Aren't Spending That Extra $1B on Podcasts (Yet)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-12-01-181032.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-brands-arent-spending-that-extra-1b-on-podcasts-yet\/","date":"October 29, 2025","description":"Why Brands Aren’t Spending That Extra $1B on Podcasts (Yet)\nAdvertisers want to spend an extra $1B in podcasting, but they\u2019re holding back until we address the industry\u2019s most significant issues.\nThis week on The Media Roundtable, we\u2019ve assembled a powerhouse of CAOs to talk about the findings of our\u00a02025 “What Brands Want” report.\nAt this summer\u2019s CAO Summit, we learned that podcasting could be one billion dollars bigger\u2026 if brands had what they need today. After polling brand leaders on their hurdles and needs, the results are in.\nDan Granger (CEO & Founder, Oxford Road) breaks down the findings with:\n\nJustin Fitzpatrick\u00a0(Head of Performance Marketing,\u00a0Found)\nJulianna Crozier\u00a0(Associate Director, Influencer Partnerships & Growth Marketing,\u00a0Thrive Market)\nWill Flaherty\u00a0(SVP, Growth,\u00a0Ro)\nGiles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road)\n\nThe team is talking: Closing the Measurement Gap, Beating the Clutter, Minding the Macro, and more. Let\u2019s dig in:\n\n\u201cAny 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.\u201d –\u00a0Justin Fitzpatrick\u00a0(Head of Performance Marketing,\u00a0Found)\n\nClose the Measurement Gap\u00a0– The industry\u2019s most significant hurdle to unlocking the next billion? The lack of standardized measurement, especially between RSS and YouTube impressions. We\u2019re pushing for the big players to give CAOs standardized tracking, but until then, we recommend a\u00a0two-step HDYHAU\u00a0to capture performance by channel AND show. Bonus: listeners actually want to give credit to their favorite hosts; we just need to make sure there\u2019s a way for them to do so.\nBeat the Clutter\u00a0– Podcasts thrive on breakthrough authenticity. Rising ad loads and undisclosed AI voice clones threaten podcasting\u2019s 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\u00a0Oxford Clock.\nMind the Macro\u00a0– 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.\nWant more know-how on the industry\u2019s hurdles and solutions? Grab the full “What Brands Want” report\u00a0here. And for in-depth insights, check out the full episode below:","landing_redirection":""},{"id":3217,"title":"What Brands Want 2025","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Insights-Page-Preview-Images-412-x-250-px-1.png","image_alt":"","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-brands-want-2025\/","date":"October 23, 2025","description":"","landing_redirection":""},{"id":3592,"title":"This Week\u2019s Influencer: ORBIT: OXFORd\u2019s New Podcast Ranking Based on What Actually Works; Influencer Marketing Proves Long-Term Growth; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-12-01-180758.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-analyzed-1-6-billion-in-podcast-ads-heres-what-actually-drives-roi-2\/","date":"October 22, 2025","description":"CAOs: We analyzed $1.6 billion in podcast ads. Here’s what actually drives ROI.\nDuring this week\u2019s\u00a0Media Roundtable, the team at Oxford Road unveiled ORBIT, the\u00a0Oxford\u00a0Road\u00a0Benchmark\u00a0Intelligence\u00a0Tool, built on $1.6 billion in actual campaign performance data: not estimates, not surveys; just real results from advertisers spending real money.\nThis 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.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) sits down with the data wizards who made it real:\n\nBrian Kim\u00a0(Director of Analytics,\u00a0Oxford Road)\nMike Dunsmore\u00a0(Director of Analytics, Reporting and Insights,\u00a0Oxford Road)\nTucker Peleuses\u00a0(VP of Strategy,\u00a0Oxford Road)\n\nThe 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.\n\n“This is what happened when real companies spent real money. If you want to know which podcasts work, start here.” –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nThe Performance Index That Shouldn’t Exist (But Does)\u00a0– 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?\u00a0Critical Role\u00a0(#1),\u00a0The David Pakman Show\u00a0(#2),\u00a0 and\u00a0The Megyn Kelly Show\u00a0(#3). Notice what’s missing? The shows everyone thinks perform best.\nBig Reach \u2260 Big Results\u00a0–\u00a0Joe Rogan\u00a0didn’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.\nStop Buying Your Own Industry’s Shows!\u00a0– 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!)\nReady 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\u2019re ready to launch your campaigns into the thermosphere.\n\n\n\n\nThe Classifieds\n\nA Library Filled With the Literary Titles That Shape and Educate\nNetwork:\u00a0The Free Press\u00a0\/\u00a0Monthly Downloads:\u00a030k\nBook clubs are great, but they don\u2019t always choose what you\u2019re most interested in. For men who are looking to find literature that fits them and their interests,\u00a0The Free Press\u00a0has a brand new podcast for you. Host\u00a0Shilo Brooks\u00a0is 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\u2019s parsing the old text of Hemingway’s \u201cThe Old Man and the Sea\u201d 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.\nGet The Deal\n\nPhil DeFranco\u00a0Embarks on a New Journey, and He\u2019s Bringing Friends\nNetwork:\u00a0Trival Media\u00a0\/\u00a0Monthly Downloads:\u00a0140k\nYou\u2019re used to seeing him alone, speaking directly to the camera, but in his newest podcast from\u00a0Trival Media,\u00a0Philip DeFranco\u00a0is 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\u2019s YouTube videos, the content focuses on education related to history, economics, and political science. Guests have included prominent podcasters such as\u00a0Tim Miller\u00a0of\u00a0The Bulwark,\u00a0Ben Rhodes\u00a0from\u00a0Pod Save the World, and\u00a0Too Many Tabs\u2019\u00a0Alex 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.\nGet The Deal\n\nIn Case You Missed It\nYour Secret Weapon for Performance and Brand\nNew data from the\u00a0IPA\u2019s\u00a0first cross-industry\u00a0Influencer Marketing Database\u00a0shows 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.\nRead More\nThe Goods on Podcasting in Germany\nSo far in 2025, Germany\u2019s podcast ad market has topped \u20ac100M 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\u2019s podcast sector is maturing with clear standards, strong trust, and steady growth. It\u2019s a useful model for marketers looking at podcasting on a global scale.\nRead More\nPodcasting\u2019s Plateau? Not So Fast\neMarketer\u00a0projects 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\u20136% 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\u2019s under-leveraged potential relative to engagement. Last year, talk centered on podcasting\u2019s growth plateauing. These new projections suggest otherwise. Podcasting still has room to run, with ad dollars continuing to follow listener engagement.\nRead More\n\n#SaveTheLiveReads\n\n\u00a0Focusing on Solving Your Hiring Needs with Indeed\nThis week\u2019s standout read comes to us from the\u00a0Focused\u00a0podcast, where host\u00a0David Sparks\u00a0transforms what could have been just another sponsorship for the hiring platform\u00a0Indeed\u00a0into 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, \u201cIn the minute I\u2019ve been talking to you, 23 hires were made on Indeed,\u201d the impact lands. It\u2019s human, it\u2019s factual, and it proves that the best podcast ads don\u2019t sound like ads at all; they sound like an experience. When message and messenger align naturally, the results speak for themselves.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n$1.6 Billion in Data Says: Passion Beats Popularity\nIf you\u2019ve made it this far, you probably know about Oxford Road\u2019s new ORBIT podcast performance ranking. Now, the rest of the industry does too. Outlets including\u00a0Sounds Profitable\u00a0and\u00a0Podnews\u00a0to\u00a0Inside Radio,\u00a0Podcasting Today, and\u00a0Ads of Brands\u00a0are 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\u2019t 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\u2019s 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\u00a0HERE, and keep reading\u00a0The Influencer\u00a0for monthly updates.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3589,"title":"We analyzed $1.6 billion in podcast ads. Here's what actually drives ROI.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-12-01-180738.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-analyzed-1-6-billion-in-podcast-ads-heres-what-actually-drives-roi\/","date":"October 22, 2025","description":"CAOs: We analyzed $1.6 billion in podcast ads. Here’s what actually drives ROI.\nDuring this week\u2019s\u00a0Media Roundtable, the team at Oxford Road unveiled ORBIT, the\u00a0Oxford\u00a0Road\u00a0Benchmark\u00a0Intelligence\u00a0Tool, built on $1.6 billion in actual campaign performance data: not estimates, not surveys; just real results from advertisers spending real money.\nThis 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.\n\u2022\u00a0\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) sits down with the data wizards who made it real:\n\u2022\u00a0\u00a0Brian Kim\u00a0(Director of Analytics,\u00a0Oxford Road)\n\u2022\u00a0\u00a0Mike Dunsmore\u00a0(Director of Analytics, Reporting and Insights,\u00a0Oxford Road)\n\u2022\u00a0\u00a0Tucker Peleuses\u00a0(VP of Strategy,\u00a0Oxford Road)\nThe 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.\n\n“This is what happened when real companies spent real money. If you want to know which podcasts work, start here.” –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\n\nThe Performance Index That Shouldn’t Exist (But Does)\u00a0– 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?\u00a0Critical Role\u00a0(#1),\u00a0The David Pakman Show\u00a0(#2),\u00a0 and\u00a0The Megyn Kelly Show\u00a0(#3). Notice what’s missing? The shows everyone thinks perform best.\nBig Reach \u2260 Big Results\u00a0–\u00a0Joe Rogan\u00a0didn’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.\nStop Buying Your Own Industry’s Shows!\u00a0– 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!)\nReady 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\u2019re ready to launch your campaigns into the thermosphere.","landing_redirection":""},{"id":3153,"title":"ORBIT: The Oxford Road Benchmark Intelligence Tool","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"","button_text":"","topics":[],"category":["orbit"],"termslug":"orbit","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/orbit\/","date":"October 17, 2025","description":"Here’s What $1.6 Billion in Performance Data Actually Reveals.\nThe first podcast rankings based on ROI, not downloads. Built on real campaign results from hundreds of advertisers.\nAfter more than a decade of development, Oxford Road is unveiling ORBIT: a first-of-its-kind Benchmark Intelligence Tool built on real campaign outcomes from across the industry.\nORBIT aggregates over $1.6 billion in verified podcast spend, across hundreds of advertisers and 120+ genres, then normalizes it into one question: What actually worked?\nIt doesn\u2019t tell you which podcasts are popular. It tells you which ones drive ROI. Which ones convert. Which ones are worth the check you\u2019re about to write.\nOctober 2025 ORBIT Rankings\nBelow are the Top 15 Performing Podcasts in October 2025, ranked by advertiser results over the previous 12 months.These are the shows that consistently outperformed benchmarks and delivered measurable ROI.\n\n\nWhat ORBIT Reveals\n\u2022 Big reach \u2260 big results: Joe Rogan and most tier-1 mega-shows didn’t crack the Top 15. Only 3 of the top performers (20%) are household-name podcasts. Advertisers systematically overpay for reach while ignoring shows that deliver better returns.\n\u2022 Comedy and politics dominate. 11 of the top 15 performers are comedy or news\/politics shows\u2014the exact categories many advertisers deliberately avoid due to brand safety concerns. Controversial content, when aligned with brand values, drives action.\n\u2022 Stop buying your own industry. We tested it: Tech companies don’t perform better on tech podcasts. Finance brands don’t win on business shows. There’s no statistically significant lift from matching your industry to your genre. Your customers listen to the same shows everyone else does: comedy, true crime, politics. The genre silo is costing you discoveries.\n\u2022 Faith-based shows overperform. Religious podcasts, particularly Christianity-focused content, rank in the top 6 genres for consistent ROI across multiple verticals\u2014a finding impossible to surface without normalized, goal-based data\n\nSee the Top 15 Performing Entertainment Podcasts from June 2026\nSee the Top 15 Performing International Podcasts from May 2026\nSee the Top 15 Performing True Crime Podcasts from April 2026\nSee the Top 15 Performing Independent Podcasts from March 2026\nSee the Top 15 Performing Sports Podcasts and Networks from February 2026\nSee the Top 15 Performing Self-Improvement Podcasts from January 2026\nSee the Top 15 Performing OG Podcasts from December 2025\nSee the Top 15 Performing Comedy Podcasts from November 2025\n\n \nHow ORBIT Works (And Why It’s Different)\nORBIT normalizes performance across different advertiser goals\u2014whether that’s target CAC, desired ROAS, or cost per qualified lead. This allows direct comparison across campaign types, something download-based rankings can’t provide.\nThe difference:\nMany tracking tools tell you who’s advertising and estimate spend, count ad occurrences, or measure downloads and reach\nORBIT shows which podcasts made money and which ones didn’t.\nWe factor in what advertisers paid, what they were trying to achieve, how it was measured, including survey-based attribution data, and whether the investment delivered ROI. That’s the difference between counting impressions and measuring profit.\nOur methodology:\n\nMinimum 3 distinct advertisers per show\nMinimum 3 paid drops per advertiser\nAt least 50% of placements must exceed advertiser goals\n12-month rolling analysis updated monthly\nAttribution-normalized across pixels, codes, URLs, and modeling\n\n \nFor Advertisers\nORBIT eliminates guesswork from podcast planning:\n\nDe-risk initial buys by seeing which shows have proven track records with similar advertisers\nOptimize faster with normalized performance data across attribution models\nFind hidden gems before they become expensive tier-1 shows\nBreak category assumptions with data that shows where your customers actually listen\nScale with confidence, knowing which placements consistently deliver ROI\n\nThe era of buying podcast ads based on download numbers is over. ORBIT shows you which shows drive performance, before you spend a dollar.\n\n\u201cThis is what happened when real companies spent real money. If you want to know which podcasts work, start here.\u201d\u2014 Dan Granger, CEO, Oxford Road\n\n \nSubscribe to The Influencer for monthly ORBIT updates","landing_redirection":""},{"id":3529,"title":"This Week\u2019s Influencer: Celebrating One Year Post-Merger: The W\u2019s, L\u2019s, and Everything Else, Spotify and Netflix Team Up, AI Podcasts? & More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-28-111359.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-celebrating-one-year-post-merger-the-ws-ls-and-everything-else-spotify-and-netflix-team-up-ai-podcasts-more\/","date":"October 15, 2025","description":"To make an industry better, you can\u2019t be afraid to shake things up.\nWe\u2019re 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.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford 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\u2019s part victory lap, part therapy, and part masterclass. Joining are some of\u00a0 our fearless leaders who led the charge during this formative year:\n\nBart Roselli\u00a0(EVP of Media,\u00a0Oxford Road)\nCourtney O\u2019Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\nHilary Shafer\u00a0(SVP of Podcast & Influencer,\u00a0Oxford Road)\nKyle Jelinek\u00a0(VP of Client Services,\u00a0Oxford Road) and\nMiranda Romano\u00a0(SVP of Media,\u00a0Oxford Road\n\nThe team\u2019s talking: Slow and Steady, Spider-Man Wisdom, Staying Humble, and more. Let\u2019s dig in.\n\u201c 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.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\nNot 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\u2019s 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\u2019t get it right the first time. As Hillary puts it: \u201cWhen I think back to initial timelines and goals we set, I have to chuckle\u2026 It’s not that mountains haven’t been moved. They just took longer because there were many more details.\u201d\n\u201cWith Great Power\u201d: Bart took his inspiration from a famous Spider-Man quote: \u201cThis is not just about creating leverage. It’s, \u2018how do we make the industry better?\u2019\u201d If Oxford Road had tried to just grow without a bigger mission of improving the industry, we wouldn\u2019t have smashed our employee (and client) retention goals. For anyone facing significant challenges, it helps to remember your \u2018why\u2019.\nValues > Tactics: How do you move through differences? Focus on that common goal, and welcome the chance to improve with your top competitor. \u201dIt’s been fascinating just to see, \u201cOh, you know what? We didn’t think of that, and you guys did that a hell of a lot better,\u201d 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.\nWant more insights from a year of growth? Check out the full episode below:\n\n\n\n\nThe Classifieds\n\nThe Codex For Understanding Your Brain Finally Revealed\nNetwork:\u00a0The Paragon Collective\u00a0\/\u00a0Monthly Downloads: 30k\nThese 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,\u00a0Do You F*cking Mind?\u00a0In this\u00a0Paragon\u00a0show, Host\u00a0Alexis Fernandez-Preiksa\u00a0uses her Master’s Degree in Neuroscience to explain why we sometimes struggle with the basics, and why changing ingrained habits isn\u2019t as easy as we\u2019d like it to be. Alexis focuses on everything from self-love to maximizing your brain\u2019s 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\u2019t mind.\nGet The Deal\n\nThis Digital News Desk Keeps You Informed Without A Banner\nNetwork:\u00a0Meidas Touch\u00a0\/\u00a0Monthly Downloads: 200k\nThe news landscape has been changing a lot these past few years, with people moving away from\u00a0traditional media\u00a0and turning to digital content to stay informed. Digital journalism has also provided a career pivot for those affected by\u00a0layoffs or restructuring. Take our first classified as an example. After being laid off from\u00a0MSNBC,\u00a0Katie Phang\u00a0found herself without a news desk. Thankfully,\u00a0Meidas Touch\u00a0came 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\u2019ve 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!\nGet The Deal\n\nIn Case You Missed It\nSpotify Hits Play with Netflix Deal\nNetflix\u00a0will distribute select\u00a0Spotify\u00a0video podcasts, including\u00a0The Bill Simmons Podcast\u00a0and\u00a0The Rewatchables, starting in 2026. The move expands Netflix\u2019s 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.\nRead More\nMore Podcasts than Ever\nActive 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.\nRead More\nA Lane for AI Podcasts?\nA recent\u00a0Amplifi Media\u00a0experiment asked college students to critique AI-generated podcasts from\u00a0Inception Point AI. The AI Podcasts that fared better were instructional-based. However, students still noted a lack of warmth and spontaneity as a drawback\u2026 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, \u201cInsights only feel obvious after you\u2019ve read them.\u201d\nRead More\n\n#SaveTheLiveReads\n\nNo More Password Experimentation\nThis #STLR comes to us from\u00a0Cal Newport\u00a0and his podcast,\u00a0Deep Questions. This read is a total win\u2014it\u2019s 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\u2019s digital workplaces are messy, vulnerable, and packed with unseen risks. That’s where\u00a01Password\u00a0comes 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\u2019s Trail Code like he\u2019s 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?\u00a0Cybersecurity doesn’t have to be boring\u2014and you can be reminded of that in the link below.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nThe Future of Podcast Advertising Lies In Collaboration\nThe best conversations don\u2019t just \u201chappen,\u201d they\u2019re curated. At this year\u2019s 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\u00a0Nick Viall\u00a0(The Viall Files,\u00a0Libsyn),\u00a0Ashley Flowers\u00a0(Crime Junkie,\u00a0Audiochuck), and\u00a0Kim Komando\u00a0(The Kim Komando Show,\u00a0WestStar 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\u2019s the kind of collaboration we\u2019re all about. Thank you to\u00a0Libsyn\u00a0for their support!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nKristen Larson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n\n\n\n ","landing_redirection":""},{"id":3526,"title":"The Good, The Bad & The Unexpected: How Two Rival Agencies Merged to Reshape Podcasting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-28-111417.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-good-the-bad-the-unexpected-how-two-rival-agencies-merged-to-reshape-podcasting\/","date":"October 15, 2025","description":"To make an industry better, you can\u2019t be afraid to shake things up.\nWe\u2019re 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.\nDan Granger\u00a0(CEO & Founder,\u00a0Oxford 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\u2019s part victory lap, part therapy, and part masterclass. Joining are some of\u00a0 our fearless leaders who led the charge during this formative year:\n\nBart Roselli\u00a0(EVP of Media,\u00a0Oxford Road)\nCourtney O\u2019Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road)\nHilary Shafer\u00a0(SVP of Podcast & Influencer,\u00a0Oxford Road)\nKyle Jelinek\u00a0(VP of Client Services,\u00a0Oxford Road) and\nMiranda Romano\u00a0(SVP of Media,\u00a0Oxford Road\n\nThe team\u2019s talking: Slow and Steady, Spider-Man Wisdom, Staying Humble, and more. Let\u2019s dig in.\n\u201c 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.\u201d –\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road)\nNot 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\u2019s 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\u2019t get it right the first time. As Hillary puts it: \u201cWhen I think back to initial timelines and goals we set, I have to chuckle\u2026 It’s not that mountains haven’t been moved. They just took longer because there were many more details.\u201d\n\u201cWith Great Power\u201d\u00a0–\u00a0Bart took his inspiration from a famous Spider-Man quote: \u201cThis is not just about creating leverage. It’s, \u2018how do we make the industry better?\u2019\u201d If Oxford Road had tried to just grow without a bigger mission of improving the industry, we wouldn\u2019t have smashed our employee (and client) retention goals. For anyone facing significant challenges, it helps to remember your \u2018why\u2019.\nValues > Tactics\u00a0–\u00a0How do you move through differences? Focus on that common goal, and welcome the chance to improve with your top competitor. \u201dIt’s been fascinating just to see, \u201cOh, you know what? We didn’t think of that, and you guys did that a hell of a lot better,\u201d 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.\nWant more insights from a year of growth? Check out the full episode below:","landing_redirection":""},{"id":3522,"title":"This Week\u2019s Influencer: Podcast Icon Lex Friedman on Podcast\u2019s Evolving Future; Creative\u2019s Role in Success; Boosting Discovery w\/ ChatGPT & more","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-28-110109.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/stop-apologizing-lex-friedman-on-why-podcasting-will-always-evolve-and-why-thats-a-good-thing-2\/","date":"October 8, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re revisiting the time\u00a0Dan Granger\u00a0sat down with\u00a0Lex Friedman\u00a0(not to be confused with podcaster\u00a0Lex Fridman), one of podcasting\u2019s original builders, and a leader who\u2019s shaped the business of podcasting since Day 1, for our limited series, \u201cWhat\u2019s a Podcast? – The Extended Interviews.\u201d\nBefore launching his own\u00a0consulting business, Lex played a role in nearly every major chapter of the industry: Chief Business Development at\u00a0Midroll, Chief Revenue Officer at\u00a0ART19, Head of Podcast Partnerships at Amazon, and Head of Podcast Strategy at\u00a0Wondery. Along the way, he\u2019s helped define how ads get sold, how shows get funded, and how podcasting itself gets defined.\nLet\u2019s dig in\u2026\n\n“Stop apologizing for podcasting being what it is\u2014because it\u2019s clearly working.” –\u00a0Lex Friedman\u00a0(Lex Friedman Consulting)\n\n\u201cWin-Win-Win\u201d: 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\nTalk Radio, On Demand:\u00a0Lex\u2019s earliest pitch for podcasting was simple: it\u2019s talk radio you can control. That framing helped advertisers \u201cget it\u201d before Serial, before Spotify, before the boom.\nIt\u2019s Electric! But It\u2019s Still a Guitar: Just as \u201cguitar\u201d became \u201cacoustic guitar\u201d after the electric was invented, podcasts may evolve with video, but the word \u201cpodcast\u201d isn\u2019t going anywhere. Podcasting\u2019s evolution will open doors, not close them, leading to more opportunities for listeners and advertisers.\nTo delve deeper into the conversation, which covers topics such as Ad Load Tipping Points, Completionist Behavior, Consolidation,\u00a0Mega-Deals, and more, click the link below.\n\n\n\n\nThe Classifieds\n\nI Always Feel Like, Somebody\u2019s Watching Me\nNetwork:\u00a0Libsyn\u00a0\/\u00a0Monthly Downloads:\u00a015k\nQ4 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\u00a0predecessor\u00a0of offenses such as assault and murder, stalking\u2019s 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.\u00a0Jaimie Beebe and Jake Deptula\u00a0spend each episode speaking with real stalking survivors who have come out the other side and are willing to tell their stories. Whether they\u2019re 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\u2019ve piqued your curiosity, find more details at the link below.\nGet The Deal\n\nMany Motives, Means, and Opportunities\nNetwork:\u00a0Realm\u00a0\/\u00a0Monthly Downloads:\u00a055k\nThe words \u201cmurder\u201d and \u201ccozy\u201d don\u2019t usually find themselves in the same sentence, but that\u2019s the only way we can deftly describe this true crime podcast, now at\u00a0Realm. Our moms,\u00a0Melissa and Mandy, are part of the broader true crime movement, focusing their content on the victim\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nCreative Quality Beats Targeting\nA new\u00a0Creative Dividend\u00a0analysis from\u00a0Effie\u00a0and\u00a0System1\u00a0finds 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 \u201csuper touchpoints,\u201d performing well in short-term sales and long-term conversions. Check out the WWO Audio Group’s summary of the report’s\u00a0findings. Our take? You can have the best media plan in the world, but it won\u2019t 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.\nRead More\nChatGPT: Spotify\u2019s New DJ?\nBy way of\u00a0Sounds Profitable, we learned that\u00a0Spotify\u00a0has launched a new integration that allows users to connect their Spotify account directly with\u00a0ChatGPT\u00a0to 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\u2019t a direct marketing implication for the Spotify-ChatGPT integration. However, with 34% of U.S. adults using ChatGPT (according to\u00a0Pew 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.\nRead More\nSwift\u2019s Record-Breaking Release Is a Win for Audio\nTaylor Swift\u2019s\u00a0new album,\u00a0The Life of a Showgirl, broke\u00a0Spotify\u2019s\u00a0single-day streaming record, reached #1 on\u00a0Apple Music, sold 2.7 million copies in one day, and topped the film box office with her\u00a0Official Release Party of a Showgirl\u00a0watch party. The global response was instantaneous, with her music playing everywhere from London restaurants to\u00a0BBC Radio. The piece highlights how radio capitalized on the moment, with the likes of\u00a0iHeart,\u00a0Audacy, and\u00a0SiriusXM\u00a0all 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\u00a0Spotify,\u00a0Pandora, and more. For an insight we also found insightful: also check out\u00a0Ashley Carman’s\u00a0take on\u00a0LinkedIn.\nRead More\n\n#SaveTheLiveReads\n\n\u201cEarn Your Happy\u201d Pulls Back the Curtains on Blinds.com\u2019s Industry Flip\nTaking top honors in this week\u2019s #STLR hall of fame is\u00a0Lori Harder\u00a0on\u00a0Earn Your Happy, and her sensational read for\u00a0Blinds.com! Known for giving listeners \u201cthe advice you didn\u2019t even know you needed,\u201d 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\u2014before 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\u2019s personal story brings credibility and warmth that makes you want to click add to cart immediately. It\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOxford Road + Friends Top the Influential Pod List\nCoHost\u00a0just dropped its \u201cTop 75 Thought Leaders in Podcasting\u201d roster, and the lineup feels like an Oxford Road Christmas party guest list. Roadies\u00a0Dan Granger,\u00a0Bart Roselli,\u00a0Hilary Ross Shafer, and\u00a0Rosemary Scalabrino\u00a0all secured spots, alongside agency pals\u00a0Bryan Barletta,\u00a0James Cridland, and\u00a0Ashley 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\u2019s list, it\u2019s clear our corner of the industry is making plenty of noise\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3520,"title":"\"Stop Apologizing\": Lex Friedman on Why Podcasting Will Always Evolve and Why That's a Good Thing","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-11-28-110051.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/stop-apologizing-lex-friedman-on-why-podcasting-will-always-evolve-and-why-thats-a-good-thing\/","date":"October 8, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re revisiting the time\u00a0Dan Granger\u00a0sat down with\u00a0Lex Friedman\u00a0(not to be confused with podcaster\u00a0Lex Fridman), one of podcasting\u2019s original builders, and a leader who\u2019s shaped the business of podcasting since Day 1, for our limited series, \u201cWhat\u2019s a Podcast? – The Extended Interviews.\u201d\nBefore launching his own\u00a0consulting business, Lex played a role in nearly every major chapter of the industry: Chief Business Development at\u00a0Midroll, Chief Revenue Officer at\u00a0ART19, Head of Podcast Partnerships at Amazon, and Head of Podcast Strategy at\u00a0Wondery. Along the way, he\u2019s helped define how ads get sold, how shows get funded, and how podcasting itself gets defined.\nLet\u2019s dig in\u2026\n\n“Stop apologizing for podcasting being what it is\u2014because it\u2019s clearly working.” –\u00a0Lex Friedman\u00a0(Lex Friedman Consulting)\n\n\u201cWin-Win-Win\u201d: 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\nTalk Radio, On Demand:\u00a0Lex\u2019s earliest pitch for podcasting was simple: it\u2019s talk radio you can control. That framing helped advertisers \u201cget it\u201d before Serial, before Spotify, before the boom.\nIt\u2019s Electric! But It\u2019s Still a Guitar: Just as \u201cguitar\u201d became \u201cacoustic guitar\u201d after the electric was invented, podcasts may evolve with video, but the word \u201cpodcast\u201d isn\u2019t going anywhere. Podcasting\u2019s evolution will open doors, not close them, leading to more opportunities for listeners and advertisers.\nTo delve deeper into the conversation, which covers topics such as Ad Load Tipping Points, Completionist Behavior, Consolidation,\u00a0Mega-Deals, and more, click the link below.","landing_redirection":""},{"id":3516,"title":"This Week\u2019s Influencer: We Talk All Things Measurement At CAO, A Big Leadership Changeup at Spotify, Pew\u2019s News About News, and More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-11-28-105055.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/inside-the-2025-podcast-ad-playbook-from-leading-brands-whole-foods-chime-indeed-and-tecovas-2\/","date":"October 1, 2025","description":"It finally happened- we found insights that brand builders and performance marketers can agree on.\nWe gathered CAOs from all walks of business: from finance and food to jobs and boots. They share everything they\u2019ve learned as they\u2019ve scaled podcasting to enviable levels. Whether you\u2019re team brand or team performance, you\u2019ll benefit from their wealth of experience.\nOn\u00a0The Media Roundtable, we have one of our favorite conversations from our 2025 CAO Summit. \u200aConor Doyle\u00a0(President,\u00a0Oxford Road) moderated the \u201dNo More Maybes: Scaling Podcast Performance with Precision\u201d panel, where he gathered some of the sharpest CAOs around, who agreed to share their secrets on scaling podcasts.\nConor was joined by our VIPs:\n\nGladwell Mwangi\u00a0(Director of Paid Media,\u00a0Whole Foods)\nKezia Koo\u00a0(Former Sr. Director, Global Growth & Performance Marketing,\u00a0Indeed)\nMegan Smith\u00a0(Director, Media Strategy,\u00a0Tecovas)\nNick Fairbairn\u00a0(Vice President, Growth Marketing,\u00a0Chime)\n\nThese audio evangelists candidly shared how they grew their podcast buys with confidence and their hard-won lessons from the journey.\n\n\u201cEvery 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.\u201d –\u00a0Kezia Koo\u00a0(Former Sr. Director, Global Growth & Performance Marketing,\u00a0Indeed)\n\nThis week, we’re talking: Measurement Quality, Podcasts Play Nice, Thoughtful Success, and more. Let\u2019s dig in:\nMeasurement 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.\nPodcasts Play Well with Others:\u00a0 Podcast absolutely performs on its own. But thanks to video, it\u2019s 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\u2019re not ignoring it.\nThoughtful Success: While there isn\u2019t a one-size-fits-all solution, intentionality played a key role in all of our CAOs’ success stories. You need:\n\nClarity: Define how podcasts can support the rest of your marketing. Longer host endorsements humanize brands more effectively than 15-second DR TV spots can.\nThoughtfulness with your placements:\u00a0Look past the top 10 shows, track your CPAs on a show-level, and when you find a winner, make a commitment. You\u2019ll get amazing reads (which you can then use again elsewhere in your marketing ecosystem).\n\nWant more stats and secrets from every step of the scaling journey? Tune in to the full episode by clicking the link below.\n\n\n\n\nThe Classifieds\n\nDon\u2019t Be Blinded By Her Light\nNetwork:\u00a0Sony Podcasts\u00a0\/\u00a0 Monthly Downloads: 185k\nWhen we talk about death, it\u2019s 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\u00a0Mel Giedroyc\u00a0is 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,\u00a0The 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.\nGet The Deal\n\nDon\u2019t Worry, Be Happy Now\nNetwork:\u00a0That Sounds Fun Network\u00a0\/\u00a0 Monthly Downloads: 150k\nWe\u2019re entering that time of year again when people start forming goals for themselves, often linked to health and happiness.\u00a0Jeanine Amapola\u00a0is a Texas-born YouTuber who wanted to build a platform for well-intentioned, self-loving women who finally put those goals ahead of society\u2019s expectations. Her fundamental beliefs are built around Christianity, family, and stability, and that comes through in every episode. Whether she\u2019s 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\u00a0That 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.\nGet The Deal\n\nIn Case You Missed It\nThe King Has Abdicated, All Hail the New Regents\nSpotify\u00a0announced Tuesday that founder and CEO\u00a0Daniel Ek\u00a0will step down in January 2026 to become Executive Chairman as the company adopts a new co-CEO model.\u00a0Gustav S\u00f6derstr\u00f6m, Chief Product and Technology Officer, and\u00a0Alex Norstr\u00f6m, Chief Business Officer, will jointly lead operations starting next year. Ek described his role as shifting \u201cfrom a player to a coach,\u201d 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\u2019t change how marketers approach audio buys, but it\u2019s 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\u00a0Amazon\u00a0founder\u00a0Jeff Bezos\u00a0handed CEO duties to\u00a0Andy Jassy.\nRead More\nPew\u2019s News About News\nPew Research\u00a0released 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\u201329) 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.\nRead More\nIgnore the Platform That Reaches Most Americans? Bouvard Says Yes\nIn a new\u00a0blog post,\u00a0Cumulus Media\/Westwood One\u2019s\u00a0One\u2019s Chief Insights Officer,\u00a0Pierre Bouvard, criticized\u00a0YouTube Music\u2019s\u00a0audience claims, calling them vague and unsubstantiated. He noted that agencies often hear \u201cbillions\u201d used in YouTube\u2019s pitch materials, without a clear explanation of what demographics or countries are represented.\u00a0Edison Research\u2019s Q2 2025 Share of Ear study\u00a0shows YouTube Music\u2019s ad-supported service accounts for only 1% of U.S. listening time, far behind AM\/FM radio at 66%, podcasts at 20%,\u00a0Spotify\u00a0at 5%, and\u00a0Pandora\u00a0at 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 \u201cbillions\u201d number refers to the music service. The “billions” refers to global podcast reach (which we have also questioned). YouTube\u2019s role in podcasting and music content is well established. Marketers know better than to ignore its reach and growing role in audio.\nRead More\n\n#SaveTheLiveReads\n\nParenting Class is in Session with MasterClass\nTaking care of everyone on a weekly basis, teacher & parenting coach JoAnn Crohn, M.Ed., and co-host parenting coach & educator,\u00a0Brie Tucker\u00a0of\u00a0No 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\u00a0MasterClass\u00a0during this #STLR, these gals effortlessly weave their personal experiences (moments of stress, short fuses, and everyday chaos) into their substantiation of MasterClass\u2019s\u00a0Science 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\u2019s informative, engaging, and above all, empowering, making this a pitch that doesn\u2019t 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":3512,"title":"Inside the 2025 Podcast Ad Playbook from Leading Brands: Whole Foods, Chime, Indeed, and Tecovas","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Captura-de-pantalla-2025-11-28-105347.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/inside-the-2025-podcast-ad-playbook-from-leading-brands-whole-foods-chime-indeed-and-tecovas\/","date":"October 1, 2025","description":"It finally happened- we found insights that brand builders and performance marketers can agree on.\nWe gathered CAOs from all walks of business: from finance and food to jobs and boots. They share everything they\u2019ve learned as they\u2019ve scaled podcasting to enviable levels. Whether you\u2019re team brand or team performance, you\u2019ll benefit from their wealth of experience.\nOn\u00a0The Media Roundtable, we have one of our favorite conversations from our 2025 CAO Summit. \u200aConor Doyle\u00a0(President,\u00a0Oxford Road) moderated the \u201dNo More Maybes: Scaling Podcast Performance with Precision\u201d panel, where he gathered some of the sharpest CAOs around, who agreed to share their secrets on scaling podcasts.\nConor was joined by our VIPs:\n\nGladwell Mwangi\u00a0(Director of Paid Media,\u00a0Whole Foods)\nKezia Koo\u00a0(Former Sr. Director, Global Growth & Performance Marketing,\u00a0Indeed)\nMegan Smith\u00a0(Director, Media Strategy,\u00a0Tecovas)\nNick Fairbairn\u00a0(Vice President, Growth Marketing,\u00a0Chime)\n\nThese audio evangelists candidly shared how they grew their podcast buys with confidence and their hard-won lessons from the journey.\n\n\u201cEvery 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.\u201d –\u00a0Kezia Koo\u00a0(Former Sr. Director, Global Growth & Performance Marketing,\u00a0Indeed)\n\nThis week, we’re talking: Measurement Quality, Podcasts Play Nice, Thoughtful Success, and more. Let\u2019s dig in:\nMeasurement 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.\nPodcasts Play Well with Others:\u00a0 Podcast absolutely performs on its own. But thanks to video, it\u2019s 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\u2019re not ignoring it.\nThoughtful Success: While there isn\u2019t a one-size-fits-all solution, intentionality played a key role in all of our CAOs’ success stories. You need:\n\nClarity: Define how podcasts can support the rest of your marketing. Longer host endorsements humanize brands more effectively than 15-second DR TV spots can.\nThoughtfulness with your placements:\u00a0Look past the top 10 shows, track your CPAs on a show-level, and when you find a winner, make a commitment. You\u2019ll get amazing reads (which you can then use again elsewhere in your marketing ecosystem).\n\nWant more stats and secrets from every step of the scaling journey? Tune in to the full episode by clicking the link below.","landing_redirection":""},{"id":3508,"title":"This Week\u2019s Influencer: Kraig Kitchin & Stew Redwine Recap CAO Summit \u201825, Give a Radio History Lesson, Discuss Audio\u2019s AI Future, and Much More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/09\/Captura-de-pantalla-2025-11-27-203627.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e11-when-the-helmets-come-off-kraig-t-kitchin-at-cao-summit-2025-2\/","date":"September 24, 2025","description":"Want better insights into the chaotic world of podcasting? You need to hear from the audio experts, who\u2019ve returned from their hiatus to discuss all things\u00a0CAO Summit 2025.\nThe world\u2019s only podcast solely dedicated to audio ads is back! Presenting\u00a0Ad Infinitum\u00a0Season 3, Episode 11: “When the Helmets Come Off\u2014Kraig T. Kitchin at CAO Summit 2025”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes back Hall of Fame legend\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor for\u00a0Oxford Road) to break down their biggest takeaways from July\u2019s event.\n\n\u201c[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.\u201d –\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor for\u00a0Oxford Road\u00a0& Bonafide Audio Legend)\n\nCollaborators, Not Competitors: One magical part of the CAO Summit? The attendees \u2013 some of the biggest names in podcast advertising \u2013 were honest about their successes and challenges. Fierce competitors took off their game faces and helmets and became vulnerable\u2013sparking breakthroughs for all attendees. The lesson? Mutual success in our industry can grow the pie for all.\nAudio\u2019s 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\u00a0be 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\u2019re buying ads, keep an eye on ad load. For best performance, we recommend\u00a0no more than 10%.\nUse AI to\u00a0 Be More Human: At an event where in-person interactions, vulnerability, and authenticity reigned, one question echoed throughout the halls:\u00a0how do you reconcile the human touch with the growing power of AI in creative? Stew lays out the cure: \u201cThe antidote to the fear of AI is caring.\u201d AI can do a lot of work, but it can\u2019t 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.\nWant more views from the top of the (CAO) Summit? Tune in to the full episode here:\n\n\n\n\nThe Classifieds\n\nEvery Angel Gets Its Wings\nNetwork:\u00a0Playmaker Podcast Network\u00a0\/ Monthly Downloads: 100k\nAs women\u2019s sports continue their rise in\u00a0popularity, advertisers have begun looking for ways to meet fans outside of stadiums and fields. Women\u2019s basketball has exploded in popularity thanks to players such as\u00a0Caitlin Clark\u00a0and\u00a0Angel Reese, so it only makes sense that the latter has decided to start her own podcast. Launching its second season next month,\u00a0Unapologetically Angel\u00a0is a sit-down interview show presenting weekly conversations with her friends, collaborators, and cultural equals. Guests from season one included reality star and musician\u00a0Chrisean Rock, rapper\u00a0Lady London, and American football player\/NFL commentator\u00a0Cam 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\u00a0Bayou Barbie\u00a0dream house, ring the bell in the link below.\nGet The Deal\n\nA Trio of Legends Create a Hall of Fame Podcast\nNetwork:\u00a0Nativ.ly\u00a0\/ Monthly Downloads:\u00a0250k\nThere\u2019s a party going on over at\u00a0Nativ.ly, and the guest list contains some of the biggest names in women\u2019s sports.\u00a0Women\u2019s sports icons\u00a0Abby Wambach,\u00a0Billie Jean King, and\u00a0Julie Foudy\u00a0are inviting you to join them week after week to discuss the hows, whats, and whens associated with women\u2019s sports. Coming from the disparate worlds of tennis and soccer, these co-hosts discuss a wide range of sports-related topics that haven\u2019t always gotten their due. Since premiering in September, the show has featured interviews with well-known figures, including NBC Sports presenter\u00a0Rebecca Lowe, WNBA star\u00a0Breanna Stewart, and retired US track and field Olympian\u00a0Allyson 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.\nGet The Deal\n\nIn Case You Missed It\nDynamic Sponsorships or Disappearing Brand Placements?\nYouTube\u00a0is 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\u2019t 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\u2019s 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\u2019s ability to monetize while maintaining performance for advertisers.\nRead More\nNielsen: Why You Should Reallocate Some TV Dollars\nAudacy\u00a0is leaning on\u00a0Nielsen\u00a0and\u00a0Commspoint\u00a0data 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\u2019s ability to connect \u201cengagement gap\u201d 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\u2019t just hang its hat on extending TV reach, because that slice of the pie keeps shrinking.\nRead More\nSpanish Podcasts: The Secret Weapon Brands Ignore\nIn a\u00a0LinkedIn\u00a0post,\u00a0Edison Research\u00a0highlighted 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.\nRead More\n\n#SaveTheLiveReads\n\nShopify Brings a Divided, True Crime Couple Together\nMurder With My Husband, starring true-crime-loving couple\u00a0Payton and Garrett Moreland, who partner with\u00a0Shopify\u00a0as the host for their\u00a0merch store, graces our #STLR spotlight this week. Opening the spot with a playful \u201cShopify\u201d 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nBack the Indies Before It\u2019s Too Late\nOur very own\u00a0Giles Martin\u00a0(EVP of Strategy,\u00a0Oxford Road) just dropped a wake-up call in Fast Company\u2019s Ask The Experts column. His message? Don\u2019t 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\u2019s 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.\nRead More\nOxford Road\u2019s Podload Report In Practice\nThe Wall Street Journal just profiled tech-bros-turned-podcasters\u00a0John Coogan\u00a0and\u00a0Jordi Hays\u00a0of\u00a0TBPN, who\u2019ve built an 11-month-old daily live show into a $5M revenue-generating machine. Their latest move: hiring newly elected president\u00a0Dylan Abruscato\u00a0to triple that number by 2026. And tucked inside the piece was a beautiful shoutout to\u00a0Oxford Road\u2019s Podload Report\u00a0(built in conjunction with\u00a0Podscribe), 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% \u2014 proof that moderation is key. For us, it\u2019s validation that our research isn\u2019t just theory; it\u2019s shaping real business strategy at one of the hottest indie shows in media.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":3504,"title":"Ad Infinitum S3E11 - When the Helmets Come Off: Kraig T. Kitchin at CAO Summit 2025","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-202833.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e11-when-the-helmets-come-off-kraig-t-kitchin-at-cao-summit-2025\/","date":"September 24, 2025","description":"Want better insights into the chaotic world of podcasting? You need to hear from the audio experts, who\u2019ve returned from their hiatus to discuss all things\u00a0CAO Summit 2025.\nThe world\u2019s only podcast solely dedicated to audio ads is back! Presenting\u00a0Ad Infinitum\u00a0Season 3, Episode 11: “When the Helmets Come Off\u2014Kraig T. Kitchin at CAO Summit 2025”\nHost\u00a0Stew Redwine\u00a0(Executive Creative Director,\u00a0Oxford Road) welcomes back Hall of Fame legend\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor for\u00a0Oxford Road) to break down their biggest takeaways from July\u2019s event.\n\n\u201c[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.\u201d –\u00a0Kraig T. Kitchin\u00a0(Senior Strategic Advisor for\u00a0Oxford Road\u00a0& Bonafide Audio Legend)\n\nCollaborators, Not Competitors: One magical part of the CAO Summit? The attendees \u2013 some of the biggest names in podcast advertising \u2013 were honest about their successes and challenges. Fierce competitors took off their game faces and helmets and became vulnerable\u2013sparking breakthroughs for all attendees. The lesson? Mutual success in our industry can grow the pie for all.\nAudio\u2019s 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\u00a0be 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\u2019re buying ads, keep an eye on ad load. For best performance, we recommend\u00a0no more than 10%.\nUse AI to\u00a0 Be More Human: At an event where in-person interactions, vulnerability, and authenticity reigned, one question echoed throughout the halls:\u00a0how do you reconcile the human touch with the growing power of AI in creative? Stew lays out the cure: \u201cThe antidote to the fear of AI is caring.\u201d AI can do a lot of work, but it can\u2019t 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.\nWant more views from the top of the (CAO) Summit? Tune in to the full episode here:\n\n\n\n ","landing_redirection":""},{"id":3498,"title":"This Week\u2019s Influencer: Kim Komando\u2019s CAO Panel Discusses Media\u2019s Most Resilient Channel; SXM + The ZON = $?; Spotify Free Upgrade = More TSL?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-201351.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/radio-is-a-cucaracha-how-brands-are-making-the-most-of-tried-and-true-reach-from-the-cao-summit-2\/","date":"September 17, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re taking you back to our 2025 CAO Summit for a tactical conversation on one of media\u2019s most resilient channels: radio.\nGuest moderator and radio legend\u00a0Kim Komando\u00a0leads a panel featuring\u00a0Nick Macco\u00a0(Legacybox),\u00a0Mike Janigian\u00a0(DraftKings), and\u00a0Rion Swartz\u00a0(brand-side\u00a0growth leader, previously at\u00a0LegalZoom) on why we shouldn\u2019t write the obituary for broadcast radio just yet.\nThe panel laid out a playbook for turning \u201cold-school\u201d radio into a modern performance media, and we\u2019re giving you a sneak peek:\n\n\u201cRadio is a \u2018cucaracha\u2019\u2014we keep trying to stamp it out, and it just keeps coming back.\u201d –\u00a0Kim Komando, Host of ”\u00a0The Kim Komando Show“\n\nAttribution 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.\nCreative 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.\nHost buy-in > genre: Entertainment, sports, talk radio, you name it\u2014if the relationship is real, the results follow. And don\u2019t sleep on political placements: Legacybox found less crowded inventory and more efficient media on conservative radio.\nThe common consensus: radio’s not a relic\u2014it’s\u00a0a responsive reach engine that still delivers results. Pair engaged hosts with pragmatic measurement and you\u2019ll get both scale and signal.\nFor the full conversation (and more tales from the \u201ccucaracha\u201d that won\u2019t die), tune in below.\n\n\n\n\nThe Classifieds\n\nLa Llorona and the Lads\nNetwork:\u00a0Sonoro Media\u00a0\/ Monthly Downloads:\u00a025k\nThis 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.\u00a0Jorge Moran\u00a0and\u00a0Ricardo Amado\u00a0have grown in popularity on\u00a0TikTok\u00a0through 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\u2019re superstitious about losing testing dollars, click below asap for more information.\nGet The Deal\n\nShattering the Facade of Some of Society\u2019s Worst Pretenders\nNetwork:\u00a0Starlight Ads\u00a0\/ Monthly Downloads:\u00a0250k\n\u201cHow could this happen?\u201d This statement is often attached to stories that twist and turn, with no visible end in sight.\u00a0Javier Leiva\u00a0is interested in protagonists who cannot be trusted, who build identities and backgrounds that aren\u2019t all that they seem\u2014those who pretend. Whether he\u2019s 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\u2019s willing to create unique, bespoke opportunities for enhanced re-testing ahead of Q4. Don\u2019t just pretend to click the link below, or you might be featured in the next episode.\nGet The Deal\n\nIn Case You Missed It\nSiriusXM Finds New Reach With Amazon\u2019s DSP?\nAmazon Ads\u00a0has struck a partnership with\u00a0SiriusXM\u00a0to make its streaming portfolio, including\u00a0Pandora,\u00a0SoundCloud, and eventually podcasts, available through Amazon\u2019s demand-side platform. The deal opens up access to more than 160 million monthly U.S. digital listeners and lets advertisers pair Amazon\u2019s first-party data with SiriusXM\u2019s premium audio content. This move heightens Amazon\u2019s rivalry with platforms like\u00a0Google\u00a0and\u00a0The Trade Desk\u00a0while 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\u2019s 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.\nRead More\nBrazil: Podcasting\u2019s Sleeping Giant\nThe latest revelation from\u00a0Podnews\u00a0may 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\u00a0Spotify\u00a0and\u00a0YouTube\u00a0have 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\u2019s biggest untapped opportunity, and once international networks shore up the market, expect ad dollars to follow fast.\nRead More\nSpotify\u2019s Free Upgrade: Better for Users and Advertisers?\nSpotify is making its free tier more attractive to consumers by introducing \u201cPick & Play,\u201d \u201cSearch & Play,\u201d and \u201cShare & Play\u201d 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\u2019s still a catch: free listeners get an \u201con-demand time\u201d allocation, after which they\u2019ll revert to limited skips. Spotify is seeking to boost engagement amongst its ad-supported users and expose them to more ads. Spotify isn\u2019t expanding its free tier out of generosity\u2014they’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.\nRead More \n\n#SaveTheLiveReads\n\nGetting Healthy at Home with Function HealthIn this week\u2019s “Save the Live Read”,\u00a0Andrew O\u2019Hara\u00a0and\u00a0Stephen Robles\u00a0know how important it is to recommend the right products on their show\u00a0HomeKit 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\u00a0Function Health: booking tests for the next day, seeing 160 biomarkers, and getting real-action steps, proving that the benefits are something that can\u2019t 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\u2019s the cherry on top that makes clicking \u201csign up\u201d feel like a no-brainer. Listen below to hear the vitals of a great read.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese","landing_redirection":""},{"id":3495,"title":"\u201cRadio is a Cucaracha\u201d: How Brands are Making the Most of Tried-and-True Reach \u2014 From the CAO Summit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-201322.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/radio-is-a-cucaracha-how-brands-are-making-the-most-of-tried-and-true-reach-from-the-cao-summit\/","date":"September 17, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re taking you back to our 2025 CAO Summit for a tactical conversation on one of media\u2019s most resilient channels: radio.\nGuest moderator and radio legend\u00a0Kim Komando\u00a0leads a panel featuring\u00a0Nick Macco\u00a0(Legacybox),\u00a0Mike Janigian\u00a0(DraftKings), and\u00a0Rion Swartz\u00a0(brand-side\u00a0growth leader, previously at\u00a0LegalZoom) on why we shouldn\u2019t write the obituary for broadcast radio just yet.\nThe panel laid out a playbook for turning \u201cold-school\u201d radio into a modern performance media, and we\u2019re giving you a sneak peek:\n\n\u201cRadio is a \u2018cucaracha\u2019\u2014we keep trying to stamp it out, and it just keeps coming back.\u201d –\u00a0Kim Komando, Host of ”\u00a0The Kim Komando Show“\n\nAttribution 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.\nCreative 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.\nHost buy-in > genre: Entertainment, sports, talk radio, you name it\u2014if the relationship is real, the results follow. And don\u2019t sleep on political placements: Legacybox found less crowded inventory and more efficient media on conservative radio.\nThe common consensus: radio’s not a relic\u2014it’s\u00a0a responsive reach engine that still delivers results. Pair engaged hosts with pragmatic measurement and you\u2019ll get both scale and signal.\nFor the full conversation (and more tales from the \u201ccucaracha\u201d that won\u2019t die), tune in below.","landing_redirection":""},{"id":3492,"title":"This Week\u2019s Influencer: Podcast Luminaries Reveal Secrets to Stronger Host Reads; Spotify Dives Into Sports Video; Remembering a Podcast Legend","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-195727.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ashley-flowers-nick-viall-and-kim-komando-flip-the-script-host-insights-from-the-2025-cao-summit-2\/","date":"September 10, 2025","description":"This week, the\u00a0Media Roundtable\u00a0is giving you an all-access pass to one of the most talked-about sessions from this year\u2019s\u00a0Chief Audio Officer Summit: Flipping the Script: Feedback From Hosts to Brands.\nOur own\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) sat down with three powerhouse hosts:\u00a0Ashley Flowers\u00a0(Crime Junkie),\u00a0Nick Viall\u00a0(The Viall Files), and\u00a0Kim Komando\u00a0(The Kim Komando Show) to share what they really need from advertisers to create great ads that actually work!\n\u201cBrands, 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.\u201d –\u00a0Nick Viall\u00a0(The Viall Files)\nThe panel delivered a playbook of what works\u2014and, crucially, what doesn\u2019t\u2014when engaging top creators:\nDo: Make the Most of Onboarding: Ashley urged advertisers to engage with hosts earlier in the process to maximize the benefits of their collaboration.\u201cIf [intro calls] gave us time to be more creative and do more custom things, brands could tap into so much more\u2014our fan club, our newsletter, our CRM. There\u2019s so much they don\u2019t even know is available.\u201d\nDon\u2019t: 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. \u201cIf I had 10 seconds with you, can you understand what we\u2019re providing and who we\u2019re helping?\u201d\nDon\u2019t: Overly Script the Host: Or, in Ashley\u2019s words: \u201cPlease do not try and write true crime ads.\u201d While this message might\u2019ve gotten a few laughs from the audience, the message is nothing to joke about: forcing ads into a specific narrative often \u201cmisses the tone\u201d and \u201climits who our audience actually is.\u201d Her rule of thumb? \u201cI always change it. I\u2019ll help you guys out, but just don\u2019t waste your time.\u201d\nIn 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\u2019t will be left with lackluster reads that likely miss the mark.\nTo see all the insights that this star-studded panel had to offer, tune into the episode below.\n\n\n\n\nThe Classifieds\n\nThe Beauty Queen and the Class Clown Team Up for This Class Assignment\nNetwork:\u00a0Podcast Nation \/ Monthly Downloads:\u00a040k\nInfluencers may thrive in their own lanes, but it’s rare to see them collide and collaborate for long-term projects.\u00a0Brynne Marie\u00a0and\u00a0Mario Mirante\u00a0have each built massive followings on TikTok: Brynne by being a talented makeup artist, and Mario for his ribald, goofy humor. There\u2019s been a lot of\u00a0overlap\u00a0between the two, so it only makes sense that they would team up in a new podcast from\u00a0Podcast Nation,\u00a0Pretty 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\u2019s 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 \u201cpretty funny\u201d podcast is also \u201cpretty testable,” so just click the link below for more details.\nGet The Deal\n\nFrench & Friends Translate All Things Trending\nNetwork:\u00a0Jonekiri\u00a0 \/ Monthly Downloads:\u00a0200k\nIn today\u2019s media environment, there\u2019s an overload of information available to any one of us, at any time.\u00a0Shawn French\u00a0is hyper-aware of that fact, and that\u2019s why he created his podcast\u00a0The 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\u00a0Jonekiri, 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\u2019re determined to click the link below, you will find more\u00a0information.\nGet The Deal\n\nIn Case You Missed It\nWestwood One\u2019s \u201cGuide to Media Planning\u201d\nWestwood One\u2019s Audio Active Group\u00a0released 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%\u00a0SiriusXM. 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.\u00a0Westwood One’s\u00a0core offering is terrestrial radio, so there\u2019s an undeniable bias toward AM\/FM radio. However, if you set that aside, you\u2019ll still find a ton of practical information on how to make the most of your audio investments.\nRead More\nSports Video Podcasts Score Big with Audiences\nSpotify\u00a0reports sports video podcast consumption is up more than 4x year-over-year and 53% quarter-over-quarter, including big titles such as\u00a0The Ringer,\u00a0Goalhanger\u2019s,\u00a0The Rest Is Football, and\u00a0No 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\u00a0YouTube, it\u2019s 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\u2019t miss your shot at getting into this red-hot market.\nRead More\nSounds Profitable\u2019s Dives Deep Into the 2025 Podcast Landscape\nSounds Profitable\u2019s\u00a0annual\u00a0Podcast Landscape\u00a0study 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.\u00a0Tom Webster\u00a0sees this as a sign of a healthier market with more competition and choice. CAOs, start with Sounds Profitable\u2019s Podcast Landscape if you want to stay current with the latest podcast listening trends.\nRead More\n\n#SaveTheLiveReads\n\nWWE Needs a Doctor\u2014Thankfully, They Have Zocdoc\nIf you like body slams or have a tickle in your throat, this week\u2019s #STLR has something you might relate to. On\u00a0Raw Recap\u00a0with\u00a0Sam Roberts\u00a0and\u00a0Megan Morant, these two banter about\u00a0Paul Heyman\u2019s\u00a0\u201clarynx problems\u201d (after years of live announcing in the ring) keeping listeners laughing while effortlessly weaving in\u00a0Zocdoc\u2019s\u00a0vast 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\u2019s offices or putting off appointments due to time constraints or schedules, these two make\u00a0Zocdoc\u00a0feel 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\u2019t just inform\u2014it entertains, persuades, and leaves you unable to resist the urge to download\u00a0Zocdoc\u00a0immediately. Listen via the link below. We promise\u2014no one will get hurt.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nA Farewell to Todd Cochrane, A Voice for All Podcasters\n\nWhile it\u2019s not exactly \u201cOxford in the News,\u201d we\u2019re saddened to share that Todd Cochrane, CEO of\u00a0Blubrry\u00a0and a pioneer of podcasting, has passed away. The link we\u2019re sharing below is from Oxford Road friend and MRT\u2019s favorite guest,\u00a0James Cridland, whose eulogy delves deeper than we can here. CAOs should know that Todd\u2019s vision and passion helped shape the modern podcasting industry. As the founder of\u00a0RawVoice\u00a0and\u00a0Blubrry, he provided creators worldwide with the tools to host, measure, and grow their shows. He literally wrote the\u00a0book on podcasting, introduced advertising on the medium to the earliest sponsors, and even founded the\u00a0Podcast Awards\u00a0in 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3488,"title":"Ashley Flowers, Nick Viall, and Kim Komando Flip the Script: Host Insights from the 2025 CAO Summit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-195655.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ashley-flowers-nick-viall-and-kim-komando-flip-the-script-host-insights-from-the-2025-cao-summit\/","date":"September 10, 2025","description":"This week, the\u00a0Media Roundtable\u00a0is giving you an all-access pass to one of the most talked-about sessions from this year\u2019s\u00a0Chief Audio Officer Summit: Flipping the Script: Feedback From Hosts to Brands.\nOur own\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) sat down with three powerhouse hosts:\u00a0Ashley Flowers\u00a0(Crime Junkie),\u00a0Nick Viall\u00a0(The Viall Files), and\u00a0Kim Komando\u00a0(The Kim Komando Show) to share what they really need from advertisers to create great ads that actually work!\n\u201cBrands, 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.\u201d –\u00a0Nick Viall\u00a0(The Viall Files)\nThe panel delivered a playbook of what works\u2014and, crucially, what doesn\u2019t\u2014when engaging top creators:\nDo: Make the Most of Onboarding: Ashley urged advertisers to engage with hosts earlier in the process to maximize the benefits of their collaboration.\u201cIf [intro calls] gave us time to be more creative and do more custom things, brands could tap into so much more\u2014our fan club, our newsletter, our CRM. There\u2019s so much they don\u2019t even know is available.\u201d\nDon\u2019t: 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. \u201cIf I had 10 seconds with you, can you understand what we\u2019re providing and who we\u2019re helping?\u201d\nDon\u2019t: Overly Script the Host: Or, in Ashley\u2019s words: \u201cPlease do not try and write true crime ads.\u201d While this message might\u2019ve gotten a few laughs from the audience, the message is nothing to joke about: forcing ads into a specific narrative often \u201cmisses the tone\u201d and \u201climits who our audience actually is.\u201d Her rule of thumb? \u201cI always change it. I\u2019ll help you guys out, but just don\u2019t waste your time.\u201d\nIn 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\u2019t will be left with lackluster reads that likely miss the mark.\nTo see all the insights that this star-studded panel had to offer, tune into the episode below.","landing_redirection":""},{"id":3485,"title":"This Week\u2019s Influencer: DOAC\u2019s Steven Bartlett & The Daily Wire\u2019s Ben Shapiro Take the CAO Stage; Podscribe\u2019s Q3 Benchmark Report; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-195048.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/steven-bartlett-and-ben-shapiro-on-the-power-of-independent-media-cao-summit-2025-fireside-chat\/","date":"September 3, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re 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:\u00a0Steven Bartlett\u00a0(Host of\u00a0Diary of a CEO, Founder of\u00a0FLIGHTSTORY) and Ben Shapiro (Host of\u00a0The Ben Shapiro Show, Co-Founder of\u00a0The Daily Wire).\nIn a conversation with\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford 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.\n\n\u201cIndependence, 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. \u00a0They want to feel like they’re tuning in to a person.\u201d – Ben Shapiro (Host of\u00a0The Ben Shapiro Show,\u00a0Co-Founder of\u00a0The Daily Wire)\n\nExperimenting for Exponential Growth:\u00a0Steven Bartlett breaks down how his Head of Failure team (yes, you read that right, that\u2019s a real department at FlightStory) tests 300\u2013400 variables per episode: from punctuation in titles to the CO\u2082 levels in the recording room. One tweak to the first 10 seconds of an episode drove a 350% subscriber lift\u2014proof that small tests can unlock massive growth.\nStriking 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 \u201c12 adverts in a podcast,\u201d insisting host reads must be content, and judged by retention and results, rather than just units sold.\nLetting Creators Cook: Shapiro\u2019s advice to brands: \u201cGet us really familiar with your product\u2014and then let us cook.\u201d These creators know their audience better than anyone else, and they\u2019re 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.\nFor 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.\n\n\n\n\nThe Classifieds\n\n19 Truths and Counting with Jinger and Jeremy\nNetwork:\u00a0Colture Podcast Network \/ Impressions: 140k\nThis week, we\u2019re 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.\u00a0Jinger\u00a0and\u00a0Jeremy Vuolo, who were heavily featured on the TLC shows\u00a019 Kids and Counting\u00a0and\u00a0Counting 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.\u00a0In 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\u2019re counting on you to click below, where you will find more information.\nGet The Deal\n\nChuckling \u2018Til the World Ends\nNetwork:\u00a0Headgum \/ Impressions:\u00a050k\nOn the less wholesome side of the podcast landscape, we have a comedy opportunity that finds the funny in the bad. Hosted by the eponymous\u00a0Gianmarco Soresi\u00a0and comedian\u00a0Russell 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\u2019s continued growth on social media and recent appearance on\u00a0Dropout\u2019s\u00a0newest season of\u00a0Game Changer. The twosome is also often joined by guests from the comedy world, such as\u00a0Alex Edelman,\u00a0Josh Sharp, and\u00a0Vir 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.\nGet The Deal\n\nIn Case You Missed It\nHot Off the Press-Podscribe\u2019s Q3 Benchmark Report is Here\nThe\u00a0Q3 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.\nRead More\nMeasurement Stunting Growth of the Creator Economy\nThe 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,\u00a0Digiday\u00a0reports that brand leaders still struggle to justify budgets without standardized metrics across platforms. Executives interviewed in the piece describe measurement as the \u201cfinal hurdle\u201d to unlocking more spend. Thanks to\u00a0Sounds Profitable\u00a0for 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\u00a0Oxford Road\u00a0is hard at work to solve this issue so all campaigns can have accurate reporting.\nRead More\nApple\u2019s TuneIn to Radio\nApple\u00a0expanded its radio footprint by partnering with\u00a0TuneIn\u00a0to bring six curated radio stations to 75 million monthly active users on TuneIn\u2019s platform. This strategic partnership extends Apple\u2019s reach beyond its current ecosystem at a time when\u00a0Spotify\u00a0and\u00a0YouTube\u00a0are gaining ground in audio. It also demonstrates Apple\u2019s intent to use free radio access as a funnel into its subscription-based products. This partnership achieves two key objectives: it brings content from\u00a0Apple Music\u00a0to an ad-supported environment and helps raise awareness of TuneIn, which can often be overlooked as an option for reaching listeners via streaming audio.\nRead More\n\n#SaveTheLiveReads\n\nTrue Crimes Solved with SelectQuote\nHope you #STLR listeners are eager for a thriller of a read this week because the hosts of\u00a0Crimehub: True Crime Stories\u00a0are contemplating the mystery of the perfect life insurance policy from\u00a0SelectQuote. This show grabs listeners right out of the gate with the wild \u201cSlayer Statutes\u201d hook, because who isn\u2019t 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.\nWhat really makes this pop is the balance: it\u2019s 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\u2014leaving listeners with a reason to laugh, listen, and an actionable choice to feel a little more secure in their lifetime plans. Don\u2019t be afraid to click on that link below; we promise it\u2019s not scary.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nShow Me the Money! (But First The Data)\nAccording to\u00a0Insider Radio,\u00a0Oxford Road\u2019s State of Audio Advertising\u00a0report shows podcast ad budgets aren\u2019t being capped by money\u2014it\u2019s the lack of performance data that\u2019s holding billions back. Nearly half of buyers say they\u2019d spend more if they could actually measure ROI, while only a third blame budget limits. Additionally, definitions of \u201cpodcast\u201d are still fuzzy (audio-only purists, you\u2019re 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\u2019s leaving serious money on the table.\nRead More\nPodcast Ads Are Growing Fast, But Counting\u2019s Slow\nAccording to\u00a0Radio Online,\u00a0Oxford Road\u2019s State of Audio Advertising\u00a0report 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 (\u201cAMP Task Force\u201d for short)\u2014bringing heavy hitters together to finally get on the same page about what a podcast is, how to measure it, and how to prove ROI\u2014because somebody\u2019s gotta bring law and order to the Wild West of audio. The future of podcast ads is big, messy, and totally worth watching.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3481,"title":"Steven Bartlett and Ben Shapiro on the Power of Independent Media: CAO Summit 2025 Fireside Chat","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-194220.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/steven-bartlett-and-ben-shapiro-on-the-power-of-independent-media\/","date":"September 3, 2025","description":"This week on the\u00a0Media Roundtable, we\u2019re 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:\u00a0Steven Bartlett\u00a0(Host of\u00a0Diary of a CEO, Founder of\u00a0FLIGHTSTORY) and Ben Shapiro (Host of\u00a0The Ben Shapiro Show, Co-Founder of\u00a0The Daily Wire).\nIn a conversation with\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford 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.\n\n\u201cIndependence, 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. \u00a0They want to feel like they’re tuning in to a person.\u201d – Ben Shapiro (Host of\u00a0The Ben Shapiro Show,\u00a0Co-Founder of\u00a0The Daily Wire)\n\nExperimenting for Exponential Growth:\u00a0Steven Bartlett breaks down how his Head of Failure team (yes, you read that right, that\u2019s a real department at FlightStory) tests 300\u2013400 variables per episode: from punctuation in titles to the CO\u2082 levels in the recording room. One tweak to the first 10 seconds of an episode drove a 350% subscriber lift\u2014proof that small tests can unlock massive growth.\nStriking 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 \u201c12 adverts in a podcast,\u201d insisting host reads must be content, and judged by retention and results, rather than just units sold.\nLetting Creators Cook: Shapiro\u2019s advice to brands: \u201cGet us really familiar with your product\u2014and then let us cook.\u201d These creators know their audience better than anyone else, and they\u2019re 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.\nFor 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.","landing_redirection":""},{"id":3474,"title":"This Week\u2019s Influencer: Breaking Down Pod Movement 2025; Stern Not Leaving SXM?; Podcast Spend Soars; Pod Content is Replacing TV Talk Shows & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-191626.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-movement-2025-and-beyond-bryan-barletta-tells-our-team-what-comes-next-2\/","date":"August 27, 2025","description":"This week on the Media Roundtable, we\u2019re taking you inside\u00a0Podcast Movement 2025. While the major players of the industry gathered in Dallas, breaking news hit the scene: Sounds Profitable has merged with Podcast Movement.\nOn this episode, host\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) recaps the event with team members\u00a0Courtney O\u2019Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road),\u00a0Julia Palermo\u00a0(Audio Media Buyer & Planner,\u00a0Oxford Road), and\u00a0James Ingrassia\u00a0(EVP, Strategy & Insights,\u00a0Oxford Road)\u2014plus a special guest appearance from\u00a0Bryan Barletta\u00a0(Founder of\u00a0Sounds Profitable) and newly named President of\u00a0Podcast Movement. Together, they unpack what the merger means for creators, advertisers, and the future of industry events\u2013and everything else they took away from this year\u2019s Podcast Movement.\nBryan 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\u2019s surge, programmatic momentum, and frequency as the new buzzword.\nThese topics are not going away\u2013so get the scoop from our boots on the ground. This week’s episode is brought to you by our friends at\u00a0Podscribe.\n\u201cThe [podcasting] space changes every two years. It feels like a brand new industry.\u201d – Bryan Barletta, founder of Sounds Profitable and President of Podcast Movement\nThe 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\u2019s 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.\nVideo is Here\u2026 Forever: Simulcast isn\u2019t new\u2014but 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\u2019s trying to answer (we\u2019re doing\u00a0our part!)\nIt\u2019s About Relationships: Our panel was unanimous: the real ROI of Podcast Movement isn\u2019t what happens on stage, it\u2019s 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\u2014the kind no email, Slack thread, or Zoom call could ever replicate.\nFor more of the conversation regarding all things Podcast Movement-Dallas, join our exclusive panel at one of the links below.\n\n\n\n\n\nDid you know that you can measure audio ads with as much or more precision as other digital channels?\nPodscribe 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.\nSee in real time which shows, episodes, creatives, audience segments, devices, geos and much more performed best. Quantify audio\u2019s holistic impact with real-time incrementality, and seamlessly integrate your results into your MTA or MMM through the API.\nWhether 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.\nReady to see what smart audio measurement looks like? Sign up here\u00a0with promo code NEW20 to get 20% off your first 3 months, or email us at partnerships@podscribe.com to get started.\n\nThe Classifieds\n\nFighting Fire with Fire\nNetwork:\u00a0The Daily Wire \/ Monthly Downloads:\u00a0750k\nA lot of energizing conversations were just had at\u00a0Podcast Movement,\u00a0but the ones that will have the most follow-ups surround custom integrations.\u00a0The 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.\nGet The Deal\n\nRelease The Drama Files!\nNetwork:\u00a0Libsyn \/ Monthly Downloads:\u00a0200k\nIt\u2019s not just new shows that are focusing on larger integrations. Reliable top performers are also finding unique ways to engage with their audiences, and\u00a0Nick Viall\u00a0and\u00a0Natalie Joy\u00a0certainly know how. Viall (The Bachelor,\u00a0The 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\u00a0Love Island,\u00a0Love is Blind,\u00a0and\u00a0Vanderpump Rules. In accordance with the show\u2019s popularity, many personalities have graced the podcast for exclusive interviews, including recent high-profile guests such as director\u00a0James Gunn,\u00a0RHOSLC\u00a0Monica Garcia, and\u00a0Perfect Match\u2019s\u00a0Daniel\u00a0and\u00a0Lucy.\u00a0While 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.\nGet The Deal\n\nIn Case You Missed It\nMagellan AI\u2019s Latest Benchmark Report Shows Spend Is Up\nMagellan AI\u2019s quarterly benchmark report\u00a0shows 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\u20133,000) averaged ~$39K in monthly revenue. Ad load also continues to increase, with Q2 averaging 8.13%. This is evidence that growth isn\u2019t 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.\nRead More\nTalk Shows Are Out, Podcasts Are In\nPodcasting is seeing a decline in narrative-style productions, while chat-driven shows, usually in a video-first format, are increasing in dominance. Personalities like\u00a0Theo Von,\u00a0Mel 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\u2019s the casual talk-show style format that\u2019s capturing consumer attention. For marketers, take note of this trend.\nRead More\nNo More \u201cBye Bye Booey”?\nHoward Stern\u00a0has reportedly signed a new deal with\u00a0SiriusXM, even as speculation swirled about his potential retirement. The agreement reportedly secures Stern\u2019s 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\u2019s loyal audience. We covered\u00a0The Sun\u00a0story about Howard\u2019s 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\u2013we\u2019ll know for sure when he comes back from vacation next week.\nRead More\n\n#SaveTheLiveReads\n\nEarnIn with the Brohios\nThis week\u2019s\u00a0EarnIn\u00a0shoutout by the\u00a0Brohio podcast\u00a0Bros,\u00a0Delicious 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\u2014running low on cash before payday\u2014and immediately pull listeners in with humor and honesty. Their storytelling is lively and specific, making EarnIn\u2019s 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\u2019s features\u2014$150 a day, $750 between paychecks\u2014entices the audience. It\u2019s not just informative; it\u2019s 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\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nThe State of Audio 2025: Chaos, Clarity, and the Frequency Fight Ahead\nAudio is having its chaotic-teenager moment in 2025: growing fast, experimenting wildly, and leaving brands scrambling to keep up. Oxford Road\u2019s new\u00a0State of Audio Advertising\u00a0report doesn\u2019t just document the madness, but calls it out;\u00a0calling 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3471,"title":"Podcast Movement 2025 and Beyond: Bryan Barletta Tells Our Team What Comes Next","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/08\/Captura-de-pantalla-2025-11-27-191611.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-movement-2025-and-beyond-bryan-barletta-tells-our-team-what-comes-next\/","date":"August 27, 2025","description":"This week on the Media Roundtable, we\u2019re taking you inside\u00a0Podcast Movement 2025. While the major players of the industry gathered in Dallas, breaking news hit the scene: Sounds Profitable has merged with Podcast Movement.\nOn this episode, host\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) recaps the event with team members\u00a0Courtney O\u2019Connor\u00a0(Director, Podcast Media,\u00a0Oxford Road),\u00a0Julia Palermo\u00a0(Audio Media Buyer & Planner,\u00a0Oxford Road), and\u00a0James Ingrassia\u00a0(EVP, Strategy & Insights,\u00a0Oxford Road)\u2014plus a special guest appearance from\u00a0Bryan Barletta\u00a0(Founder of\u00a0Sounds Profitable) and newly named President of\u00a0Podcast Movement. Together, they unpack what the merger means for creators, advertisers, and the future of industry events\u2013and everything else they took away from this year\u2019s Podcast Movement.\nBryan 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\u2019s surge, programmatic momentum, and frequency as the new buzzword.\nThese topics are not going away\u2013so get the scoop from our boots on the ground. This week’s episode is brought to you by our friends at\u00a0Podscribe.\n\u201cThe [podcasting] space changes every two years. It feels like a brand new industry.\u201d – Bryan Barletta, founder of Sounds Profitable and President of Podcast Movement\nThe 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\u2019s 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.\nVideo is Here\u2026 Forever: Simulcast isn\u2019t new\u2014but 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\u2019s trying to answer (we\u2019re doing\u00a0our part!)\nIt\u2019s About Relationships: Our panel was unanimous: the real ROI of Podcast Movement isn\u2019t what happens on stage, it\u2019s 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\u2014the kind no email, Slack thread, or Zoom call could ever replicate.\nFor more of the conversation regarding all things Podcast Movement-Dallas, join our exclusive panel at one of the links below.","landing_redirection":""},{"id":3467,"title":"This Week\u2019s Influencer: Oxford Road CEO\u2019s State of Advertising Address; Taylor Swift\u2019s Podcast Debut; Nielsen\u2019s Annual Podcast Report, + More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-190111.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-audio-advertising-2025-finding-our-frequency-at-the-cao-summit-2\/","date":"August 20, 2025","description":"This week on\u00a0Media Roundtable, we\u2019re 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?\nThis episode is a recording of\u00a0Dan Granger\u2019s keynote presentation of\u00a0Oxford Road\u2019s annual State of Audio Advertising report, which gave attendees the answer.\nThe free report is available too\u2013download it now\u00a0for the full experience.\nIn his address, Dan touches on the industry\u2019s most pressing topics\u2014attribution, fragmentation, and the rise of video\u2014calling marketers to mobilize around standards that unlock growth. He introduces new data from Oxford Road\u2019s upcoming \u201cWhat Brands Want\u201d survey, challenges assumptions about channel spend versus consumption, and gives Chief Audio Officers in attendance a road map for the year ahead.\n\u201cWhen we define the medium, we can align on metrics. And when we align on metrics, we can unlock scale.\u201d –\u00a0Dan Granger, CEO of\u00a0Oxford Road\nMetric Mayhem:\u00a0From 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.\nThe YouTube Effect: With 25% of U.S. podcast consumption happening on YouTube, the dynamic is shifting between platforms. For advertisers, it\u2019s both a gift (scale) and a hazard (measurement headaches).\nUncluttered Advantage:\u00a0Compared to TV and social, podcasts remain cost-effective and relatively ad-light, making them one of the best buys in media.\nTo catch up on all the groundbreaking revelations and strategies from CAO \u201825, click the play button on one of the links below.\n\n\n\nDownload the full report here\n\nThe Classifieds\n\nEmbracing \u201cBecause\u201d Instead of \u201cWhy?”\nNetwork:\u00a0Realm \/ Monthly Downloads: 1.5m\nLeadership is an evolving discipline that many people struggle to perfect.\u00a0Mick Hunt\u00a0has been on a path to propel others forward through the power of purpose. Hunt grew multiple businesses and graced the\u00a0Forbes Business Council\u00a0before writing his bestselling book\u00a0How to Be a Good Leader. In his chart-topping Leadership podcast from\u00a0Realm, 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\u2019s 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.\nGet The Deal\n\n\u00a0Psalms & Syrups\nNetwork:\u00a0Audacy \/ Monthly Downloads:\u00a035k\nAudio is consistently linked to intimate vulnerability, so it makes sense that we hear a lot of religious podcasts that contain raw truths.\u00a0Ally Yost\u00a0has 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\u2019s 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\u2019re 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\u2019ll take cream, two sugars, and a slice of the link below, please!\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s Tay Tay\u2019s World, We Just Live Here\nSwifties across the podcast world finally got their wish\u2013Taylor\u00a0finally appeared on\u00a0New Heights\u2013and 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\u2019s 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 \u201cPodcast Election\u201d, Taylor\u2019s 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 \u201cshowgirl\u201d still knows how to dazzle, whether it\u2019s in a bejeweled bodysuit or a podcasting studio.\nRead More\nRadio Discovers Local Content is Important\nAn article in\u00a0RadioInk\u00a0highlights 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\u2014and make no mistake, radio is a local medium by a wide margin\u2014is 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.\nRead More\nNielsen Drops Its Annual Podcast Report\nNielsen\u2019s\u00a0latest \u201cPodcasting Today\u201d 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\u2019s report echoes\u00a0Edison\u2019s report\u00a0shared last week\u2014the 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\u2019t slowing down; it\u2019s becoming more multifarious.\nRead More\n\n#SaveTheLiveReads\n\nAdios, Language Learning Anxiety!\nThe Anxiety Coaches\u00a0are back as\u00a0Gina Ryan\u00a0delivers this week\u2019s #STLR, featuring the perfect tool to avoid those cringe-worthy moments when your foreign language skills are no bueno\u2014Babbel! We\u2019ve 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\u2019s practical, real-world lessons shows listeners it\u2019s something they can stick with\u2014and wrapping it up with a significant 55% discount makes hitting \u201csign up\u201d feel like a total no-brainer, or una buena opci\u00f3n. Listen below and hear for yourself. \u00a1Disfruta la escucha!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOxford Road Cracks YT Measurement\nEveryone in podcasting has been asking the same question: How do you measure YouTube podcast ads when the platform won\u2019t let you? Influencer readers and CAOs already know, Oxford Road just answered it at last month\u2019s CAO event. Numerous industry publications are mentioning this breakthrough, including\u00a0Inside Radio,\u00a0Ads of Brands,\u00a0Podcast News Daily,\u00a0Podcasting Today, and\u00a0Roastbrief. By teaming up with Media IDentity Graph (MIDG), we built a way to measure ads inside YouTube\u2019s walled garden (without peeking over the fence). The research shows YouTube podcast audiences skew younger, male, and a bit less diverse\u2014different 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.\nRead More\nMRT Named \u201cMust-Listen Podcast About Podcasts”\nWe\u2019re thrilled that our own\u00a0Media Roundtable\u00a0was featured in\u00a0Podglomerate\u2019s\u00a0exclusive list of \u201c18 Must-Listen Podcasts About Podcasts\u201d\u2014a curated celebration of the best shows exploring the craft, the industry, and the future of podcasting. This shout-out isn\u2019t just recognition\u2014it\u2019s validation. Oxford Road\u2019s MRT inclusion underscores our role not only as sharers of measurement innovation and thought leadership (like our \u201cWhat Is a Podcast?\u201d white paper with Edison Research)\u2014but also as champions of deeper conversations that propel the podcasting ecosystem forward. Thanks to Podglomerate for spotlighting voices that help the medium grow smarter.\nRead More\nWondery\u2019s Recalibration is a Turning Point\nIn the latest Podnews Weekly Review, hosts\u00a0James Cridland\u00a0and\u00a0Sam Sethi\u00a0unpacked Amazon\u2019s sweeping restructure of Wondery, choosing to\u00a0separate their audio and video\u00a0business.\u00a0Dan Granger\u2019, CEO of\u00a0Oxford 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\u00a0Patreon’s $10B creator milestone,\u00a0Spotify\u2019s new UK age-verification rules, and\u00a0Riverside’s expansion into hosting\u2014cementing Oxford Road\u2019s role as a thought leader driving the conversation on where podcasting goes next.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3462,"title":"The State of Audio Advertising 2025: Finding Our Frequency at the CAO Summit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-190050.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-audio-advertising-2025-finding-our-frequency-at-the-cao-summit\/","date":"August 20, 2025","description":"This week on\u00a0Media Roundtable, we\u2019re 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?\nThis episode is a recording of\u00a0Dan Granger\u2019s keynote presentation of\u00a0Oxford Road\u2019s annual State of Audio Advertising report, which gave attendees the answer.\nThe free report is available too\u2013download it now\u00a0for the full experience.\nIn his address, Dan touches on the industry\u2019s most pressing topics\u2014attribution, fragmentation, and the rise of video\u2014calling marketers to mobilize around standards that unlock growth. He introduces new data from Oxford Road\u2019s upcoming \u201cWhat Brands Want\u201d survey, challenges assumptions about channel spend versus consumption, and gives Chief Audio Officers in attendance a road map for the year ahead.\n\u201cWhen we define the medium, we can align on metrics. And when we align on metrics, we can unlock scale.\u201d –\u00a0Dan Granger, CEO of\u00a0Oxford Road\nMetric Mayhem:\u00a0From 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.\nThe YouTube Effect: With 25% of U.S. podcast consumption happening on YouTube, the dynamic is shifting between platforms. For advertisers, it\u2019s both a gift (scale) and a hazard (measurement headaches).\nUncluttered Advantage:\u00a0Compared to TV and social, podcasts remain cost-effective and relatively ad-light, making them one of the best buys in media.\nTo catch up on all the groundbreaking revelations and strategies from CAO \u201825, click the play button on one of the links below.\n\n\n\nDownload the full report here","landing_redirection":""},{"id":2038,"title":"The State of Audio Advertising 2025","blurb":"\r\n","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/soundwave.png","image_alt":"soundwave","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/soaa25\/","date":"August 20, 2025","description":"","landing_redirection":""},{"id":2097,"title":"Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/aIvuQKTt2nPbZoPi_OXFORd_Whitepaper_WAP_cover.png","image_alt":"whitepaper mic","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/simulcast\/","date":"August 13, 2025","description":"","landing_redirection":""},{"id":3458,"title":"This Week\u2019s Influencer: Unveiling Groundbreaking V-Cast Attribution; 3 Edison Hits To Review; Tinx Lathers On The Praise For Clarins, and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/08\/Captura-de-pantalla-2025-11-27-184418.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-industry-first-breakthrough-on-youtube-podcast-attribution-cao-summit-exclusive-2\/","date":"August 12, 2025","description":"In This Week’s Ep: Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive)\n\nThis week on the Media Roundtable, we\u2019re 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\u2014or at least how they measure it\u2013forever.\nLed by our own\u00a0Giles Martin\u00a0(EVP, Strategy & Insights,\u00a0Oxford 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\u00a0Keith Friedenberg\u00a0of Media IDentity Graph (MIDG), measures what marketers have only guessed at\u2014and proves YouTube podcast ads can deliver statistically significant lift.\nThis episode is a companion to our groundbreaking white paper,\u00a0Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement, available NOW for free..\nThe team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more. Let\u2019s dig in\u2026\n\n\n“To our knowledge, this is the first time YouTube podcast impressions have been specifically measured\u2014and we\u2019ve been able to put a number on what they contribute to a client\u2019s business. – Giles Martin (EVP, Strategy & Insights, Oxford Road)\n\n \nProof 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.\nNo More Apples to Oranges: YouTube podcasts and audio-only just entered the same weight class. Let the budget reallocations begin!\nThe First Step Toward Standarization: This breakthrough gives the industry a foothold for building universal simulcsat measurement benchmarks, something advertisers have been asking for loudly.\nDive into all things measurement in the episode below, and make sure to read our white paper to learn about this breakthrough in YouTube attribution.\n\n\n\nDownload the report\n\nThe Classifieds\n\nMillennial News Network Gets a Gen Z Addition\nNetwork:\u00a0The Daily Wire \/ Monthly Downloads:\u00a0150k\nThe Daily Wire\u00a0is continuing to expand its roster by bringing on author, influencer, and podcast host\u00a0Isabel Brown. Brown gained recognition as a Gen Z conservative figure with her 2021 book,\u00a0Finding 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\u00a0Westwood 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.\nGet The Deal\n\nSalt, Sugar, Acid, and Heat\nNetwork:\u00a0Big Little Media \/ Monthly Downloads:\u00a025k\nAudio can make you feel seen and heard, but did you know it can also summon your appetite? Whether you\u2019re a foodie, chef, or simple lover of cuisine, this has always been true. Food critics and hosts\u00a0Aliza Abarbanel\u00a0and\u00a0Matt 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\u2019t cry over spilled milk; we\u2019ll save you a slice via the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcast Fusion: Holy Grail or Hype Train?\nEdison Research\u00a0and\u00a0Nielsen\u00a0are teaming up to unveil Nielsen Podcast Fusion\u2014a shiny, \u201cfirst-of-its-kind\u201d dataset promising to finally connect the dots between podcasts, TV, radio, digital, and social. In theory, it\u2019s the holy grail of media planning: one place to plan, optimize, and compare it all. But if\u00a0history has taught us anything, it\u2019s 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\u2014and a dash of skepticism. We\u2019ll be watching closely to see if this is the bridge we\u2019ve been waiting for\u2026 or just another scenic detour.\nRead More\nCalling All CAOs: \u00a0The Youth Are Listening\nOur 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,\u00a0Edison Research\u2019s 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.\nRead More\nSip Your Tea: The British (Pod) Invasion is Here\nEdison 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\u2019ve 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.\nRead More\n\n#SaveTheLiveReads\n\nTinx Has the Clarins Beauty Secret\nChristina Najjar, best known as\u00a0Tinx\u00a0from her podcast\u00a0It\u2019s Me, Tinx, is one of audio\u2019s biggest names. In this week’s #STLR review, she leaves listeners feeling like they\u2019re hearing a beauty hack straight from their best friend. Tinx kicks things off by raving about\u00a0Clarins\u2019 new Double Serum, mixing in just enough science to make you believe in the efficacy without feeling like a lecture. Her excitement is contagious\u2014she\u2019s \u201cslathering\u201d 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\u2019s the kind of pitch that makes listeners think, \u201cokay bestie, I\u2019m all in for Clarins\u201d.\nListen Here\nContact us for a Consultation\u00a0\n\n\nThis week’s\u00a0Influencer\u00a0is sponsored by our friends at\u00a0The Trade Desk. Click the image above to take your omnichannel campaigns to the next level.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3454,"title":"Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/08\/Captura-de-pantalla-2025-11-27-184510.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-industry-first-breakthrough-on-youtube-podcast-attribution-cao-summit-exclusive\/","date":"August 12, 2025","description":"In This Week’s Ep: Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive)\n\nThis week on the Media Roundtable, we\u2019re 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\u2014or at least how they measure it\u2013forever.\nLed by our own\u00a0Giles Martin\u00a0(EVP, Strategy & Insights,\u00a0Oxford 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\u00a0Keith Friedenberg\u00a0of Media IDentity Graph (MIDG), measures what marketers have only guessed at\u2014and proves YouTube podcast ads can deliver statistically significant lift.\nThis episode is a companion to our groundbreaking white paper,\u00a0Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement, available NOW for free..\nThe team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more. Let\u2019s dig in\u2026\n\n\n“To our knowledge, this is the first time YouTube podcast impressions have been specifically measured\u2014and we\u2019ve been able to put a number on what they contribute to a client\u2019s business. – Giles Martin (EVP, Strategy & Insights, Oxford Road)\n\n \nProof 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.\nNo More Apples to Oranges: YouTube podcasts and audio-only just entered the same weight class. Let the budget reallocations begin!\nThe First Step Toward Standarization: This breakthrough gives the industry a foothold for building universal simulcsat measurement benchmarks, something advertisers have been asking for loudly.\nDive into all things measurement in the episode below, and make sure to read our white paper to learn about this breakthrough in YouTube attribution.\n\n\n\nDownload the report","landing_redirection":""},{"id":3452,"title":"This Week\u2019s Influencer: Podcast Pioneer Guy Raz Tells Us \u201cHow He Built That\u201d; Howard Stern Show Cancelled?; Amazon Dismantles Wondery; and more","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/08\/Captura-de-pantalla-2025-12-10-205518.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-we-built-this-guy-raz-on-intimacy-independence-and-whats-worth-preserving-in-podcasting-2\/","date":"August 5, 2025","description":"This week, we\u2019re sharing one of the long-form interviews that helped create the\u00a0What\u2019s a Podcast?\u00a0series. This edition of The Extended Interviews features one of the voices that helped build the podcast industry as we know it:\u00a0Guy Raz.\nDan Granger\u00a0(CEO and Founder,\u00a0Oxford Road) sits down with the creator of\u00a0How I Built This\u00a0to talk about \u201cHow We Built This\u201d\u2014i.e. how podcasting went from media exile to a mainstream power player\u2014and what\u2019s 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\u2019s Mount Rushmore. The blueprint to greatness is as follows:\n\n\u201cI wanted to make things that inspire people\u2026 and I found podcasting was the place to do that.\u201d –\u00a0Guy Raz (Creator, How I Built This)\n\nThe Podcast Intimacy Advantage: here\u2019s 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\u2019t replicate, and why there will always be room for content that\u2019s audio-first.\nVideo is the Add-On, Not the Engine: Yes, he\u00b4s 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.\nFrom Gatekeepers to Garage Tinkerers:\u00a0Guy 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\u2019t need permission to start then-you don\u2019t need permission now-and that freedom is worth defending.\nIn a moment of rapid evolution for the podcasting industry, Guy Raz offers a rare blend of creative insight and operational clarity on what\u2019s worth preserving \u2014 and what\u2019s 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.\nFor more tips on creating your podcasting empire, click one of the links below to listen to the full episode.\n\n\n\n\nThe Classifieds\n\nYou\u2019re Going to Need a Bigger Boat\nNetwork:\u00a0Cloud10 \/ Monthly Downloads:\u00a050k\nIt 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\u2019s plenty of great podcasts available to pick up that slack.\u00a0Sophie Ross\u00a0and\u00a0Christy Leung\u00a0are 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\u2019ll enjoy getting lost in. This podcast has been recently acquired by\u00a0Cloud10 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.\nGet The Deal\n\nThe Best There Is, The Best There Was, And The Best There Ever Will Be\nNetwork:\u00a0Backyard Ventures \/ Monthly Downloads:\u00a0125k\nWrestling has long been seen as an insular, fringe interest, but no one has told the modern\u00a0WWE. 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\u00a0WWE channel, reaching 110M subscribers, serving to update fans on the newest storylines, characters, costumes, and fight choreography. Hosts\u00a0Sam Roberts\u00a0and\u00a0Megan 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\u2019s 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\u2019, seek the link below for more information.\nGet The Deal\n\nIn Case You Missed It\nAmazon’s Podcasting Reorg\nAmazon\u00a0announced the dismantling of its\u00a0Wondery\u00a0podcast studio on Monday, resulting in approximately 110 layoffs and the exit of Wondery CEO\u00a0Jen Sargent. In a significant restructuring, Wondery\u2019s award-winning narrative podcasts (like\u00a0Dr. Death) will be integrated into Audible, while high-profile, creator-hosted podcasts such as\u00a0Armchair Expert\u00a0will remain under the Wondery brand but be managed by a new Creator Services team. If you follow Oxford Road on\u00a0LinkedIn, you’ll know that we covered this news Monday. Our take: Amazon\u2019s 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.\nRead More\nThe End is Nigh for Howard Stern? The Sun Says So\nThe US version of\u00a0The Sun\u00a0claims\u00a0The Howard Stern Show\u00a0is set to be canceled by the end of 2025, when Stern\u2019s current $100 million\/year contract expires. Unnamed sources cited in the piece say\u00a0SiriusXM\u00a0is unlikely to offer Stern a new deal that meets his financial expectations. If the show does end, SiriusXM could still acquire rights to Stern\u2019s vast archives and library for future use. This is all very new, and we’ll wait for independent confirmation on this story, since\u00a0The Sun isn\u2019t 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.\nRead More\nCumulus is Rumble(ing)\nCumulus Media\u00a0has announced a strategic partnership with\u00a0Rumble\u00a0to expand its reach into digital, video and podcast distribution. The deal will make\u00a0Westwood One\u00a0and\u00a0Cumulus Podcast Network\u00a0content available on Rumble\u2019s platform. Cumulus executives framed the move as a way to tap into creator-driven media and diversify revenue while leaning on Rumble\u2019s video infrastructure and growing audience base. Partnering with Rumble offers access to a fast\u2011growing, 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\u00a0delisted\u00a0by\u00a0NASDAQ\u00a0earlier this year.\nRead More\n\n#SaveTheLiveReads\n\nThe curiosity department heads\u2014aka\u00a0Design Better\u00a0hosts\u00a0Eli Woolery and Aaron Walter\u2014really outdid themselves in this week\u2019s #STLR with a masterclass (pun intended) on creativity, growth, and excellence. These two aren\u2019t just reading copy\u2014they\u2019ve taken 20 classes on\u00a0MasterClass 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\u2014making this pitch not just motivating, but a total no-brainer.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORD In The News\nCAO Summit Proved Why Audio Still Reigns Supreme\nThe 2025 CAO Summit may be behind us, but the buzz hasn\u2019t dulled. This week\u2019s LinkedIn reflections from industry leaders spotlight just how impactful the event was for the audio world\u2014and why it\u2019s quickly becoming a must-attend for brands, creators, and media innovators.\n\nFlight Story\u2019s\u00a0Christiana Brenton\u00a0&\u00a0Lily Taurau celebrated the summit as a catalyst for elevating industry dialogue\u2014highlighting how moments like CAO create space for bold thought leadership and reinforce the need for open distribution in a fragmented landscape.\nWondery Founder\u00a0Hernan Lopez echoed the power of immersive storytelling to break through the noise.\nBranding Consultant\u00a0Jaclyn Ruelle\u00a0emphasized how branded audio can become true culture-shaping content when paired with talkability and strategic buzz.\n\nThe CAO Summit didn\u2019t just gather the best minds in audio\u2014it inspired a renewed push toward smarter, bolder, and more integrated brand storytelling\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRubi Mora \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wies\n\n\n\n ","landing_redirection":""},{"id":3438,"title":"How We Built This: Guy Raz on Intimacy, Independence, and What's Worth Preserving in Podcasting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-180013.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-we-built-this-guy-raz-on-intimacy-independence-and-whats-worth-preserving-in-podcasting\/","date":"August 5, 2025","description":"This week, we\u2019re sharing one of the long-form interviews that helped create the\u00a0What\u2019s a Podcast?\u00a0series. This edition of The Extended Interviews features one of the voices that helped build the podcast industry as we know it:\u00a0Guy Raz.\nDan Granger\u00a0(CEO and Founder,\u00a0Oxford Road) sits down with the creator of\u00a0How I Built This\u00a0to talk about \u201cHow We Built This\u201d\u2014i.e. how podcasting went from media exile to a mainstream power player\u2014and what\u2019s 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\u2019s Mount Rushmore. The blueprint to greatness is as follows:\n\n\u201cI wanted to make things that inspire people\u2026 and I found podcasting was the place to do that.\u201d –\u00a0Guy Raz (Creator, How I Built This)\n\nThe Podcast Intimacy Advantage: here\u2019s 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\u2019t replicate, and why there will always be room for content that\u2019s audio-first.\nVideo is the Add-On, Not the Engine: Yes, he\u00b4s 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.\nFrom Gatekeepers to Garage Tinkerers:\u00a0Guy 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\u2019t need permission to start then-you don\u2019t need permission now-and that freedom is worth defending.\nIn a moment of rapid evolution for the podcasting industry, Guy Raz offers a rare blend of creative insight and operational clarity on what\u2019s worth preserving \u2014 and what\u2019s 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.\nFor more tips on creating your podcasting empire, click one of the links below to listen to the full episode.","landing_redirection":""},{"id":3444,"title":"This Week\u2019s Influencer: Purpose, People, Profit & Perfect Sunsets-CAO'25 Recap; Bezos & Local Advertisers Say Radio Works; Podload\u2019s Effect","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-173826.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sunset-vibes-and-strategy-deep-dives-highlights-from-the-third-annual-cao-summit\/","date":"July 30, 2025","description":"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\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road) and featuring guests\u00a0Alia Smith\u00a0(Associate Manager, Acquisition,\u00a0Boll & Branch),\u00a0Megan Smith\u00a0(Director of Media Strategy,\u00a0Tecovas), and Oxford Road\u2019s own\u00a0James Ingrassia\u00a0(EVP, Client Services), the episode captured the insights, inspiration, community\u2014and gorgeous sunsets\u2014that defined this year\u2019s event.\nThe team is talking: Hosts Know Their Audience Best, Industry-First Simulcast Measurement, Breakout Sessions FTW, and more. Let\u2019s jump in.\n“The best of everything you can really ask for.” –\u00a0Alia Smith\u00a0(Associate Manager, Acquisition,\u00a0Boll & Branch)\nHosts Know Their Audiences\u2026 Better Than Brands Do?:\u00a0Steven Bartlett\u00a0(The Diary of a CEO) and\u00a0Ben Shapiro\u00a0(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\u2014and Alia especially appreciated Ben\u2019s live shoutout to Boll & Branch! What really struck the panel was the similarities in approach, despite their inherent differences.\nBreaking 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.\nReal Conversations, Valuable Connections: Multiple guests praised the summit\u2019s “zero-pitch” policy. What emerged instead was real conversations between brands, creators, and strategists about what\u2019s working, what\u2019s not, and what\u2019s next. No pitches\u2014just sunsets, celebration, and connection. Megan called this year\u2019s event \u201ccomfortable, like being with friends.\u201d It\u2019s what made the CAO summit work, and what makes gathering in-person so important, especially in the age of remote work and Zooms.\nWhether 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.\n\n\n\n\nThe Classifieds\n\nMake It First. Make It Better Later.\nNetwork:\u00a0Soundrise \/ Monthly Downloads:\u00a040k\nThe phrase \u201cit\u2019s never too late\u201d is common, but the act of beginning is a long, arduous one. This is the problem that\u00a0Radiotopia\u00a0podcast host\u00a0Alex Sujong Laughlin\u00a0aims to dissect in her newest podcast,\u00a0Try Hard. Launching on 7\/28, this interesting new opportunity comes from the same team as the immensely popular show\u00a0Normal Gossip. Each episode will detail Alex\u2019s efforts to help someone try something new and follow through until they reach their goal. Whether they\u2019re 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.\nGet The Deal\n\nSpoiler: There Isn\u2019t One\nNetwork:\u00a0SiriusXM Podcasts \/ Monthly Downloads: 500k\nStephanie Soo\u00a0is not a new name in podcasting, but this is her newest podcast with the fine folks at\u00a0SiriusXM 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.\u00a0Moral 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\u2019t 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.\nGet The Deal\n\nIn Case You Missed It\nAmazon’s Audio Math Equals Success\nAmazon, a company that measures everything, recently turned to audio to boost Prime Day sales. The conclusion? AM\/FM radio advertising significantly boosted\u00a0Amazon Prime Day\u00a02025 sales, helping drive $23.8 billion in spending. A\u00a0Quantilope\u00a0study 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\u00a0Westwood 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.\nRead More\nPinpointing with Local Radio\nZoneCasting\u2122\u00a0technology 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\u00a0FCC. 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.\nRead More\nPatience Please: 3 Minutes to Tune In\nReported by\u00a0Sounds Profitable\u00a0and originally spotlighted by\u00a0James Cridland in Podnews, there’s a\u00a0Reddit 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.\nRead More\n\n#SaveTheLiveReads\n\nGoodbye Internet \u201cDoctors\u201d\nHosts of the\u00a0Get the Hell Out of Debt\u00a0podcast\u2014award-winning, bestselling author\u00a0Erin Skye Kelly\u00a0and her best friend\u00a0Keri Blakeney\u2014manage to make both money and going to the doctor feel fun in this week\u2019s #STLR for\u00a0Zocdoc! Their sharp humor and clever nods to pop culture engage listeners right away, setting up a health-related dilemma we\u2019ve all faced: too many TikTok hacks, not enough actual medical advice. The transition to Zocdoc is seamless and compelling, with Erin\u2019s personal story giving the ad heart and credibility. Their clear breakdown of how Zocdoc works\u2014filtering by insurance, location, and real patient reviews\u2014reinforces 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\u2019s financial wellness we can all get behind.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nRuby Mora\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\n\n\n\n ","landing_redirection":""},{"id":3439,"title":"Sunset Vibes and Strategy Deep Dives: Highlights from the Third Annual CAO Summit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-173708.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sunset-vibes-and-strategy-deep-dives\/","date":"July 30, 2025","description":"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\u00a0Giles Martin\u00a0(EVP, Strategy,\u00a0Oxford Road) and featuring guests\u00a0Alia Smith\u00a0(Associate Manager, Acquisition,\u00a0Boll & Branch),\u00a0Megan Smith\u00a0(Director of Media Strategy,\u00a0Tecovas), and Oxford Road\u2019s own\u00a0James Ingrassia\u00a0(EVP, Client Services), the episode captured the insights, inspiration, community\u2014and gorgeous sunsets\u2014that defined this year\u2019s event.\nThe team is talking: Hosts Know Their Audience Best, Industry-First Simulcast Measurement, Breakout Sessions FTW, and more. Let\u2019s jump in.\n“The best of everything you can really ask for.” –\u00a0Alia Smith\u00a0(Associate Manager, Acquisition,\u00a0Boll & Branch)\nHosts Know Their Audiences\u2026 Better Than Brands Do?:\u00a0Steven Bartlett\u00a0(The Diary of a CEO) and\u00a0Ben Shapiro\u00a0(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\u2014and Alia especially appreciated Ben\u2019s live shoutout to Boll & Branch! What really struck the panel was the similarities in approach, despite their inherent differences.\nBreaking 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.\nReal Conversations, Valuable Connections: Multiple guests praised the summit\u2019s “zero-pitch” policy. What emerged instead was real conversations between brands, creators, and strategists about what\u2019s working, what\u2019s not, and what\u2019s next. No pitches\u2014just sunsets, celebration, and connection. Megan called this year\u2019s event \u201ccomfortable, like being with friends.\u201d It\u2019s what made the CAO summit work, and what makes gathering in-person so important, especially in the age of remote work and Zooms.\nWhether 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.","landing_redirection":""},{"id":3428,"title":"This Week\u2019s Influencer: FlightStory\u2019s $100M \u201cNO\u201d; Marketing Brew Weighs in On Defining Podcast, Global Pods Grow, Bobby Lee Sings and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-164131.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/test-everything-flightstorys-christiana-brenton-on-building-the-worlds-fastest-growing-podcast-2\/","date":"July 23, 2025","description":"CAOs, always remember that being exclusive isn\u2019t all it\u2019s cracked up to be when open distribution is a growth strategy.\n\nThis week on the\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO and Founder,\u00a0Oxford Road) welcomes\u00a0Christiana Brenton, Co-Founder of\u00a0FlightStory.Studio\u00a0& CRO of\u00a0FlightStory, the media company behind\u00a0Diary of a CEO\u00a0(the fastest-growing podcast brand in the world!). This week\u2019s episode is sponsored by our friends at\u00a0Libsyn.\nThe team is talking: Decentralized Growth, Measurement Headaches, and Why Humility Wins. Let\u2019s jump in\u2026\n\n\n\u201cWe want to be everywhere, all the time\u2014and never reliant on one singular platform.\u201d –\u00a0Christiana Brenton\u00a0(Co-Founder & CRO,\u00a0FlightStory)\n\nOpen Distribution as a Business Model:\u00a0The $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”.\nKnow Nothing? Test Everything:\u00a0Steven 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.\nMeasurement Is Still Broken… But Preassure Can Help:\u00a0Despite 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.\nFor marketers looking to grow their audio programs without sacrificing integrity, this one\u2019s not just a good listen\u2014it\u2019s a blueprint for success!\n\n\n\n\nThe Classifieds\n\nMurder, She Wrote, then Recited\nNetwork:\u00a0QCode Media \/ Monthly Downloads: 900k\nTrue crime continues its upward ascent, and we\u2019re more than happy to celebrate it in this week\u2019s classifieds. Our first comes from a multi-talented icon: TikToker,\u00a0filmmaker, comedian, and now podcast host,\u00a0Kris 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\u00a0QCode Media,\u00a0Crime, Conspiracy, Cults and Murder\u00a0has 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\u2019s 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.\nGet The Deal\n\nBut Here\u2019s What REALLY Happened\u2026\nNetwork:\u00a0Audacy \/ Monthly Downloads: 600k\nHelming one mega-popular podcast? Why not two? These are the questions\u00a0Morgan Absher\u00a0surely asked herself before launching her newest venture with\u00a0PAVE Studios, and fellow podcaster\u00a0Kaelyn 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.\nGet The Deal\n\nIn Case You Missed It\nPodcasting\u2019s Growth Goes Beyond Reach\nAmericans now spend 773 million hours per week listening to podcasts, rising 355% since 2015, according to\u00a0Edison 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\u2019s 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\u2019s a big deal.\nRead More\nPublic Media (Almost) Defunded\nThe U.S. House of Representatives\u00a0has approved legislation cutting federal funding for the\u00a0Corporation for Public Broadcasting\u00a0(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\u00a0Alaska 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\u2019s 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.\nRead More\nLand Ho! Podcasting\u2019s Global Expansion\nPodcasting 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.\u00a0Magellan 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\u2014US 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\u2019s good news for marketers with international ambitions. If that sounds like you, let\u2019s talk. We\u2019ve got the expertise to help you navigate international waters.\nRead More\n\n#SaveTheLiveReads\n\nBobby Lee Drops New Shopify Single\nListeners of\u00a0TigerBelly\u00a0with\u00a0Bobby Lee\u00a0and\u00a0Khalyla\u00a0were recently treated to something truly unforgettable in this week\u2019s #STLR\u2014a full-blown musical tribute inspired by their love of\u00a0Shopify. These two have clearly mastered the art of personalization, kicking things off with an improvised jingle that\u2019s equal parts hilarious and catchy, guaranteed to stick in your head. Their playful chemistry and high-energy delivery feel perfectly in tune with the\u00a0TigerBelly\u00a0brand, turning a simple endorsement into pure entertainment. Backed by their real-world experience using Shopify to sell\u00a0TigerBelly\u00a0merch, their praise is both authentic and persuasive. With a clear call to action and a strong emotional hook, The\u00a0TigerBelly crew effortlessly positions Shopify as the must-have platform for anyone ready to launch or elevate their online business.\nListen Here\nContact us for a Consultation\n\nOXFORD In The News\nAudio’s Video Makeover\nRegular readers already know\u00a0Dan Granger\u00a0(CEO and Founder,\u00a0Oxford 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\u2014it\u2019s enhancing it, but only when used with intention. If you haven\u2019t yet listened to this week\u2019s\u00a0MRT\u00a0episode, now would be a good time.\nRead More\n\n\nLibsyn, the original podcast hosting platform, has been driving innovation in content publishing, measurement, and monetization for more than 20 years. Now, with\u00a0Libsyn Ads\u00a0(formerly AdvertiseCast) brands can seamlessly connect with engaged audiences across thousands of podcasts, spanning every category.\nFrom\u00a0premium host-read sponsorships to scalable programmatic buying, Libsyn Ads delivers flexible solutions tailored to your campaign goals. Get\u00a0the reach and advanced tools of an enterprise platform, paired with the\u00a0customization and tailored touch of a specialty partner. Be heard by\u00a0millions of listeners each month\u2014on the platform that made podcasting what it is today. Visit advertising.libsyn.com to speak with a Libsyn Podcast Advertising Specialist today.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle JelinekKristen LarsonHaley Wiese\nRubi Mora\nShelley Kilburn – we miss you already! Best of luck on your next adventure\u00a0","landing_redirection":""},{"id":3417,"title":"Test Everything: FlightStory's Christiana Brenton on Building The World's Fastest-Growing Podcast","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-164203.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/test-everything-flightstorys-christiana-brenton-on-building-the-worlds-fastest-growing-podcast\/","date":"July 23, 2025","description":"CAOs, always remember that being exclusive isn\u2019t all it\u2019s cracked up to be when open distribution is a growth strategy.\n\nThis week on the\u00a0Media Roundtable: Special Edition,\u00a0Dan Granger\u00a0(CEO and Founder,\u00a0Oxford Road) welcomes\u00a0Christiana Brenton, Co-Founder of\u00a0FlightStory.Studio\u00a0& CRO of\u00a0FlightStory, the media company behind\u00a0Diary of a CEO\u00a0(the fastest-growing podcast brand in the world!). This week\u2019s episode is sponsored by our friends at\u00a0Libsyn.\nThe team is talking: Decentralized Growth, Measurement Headaches, and Why Humility Wins. Let\u2019s jump in\u2026\n\n\n\u201cWe want to be everywhere, all the time\u2014and never reliant on one singular platform.\u201d –\u00a0Christiana Brenton\u00a0(Co-Founder & CRO,\u00a0FlightStory)\n\nOpen Distribution as a Business Model:\u00a0The $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”.\nKnow Nothing? Test Everything:\u00a0Steven 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.\nMeasurement Is Still Broken… But Preassure Can Help:\u00a0Despite 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.\nFor marketers looking to grow their audio programs without sacrificing integrity, this one\u2019s not just a good listen\u2014it\u2019s a blueprint for success!","landing_redirection":""},{"id":3411,"title":"This Week\u2019s Influencer: Where Podcasting Goes Next: Evan Shapiro Maps the Future; Texas Creators Step Up; Gen Z Redefines Audio Engagement & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-161634.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-where-podcasting-goes-next-evan-shapiro-maps-the-future-texas-creators-step-up-gen-z-redefines-audio-engagement-more\/","date":"July 9, 2025","description":"Where\u2019s Podcasting headed? Easy-just follow the cartographer\u2019s map.\nThis week on \u201cWhat\u2019s a Podcast? – The Extended Interviews,\u201d\u00a0Evan Shapiro\u00a0(renowned\u00a0Media Universe Cartographer) brings his\u00a0latest industry map\u00a0to share with\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) how and why podcasts should expand into other mediums.\nAt\u00a0IFC, Evan pioneered the podcast-to-TV pipeline (Comedy Bang Bang,\u00a0WTF with Marc Maron). Now he navigates uncharted media waters with his show\u00a0The Media Odyssey. He\u2019s a perfect guide for this podcast voyage.\nThe team is talking: In Creators We Trust, Podcasting\u2019s New Identity, Audience Connection, and more. Let\u2019s dig in.\n\u201c[Podcasting] was the first form of the creator economy.\u201d –\u00a0Evan Shapiro\u00a0(renowned\u00a0Media Universe Cartographer)\nCreators 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: \u201cThis fall, when\u00a0Joe Rogan decided the election\u00a0and\u00a0Jake Paul broke Netflix… was the moment where the creator economy took control.\u201d CAOs: podcasters are in the driver\u2019s seat. Work with creators both you AND the audience trust. Together, you\u2019ll drive off into the sunset.\nPodcast’s Re-Defining Moment: With podcasting\u2019s growth in video and listeners consuming different types of show content, should podcasting be renamed? Evan says yes. Evolution is in podcasting\u2019s DNA: the name itself came from the iPod, a beloved artifact of our digital past. The medium has always needed redefining. For Evan, it\u2019s not about extinction. It\u2019s about evolution.\nChoice and Connection: Video isn\u2019t a competitor, it\u2019s a colleague. Podcasts\u2019 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\u2013which video and audio podcasts both deliver.\nWant more of our media cartographer’s insights? Tune into the full episode below.\n\n\n\n\nThe Classifieds\n\nDon\u2019t Mess With Texas\nNetwork:\u00a0Washed Media \/ Monthly Downloads: 65K \/\u00a0Current Civility Score: 74, MEDIUM\nIn light of the heartbreaking floods that have recently devastated Central Texas, we\u2019re showcasing two Texan podcasts that have focused recent episodes on charitable donations to organizations like\u00a0World Central Kitchen, and others. Our first podcast features hosts\u00a0Dillon Cheverere,\u00a0Dave Ruff, and\u00a0Will deFries, who dwell deep in the heart of Austin. Their fervent appreciation of the city\u2019s culture, eateries, and events has long been part of their branding. In their weekly segment \u201cThis Weekend in Fun\u201d they often talk about their love of the city\u2019s great BBQ, sporting events, and live music. The threesome have been longtime collaborators, working together on various projects under the\u00a0Washed Media banner, and it shows in the ease and familiarity of their vicarious banter. Most of the podcast\u2019s 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.\nGet The Deal\n\nY\u2019All Come Back Now, Ya Hear?\nNetwork:\u00a0City Cast \/ Monthly Downloads: 5K\nCity Cast\u00a0is an assemblage of local news podcasts that cover real-time events within their communities.\u00a0City Cast Austin\u00a0is hosted by intrepid journalist and cabaret performer\u00a0Nikki DaVaughn. Recent episodes have covered everything Austin, from the best summer food trucks and the reemergence of\u00a0SXSW, to pending legislation on the governor\u2019s 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\u2019s: 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\u2019re looking to micro-target this market, this is a great opportunity. Join \u2018em deep in the heart of Texas, by engaging with the link below.\nGet The Deal\n\nIn Case You Missed It\nThe Kids Are Alright\nEdison Research\u00a0and\u00a0SiriusXM Media\u00a0premiered\u00a0The 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\u2019s engaged and elusive to reach via traditional means.\nRead More\nPodscribe Debuts New Planner Tool\nPodscribe\u00a0has 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\u00a0Pete Birsinger\u00a0says 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\u00a0Podscribe lower the barrier to podcast media planning, making it easier for brands to test and scale.\nRead More\nIndia: More Than Cricket & Bollywood\nBy way of our friends at\u00a0Sounds Profitable,\u00a0we have fresh insight on the podcast market in India.\u00a0The India Brand Equity Foundation\u00a0takes a look at the medium\u2019s 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.\u00a0Grand View Research\u00a0projects that with 2023\u2019s podcast revenue almost reaching half a billion in USD valuation, it\u2019s 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\u2019s growth, as well as the format\u2019s 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.\nRead More\n\nSave the Live Reads\n\n \n \n \n \nTecovas Steps Up for Texas\nThe devastating 4th of July\u00a0floods\u00a0in Central Texas have brought us all closer together in grief, prayer and relief efforts\u2014and our Texas-born & raised client,\u00a0Tecovas, is stepping up to help. The beloved all-American boot company shared on\u00a0social media\u00a0they\u2019re supporting\u00a0The Community Foundation-TX Hill Country\u2019s Kerr County Relief Fund\u00a0to help the victims of this horrific tragedy. It\u2019s times like these when companies like\u00a0Tecovas\u00a0step up to the plate for their communities. That\u2019s why we\u2019re proud to feature\u00a0Tecovas\u00a0in this week\u2019s #STLR.\u00a0Grilling JR\u00a0podcast host\u00a0Jim Ross\u00a0of\u00a0WWE\u00a0fame shares how much he loves his Tecovas boots\u2014from the easy comfort right out of the box, to how they\u2019ve upped his fashion game. J.R. elaborates on the comfort, quality, and even\u2019 family approval\u2019 in his natural, relatable cadence, ending with an offer that makes you wanna grab a pair yourself. As one of wrestling world\u2019s most iconic voices, Jim knows the importance of staying true to your audience \u2013 just like Tecovas knows how to show up for their community when it matters most.\nListen Here\nContact us for a Consultation\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky\n ","landing_redirection":""},{"id":3403,"title":"Podcast to Primetime: How Evan Shapiro Turned Audio into TV and What\u2019s Next","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-161552.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-to-primetime-how-evan-shapiro-turned-audio-into-tv-and-whats-next\/","date":"July 9, 2025","description":"Where\u2019s Podcasting headed? Easy-just follow the cartographer\u2019s map.\nThis week on \u201cWhat\u2019s a Podcast? – The Extended Interviews,\u201d\u00a0Evan Shapiro\u00a0(renowned\u00a0Media Universe Cartographer) brings his\u00a0latest industry map\u00a0to share with\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) how and why podcasts should expand into other mediums.\nAt\u00a0IFC, Evan pioneered the podcast-to-TV pipeline (Comedy Bang Bang,\u00a0WTF with Marc Maron). Now he navigates uncharted media waters with his show\u00a0The Media Odyssey. He\u2019s a perfect guide for this podcast voyage.\nThe team is talking: In Creators We Trust, Podcasting\u2019s New Identity, Audience Connection, and more. Let\u2019s dig in.\n\u201c[Podcasting] was the first form of the creator economy.\u201d –\u00a0Evan Shapiro\u00a0(renowned\u00a0Media Universe Cartographer)\nCreators 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: \u201cThis fall, when\u00a0Joe Rogan decided the election\u00a0and\u00a0Jake Paul broke Netflix… was the moment where the creator economy took control.\u201d CAOs: podcasters are in the driver\u2019s seat. Work with creators both you AND the audience trust. Together, you\u2019ll drive off into the sunset.\nPodcast’s Re-Defining Moment: With podcasting\u2019s growth in video and listeners consuming different types of show content, should podcasting be renamed? Evan says yes. Evolution is in podcasting\u2019s DNA: the name itself came from the iPod, a beloved artifact of our digital past. The medium has always needed redefining. For Evan, it\u2019s not about extinction. It\u2019s about evolution.\nChoice and Connection: Video isn\u2019t a competitor, it\u2019s a colleague. Podcasts\u2019 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\u2013which video and audio podcasts both deliver.\nWant more of our media cartographer’s insights? Tune into the full episode below.","landing_redirection":""},{"id":3395,"title":"This Week\u2019s Influencer: Kill the Word \u2018Podcast\u2019?; iHeart\/Audacy New Partnership; Podcast Interest Peaks; & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-154715.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-kill-the-word-podcast-iheart-audacy-new-partnership-podcast-interest-peaks-more\/","date":"July 2, 2025","description":"Kill the word podcast? Our expert says – yes.\nThis week on \u201cWhat\u2019s a Podcast? – The Extended Interviews,\u201d\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0AJ Feliciano\u00a0(former GM of\u00a0The Roost Network) for a deep dive on how The Roost became the in-house \u201cmedia company of tomorrow.\u201d\nAJ is all-in on 360 content. He even built a\u00a0flywheel for how podcasts can pivot to video so they can \u201cpump [distribution platforms] with all types of content.\u201d Oh, and in the podcast vs. simulcast debate? He\u2019s 11\/10 on \u201csimulcast.\u201d\nDan and AJ are also talking: Be a Mini-Disney, Everything Everywhere All at Once, Finding What Clicks, and more. Let\u2019s get into it.\n\u201cSimulcast doesn’t put itself in a box necessarily. When I’m talking to creators or fans and I say the word \u2018simulcast,\u2019 they see it\u2019s in multiple places. It just sort of clicks immediately without having to explain it.\u201d- AJ Feliciano\u00a0(former GM of\u00a0The Roost Network\n360 Experience = 360 Revenue\u00a0–\u00a0Want 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 \u2018mini-Disney,\u2019 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.\nBe Everywhere, Anywhere – The best networks work backwards. AJ says to focus on \u201ccontent efficiency.\u201d Distribute shows to as many places as you can, and\u00a0THEN\u00a0figure out how to best advertise and what the limitations are. \u201cCreate a more holistic environment to be able to make those integrations and opportunities for advertisers and audiences alike.\u201d Impressions translate to sales. Find where your fans\u2019 eyes and ears are\u2013and go there.\nCall It Like It Is –\u00a0Important truth: you\u2019re not the expert\u2013your audience is. They know where they consume content and how they consume it. And since they\u2019re engaging in multiple places, AJ argues \u201csimulcast\u201d 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.\nWant more of AJ\u2019s insights on building a media empire? Tune into the full episode below.\n\n\n\n\nThe Classifieds\n\nWhere the Deer and the Antelope Play\nNetwork:\u00a0etc \/ Monthly Downloads:70k\nMany of us may spend this Friday eating apple pie and watching fireworks, but after the festivities, it\u2019s 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\u00a0Tina and Joe\u00a0have 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\u2019re\u00a0born free, as free as the wind blows, as free as the grass grows, feel free to click below for more.\nGet The Deal\n\nShe\u2019s Always Keeping Us in Stitches\nNetwork:\u00a0Centus \/ Monthly Downloads: 275k\nMakers\u00a0have become new top performers for many DR heavyweights. This trend correlates with the ‘at-home\u2019creative skills like cross stitch, sewing, cosplay, and woodworking that rose in prominence on video platforms during the\u00a0Covid-19 pandemic. And while\u00a0Kathleen\u00a0spends 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.\nGet The Deal\n\n\n\n\n\n\n\n\n\nIn Case You Missed It\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nAd Perceptions Survey Reveals Big Gain for Podcasting\nA 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\u00a0Arnie Semsky\u2019s \u201c5% solution,\u201d 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\u2019t spending enough to make an impact. As the article notes, the average quarterly spend for new advertisers is just $42.1K (Magellan AI). That\u2019s not a strategy or even a serious test. Podcasting works, but only if you commit to making it work.\nRead More\nSpotify\u2019s Video Paradox\nSpotify\u2019s\u00a0new\u00a0Video Podcast Partner Program\u00a0(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\u2014which 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\u2019s being gained and what\u2019s 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.\nRead More\nAudacy and iHeartMedia Take on\u00a0Streamers\nAudacy\u00a0and\u00a0iHeartMedia\u00a0have formed a major content distribution partnership, allowing each company\u2019s podcasts and radio content to be available on the other\u2019s app. Audacy\u2019s 240+ radio brands will now stream on iHeartRadio, while iHeart content will also appear on Audacy platforms. The deal expands both companies\u2019 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\u2019t 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.\nRead More\n\n\n\n\n\n\n\n \n\n#SaveTheLiveReads\n\nEmpowering Mom and Mind with Function Health\nDr. Kat\u00a0of the\u00a0Mom and Mind podcast\u00a0tops this week\u2019s #STLR chart for eloquently sharing her experience with\u00a0Function 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\u00a0Function Health\u00a0as 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\u2019s authenticity, training, and experience validate her recommendation for\u00a0Function Health as a preferred personal health tool for lab tests, insights from top doctors, and more.\nListen Here\nContact us for a Consultation\n\n\n\n\n\n\n\n\n\nOXFORd In The News\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nPodglomerate: The Influencer is a Must-Read\nPodglomerate\u00a0made a list of great podcast newsletters, and broke their picks into categories like \u201cindustry\u201d and \u201cpodcast recommendations\u201d 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\u00a0Influencer\u00a0is 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!\nRead More\n\n\n\n\n\n\n\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0\u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nKristen Larson\nHaley Wiese\nBianca Gorodinsky","landing_redirection":""},{"id":3392,"title":"\"Kill the Word 'Podcast'\": The Roost's AJ Feliciano on How Video Blew Up the Medium in Every Sense","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-154810.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/kill-the-word-podcast-the-roosts-aj-feliciano-on-how-video-blew-up-the-medium-in-every-sense\/","date":"July 2, 2025","description":"Kill the word podcast? Our expert says – yes.\nThis week on \u201cWhat\u2019s a Podcast? – The Extended Interviews,\u201d\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0AJ Feliciano\u00a0(former GM of\u00a0The Roost Network) for a deep dive on how The Roost became the in-house \u201cmedia company of tomorrow.\u201d\nAJ is all-in on 360 content. He even built a\u00a0flywheel for how podcasts can pivot to video so they can \u201cpump [distribution platforms] with all types of content.\u201d Oh, and in the podcast vs. simulcast debate? He\u2019s 11\/10 on \u201csimulcast.\u201d\nDan and AJ are also talking: Be a Mini-Disney, Everything Everywhere All at Once, Finding What Clicks, and more. Let\u2019s get into it.\n\u201cSimulcast doesn’t put itself in a box necessarily. When I’m talking to creators or fans and I say the word \u2018simulcast,\u2019 they see it\u2019s in multiple places. It just sort of clicks immediately without having to explain it.\u201d- AJ Feliciano\u00a0(former GM of\u00a0The Roost Network\n360 Experience = 360 Revenue –\u00a0Want 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 \u2018mini-Disney,\u2019 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.\nBe Everywhere, Anywhere –\u00a0The best networks work backwards. AJ says to focus on \u201ccontent efficiency.\u201d Distribute shows to as many places as you can, and\u00a0THEN\u00a0figure out how to best advertise and what the limitations are. \u201cCreate a more holistic environment to be able to make those integrations and opportunities for advertisers and audiences alike.\u201d Impressions translate to sales. Find where your fans\u2019 eyes and ears are\u2013and go there.\nCall It Like It Is –\u00a0Important truth: you\u2019re not the expert\u2013your audience is. They know where they consume content and how they consume it. And since they\u2019re engaging in multiple places, AJ argues \u201csimulcast\u201d 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.\nWant more of AJ\u2019s insights on building a media empire? Tune into the full episode below.","landing_redirection":""},{"id":3389,"title":"This Week\u2019s Influencer: Debating Rogan\u2019s Podcast Definition, How to 12x Up Audio Performance; Podscribe\u2019s New Tools Break the Attribution Black Box","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-151501.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-debating-rogans-podcast-definition-how-to-12x-up-audio-performance-podscribes-new-tools-break-the-attribution-black-box\/","date":"June 25, 2025","description":"\u201cJoe Rogan Isn\u2019t a Podcast.\u201d\ud83d\udd25\nThis week on the Media Roundtable,\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0Steve Pratt\u00a0(Founder,\u00a0The Creativity Business, author of\u00a0Earn It: Unconventional Strategies for Brave Marketers) for a debate about Steve\u2019s article on Joe Rogan\u2019s podcast status.\nWhy? Because a podcast is still the best place for an open exchange of ideas\u2013even ideas about what is and isn\u2019t a podcast. Plus, the cement\u2019s still wet on our new podcast definition, so it\u2019s time for a gut check.\nDan and Steve also cover Picking a Platform, Earning Attention, and more. This week’s episode is sponsored by\u00a0The Daily Wire.\n\u201cConsumers 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.\u201d –\u00a0Steve Pratt\u00a0(Founder,\u00a0The Creativity Business)\nIs Joe Rogan a Podcast\u00a0 – Or is he a multi-platform media star? While Steve argues his podcasting facade\u00a0is 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\u2019s built a connection with audiences that works audio-only. CAOs, if you\u2019d trust the host to sell you something with your eyes closed, we call that a podcast.\nPick A Platform? No Need\u00a0 – The question isn\u2019t IF you should be on a platform,\u00a0it\u2019s \u201cis my audience there?\u201d Meet audiences where they\u2019re 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.\nFollow the Audience, Don\u2019t 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\u2019s good advice for everyone. How can you be so helpful that you don\u2019t just grab attention, you earn it?\nThe Full Episode: Joe Rogan isn’t a Podcast: Steve Pratt Puts Podcasting’s Definition to the Test\n\n\n\n\nThe Classifieds\n\nMoney Talks, But So Do Podcast Hosts\nNetwork:\u00a0Glassbox Media \/ Monthly Downloads:\u00a037k\nCurrent Civility Score:\u00a099, HIGH\nAs the podcast industry continues to build\u00a0trust\u00a0with audiences, many women are turning to audio to improve their financial literacy. Women often face nuanced, specific\u00a0roadblocks\u00a0to financial freedom and economic success.\u00a0Shari Rash\u00a0has recently joined the hosting duties on\u00a0Everyone’s Talkin’ Money, a podcast that aims to demystify and edify underserved communities. Whether you\u2019re 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.\nGet The Deal\n\nTwo Ladies, One Mic, and No Need for a U-Haul\nNetwork:\u00a0Fannie Co \/ Monthly Downloads:\u00a050k\nCurrent Civility Score: n\/a\nKendahl Landreth\u00a0and\u00a0Jordan Myrick\u00a0have 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\u00a0FannieCo. 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\u2019re 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\u00a0Catherine McCafferty, newlywed influencer\u00a0Remi Cruz (Parsons), and iconic YouTuber and podcast host\u00a0Shannon Beveridge. If you\u2019ve fallen in love at first sight with this Classified, follow the link below for more.\nGet The Deal\n\nIn Case You Missed It\nThere\u2019s Margin in the Mystery of Radio\nMAGNA\u2019s updated 2025 US advertising forecast shows radio\u2019s 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\u2019s 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\u2019s an opportunity. Radio is pretty much the definition of a\u00a0moneyball medium.\nRead More\nTastes Great, Less Filling\nThe\u00a0report by System1\u00a0highlights 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\u2019s 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\u00a0podcasts sit in the middle. With audio, CAOs can have their\u00a0cake and eat it too: results now, and brand equity that generates results over time.\nRead More\nBeyond the Black Box\nPodscribe\u00a0has launched three major upgrades to improve transparency and control in programmatic audio advertising. Advertisers using DSPs like\u00a0The Trade Desk\u00a0can 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\u00a0ANA. Less than half of programmatic ad spend actually reaches consumers, and this is after recent improvements! That\u2019s why Podscribe\u2019s push to bring accountability to audio\u2019s programmatic space is so timely.\nRead More\n\nSave The Live Reads\n\nWhat\u2019s Behind the Velvet Rope? Indeed!\nDavid Yontef\u00a0offers up a solid testimonial this week on his podcast\u00a0Behind the Velvet Rope, highlighting his recent experience hiring through\u00a0Indeed! Blending his personal endorsement with clear product benefits and USPs, David shares a relatable challenge\u2014the struggle to find qualified job candidates. He then demonstrates how\u00a0Indeed\u00a0directly solves that problem, while making the experience feel genuine and trustworthy. Key features like \u2018sponsored jobs\u2019 and their impact on visibility are woven into his read naturally, supported by substantiation to add credibility. Yontef\u2019s tone is enthusiastic and confident, reinforcing the product\u2019s value without sounding forced\u2014resulting in a sincere recommendation, with NO stanchions required!\nListen Here\nContact Us for a Consultation\n\n\nThe Daily Wire doesn\u2019t just comment on the culture\u2014they reshape it.\nFor 10 years, they\u2019ve challenged the gatekeepers, built real alternatives, and refused to play by the Left\u2019s rules.\nWant in? Join the most trusted voices in conservative media\u2014Ben Shapiro,\u00a0Matt Walsh,\u00a0Michael Knowles,\u00a0Dr. Jordan B. Peterson, and more\u2014at\u00a0DailyWire.com\/subscribe.\n\nGet full, uncensored daily shows.\nExclusive access to live chats with hosts, fans, and the team behind the scenes\nPremium entertainment and documentaries\u2014content that actually shifts the culture\n\nJoin Now\n\n\nOur new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space space \u2014including\u00a0Ira Glass,\u00a0Adam Carolla,\u00a0Guy 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\u00a0check it out.\n\nIf you\u2019ve read this far, thank you.\nThe Influencer\u00a0is a production from the team at\u00a0Oxford 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?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nKristen Larson\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":3359,"title":"Joe Rogan Isn\u2019t a Podcast: Steve Pratt Puts Podcasting\u2019s Definition to the Test","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/06\/Captura-de-pantalla-2025-11-27-151624.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/joe-rogan-isnt-a-podcast-steve-pratt-puts-podcastings-definition-to-the-test\/","date":"June 25, 2025","description":"\u201cJoe Rogan Isn\u2019t a Podcast.\u201d\ud83d\udd25\nThis week on the Media Roundtable,\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0Steve Pratt\u00a0(Founder,\u00a0The Creativity Business, author of\u00a0Earn It: Unconventional Strategies for Brave Marketers) for a debate about Steve\u2019s article on Joe Rogan\u2019s podcast status.\nWhy? Because a podcast is still the best place for an open exchange of ideas\u2013even ideas about what is and isn\u2019t a podcast. Plus, the cement\u2019s still wet on our new podcast definition, so it\u2019s time for a gut check.\nDan and Steve also cover Picking a Platform, Earning Attention, and more. This week’s episode is sponsored by\u00a0The Daily Wire.\n\n\n\n\n\n\n\n\n\u201cConsumers 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.\u201d –\u00a0Steve Pratt\u00a0(Founder,\u00a0The Creativity Business)\n\n\n\n\n\n\n\n\nIs Joe Rogan a Podcast\u00a0 – Or is he a multi-platform media star? While Steve argues his podcasting facade\u00a0is 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\u2019s built a connection with audiences that works audio-only. CAOs, if you\u2019d trust the host to sell you something with your eyes closed, we call that a podcast.\nPick A Platform? No Need\u00a0 – The question isn\u2019t IF you should be on a platform,\u00a0it\u2019s \u201cis my audience there?\u201d Meet audiences where they\u2019re 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.\nFollow the Audience, Don\u2019t 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\u2019s good advice for everyone. How can you be so helpful that you don\u2019t just grab attention, you earn it?\nThe Full Episode: Joe Rogan isn’t a Podcast: Steve Pratt Puts Podcasting’s Definition to the Test","landing_redirection":""},{"id":3368,"title":"This Week\u2019s Influencer: \u201cPodcast Boss\u201d John McDermott Keeps Podcasts Relevant; Giles Martin on how Advertisers Track the Wrong Signals; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/06\/Captura-de-pantalla-2025-11-27-150459.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-podcast-boss-john-mcdermott-keeps-podcasts-relevant-giles-martin-on-how-advertisers-track-the-wrong-signals-and-more\/","date":"June 18, 2025","description":"Reminder: Shows don\u2019t need a million downloads to make an impact.\nThis week, in a podcast studio, somewhere on the final frontier,\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) and\u00a0John McDermott\u00a0(Co-Founder,\u00a0Caloroga Shark Media) boldly go where nobody\u2019s gone before, to discuss how there\u2019s plenty of space in podcasting for celebrities AND friends to talk Star Trek and beyond. This episode of \u201cWhat\u2019s a Podcast? – The Extended Interviews\u201d is sponsored by\u00a0Claritas.\n\u201cI’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.\u201d –\u00a0 John McDermott\u00a0(Co-Founder,\u00a0Caloroga Shark Media)\nThe team is talking: Jimmy Buffett\u2019s Business Model, YouTube\u2019s Numbers Game, Podcast Peer Pressure, and more. Let\u2019s voyage in.\nIt\u2019s Podcast O\u2019Clock Somewhere –\u00a0Remember: Anytime\u2019s a good time to connect. \u201cI 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.\u201d CAOs, partner with podcast hosts who can reach their audience wherever, whenever. That way, you can do the same.\nIs the YouTube Math Mathing? – YouTube claims to have 1B monthly podcast viewers. The platform\u2019s a juggernaut, but John brings in some healthy skepticism.\n\n How many of those billion can you actually sell to (if your product is US-only)?\u00a0\n What does a viewer actually mean for time spent with the show?Consider this our soapbox moment for both YouTube\u2019s podcasting prowess and the need for transparency around metrics between platforms.\n\nKeeping up with the Mr. Beasts –\u00a0Don\u2019t 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: \u201cCan you keep up with Mr. Beast? Most of us can’t.\u201d But maybe indie podcasters don\u2019t have to. What matters is the quality of the SHOW, not the visuals. Case in point, audio-only\u00a0This American Life\u00a0(hear from\u00a0Ira Glass\u00a0himself in a recent\u00a0MRT episode). When we\u2019re looking to find the right podcaster for our brand, we should focus on how they\u2019ve built their audience, not how they\u2019ve built their set.\nWant more podcast insights you won\u2019t find anywhere else? Tune into the full episode below.\n\n\n\n\n\nThe Classifieds\n\nSister, Sister, Talk About a Two-Way Twister\nNetwork:\u00a0Colture Podcast Network \/Monthly Downloads:\u00a015k \/\u00a0\nCurrent Civility Score:\u00a099, HIGH\nThis week marks the 160th anniversary of\u00a0Juneteenth, a federal holiday since 2021. In celebration of this momentous day, we\u2019re highlighting a podcast that serves to provide resources to the Black community and to destigmatize mental health.\u00a0Dr. Cassandre Dunbar\u00a0is a well-respected doctor, professor, and educator who\u2019s passionate about creating community-based links to accessible forms of self-care. Though many providers try to be\u00a0inclusive\u00a0and 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.\nGet The Deal\n\nShe\u2019s Speaking Her Piece, Flaws and All\nNetwork:\u00a0Backyard Ventures \/ Monthly Downloads: 40k\nCurrent Civility Score: n\/a\nKjersti Flaa\u00a0may be Norwegian in origin, but her work is as \u2018Hollywood\u2019 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\u00a0experiences\u00a0with these celebs. In her newest project from\u00a0Backyard Venture., She showcases anything and everything \u201cflaawsome.\u201d 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\u00a0lutefisk\u00a0or lasagna, you\u2019ll always find something appetizing at the link below.\nGet The Deal\n\nIn Case You Missed It\nJoe Rogan is This Generation\u2019s Walter Cronkite\nReuters\u00a0data shows that younger Americans increasingly turn to podcasters like\u00a0Joe Rogan\u00a0and social platforms for news, surpassing traditional news outlets. Trust in mainstream media is waning, and AI tools like\u00a0ChatGPT\u00a0are 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.\nRead More\nUse the Bot, Keep the Heart\nA survey by\u00a0Acast\u00a0reveals that 100% of podcasters and 85% of listeners consider the use of AI tools like\u00a0ChatGPT\u00a0ethical 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\u00a0 part of our everyday lives. Go ahead and leverage AI, but take a cue from listeners and maintain a human touch for audience connection.\nRead More\nIt\u2019s Both Audio and Video in Podcasting\nAccording to the\u00a0Spring 2025 Podcast Download Report\u00a0by\u00a0Cumulus Media\u00a0and\u00a0Signal 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\u2019s 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.\nRead More\n\nSave the Live Reads\n\nStavvy Built His Bed, Then Sold the Dream\nComing to the rescue as your weekly problem solver,\u00a0Stavros Halkias\u00a0on his show\u00a0Stavvy\u2019s World\u00a0is this weeks #STLR winner championing luxurious designs from\u00a0Thuma.\nHis 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\u2014clean design, premium materials, easy assembly\u2014all 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\u2019s recommendation than a sales pitch.\nListen Here\nContact us for a Consultation\n\n\nIn the dynamic world of marketing, optimizing every aspect of your campaign has long felt just out of reach\u2014until now.\u00a0Claritas\u00a0is 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.\nThis next-generation, AI-powered solution delivers continuous performance enhancements through:\n\n\nAudience Optimization:\u00a0Identify and engage your most responsive audiences using real-time behavioral and demographic signals.\n\n\nCreative Optimization:\u00a0Dynamically align messaging and content to each consumer journey for maximum impact across channels.\n\n\nMeasurement & Attribution:\u00a0Leverage advanced, AI-driven multi-touch attribution to understand what\u2019s working, what\u2019s not, and continually optimize\u2014every step of the way.\n\n\nInterested in learning more,\u00a0schedule a demo today!\n\nOxford in the News\nThe Metrics Are Lying (Unless You Know What to Look For)\nGiles Martin, EVP of Strategy and Insights,\u00a0Oxford Road\u00a0doesn\u2019t mince words: \u2018Most podcast advertisers are tracking the wrong signals.\u2019 In this sharp Q&A session with\u00a0HiTech Nectar, Giles calls out the common traps brands fall into\u2014and shares the smarter metrics that actually move the needle. It\u2019s 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.\nRead More\n\n\n\n\n\n\u00a0If you\u2019ve read this far, thank you.\u00a0The Influencer\u00a0is a production from the team at\u00a0Oxford 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?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nKristen Larson\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":3361,"title":"Star Trek in the Basement: Why Podcasting Still Needs its Indie Creators","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-150318.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/star-trek-in-the-basement-why-podcasting-still-needs-its-indie-creators\/","date":"June 18, 2025","description":"Reminder: Shows don\u2019t need a million downloads to make an impact.\nThis week, in a podcast studio, somewhere on the final frontier,\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) and\u00a0John McDermott\u00a0(Co-Founder,\u00a0Caloroga Shark Media) boldly go where nobody\u2019s gone before, to discuss how there\u2019s plenty of space in podcasting for celebrities AND friends to talk Star Trek and beyond. This episode of \u201cWhat\u2019s a Podcast? – The Extended Interviews\u201d is sponsored by\u00a0Claritas.\n\u201cI’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.\u201d –\u00a0John McDermott\u00a0(Co-Founder,\u00a0Caloroga Shark Media)\nThe team is talking: Jimmy Buffett\u2019s Business Model, YouTube\u2019s Numbers Game, Podcast Peer Pressure, and more. Let\u2019s voyage in.\nIt\u2019s Podcast O\u2019Clock Somewhere –\u00a0Remember: Anytime\u2019s a good time to connect. \u201cI 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.\u201d CAOs, partner with podcast hosts who can reach their audience wherever, whenever. That way, you can do the same.\nIs the YouTube Math Mathing? –\u00a0YouTube claims to have 1B monthly podcast viewers. The platform\u2019s a juggernaut, but John brings in some healthy skepticism.\u00a0\n\n How many of those billion can you actually sell to (if your product is US-only)?\u00a0\n What does a viewer actually mean for time spent with the show?Consider this our soapbox moment for both YouTube\u2019s podcasting prowess and the need for transparency around metrics between platforms.\n\nKeeping up with the Mr. Beasts –\u00a0Don\u2019t 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: \u201cCan you keep up with Mr. Beast? Most of us can’t.\u201d But maybe indie podcasters don\u2019t have to. What matters is the quality of the SHOW, not the visuals. Case in point, audio-only\u00a0This American Life\u00a0(hear from\u00a0Ira Glass\u00a0himself in a recent\u00a0MRT episode). When we\u2019re looking to find the right podcaster for our brand, we should focus on how they\u2019ve built their audience, not how they\u2019ve built their set.\nWant more podcast insights you won\u2019t find anywhere else? Tune into the full episode below.","landing_redirection":""},{"id":3362,"title":"This Week\u2019s Influencer: Everything is Podcast! \"Sound Prophet\" Bryan Barletta Defines the Medium; Podscribe\u2019s Benchmark Report & Why Less Isn\u2019t More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-143021.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-weeks-influencer-everything-is-podcast-sound-prophet-bryan-barletta-defines-the-medium-podscribes-benchmark-report-why-less-isnt-more\/","date":"June 11, 2025","description":"Hope you\u2019re good at math, because podcasting is about to multiply.\nThis week on the\u00a0Media Roundtable\u00a0limited series \u201cWhat\u2019s a Podcast?\u00a0– The Extended Interviews,\u201d\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0Bryan Barletta\u00a0(Founder and Partner,\u00a0Sound Profitable) to peel back the layers of podcasting.\n\n\u201cI want it [the podcast definition] to be a virus\u2026 If we let it grow, it’s easier to kick out the things that are very clearly not it.\u201d –\u00a0Bryan Barletta\n\nThe team is talking: the Popular Kids, YouTube\u2019s Top Shelf, Identity Crises, and more. Let\u2019s dig in.\nPodcasting: Now the Cool Kid –\u00a0Portlandia\u2019s NPR sketch\u00a0is so 2017. Podcasting is officially\u00a0cool\u00a0now. How do we know? It\u2019s gone from fringe references to serious storylines: From Emmy-winning show \u2018Only Murders in the Building\u2019 to Netflix\u2019s hit \u2018Nobody Wants This.\u2019 Yes, \u200apodcasting has stereotypes, \u201cbut so do books, radio, TV, and film. And they\u2019re everywhere,\u201d Bryan reminds us\u2014The jokes aren\u2019t a mockery, they\u2019re a sign of clout.\nView from the Top (Shelf)\u00a0– \u201dImagine if your favorite store just had a new shelf and it said that thing you love,\u201d says Bryan. YouTubers now get to be on that shelf by categorizing their videos as podcasts, with massive audience potential. We\u2019re here for it, and we\u2019re enjoying YouTube\u2019s\u00a0new 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.\nOpen=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: \u201c\u200aTo me, open distribution is the choice to put my podcast on [different platforms].\u201d Having some closed systems like YouTube, can be part of a healthy podcast distribution ecosystem, as long as there are viable open distribution choices.\nWant more podcast insights you won\u2019t find anywhere else? Tune into the full episode below.\n\n\n\n\nThe Classifieds\n\nI Thought You\u2019d Never Ask\nNetwork:\u00a0Big Little Media \/ Monthly Downloads: 25k\nNot all therapists are created equally, and no one\u2019s individual path is exactly the same. For those of us forging a path to better mental health, there\u2019s no better podcast host than licensed therapist\u00a0Kati 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\u00a0Rosanna Pansino, and couple\u00a0Ryland Adams\u00a0and\u00a0Shane 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\u2019re intoQ&A, simply form an orderly line down to the link below for more.\nGet The Deal\n\nGo with the Flow, Drink H20\nNetwork:\u00a0Wizard Studios \/ Monthly Downloads: 120k\nOur next selection has a heavy US audience, but the hosts are proud Brits.\u00a0Christopher Hall\u00a0and his sister,\u00a0Lizzie, are TikTok comedy stars rising through the podcast charts since recently premiering on\u00a0Wizard 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\u00a0Jordan Gray,\u00a0Sarah Hester Ross, and\u00a0Grace 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.\nGet The Deal\n\nIn Case You Missed It\nUnderspending in Audio: Why Less Isn’t More\nUnderspending 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\u2019s 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\u2014or don\u2019t expect real returns. (Side note: the analysis includes a radio vs TV reach curve from\u00a0Nielsen Commspoint. At\u00a0Oxford Road, we use this tool and see different outcomes – TV has a higher reach ceiling than what’s depicted.)\nRead More\nSounds Profitable Talks Attention & Trust\nAudacy’s new\u00a0insights report\u00a0positions 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\u2019s still some truth here. Radio and podcast hosts were the original creators, and they\u2019ve long proven their ability to drive both brand impact and return on ad spend.\nRead More\nPodscribe\u2019s Latest Benchmark Report\nPodscribe\u2019s\u00a0Q2 2025 Performance Benchmark (PPB) Report\u00a0offers 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 \u201cgood\u201d looks like in podcast performance. This PPB report gives something concrete to compare against. This and the\u00a0Magellan AI\u00a0benchmark reports are chock-full of useful benchmarks on podcast advertising performance.\nRead More\n\nSave The Live Reads\n\nScroll Less & Learn More with MasterClass\nBrushing up on cooking skills for the summer, Chez Panisse style, tops this week\u2019s #STLR\u2014featuring\u00a0Pop Apologists\u00a0in the kitchen with\u00a0MasterClass! The live read blends\u00a0personal storytelling\u00a0with clear\u00a0value props, as the host opens with a relatable sentiment about \u2018scrolling less and learning more.\u2019 This sets an\u00a0engaging, relevant\u00a0tone\u00a0for the audience. By sharing her experience with\u00a0Alice Waters\u2019 MasterClass, the\u00a0substantiation\u00a0is authentic, reinforcing the emotional and practical benefits of the popular learning platform. The host\u2019s detailed description of broad offerings and affordable pricing found on\u00a0MasterClass\u00a0also provides strong incentives and highlights accessibility for a wide range of listener interests.\u00a0 Trade some of that monotonous scrolling for new skillsets, and make this a summer to remember\u2013with\u00a0MasterClass!\nListen Here\nContact us for a Consultation\n\nOXFORd In The News\n\nOxford Road & The Trade Desk: Plugged Into The Future of Audio\nOxford Road\u00a0was proud to join\u00a0The Trade Desk\u2019s\u00a0Afternoon of Audio\u00a0panel “The Sounds of Success,” where our Director of Digital Media,\u00a0Jarrod Klawinsky, joined leaders from\u00a0EssilorLuxottica\u00a0and\u00a0Hearts & Science to explore what\u2019s next for audio advertising. A key takeaway from Jarrod\u2019s remarks: \u201cProgrammatic audio is no longer just fast or scalable\u2014it\u2019s an intelligence engine. It powers creative testing, targeting, and accountability across the entire ecosystem.\u201d\u00a0We\u2019re grateful to The Trade Desk for hosting this impactful conversation. If you\u2019re interested in learning how Programmatic can help maximize your audio portfolio,\u00a0let\u2019s chat.\nRead More\n\nSound That Sells: Oxford Road & Made Music Studio\nTired of chasing attention with the same old levers? In a recent Q&A interview, Oxford Road Executive Creative Director,\u00a0Stew Redwine, teams up with\u00a0Made Music Studio\u2019s\u00a0Mike Stango, Director, Global Brand Partnerships, to show how sound isn\u2019t just a vibe\u2014it\u2019s a performance engine. Learn how\u00a0Zocdoc\u2019s\u00a0\u201cLittle Victory\u201d sonic ID\u00a0didn\u2019t just turn heads\u2014it 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.\nRead More\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox\u00a0– Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0– Classifieds\nNeal Lucey\u00a0– In Case You Missed It\nHannah Lloyd\u00a0– Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":3354,"title":"Sounds Definitive - The State of Podcasting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-27-135456.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sounds-definitive-the-state-of-podcasting\/","date":"June 11, 2025","description":"Hope you\u2019re good at math, because podcasting is about to multiply.\nThis week on the\u00a0Media Roundtable\u00a0limited series \u201cWhat\u2019s a Podcast?\u00a0– The Extended Interviews,\u201d\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) hosts\u00a0Bryan Barletta\u00a0(Founder and Partner,\u00a0Sound Profitable) to peel back the layers of podcasting.\n\u201cI want it [the podcast definition] to be a virus\u2026 If we let it grow, it’s easier to kick out the things that are very clearly not it.\u201d –\u00a0Bryan Barletta\nThe team is talking: the Popular Kids, YouTube\u2019s Top Shelf, Identity Crises, and more. Let\u2019s dig in.\nPodcasting: Now the Cool Kid –\u00a0Portlandia\u2019s NPR sketch\u00a0is so 2017. Podcasting is officially\u00a0cool\u00a0now. How do we know? It\u2019s gone from fringe references to serious storylines: From Emmy-winning show \u2018Only Murders in the Building\u2019 to Netflix\u2019s hit \u2018Nobody Wants This.\u2019 Yes, \u200apodcasting has stereotypes, \u201cbut so do books, radio, TV, and film. And they\u2019re everywhere,\u201d Bryan reminds us\u2014The jokes aren\u2019t a mockery, they\u2019re a sign of clout.\nView from the Top (Shelf)\u00a0– \u201dImagine if your favorite store just had a new shelf and it said that thing you love,\u201d says Bryan. YouTubers now get to be on that shelf by categorizing their videos as podcasts, with massive audience potential. We\u2019re here for it, and we\u2019re enjoying YouTube\u2019s\u00a0new 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.\nOpen=Choice \u00a0– 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: \u201c\u200aTo me, open distribution is the choice to put my podcast on [different platforms].\u201d Having some closed systems like YouTube, can be part of a healthy podcast distribution ecosystem, as long as there are viable open distribution choices.\nWant more podcast insights you won\u2019t find anywhere else? Tune into the full episode below.","landing_redirection":""},{"id":3641,"title":"In This Week\u2019s Influencer: Podcast Pioneer Ira Glass Joins the MRT; New Hope for Video Podcast Measurement; TTD Pitches Audio; WTF\u2019s Big Exit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-02-220137.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-weeks-influencer-podcast-pioneer-ira-glass-joins-the-mrt-new-hope-for-video-podcast-measurement-ttd-pitches-audio-wtfs-big-exit\/","date":"June 4, 2025","description":"Hot tip for CAOs: Find a podcaster who believes in ‘good promotion’ like Ira Glass.\nDan 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 \u201cWhat\u2019s a Podcast? – The Extended Interviews.\u201d This week\u2019s episode is sponsored by our friends at Fairing.\nThe team is talking: Promo Power, Blueprints, The Feels, and more. Let\u2019s dig in.\n\n\u201c\u200aYou really have to be very thoughtful and show cunning in the way that you deal with advertising and promotion\u2026. that’s where you protect yourself and your right to make whatever you want.\u201c\n\nIra Glass (Host, Executive Producer, This American Life)\n\nGood Promotion Protects Creators \ufe0f – \u00a0Ira recognizes that in order to play, someone\u2019s gotta pay: \u200aI really love making radio stories, and I love interviewing people. At the same time, we’re dealing with 500 public radio stations… \u200aI 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\u2013let them cook it up their way.\nBuild the Blueprint with Your Listeners \u00a0– 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\u2019s an apt insight. Whatever you\u2019re building, it starts with meeting the audience where they are.\nGet Hooked on a Feeling \u00a0– Ira supports video in podcasts if it adds to the story. He\u2019s experimented with animation, photographs, and video for his shows. As long as it’s communicating a feeling that makes sense with the story,\n\ndoesn’t seem bad to me. Video is yet another medium to expand Podcast\u2019s reach. Look for hosts who use it wisely (and creatively).\nGet sharp as Glass on the industry\u2019s changes. Tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nAll Meat, No Gristle\nNetwork:\u00a0iHeart \/ Monthly Downloads:\u00a01m \/ Current Civility Score:\u00a097, HIGH\nFor those who don\u2019t know\u00a0rabbit season\u00a0from duck season, hunting can prove to be an adventure of complete mystery. Luckily for us,\u00a0Steven Rinella\u00a0has spent 700+ episodes educating, demystifying and commiserating on this bountiful topic. In his weekly\u00a0iHeart\u00a0podcast, 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\u00a0The MeatEater Podcast, but a number of popular spinoffs such as:\u00a0Bear Grease,\u00a0MeatEater Trivia: Game On, Suckers!,\u00a0Wired To Hunt,\u00a0Cutting the Distance,\u00a0This Country Life,\u00a0Cal of the Wild,\u00a0MeatEater Radio Live!,\u00a0MeatEater Kids,\u00a0The Element, and\u00a0Backwoods 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.\nGet The Deal\n\nWe Ride at Dawn\nNetwork:\u00a0Dear Media \/ Monthly Downloads:\u00a055k\nPride Month\u00a0officially kicks off this week and we\u2019re highlighting a host who always faithfully brings queer stories to the forefront.\u00a0Benito Skinner\u00a0and his co-host\u00a0Mary Beth Barone\u00a0have been sharing their sassy takes on quirky topics for several years now\u2013but recently they\u2019ve been riding a significant high from the debut of Skinner\u2019s\u00a0Amazon Prime\u00a0show\u00a0Overcompensating. Mirroring Skinner\u2019s 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\u2019s 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\u2019re so lucky, if you\u2019re a star, click below for more tantalizing details.\nGet The Deal\n\nIn Case You Missed It\nThank You Marc!\nIf you\u2019ve been into the podcast scene for any length of time, you\u2019re likely familiar with\u00a0Marc Maron\u00a0and his show\u00a0WTF. 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.\nRead More\nModernizing Video Podcast Distribution\nThe\u00a0Podcast Standards Project\u00a0has 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.\nRead More\nThe Trade Desk Pitches Audio\nAudio is a uniquely powerful medium that reaches audiences during personal, screen-free moments\u2014like commutes, workouts and relaxation\u2014when they\u2019re 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\u00a0The Trade Desk Intelligence\u00a0and\u00a0PA 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.\nRead More\niHeart Tries Broadcast to Podcast\niHeartMedia, in collaboration with\u00a0KT Studios, has launched \u201cTrue Crime Tonight,\u201d 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\u2019s \u201cPodcast, Meet Broadcast\u201d 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.\nRead More\n\n#SaveTheLiveReads\n\nYoung and Profiting with Shopify, \u201cCha-Ching!\u201d\u00a0\nThis week\u2019s #STLR crowns YAP Podcast Princess\u2013Entrepreneuress Extraordinaire-Her Excellency,\u00a0Hala Taha, whose\u00a0Young and Profiting\u00a0ad read delivers an\u00a0inspiring\u00a0and\u00a0persuasive\u00a0royal gem for\u00a0Shopify. By opening with the show\u2019s humble beginnings as a side hustle, Hala establishes an\u00a0authentic\u00a0connection with her audience, setting the perfect foundation to introduce\u00a0Shopify\u00a0as a powerful ally for entrepreneurs at any stage. She effectively highlights the platform\u2019s vast features\u2014from website design and marketing tools to global shipping\u2014showcasing 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\u00a0storytelling, relatable language, and clear call to action, this ad sets an example of how to drive\u00a0engagement,\u00a0conversation, and\u00a0actionability\u2014with plenty of \u201ccha-chings\u201d along the way.\nListen Here\nContact us for a Consultation\u00a0\n\n\nBeyond promo codes, vanity URLs, and pixels\nCapture the podcast listeners, your current attribution misses.\nWhen 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.\u00a0Fairing‘s attribution surveys reveal these invisible conversions with minimal setup\u2014just add our script alongside your existing pixels and start measuring in minutes.\nSee why audio advertisers are adding Fairing to:\n\nQuantify\u00a0the 60%+ of listeners who convert directly\nComplement\u00a0existing measurement tools without replacing them\nImplement\u00a0with little to no dev resources\n\nComplete your attribution picture \u2192\n\nOXFORd In The News\n\nGranger on How Podcasting is Getting Louder and Smarter\nMarTech\u00a0has released an interview with our own,\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford 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?\u00a0Let\u2019s talk.\u00a0\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora\n\n\n\n ","landing_redirection":""},{"id":1348,"title":"The Podcaster\u2019s Blueprint: How Ira Glass Made Podcasting a Cultural Phenomenon","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aEjDqbNJEFaPX2KM_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-podcasters-blueprint-how-ira-glass-made-podcasting-a-cultural-phenomenon\/","date":"June 4, 2025","description":"Hot tip for CAOs: Find a podcaster who believes in ‘good promotion’ like Ira Glass.\nDan 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 \u201cWhat\u2019s a Podcast? – The Extended Interviews.\u201d This week\u2019s episode is sponsored by our friends at Fairing.\nThe team is talking: Promo Power, Blueprints, The Feels, and more. Let\u2019s dig in.\n\n\u201c\u200aYou really have to be very thoughtful and show cunning in the way that you deal with advertising and promotion\u2026. that’s where you protect yourself and your right to make whatever you want.\u201c\n\nIra Glass (Host, Executive Producer, This American Life)\n\nGood Promotion Protects Creators \ufe0f – \u00a0Ira recognizes that in order to play, someone\u2019s gotta pay: \u200aI really love making radio stories, and I love interviewing people. At the same time, we’re dealing with 500 public radio stations… \u200aI 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\u2013let them cook it up their way.\nBuild the Blueprint with Your Listeners \u00a0– 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\u2019s an apt insight. Whatever you\u2019re building, it starts with meeting the audience where they are.\nGet Hooked on a Feeling \u00a0– Ira supports video in podcasts if it adds to the story. He\u2019s experimented with animation, photographs, and video for his shows. As long as it’s communicating a feeling that makes sense with the story,\n\ndoesn’t seem bad to me. Video is yet another medium to expand Podcast\u2019s reach. Look for hosts who use it wisely (and creatively).\nGet sharp as Glass on the industry\u2019s changes. Tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3656,"title":"In This Week\u2019s Influencer: Why You Need to Think Both Globally & Locally; The Truth About Moving Globally; Select Quote Shows Us How It\u2019s Done.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/05\/Captura-de-pantalla-2025-12-05-152638.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-weeks-influencer-why-you-need-to-think-both-globally-the-truth-about-moving-globally-select-quote-shows-us-how-its-done\/","date":"May 28, 2025","description":"Podcasting is global. Is your brand ready? On an all-new Media Roundtable: Special Edition, we\u2019re recapping the highlights of Podcast Show London 2025 with notable attendees. This week\u2019s episode is sponsored by our friends at ALLCITY Network.\nFor the next best thing to a front row seat, we\u2019ve assembled an all-star panel of audio industry insiders to share their fresh insights.\nGiles Martin (EVP, Strategy, Oxford Road) hosts:\n\u2b50\ufe0f Jarrod Klawinsky – (Director, Digital Media, Oxford Road)\n\u2b50\ufe0f Rosemary Scalabrino – (Director, Business Development, Oxford Road)\n\u2b50\ufe0f Parastoo Hosseini – (International Audio Manager, Oxford Road)\n\u2b50\ufe0f Steven Abraham – (President, International, Oxford Road)\nThese all-stars are talking: Collabs with Giants, Brand Moves, Being a Local and more. Let\u2019s jump in.\n\u201c\u200aWe talk about global, but everybody\u2019s really very, very, very local.\u201d –\u00a0Steven Abraham – (President, International, Oxford Road)\nMind the Front Door – The big players showed up\u2013YouTube, Spotify, and yes, Apple. With YouTube as the gateway to the international market, there\u2019s 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.\nThink Local or Get Lost – Our experts saw two seemingly contradicting trends: First, there\u2019s 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\u2019t 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\u2019t just translating your US ad into multiple languages; success depends on deep contextual understanding.\nBrands, Don\u2019t Miss Out – The opportunity to be the first mover in a new market is huge, but it\u2019s not likely going to last. Brands, if you can sell internationally and international podcasts aren\u2019t already on your radar, it\u2019s time to ask why. Take advantage of the hard localization and relationship-building work Oxford Road\u2019s been doing to become a leader in this space.\nFor the insights you need to take your podcasting campaign global, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nBlood, Sweat, and Some Tears\nNetwork:\u00a0Acast \/ Monthly Downloads: 108k\nDovetailing off\u00a0Podcast Show London 2025, we\u2019re highlighting Classifieds that showcase gems of the International podcast market. Our first comes from France and it\u2019s primarily focused on MMA, UFC, boxing and other martial arts. Hosts\u00a0Guillaume Duseaux and Rust\u00a0are 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\u2019 messaging to reach their audience without contributing to an increased ad load. Don\u2019t sweat the small stuff, simply click below for more info.\nGet The Deal\n\nWhodunnit? Not Her\nNetwork:\u00a0Auddy \/ Monthly Downloads: 40k \/ Current Civility Score: 99, HIGH\nOur second Classified comes from the UK, a special relationship that just keeps on giving.\u00a0Auddy\u00a0has proven to be a top partner in recent years, and this prime opportunity comes straight from their roster of shows. Hosted by\u00a0Caroline 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,\u00a0The Residence,\u00a0The Thursday Murder Club) interest has been restored to the works of\u00a0Agatha Christie,\u00a0Dorothy L. Sayers,\u00a0Dorothy Erskine Muir\u00a0and many more. This has been a top performer for many US brands, mostly targeting bookworms, lifelong learners, and self-starting entrepreneurs. It\u2019s also a very female skew opportunity that can replicate History and Education podcasts as well. There\u2019s nothing cloak and dagger about this deal, just click below to sleuth for details.\nGet The Deal\n\nIn Case You Missed It\nThe UK Audio Landscape, Part 1\nBy way of\u00a0Sounds Profitable, the 2025\u00a0Ofcom\u00a0report 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\u00a0this analysis\u00a0from\u00a0Adam Bowie.\nRead More\nThe UK Audio Landscape, Part 2\nEdison Research\u00a0and\u00a0AdsWizz\u00a0unveiled new data from The Infinite Dial UK 2025 at\u00a0Podcast 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\u00a0Edison Research UK 2025 Infinite Dial\u00a0combined with the\u00a0Ofcom research\u00a0provides marketers with a thorough view of audio listening in the UK. Note: the full UK Infinite Dial 2025 Report will be presented via\u00a0webinar\u00a0May 29th.\nRead More\nThe International Publisher Cheat Sheet\nTom Webster\u00a0and\u00a0Bryan Barletta\u00a0of\u00a0Sounds Profitable, fresh from\u00a0Podcast 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\u2019s also a valuable resource for advertisers. Sounds Profitable has compiled an excellent cheat sheet of ad sellers across international markets.\nRead More\n\n#SaveTheLiveReads\n\nLegendary Coverage from SelectQuote\u00a0\nIt\u2019s a rare gift for hosts to be able to address matters of life and death with impactful clarity,\u00a0personalization, and humor. That\u2019s exactly what\u00a0Scott Philbrook and Forrest Burgess\u00a0have accomplished in their\u00a0SelectQuote\u00a0segment on\u00a0Astonishing Legends. The podcast\u2019s\u00a0conversational\u00a0format creates a natural entry point,\u00a0engaging\u00a0listeners with a compelling\u00a0testimonial\u00a0about navigating the journey of life insurance selection. As the mutual read develops, these hosts effortlessly transition into the advantages of choosing\u00a0SelectQuote. Their ability to bring levity to a serious subject builds trust and highlights the brand\u2019s commitment to real-life care and customer service. Together, Scott and Forrest effectively convey\u00a0SelectQuote\u2019s credibility, accessibility, and comprehensive coverage options, making the message both\u00a0informative\u00a0and\u00a0persuasive. Though this segment runs longer than our typical #STLR features, its thoughtful\u00a0delivery, elaborative\u00a0substantiation\u00a0and\u00a0organic\u00a0storytelling approach make it a standout example of a host-read ad that inspires genuine listener\u00a0engagement\u00a0and\u00a0action. This one has all the bells and whistles and checks all of the boxes. Definitely worth a listen.\nListen Here\nContact us for a Consultation\u00a0\n\n\nReach Diehard Sports Fans with ALLCITY Network\nSports fans don\u2019t just follow their teams\u2014they 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\u2019t get anywhere else.\nBut ALLCITY isn\u2019t just redefining podcasts\u2014it\u2019s expanding daily sports coverage across Roku, Samsung, and connected TVs, giving brands more ways to engage beyond just Podcast platforms and YouTube.\nFor 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\u2019s never been a better time to reach engaged sports fans.\nLooking for a smarter way to advertise in sports? Email\u00a0advertising@allcitynetwork.com\u00a0to start the conversation.\n\n\nOur new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space space \u2014including\u00a0Ira Glass,\u00a0Adam Carolla,\u00a0Guy 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\u00a0check it out.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora\n\n\n\n ","landing_redirection":""},{"id":1356,"title":"London Calling, Global Response: Highlights from The Podcast Show 2025","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aDe6WydWJ-7kSqEe_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/london-calling-global-response-highlights-from-the-podcast-show-2025\/","date":"May 28, 2025","description":"Podcasting is global. Is your brand ready? On an all-new Media Roundtable: Special Edition, we\u2019re recapping the highlights of Podcast Show London 2025 with notable attendees. This week\u2019s episode is sponsored by our friends at ALLCITY Network.\nFor the next best thing to a front row seat, we\u2019ve assembled an all-star panel of audio industry insiders to share their fresh insights.\nGiles Martin (EVP, Strategy, Oxford Road) hosts:\n\u2b50\ufe0f Jarrod Klawinsky – (Director, Digital Media, Oxford Road)\n\u2b50\ufe0f Rosemary Scalabrino – (Director, Business Development, Oxford Road)\n\u2b50\ufe0f Parastoo Hosseini – (International Audio Manager, Oxford Road)\n\u2b50\ufe0f Steven Abraham – (President, International, Oxford Road)\nThese all-stars are talking: Collabs with Giants, Brand Moves, Being a Local and more. Let\u2019s jump in.\n\u201c\u200aWe talk about global, but everybody\u2019s really very, very, very local.\u201d\n\n\u00a0Steven Abraham – (President, International, Oxford Road)\n\nMind the Front Door – The big players showed up\u2013YouTube, Spotify, and yes, Apple. With YouTube as the gateway to the international market, there\u2019s 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.\nThink Local or Get Lost – Our experts saw two seemingly contradicting trends: First, there\u2019s 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\u2019t 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\u2019t just translating your US ad into multiple languages; success depends on deep contextual understanding.\nBrands, Don\u2019t Miss Out – The opportunity to be the first mover in a new market is huge, but it\u2019s not likely going to last. Brands, if you can sell internationally and international podcasts aren\u2019t already on your radar, it\u2019s time to ask why. Take advantage of the hard localization and relationship-building work Oxford Road\u2019s been doing to become a leader in this space.\nFor the insights you need to take your podcasting campaign global, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3659,"title":"In This Week\u2019s Influencer: Hernan Lopez On the BIGGEST Number in Podcasting; SAG-AFTRA Takes On AI; Magellan\u2019s Q1 Benchmark Report; and more\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-05-153922.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-weeks-influencer-hernan-lopez-on-the-biggest-number-in-podcasting-sag-aftra-takes-on-ai-magellans-q1-benchmark-report-and-more\/","date":"May 21, 2025","description":"CAOs, there\u2019s a number out there in the world that if you knew it, it\u2019d change your business forever. Our guest on this week\u2019s episode of the Media Roundtable found that number\u2014 How\u2019d 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..\nThey\u2019re talking: Counting What Counts, Why Definitions Matter, Audio Wins, and more. Let\u2019s dive in.\n\u201c\u200aI estimated the global podcast economy to be worth $7.3 billion.\u201d\n\n\u00a0Hernan Lopez (Founder, Wondery & Owl & Co)\n\nCount What Counts – Hernan\u2019s $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\u2019t easy, and it\u2019s not perfect. That\u2019s okay. CAOs, in measurement, having a better idea of the truth puts you miles ahead in your decision-making power.\nDefinitions Matter – Owl & Co.\u2019s groundbreaking study emerged from Hernan and Dan\u2019s discussion as part of our \u201cWhat\u2019s A Podcast?\u201d limited series. They knew the IAB didn\u2019t 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\u2019re driving (and get commensurate investments).\nAudio-Only Successes – The pie has grown for everyone by counting video podcasts as podcasts. But equally important\u2014video isn\u2019t 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\u2019re picking shows, consider being format-flexible, but insist on audience-host connection, like Hernan has been able to cultivate across shows at Wondery.\nFor a deeper dive into one of the most consequential studies podcasting\u2019s ever seen, plus Hernan\u2019s fascinating journey to get there, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nFrom Airwaves to Podcast Soulmates\nNetwork:\u00a0Gemini XIII \/ Monthly Downloads:\u00a010k\nThere\u2019s rarely a creator who can excel in radio, YouTube, Twitch,\u00a0and\u00a0podcast, but\u00a0Carla Marie and\u00a0Anthony\u00a0have done just that. The newly engaged twosome met while working for\u00a0Elvis Duran and The Morning Show\u00a0in 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\u2019s 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\u2019re an early riser, come on down to the link below for more info.\nGet The Deal\n\nPlaying the Blame Game\nNetwork:\u00a0Realm \/ Monthly Downloads: 80k \/ Current Civility Score: 82, HIGH\nMay is\u00a0Mental Health Awareness Month, and podcasts have become a\u00a0great resource\u00a0for 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.\u00a0Meghan Rienks\u00a0and\u00a0Melisa D. Monts\u00a0blend high and low-brow content in their weekly podcast,\u00a0Don’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\u2019re also creatives who couch much of their advice in academic frameworks, bringing an aura of authenticity that money just can\u2019t 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\u2026 and click.\nGet The Deal\n\nIn Case You Missed It\nSAG-AFTRA Tackles AI in Audio\nSAG-AFTRA\u2019s tentative\u00a02025 Audio Commercials Contract MOA\u00a0introduces a major structural overhaul and the union\u2019s strongest AI protections to date. Covering 2025\u20132028, 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\u2019s a good thing. The new SAG-AFTRA contract doesn\u2019t block AI, it builds guardrails. If you use a voice replica to generate new lines? That\u2019s a 1.5x session fee plus usage. AI isn\u2019t a discount button anymore, it\u2019s a feature with ethical structure. Bottom line: this keeps real human voices in the loop and lets marketers scale responsibly.\nRead More\nMagellan AI\u2019s Q1 Benchmark Report\nPodcasting\u2019s momentum remained strong in the first quarter, with ad spending rising 21% year-over-year, according to\u00a0Magellan AI\u2019s Q1 2025 Podcast Advertising Benchmark Report. By March 2025, podcasts in the top 500 captured 51% of ad spending \u2014 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\u2019re here to help you uncover them.\nRead More\nAmericans Get Selective with Streaming Audio\nAs of Q1 2025, just over\u00a0half\u00a0of 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\u2014from 13% to 6%\u2014with more now opting for a single service.\u00a0Edison Research\u00a0suggests 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,\u00a0Spotify\u00a0(note: audio services on average are stickier compared to video).\nRead More\n\n#SaveTheLiveReads\n\nZocdoc to the Rescue for Emergency Intercom\u00a0\nFor the hypochondriac that sometimes lurks within us all, this week’s\u00a0#STLR\u00a0featuring\u00a0Drew Phillips\u00a0of the hit podcast\u00a0Emergency Intercom\u00a0has nothing but praise for\u00a0Zocdoc! Drew\u2019s charm and humorous\u00a0testimonial\u00a0about his devotion to doctor visits have earned him the title: Zocdoc Fanatic! His\u00a0substantiation\u00a0is effective because it combines his relatable personal experience with clear, informative messaging. By emphasizing this healthcare appointment booking app\u2019s ease of use, broad range of specialties, and quick provider avails, Drew lays out the platform’s core benefits with succinct\u00a0demonstration. His message is engaging and persuasive, encouraging listeners to take action, but without the hard-sell vibe. One can\u2019t help but chuckle at Drew\u2019s unique ability to gain a sympathetic ear for his favorite healthcare booking platform\u2014in a mere 70 seconds. Incorporating\u00a0Zocdoc\u2019s signature sonic ID at the end of his read earns Drew extra brownie points from our\u00a0Oxford Road Creative Team, who had a hand in its creation.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora\n\n\n\n ","landing_redirection":""},{"id":1354,"title":"Podcasting: Why Have We Been Undervaluing a $7.3B Industry? - with Hernan Lopez","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aC6D-SdWJ-7kSayp_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasting-why-have-we-been-undervaluing-a-7-3b-industry-with-hernan-lopez\/","date":"May 21, 2025","description":"CAOs, there\u2019s a number out there in the world that if you knew it, it\u2019d change your business forever. Our guest on this week\u2019s episode of the Media Roundtable found that number\u2014 How\u2019d 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..\nThey\u2019re talking: Counting What Counts, Why Definitions Matter, Audio Wins, and more. Let\u2019s dive in.\n\u201c\u200aI estimated the global podcast economy to be worth $7.3 billion.\u201d\n\n\u00a0Hernan Lopez (Founder, Wondery & Owl & Co)\n\nCount What Counts – Hernan\u2019s $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\u2019t easy, and it\u2019s not perfect. That\u2019s okay. CAOs, in measurement, having a better idea of the truth puts you miles ahead in your decision-making power.\nDefinitions Matter – Owl & Co.\u2019s groundbreaking study emerged from Hernan and Dan\u2019s discussion as part of our \u201cWhat\u2019s A Podcast?\u201d limited series. They knew the IAB didn\u2019t 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\u2019re driving (and get commensurate investments).\nAudio-Only Successes – The pie has grown for everyone by counting video podcasts as podcasts. But equally important\u2014video isn\u2019t 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\u2019re picking shows, consider being format-flexible, but insist on audience-host connection, like Hernan has been able to cultivate across shows at Wondery.\nFor a deeper dive into one of the most consequential studies podcasting\u2019s ever seen, plus Hernan\u2019s fascinating journey to get there, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3666,"title":"In This Week\u2019s Influencer: MRT Returns\u2014Podcast Luminaries Chew On What\u2019s Next; Spotify Gets More Transparent; IAB Rethinks Metrics; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/05\/Captura-de-pantalla-2025-12-05-191313.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-weeks-influencer-mrt-returns-podcast-luminaries-chew-on-whats-next-spotify-gets-more-transparent-iab-rethinks-metrics-and-more\/","date":"May 14, 2025","description":"CAOs, the most important thing to remember is this: chase your audience and success will follow.\nThis 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.\nThe team is talking: Listener Behaviors by the Numbers, The Audio-Only Lane, and Growing Pains. Let\u2019s jump in.\n\u200a\u201dYou 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.\u201d\n\nSteven Goldstein (Founder & CEO, Amplifi Media)\n\nThe Numbers Don\u2019t Lie – The people have spoken. 85% of consumers agree podcasts can be audio or video. And the definition matters. Owl & Co.\u2019s recent industry valuation hit $7.3B, helped by video\u2019s inclusion. The insight is two-fold:\n\nVideo fuels growth through short-form discovery.\nCalling video podcasts \u201cpodcasts\u201d ensures the industry gets credit for that growth (plus the increased investments that follow).\n\nDriving Audio-Only Growth – We\u2019ve 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.\nGrowing Industry = Growing Pains – 77% of podcast consumers switch seamlessly from audio to video. But for advertisers, metrics don\u2019t follow across platforms (Dan cites clients who won\u2019t 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.)\nFor better clarity on the consumer trends shaping the industry, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here:\n\nThe Classifieds\n\nAlways Dressed for Success\nNetwork:\u00a0Audacy \/ Monthly Downloads:\u00a0125k\nFinance and Fashion aren\u2019t often connected in show content, but newly emerging host\u00a0Emma Grede\u00a0wants 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\u00a0Gwyneth Paltrow,Ariel Investments\u00a0Co-CEO Mellody Hobson, and\u00a0Fanatics\u00a0CEO\u00a0Michael Rubin. For those who want to build a business, but don\u2019t 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.\nGet The Deal\n\nThe Gift of the Gab\nNetwork:\u00a0Moonbeam Media \/ Monthly Downloads:\u00a0200k\nEvery so often we find ourselves needing a helping hand, a shoulder to cry on, or just a sympathetic ear.\u00a0Jefferson Fisher\u00a0has the astounding ability to be all three. In his new podcast with\u00a0Moonbeam 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\u2019re 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\u2026 and talk the talk, just walk yourself on down to the link below.\nGet The Deal\n\nIn Case You Missed It\nSpotify Hits Play and the Market Reacts\nSpotify recently introduced a new “Plays” metric for podcast episodes, providing a visible play count similar to YouTube’s video metrics.\u00a0NBC News published an article\u00a0compiling podcasters’ concerns, with the main worry being that public view counts could overshadow or marginalize smaller shows.\u00a0Spotify took to Threads, promising to address questions by May 16th.\u00a0Spotify updated its support page\u00a0to clarify that a \u201cplay\u201d is counted when a user actively watches or listens to content on the app.\u00a0James Cridland published an op-ed\u00a0highlighting the importance of open statistics. We\u2019re all for better metrics that reflect how people actually engage with podcasts\u2014whether they\u2019re watching or listening. But we need industrywide standards. Right now, a \u201dplay\u201d on Spotify isn\u2019t the same as one on YouTube or Apple, etc. You get the idea.\nRead More\nYour Attention Please\nThe\u00a0IAB\u00a0and\u00a0MRC\u00a0have released\u00a0Attention Measurement Guidelines. Developed by the IAB Attention Task Force, the framework aims to bring\u00a0consistency, transparency, and accountability\u00a0to how attention is measured across media. It outlines four key methodologies\u2014data signals, visual tracking, physiological\/neurological observations, and surveys\u2014to create shared standards. The guidelines are intended to complement, not replace, delivery and outcome metrics. We applaud this effort\u2013i.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\u00a0Maximizing Profit Through Attention\u00a0analysis from\u00a0Ebiquity\u00a0and\u00a0Lumen Research.\nRead More\nTrump Aims to Cut Funding for Public Broadcasting\nNYPR\u00a0President & CEO\u00a0LaFontaine E. Oliver\u00a0has 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\u00a0news deserts.\nRead More\n\n#SaveTheLiveReads\n\nThe Editors Get Moinked!\nThis week\u2019s\u00a0#STLR\u00a0takes listeners back to the family farm as\u00a0The Editors\u00a0podcast host\u00a0Rich Lowry\u00a0highlights the importance of ethical meat sourcing with\u00a0Moink! Rich strikes the perfect balance between addressing a serious topic and maintaining a conversational, engaging tone\u2014complete with vivid anecdotes and enthusiasm. He thoughtfully outlines problems with the commercial\u00a0meat industry before introducing\u00a0Moink\u00a0as a trustworthy, values-driven solution that supports American family farms. By emphasizing ethical sourcing, affordability, and quality, he positions\u00a0Moink\u00a0as a compelling alternative to corporate meat producers. Plus, Lowry\u2019s\u00a0substantiation\u00a0of his family\u2019s enthusiastic experience with the product adds credibility and authenticity to his\u00a0personal endorsement. And of course, the \u201cFree Wings for Life\u201d offer is a fun, memorable incentive that makes listeners even more eager to get Moinked too!\nListen Here\nContact us for a Consultation\u00a0\n\n\nLibsyn, the original podcast hosting platform, has been driving innovation in content publishing, measurement, and monetization for more than 20 years. Now, with\u00a0Libsyn Ads\u00a0(formerly AdvertiseCast) brands can seamlessly connect with engaged audiences across thousands of podcasts\u00a0spanning every category.\nFrom\u00a0premium host-read sponsorships to scalable programmatic buying, Libsyn Ads delivers flexible solutions tailored to your campaign goals. Get\u00a0the reach and advanced tools of an enterprise platform, paired with the\u00a0customization and tailored touch of a specialty partner. Be heard by\u00a0millions of listeners each month\u2014on the platform that made podcasting what it is today. Visit\u00a0advertising.libsyn.com\u00a0to speak with a Libsyn Podcast Advertising Specialist today.\n\nOXFORd In The News\nRosemary\u2019s Baby\nThis week, our very own\u00a0Rosemary Scalabrino\u00a0(Director of Business Development,\u00a0Oxford Road) spoke at Harvard Business School\u2019s event, \u201cThe Creator Economy x Venture Capital: Fueling the Next Wave of Consumer Brands.\u201d\nIf you missed the event, the panel explored:\n\ud83d\udca1 Ways to optimize the massive growth in creator-led and podcast channels.\n\ud83d\udcb8 How creators increase brand engagement and affect consumer purchases.\n\ud83d\udd2e The future of podcast formatsas traditional media models face disruption.\nRead more on our\u00a0LinkedIn Post.\nRead More\nHoo Says Podcast is Bigger Than Reported?\nYou heard about it in this week\u2019s\u00a0Media Roundtable\u00a0episode; read the full\u00a0Owl & Co.\u00a0analysis of the Podcast industry by downloading the\u00a0full 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\u00a0LinkedIn post\u2014shout-out to\u00a0Oxford Road\u2019s activation teams for contributing to this potentially game-changing analysis.\nRead More\nOx-news in Podnews\nOur very own\u00a0Media Roundtable\u00a0was featured this week in Podnews as part of their highlights of interesting podcast episodes and series. They mention our most recent episode,\u00a0\u201cLittle Masterpieces for Your Ears\u201d\u00a0– Understanding Podcasting\u2019s Past, Ensuring its Future, with contributions from\u00a0Edison Research\u2019s\u00a0Larry Rosin,\u00a0Nick Giorgio\u00a0from\u00a0Simplisafe,\u00a0Hilary Shafer\u00a0from\u00a0Oxford Road, and\u00a0Podnews\u00a0editor,\u00a0James Cridland. Thank you Podnews, for listening, and even more for highlighting the work we\u2019re doing in your publication.\nRead More\n\n\nOur new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space\u2014including\u00a0Ira Glass,\u00a0Adam Carolla,\u00a0Guy 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\u00a0check it out.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":1351,"title":"Follow the Audience & Win: Responding to Listener Behavior with Steven Goldstein (Amplifi Media) & Jay Nachlis (Coleman Insights)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aCUerydWJ-7kSISv_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/follow-the-audience-win-responding-to-listener-behavior-with-steven-goldstein-amplifi-media-jay-nachlis-coleman-insights\/","date":"May 14, 2025","description":"CAOs, the most important thing to remember is this: chase your audience and success will follow.\nThis 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.\nThe team is talking: Listener Behaviors by the Numbers, The Audio-Only Lane, and Growing Pains. Let\u2019s jump in.\n\u200a\u201dYou 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.\u201d\n\nSteven Goldstein (Founder & CEO, Amplifi Media)\n\nThe Numbers Don\u2019t Lie – The people have spoken. 85% of consumers agree podcasts can be audio or video. And the definition matters. Owl & Co.\u2019s recent industry valuation hit $7.3B, helped by video\u2019s inclusion. The insight is two-fold:\n\nVideo fuels growth through short-form discovery.\nCalling video podcasts \u201cpodcasts\u201d ensures the industry gets credit for that growth (plus the increased investments that follow).\n\nDriving Audio-Only Growth – We\u2019ve 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.\nGrowing Industry = Growing Pains – 77% of podcast consumers switch seamlessly from audio to video. But for advertisers, metrics don\u2019t follow across platforms (Dan cites clients who won\u2019t 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.)\nFor better clarity on the consumer trends shaping the industry, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here:","landing_redirection":""},{"id":3672,"title":"In This Week\u2019s Influencer: What\u2019s a Podcast - Insider Edition; Is Radio Listenership Growing?; Owl & Co. Shakes it Up with New Global Podcast Estimate","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-05-192536.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-weeks-influencer-whats-a-podcast-insider-edition-is-radio-listenership-growing-owl-co-shakes-it-up-with-new-global-podcast-estimate\/","date":"May 7, 2025","description":"Ah, podcasts\u2013those \u201clittle masterpieces for your ears.\u201d\nWe\u2019re back with another episode of our limited series, \u2018What\u2019s a Podcast? – The Extended Interviews.\u2019 We have an all-star panel of industry insiders to debate what a podcast is \u2014 and what it could be.\nDan Granger (CEO, Oxford Road) hosts:\n\u2b50\ufe0f Larry Rosin (President, Edison Research)\n\u2b50\ufe0f Hilary Ross Shafer (VP, Podcast and YouTube Influencer, Oxford Road)\n\u2b50\ufe0f James Cridland (Editor, Podnews and Podcast Business Journal) and\u00a0\n\u2b50\ufe0f Nick Giorgio (Director, Media and Customer Acquisition, SimpliSafe)\nThe team\u2019s talking: Podcasting\u2019s Identity Crisis, Podcast Growing Pains, and CAO ad outlook. Let\u2019s dive in.\n\u200a\u201dPodcasting’s unique selling point has always been that it’s something for your ears when your eyes are busy.\u201d\n\nJames Cridland (Editor, Podnews and Podcast Business Journal)\n\nIt\u2019s 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, \u2018brands need definitions\u2019 to allocate budgets wisely. CAOs, make sure your definition aligns with your partners\u2019\u2014or risk paying for something you didn\u2019t intend to buy.\nCh-ch-ch-changesss – Podcasting\u2019s transforming\u2013from 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\u2013Steven Bartlett\u2019s $100M choice to stay independent. If you want to keep that spirit alive, consider the shows you\u2019re supporting and continue to carve out a budget for your favorite independent podcasters as well.\nMake Sure the Math Maths – As podcasts grow into video, evaluating ad buys becomes more complicated. How do you value-in the different elements? Nick\u2019s 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.\nParaphrasing Ferris Bueller, podcasting moves pretty fast. If you don\u2019t stop and tune in, you might miss it. To keep up, catch the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nSenior Leadership Gets a Makeover\nNetwork:\u00a0Westwood One \/ \u00a0Monthly Downloads: 200k\nIt\u2019s\u00a0Asian American and Pacific Islander Heritage Month, and we\u2019re extremely happy that it coincides with this week\u2019s trending podcast opportunity. Produced by the\u00a0Bleav Network, and distributed by Westwood One, Vince Chan\u2019s Chief Change Officer\u00a0is a well-regarded Business podcast that pushes for career growth at all professional stages. Chan previously worked at\u00a0TCW 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\u2019s 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.\nGet The Deal\n\nStuck in Traffic but Happy to Listen\nNetwork:\u00a0CompanionCast \/ Monthly Downloads: 400k \/ Current Civility Score: 89, HIGH\nWho has the time? This is a question we likely ask ourselves at least once a day. This week we\u2019re highlighting a podcast that helps deliver your pop culture download that much faster.\u00a0Dave Neal\u00a0is 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\u2019s podcast started out as a\u00a0Bachelor\u00a0mainstay from\u00a0CompanionCast, 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\u2019s 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\u00a0the expressway to more info.\nGet The Deal\n\nIn Case You Missed It\nRadio Scores Move the Goalpost?\nJames Cridland\u00a0digs into how\u00a0Nielsen\u00a0has 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.\nRead More\nReality Check for Ad-Supported Audio\nEdison Research\u2019s 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\u201334 split their time more evenly. The 18\u201334 numbers should be a wake-up call for the audio industry. If ad loads keep climbing, we shouldn\u2019t be surprised when more listening shifts to ad-free or ad-light platforms.\nRead More\nHot Off The Press: Owl & Co. Global Podcasting Estimate\nThe global podcast industry generated $7.3 billion in revenue in 2024 according to research firm\u00a0Owl & Co.\u00a0This figure includes global advertising on audio, video, and subscriptions but excludes live events. Unlike prior estimates from the\u00a0Interactive Advertising Bureau (IAB), which focused only on U.S. audio ads, Owl & Co. included revenue from platforms like YouTube and China\u2019s Ximalaya. The study highlights podcasting\u2019s underestimated profitability and global reach, while underscoring the medium\u2019s growing cultural and commercial influence beyond traditional audio advertising. We\u2019ve suspected podcast ad spend was undercounted\u2014now 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\u2019s typically reported. Shout-out to Oxford Road\u2019s activation teams for contributing to the Owl & Co. analysis.\nRead More\n\n#SaveTheLiveReads\n\nMasterClass + Italian Cooking = Deliziosa!\nListeners of the\u00a0Financial Feminist\u00a0podcast, hosted by money expert\u00a0Tori Dunlap, are in for a deliziosa treat this week as she climbs the\u00a0#STLR\u00a0charts with her molto bene\u00a0MasterClass\u00a0read! Tori grabs attention with a standout\u00a0hook\u2014her dream of attending a once-in-a-lifetime cooking intensive in Italy. She smoothly introduces\u00a0MasterClass\u00a0as her go-to learning tool for sharpening her knife skills. Tori then also skillfully connects her personal goals to the\u00a0values\u00a0the 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\u00a0incentive\u00a0in the\u00a0call to\u00a0action, to drive her enthusiastic followers to sign up for\u00a0MasterClass. Andiamo!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nWill You Do The Fandango?\nScaramouche, Scaramouche!\u00a0We can\u2019t resist a Bohemian Rhapsody nod when \u201cThe Mooch\u201d makes headlines\u2014and yes,\u00a0Anthony Scaramucci\u00a0will be at this month\u2019s\u00a0Podcast Show\u00a0in London May 21-22. But the real reason we’re highlighting? Oxford Road\u2019s own\u00a0Steven Abraham\u00a0will join\u00a0200+ leaders\u00a0from across the global podcasting landscape to explore the unique trends, innovations, and regional insights shaping the medium. Can\u2019t make it to London? Don\u2019t fret\u2014we\u2019ll bring the highlights to you right here, in an upcoming edition of\u00a0The Influencer.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":1352,"title":"\"Little Masterpieces for Your Ears\" - Understanding Podcasting\u2019s Past, Ensuring its Future","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aBwKMSdWJ-7kRu7g_WebsiteGraphics-9--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/little-masterpieces-for-your-ears-understanding-podcastings-past-ensuring-its-future\/","date":"May 7, 2025","description":"Ah, podcasts\u2013those \u201clittle masterpieces for your ears.\u201d\nWe\u2019re back with another episode of our limited series, \u2018What\u2019s a Podcast? – The Extended Interviews.\u2019 We have an all-star panel of industry insiders to debate what a podcast is \u2014 and what it could be.\nDan Granger (CEO, Oxford Road) hosts:\n\u2b50\ufe0f Larry Rosin (President, Edison Research)\n\u2b50\ufe0f Hilary Ross Shafer (VP, Podcast and YouTube Influencer, Oxford Road)\n\u2b50\ufe0f James Cridland (Editor, Podnews and Podcast Business Journal) and\u00a0\n\u2b50\ufe0f Nick Giorgio (Director, Media and Customer Acquisition, SimpliSafe)\nThe team\u2019s talking: Podcasting\u2019s Identity Crisis, Podcast Growing Pains, and CAO ad outlook. Let\u2019s dive in.\n\u200a\u201dPodcasting’s unique selling point has always been that it’s something for your ears when your eyes are busy.\u201d\n\nJames Cridland (Editor, Podnews and Podcast Business Journal)\n\nIt\u2019s 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, \u2018brands need definitions\u2019 to allocate budgets wisely. CAOs, make sure your definition aligns with your partners\u2019\u2014or risk paying for something you didn\u2019t intend to buy.\nCh-ch-ch-changesss – Podcasting\u2019s transforming\u2013from 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\u2013Steven Bartlett\u2019s $100M choice to stay independent. If you want to keep that spirit alive, consider the shows you\u2019re supporting and continue to carve out a budget for your favorite independent podcasters as well.\nMake Sure the Math Maths – As podcasts grow into video, evaluating ad buys becomes more complicated. How do you value-in the different elements? Nick\u2019s 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.\nParaphrasing Ferris Bueller, podcasting moves pretty fast. If you don\u2019t stop and tune in, you might miss it. To keep up, catch the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3680,"title":"Golden Podcast Hacks from the MeidasTouch; Creative Practices that Outlive Trends; Video Podcast Measurement Gets an Upgrade & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-05-204620.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audio-gold-charting-the-rise-of-the-meidastouch-network-with-the-meiselas-brothers-2\/","date":"April 30, 2025","description":"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 \u201cWhat\u2019s a Podcast? The Extended Interviews,\u201d we sit down with the creators of the fastest-growing independent media network in the world, the MeidasTouch.\nDan 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.\nThey\u2019re talking: Growth Hacks, Serving your Audience, Family SWOT Analysis, and more. Let\u2019s dive in.\n\n\u201c\u200aEverything we do is malleable. While podcasts feel like they have been around for a long time, it’s still such a new industry\u2026 You can never get too comfortable. Always be looking at \u2018how is this changing? What’s next?\u201d\n–Brett Meiselas, (Co-founder, MeidasTouch Network)\nHow 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.\nIndependent = 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.\nThe 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\u2019re communicative, direct, and solution-oriented. Work. With. Them!\nFor more (MeidasTouch) gold nuggets, mined just for CAOs, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nOne Big Happy Family\nNetwork:\u00a0All Things Comedy \/ Monthly Downloads: 60k\nScheduling a family dinner? Stressful and difficult. Scheduling a weekly podcast with your entire family? Basically impossible. And yet, stand-up comedian and author\u00a0Zarna Garg\u00a0does just that every week with her husband and three children. Recorded over Zoom, it\u2019s 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\u2019re extremely busy, fulfilled folks who still value family above everything else. This offering was previously unavailable for sponsorship, but it\u2019s recently fallen under the stewardship of\u00a0All 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\u2019re not invited to the family reunion, but you are invited to click the link below to gather more information.\nGet The Deal\n\nLove Thy Neighbor\nNetwork:\u00a0TMG Studios \/ Monthly Downloads: 45k \/ Current Civility Score:\u00a0 64, MEDIUM\nDom Roberts\u00a0and\u00a0Maya Umemoto Gorman\u00a0inhabit two ideals: Your best friends and the people you aspire to be. Both Roberts and Gorman are reigning hosts of\u00a0Upstairs Neighbors, an independent podcast that\u2019s gained sizable traction this past year. Now repped by\u00a0TMG 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\u2019s breaking down\u00a0Coachella, riffin\u2019 on the new\u00a0Minecraft 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.\nGet The Deal\n\nIn Case You Missed It\nCreative Best Practices from an Industry Luminary\nEvery creator, podcaster and entrepreneur eventually learns the most powerful lessons aren\u2019t complicated. In many cases, they\u2019re timeless.\u00a0Steven Goldstein\u00a0of\u00a0Amplifi Media\u00a0outlines five timeless creative truths. This post is aimed at podcast creators, but the insights also apply to marketers that guide advertising messaging.\nRead More\nWall Street Hammers Spotify\nSpotify\u00a0shares 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\u2019s stock on this news. But any brand nearing 20 years would kill for Spotify\u2019s audience growth. There\u2019s a reason they dominate audio.\nRead More\nBrand Impact Measurement for Video Podcast Ads\nVideo podcasting, especially on YouTube, is reshaping how podcasts are consumed and monetized.\u00a0Signal Hill Insights\u00a0now offers brand lift measurement for embedded video podcast ads\u2014despite YouTube\u2019s restrictions on pixel-based tracking. It\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nBen Carlin\u2019s Wizardly Wellness Recommendation\nFrom the magic minds of the\u00a0Super Carlin Brothers\u00a0and favorite Harry Potter aficionado podcast,\u00a0Through the Griffin Door,\u00a0Ben Carlin\u00a0wows listeners in this\u00a0#STLR\u00a0with a standing ovation for\u00a0ProLon Life. With a sincere\u00a0setup\u00a0on the challenges of becoming a new parent, while crediting his wife for discovering the program, Ben introduces\u00a0ProLon Life\u00a0as a realistic, science-backed solution to getting back on track. While maintaining an approachable tone and genuine excitement, he\u00a0substantiates\u00a0further by explaining that\u00a0ProLon\u00a0is a five-day, plant-based fasting-mimicking program designed to trigger cellular renewal.\u00a0 This live read strikes a great tone between informed and approachable, like a best friend giving their honest\u00a0endorsement. Ben further establishes ProLon\u2019s\u00a0credibility\u00a0referencing \u201cNobel-winning science\u201d 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\u2019s encouraging to know that\u00a0ProLon\u00a0can help you reach your healthy weight loss and longevity goals\u2014so you can keep up.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nTo Infinitum And Beyond!\nOxford Road\u2019s VP of Creative Services,\u00a0Stew 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,\u00a0Ad Infinitum, picked up five Gold and three Silver\u00a0Davey Awards\u00a0last year. This week, the team at the\u00a0Academy of Interactive & Visual Arts, which hosts the Davey Awards, sat down with Stew to discuss the show and his craft. This one\u2019s for audio nerds, and the fact that you\u2019ve made it this far in this week\u2019s newsletter makes you a part of that crew. Congratulations again, Stew!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese\nRubi Mora","landing_redirection":""},{"id":1350,"title":"Audio Gold - Charting the Rise of the MeidasTouch Network with the Meiselas Brothers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aBLQb_IqRLdaBxoy_WebsiteGraphics-5--1-.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audio-gold-charting-the-rise-of-the-meidastouch-network-with-the-meiselas-brothers\/","date":"April 30, 2025","description":"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 \u201cWhat\u2019s a Podcast? The Extended Interviews,\u201d we sit down with the creators of the fastest-growing independent media network in the world, the MeidasTouch.\nDan 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.\nThey\u2019re talking: Growth Hacks, Serving your Audience, Family SWOT Analysis, and more. Let\u2019s dive in.\n\n\u201c\u200aEverything we do is malleable. While podcasts feel like they have been around for a long time, it’s still such a new industry\u2026 You can never get too comfortable. Always be looking at \u2018how is this changing? What’s next?\u201d\n–Brett Meiselas, (Co-founder, MeidasTouch Network)\nHow 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.\nIndependent = 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.\nThe 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\u2019re communicative, direct, and solution-oriented. Work. With. Them!\nFor more (MeidasTouch) gold nuggets, mined just for CAOs, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3692,"title":"If You Can See It with Your Eyes Closed\u2026 Granger & Rosin Continue Defining Podcast; $2.4B Ad Surge; Bartlett Says NO; BBC Expands East","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/04\/Captura-de-pantalla-2025-12-08-200127.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/if-you-can-see-it-with-your-eyes-closed-granger-2-4b-ad-surge-bartlett-says-no-bbc-expands-east\/","date":"April 23, 2025","description":"The Media Roundtable limited series: \u201cWhat\u2019s a Podcast? \u2013 The Extended Interviews\u201d continues with this crucial debate. This week’s episode is sponsored by Fairing.\nDan Granger (CEO, Oxford Road) teams up with Larry Rosin (President, Edison Research) for our extensive qualitative and quantitative journey to define what a \u2018podcast\u2019 is in 2025. This episode is a culmination of all that work: a debate to finally forge one definition to rule them all.\nTogether we’re talking: Consumers vs the Industry, the Spirit of Podcasting, Video Inclusion, and more. Let’s dig in.\n\u201c\u200aIt’s such an American idea, this democratization of voices\u2013this fact that now there is actually representation of interests that were underserved for so long.\u201d\n\nDan Granger (CEO, Oxford Road)\n\nThe Pod Stays in the Picture – Going back at least a decade, parts of the industry have grumbled about changing the name \u2018podcast.\u2019 (After all, we don\u2019t 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\u2019s connection to its roots of origin.\nOpen Airwaves – To understand what\u2019s 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\u2019s 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.\nThe 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\u2019s 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\u2019t. Video podcasts are enhanced with visuals, but they\u2019re not always needed to make the show work.\n\nFor 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nFeeling Very Uncomfy\nNetwork:\u00a0American Public Media \/ Monthly Downloads: 43k \/ Current Civility Score:\u00a099, HIGH\nNext week marks the 11th season of\u00a0American Public Media\u2019s premier podcast,\u00a0This Is Uncomfortable, hosted by\u00a0Reema Khrais of Marketplace. The show now sets itself apart from its origins by delving into the interpersonal workings of money\u2019s entrapments and ultimate rewards. And this podcast doesn\u2019t 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\u2019s best traditions, the show also makes room for modern America\u2019s mindset. This offering takes on explicit topics, but in the best and most civil manner, ensuring brand safety and messaging alignment. Since the show\u2019s 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.\nGet The Deal\n\nThe Skeletons are Rattling in Their Closets\nNetwork:\u00a0Amplitude Media Partners \/ Monthly Downloads: 10k\nFresh from\u00a0Amplitude Media Partners\u2019 newest partnership with\u00a0Multitude Productions\u00a0comes\u00a0This Guy Sucked, a history podcast that asks the question, \u201cDid this guy suck?\u201d Historian\u00a0Claire Aubin\u00a0is joined by new guests each week to examine truth vs tall tales associated with history\u2019s greatest victors. Whether she\u2019s highlighting the antics of\u00a0Jerry Lee Lewis\u00a0or\u00a0Voltaire,\u00a0every 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\u2019t just bad, they sucked, and you can learn more about them via the link below.\nGet The Deal\n\nIn Case You Missed It\nIAB Reports Big Growth for Podcasting\nPodcast 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\u00a0IAB\/PwC Internet Ad Revenue Report. The\u00a0IAB Internet Advertising Revenue Report: Full Year 2024\u00a0is available for free download. Even with recent growth, podcasts account for less than 1% of all digital ad spend. There\u2019s still plenty of room to grow, as ad investment continues to lag far behind the time consumers spend listening to podcasts.\nRead More\nSteven Bartlett Takes a Stand\nSteven Bartlett, host of\u00a0The 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\u00a010.1 million YouTube subscribers\u00a0and a billion listens\/views, his podcast remains a global success. Bartlett plans to expand into the U.S. after\u00a0signing with Hollywood\u2019s WME talent agency\u00a0in January. Hear, hear for\u00a0Steven Bartlett. CAOs, podcasting works best when it remains open and accessible across platforms, and when ad loads stay low.\nRead More\nThe BBC is Eyeing Growth in Asia\nBBC Audio\u00a0has partnered with\u00a0Audacia Audio\u00a0to sell podcast ad inventory across seven Asian countries, including Singapore, Malaysia, Indonesia, Philippines, Thailand, South Korea, and Vietnam. This move strengthens the BBC\u2019s commercial presence in the region, capitalizing on the growing popularity of podcasts. The deal expands access to popular BBC podcasts like\u00a0The Global News Podcast,\u00a0Learning English Conversations,\u00a0The Documentary,\u00a0Football Daily, and\u00a0Business Daily. Reaching Asian audiences through podcasting has historically been a challenge. That\u2019s why this news could be a big deal for marketers looking to expand their podcast campaigns into Asian markets.\nRead More\n\n#SaveTheLiveReads\n\nParlez Vous Fran\u00e7ais avec Babbel\nCorrine Stokoe, host of the\u00a0Mint Arrow Messages\u00a0podcast,\u00a0sets up\u00a0this week’s\u00a0#STLR\u00a0for\u00a0Babbel, sharing a heartfelt tale of her family history that reveals a deep-rooted connection to the French language. Corrine offers glowing\u00a0substantiation\u00a0for the language-learning app, which helped her turn that connection into action. With raw emotion and her soothing\u00a0delivery, this ad feels more like a genuine recommendation than a pitch, inspiring listeners to embark on their own language learning journeys with\u00a0Babbel\u2019s concise 10-minute lessons, crafted by over 200 language experts. Offering a generous 60% discount, Stokoe wraps up her compelling\u00a0Call To Action\u00a0in a way that makes learning a new language feel both personal and easily doable, with the help of that familiar\u00a0Babbel sound\u00a0of affirmation.\nListen Here\nContact us for a Consultation\u00a0\n\n\nBeyond promo codes, vanity URLs, and pixels\nCapture the podcast listeners, your current attribution misses.\nWhen 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.\u00a0Fairing‘s attribution surveys reveal these invisible conversions with minimal setup\u2014just add our script alongside your existing pixels and start measuring in minutes.\nSee why audio advertisers are adding Fairing to:\n\nQuantify\u00a0the 60%+ of listeners who convert directly\nComplement\u00a0existing measurement tools without replacing them\nImplement\u00a0with little to no dev resources\n\nComplete your attribution picture \u2192\n\nOXFORd In The News\nAdam Carolla on \u201cWhat\u2019s a Podcast?\u201d\nOur friends over at\u00a0Podnews\u00a0shared our latest podcast mini-series,\u00a0\u201cWhat\u2019s a Podcast,\u201d\u00a0in their \u2018new and noteworthy\u2019 section, explicitly calling out our \u201cCharting Podcasting\u2019s Pirate Ship Past\u201d episode with\u00a0Adam Carolla. If you haven\u2019t listened to the episode yet, it\u2019s the fourth in the series where our own\u00a0Dan Granger\u00a0(CEO,\u00a0Oxford Road) sits down with the podcasting pioneer to talk about Audio Magic, Betting on Yourself, Podcasting\u2019s Meritocracy, and more. However, our loyal Influencer readers are already aware of this, as we shared it in last week\u2019s edition.\ud83d\ude09 Thank you to\u00a0Podnews\u00a0for considering our little passion project as new and noteworthy; We agree. Catch up on the entire series\u00a0here.\nRead More\nAxios Weighs in on \u201cWhat\u2019s a Podcast?\u201d\nAxios\u00a0also mentions Oxford Road and Edison Research\u2019s \u201cWhat\u2019s a Podcast?\u201d report in this week\u2019s\u00a0Media Trends Newsbrief, as well as in their\u00a0newsletter. Both articles include a link to our report\u2019s\u00a0landing page. It\u2019s a groundbreaking move, and if you haven\u2019t read the report yet, now is a good time to check it out.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\nThank you to the team that puts\u00a0The Influencer\u00a0together each week:\nEzra Fox \u2013 Media Roundtable & Ad Infinitum recap\nSpencer Semonson\u00a0\u2013 Classifieds\nNeal Lucey\u00a0\u2013 In Case You Missed It\nHannah Lloyd\u00a0\u2013 Save The Live Reads\nEditors:\nKyle Jelinek\nShelley Kilburn\nMaryjane Bal\u00e1zs\nHaley Wiese","landing_redirection":""},{"id":1355,"title":"Redefining Podcasts: Audio, Video, and the Future of the Channel with Larry Rosin (Edison Research)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aAl-bPIqRLdaBjHC_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/redefining-podcasts-audio-video-and-the-future-of-the-channel-with-larry-rosin-edison-research\/","date":"April 23, 2025","description":"The Media Roundtable limited series: \u201cWhat\u2019s a Podcast? \u2013 The Extended Interviews\u201d continues with this crucial debate. This week’s episode is sponsored by Fairing.\nDan Granger (CEO, Oxford Road) teams up with Larry Rosin (President, Edison Research) for our extensive qualitative and quantitative journey to define what a \u2018podcast\u2019 is in 2025. This episode is a culmination of all that work: a debate to finally forge one definition to rule them all.\nTogether we’re talking: Consumers vs the Industry, the Spirit of Podcasting, Video Inclusion, and more. Let’s dig in.\n\u201c\u200aIt’s such an American idea, this democratization of voices\u2013this fact that now there is actually representation of interests that were underserved for so long.\u201d\n\nDan Granger (CEO, Oxford Road)\n\nThe Pod Stays in the Picture – Going back at least a decade, parts of the industry have grumbled about changing the name \u2018podcast.\u2019 (After all, we don\u2019t 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\u2019s connection to its roots of origin.\nOpen Airwaves – To understand what\u2019s 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\u2019s 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.\nThe 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\u2019s 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\u2019t. Video podcasts are enhanced with visuals, but they\u2019re not always needed to make the show work.\n\nFor 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3696,"title":"What\u2019s a Podcast Extended - Adam Carolla Preaches The Audio Gospel; Amazon All-In on Podcasts; Paying Attention to Creative; Podcast\u2019s New Playground","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/04\/Captura-de-pantalla-2025-12-08-201306.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whats-a-podcast-extended-adam-carolla-preaches-the-audio-gospel-amazon-all-in-on-podcasts-paying-attention-to-creative-podcasts-new-playground\/","date":"April 16, 2025","description":"Presenting The Media Roundtable Limited Series: \u201cWhat\u2019s a Podcast? \u2013 The Extended Interviews.\u201d This week, we have a guest who\u2019s not only influential in podcasting history but in Oxford Road history too.\nWhile 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).\nTogether they talked: Audio Magic, Betting on Yourself, Podcasting\u2019s Meritocracy, and more. Let\u2019s dive in.\n\u201c\u200aBig picture, the people with the voices and the people with the ideas are gonna win. That’s what makes it pure.\u201d\n\nAdam Carolla (Podcast Pioneer, Host of The Adam Carolla Show)\n\n16 Million Minutes \u23f1\ufe0f – 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\u2019s bet on himself continued to pay off.\nAudio 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\u2019ve started in audio-only formats because they know what it takes for their voices to come to life and connect with audiences.\nThe Podcast Meritocracy \u2696\ufe0f – Even though Podcasting goes through waves of \u201cstunt casting,\u201d 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\u2019re worth listening to week after week. Audiences, not algorithms, connecting with hosts and choosing accordingly, has always been at the heart of podcasting.\nFor more insights from one of podcasting\u2019s Founding Fathers, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nMany Pearls of Wisdom\nNetwork:\u00a0FannieCo Podcasting \/ Monthly Downloads: 75k \/ Current Civility Score:\u00a0 72, MEDIUM\nDoomscrolling on TikTok gets a horrible rap, but for curious lifelong learners it can unlock some of the greatest mysteries. This opportunity from\u00a0FannieCo 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.\nGet The Deal\n\nBears. Beets. Battlestar Galactica.\nNetwork:\u00a0Voicing Change Media \/ Monthly Downloads: 135k \/\u00a0Current Civility Score:\u00a0 90, HIGH\nComedy has become the dominant genre, but that wasn\u2019t always the case. Often seen as a strange, unsafe, and untrustworthy\u00a0genre, there\u2019s now a litany of creators who\u2019ve built spaces, audiences, and many advertisers who\u2019ve found success too.\u00a0Rainn Wilson\u00a0may 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\u2019s own sense of self. Though there\u2019s 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\u2019re looking for a customer interested in spiritual guidance, self-improvement, or a reprieve from the daily grind, you\u2019ll find them easily here.\u00a0Our prices have never been lower, so now\u2019s the time to click below for further enlightenment.\nGet The Deal\n\nIn Case You Missed It\nThe Value of Creative\nTurns out, what we\u2019ve known all along is substantiated; it\u2019s not who you reach \u2014 it\u2019s what you say. New research from Westwood One\u2019s\u00a0Pierre Bouvard\u00a0shows 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\u2019t be shocked when it blends in \u2014 it’s time to turn up the volume on your storytelling.\nRead More\n\u201dPrime\u201d Time for Podcasts\nPodcasting has come out swinging in 2025 with solid ad growth, and Amazon is claiming the crown as 2024\u2019s top advertiser in the space. That\u2019s 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\u2019ve got a whole\u00a0Ad Infinitum Episode\u00a0about that). Podcasting isn\u2019t just brand-safe, it\u2019s brand-essential. If Amazon’s betting big on ear-time, it’s time to ask whether your audio strategy is keeping pace\u2026 or still buffering.\nRead More\nPod is the New Playground\nNickelodeon\u00a0and\u00a0Starglow\u00a0are bringing beloved characters like\u00a0Dora\u00a0and the\u00a0Paw Patrol\u00a0pups into the podcast space \u2014 and it\u2019s not just about entertaining kids. It\u2019s 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\u2014not 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.\nRead More\n\n#SaveTheLiveReads\n\nGround News \u2013 The Doctor\u2019s Remedy For Algorithmitis\nStraight from\u00a0Dr. Abdul El-Sayed, the thought-provoking and hyper-critical co-host of\u00a0America Dissected,\u00a0this week\u2019s #STLR\u00a0 is all about the challenges of navigating media bias in the form of\u00a0Ground News. Dr. El-Sayed\u00a0substantiates\u00a0the usefulness of this platform\u2019s unique tools, like its “blind spots” feature, which helps users compare different perspectives on the same story. He further\u00a0demonstrates\u00a0how 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\u00a0urgency\u00a0while reinforcing the value of\u00a0Ground News\u00a0for critical thinking. Along with the host\u2019s background in politics and civil service,\u00a0Ground News\u00a0is 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\nListen Here\nContact us for a Consultation\u00a0\n\n\nReach Diehard Sports Fans with ALLCITY Network\nSports fans don\u2019t just follow their teams\u2014they live them.\u00a0ALLCITY Network\u00a0delivers the most complete local sports media experience with daily podcasts, pregame\/postgame shows, and community-driven coverage that fans can\u2019t get anywhere else.\nBut ALLCITY isn\u2019t just redefining podcasts\u2014it\u2019s expanding daily sports coverage across Roku, Samsung, and connected TVs, giving brands more ways to engage beyond just Podcast platforms and YouTube.\nFor 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\u2019s never been a better time to reach engaged sports fans.\nLooking for a smarter way to advertise in sports? Email\u00a0advertising@allcitynetwork.com\u00a0to start the conversation.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1360,"title":"Charting Podcasting\u2019s Pirate Ship Past with Adam Carolla","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aABYu-vxEdbNPKZb_WebsiteGraphics-1-.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/charting-podcastings-pirate-ship-past-with-adam-carolla\/","date":"April 16, 2025","description":"Presenting The Media Roundtable Limited Series: \u201cWhat\u2019s a Podcast? \u2013 The Extended Interviews.\u201d This week, we have a guest who\u2019s not only influential in podcasting history but in Oxford Road history too.\nWhile 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).\nTogether they talked: Audio Magic, Betting on Yourself, Podcasting\u2019s Meritocracy, and more. Let\u2019s dive in.\n\u201c\u200aBig picture, the people with the voices and the people with the ideas are gonna win. That’s what makes it pure.\u201d\n\nAdam Carolla (Podcast Pioneer, Host of The Adam Carolla Show)\n\n16 Million Minutes \u23f1\ufe0f – 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\u2019s bet on himself continued to pay off.\nAudio 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\u2019ve started in audio-only formats because they know what it takes for their voices to come to life and connect with audiences.\nThe Podcast Meritocracy \u2696\ufe0f – Even though Podcasting goes through waves of \u201cstunt casting,\u201d 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\u2019re worth listening to week after week. Audiences, not algorithms, connecting with hosts and choosing accordingly, has always been at the heart of podcasting.\nFor more insights from one of podcasting\u2019s Founding Fathers, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3767,"title":"We Came, We Spoke, We Started a Movement\u2014Recapping Evolutions 2025: Video Podcasts Climbing, Radio\u2019s Thriving, and Wearout\u2019s a Myth","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/04\/Captura-de-pantalla-2025-12-10-212754.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-came-we-spoke-we-started-a-movement-recapping-evolutions-2025-video-podcasts-climbing-radios-thriving-and-wearouts-a-myth\/","date":"April 9, 2025","description":"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.\nDan Granger (CEO, Oxford Road) hosts a full panel of Audio All-Stars:\n\u2b50 Bart Roselli (SVP, Media, Oxford Road)\n\u2b50 Conor Doyle (President, Oxford Road)\n\u2b50 Miranda Romano (SVP, Media, Oxford Road)\n\u2b50 Stew Redwine (VP Creative Services, Oxford Road)\nThe team is talking: 80 Steps for Ads, Audience over Algorithms, The Big Podcasting Tent, and more. Let\u2019s dig in.\n\u201cNow 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.\u201d\n\nDan Granger (CEO, Oxford Road)\n\n80 Steps\u00a0 \u26f0\ufe0f – 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:\n1. There might be a few steps to cut from the host-read onboarding process.\n2. The live-read is so valuable to the advertiser that this artisanal, handmade ad process can\u2019t be replaced purely by raw efficiency.\nAudience 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\u2013creating content that\u2019s distinctly chosen for a community. (The same relationship that makes authentic endorsements valuable to advertisers) Algo chasing is \u2018backburnering\u2019 your current community for another potential one. To paraphrase the old adage: \u201cFind new listeners, but keep the old. One is silver, the other\u2019s gold.\u201d\nThe Big Podcasting Tent – We\u2019ve been laser-focused on defining what a podcast is so we can help unify the industry and move ahead. We\u2019ve 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\u2019t have to be. Instead of drawing hard lines, let\u2019s widen the tent. When we do that, we can accurately show just how big podcasting is, how fast it\u2019s 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.\n\nFor countless insights straight from Podcast Movement Evolutions 2025 for your ears, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nPut Another Dime in the Jukebox, Baby\nNetwork:\u00a0Gamut Podcast Network \/ Monthly Downloads: 3m\nNewly rebranded shows don\u2019t often land at recently rebranded networks, and yet here we are. Formerly YouTube only,\u00a0Professor of Rock\u00a0is the newest simulcast opportunity from the former Hubbard Radio, now\u00a0Gamut Podcast NetworkAdam Reader\u00a0has 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.\u00a0Reader\u00a0has 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\u2019 roll all night and party every day, indulge the link below for more.\nGet The Deal\n\nAsk Me No Questions, I\u2019ll Tell You No Lies\nNetwork:\u00a0Studio 71 \/ Monthly Downloads: 2.2m\nShane Smith\u00a0has a lot of questions, and oh man, do we want to hear the answers! Smith is best known for co-founding\u00a0Vice.com, a guerrilla-style journalistic endeavor that views the world through a very specific lens. Now working as a free agent through\u00a0Club Random\u00a0(headed by comedian\u00a0Bill Maher), Smith is sitting down with various tastemakers, experts, and scientists to poke and prod at everything mysterious. Whether he\u2019s 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\u2019ll tell you plain and simple: just click below for details.\nGet The Deal\n\nIn Case You Missed It\nThere\u2019s A Place for Audio and Video in Podcasting\nThe rise of video podcasting is not replacing audio podcasts but rather complementing them. \u201cThe State of Video Podcasting 2025\u201d study by\u00a0Coleman Insights\u00a0and\u00a0Amplifi Media, presented at\u00a0Podcast 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\u2019t going to eat podcasting anytime soon\u2014despite what some publishers might hope. Start with audio and enhance with video, not the other way around. Audio is at the core of podcasting.\nRead More\nAd Wearout, What Wearout?\nA recent study by\u00a0ABX 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\u00a0Les Binet,\u00a0System1, and\u00a0Kantar\u00a0support these findings. Wearout is overrated. In performance marketing, let the data lead. In streaming audio\u2014where habitual listening is more common\u2014creative refreshes matter more. Remember, there are always exceptions.\nRead More\nConnecting with Black Consumers\nA new study by the National Association of Black Owned Broadcasters\u00a0(NABOB) and\u00a0Nielsen\u00a0highlights 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\u2019re 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.\nRead More\n\n#SaveTheLiveReads\n\n1Password is Seamless for Primary Tech\nTopping the #STLR charts this week is a great podcast ad-read from\u00a0Primary Technology\u00a0hosted by\u00a0Stephen Robles\u00a0and\u00a0Jason Aten\u00a0for our advertiser,\u00a01Password. This ad nails it by leaning on the host\u2019s authentic\u00a0delivery, making his endorsement feel personal and trustworthy. It immediately hooks listeners with the universal problem\u2014password overload\u2014and positions\u00a01Password\u00a0as the prominent, secure fix. Instead of drowning in features,\u00a01Password\u00a0focuses 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,\u00a0\u201cI use it, and you should too\u201d\u00a0\u2014 the gold standard for a solid\u00a0personal 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\nThe Daily Wire\u00a0doesn\u2019t just comment on the culture\u2014they reshape it.\nFor 10 years, they\u2019ve challenged the gatekeepers, built real alternatives, and refused to play by the Left\u2019s rules.\nWant in?\u00a0Join the most trusted voices in conservative media\u2014Ben Shapiro, Matt Walsh, Michael Knowles, Dr. Jordan B. Peterson, and more\u2014at DailyWire.com\/Subscribe.\n\n\nGet full, uncensored daily shows\nExclusive access to live chats with hosts, fans, and the team behind the scenes\nPremium entertainment and documentaries like What Is a Woman? and Am I Racist?\u2014content that actually shifts the culture\n\nJoin Now\n\nOXFORd In The News\n\nWhat is a Podcast? | Press Coverage\nPodcasting is booming, but the industry is having a “define me” moment. Last week, we shared our industry-defining\u00a0\u201cWhat is a Podcast\u201d\u00a0whitepaper, and the industry is taking note. Major publications like;\u00a0Business Insider,\u00a0Yahoo Finance,\u00a0Podwires,\u00a0Podcasting Today,\u00a0Inside Radio,\u00a0Podcast News Daily,\u00a0Podnews,\u00a0Radio Online,\u00a0Sounds Profitable,\u00a0MediaPost-Publishing Insider\u00a0and\u00a0Roast Brief\u00a0have shared our findings to help set the record straight: audio-only podcasts aren\u2019t just the roots of the medium\u2014they’re a powerful, distinct format that deserves clarity and respect. Interested in uniting around a clear, inclusive, multi-platform definition of \u201cpodcast?\u201d Now\u2019s the perfect time to preserve the spirit of openness and accessibility that made podcasting a movement\u2014not just a medium. Join us\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1349,"title":"All Ears: Everything We Learned at Podcast Movement Evolutions 2025","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z_cL3OvxEdbNO0g9_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/all-ears-everything-we-learned-at-podcast-movement-evolutions-2025\/","date":"April 9, 2025","description":"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.\nDan Granger (CEO, Oxford Road) hosts a full panel of Audio All-Stars:\n\u2b50 Bart Roselli (SVP, Media, Oxford Road)\n\u2b50 Conor Doyle (President, Oxford Road)\n\u2b50 Miranda Romano (SVP, Media, Oxford Road)\n\u2b50 Stew Redwine (VP Creative Services, Oxford Road)\nThe team is talking: 80 Steps for Ads, Audience over Algorithms, The Big Podcasting Tent, and more. Let\u2019s dig in.\n\u201cNow 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.\u201d\n\nDan Granger (CEO, Oxford Road)\n\n80 Steps\u00a0 \u26f0\ufe0f – 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:\n1. There might be a few steps to cut from the host-read onboarding process.\n2. The live-read is so valuable to the advertiser that this artisanal, handmade ad process can\u2019t be replaced purely by raw efficiency.\nAudience 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\u2013creating content that\u2019s distinctly chosen for a community. (The same relationship that makes authentic endorsements valuable to advertisers) Algo chasing is \u2018backburnering\u2019 your current community for another potential one. To paraphrase the old adage: \u201cFind new listeners, but keep the old. One is silver, the other\u2019s gold.\u201d\nThe Big Podcasting Tent – We\u2019ve been laser-focused on defining what a podcast is so we can help unify the industry and move ahead. We\u2019ve 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\u2019t have to be. Instead of drawing hard lines, let\u2019s widen the tent. When we do that, we can accurately show just how big podcasting is, how fast it\u2019s 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.\n\nFor countless insights straight from Podcast Movement Evolutions 2025 for your ears, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":2110,"title":"What is a Podcast?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Z-tBjHdAxsiBwJcr_CoverWAP-1.png","image_alt":"podcast","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whats-a-podcast\/","date":"April 2, 2025","description":"","landing_redirection":""},{"id":1359,"title":"Episode 2: The Explosion \u2013 Mainstream & the Pod-demic","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z-2gVndAxsiBwPnd_YellowModernMinimalistNewPodcastEpisodePodcastCoverInstagramPost-3--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/after-serial-broke-the-sound-barrier-podcasting-we\/","date":"April 2, 2025","description":"After Serial broke the sound barrier, podcasting went from niche to everywhere\u2014fast.\nIn this episode, we follow the industry through its Hollywood makeover, the rise of podcast celebrities, and a pandemic-era boom that flooded the market with new voices.\nHear from insiders like Bryan Barletta, Pete Birsinger, and the Meiselas Brothers on how podcasting became a business, a brand builder\u2013for D2C brands and podcasters\u2019 personal brands alike\u2013and a battleground for independence.\nFrom million-dollar deals to the chaos of overproduction, this is the story of podcasting\u2019s wildest decade.\nFor the most comprehensive picture of what podcasting means to consumers today, check out our accompanying white paper with Edison Research, \u201cWhat is a Podcast?: Preserving its Essence, Structuring for Expansion,\u201d featuring quantitative and qualitative data compiled from over 4,000 Americans.\nDownload the White Paper Here: https:\/\/oxfordroad.com\/whats-a-podcast\u00a0\nAnd if you\u2019re really invested in the future of podcasting, there\u2019s something you can do today. Help us bring YouTube, Spotify, and other platforms to the table\u2014not to regulate, but to collaborate. Sign our petition for a shared definition, an open measurement framework, and a future where podcasting remains open, inclusive, and built to last.\nAdd Your Name to the Petition Here: https:\/\/chng.it\/6S5S7bPrjR\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1358,"title":"Episode 3: The Crossroads \u2013 Identity Crisis & the Future","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z-2gVndAxsiBwPnd_YellowModernMinimalistNewPodcastEpisodePodcastCoverInstagramPost-3--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/episode-3-the-crossroads-identity-crisis-the-future\/","date":"April 2, 2025","description":"So\u2026 what is a podcast in 2025? As video takes over and platforms tighten their grip, the medium faces an identity crisis. In our final episode, we examine what\u2019s at stake and where podcasting might go next. You\u2019ll hear from industry leaders like Guy Raz, James Cridland, Dan Franks, and AJ Feliciano as they wrestle with the evolving definition of podcasting, the tension between independence and algorithms, and the future of audio-first storytelling. Because the word \u201cpodcast\u201d might be up for debate\u2014but its power is not.\nFor the most comprehensive picture of what podcasting means to consumers today, check out our accompanying white paper with Edison Research, \u201cWhat is a Podcast?: Preserving its Essence, Structuring for Expansion,\u201d featuring quantitative and qualitative data compiled from over 4,000 Americans.\nDownload the White Paper Here: https:\/\/oxfordroad.com\/whats-a-podcast\nAnd if you\u2019re really invested in the future of podcasting, there\u2019s something you can do today. Help us bring YouTube, Spotify, and other platforms to the table\u2014not to regulate, but to collaborate. Sign our petition for a shared definition, an open measurement framework, and a future where podcasting remains open, inclusive, and built to last.\nAdd Your Name to the Petition Here: https:\/\/chng.it\/6S5S7bPrjR\n\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1357,"title":"So What is a Podcast? We Polled Over 4,000 People, Launched a Docuseries, and May Have Started a Revolution.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z-2gVndAxsiBwPnd_YellowModernMinimalistNewPodcastEpisodePodcastCoverInstagramPost-3--scaled.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/so-what-is-a-podcast-we-polled-over-4000-people-launched-a-docuseries-and-may-have-started-a-revolution\/","date":"April 2, 2025","description":"What\u2019s a Podcast?: The Revolution Redefined\nTwenty years ago, \u201cWhat\u2019s a podcast?\u201d was an innocent question\u2014asked with curiosity, maybe confusion. Today, it\u2019s a loaded one, with real consequences for creators, platforms, advertisers, and the future of the medium itself.\n\u201c\u200aWhy does the definition of a podcast even matter? If we don’t define it clearly, we leave it to others to decide.\u201d\n\n\u00a0Dan Granger (CEO, Oxford Road)\n\nThat\u2019s why we\u2019re taking the question head-on with two major releases this week:\nIn 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\u2014it\u2019s about protecting the open, intimate, creator-first medium we all believe in.\nDownload the White Paper Here\nIn 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\u2019s billion-dollar ecosystem.\n\ufe0fEpisode 1: The Genesis – The Accidental Revolution (2004-2013)\nFrom MP3 uploads by the great Robin Williams to Adam Carolla\u2019s marketing test runs, we explore the DIY spirit that launched a media movement.\nFeaturing Ira Glass, Adam Carolla, Leo Laporte, and more.\nEpisode 2: The Explosion – Mainstream and the Pod-Demic (2014-2022)\nSerial broke podcasting wide open\u2014and brands, platforms, and creators flooded in. Then came the COVID boom, and eventually, a sobering correction.\nFeaturing\u00a0 Bryan Barletta, Pete Birsinger, the Meiselas brothers, and more.\n Episode 3: The Crossroads – Identity Crisis and the Future (2023-Present)\nWith 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?\nFeaturing Guy Raz, James Cridland, Dan Franks, AJ Feliciano, and more.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\nHelp Shape the Future\nWe\u2019re not here to gatekeep\u2014we\u2019re here to rally. Podcasting has always thrived when creators, platforms, and advertisers build together.\nSo we\u2019re 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.\nSign the Petition Here\nPodcasting has never been just another media channel. It\u2019s personal. It\u2019s powerful. And it\u2019s ours to protect.\n\u201cThis is what made podcasts special. And this is what we must preserve\u2014lest we find ourselves defined out of existence.\u201d\n\nDan Granger (CEO, Oxford Road)","landing_redirection":""},{"id":1353,"title":"Episode 1: The Genesis \u2013 The Accidental Revolution","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z-2gVndAxsiBwPnd_YellowModernMinimalistNewPodcastEpisodePodcastCoverInstagramPost-3--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasting-didnt-start-with-a-business-planit-star\/","date":"April 2, 2025","description":"Podcasting didn\u2019t start with a business plan\u2014it started with rebels, weirdos, and accidental pioneers tinkering in garages.\nIn Episode 1 of What\u2019s A Podcast?, we trace the medium\u2019s origin story\u2014from the earliest RSS hacks to the moment Steve Jobs brought podcasts to iTunes. Along the way, you\u2019ll hear from Adam Carolla and Leo Laporte on bypassing traditional media, and Ira Glass on how public radio helped shape podcasting\u2019s storytelling DNA. Featuring firsthand interviews with the people who built podcasting before it had a name\u2014and who are still fighting to define what it is today.\nFor the most comprehensive picture of what podcasting means to consumers today, check out our accompanying white paper with Edison Research, \u201cWhat is a Podcast?: Preserving its Essence, Structuring for Expansion,\u201d featuring quantitative and qualitative data compiled from over 4,000 Americans. \nDownload the White Paper Here: https:\/\/oxfordroad.com\/whats-a-podcast\nAnd if you\u2019re really invested in the future of podcasting, there\u2019s something you can do today. Help us bring YouTube, Spotify, and other platforms to the table\u2014not to regulate, but to collaborate. Sign our petition for a shared definition, an open measurement framework, and a future where podcasting remains open, inclusive, and built to last.\nAdd Your Name to the Petition Here: https:\/\/chng.it\/6S5S7bPrjR\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3771,"title":"Ad Infinitum 3.2 \"Stay Safe in Sound\"; A Double Dose of Edison\u2019s Infinite Dial; Podscribe Makes a Leap in Audio Performance Measurement","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-10-214020.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-3-2-stay-safe-in-sound-a-double-dose-of-edisons-infinite-dial-podscribe-makes-a-leap-in-audio-performance-measurement\/","date":"March 26, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Brought to you by this week\u2019s sponsor, Claritas, we give you Ad Infinitum Season 3, Episode 2 – “Stay Safe in Sound.”\nHost 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\u2019s 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.\nAnd 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\u2019s dig in.\n\u201cClarity has a cleverness all of its own.\u201d\n\nStew Redwine (VP, Creative Services, Oxford Road)\n\n Context over Keywords – Just looking at keywords can make worthy shows look incredibly brand unsafe. That\u2019s why it pays to go deeper than the transcript. For CAOs if you\u2019re interested in supporting a history show, listen to the episodes. Talk to the creators. Read the reviews. Try Seekr\u2019s Civility Score. Is it less efficient? Absolutely. But you\u2019ll have a much stronger understanding of the show and have forged a deeper connection with the host. That\u2019s ultimately what powers the magic of audio.\n 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.\nSimplicity, 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, \u201cClarity has a cleverness all of its own.\u201d\nBy sharing her stories, Suzanne shows off audio\u2019s power to bring us closer together. To feel that power first-hand, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nCriminally Good True Crime Podcast\nNetwork:\u00a0True Native \/ Monthly Downloads: 300k \/ Current Civility Score: 98, HIGH\nWhile there\u2019s many new podcast releases to celebrate, this week we\u2019re showcasing two tried and true high performers. We start in the fertile True Crime genre, where many of today\u2019s largest DR brands continually see performance.\u00a0Crimehub: A True Crime Podcast\u00a0is an offshoot of Dr. NoSleep creator\u00a0Jason Pacheco\u2019s\u00a0 wildly popular\u00a0Scary 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\u00a0Dr. NoSleep\u00a0as a preferred listening option at bedtime, or when they just want to relax. Though it seems unlikely, this opportunity\u2019s host falls under the oft coveted \u201ccomfort creator\u201d moniker, and the show\u2019s longtime sponsors clearly reflect that. Sometimes crime pays, and you can too with the link below.\nGet The Deal\n\nWork Smarter, Not Harder\nNetwork:\u00a0Podtrac \/ Monthly Downloads: 9k \/ Current Civility Score:\u00a0 100, HIGH\nThe word productivity is tossed around corporate spaces willy-nilly, but you don\u2019t often hear about the people who make it their career.\u00a0Thanh Pham and Brooks Duncan\u00a0have done just that, bringing their tips and tricks to you weekly on their podcast,\u00a0The 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.\nGet The Deal\n\nIn Case You Missed It\nThe Infinite Dial Part 1\nEdison Research presented their\u00a0The Infinite Dial 2025\u00a0report last week, and there were a number of highlights to take in.\n\nOnline Audio Consumption at Record Highs:\u00a079% of Americans (228M) listen to online audio monthly, an all-time high;\u00a0Spotify\u00a0leads in online audio usage, followed by\u00a0YouTube Music\u00a0and\u00a0Pandora; Weekly online audio listeners total 210M Americans (73% of the population).\nPodcast Continues to Grow:\u00a048% of Americans consume podcasts monthly, increasing to 55% (158M) when video podcasts are included.\nIn-Car Audio Trends Shifting Toward Digital:\u00a0AM\/FM radio remains the most used in-car audio source, but online audio and podcasts are gaining ground.\u00a0Apple CarPlay\u00a0and\u00a0Android Auto\u00a0usage is increasing, making streaming audio more accessible in vehicles.\nCAOs, the shift is real: digital audio is a mass medium, and podcasts are mainstream.\n\nRead More\nThe Infinite Dial Part 2\nThe Infinite Dial 2025\u00a0through 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\u00a0The Infinite Dial? Yes\u2014but 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.\nRead More\nPodscribe Sets a New Standard in Attribution\nPodscribe\u2019s 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\u2014and so are the ways to measure its impact. Here at\u00a0Oxford Road\u00a0we\u2019ve 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.\nRead More\n\n#SaveTheLiveReads\n\nThuma For Your Rooma\nElevating your home with\u00a0Thuma\u2019s new design collection has never sounded so sexy, thanks to \u00a0Sharleen Joynt\u00a0and hubby\u00a0Andy Levine\u00a0on their\u00a0Dear Shandy\u00a0podcast. The love birds deliver an ecstatic\u00a0substantiation, starting with a jazzy little singing intro\u00a0hook. Incorporating enthusiastic banter about the exquisite Japanese craftsmanship, the couple shares their love for\u00a0Thuma\u2019s aesthetics and simplistic modern chic design. Sharleen and Andy\u00a0deliver\u00a0further details about\u00a0Thuma\u00a0with genuine excitement throughout their read. This lively, powerful duo is an excellent match for\u00a0Thuma, as furnishing a home together enables them to offer a thoughtful, collaborative\u00a0endorsement\u00a0for this brand.\nListen Here\nContact us for a Consultation\u00a0\n\n\nIn the dynamic world of marketing, truly understanding your campaign’s impact across multiple channels has been a challenge\u2014until now.\u00a0Claritas\u00a0is excited to introduce our groundbreaking Multi-Touch Cross-Channel Attribution solution, designed to revolutionize how you measure and optimize your marketing efforts.\nThis 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.\n\nPrecise ROI measurement: Gain unparalleled insights into which channels drive results.\nOptimize spend: Potential to save over $50 billion in advertising spend industry-wide.\nData-driven decisions: Make informed choices based on accurate, comprehensive attribution.\n\nInterested in learning more,\u00a0schedule a demo today!\n\n\n\nOXFORd In The News\nStill Planning Your \u201cEvolutions\u201d Schedule?\nThere\u2019s so much happening at next week\u2019s\u00a0Evolutions, planning your schedule can be daunting. If you\u2019re still mapping out which panels and speakers you want to attend, below is a list of\u00a0Oxford Road speakers and panelists you won\u2019t want to miss. Just enter the panel title below into the\u00a0Interactive Schedule\u00a0to help guide you:\n\nIf you still haven\u2019t yet secured your place at this year\u2019s event, there are still\u00a0tickets and passes available, but you have to move quickly. The event kicks off March 31st at the\u00a0Hyatt Regency McCormick Place\u00a0in Chicago! We\u2019ll see you there.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1361,"title":"Ad Infinitum S3E2 - Stay Safe in Sound","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z-SQjndAxsiBv82o_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s3e2-stay-safe-in-sound\/","date":"March 26, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Brought to you by this week\u2019s sponsor, Claritas, we give you Ad Infinitum Season 3, Episode 2 – “Stay Safe in Sound.”\nHost 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\u2019s 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.\nAnd 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\u2019s dig in.\n\u201cClarity has a cleverness all of its own.\u201d\n\nStew Redwine (VP, Creative Services, Oxford Road)\n\n Context over Keywords – Just looking at keywords can make worthy shows look incredibly brand unsafe. That\u2019s why it pays to go deeper than the transcript. For CAOs if you\u2019re interested in supporting a history show, listen to the episodes. Talk to the creators. Read the reviews. Try Seekr\u2019s Civility Score. Is it less efficient? Absolutely. But you\u2019ll have a much stronger understanding of the show and have forged a deeper connection with the host. That\u2019s ultimately what powers the magic of audio.\n 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.\u00a0\n 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, \u201cClarity has a cleverness all of its own.\u201d\nBy sharing her stories, Suzanne shows off audio\u2019s power to bring us closer together. To feel that power first-hand, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3783,"title":"Podcasthon for Good; YouTube's Ad-Free Plan; Wondery Goes FAST; Celebrating Female Podcasters; Podcasting\u2019s Identity Crisis + Industry Growth Trends","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-111452.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasthon-for-good-youtubes-ad-free-plan-wondery-goes-fast-celebrating-female-podcasters-podcastings-identity-crisis-industry-growth-trends\/","date":"March 19, 2025","description":"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\u2019s biggest audio industry moves.\nFearless host James Ingrassia, (EVP of Client Services, Oxford Road) welcomes fellow audio all-stars:\nJames Cridland, (Editor, Podnews and Podcast Business Journal)\nNeal Lucey, (EVP of Strategy & Product, Oxford Road)\nSpencer Semonson, (Media Supervisor, Oxford Road)\nCourtney O\u2019Connor, (Director of Podcast Media, Oxford Road)\nThe team is talking: Podcasting for Good, YouTube Lite, Wondery\u2019s FAST moves, Tariffs vs Ad Budgets, and more. Let\u2019s jump in.\n\u201c\u200aIf you cut your advertising, fewer people will buy your stuff.\u201d\n\nJames Cridland, (Editor, Podnews and Podcast Business Journal)\n\n1500+ Podcasts for Good – This week\u2019s 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\u2019s truly one of the most impactful and important things we do. If you\u2019d like to be a part of this beautiful endeavor for the babies, please consider donating here.\nYouTube Premium Lite – YouTube\u2019s testing a cheaper, ad-free subscription for just $8 for those who don\u2019t want YT ads with their video podcasts but also don\u2019t need YouTube\u2019s 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.\nWondery Moves FAST – Wondery\u2019s taking the opposite approach of YouTube Premium Lite to offer a free ad-supported streaming TV channel (FAST) on Amazon\u2019s 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\u2019s 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\u2019ll see which ones pay off.\nTariff-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\u2019s 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 \u2013 and that\u2019s absolutely audio.\nFor insights into the cutting edge of audio you won\u2019t find anywhere else, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nShe Won\u2019t Leave You Hanging\nNetwork:\u00a0Spotify \/ Monthly Downloads:\u00a0 TBD\nTo be considered a Comedy Icon, you need a history of unforgettable monumental projects.\u00a0Amy Poehler\u00a0has too many to count:\u00a0SNL, a sitcom, movies, and now a podcast from\u00a0Spotify.\u00a0In 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\u00a0Good Hang with Amy Poehler\u00a0has 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.\nGet The Deal\n\nThe Rest is Women\u2019s History\nNetwork:\u00a0QCode Media \/ Monthly Downloads: 38k \/ Current Civility Score: 97, HIGH\nMarch is\u00a0Women\u2019s History Month, and what better way to celebrate than with a high performer that covers nothing but that very thing. Hosts\u00a0Beckett Graham and Susan Vollenweider\u00a0helm this long-running favorite,\u00a0The History Chicks: A Women’s History Podcast. Subjects in their discourse include notables from varietal realms of interest around the globe.\u00a0Jos\u00e9phine de Beauharnais,\u00a0Wangar\u0129 Maathai, and\u00a0Gertrude Ederle\u00a0have 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\u2019s glee. This show obviously boasts a heavily skewed female audience, and its long-term DTC and B2B sponsors also indicate that reality.\u00a0The History Chicks\u00a0also boasts a lower ad load per episode.\u00a0 Don\u2019t rely on mystery when we have the history \u2014 buff up with the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcasting Meets the Law of Large Numbers\nThe 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\u00a0Law of Large Numbers\u00a0in action \u2014 when a medium scales, its audience naturally becomes more representative of the broader US population.\nRead More\nLeveraging Audio in Uncertain Times\nBrian Wieser\u00a0of\u00a0Madison and Wall\u00a0has 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\u2019s 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.\nRead More\nParlez-vous Fran\u00e7ais\nThe 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 \u2014 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 \u2014 radio replays are still more popular than native content.\nRead More\n\n#SaveTheLiveReads\n\nHanks A Lot Emily\nHot gossip, beauty trends, and more \u2014\u00a0She\u2019s Speaking with Emily Hanks\u00a0tops this week\u2019s #STLR. Raving about her latest obsession with\u00a0Cindy Crawford\u2019s luxurious\u00a0Meaningful Beauty\u00a0skincare line, well-informed Emily\u00a0substantiates\u00a0her positive experience with\u00a0Meaningful Beauty\u2019s deluxe kit of skin cleansers, serums and creams. Emily\u2019s\u00a0personal testimonial\u00a0elaborates on\u00a0MB\u2019s groundbreaking formula, derived from the south of France, as she\u00a0delivers\u00a0the 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\u00a0endorsement\u00a0of this popular skincare line. Who needs a fountain of youth when the secret to glowing, age-defying skin lies in the hands of\u00a0Cindy Crawford,\u00a0Dr Sebagh\u2026 and of course,\u00a0Emily Hanks.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOur Adweek Article Picked Up by CNN and Sounds Profitable\nLast week, Adweek published\u00a0Dan Granger, CEO of\u00a0Oxford Road\u2019s article about \u200bthe convergence of podcasting and social media influencers as video podcasting gains prominence \u2014 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\u00a0CNN\u00a0and\u00a0Sounds Profitable\u00a0have also now shared the article. If you haven\u2019t read the piece yet, and you\u2019re running a podcast campaign \u2014\u00a0it\u2019s well worth six minutes of your time.\nRead More\nWhat is a Podcast? The World May Never Know\nIt\u2019s been a busy week for\u00a0Dan Granger, CEO of\u00a0Oxford Road, also featured in\u00a0Bloomberg\u2019s Ashley Carman \u201cSoundbite\u201d newsletter, discussing how to better define \u201cPodcast.\u201d Dan\u2019s take?\u00a0All 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.\u00a0Other industry leaders like:\u00a0A.J. Feliciano, General Manager of\u00a0The Roost Network,\u00a0Craig Jordan, EVP of Podcasts at\u00a0Studio71,\u00a0Max Cutler, Founder of\u00a0Pave Studios, and\u00a0Jemma Rose Brown, General Manager of the\u00a0Signal Awards, all weighed in on podcast definitions. Yet, there\u2019s still ambiguity, which\u00a0Ashley Carman\u00a0points 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\u2019ve built their careers in audio.\nRead More\nEvolutions 2025 Update\nLast week, we shared the\u00a0event schedule\u00a0and\u00a0speaker list\u00a0for\u00a0Podcast Movement\u2019s Evolutions 2025, happening later this month\u2013and it gets even better! Along with appearances by\u00a0Dan Granger,\u00a0Conor Doyle,\u00a0Courtney O’Connor,\u00a0Jarrod Klawinsky,\u00a0Maggie Beyer,\u00a0Spencer Semonson, and\u00a0Stew Redwine, we now have additional\u00a0Oxford Road speakers with panels you won’t want to miss:\u00a0Bart Roselli,\u00a0Miranda Romano, and\u00a0Hilary Shafer\u00a0have been announced as panelists invited to discuss \u2018the current state and future of media.\u2019 CAOs, you won\u2019t want to miss this year\u2019s event. It\u2019s not too late\u2014tickets are still available for purchase\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1362,"title":"The State of Audio Ads: Podcasthon, Wondery Goes FAST, YouTube Premium Lite, and Untouchable Ad Budgets","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z9tm3jiBA97Gir8N_WebsiteGraphics-2--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-audio-ads-podcasthon-wondery-goes-fast-youtube-premium-lite-and-untouchable-ad-budgets\/","date":"March 19, 2025","description":"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\u2019s biggest audio industry moves.\nFearless host James Ingrassia, (EVP of Client Services, Oxford Road) welcomes fellow audio all-stars:\nJames Cridland, (Editor, Podnews and Podcast Business Journal)\nNeal Lucey, (EVP of Strategy & Product, Oxford Road)\nSpencer Semonson, (Media Supervisor, Oxford Road)\nCourtney O\u2019Connor, (Director of Podcast Media, Oxford Road)\nThe team is talking: Podcasting for Good, YouTube Lite, Wondery\u2019s FAST moves, Tariffs vs Ad Budgets, and more. Let\u2019s jump in.\n\u201c\u200aIf you cut your advertising, fewer people will buy your stuff.\u201d\n\nJames Cridland, (Editor, Podnews and Podcast Business Journal)\n\n1500+ Podcasts for Good – This week\u2019s 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\u2019s truly one of the most impactful and important things we do. If you\u2019d like to be a part of this beautiful endeavor for the babies, please consider donating here.\nYouTube Premium Lite – YouTube\u2019s testing a cheaper, ad-free subscription for just $8 for those who don\u2019t want YT ads with their video podcasts but also don\u2019t need YouTube\u2019s 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.\nWondery Moves FAST – Wondery\u2019s taking the opposite approach of YouTube Premium Lite to offer a free ad-supported streaming TV channel (FAST) on Amazon\u2019s 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\u2019s 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\u2019ll see which ones pay off.\nTariff-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\u2019s 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 \u2013 and that\u2019s absolutely audio.\nFor insights into the cutting edge of audio you won\u2019t find anywhere else, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3786,"title":"Ad Infinitum Season 3 Debut \"Audio is for the Children\"; YouTube Pods Hit 1 Billion; \u201cEvolutions\u201d Schedule Announced","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-112308.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-season-3-debut-audio-is-for-the-children-youtube-pods-hit-1-billion-evolutions-schedule-announced\/","date":"March 12, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 1 – “Audio is for the Children.”\nHost Stew Redwine (VP, Creative Services, Oxford Road) welcomes Deborah Goldstein (Executive Producer, Head Writer, Host of Gen-Z Media\u2019s hit show \u201cThe Big Fib\u201d) 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.\nTogether, the team is talking\u2014Work That\u2019s Worth It, 7 Magic Words, and Thinking of the Children, while breaking down ads from BetterHelp, Mint Mobile, Amazon, and yep, Gen-Z Media.\n\u201cWe\u2019ve got these incredible audiences that span ages and that trust us.\u201d\n\nDeborah Goldstein (Executive Producer, Head Writer, Host of \u201cThe Big Fib\u201d)\n\n7 Magic Words – \u201cI use this and you should too.\u201d Nothing is more powerful than these 7 words when they\u2019re earned. Chief Audio Officers, make sure you\u2019re 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.\nWork That\u2019s Worth It – Audio is inherently inefficient to start\u2026 then wildly effective. One moment of work that was worth the effort: when creating an ad for GZM\u2019s 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\u2019re trying to do, someone\u2019s likely tried it too. Check the audio, see how they did, and learn from their efforts.\nWon\u2019t Someone Think of the Children (and Parents)? – You\u2019d 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\u2019t sleep on Kids & Family. Parents remember when you sponsor a show their kids love because you\u2019re supporting their children.\nFor a fresh insight into a vital genre, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nYouTube OGs Connect to the Internet\u2019s Gen Z\nNetwork:\u00a0ZATV Podcast Network \/ Monthly Downloads: 25k\nInconceivable to most of us, but definitely true for Gen Z, YouTube has defined eras.\u00a0The Fine Bros joined the platform in 2010, and though their content has evolved continuously over the years,\u00a0React Media\u00a0remains their home base.\u00a0ReactCAST\u00a0is their flagship podcast, showcasing all the best content YouTube youth has come to covet: stories from\u00a0Reddit,\u00a0mukbangs, 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\u2019re trying to reach Millennials in the Comedy genre, this is a great option for Q2 testing now that it\u2019s represented by the newly formed\u00a0ZATV Podcast Network. If you\u2019re 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.\nGet The Deal\n\nDon\u2019t Scare All The Fish Away\nNetwork:\u00a0YMH Studios\u00a0 \/ Monthly Downloads: 80k \/ Current Civility Score: 66, MEDIUM\nSimulcast Comedy options have seen fervent scrutiny in recent years, due to their alignment with the 2024 election and their boundless reach for male listeners.\u00a0David Lucas\u00a0is a longtime touring comedian who has worked with well-known personalities like\u00a0Joe Rogan,\u00a0Brendan Schaub,\u00a0Tony Hinchcliffe, and\u00a0Bert Kreisher. In his unorthodox podcast from\u00a0YMH 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.\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s YouTube\u2019s World, We Now Live In It\nYouTube 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,\u00a0Club Shay Shay,\u00a0New Heights, and the\u00a0Lex Fridman Podcast\u00a0have 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\u2019s 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\u2014YouTube is the top platform for podcast consumption, and this should be factored in when planning and measuring a podcast campaign.\nRead More\nPodcasts: A Safe Bet In Turbulent Times\nThe 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\u00a0Interactive Advertising Bureau\u00a0(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\u2014it\u2019s a proven driver of performance.\nRead More\nMore Challenges For Radio\nAudacy, a radio and podcast giant, has conducted yet another round of layoffs\u00a0estimated around 100 employees, including radio hosts, program directors, and content producers. The move follows the\u00a0departure of longtime CEO David Field\u00a0in January and the company\u2019s emergence from Chapter 11 bankruptcy.\u00a0Cumulus Media\u00a0faces potential\u00a0NASDAQ\u00a0delisting after failing to meet the $10 million stockholders\u2019 equity requirement. Cumulus has until April 21st to submit a compliance plan or risk delisting. CEO\u00a0Mary Berner\u00a0cited 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\u2019t 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.\nRead More: Audacy\nRead More: Cumulus Media\n\n#SaveTheLiveReads\n\nA Funny Feeling About Found (In A Good Way)\n\u2018Managing business finances is a full-time job on top of your actual full-time job\u2019 as\u00a0Betsy Sodaro\u00a0tells us on her podcast,\u00a0A Funny Feeling. BUT! This well-known comedian and podcast host knows precisely how to\u00a0set up\u00a0her\u00a0personal endorsement\u00a0for the business banking platform\u00a0Found, which\u00a0changed her life! Betsy joyfully describes her relief in\u00a0finding\u00a0Found, just in time for tax season! The platform\u00a0saves 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\u2019s\u00a0#STLR, as she highlights how small businesses reaped the benefits from having\u00a0found\u2026\u00a0Found! Playing off our\u00a0Oxford Road\u00a0Creative Team\u2019s uniquely crafted talking points for\u00a0substantiation, Betsy flawlessly\u00a0delivers\u00a0this timely and memorable #STLR for\u00a0Found.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nEvolutions 2025 – Full Schedule Announced\nPodcasters and advertisers nationwide will convene in Chicago for\u00a02025 Evolutions by Podcast Movement\u00a0later this month. This week, the\u00a0event schedule\u00a0and\u00a0speaker list\u00a0were announced. In addition to prominent names in the space like\u00a0Will Ferrell,\u00a0Marc Maron, and\u00a0Terry Gross, our own\u00a0Dan Granger, CEO of Oxford Road, will be featured as a keynote speaker\u00a0to discuss \u201cWhat\u2019s a Podcast?\u201d Other OR\/V1 speakers at this year\u2019s event include;\u00a0Conor Doyle,\u00a0Courtney O’Connor,\u00a0Jarrod Klawinsky,\u00a0Maggie Beyer,\u00a0Spencer Semonson, and\u00a0Stew Redwine. If you haven\u2019t already purchased tickets to this year\u2019s event, it\u2019s not too late\u2014tickets are still available\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1371,"title":"Ad Infinitum S3E1 - Audio is for the Children","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z9IRxBsAHJWomeIf_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-worlds-only-podcast-solely-dedicated-to-audio\/","date":"March 12, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 1 – “Audio is for the Children.”\nHost Stew Redwine (VP, Creative Services, Oxford Road) welcomes Deborah Goldstein (Executive Producer, Head Writer, Host of Gen-Z Media\u2019s hit show \u201cThe Big Fib\u201d) 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.\nTogether, the team is talking\u2014Work That\u2019s Worth It, 7 Magic Words, and Thinking of the Children, while breaking down ads from BetterHelp, Mint Mobile, Amazon, and yep, Gen-Z Media.\n\n\u201cWe\u2019ve got these incredible audiences that span ages and that trust us.\u201d\n\nDeborah Goldstein (Executive Producer, Head Writer, Host of \u201cThe Big Fib\u201d)\n\n\n7 Magic Words – \u201cI use this and you should too.\u201d Nothing is more powerful than these 7 words when they\u2019re earned. Chief Audio Officers, make sure you\u2019re 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.\nWork That\u2019s Worth It – Audio is inherently inefficient to start\u2026 then wildly effective. One moment of work that was worth the effort: when creating an ad for GZM\u2019s 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\u2019re trying to do, someone\u2019s likely tried it too. Check the audio, see how they did, and learn from their efforts.\nWon\u2019t Someone Think of the Children (and Parents)? – You\u2019d 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\u2019t sleep on Kids & Family. Parents remember when you sponsor a show their kids love because you\u2019re supporting their children.\nFor a fresh insight into a vital genre, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3790,"title":"The MRT Follows The Pod Money; AI Remixes Audio, Behind Radio\u2019s Rating Shift; Hinge For Doctors; The Other Side of Podcast\u2019s Video Boom","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-113208.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-mrt-follows-the-pod-money-ai-remixes-audio-behind-radios-rating-shift-hinge-for-doctors-the-other-side-of-podcasts-video-boom\/","date":"March 5, 2025","description":"The Media Roundtable is back! This week, we\u2019re following the money through the eyes of industry players and creators alike.\nGiles 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).\nThe team is talking: Spotify\u2019s Payouts, the True Crime Cruise, Indie Podcasters, and more. Let\u2019s dive in.\n“You can’t get a more captive audience than an audience on a cruise.\u201d –\u00a0Giles Martin (EVP, Strategy, Oxford Road)\nSpotify\u2019s Billions – Spotify\u2019s taken heat for underpaying artists, but they\u2019re pushing back, saying they\u2019ve paid out $10 billion to rightsholders in 2024. If artists aren\u2019t getting enough, Spotify argues that\u2019s a contract issue. A few thoughts:\n1. We\u2019d love to see what that $10B number would be if you excluded the Taylors, Drakes, and The Weeknds.\n2. Artists need to sustainably monetize their work. If not through streaming, creators must find other ways (merch, touring).\nAll Aboard the True Crime Cruise \ufe0f – 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\u2019s 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\u2019ll be on the lookout for clues. (Professor Plum on the promenade deck).\nIndie Podcasters\u2013Still 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\u2019s hard to match, along with dedicated fans.\nFor more insights into this week\u2019s big money moves, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThose Are My Schemes, and These Are My Plans\nNetwork:\u00a0PodcastOne \/ Monthly Downloads: 40k\nMTV 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\u2019t often hear from.\u00a0Catelynn Lowell and Tyler Baltierra\u00a0were stars of the iconic series,\u00a0Teen Mom, and they\u2019re 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\u00a0PodcastOne\u00a0for 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\u00a0Break It Down!\nGet The Deal\n\nWe\u2019re All Just Living In It\nNetwork:\u00a0Audioboom \/ Monthly Downloads: 270k \/\u00a0Current Civility Score: 59, MEDIUM\nMarch is\u00a0Greek Heritage Month! Perfect time to highlight one of the most visible Greek podcast hosts on the planet. Always lively, never tame\u00a0Stavros Halkias\u00a0hosts\u00a0Stavvy’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\u2014usually devolving into tangential jokes. Recent episodes have included fellow podcast hosts\u00a0Adam Ray\u00a0and\u00a0Kate Berlant, plus a crossover with\u00a0Are You Garbage?\u00a0If you peeped the civility score, you might have already guessed the content is anything but cordial, but for this devoted audience, that\u2019s 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, \u201cOpa!\u201d\nGet The Deal\n\nIn Case You Missed It\nPodscribe\u2019s Benchmark\nThe Q4 2024 Podscribe Performance Benchmark\u00a0report 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.\u00a0IPv6\u00a0measurement issues impact attribution accuracy. Watch the missed webinar\u00a0here. Hot on the heels of\u00a0Magellan AI‘s\u00a0benchmark report comes this latest installment from\u00a0Podscribe\u2014and it\u2019s a banger. CAOs, with these two reports, you\u2019ve got the data you need to shape your podcast campaign planning.\nRead More\nMaximizing Your Audio Creative\nWondercraft\u00a0has launched \u201cRemix,\u201d 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\u00a0Oskar Serrander\u00a0highlights its role in making audio production more accessible. The majority of ad impact comes from the creative message.\u00a0Wondercraft\u00a0makes it easier for marketers to maximize that impact.\nRead More\nBehind the Nielsen\u2019s Revised Ranking Hype\nNielsen‘s\u00a0January 2025 Portable People Meter rating\u2019s 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\u2014these increases reflect a change in measurement, not a change in radio listenership.\nRead More\n\n#SaveTheLiveReads\n\nLike a Dating App for Finding Doctors\nLiars, cheaters, and con artists, beware\u2014because trustworthy super sleuth podcast hosts\u00a0Mackenzie Fultz\u00a0P.I. and comedian\u00a0Hanna Anderson\u00a0of\u00a0The Dating Detectives\u00a0will find you! This dynamic diva detective duo knows how to spot the difference between the real deal and the fakes, making them excellent\u00a0endorsers\u00a0for this week\u2019s\u00a0#STLR, all about\u00a0Zocdoc! Hanna\u00a0delivers\u00a0a lengthy but highly engaging\u00a0personal testimonial\u00a0and recommendation for all the doctors she found to be tried and true, thanks to\u00a0Zocdoc. Both hosts then\u00a0substantiate\u00a0all the best that\u00a0Zocdoc\u00a0has to offer, highlighting its unique design\u2013comparing it to a dating app for finding the perfect doctor. Even better, it turns out that Mackenzie was a frequent\u00a0Zocdoc-er\u00a0well before the show sponsorship. Plus, the unmistakably familiar sonic ending (that\u00a0Oxford Road\u00a0helped bring to fruition) seals the deal.\u00a0The Dating Detectives\u00a0and\u00a0Zocdoc\u2014it\u2019s a match!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nLights, Camera, Podcast?\nPodcasting is going visual, but as\u00a0Dan Granger\u00a0warns in a recent\u00a0Variety\u00a0article, the transition isn\u2019t all upside. While video boosts engagement and monetization, it also raises costs and risks diluting content quality. To succeed, ensure video enhances\u2014not distracts from\u2014your brand. Plan strategically, stay authentic, and don\u2019t rely too much on algorithms. Done right, video can elevate your podcast without losing its core appeal. Adapt wisely, and let your content shine\u2014on or off camera!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1366,"title":"Follow the Money: Spotify\u2019s Payouts, The True Crime Cruise, and Indie Podcasters","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z8jNihsAHJWomKdV_WebsiteGraphics-1--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/follow-the-money-spotifys-payouts-the-true-crime-cruise-and-indie-podcasters\/","date":"March 5, 2025","description":"The Media Roundtable is back! This week, we\u2019re following the money through the eyes of industry players and creators alike.\nGiles 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).\nThe team is talking: Spotify\u2019s Payouts, the True Crime Cruise, Indie Podcasters, and more. Let\u2019s dive in.\n\n“You can’t get a more captive audience than an audience on a cruise.\u201d\n\nGiles Martin (EVP, Strategy, Oxford Road) \n\nSpotify\u2019s Billions – Spotify\u2019s taken heat for underpaying artists, but they\u2019re pushing back, saying they\u2019ve paid out $10 billion to rightsholders in 2024. If artists aren\u2019t getting enough, Spotify argues that\u2019s a contract issue. A few thoughts:\n1. We\u2019d love to see what that $10B number would be if you excluded the Taylors, Drakes, and The Weeknds.\n2. Artists need to sustainably monetize their work. If not through streaming, creators must find other ways (merch, touring).\nAll Aboard the True Crime Cruise \ufe0f – 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\u2019s 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\u2019ll be on the lookout for clues. (Professor Plum on the promenade deck).\nIndie Podcasters\u2013Still 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\u2019s hard to match, along with dedicated fans.\nFor more insights into this week\u2019s big money moves, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3795,"title":"Ad Infinitum S2E14 - The State of Sonic Branding","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-115947.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e14-the-state-of-sonic-branding-2\/","date":"February 26, 2025","description":"The world\u2019s 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.”\nHost 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\u2019s 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:\n\nJoel Beckerman (CEO, Made Music Studio)\nChelsea Campbell (Group Creative Director, SiriusXM)\nLisa DeStefano (Former VP, The Home Depot)\nColleen Fahey (US Managing Director, Sixi\u00e8me Son)\nSteve Keller (Sonic Strategy Director, SiriusXM)\nJim Reekes (Architect of Apple‘s startup sound, VP Product Management & Marketing, Argon Systems)\nJoe Sauer (Consumer Behavior Researcher)\nRoger Sho Gehrmann (VP, Songtradr)\nDallas Taylor (Host of Twenty Thousand Hertz podcast)\nWalter Werzowa (Creator of Intel‘s iconic five-note sequence)\n\nWe\u2019re talking Ancient Origins, Sonic Storytime, and Sonic Branding\u2019s ROI. Let\u2019s tune in.\n\u201c\u200aSonic Branding is simply the expanded answer to the question, \u2018Can they recognize your brand with their eyes closed?\u2019 Let’s say it’s yes, then Sonic Branding expounds on that yes.\u201d –\u00a0Stew Redwine (VP, Creative Services, Oxford Road)\nWired 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\u2019s processed in exactly the same part of our brains as emotion and memory. In Stew\u2019s words, \u201cWhen 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.\u201d\n The Stories Behind the Sounds – Why does Intel Inside sound so good? Why is McDonald\u2019s \u201clovin\u2019 it?\u201d Why do our iPhone cameras go \u201cclick?\u201d Each of these sonic tales is a brilliant and effective solution to a specific problem, best solved through sound. You\u2019ll come away with some excellent back-pocket anecdotes, but we hope you\u2019ll also ask yourself: What brand problems could I try solving with the right sound?\nThe Numbers Don\u2019t 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.”\nTo fall in love with sonic branding, tune into the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nWe\u2019ll Make It Better the Second Time Around\nNetwork:\u00a0The Paragon Collective \/ Monthly Downloads:\u00a0 20k\nAs the rates of MBA enrollment for women rise again\u00a0this year, we have also seen greater visibility for female podcasters in the Business genre.\u00a0Shelby Church is a tech and lifestyle YouTuber whose content speaks directly to those who want to succeed but don\u2019t 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\u2019s video content has sleek production value, superb editing, and more stylized choices, but her newly relaunched podcast from\u00a0The Paragon Collective\u00a0is 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\u2019s content is also very goal-oriented, which means it\u2019s a great option for self-improvement-minded Gen Z. Take a step forward, not back, by following the link below for more.\nGet The Deal\n\nCouldn\u2019t Have Said it Better Myself\nNetwork:\u00a0Trival Media \/ Monthly Downloads:\u00a0 360k\nNazanin Kavari\u00a0is a\u00a0modern-day it-girl: she\u2019s a beauty and lifestyle influencer with 2.3m combined followers on Instagram and YouTube, three kids, and multiple successful brand deals. Her sister,\u00a0Yasmin, 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\u2019 newest audio opportunity offers them a chance to give advice, be more open, and bond as only sisters can. They\u2019re also OG beauty influencers, which means there\u2019s 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\u2019t let this get garbled by your sis in a game of telephone. Details are listed via the link below.\nGet The Deal\n\nIn Case You Missed It\nIndie Podcast Spirit Alive and Well\nIndependent podcasters are reshaping the industry, leveraging video to grow audiences and increase revenue. Ballen Studios, founded by\u00a0MrBallen, prioritizes\u00a0YouTube\u00a0for visibility but earns most revenue through audio ads.\u00a0Shawn Ryan, host of\u00a0The Shawn Ryan Show, now a top show on\u00a0Spotify, makes millions through ads and\u00a0Patreon, demonstrating creator independence.\u00a0Recho Omondi, host of\u00a0The 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.\nRead More\nThe Straight Truth on Branded Podcasts\nThe 2025 Branded Podcast Benchmark Report\u00a0by\u00a0Signal Hill Insights\u00a0reveals 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. \u2019Nuff said\nRead More\nBBC Shifts Podcast Strategy\nThe BBC is shifting its podcasts outside the UK to BBC.com\u00a0and its app. This move aims to enhance engagement and provide a seamless user experience. Popular podcasts like\u00a0Global News Podcast\u00a0and\u00a0World of Secrets\u00a0will now be more accessible internationally. Additionally, this strategy supports advertising revenue growth by expanding monetization opportunities. The BBC\u2019s trusted journalism attracts global audiences, with strong listenership in the US, Australia, Canada, Germany, and Japan. CAOs, if you advertise to international audiences\u2014or are looking to\u2014this news from the\u00a0BBC\u00a0is worth your attention. A quick look at podcast rankings in global markets shows just how valuable BBC content is for reaching your target audience.\nRead More\n\n#SaveTheLiveReads\n\nThere\u2019s Always Room for JLo\u2026 Beauty\nThis week\u2019s\u00a0#STLR\u00a0is totally relatable to many, as husband and wife hosts\u00a0Jeff Schroeder\u00a0and\u00a0Jordan Lloyd\u00a0of the\u00a0Togethermess\u00a0podcast\u00a0set up\u00a0an amazing hook for\u00a0JLo 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\u00a0same\u00a0roof with them. This leads into an applaudable\u00a0personally endorsed\u00a0ad read, filled with thankful\u00a0substantiation\u00a0to have found\u00a0That 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\u00a0demonstration\u00a0team. With the rise of duo social media trends and influencers who like to post their nighttime routines, sometimes including their partner,\u00a0JLo Beauty\u00a0scores with these two representatives, practicing what they preach.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1367,"title":"Ad Infinitum S2E14 - The State of Sonic Branding","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z7-fI57c43Q3gSKz_WebsiteGraphics-1--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e14-the-state-of-sonic-branding\/","date":"February 26, 2025","description":"The world\u2019s 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.”\nHost 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\u2019s 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:\n Joel Beckerman (CEO, Made Music Studio)\n Chelsea Campbell (Group Creative Director, SiriusXM)\n Lisa DeStefano (Former VP, The Home Depot)\n Colleen Fahey (US Managing Director, Sixi\u00e8me Son)\n Steve Keller (Sonic Strategy Director, SiriusXM)\n Jim Reekes (Architect of Apple‘s startup sound, VP Product Management & Marketing, Argon Systems)\n Joe Sauer (Consumer Behavior Researcher)\n Roger Sho Gehrmann (VP, Songtradr)\n Dallas Taylor (Host of Twenty Thousand Hertz podcast)\n Walter Werzowa (Creator of Intel‘s iconic five-note sequence)\nWe\u2019re talking Ancient Origins, Sonic Storytime, and Sonic Branding\u2019s ROI. Let\u2019s tune in.\n\n\u201c\u200aSonic Branding is simply the expanded answer to the question, \u2018Can they recognize your brand with their eyes closed?\u2019 Let’s say it’s yes, then Sonic Branding expounds on that yes.\u201d\n\nStew Redwine (VP, Creative Services, Oxford Road)\n\n 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\u2019s processed in exactly the same part of our brains as emotion and memory. In Stew\u2019s words, \u201cWhen 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.\u201d\n The Stories Behind the Sounds – Why does Intel Inside sound so good? Why is McDonald\u2019s \u201clovin\u2019 it?\u201d Why do our iPhone cameras go \u201cclick?\u201d Each of these sonic tales is a brilliant and effective solution to a specific problem, best solved through sound. You\u2019ll come away with some excellent back-pocket anecdotes, but we hope you\u2019ll also ask yourself: What brand problems could I try solving with the right sound?\n The Numbers Don\u2019t 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.”\n\nTo fall in love with sonic branding, tune into the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3800,"title":"MRT Industry Edition Returns; Celebrating Black Voices in Podcast; Podscribe\u2019s List of Top Podcasts; Radio Reigns in UK; The Video Podcast Movement","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/02\/Captura-de-pantalla-2025-12-11-135827.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-industry-edition-returns-celebrating-black-voices-in-podcast-podscribes-list-of-top-podcasts-radio-reigns-in-uk-the-video-podcast-movement\/","date":"February 19, 2025","description":"The Media Roundtable Industry Edition is back! This week, we\u2019re rounding up the biggest trending news stories in podcasting as Netflix, Fox, and YouTube all make moves that could reshape the industry.\nJames 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).\nThe team is talking: Fox\u2019s Podcast Deal, YouTube\u2019s Year of Discovery, Netflix\u2019s interest in podcasts, and more. Let\u2019s dig in.\n\u201cIf 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.\u201d –\u00a0Neal Lucey (EVP of Strategy & Product, Oxford Road)\nFox 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\u2019Reilly. 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\u2014at the expense of traditional media.\nNow Streaming on Netflix\u2026 Podcasts? – \u201cFormer DVD mail business\u201d Netflix is reportedly interested in getting into the Podcast game. Here\u2019s why it makes sense: lower production costs, a chance at ad revenue, and because TV is the YouTube platform\u2019s primary viewing device in the US, so it\u2019s a proven win. Time will tell if this involves the acquisition of a popular show or something totally original.\nNext 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).\nFor industry insights you won\u2019t find anywhere else, tune into the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nBig Things Come in Small Packages\nNetwork:\u00a0Urban One \/ Monthly Downloads:\u00a0 300k \/\u00a0Current Civility Score: 88, HIGH\nWe\u2019re already well into Black History Month, but it\u2019s 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\u00a0is now in the 7th season of her seminal podcast, no small feat in our industry. She\u2019s been further propelled into the spotlight with her role on\u00a0Issa Rae\u2019s\u00a0wildly popular TV show\u00a0Insecure, 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.\nGet The Deal\n\nReduce, Reset, Reclaim\nNetwork: Revolt \/ Monthly Downloads:\u00a0 30k\nSelf-improvement is a big umbrella encapsulating a broad spectrum of POVs. Sometimes listeners want to be stronger, faster, better, but in today\u2019s cultural landscape, they\u2019re more often than not looking to just rest. Ericka Nicole\u00a0knows that struggle all too well as the CEO and founder of\u00a0Silkenn, a skincare company focused on environmental defense. Though motivated by success, she faced the ramifications of hustle culture and continual burnout. In partnership with\u00a0Revolt, she\u2019s 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\u2019re 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.\nGet The Deal\n\nIn Case You Missed It\nPodscribe\u2019s Movers and Shakers\nPodscribe has released its latest monthly rankers. Crime Junkie\u00a0remained the #1 (audio) podcast, while\u00a0SXM Media\u00a0rose to #3 among publishers.\u00a0The Mel Robbins Podcast\u00a0entered the top 3, and\u00a0Up First\u00a0(NPR) reached #5, reflecting strong demand for self-improvement and news content.\u00a0The Diary of a CEO\u00a0climbed to #7 with over 13% growth in audio reach, while\u00a0Cumulus Podcast Network\u00a0surged 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,\u00a0Oxford Road\u00a0has found a relationship between ad load and performance. You can read all about it\u00a0here.\nRead More\nRadio Still Reigns in UK\nPodcasts 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\u2014radio 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.\nRead More\nLet\u2019s Get Personal?\nA new study by GumGum\u00a0reveals 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\u00a0GDPR\u00a0and 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.\nRead More\n\n#SaveTheLiveReads\n\nThe Coolest Toothbrush Ever!\nThe name of the\u00a0Brush Your Teeth\u00a0game this week is\u00a0quip! This ecstatic #STLR from\u00a0The Filmcast\u00a0podcast excellently\u00a0substantiates\u00a0the host\u2019s love for the new\u00a0quip 360 toothbrush\u00a0with an ad oozing with\u00a0personal endorsement\u00a0praise. This longtime\u00a0quip\u00a0lover\u2019s 4-minute\u00a0demonstration\u00a0establishes strong trust for the audience. It\u2019s dynamic and even humorous, when discussing those squeaky clean teeth we all desire first thing in the morning. Better yet, sharing praise for the\u00a0cool\u00a0stylish design aspects of the quip 360 gives the host a sense of pride in his dental hygiene. This extensive\u00a0testimonial, followed by simple, yet specific ad copy essentials, carefully constructed by the\u00a0Oxford Road\u00a0Creative Team, results in a well-delivered\u00a0#STLR\u00a0for our client.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHere Comes the Video Boom!\nHave you checked out\u00a0WARC\u2019s\u00a0Global Ad Trends Report\u00a0yet? CAOs, take note of the great work\u00a0Alex Brownsell\u00a0is 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\u00a0Giles Martin, EVP of Strategy & Insights at\u00a0Oxford Road, says: \u201c2025 will be a pivotal year for the future of video podcasts.\u201d Our team couldn\u2019t agree more. What stands out to you?\u00a0Let\u2019s discuss.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1368,"title":"Betting on Podcasts \u2013 Fox, Netflix, and YouTube Want a Piece of Podcasting\u2019s Power","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z7ffup7c43Q3gCgw_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/betting-on-podcasts-fox-netflix-and-youtube-want-a-piece-of-podcastings-power\/","date":"February 19, 2025","description":"The Media Roundtable Industry Edition is back! This week, we\u2019re rounding up the biggest trending news stories in podcasting as Netflix, Fox, and YouTube all make moves that could reshape the industry.\nJames 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).\nThe team is talking: Fox\u2019s Podcast Deal, YouTube\u2019s Year of Discovery, Netflix\u2019s interest in podcasts, and more. Let\u2019s dig in.\n\u201cIf 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.\u201d\n\nNeal Lucey (EVP of Strategy & Product, Oxford Road)\n\nFox 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\u2019Reilly. 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\u2014at the expense of traditional media.\nNow Streaming on Netflix\u2026 Podcasts? – \u201cFormer DVD mail business\u201d Netflix is reportedly interested in getting into the Podcast game. Here\u2019s why it makes sense: lower production costs, a chance at ad revenue, and because TV is the YouTube platform\u2019s primary viewing device in the US, so it\u2019s a proven win. Time will tell if this involves the acquisition of a popular show or something totally original.\nNext 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).\u00a0\n\nFor industry insights you won\u2019t find anywhere else, tune into the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3806,"title":"Ad Infinitum Dissects Amazon's Multi-Million Dollar Podcast Ad Strategy; Post-Super Bowl Podcasts Of Interest; Netflix Considers Podcasting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-140244.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-dissects-amazons-multi-million-dollar-podcast-ad-strategy-post-super-bowl-podcasts-of-interest-netflix-considers-podcasting\/","date":"February 12, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 13 – “One Amazon to Rule Them All”\nStew 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\u2019t pull any punches. Let\u2019s jump in.\n\u201c\u200aIt’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.\u201d –\u00a0Adam McNeil (SVP of Client Services, Adopter Media)\nDon\u2019t Bury the Lede – Table stakes for any ad: you should know what it\u2019s about. Within 5 seconds, the ad should tell you what the point is. Yep, there\u2019s a little time for a fun intro, but if you can\u2019t anchor the ad on one idea, in Paul\u2019s words, \u201c\u200ayou’ve lost me and now I’m swimming around.\u201d Takeaway for our Chief Audio Officers: pick one thing to build an ad around and make it wildly clear.\nGo 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.\nDe-Silo Yourself – Whoever\u2019s in charge of Whole Foods ads is different from Amazon Music and Amazon Prime. Your company probably doesn\u2019t have as many silos, but odds are there\u2019s 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.\nFor do\u2019s and don\u2019ts that will instantly improve your audio ads, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nGo Birds!\nNetwork:\u00a0ALLCITY Network \/ Monthly Downloads: 15k \/\u00a0Current Civility Score: 98, HIGH\nLocal 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.\u00a0Zach Berman,Bo Wulf, and\u00a0Fran Duffy\u00a0of the PHLY Eagles Podcast\u00a0know this all too well. They\u2019ve 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.\u00a0Don\u2019t go chasin\u2019 waterfalls, just click the link below for the win\u2026\nGet The Deal\n\nThe Amateurs Got Cut From the Team\nNetwork:\u00a0Locked On Podcast Network \/ Monthly Downloads: 10k \/ Current Civility Score: 100, HIGH\nThe Kansas City Chiefs\u00a0have been the subject of non-stop sports coverage for half a decade. On top of that relevance, their\u00a0tight end\u00a0has been publicly dating the\u00a0biggest pop star\u00a0in the world for at least 18 months now. NFL analysts\u00a0Ryan Tracy\u00a0and\u00a0Chris Clark\u00a0are the hosts of\u00a0Locked On Chiefs, a year-round podcast that covers all this and more! Coming off Sunday\u2019s Super Loss, there was much to rehash and contextualize. Looking ahead to what comes next, there are key questions about the team\u2019s 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nKendrick Lamar\u2019s Super Sunday\nKendrick Lamar\u2019s Super Bowl LIX halftime show became the most-watched in history, drawing 133.5 million viewers and surpassing Michael Jackson\u2019s 1993 record. Special guests like\u00a0Samuel L. Jackson,\u00a0SZA, and\u00a0Serena Williams\u00a0added to the spectacle. While the stage production was minimal, powerful choreography and imagery, such as dancers forming a split American flag during \u201cHumble,\u201d made a strong impact. Lamar\u2019s Super Bowl performance is a good reminder of music\u2019s ability to make a statement and provoke an emotional response. For marketers, this reinforces the importance of music\u2014not just as a complement to ad messaging but as an integral part of storytelling that enhances impact and resonance.\nRead More\nNetflix Considers Video Podcasts\nNetflix\u00a0is 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\u2019d take a break from discussing video podcasts this week, but here we are\u2013again. The article mentions that podcasts are essentially the new \u2018TV talk shows,\u2019 but\u00a0we\u00a0believe they\u2019re more than that\u2014talk shows are just one piece of the podcasting landscape. Netflix\u2019s potential entry into the space is both a testament to podcasting\u2019s cultural significance and a sign of its continued evolution.\nRead More\nThere\u2019s More to Podcasts Than Just The Ads\nPodcast has evolved with more Fortune 500 brands integrating it into broader media plans. Acast\u00a0saw 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\u00a0Dove\u00a0and\u00a0Maker\u2019s Mark\u00a0highlight 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.\nRead More\n\n#SaveTheLiveReads\n\nLearnin\u2019 About EarnIn!\nMano Agapion\u00a0gives\u00a0EarnIn\u00a0some extra TLC on his\u00a0Drag Her! A RuPaul\u2019s Drag Race Podcast! Mano\u2019s flair for the dramatic fills this week\u2019s\u00a0#STLR\u00a0with sassy, witty, charming embellishments as he hooks his listeners with a truly relatable\u00a0set up\u00a0about bi-weekly paychecks. Special guest\u00a0Oscar Montoya\u00a0sprinkles in a bit of cheeky banter encouraging Mano to describe how\u00a0EarnIn\u00a0works and how to reap exciting benefits from their financial services platform. While this live read isn\u2019t a specific\u00a0personal testimonial endorsement, it\u2019s a strong example of how a host can still\u00a0deliver\u00a0in 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\u2014And that\u2019s exactly what Mano and Oscar deliver for\u00a0EarnIn.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1363,"title":"Ad Infinitum S2E13 - One Amazon to Rule Them All","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z60nepbqstJ9-jJh_WebsiteGraphics-1--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e13-one-amazon-to-rule-them-all\/","date":"February 12, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 13 – “One Amazon to Rule Them All”\nStew 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\u2019t pull any punches. Let\u2019s jump in.\n\n\u201c\u200aIt’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.\u201d\n\nAdam McNeil (SVP of Client Services, Adopter Media)\n\nDon\u2019t Bury the Lede – Table stakes for any ad: you should know what it\u2019s about. Within 5 seconds, the ad should tell you what the point is. Yep, there\u2019s a little time for a fun intro, but if you can\u2019t anchor the ad on one idea, in Paul\u2019s words, \u201c\u200ayou’ve lost me and now I’m swimming around.\u201d Takeaway for our Chief Audio Officers: pick one thing to build an ad around and make it wildly clear.\nGo 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.\nDe-Silo Yourself – Whoever\u2019s in charge of Whole Foods ads is different from Amazon Music and Amazon Prime. Your company probably doesn\u2019t have as many silos, but odds are there\u2019s 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.\n\nFor do\u2019s and don\u2019ts that will instantly improve your audio ads, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3810,"title":"A Case for Comedy Content\u2013Paul Scheer Joins the MRT; Young Listeners Spending More Time with Podcast; AM Radio\u2019s Legislative Fight for Life","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-141809.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-case-for-comedy-content-paul-scheer-joins-the-mrt-young-listeners-spending-more-time-with-podcast-am-radios-legislative-fight-for-life\/","date":"February 5, 2025","description":"The Media Roundtable is back with some award-winning podcasting starpower, resurfacing from July\u2019s 2nd Annual CAO Summit.\nDan 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\u2019t what you think it is. Let\u2019s dig in.\n\u201cThe 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.\u201d – Paul Scheer (Host, How Did This Get Made?)\nLong-Time Fans – Paul\u2019s been recording How Did This Get Made? for 15 years. He\u2019s built up a huge bank of trust with his fans over that time. When you\u2019re considering hosts, it\u2019s not just about the impressions and CPMs. It\u2019s about that intimate relationship that takes untold hours and years to build.\nDon\u2019t Say This – For one brand, Paul had 2 pages of \u201cdon\u2019ts\u201d for a 30-second read. CAOs, if you want to get the most from a host, it helps to give them a prompt that\u2019ll inspire and let them cook. You\u2019ve hired someone who is the absolute best at coming up with words and delivering them in a compelling way. You won\u2019t make it better by fitting them into a box.\nComedy is Everything – Some strict brand safety approaches will cut off comedy for fear of backlash, but that\u2019s unnecessary. Whatever your interest is, there\u2019s a comedy-forward version of it, and odds are, it\u2019s 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\u2019s Civility Score and its approach to brand safety instead of broad genre blocks.) \n\nTo spend time with a veteran podcaster at the top of his game, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThe Melting Pot Makes Room for One More\nNetwork:\u00a0Immigrantly Media \/ Monthly Downloads: 35k \/ Current Civility Score: 99, HIGH\nAmerica is a nation of immigrant cultures, and though we can find ways to connect to one another, we struggle to do so.\u00a0Saadia Khan\u00a0is working to bridge that gap by hosting the flagship\u00a0Immigrantly Media\u00a0podcast, 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\u2019s 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.\nGet The Deal\n\nTruth Be Told, Truth Be Listened To\nNetwork:\u00a0Wizard Studios \/ Monthly Downloads: 20k\nAlthough we\u2019ve entered the second month of 2025, New Year\u2019s 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\u00a0Michelle Elman\u00a0has 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\u00a0Wizard Studios\u00a0for a fresh opportunity. The crowned \u201cQueen of Boundaries\u201d spends her episodes covering relevant women\u2019s topics like body image, sobriety, anger, and relationships. Elman has been highly sought after for social campaigns in the past, and she\u2019s 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\u2014there\u2019s more information via the link below. Sshhh.\nGet The Deal\n\nIn Case You Missed It\nHow Gen Z & Millennials Are Reshaping Audio\nNielsen‘s 2024 Quarterly Audio Report has been released, including data from\u00a0Edison 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.\nRead More\nAM Radio\u2019s Fate Lies in Congress\nThe 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.\nRead More\nPodcast Study Overlooks Streaming Audio?\nA recent survey by RSS.com\u00a0reveals 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\u2019s hard to take research like this seriously when it overlooks streaming audio\u2014especially considering Spotify ranks as the #6 app used at work. It\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nI\u2019ve Had It Gets Shopified\nHosts\u00a0Jennifer Welch\u00a0and\u00a0Angie \u201cPumps\u201d Sullivan\u00a0from the\u00a0I\u2019ve Had It\u00a0podcast are at the top of our\u00a0#STLR\u00a0charts this week, sharing their seller\u2019s success with\u00a0Shopify! These Bravo celebs know how to reel in an audience, and nothing speaks louder than their ability to\u00a0substantiate\u00a0their\u00a0personal\u00a0experience with\u00a0Shopify\u00a0for 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\u2019s power behind two strong female voices\u00a0demonstrating\u00a0success, with the business numbers to back it up. If you are looking for engagement like this on your audio campaigns –\u00a0reach out\u00a0for a free consultation.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWe truly value when the trade publications we respect and often reference in this newsletter recognize our efforts in their\u00a0channels. This is why we were excited to see\u00a0Podnews\u00a0highlight the season 2 finale of\u00a0Ad Infinitum, which delved into Sonic Branding. In case you missed it,\u00a0Oxford Road\u2019s\u00a0Stew Redwine, VP of Creative Services, along with guest producer\u00a0Jeanna Isham\u00a0from\u00a0Dreamr Productions, discussed how sonic branding can boost both brand recognition and ROI. From\u00a0Intel‘s iconic mnemonic to\u00a0Mastercard‘s unique sonic ecosystem, listeners discover that sound is not merely an asset \u2013 it’s a strategic imperative transforming how brands connect with consumers at every interaction. For CAOs who didn\u2019t catch the episode when it launched at the end of last year, now is an ideal opportunity to revisit it.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1365,"title":"Funny Business with Paul Scheer","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z6PCFJbqstJ9-RXM_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/funny-business-with-paul-scheer\/","date":"February 5, 2025","description":"The Media Roundtable is back with some award-winning podcasting starpower, resurfacing from July\u2019s 2nd Annual CAO Summit.\nDan 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\u2019t what you think it is. Let\u2019s dig in.\n\u201cThe 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.\u201d\n– Paul Scheer (Host, How Did This Get Made?)\nLong-Time Fans – Paul\u2019s been recording How Did This Get Made? for 15 years. He\u2019s built up a huge bank of trust with his fans over that time. When you\u2019re considering hosts, it\u2019s not just about the impressions and CPMs. It\u2019s about that intimate relationship that takes untold hours and years to build.\nDon\u2019t Say This – For one brand, Paul had 2 pages of \u201cdon\u2019ts\u201d for a 30-second read. CAOs, if you want to get the most from a host, it helps to give them a prompt that\u2019ll inspire and let them cook. You\u2019ve hired someone who is the absolute best at coming up with words and delivering them in a compelling way. You won\u2019t make it better by fitting them into a box.\nComedy is Everything – Some strict brand safety approaches will cut off comedy for fear of backlash, but that\u2019s unnecessary. Whatever your interest is, there\u2019s a comedy-forward version of it, and odds are, it\u2019s 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\u2019s Civility Score and its approach to brand safety instead of broad genre blocks.) \n\nTo spend time with a veteran podcaster at the top of his game, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3814,"title":"How AI is Revolutionizing Audio Creative - Ad Infinitum 2:12; Radio Goes Hyper-Local; Ben Shapiro\u2019s MRT Appearance Reverberates Through the Industry","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/01\/Captura-de-pantalla-2025-12-11-142958.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-ai-is-revolutionizing-audio-creative-ad-infinitum-212-radio-goes-hyper-local-ben-shapiros-mrt-appearance-reverberates-through-the-industry\/","date":"January 29, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 12 – “A.I. Loves Everybody”\nStew 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\u2013all in real time.\nWe\u2019re talking: Bridging the Imagination Gap, The Second Best Answer, Dull Ads, and more. Let\u2019s jump in.\n\u201c\u200aIt’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.\u201d –\u00a0Dave “Chachi” Denes (President, Benztown and host of Chachi Loves Everybody).\nBridging the Imagination Gap \ufe0f – How do you get someone to feel the power of audio if they\u2019ve never tried it? Leave less to the imagination. Chachi and Masa pitch clients with spec spots to create more \u201caha!\u201d moments. Trying to unlock audio on a budget? You can play around with Spec AI to show stakeholders what\u2019s possible.\nThe Second Best Answer – As Chachi and Masa\u2019s mentor used to say, \u201c\u2018No\u2019 is the second best answer.\u201d SPECai helps show clients what they want, but it also shows clients what they don\u2019t want. You can use SPECai\u2019s quick creation process to find your creative North Star fast. It\u2019s more a compass than a destination, fueling the creative process on the way to \u201cyes.\u201d\nDon\u2019t Be Dull – In Stew\u2019s words, a lot of advertising is dull (Westwood One\u2019s 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\u2019t matter, just go far and react to it. Judge your proof of concepts and give your winning prototype the full production value it deserves.\nTo catch a spark of creativity (and learn how to start playing around with SPECai), tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nDouble Double, Boil and Trouble\nNetwork:\u00a0Southern California Public Radio \/ Monthly Downloads: 10k\nSome new podcast releases often take time to simmer, but this\u00a0LA Times\u00a0release is already at a piping boil. The first in a bold new slate of shows premiering this year,\u00a0Boiling 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\u00a0Sammy Roth\u00a0spends each episode walking through the impact of every political, social, and economic choice that affects the \u2018climate crisis.\u2019 For those already familiar with this network\u2019s slate of opportunities, it\u2019s 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.\nGet The Deal\n\nHygge Feels, but a Hilarious Deal\nNetwork:\u00a0Audioboom \/ Monthly Downloads: 43k\nA 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\u00a0Audioboom\u2019s recently onboarded\u00a0Comfort Level Podcast. Primarily hosted by\u00a0Madi 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nThe Definitive Analysis of the Podcast Election\nKamala Harris\u2019s podcast strategy significantly underperformed compared to Donald Trump\u2019s ahead of the 2024 election. Harris\u2019s guest appearances on YouTube-distributed podcasts garnered 6.8 million views, while Trump\u2019s amassed 113.6 million. Podcasters like Joe Rogan,\u00a0Logan Paul, and\u00a0Theo Von\u00a0have become influential figures, rallying young men in support of Donald Trump. A\u00a0Bloomberg\u00a0analysis 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,\u00a0Ashley Carman\u00a0delivers 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:\u00a0The Untold Story of the Podcast Election.\nRead More: Trump\nRead More: Harris\nRadio Going Hyper-local?\nHyper-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)\u00a0at 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.\nRead More\nPodcasting: Bigger and Better\nAccording to Paul Riismandel\u00a0of\u00a0Signal 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\u2019s 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nTecovas \u2013 A KNOCK OUT Winner!\nEric Bischoff\u00a0is a winner in and out of the ring\u2014and this week, he deserves a championship belt for this #STLR\u00a0Tecovas\u00a0ad! Bischoff delivers an excellent example of how a host-read podcast ad should be approached\u2014personal,\u00a0engaging, and\u00a0persuasive\u00a0without feeling overly salesy. As a sports entertainment industry pioneer, Eric\u2019s\u00a083 Weeks\u00a0podcast brings in a massive number of loyal listeners\u2014thanks to his authentic\u00a0delivery\u00a0and\u00a0personalization. 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\u00a0Tecovas\u00a0to his father for Christmas\u2014now his dad\u2019s favorite work boots, of course! Bischoff goes on to describe the \u2018unbelievably easy\u2019\u00a0Tecovas\u00a0website product selection and sizing process. A huge selling point that effectively seals the deal for his audience and our client.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nSonic Branding: Just What the Doctor Ordered\nLast year,\u00a0Oxford Road\u00a0teamed up with\u00a0Made Music Studio\u00a0to create Zocdoc\u2019s\u00a0inaugural 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\u00a0Zocdoc. Launched in 2025 alongside a national TV campaign, this sonic logo complements Zocdoc’s cheerful yellow palette and expressive \u2018Z\u2019 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\u2019re keen on upping your Sonic brand game, we\u2019re here to help;\u00a0email us\u00a0for a free consultation.\nRead More\nShapiro Makes Waves on Media Roundtable\nLast week,\u00a0Ben Shapiro\u00a0of\u00a0The Daily Wire\u00a0joined\u00a0Dan Granger\u00a0(CEO of\u00a0Oxford Road) on our\u00a0Media Roundtable\u00a0podcast. News about Shapiro\u2019s appearance spread quickly, with articles flooding industry publications such as\u00a0Inside Radio,\u00a0Ground News,\u00a0Roastbrief,\u00a0Ads of Brands, and a great post on LinkedIn from Daily Wire\u2019s own\u00a0Christine 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\u2019s appearance has been a long time in the making; check it out\u00a0here\u00a0ICYMI last week.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1372,"title":"Ad Infinitum S2E12 - A.I. Loves Everybody","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z5qocpbqstJ9-BK0_WebsiteGraphics-1--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e12-a-i-loves-everybody\/","date":"January 29, 2025","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 12 – “A.I. Loves Everybody”\nStew 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\u2013all in real time.\nWe\u2019re talking: Bridging the Imagination Gap, The Second Best Answer, Dull Ads, and more. Let\u2019s jump in.\n\u201c\u200aIt’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.\u201d\n\nDave “Chachi” Denes (President, Benztown and host of Chachi Loves Everybody).\n\nBridging the Imagination Gap \ufe0f – How do you get someone to feel the power of audio if they\u2019ve never tried it? Leave less to the imagination. Chachi and Masa pitch clients with spec spots to create more \u201caha!\u201d moments. Trying to unlock audio on a budget? You can play around with Spec AI to show stakeholders what\u2019s possible.\nThe Second Best Answer – As Chachi and Masa\u2019s mentor used to say, \u201c\u2018No\u2019 is the second best answer.\u201d SPECai helps show clients what they want, but it also shows clients what they don\u2019t want. You can use SPECai\u2019s quick creation process to find your creative North Star fast. It\u2019s more a compass than a destination, fueling the creative process on the way to \u201cyes.\u201d\nDon\u2019t Be Dull – In Stew\u2019s words, a lot of advertising is dull (Westwood One\u2019s 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\u2019t matter, just go far and react to it. Judge your proof of concepts and give your winning prototype the full production value it deserves.\nTo catch a spark of creativity (and learn how to start playing around with SPECai), tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1364,"title":"Open Debate: Ben Shapiro Talks Civility in Podcasting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z5JzvpbqstJ99y-H_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/open-debate-ben-shapiro-talks-civility-in-podcasting\/","date":"January 23, 2025","description":"The Media Roundtable is back! This week, we\u2019ve got a two-part episode for your listening pleasure.\nFirst, Giles Martin (EVP, Strategy & Insights, Oxford Road) shares insights from our new case study, \u201cThe Untold Story of the Podcast Election,\u201d where we show how the power of audio, especially audience engagement and riskier content, helped shape the outcome of the presidential election. It\u2019s a must-read for CAOs advocating for more podcast budget.\nClick Here to Download \u201cThe Untold Story of the Podcast Election\u201d Report\nNext 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\u2019re talking; open media ecosystems, brand safety and civility, consolidated media ownership, and so much more. These topics couldn\u2019t possibly matter more right now\u2013as echoed in President Biden\u2019s farewell address to the nation. Let\u2019s jump in.\n\u201c\u200aGood-natured political debate, I think, is actually\u2013in a way\u2013coming back.\u201d\n\nBen Shapiro, (Co-founder of The Daily Wire, Host of The Ben Shapiro Show)\n\nKeeping it Civil – What if the people we disagreed with weren\u2019t stupid or evil, but we just thought they were wrong? Dan\u2019s favorite podcast episode of the last 20 years was a respectful debate with Sam Harris and Ben, moderated by Bari Weiss. That\u2019s the power of podcasting, and it\u2019s a model for open conversations in the future. The Civility score isn\u2019t a cure-all for brand safety, but it\u2019s a necessary step to foster real conversations while also taking care of advertisers.\nAn Open Media Landscape – Wide-ranging podcast conversations thrive in an open media environment. So there\u2019s discomfort about concentrating power over media with only a few people or algorithms. In Ben\u2019s words, \u201cIf 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.\u201d Our take: keep an open landscape with transparency in content (nutritional labels) and incentivize civil discussions.\nLongform Podcasting\u00a0 \u23f3– 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.\nTo hear Dan and Ben\u2019s entire thoughtful (and civil) discussion, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3817,"title":"Ben Shapiro Joins The Media Roundtable to Talk Civility, Authenticity & Impact of Video; Oxford Road Releases All New Podcast Election Case Study","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/01\/Captura-de-pantalla-2025-12-11-144144.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ben-shapiro-joins-the-media-roundtable-to-talk-civility-authenticity-oxford-road-releases-all-new-podcast-election-case-study\/","date":"January 22, 2025","description":"The Media Roundtable is back! This week, we\u2019ve got a two-part episode for your listening pleasure.\nFirst, Giles Martin (EVP, Strategy & Insights, Oxford Road) shares insights from our new case study, \u201cThe Untold Story of the Podcast Election,\u201d where we show how the power of audio, especially audience engagement and riskier content, helped shape the outcome of the presidential election. It\u2019s a must-read for CAOs advocating for more podcast budget.\nClick Here to Download \u201cThe Untold Story of the Podcast Election\u201d Report\nNext 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\u2019re talking; open media ecosystems, brand safety and civility, consolidated media ownership, and so much more. These topics couldn\u2019t possibly matter more right now\u2013as echoed in President Biden\u2019s farewell address to the nation. Let\u2019s jump in.\n\u201c\u200aGood-natured political debate, I think, is actually\u2013in a way\u2013coming back.\u201d – Ben Shapiro, (Co-founder of The Daily Wire, Host of The Ben Shapiro Show)\nKeeping it Civil – What if the people we disagreed with weren\u2019t stupid or evil, but we just thought they were wrong? Dan\u2019s favorite podcast episode of the last 20 years was a respectful debate with Sam Harris and Ben, moderated by Bari Weiss. That\u2019s the power of podcasting, and it\u2019s a model for open conversations in the future. The Civility score isn\u2019t a cure-all for brand safety, but it\u2019s a necessary step to foster real conversations while also taking care of advertisers.\nAn Open Media Landscape – Wide-ranging podcast conversations thrive in an open media environment. So there\u2019s discomfort about concentrating power over media with only a few people or algorithms. In Ben\u2019s words, \u201cIf 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.\u201d Our take: keep an open landscape with transparency in content (nutritional labels) and incentivize civil discussions.\nLongform Podcasting\u00a0 \u23f3– 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.\nTo hear Dan and Ben\u2019s entire thoughtful (and civil) discussion, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThere\u2019s Nothing to Fear but Fear Itself\nNetwork:\u00a0AdLarge Media \/ Monthly Downloads: 25k\n>We\u2019re only in our third week of the year but we already have two new top performers we\u2019re excited to share. Our first selection has become a powerhouse political offering in the news category. Hosted by lawyer and educator Jordan Berman,\u00a0UNBIASED Politics\u00a0is 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\u2019s 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.\nGet The Deal\n\nUp a Creek, but With a Paddle\nNetwork:\u00a0PodcastOne \/ Monthly Downloads: 25k \/ Current Civility Score: 78, HIGH\nThough TikTokers\u00a0Zachariah Porter\u00a0and\u00a0Jonathan Carson\u00a0are well known for their relentless output of goofy long-form videos, they have even more to say in the land of audio. In their\u00a0Camp Counselors\u00a0comedy podcast from\u00a0PodcastOne, 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\u2019more.\nGet The Deal\n\nIn Case You Missed It\nPSA: Growth Opportunities in Podcasting\nCumulus Media’s 2025 Audioscape\u00a0report highlights four key findings about podcast advertising:\nPodcast ad campaigns are too light: Brands aren\u2019t reaching the full potential of podcast audiences.\nPodcast listeners still skew young but they\u2019re 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.\nPodcast complements CTV: Podcasts extend the reach of CTV campaigns, offering access to ad-free streaming audiences.\nPodcasts 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.\nRead More\nSelf-Improvement Podcasts Work for B2B\nSounds Profitable\u00a0and\u00a0American Public Media\u00a0are launching the\u00a0Sounds Profitable Educational Series\u00a0with a live presentation debuting\u00a0The Business Podcast Consumer\u00a0report by\u00a0Tom 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.\nRead More\nInfluencer or Creator: Ashley Flowers Clears Up the Confusion\nCreator and Host of\u00a0Crime Junkie Podcast,\u00a0Ashley 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,\u00a0audiochuck, 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\u00a0Ashley Flowers\u00a0for making the distinction crystal clear.\nRead More\n\n#SaveTheLiveReads\n\nSinisterhood Gets an Upgrade with MasterClass\n\u201cDon’t just give your loved ones (or let’s be real, yourself) something that somebody\u00a0wants. Give them something that they wanna\u00a0be\u2013And that’s why I love MasterClass!\u201d These are wise words from the hit True Crime Comedy podcast\u00a0Sinisterhood. Hosts\u00a0Christie Wallace\u00a0and\u00a0Heather McKinney\u00a0have been learning with\u00a0MasterClass\u00a0for many years. And this week, they\u2019re\u00a0dead center stage\u00a0for our #STLR spotlight! By promoting\u00a0Oxford Road\u2019s\u00a0growth\u00a0value, continual self-improvement is inevitable for these true crime enthusiasts. Both Christie and Heather remain informative while infusing their quirky banter to\u00a0personalize\u00a0live reads for their fans. Clever mentions include topics like: learning to be a poet, and mastering FBI negotiating skills from\u00a0Chris Voss\u00a0to use as parenting hacks. Better hurry and sign up for\u00a0MasterClass\u00a0now, or you might end up in the\u00a0Sinisterhood. Don\u2019t forget to use code CREEPY.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nAd Industry Already Talking About OR Case Study\nThe ink is barely dry on our\u00a0\u201cThe Untold Story of the Podcast Election\u201d\u00a0case study, yet trade publications are already taking notice. At the time of this week\u2019s\u00a0The Influencer\u00a0newsletter release,\u00a0Podcasting Today,\u00a0Roastbrief\u00a0and\u00a0Sounds Profitable\u00a0had already shared their thoughts on the study \u2013 which uncovers how podcasting paved Trump\u2019s path to the White House. Even marketers\u00a0not\u00a0running 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\u2019t checked out our case study yet, download it\u00a0here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":2156,"title":"The Untold Story of the Podcast Election","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Z4rl2JbqstJ99lwg_Untitleddesign-75--scaled.avif","image_alt":"untold story","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcastelection\/","date":"January 20, 2025","description":"","landing_redirection":""},{"id":3821,"title":"A Moment of Calm Amidst Chaos; Ad Infinitum\u2019s Sonic Branding Masterclass; Niche Influencers Dominate Engagement; Affiliate Scam Exposed","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-145218.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e11-the-authors-of-audio-branding\/","date":"January 15, 2025","description":"This week reminds us just how fragile and interconnected our world is. The fires here in Los Angeles have left us with heavy hearts\u2014and with the presidential inauguration around the corner, the air feels thick\u2014not just with smoke, but with tension. It\u2019s 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?).\nWhile we don\u2019t pretend to have answers to the bigger challenges, we do believe in the value of staying connected, grounded, and creative\u2014even during uncertain times. So, consider this newsletter a small pause. A chance to step away from the noise and refocus on what\u2019s possible in the world of audio and beyond.\nFor those in the Los Angeles community who have been directly impacted by the wildfires and need support, we want you to know we\u2019re here to help. Please don\u2019t hesitate to contact us for resources and assistance.\nLet\u2019s shift our attention from what\u2019s not in our control to what we can build together. Because even in the most chaotic times, there\u2019s always room for growth and innovation.\nLet\u2019s turn up the volume and tune into what matters most in our industry.\nWe begin this week\u2019s edition with the world\u2019s only podcast solely dedicated to audio ads. Presenting Ad Infinitum Season 2, Episode 11 – “The Authors of Audio Branding.”\nStew Redwine (VP, Creative Services, Oxford Road) welcomes two experts who literally wrote the book \u2014 \u201cAudio Branding.\u201d Colleen Fahey, (US Managing Director, Sixi\u00e8me Son), and Larry Minsky, (Professor, Columbia College Chicago) sit down for an audio branding masterclass and deep dive highlighting one of today\u2019s top audio spenders.\nWe\u2019re talkin\u2019 Train Sounds, Going Beyond Jingles, and Confused Branding. Let\u2019s jump in.\n\u201cAudio Branding \u200auses 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\u2013pay more attention to it\u2013and it’s very successful in doing all of those things.\u201d –\u00a0Colleen Fahey, (US Managing Director, Sixi\u00e8me Son)\n Ear Training – Want to feel the power of audio branding? Hear the evolution of the \u200aFrench National Railway System (SNCF). Their familiar tune gets an acoustic treatment (for ecological associations) and an extra \u201czoom\u201d (to show speed). Core sounds can evolve with your brand and signal to your audience how you\u2019re changing with the times (while still remaining true to yourself).\n More than a Jingle – Audio branding\u2019s 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\u2013when designed with intention, subtly tells your customers what your brand\u2019s about and helps them recognize it\u2013even with their eyes closed.\n Merrill\u2019s 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\u2019s you.\nTo make your brand more distinct (and to tune into the audio branding around you) check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nMorning, But also Noon and Night\nNetwork:\u00a0The Daily Wire \/ Monthly Downloads: 200k \/ Current Civility Score: 95, HIGH\nFor 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\u2019ve been focused on the\u00a0LA wildfires.\u00a0The first comes from the daily news hub\u00a0Morning Wire, a headline-based news podcast, publishing a shorter format compared to its network\u2019s commentary-based opportunities. The show is hosted by\u00a0John Bickley\u00a0and\u00a0Georgia Howe, two preeminent personalities who deliver quick, succinct information geared for listener edification. Though much of what\u2019s 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\u00a0Daily Wire\u00a0staple. No need to tap out -. . .– … \/ .–. .-.. . .- … . (Morse code) on the wire, just crack the code below.\nGet The Deal\n\nA Classified: Eyes Edition\nNetwork:\u00a0Premiere \/ Monthly Downloads: 400k \/ Current Civility Score: 74, MEDIUM\nThough\u00a0Jon Stewart\u00a0has his own podcast, it was his reappearance at\u00a0The Daily Show\u00a0news desk that sent listeners clamoring in the audio arena. Released the day after each television episode through\u00a0Premiere, the longtime comedy stalwart has been a consistent orbiter on the podcast charts. In these unprecedented times, the show\u2019s mix of comic relief, biting satire, and skits is a welcome relief for those who have been relentlessly glued to the local news.\nDue 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\u2019re looking for a promising distraction of laughter and prosperity, click below for more.\nGet The Deal\n\nIn Case You Missed It\nNiche Influencers and Podcasters Are Winning Ad Dollars\nIn 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\u2014creators, or whatever we call them\u2014tend 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.\nRead More\nThe Secret World of Crediting Affiliates\nBy way of our friends at\u00a0Sounds Profitable, A YouTuber named\u00a0Megalag\u00a0has exposed\u00a0Honey, the PayPal-owned browser extension, for allegedly scamming creators through affiliate link manipulation and collusion with sellers. The expos\u00e9 claims\u00a0Honey\u00a0rerouted affiliate commissions to itself, even when creators drove sales, and prioritized less valuable coupons to mislead users. Influencers like\u00a0Markiplier\u00a0and\u00a0Linus Tech Tips\u00a0had 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\u2019t new\u2014visit any coupon site, and you\u2019ll find codes tied to podcast hosts or influencers. What\u2019s new is the question of credit. CAOs, if you\u2019re relying on vanity URLs for attribution, there\u2019s a better way: pixel attribution paired with a two-layer survey. Check out our\u00a0Oxford Road\u00a0\u201cBonfire of Vanity URLs\u201d whitepaper\u00a0if you haven’t already.\nRead More\nIs Your Agency Ahead of the Curve?\nRazorfish\u00a0EVP of Media\u00a0Rob Silver\u00a0sees 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.\u00a0Razorfish, a\u00a0Publicis-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\u2019ve grown in popularity.\nRead More\n\n#SaveTheLiveReads\n\nMerci Beaucoup David Pakman\nThis week\u2019s #STLR featured podcast host,\u00a0David Pakman, exemplifies\u00a0walking the walk and talking the talk\u00a0(in several languages) for our client\u00a0Babbel, on his self-titled;\u00a0The 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\u2019s an excellent choice for\u00a0Babbel\u00a0personal endorsement\u00a0sponsorships. Discussing a recent trip to France and his diligence in brushing up on multiple languages in his spare time, David\u00a0substantiates\u00a0that\u00a0Babbel\u00a0rates far and above other language learning platforms out there. A\u00a0demonstration\u00a0of David Pakman\u2019s multi-language speaking talent is most definitely in order. David, we\u2019ll be in touch on that. In the meantime,\u00a0Babbel\u00a0on \u2013 and don\u2019t forget to play that familiar\u00a0Babbel Sonic ID.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1370,"title":"Ad Infinitum S2E11 - The Authors of Audio Branding","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z4hDlpbqstJ99gsK_WebsiteGraphics-1--scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-reminds-us-just-how-fragile-and-intercon\/","date":"January 15, 2025","description":"This week reminds us just how fragile and interconnected our world is. The fires here in Los Angeles have left us with heavy hearts\u2014and with the presidential inauguration around the corner, the air feels thick\u2014not just with smoke, but with tension. It\u2019s 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?).\nWhile we don\u2019t pretend to have answers to the bigger challenges, we do believe in the value of staying connected, grounded, and creative\u2014even during uncertain times. So, consider this newsletter a small pause. A chance to step away from the noise and refocus on what\u2019s possible in the world of audio and beyond.\nFor those in the Los Angeles community who have been directly impacted by the wildfires and need support, we want you to know we\u2019re here to help. Please don\u2019t hesitate to contact us for resources and assistance.\nLet\u2019s shift our attention from what\u2019s not in our control to what we can build together. Because even in the most chaotic times, there\u2019s always room for growth and innovation.\nLet\u2019s turn up the volume and tune into what matters most in our industry.\u00a0\nWe begin this week\u2019s edition with the world\u2019s only podcast solely dedicated to audio ads. Presenting Ad Infinitum Season 2, Episode 11 – “The Authors of Audio Branding.”\nStew Redwine (VP, Creative Services, Oxford Road) welcomes two experts who literally wrote the book \u2014 \u201cAudio Branding.\u201d Colleen Fahey, (US Managing Director, Sixi\u00e8me Son), and Larry Minsky, (Professor, Columbia College Chicago) sit down for an audio branding masterclass and deep dive highlighting one of today\u2019s top audio spenders.\nWe\u2019re talkin\u2019 Train Sounds, Going Beyond Jingles, and Confused Branding. Let\u2019s jump in.\n\n\u201cAudio Branding \u200auses 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\u2013pay more attention to it\u2013and it’s very successful in doing all of those things.\u201d\n\nColleen Fahey, (US Managing Director, Sixi\u00e8me Son)\n\n Ear Training – Want to feel the power of audio branding? Hear the evolution of the \u200aFrench National Railway System (SNCF). Their familiar tune gets an acoustic treatment (for ecological associations) and an extra \u201czoom\u201d (to show speed). Core sounds can evolve with your brand and signal to your audience how you\u2019re changing with the times (while still remaining true to yourself).\n More than a Jingle – Audio branding\u2019s 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\u2013when designed with intention, subtly tells your customers what your brand\u2019s about and helps them recognize it\u2013even with their eyes closed.\u00a0\u00a0\n Merrill\u2019s 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\u2019s you.\nTo make your brand more distinct (and to tune into the audio branding around you) check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3870,"title":"New Oxford Road Study Reveals 18%+ Lift in Search\u2014Just by Investing in Audio; Radio\u2019s 2025 Rollercoaster; Audacy & Claritas Solve Radio Attribution?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-11-195710.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/new-oxford-road-study-reveals-18-lift-in-search-just-by-investing-in-audio-radios-2025-rollercoaster-audacy-claritas-solve-radio-attribution\/","date":"January 8, 2025","description":"The Media Roundtable is back! This week, we\u2019re bringing you a deep dive into our new case study, \u201cThe Sound of Growth: How Audio Fuels Branded Search.\u201d 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, \u00a0Oxford Road) to break down takeaways of $400m in audio spend over 30 years.\nAudio attribution is challenging, but looking at the impact of audio on branded search is an effective way to cut through the noise. We\u2019re covering; Delayed Effects, Consistency, Diminishing Returns, and More. Let\u2019s dive in.\n\u201c\u200aAudio investment is driving almost 20 percent of clients\u2019 branded search traffic.\u201d –\u00a0Giles Martin (EVP of Strategy & Insights, Oxford Road)\nNow & Later – Audio results aren\u2019t 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\u2019s B2B and longer-consideration cycle clients, search remained elevated longer. For audio success, it helps to know that initial impact is just the beginning.\n Consistency Wins – And it\u2019s 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\u2019t always in-market, so they need to have you top of mind whenever they shift to buyers.\nOptimize Spend – For one brand in the case study, diminishing returns really kicked in after 1m in monthly spend. Keep in mind, your brand\u2019s 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\u2019re happy to help with the analysis).\nFor more actionable insights to optimize your strategy and maximize ROIs, check out the full case study HERE and tune into the full episode below.\nWatch Here\nDownload \u201cThe Sound of Growth\u201d Report\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThe Best UX from a CMGR\nNetwork: Independent \/ Monthly Downloads:\u00a0 10k\nThe mantra \u201cNew Year, New Me\u201d 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\u2019s desire to do and be better. While she\u2019s 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,\u00a0CAPS LOCK\u00a0has 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.\nGet The Deal\n\nYouTube Chef\u2019s Podcast Recipe for Success\nNetwork:\u00a0QCode Media \/ Monthly Downloads: 200k\nFor 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\u00a0QCode Media, featuring\u00a0Rosanna 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;\u00a0Teala Dunn,\u00a0Sam Tsui, and everyone\u2019s favorite internet baker, sweet\u00a0JonnyCakes. 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\u2019s first several episodes. Follow the recipe by indulging the link below.\nGet The Deal\n\nIn Case You Missed It\nThe Ups and Downs of Radio\nWhat\u2019s shaping radio in 2025? Audacy, Inc.\u00a0exits bankruptcy;\u00a0iHeart\u00a0restructures $4.8b debt; and new\u00a0Nielsen audio measurement\u00a0methodology could boost radio ratings by ~20%.\u00a0Audacy\u00a0and\u00a0iHeartMedia\u00a0enter 2025 on seemingly firmer financial footing compared to a year ago. But radio\u2019s still a mixed bag:\u00a0Cumulus Media\u00a0faces 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.\nRead More: Audacy\nRead More: iHeartMedia\nGen Z\u2019s Take on Video in Podcasting\nSpotify’s pivot to video faces challenges, according to Gen Z students in NYU\u2019s Business of Podcasting class. While Spotify\u00a0aims 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\u2019s plenty of angst about Spotify\u2019s video push and video\u2019s impact on podcasting\u2014and it\u2019s not going away anytime soon in 2025. A focus group with\u00a0Steven Goldstein’s\u00a0NYU students offers a clue: audio-first is still (mostly) the best bet for creators and marketers alike.\nRead More\nHave Audacy and Claritas Cracked the Code on Radio Attribution?\nAudacy\u00a0and\u00a0Claritas\u00a0have 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\u2019re all for cracking the code on radio attribution for performance marketers, so we hope the hype is real. That said, Claritas\u2019 \u201csecret sauce\u201d for matching radio spot times with website activity better be extra saucy\u2014because this isn\u2019t exactly new, and let\u2019s just say\u2026 our past experiences with it have left an unpleasant aftertaste.\nRead More\n\n#SaveTheLiveReads\n\nLooking and Feeling Your ProLon Best in 2025\nHappy New Year! AND Happy Trails in the rear-view mirror to anything that doesn\u2019t involve taking good care of ourselves in 2025!\u00a0Weekly Dose of BS\u00a0podcast and reality TV star hosts,\u00a0Stephanie Hollman\u00a0and\u00a0Trey Stewart\u00a0are already way ahead of the trend as they talk about gearing up for the new year with\u00a0ProLon: L-Nutra. Trey shares his enlightening weight loss experience with\u00a0ProLon\u2019s science-backed soup detox, as Stephanie cheers him on. This dynamic duo combines their real-life friendship with sassy fun on-brand\u00a0substantiation. This entertainingly insightful partnership keeps listeners coming back for more. The host\u2019s\u00a0personal endorsements\u00a0for\u00a0ProLon\u00a0are\u00a0believable\u00a0because the proof is truly in the pudding, with no BS topping.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nBalancing Technology with a Human Touch\nIt\u2019s always exciting for us to see\u00a0Oxford Road\u00a0pop up in the industry trade publications we often reference in this newsletter. We\u2019re thrilled to see\u00a0Radio Ink\u00a0mention our most recent\u00a0Media Roundtable\u00a0podcast episode in their end-of-year edition. Our\u00a0\u2018A Look Forward to 2025 – Trends That Will Shape Audio\u2019\u00a0episode 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.\nRead More\nThe Sound of Growth\u201d Echos Across the Industry\nIn case you read this newsletter from the bottom up, and ICYDK,\u00a0Oxford Road\u00a0just released a case study on audio\u2019s impact on branded web search for advertisers. The industry is already posting articles about it. In fact, as we simultaneously publish this week\u2019s edition of the Influencer, 8 industry publications are already sharing the news about this intuitive groundbreaking study. Our thanks go out to\u00a0Sounds Profitable,\u00a0MediaPost,\u00a0RadioToday,\u00a0Inside Radio,\u00a0Radio Online,\u00a0Roastbrief,\u00a0Ads of Brands, and\u00a0iHeart\u2019s\u00a0Keith Hotchkiss\u00a0for getting the word out about the ancillary benefits of advertising in audio\u2014our favorite medium.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":2162,"title":"The Sound of Growth","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Z1N5wZbqstJ98MLI_Untitleddesign-72--scaled.avif","image_alt":"sound","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/soundofgrowth\/","date":"January 8, 2025","description":"","landing_redirection":""},{"id":1373,"title":"The Sound of Growth: How Audio Fuels Branded Search","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z32uVJbqstJ99Jo0_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-sound-of-growth-how-audio-fuels-branded-search\/","date":"January 8, 2025","description":"The Media Roundtable is back! This week, we\u2019re bringing you a deep dive into our new case study, \u201cThe Sound of Growth: How Audio Fuels Branded Search.\u201d 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.\nAudio attribution is challenging, but looking at the impact of audio on branded search is an effective way to cut through the noise. We\u2019re covering; Delayed Effects, Consistency, Diminishing Returns, and More. Let\u2019s dive in.\n\u201c\u200aAudio investment is driving almost 20 percent of clients\u2019 branded search traffic.\u201d\n\nGiles Martin (EVP of Strategy & Insights, Oxford Road)\n\nNow & Later – Audio results aren\u2019t 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\u2019s B2B and longer-consideration cycle clients, search remained elevated longer. For audio success, it helps to know that initial impact is just the beginning.\n Consistency Wins – And it\u2019s 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\u2019t always in-market, so they need to have you top of mind whenever they shift to buyers.\nOptimize Spend – For one brand in the case study, diminishing returns really kicked in after 1m in monthly spend. Keep in mind, your brand\u2019s 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\u2019re happy to help with the analysis).\nFor more actionable insights to optimize your strategy and maximize ROIs, check out the full case study HERE and tune into the full episode below.\nWatch Here\nDownload \u201cThe Sound of Growth\u201d Report\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1369,"title":"Here\u2019s What We Learned: The Influencer Opens the 2024 Archives","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z2YTZZbqstJ98wHX_MotivationalPodcastCover-scaled.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/heres-what-we-learned-the-influencer-opens-the-2024-archives\/","date":"January 1, 2025","description":"Happy New Year! \nWe\u2019re thrilled to continue our audio journey with you in 2025. We don\u2019t know what adventures we\u2019ll face in the new year, but we\u2019re excited to conquer them together.\nTo kick things off (and prepare for what\u2019s next), we\u2019re sharing the complete 2024 archives from our weekly Influencer Editions and Media Roundtable Episodes.\u00a0\nWhether catching up on missed insights or revisiting favorite moments, we\u2019ve got you covered.\nHere\u2019s to a new year of growth, prosperity, promoting civil discourse, discovery, and sharing insights together.\u00a0\n\nJANUARY\nJanuary 3, 2024\nInfluencer Edition: RIP Audio Opportunists: Brands Seek Serious Solutions in 2024: with Steven Goldstein, Founder\/CEO at Amplifi Media & Adjunct Professor at NYU\nMedia Roundtable Episode: RIP Audio Opportunists: Brands Seek Serious Solutions in 2024 ( : Spotify, Apple, YouTube)\n\nJanuary 10, 2024\nInfluencer Edition: Media Roundtable Special Edition: We Nailed 9 of 10 of our 2023 Predictions – What\u2019s Next for 2024?\nMedia Roundtable Episode: We nailed 9 of 10 of our 2023 predictions. What\u2019s next for 2024? ( : Spotify, Apple, YouTube)\n\nJanuary 17, 2024\nInfluencer 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\nMedia Roundtable Episode: Keeping Audio Weird: The Pitfalls to Programmatic ( : Spotify, Apple, YouTube)\n\nJanuary 24, 2024\nInfluencer Edition: Marketing Maharishis Reveal What\u2019s Wrong With Your Audio Ads; Why You Should Be on YouTube Podcasts; How New Tech Will Shape Your Audio Strategy\nMedia Roundtable Episode: Ad Infinitum Ep. 7 “It’s All in the Execution” featuring Steve Keller and Bjorn Thorleifsson ( : Spotify, Apple, YouTube)\n\nJanuary 31, 2024\nInfluencer Edition: Top Podcast Advertiser Shakes The Industry; AI\u2019s Podcast Move Will Have You Question What You Hear and See; Oxford Road Announces a Huge Hire\nMedia Roundtable Episode: AI in Audio \u2013 Stretching What\u2019s Possible ( : Spotify, Apple, YouTube)\n\nFEBRUARY\nFebruary 7, 2024\nInfluencer Edition: Nathan Aminian Sets Sights on Fixing Audio Attribution; What Rogan\u2019s Recommitment to Spotify Means For Podcast\u2019s Future; Super Bowl Ad Alternatives\nMedia Roundtable Episode: Talent Drives Everything – Oxford Road lands Nathan Aminian, Rogan stays with Spotify(ish) ( : Spotify, Apple, YouTube)\n\nFebruary 14, 2024\nInfluencer Edition: Media Trust is at a Record Low\u2013What it Means for Your Audio Strategy; Curb Your Podcast Budget; Podscribe Benchmark Report Lays Podcast Data All Out\nMedia Roundtable Episode: Can We Save The Media? Evan Shapiro and a New Fairness Doctrine ( : Spotify, Apple, YouTube)\n\nFebruary 21, 2024\nInfluencer Edition: Why Big Spend Doesn\u2019t Mean A \u201cSound\u201d Strategy\u2013Ad Infinitum Season 2 Kicks Off With A Bang; Concerned About Your Drop In Podcast Downloads? Don\u2019t Be.\nMedia Roundtable Episode: Ad Infinitum: S2E1 – “Sound Strategy” with Mark Pollard ( : Spotify, Apple, YouTube)\n\nFebruary 28, 2024\nInfluencer 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\nMedia Roundtable Episode: Now Do This \u2013 Breaking Down Podscribe\u2019s Benchmark Report with Pete Birsinger ( : Spotify, Apple, YouTube)\n\nMARCH\nMarch 6, 2024\nInfluencer Edition: Podcast Host Reveals The Secrets to Getting the Best Host Reads; Female-Hosted Podcasts You Should Be Sponsoring; Surprise! Women Like Podcasts\nMedia Roundtable Episode: Joy, Fandom, and Writing Ads That Hosts Love with Joanna Robinson ( : Spotify, Apple, YouTube)\n\nMarch 13, 2024\nInfluencer Edition: MRT Returns with All New Industry Edition; True Crime Advertising Now Backed by Science; RIP Rooster Teeth; Joe Rogan Grows His Audience\u2026 Again!\nMedia Roundtable Episode: Ears Wide Open: Oscar\u2019s Audio Ad, Spotify\u2019s Dominance, & Rooster Teeth\u2019s Downfall ( : Spotify, Apple, YouTube)\n\nMarch 20, 2024\nInfluencer Edition: Ad Infinitum S2E2 – Network Founder Shares Secrets to Getting Better Host Reads; Celeb Podcasts Good for Your Brand?; Hala Taha Shows How it\u2019s Done\nMedia Roundtable Episode: Ad Infinitum S2:E2 – “Hosts Are People Too” featuring Jordy Meiselas of MeidasTouch ( : Spotify, Apple, YouTube)\n\nMarch 27, 2024\nInfluencer Edition: The MRT Recaps Europe\u2019s Top Audio Event, Caitlyn Jenner\u2019s New Podcast, & Amazon\u2019s Latest Pod Move; The Ghost of Elvis Sues Podcast; What About Joni?\nMedia Roundtable Episode: Finding New Hits – Celebrity Overload, Minding the Game, and The British Podcast Invasion ( : Spotify, Apple, YouTube)\n\nAPRIL\nApril 3, 2024\nInfluencer Edition: CAOs, Get A Recap of Last Week\u2019s Podcast Movement Evolutions From Panelists and Attendees; Edison\u2019s 2024 Audio Insights Are Here!\nMedia Roundtable Episode: FOMO NOMO\u2019 – Recapping Podcast Movement Evolutions 2024 ( : Spotify, Apple, YouTube)\n\nApril 10, 2024\nInfluencer Edition: Jason Calacanis Is \u201cAll In\u201d with the MRT; SNL, Married w\/ Children, & Sopranos Alum Podcasts Not to be Missed; SXM Taylor\u2019s Version; #SaveTheLiveReads\nMedia Roundtable Episode: The Age of Efficiency and What\u2019s Next with Jason Calacanis ( : Spotify, Apple, YouTube)\n\nApril 17, 2024\nInfluencer Edition: Cumulus\u2019 Pierre Bouvard Joins the Most Practical MRT Ever; Tis the Season for Baseball and Soccer Podcasts; Fake Podcast Ads; AI Stealing the Thunder\nMedia Roundtable Episode: B2B and Spoken Word Media – The Special Relationship ( : Spotify, Apple, YouTube)\n\nApril 24, 2024\nInfluencer 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???\nMedia Roundtable Episode: Ad Infinitum: S2E3 – Branding with your Eyes Closed with Joel Beckerman ( : Spotify, Apple, YouTube)\n\nMAY\nMay 1, 2024\nInfluencer Edition: What Spotify\u2019s Quiet IAB Departure Means for Your Ad Buys; Should Your Brand Start a Podcast?; Has Audacy Made Local Sports Easier for Marketers?\nMedia Roundtable Episode: Sounds like a Big Deal – Spotify, IAB, Branded Podcasts, and Audacy\u2019s Sports Play ( : Spotify, Apple, YouTube)\n\nMay 8, 2024\nInfluencer Edition: All-Star Cast Joins the MRT to Discuss Audio\u2019s Role in Your Media Mix; The Good and Bad of AI in Audio; Media Watchdog Uncovers New Ad Fraud Scam\nMedia Roundtable Episode: The Role of Audio in the Mix\u00a0 of Communications with Andrea Stillacci and Chris Binns ( : Spotify, Apple, YouTube)\n\nMay 15, 2024\nInfluencer Edition: Missed Last Week\u2019s IAB Upfronts or our CAO Event? We\u2019ve Got You Covered; Ben Shapiro Makes a Case to Buy Conservative; YAP\u2019s Masterclass in PE\nMedia Roundtable Episode: CAO Messaging Forum Recap – Zero-to-One Sonic Branding, Mastering Message Design & Getting the Most from the Host ( : Spotify, Apple, YouTube)\n\nMay 22, 2024\nInfluencer Edition: Why You Shouldn\u2019t 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\nMedia Roundtable Episode: Sounds of the Future – Radio in 2026, Podcaster Emmys, the Clone Voice Army ( : Spotify, Apple, YouTube)\n\nMay 29, 2024\nInfluencer Edition: Making Ads Contextually Relevant on Ad Infinitum\u2019s Latest; Apple\u2019s Miscalculation Helping Performance Marketers; 2-Part Crash Course in Sonic-Branding\nMedia Roundtable Episode: Ad Infinitum: S2E4 – Scary Ads with Nathalie Chicha and Ray Harkins ( : Spotify, Apple, YouTube)\n\nJUNE\nJune 5, 2024\nInfluencer Edition: Missed London\u2019s \u201cPodcast Show\u201d? The MRT Has Your Definitive Recap; International Podcasts You Should Be Considering; Is Radio Worth it in 2024?\nMedia Roundtable Episode: The International Podcast Show Recap – Lessons from London with James Cridland and Amelia Coomber ( : Spotify, Apple, YouTube)\n\nJune 12, 2024\nInfluencer 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\nMedia Roundtable Episode: What Brands Want From Audio with Robbie Giles of MasterClass and Kezia Koo of Indeed ( : Spotify, Apple, YouTube)\n\nJune 19, 2024\nInfluencer Edition: Anticipating Audio\u2019s Future with a Look to the Past; Pod Listeners Don\u2019t Mind the Ads (mostly); Podcast Reaches The Side Hustlers; Daytime = Primetime\nMedia Roundtable Episode: Then and Now – From Past Elections to our AI present with History Podcaster Lindsay Graham ( : Spotify, Apple, YouTube)\n\nJune 26, 2024\nInfluencer 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\nMedia Roundtable Episode: Ad Infinitum: S2E5 – Sound Business is Sound Business with Hala Taha( : Spotify, Apple, YouTube)\nMedia Roundtable Episode: Live from Cannes: The State of Digital Media with LUMA\u2019s Conor McKenna ( : Spotify, Apple, YouTube)\n\nJULY\nJuly 3, 2024\nInfluencer Edition: Happy Independence Day; The Inventor of Podcast, Former MTV VJ, and Champion of Independence, \u201cPodfather\u201d Adam Curry Joins the MRT\nMedia Roundtable Episode: The Podfather: Adam Curry Reflects on 20 Years of Podcasting ( : Spotify, Apple, YouTube)\n\nJuly 10, 2024\nInfluencer Edition: A Look Back at Changes in Audio From the Front Lines; The Beyonce Effect; The New Talk Radio\nMedia Roundtable Episode: Halfway to History: Oxford Road’s 11-Year Journey ( : Spotify, Apple, YouTube)\n\nJuly 17, 2024\nInfluencer Edition: Exploring the Rule of 3\u2019s; Ad Infinitum is Baaack with Insights on Maximizing Personal Endorsements; Congress Takes on Brand Safety\nMedia Roundtable Episode: Audio\u2019s Rule of Thirds with Rhapsody Voices\u2019s Mike Jensen ( : Spotify, Apple, YouTube)\n\nJuly 24, 2024\nInfluencer Edition: 30% of Podcast Industry Represented at Last Week\u2019s CAO Summit\u2013Here\u2019s What You Missed; Podcast Shifts to Sellers Market; Bongino Loves His TJ Underwear\nMedia Roundtable Episode: Camp CAO – Chief Audio Officer Summit \u201824 Highlights ( : Spotify, Apple, YouTube)\n\nJuly 31, 2024\nInfluencer Edition: Kellyanne Conway and David Plouffe Bring Civil Discourse Back to the MRT; UK Podcast Adoption Gains Momentum; Podcasters Explore On-Site Sponsorships\nMedia Roundtable Episode: Engaged, not Enraged – Kellyanne Conway and David Plouffe on Podcasting Across the Aisle ( : Spotify, Apple, YouTube)\n\nAUGUST\nAugust 7, 2024\nInfluencer Edition: Catching Audio-Feels with Ad Infinitum and Radio Hall of Fame Co-Chair & \u201824 Inductee Kraig Kitchin; Your Audio Production Just Got a Whole Lot Easier\nMedia Roundtable Episode: Ad Infinitum: S2E7 – Audio Affects with Kraig Kitchin ( : Spotify, Apple, YouTube)\n\nAugust 14, 2024\nInfluencer Edition: The Industry\u2019s First PodLoad Report – How Many Ads Are Too Many?; Why GARM\u2019s Dissolution is a Win In Disguise for Brand Safety; Podcast Moves Abound\nMedia Roundtable Episode: The Danger of Rising PodLoad: How Increasing Clutter Erodes Podcast Advertising Value ( : Spotify, Apple, YouTube)\n\nAugust 21, 2024\nInfluencer Edition: Podcasting with Purpose; MRT Sits Down with Crime Junkie Host Ashley Flowers & BetterHelp CAO, Brittany Clevenger; Brand Safety Post-GARM, And More\u2026\nMedia Roundtable Episode: Using Audio for Good with Ashley Flowers and Brittany Clevenger ( : Spotify, Apple, YouTube)\n\nAugust 28, 2024\nInfluencer Edition: Everything You Missed at Last Week\u2019s Podcast Movement; WSJ Discusses Oxford Road & Podscribe\u2019s PodLoad Report; Major Podcasts Switch Networks\nMedia Roundtable Episode: Research, True Crime, & What Brands Want – Recapping Podcast Movement 2024 ( : Spotify, Apple, YouTube)\n\nSEPTEMBER\nSeptember 4, 2024\nInfluencer Edition: From the CAO Summit\u2013The State of Audio Advertising Report; Finally, Accurate Podcast Reach Measurement? The Biggest Podcast Episode Ever Isn\u2019t Rogan\nMedia Roundtable Episode: The State of Audio Advertising Report: Insights and Trends from the CAO Summit ( : Spotify, Apple, YouTube)\n\nSeptember 11, 2024\nInfluencer Edition: McDonald’s Exec Joins Ad Infinitum to Talk Shop with Oxford Road\u2019s Stew Redwine – We\u2019re Lovin\u2019 It; HHM Kicks off with Home Grown Pods You Should Know\nMedia Roundtable Episode: Ad Infinitum: S2E08 – Sonic Truths with JJ Healan ( : Spotify, Apple, YouTube)\n\nSeptember 18, 2024\nInfluencer Edition: Ad Infinitum Explores the Future of Audio Production; Podcasts Tackling Journalistic Integrity; 20 Years of “Podcast”; Consumers vs Advertisers\nMedia Roundtable Episode: Ad Infinitum: S2E09 – Simulacrum Ex Machina with Oskar Serrander ( : Spotify, Apple, YouTube)\n\nSeptember 25, 2024\nInfluencer Edition: Top Marketers Discuss Audio\u2019s Role in Their Marketing Mix; YouTube Channels You Should Be Testing; Why Avoiding Political Podcasts is NOT the Way\nMedia Roundtable Episode: Audio\u2019s Role in the Marketing Mix – Live from the CAO Summit ( : Spotify, Apple, YouTube)\n\nOCTOBER\nOctober 2, 2024\nInfluencer 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.\nMedia Roundtable Episode: Make Creative Your Unfair Advantage – Secrets from the CAO Summit ( : Spotify, Apple, YouTube)\n\nOctober 9, 2024\nInfluencer Edition: Podcaster\/Journalist Brian Reed Questions Everything in Pursuit of Journalistic Integrity; Nielsen Changing Radio Measurement; Barney\u2019s Podcast Debut\nMedia Roundtable Episode: “Questioning Everything with Journalist Brian Reed (S-Town, This American Life)” ( : Spotify, Apple, YouTube)\n\nOctober 16, 2024\nInfluencer Edition: What Brands Really Want\u2014Podcast\u2019s Top Advertisers Weigh In; Podcasts Moving Behind Paywalls; Another Case For Sonic Branding; Magellan Gets Local\nMedia Roundtable Episode: What Brands Want: New Report Highlights from 50 CAOs ( : Spotify, Apple, YouTube)\n\nOctober 23, 2024\nInfluencer Edition: The Power of Alignment: How Shared Values Created a Podcast Giant\u2013with Dan Granger, Conor Doyle, and Bryan Barletta\nMedia Roundtable Episode: From Competitors to Partners: The Story Behind the Industry’s Biggest Union\u2013with Dan Granger, Conor Doyle, and Bryan Barletta ( : Spotify, Apple, YouTube)\n\nOctober 30, 2024\nInfluencer Edition: SNL Legends Join the MRT to Share Why They\u2019ve Made Podcast Their Home; Rogan\u2019s Trump Interview Smashes Records; Veritonic Tackles Brand Lift\nMedia Roundtable Episode: Permission to Laugh with Dana Carvey, David Spade, & Jenna Weiss-Berman ( : Spotify, Apple, YouTube)\n\nNOVEMBER\nNovember 6, 2024\nInfluencer Edition: Audio\u2019s Role in Politics – The 2024 Election and Beyond; Shows That Should be on Your \u201825 Radar; FTC Cracks Down on Deceptive Ads; Podtrac Goes Abroad\nMedia Roundtable Episode: Lessons from the “Podcast Election” \u2013 Audio\u2019s Role in Politics ( : Spotify, Apple, YouTube)\n\nNovember 13, 2024\nInfluencer Edition: Top CAOs Weigh in on Their Biggest Pain Point – ATTRIBUTION; Podcasts Recommendations to Start Your Year Off Right; The Podcast Election Breakdown\nMedia Roundtable Episode: MMMs, Advanced Radio, & Pixels – Lessons from the CAO Attribution Forum ( : Spotify, Apple, YouTube)\n\nNovember 20, 2024\nInfluencer Edition: Persuasive Audio Advertising on Ad Infinitum\u2019s Latest Episode; Spotify Shares New Creator Tools; Elves and Burglars Take Over Recent Industry Podcast\nMedia Roundtable Episode: Ad Infinitum S2E10 – Congruent Cues with Chelsea Campbell ( : Spotify, Apple, YouTube)\n\nNovember 27, 2024\nInfluencer Edition: Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble\nMedia Roundtable Episode: Video, Audio, or Both? – Shaping the Future of Podcast with James Cridland ( : Spotify, Apple, YouTube)\n\nDECEMBER\nDecember 4, 2024\nInfluencer Edition: CAOs Collaborate on All Things MEASUREMENT; \u201cRecycle Bin\u201d Gems; Amplifi Looks Back at \u201cAudio in 2024\u201d; Podcaster\u2019s Endeavors to #SAVETHEFAMILYFARM\nMedia Roundtable Episode: Measurement: Untangling the Knot ( : Spotify, Apple, YouTube)\n\nDecember 11, 2024\nInfluencer Edition: MRT\u2019s \u201824 Year in Review; Spotify\u2019s \u201cWrapped\u201d for CAOs; \u201cExplosive\u201d 2024 Podcast Trends; Edison\u2019s 2024 Recap; The FBI Negotiator and the Podcast Host\nMedia Roundtable Episode: A Look Back at 2024 – AI, Video\u2019s Rise, the Podcast Election & More ( : Spotify, Apple, YouTube)\n\nDecember 18, 2024\nInfluencer Edition: 2025 Prediction Time! What Our Audio Experts & The Industry Believe is In Store for the New Year; Taylor Swift\u2019s Future Sister-In-Law (?)\u2019s Podcast.\nMedia Roundtable Episode: A Look Forward to 2025 – Trends That Will Shape Audio( : Spotify, Apple, YouTube)\n\nWe 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.\nThanks 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.\nPlease stay tuned for our regularly scheduled programming next week. Cheers to 2025!","landing_redirection":""},{"id":3886,"title":"2025 Prediction Time! What Our Audio Experts & The Industry Believe is In Store for the New Year; Taylor Swift\u2019s Future Sister-In-Law (?)\u2019s Podcast.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-175053.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-look-forward-to-2025-trends-that-will-shape-audio-2\/","date":"December 18, 2024","description":"The Media Roundtable is back! This week we\u2019ve dusted off our trusty crystal ball for a look into 2025. What trends will shape the audio industry next year and beyond? Stay tuned\u2026\nDan Granger (CEO, Oxford Road) \u00a0hosts fellow audio prognosticators:\nSteven Goldstein (Founder & CEO, Amplifi Media)\nTom Webster (Partner, Sounds Profitable)\nPeter Birsinger (CEO & Founder, Podscribe)\nThe team is talking: Spotify\u2019s YouTube Envy, Revenue Predictions, The Future of Attribution, and more. Let\u2019s leap in.\n\u201c\u200aIf 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.\u201d\n\nTom Webster (Partner, Sounds Profitable)\n\n\nYouTube Envy – One big question of 2025: Can Spotify become YouTube? Yes, video\u2019s engaging, but YouTube\u2019s 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: \u201c\u200aIt comes from the Podcast region of France\u2013anything else is just sparkling audio.\u201d )\nTriangulation – As Pete puts it: \u201c\u200aTriangulation is the hot word, and I think it\u2019s going to be getting even hotter.\u201d 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\u2019ll only become more necessary (but we\u2019re watching to see if Spotify\u2019s video approach will represent a measurement improvement over YouTube\u2019s black box.)\n2025\u2019s Numbers – Big predictions: Listenership will be up (by a skosh\/iota\/smidgen depending on who\u2019s 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\u2019s words: \u201c\u200aIt’s amazing how many people could still be successful on radio today if only they’d take the time to survey.\u201d\n\nTo get a head start on 2025, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nShe\u2019s Strong. She\u2019s Invincible. She\u2019s a Kelce.\nNetwork:\u00a0Wave Sports \/ Monthly Downloads: 1m\nAs 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\u2019s look at two new shows that will continue to rise in popularity. Our first is hosted by\u00a0Kylie Kelce: super mom, wife to footballer\u00a0Jason 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\u00a0from his throne, already selling out sponsorships left and right. Whether you\u2019re looking for big opps, female-focused hosts, or a huge reach play, you can\u2019t go wrong with this new top performer. If you wanna fly like an Eagle, soar on over to the link below.\nGet The Deal\n\nA Good American Makes a Bad B**ch Podcast\nNetwork:\u00a0Dear Media \/ Monthly Downloads: 1m\nWhen 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,\u00a0Khloe Kardashian\u00a0announced a show that would first drop on X, ad-less, easily available to her 305m followers. We\u00a0wondered where the RSS would factor into the picture, and now we have our answer.\u00a0Dear Media\u00a0will 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.\u00a0Don\u2019t take pictures of yourself while your sister is going to jail, simply unleash the link below for more.\nGet The Deal\n\nIn Case You Missed It\nDigital Audio Up in 2025, Radio Down\nMagna\u00a0forecasts 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.\nRead More\nAI Makes Podcasting Personal in 2025?\nGoogle NotebookLM\u00a0and\u00a0Spotify\u00a0have partnered to create AI-generated personalized podcasts for\u00a0Spotify 2024 Wrapped, leveraging Google\u2019s NotebookLM\u00a0technology. 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.\nRead More\nYouTube\u2019s Podcast Plans for 2025\nYouTube 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\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nThe Biggest Hidden Cost in Business\nThe\u00a0Focused\u00a0podcast, hosted by\u00a0David Sparks\u00a0and\u00a0Mike Schmitz, explores strategies and tools to help individuals improve productivity while staying true to their values and long-term goals. It\u2019s no question that a show like this would be perfectly aligned with an advertiser \u201cfocused\u201d on hiring the right candidates. In a recent ad for\u00a0Indeed, the show highlighted the hiring platform\u2019s ability to help save time and deliver quality candidates, addressing the \u201cbiggest hidden cost\u201d of hiring the wrong person. By combining compelling statistics with their own\u00a0personal experience, this read is a perfect example of executing\u00a0Audiolytics\u2122 Key Component #5:\u00a0Substantiation\u00a0while flawlessly aligning with the podcast\u2019s productivity-focused theme. This advertiser\/podcast connection is a match made in heaven. If you\u2019re trying to find similar connections between your brand and the shows you sponsor,\u00a0email us, we can help.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1376,"title":"A Look Forward to 2025 - Trends That Will Shape Audio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z2NFv5bqstJ98p1w_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-look-forward-to-2025-trends-that-will-shape-audio\/","date":"December 18, 2024","description":"The Media Roundtable is back! This week we\u2019ve dusted off our trusty crystal ball for a look into 2025. What trends will shape the audio industry next year and beyond? Stay tuned\u2026\nDan Granger (CEO, Oxford Road) hosts fellow audio prognosticators:\nSteven Goldstein (Founder & CEO, Amplifi Media)\nTom Webster (Partner, Sounds Profitable)\nPeter Birsinger (CEO & Founder, Podscribe)\nThe team is talking: Spotify\u2019s YouTube Envy, Revenue Predictions, The Future of Attribution, and more. Let\u2019s leap in.\n\u201c\u200aIf 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.\u201d\n\nTom Webster (Partner, Sounds Profitable)\n\n\nYouTube Envy – One big question of 2025: Can Spotify become YouTube? Yes, video\u2019s engaging, but YouTube\u2019s 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: \u201c\u200aIt comes from the Podcast region of France\u2013anything else is just sparkling audio.\u201d )\nTriangulation – As Pete puts it: \u201c\u200aTriangulation is the hot word, and I think it\u2019s going to be getting even hotter.\u201d 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\u2019ll only become more necessary (but we\u2019re watching to see if Spotify\u2019s video approach will represent a measurement improvement over YouTube\u2019s black box.)\n2025\u2019s Numbers – Big predictions: Listenership will be up (by a skosh\/iota\/smidgen depending on who\u2019s 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\u2019s words: \u201c\u200aIt’s amazing how many people could still be successful on radio today if only they’d take the time to survey.\u201d\n\nTo get a head start on 2025, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3890,"title":"MRT\u2019s \u201824 Year in Review; Spotify\u2019s \u201cWrapped\u201d for CAOs; \u201cExplosive\u201d 2024 Podcast Trends; Edison\u2019s 2024 Recap; The FBI Negotiator and the Podcast Host","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-180620.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrts-24-year-in-review-spotifys-wrapped-for-caos-explosive-2024-podcast-trends-edisons-2024-recap-the-fbi-negotiator-and-the\/","date":"December 11, 2024","description":"The Media Roundtable is back! This week we\u2019re taking a look back at the biggest trends that shaped audio in 2024. It\u2019s an epic recap of a huge year for our industry.\nDan Granger (CEO, Oxford Road) hosts:\n\nJames Ingrassia – EVP, Client Service, Oxford Road\nStew Redwine – VP Creative Services, Oxford Road\nMiranda Romano – SVP, Media, Oxford Road\nNeal Lucey – EVP, Strategy & Product, Oxford Road\nConor Doyle – President, Oxford Road\n\nThe team is talking: the Podcast Election, Big Money Deals, the Rise of Video, and so much more. Let\u2019s dive in.\n\u201cAnybody that tries to change what the audience wants is crazy.\u201d –\u00a0Dan Granger (CEO, Oxford Road)\nThe Rise of Video\u00a0 – We\u2019ve spilled a lot of digital ink on YouTube and Spotify\u2019s video push for good reason. Whether you think it\u2019s good, bad, or a mix for podcasting, video\u2019s influence is undeniable. We take the POV that video and audio support each other well, and even more importantly \u2013 the audience wants ultimately wins. It\u2019s the audiences\u2019 job to go where they want and a CAO\u2019s job to meet \u2018em there.\nBig 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.\nThe 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.\nTo fully grasp just how much our industry has changed in 2024 (and to prep for 2025) tune into the full episode below.\nBonus! Grading our 2024 Predictions\nLast year, we made predictions on overarching industry trends and took swings on side predictions. So, how\u2019d we do?\nHits \u2705\n\nGrowth – We predicted growth in listenership, business revenue, and content investment across the industry. Nailed it.\nSide 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 .\nMixed Bag\nAI Harm – We thought AI would do more good than harm but it\u2019s been even keeled.\n\nMisses \u26d4\n\nCPMs – We predicted declining CPMs for podcasts, radio, and streaming \u2013 it didn\u2019t 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.\nStandard Definitions vs Chaos \u200d – 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 \u201cpodcast\u201d with their heavy push toward video.\nSide Prediction Misses – Pixel attribution didn\u2019t decrease, Apple didn\u2019t make a big acquisition in audio, and Taylor Swift didn\u2019t make a podcast. (Apple, if you want to turn it around, feel free to greenlight the Swiftcast by 12\/31).\n\nWorth 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThe Early Bird Gets the DR Worm\nNetwork:\u00a0Gemini XIII \/ Monthly Downloads: 1M\nAs previously mentioned, video has continued climbing in relevance within the audio space, so let\u2019s 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\u00a0Rhett & Link. Though this duo\u2019s empire also includes their well-known\u00a0Ear Biscuits\u00a0podcast, most video lovers know them from their home platform endeavors.\u00a0Rhett & Link\u00a0also hold the distinct honor of being named the\u00a0Second Most Influential Content Creators of 2024 by Rolling Stone. And, their microphones and blindfolds are on display at\u00a0The Smithsonian National Museum of American History.\u00a0Rhett & Link\u2019s 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.\nGet The Deal\n\nThe Pick-Me\u2019s Should Take Several Seats\nNetwork:\u00a0Headgum \/\u00a0\u00a0Monthly Downloads: 50k\nFor those looking to make the jump from influencer marketing to YouTube, small female creators often prove to be the linchpin. They\u2019re often deeply honest, scathingly funny, and chronically online, easily building a small but fervent fan base, intent on showing brand loyalty.\u00a0Maddie Dragsbaek\u00a0has 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\u2019s given unabashed dating advice. Though still building her internet fame, Dragsbaek has enjoyed multiple sponsorships from strong DR advertisers looking for \u2018best in market\u2019 performance. If you want to connect with this niche, engaged audience, swipe right to the link below.\nGet The Deal\n\nIn Case You Missed It\n\u201cThe Other\u201d Spotify Wrapped\nSpotify Wrapped 2024\u00a0celebrated the year’s most notable moments in music, podcasts, and audiobooks. Key highlights included\u00a0Taylor Swift\u00a0as the most-streamed artist,\u00a0The Joe Rogan Experience\u00a0maintaining 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\u00a0Edison Research, 74% of P13+ time spent with audio is devoted to music.\nRead More\nExploding Topics Highlights Podcast Trends\nThe 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\u00a0Podbean\u00a0and 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\u00a0OBSBOT\u00a0webcam to improve how we show up on the\u00a0Media Roundtable\u00a0podcast.\nRead More\nEdison Research Shares Its Top 10\nEdison Research\u2019s\u00a0Top 10 Findings of 2024\u00a0highlight 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\u2019d add podcast monthly listening reaching\u00a047% of P12+\u00a0as another key finding.\nRead More\n\n#SaveTheLiveReads\n\nInvisible Choir Sings Praises of MasterClass\nThe\u00a0Invisible Choir\u00a0podcast, known for its gripping true-crime storytelling, highlights the benefits of\u00a0MasterClass\u00a0in a recent episode. This exceptional ad emphasizes the transformative lessons learned in former FBI hostage negotiator\u00a0Chris Voss‘s\u00a0course, which host\u00a0Michael Ojibway\u00a0finds 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\u00a0Offer, 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\u00a06th key component\u00a0in Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0framework\u00a0and will undoubtedly impact performance. For CAOs seeking better performance in ad campaigns, this is the way, especially during seasonal peaks like the holidays.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1379,"title":"A Look Back at 2024 - AI, Video\u2019s Rise, the Podcast Election & More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z1oXHJbqstJ98XCu_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-look-back-at-2024-ai-videos-rise-the-podcast-election-more\/","date":"December 11, 2024","description":"The Media Roundtable is back! This week we\u2019re taking a look back at the biggest trends that shaped audio in 2024. It\u2019s an epic recap of a huge year for our industry.\nDan Granger (CEO, Oxford Road) hosts:\nJames Ingrassia – EVP, Client Service, Oxford Road\nStew Redwine – VP Creative Services, Oxford Road\nMiranda Romano – SVP, Media, Oxford Road\nNeal Lucey – EVP, Strategy & Product, Oxford Road\nConor Doyle – President, Oxford Road\nThe team is talking: the Podcast Election, Big Money Deals, the Rise of Video, and so much more. Let\u2019s dive in.\n\u201cAnybody that tries to change what the audience wants is crazy.\u201d\n\nDan Granger (CEO, Oxford Road)\u00a0\n\nThe Rise of Video\u00a0 – We\u2019ve spilled a lot of digital ink on YouTube and Spotify\u2019s video push for good reason. Whether you think it\u2019s good, bad, or a mix for podcasting, video\u2019s influence is undeniable. We take the POV that video and audio support each other well, and even more importantly \u2013 the audience wants ultimately wins. It\u2019s the audiences\u2019 job to go where they want and a CAO\u2019s job to meet \u2018em there.\nBig 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.\nThe 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.\nTo fully grasp just how much our industry has changed in 2024 (and to prep for 2025) tune into the full episode below.\nBonus! Grading our 2024 Predictions\nLast year, we made predictions on overarching industry trends and took swings on side predictions. So, how\u2019d we do?\nHits \u2705\nGrowth – We predicted growth in listenership, business revenue, and content investment across the industry. Nailed it.\nSide 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 .\nMixed Bag\nAI Harm – We thought AI would do more good than harm but it\u2019s been even keeled.\nMisses \u26d4\nCPMs – We predicted declining CPMs for podcasts, radio, and streaming \u2013 it didn\u2019t 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.\nStandard Definitions vs Chaos \u200d – 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 \u201cpodcast\u201d with their heavy push toward video.\nSide Prediction Misses – Pixel attribution didn\u2019t decrease, Apple didn\u2019t make a big acquisition in audio, and Taylor Swift didn\u2019t make a podcast. (Apple, if you want to turn it around, feel free to greenlight the Swiftcast by 12\/31).\nWorth 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3897,"title":"CAOs Collaborate on All Things MEASUREMENT; \u201cRecycle Bin\u201d Gems; Amplifi Looks Back at \u201cAudio in 2024\u201d; Podcaster\u2019s Endeavors to #SAVETHEFAMILYFARM","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-185208.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/caos-collaborate-on-all-things-measurement-recycle-bin-gems-amplifi-looks-back-at-audio-in-2024-podcasters-endeavors-to-savethefamilyfarm\/","date":"December 4, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you another favorite CAO Summit session, all about Measurement.\nGiles Martin (EVP of Strategy & Insights, Oxford Road) takes the stageto share best practices on measurement with:\n\nMargaux Natiello, (Senior Manager, Partnerships, AG1)\nBrittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)\nRion Swartz, (VP, Brand Marketing, formerly with Constant Contact, Shutterstock, LegalZoom)\nSidney Stephens, (Senior Marketing Manager, Offline, Tommy John)\n\nThe team is talking: Your Best Option, Triangulation, Constant Improvement, and more. Let\u2019s jump in.\n\u201cI am trying constantly to look for any indication that something is working.\u201d –\u00a0Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)\nFind your Best Fit – There\u2019s not a single best approach that works for everyone, but there might still be a \u2018best fit\u2019 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\u2019re better off with mass-generated promo codes and pixels than manually updating landing pages.\nTriangulation – Springboarding off the \u2018no-best option,\u2019 our CAOs don\u2019t 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\u2019re seeing things more clearly. When they don\u2019t line up, you know you have some extra analysis to tackle.\nNever Stop – Most CAOs would agree: Whatever Brittany and BetterHelp are doing is clearly working. They\u2019re continuously evolving their measurement program \u2013 they just started using pixels this year. Measurement doesn\u2019t have a one time solution. It\u2019s a constant journey of improvement. The closer you get to the truth, the more you can scale with confidence.\n\nFor more measurement insights from our all-star CAOs, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nPutting Down Some Roots\nNetwork:\u00a0QCode Media \/ Monthly Downloads: 265k\nThis week we have two new opportunities before the end of Q4 arrives.\u00a0Eamon and Bec\u00a0may be newbies to podcasting, but they\u2019ve enjoyed remarkable success as YouTubers (1.3m followers) and entrepreneurs, having founded their\u00a0Habit\u00a0tea business. Their newest venture has them \u201cgetting to the root of what it means to be a human being\u201d, 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.\u00a0This opportunity is well-suited for US based companies, and it\u2019s 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.\nGet The Deal\n\nReduce, Reuse, Recycle\nNetwork:\u00a0Audioboom \/ Monthly Downloads: 10k\nTech is a very strong category for DR clients, but finding options can be difficult this time of year. Have no fear, the YouTube channel\u00a0Front Page Tech\u00a0has launched an amazing podcast called\u00a0Recycle Bin. Hosted by channel writer\u00a0Brian Shoop\u00a0and director\u00a0Jon Prosser, the weekly sit-down show has them discussing new and exciting topics within the tech hemisphere. Whether they\u2019re 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.\u00a0Many advertisers are already finding success testing them during Q4, and we believe others are readily placing their annual orders. This isn\u2019t trash, it\u2019s treasure, and you can get in on the goods too by exploring the link below.\nGet The Deal\n\nIn Case You Missed It\nSteven Goldstein Breaks Down Audio in 2024\nSteven Goldstein, Founder & CEO of\u00a0Amplifi 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 \u2018The Podcast Election\u2019 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.\nRead More\nNew York Magazine’s Must Read on the Rise of Video in Podcasting\nPodcasting 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\u2019s 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.\nRead More\nIn-car Audio Goes Mobile\nEdison Research\u00a0highlights 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\u2019s\u00a0Share of Ear\u00a0study, mobile devices are now the top platform for audio consumption, with their share growing significantly in-car. If Oxford Road\u2019s\u00a0The Bonfire of Vanity URLs\u00a0white paper didn\u2019t already convince marketers to move away from vanity URLs, the rise of on-the-go audio consumption should.\nRead More\n\n#SaveTheLiveReads\n\nSaving The Family Farm\nHuman Events Daily,\u00a0with host\u00a0Jack 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\u00a0Moink, 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\u2019re expecting a major win for the family farm. Jack does an amazing job in his\u00a0set up\u00a0of Moink\u2019s core mission, explaining how he\u2019s aligned, while giving his listeners a way to join the united movement. This pairing is a testament to\u00a0Oxford Road‘s Media and Account teams\u00a0working together to find influencers who are completely aligned with the advertiser\u2019s values and goals. If you\u2019d like to see what this kind of synergy can do for\u00a0your\u00a0podcast campaign, let\u2019s chat! It\u2019s easy, just email us\u00a0HERE.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1382,"title":"Measurement: Untangling the Knot","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z1Ds_pbqstJ98DR1_WebsiteGraphics-3-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/measurement-untangling-the-knot\/","date":"December 4, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you another favorite CAO Summit session, all about Measurement. Giles Martin (EVP of Strategy & Insights, Oxford Road) takes the stage with:\n Margaux Natiello, (Senior Manager, Partnerships, AG1)\n Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)\n Rion Swartz, (VP, Brand Marketing, formerly with Constant Contact, Shutterstock, LegalZoom)\n Sidney Stephens, (Senior Marketing Manager, Offline, Tommy John) \nto share their best practices on measurement.\n\nThe team is talking: Your Best Option, Triangulation, Constant Improvement, and more. Let\u2019s jump in.\n\u201cI am trying constantly to look for any indication that something is working.\u201d\n\nBrittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)\n\nFind your Best Fit – There\u2019s not a single best approach that works for everyone, but there might still be a \u2018best fit\u2019 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\u2019re better off with mass-generated promo codes and pixels than manually updating landing pages.\nTriangulation – Springboarding off the \u2018no-best option,\u2019 our CAOs don\u2019t 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\u2019re seeing things more clearly. When they don\u2019t line up, you know you have some extra analysis to tackle.\nNever Stop – Most CAOs would agree: Whatever Brittany and BetterHelp are doing is clearly working. They\u2019re continuously evolving their measurement program \u2013 they just started using pixels this year. Measurement doesn\u2019t have a one time solution. It\u2019s a constant journey of improvement. The closer you get to the truth, the more you can scale with confidence.\n\nFor more measurement insights from our all-star CAOs, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3900,"title":"Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-190917.png","image_alt":"research gems, Spotify\u2019s video push, podcast\u2019s identity crisis and more.","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/gobble-gobble-gobble\/","date":"November 27, 2024","description":"The Media Roundtable is back! This week we\u2019re taking a deep dive into the future of podcasts \u2013 our dreams, fears, and the unknown.\nDan 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).\nThe team is talking: research gems, Spotify\u2019s video push, podcast\u2019s identity crisis and more. Let\u2019s dive in.\n\u201cFor me, it’s like being on the Titanic, and somebody\u2019s saying, \u2018Oh, look, that iceberg looks nice. Let’s go over there.\u201d –\u00a0James Cridland (editor, Podnews and Podcast Business Journal)\nListen and Type \u2328\ufe0f – First, some good news for CAOs with attribution anxiety. New Veritonic research shows 57% of podcast ad listeners visit a brand\u2019s website after hearing a podcast ad. So even when listeners aren\u2019t following the exact instructions (Vanity URL? Skip.) the podcast\u2019s effectiveness means the message is still getting through.\nSpotify\u2019s Big Moves – ICYMI, Spotify announced some big changes prioritizing video in podcasts, hoping to pull video podcast subscribers from YouTube. It\u2019s hard to know all the effects these shifts could have right now, but James believes podcasts are \u201csomething for your ears when your eyes are busy.\u201d Giving up the audio advantage of podcasting doesn\u2019t sound like a great future.\nPodscribe\u2019s 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.\nFor a deeper dive into the future of podcast with some of the wisest audio minds in the industry, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThere\u2019s No Place Like Home\nNetwork: Acast \/ Monthly Downloads: 200k \/ Current Civility Score: 97, HIGH\nDuring 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\u00a0Fearne Cotton\u00a0began her career in children\u2019s broadcasts for the\u00a0BBC, eventually pivoting to trending reality shows. In her\u00a0Happy Place\u00a0podcast with\u00a0Acast, 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\u2019s 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\u2019re happy and you know it, click below.\nGet The Deal\n\nOver the River and Through the Wood\nNetwork:\u00a0NPR \/ Monthly Downloads: 1.9m \/ Current Civility Score: 99, HIGH\nLife Kit\u00a0is 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,\u00a0Life Kit\u2019s 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\u2019s also one of the few podcasts with a valuable back catalog, so listeners can easily search for specific archived episodes.\u00a0Life Kit\u00a0has amassed many longtime DR advertisers, especially those seeking lifelong learners with a higher household income. That\u2019s life, and like all the people say, follow the link below, and you won\u2019t be shot down in May.\nGet The Deal\n\nIn Case You Missed It\nAudacy Enhances Ad Creativity\nMatt Casey‘s\u00a0Ad Age\u00a0article explores the evolution of podcast advertising over two decades, showcasing innovative strategies that redefine creativity. For example, Tenderfoot\u2019s “Up and Vanished” podcast\u00a0integrated\u00a0Liquid I.V.\u00a0ads into its narrative, enhancing authenticity. Audacy’s Enhanced Video Units combine host reads with animation and QR codes for dynamic engagement. Other examples include\u00a0Wasabi Hot Cloud Storage‘s interactive baseball segments and\u00a0Metro 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.\nRead More\nLocal Advertisers Slow to Jump on Podcast Train\nBorrell 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 \u201cvery effective,\u201d 48% deemed them only \u201cslightly\u201d impactful. This is interesting. While SMBs are avid podcast listeners\u2014and we know this well, given how many of our clients target this audience\u2014they\u2019re 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.\nRead More\nSpotify Sunsets Listener Support Program\nEffective January 2, 2025, Spotify for Creators\u00a0is discontinuing its US-only\u00a0Listener Support\u00a0program, 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\u00a0Stripe. Other monetization options remain unaffected, and Spotify plans to enhance these offerings. With Spotify\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\nIt\u2019s Me Tinx, Fasting Mimicker\nChristina Najjar, also known as \u201cTinx,\u201d began posting on TikTok during the COVID-19 pandemic.\u00a0 She\u2019s 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\u00a0ProLon\u00a0is so impactful. Tinx takes lean copy points and nourishes them with her unique perspective on how and why she uses\u00a0ProLon\u00a0to \u201crestart\u201d 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\u2019re looking for a host that \u201cgets it\u201d, look no further than Tinx.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1377,"title":"Video, Audio, or Both? - Shaping the Future of Podcast with James Cridland","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Z0ZS05bqstJ97zFL_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/video-audio-or-both-shaping-the-future-of-podcast-with-james-cridland\/","date":"November 27, 2024","description":"The Media Roundtable is back! This week we\u2019re taking a deep dive into the future of podcasts \u2013 our dreams, fears, and the unknown.\nDan 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).\nThe team is talking: research gems, Spotify\u2019s video push, podcast\u2019s identity crisis and more. Let\u2019s dive in.\n\u201cFor me, it’s like being on the Titanic, and somebody\u2019s saying, \u2018Oh, look, that iceberg looks nice. Let’s go over there.\u201d\n\nJames Cridland (editor, Podnews and Podcast Business Journal)\n\nListen and Type \u2328\ufe0f – First, some good news for CAOs with attribution anxiety. New Veritonic research shows 57% of podcast ad listeners visit a brand\u2019s website after hearing a podcast ad. So even when listeners aren\u2019t following the exact instructions (Vanity URL? Skip.) the podcast\u2019s effectiveness means the message is still getting through.\nSpotify\u2019s Big Moves – ICYMI, Spotify announced some big changes prioritizing video in podcasts, hoping to pull video podcast subscribers from YouTube. It\u2019s hard to know all the effects these shifts could have right now, but James believes podcasts are \u201csomething for your ears when your eyes are busy.\u201d Giving up the audio advantage of podcasting doesn\u2019t sound like a great future.\nPodscribe\u2019s 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.\nFor a deeper dive into the future of podcast with some of the wisest audio minds in the industry, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3906,"title":"Persuasive Audio Advertising on Ad Infinitum\u2019s Latest Episode; Spotify Shares New Creator Tools; Elves and Burglars Take Over Recent Industry Podcast","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-12-16-194320.png","image_alt":"Persuasive Audio Advertising","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/persuadive-audio-advertising\/","date":"November 20, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 10 – “Congruent Cues.”\nStew Redwine (VP Creative Services, Oxford Road) welcomes Chelsea Campbell (Group Creative Director, Studio Resonate \u2013 SiriusXM\u2019s in-house audio agency) to discuss the science of persuasive audio advertising as well as this month\u2019s top spenders in audio.\nWe\u2019re talking the Magic of Audio, Bacon vs Rain, and Missed Audio Opportunities. Let\u2019s dive in.\n\u201cAs important, if not more important, than the individual assets themselves, is the brand’s commitment to using them over time.\u201d –\u00a0Chelsea Campbell, (Group Creative Director, SiriusXM\u2019sStudio Resonate)\n\ufe0f Get More Done (or Don\u2019t) – 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.\nPsychoacoustics & 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?\nAudio 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.\nWondercraft 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.\nTo unlock the power of audio (and never hear bacon and rain the same way again) tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nGRWM for an OOTD ASAP\nNetwork:\u00a0Adlarge \/ Monthly Downloads: 25k\nMore than ever, twenty-something-year-old women are looking to their internet big sisters for expertise, knowledge, and experience. Anna Kai\u00a0is the ultimate girls\u2019 girl, having built an impressive 2.7m followers organically, just by talking through the hard-learned lessons from her youth. She\u2019s 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\u2019s also an impressive makeup artist, former\u00a0blogger, and interior decorator. Anna\u2019s guests are a mix of podcasters, like;\u00a0Lindsey Metselaar\u00a0and\u00a0Violet Benson, as well as influencers and reality show celebs. You don\u2019t need to wear a highlighter to be a shiny CAO superstar, simply indulge below for more.\nGet The Deal\n\nThe Whole Nine Yards\nNetwork:\u00a0The Roost \/ Monthly Downloads: 450k \/Current Civility Score: 66, MEDIUM\nAt times, it seems like these hosts don\u2019t even know they\u2019re being recorded. Nothing about\u00a0Ludwig Ahgren,\u00a0Nick “Envy” Vercillo,\u00a0Anthony “Slime” Bruno, and\u00a0Aiden “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.\nThey\u2019ve 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,\u00a0The Yard\u00a0has 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.\nGet The Deal\n\nIn Case You Missed It\nSpotify\u00a0Makes a Splash\nThe Podcast Business Journal\u00a0and other notable sources attended Spotify’s recent event in Los Angeles where the publisher showcased its evolving creator tools, now rebranded as \u201cSpotify for Creators\u201d. Key announcements included a new \u201cSpotify Partner Program\u201d, offering programmatic ads for podcasts and a revenue model tied to Premium subscriptions for video content. The event emphasized Spotify\u2019s 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.\nRead More\nAmazon Music Calls an Audible\nAmazon Music\u2019s 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\u2019s 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.\nRead More\nPew Research Sheds Light on News Influencers\nA Pew Research Center\u00a0“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\u2014but also demands agility to adapt to formats ranging from audio to video and beyond.\nRead More\n\n#SaveTheLiveReads\n\nLike Having Mom Book Your Dr. Appointment\nExes and O\u2019s\u00a0with\u00a0Shannon Beveridge\u00a0is 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,\u00a0ZocDoc. She shares how booking appointments with a doctor is one of the hardest \u2018adulting\u2019 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\u00a0Exes and O\u2019s\u00a0ad reads feel so\u00a0personal. While this particular read hits several of our\u00a0Audiolytics\u2122 Key Components, it nails the\u00a0value proposition\u00a0in a way few reads can\u00a0deliver\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nLA Business Journal Talks About Oxford Road\/VeritoneOne\nRegular readers of\u00a0The Influencer\u00a0already know, but for lighter readers, our own,\u00a0Oxford Road\u00a0is merging with\u00a0Veritone One, backed by\u00a0Insignia Capital Group, to form what we aim to be \u2014 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.\u00a0With no layoffs, and plans to expand, this bold move sets the stage for innovation in digital marketing.\nRead More\nAn Elf, Wet Bandits & A Podcast Star, Oh My!\nThis one happened a couple of weeks ago, but deserves its day in\u00a0The Influencer, if for no other reason, you\u2019ve just gotta\u00a0see the costumes. In the spirit of Halloween,\u00a0Podcast Advertising Playbook\u00a0features\u00a0Stew Redwine, (Vice President of Creative Services,\u00a0Oxford Road) and\u00a0Oskar Serrander, (Co-Founder & CEO,\u00a0Wondercraft) \u2018in costume\u2019 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1378,"title":"Ad Infinitum S2E10 - Congruent Cues with Chelsea Campbell","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zz6ETq8jQArT1GXO_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e10-congruent-cues-with-chelsea-campbell\/","date":"November 20, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 10 – “Congruent Cues.”\nStew Redwine (VP Creative Services, Oxford Road) welcomes Chelsea Campbell (Group Creative Director, Studio Resonate \u2013 SiriusXM\u2019s in-house audio agency) to discuss the science of persuasive audio advertising as well as this month\u2019s top spenders in audio.\nWe\u2019re talking the Magic of Audio, Bacon vs Rain, and Missed Audio Opportunities. Let\u2019s dive in.\n\u201cAs important, if not more important, than the individual assets themselves, is the brand’s commitment to using them over time.\u201d\n\nChelsea Campbell, (Group Creative Director, SiriusXM\u2019sStudio Resonate)\n\n \ufe0f Get More Done (or Don\u2019t) – 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.\n 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?\n 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.\n 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.\nTo unlock the power of audio (and never hear bacon and rain the same way again) tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3913,"title":"Top CAOs Weigh in on Their Biggest Pain Point - ATTRIBUTION; Podcasts Recommendations to Start Your Year Off Right; The Podcast Election Breakdown","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-195836.png","image_alt":"MMMs, Advanced Radio, & Pixels","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/top-caos-weigh-in-on-their-biggest-pain-point-attribution-podcasts-recommendations-to-start-your-year-off-right-the-podcast-election-breakdown\/","date":"November 13, 2024","description":"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\u2019re sharing highlights and wisdom straight from the CAOs.\nGiles 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.\nThe team is talking: MMMs, Radio Measurement, Pixels, and more. Let\u2019s jump in.\n\u201cWhether it’s an MMM or even a pixel-based model, it’s a view of the world that\u2019s created through the math, but it’s not the truth. It’s not reality. It’s giving you an estimate.\u201d –\u00a0Giles Martin, (EVP of Strategy & Insights, Oxford Road)\nGet in the Mix – MMMs can be wildly helpful (one CAO\u2019s anecdote showed podcast\u2019s impact was 5x bigger than they thought). The problem? It\u2019s not the end all, be all. One recommendation: if you\u2019re using an MMM, advocate to be involved in the overall process. The MMM is only as good as its inputs \u2013 your expertise is a key part.\nNext 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 \u2013 and possibly your Data Science team if you\u2019re lucky. Whatever the attribution challenges may be, we go further when we go together.\nPixel – Pixels: they don\u2019t 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\u2019t 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).\n\nAs British Statistician George E. P. Box said; \u201cAll models are wrong, but some are useful.\u201d To get the most out of your approach to attribution, tune into the full episode linked below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nNew Year New You\nNetwork: Young and Profiting \/ Monthly Downloads: 100k \/ Current Civility Score: 99, HIGH\nIf you\u2019re not locking in your 2025 podcasts yet, you\u2019re late to the party; but fear not.\u00a0The Influencer\u00a0has 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\u00a0Trent Shelton, former NFL wide receiver, turned motivational speaker. From the self-improvement powerhouse network,\u00a0Young and Profiting,\u00a0The Trent Shelton Podcast\u00a0is like a pep talk from that friend who keeps it real and leaves the sugar coated stuff at home in the pantry. Trent doesn\u2019t just preach to the choir \u2014 he gets right up in your business, tackling life\u2019s 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\u2019s 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\u2019t already tested this show, it\u2019s time to get into the game.\nGet The Deal\n\nWhere Productivity Meets Glamour\nNetwork:\u00a0Cake Media \/ Monthly Downloads: 35k \/\u00a0Current Civility Score: 100, HIGH\nWhile this week\u2019s first offering caters more to male jocks, our next resolution solution is more suited for a female skew. Listening to\u00a0Cake Media\u2019s\u00a0Busy, Yet Pretty\u00a0is 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\u00a0Jadyn Hailey\u00a0knows what it\u2019s like to juggle a jam-packed schedule \u2014 and she\u2019s got the inside scoop on how to do it all\u00a0without\u00a0losing 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 \u2014 because, yes, you really can have it all, girlfriend! Just click the link below for the deets.\nGet The Deal\n\nIn Case You Missed It\nTom Webster\u2019s Perspective on Audio and Video in Podcasting\nTom Webster\u00a0of\u00a0Sounds Profitable\u00a0explores “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\u2019s 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 \u2014 a point we agree with. He highlights that context and mood often guide consumption, and we\u2019d add that the available device and activity matter too. Good luck multitasking while watching a video podcast!\nRead More\nCreators, Influencers, and Makers \u2014 Oh My!\nAntoinette Siu\u00a0of\u00a0Digiday\u00a0highlights how the ad industry is redefining the terms “creator” and “influencer” as content creation has shifted beyond traditional social media posts.\u00a0Becky Owen, CMO of\u00a0Billion 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\u2019t forget the people who make the physical products!) CAOs, if you\u2019re struggling to distinguish between influencers and creators, you\u2019re not alone. This article helps unpack the nuances. Note, we categorize podcast hosts and radio show hosts as creators.\nRead More\nIndeed, it was the Podcast Election\nAshley Carman‘s Bloomberg\u00a0Soundbite\u00a0newsletter highlights election night \u2014 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\u2019 increasing role in political influence, with Carlson\u2019s show and others, like\u00a0The Daily Wire\u00a0and Patrick Bet-David\u2019s\u00a0PBD Podcast, engaging millions. Podcasts are expected to play an even bigger role in future elections, with\u00a0Joe Rogan receiving more requests\u00a0for his blessing. The Podcast Election extended right into actual election night coverage, with Carman doing a great job breaking down how podcasting\u2019s impact on the election played out across digital platforms.\nRead More\n\n#SaveTheLiveReads\n\nLookin\u2019 Good in Snake Skin Boots\nThe Snake Pit Podcast\u00a0slithers 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\u00a0Jake \u2018The Snake\u2019 Roberts\u00a0obliterated opponents with his classic\u00a0DDT\u00a0move, his show absolutely crushes the live reads too. This show has a knack for turning the usual \u201cblah-blah-blah\u201d ad breaks into something entertaining, often with a dash of humor that leaves you wondering, \u201cHey, did I actually just ENJOY that ad?\u201d Such is the case with this featured read for\u00a0Tecovas Boots. The host shares tales of strutting around Pittsburgh in his new\u00a0Tecovas Boots\u00a0that \u201clook and feel amazing\u201d. His personable\u00a0delivery\u00a0makes every listener want to try on a pair of\u00a0Tecovas\u00a0for themselves. But this kind of\u00a0personal endorsement\u00a0doesn\u2019t come easy; it takes savvy media planning, proper\u00a0onboarding, and a script that provides just enough room to let the host lead the way\u2013Union of the Snake.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1374,"title":"MMMs, Advanced Radio, & Pixels - Lessons from the CAO Attribution Forum","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZzUpI68jQArT02lY_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mmms-advanced-radio-pixels-lessons-from-the-cao-attribution-forum\/","date":"November 13, 2024","description":"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\u2019re sharing highlights and wisdom straight from the CAOs.\nGiles 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.\nThe team is talking: MMMs, Radio Measurement, Pixels, and more. Let\u2019s jump in.\n\n\u201cWhether it’s an MMM or even a pixel-based model, it’s a view of the world that\u2019s created through the math, but it’s not the truth. It’s not reality. It’s giving you an estimate.\u201d\n\nGiles Martin, (EVP of Strategy & Insights, Oxford Road)\n\nGet in the Mix – MMMs can be wildly helpful (one CAO\u2019s anecdote showed podcast\u2019s impact was 5x bigger than they thought). The problem? It\u2019s not the end all, be all. One recommendation: if you\u2019re using an MMM, advocate to be involved in the overall process. The MMM is only as good as its inputs \u2013 your expertise is a key part.\nNext 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 \u2013 and possibly your Data Science team if you\u2019re lucky. Whatever the attribution challenges may be, we go further when we go together.\nPixel – Pixels: they don\u2019t 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\u2019t 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).\n\nAs British Statistician George E. P. Box said; \u201cAll models are wrong, but some are useful.\u201d To get the most out of your approach to attribution, tune into the full episode linked below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3916,"title":"Audio\u2019s Role in Politics - The 2024 Election and Beyond; Shows That Should be on Your \u201825 Radar; FTC Cracks Down on Deceptive Ads; Podtrac Goes Abroad","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-16-201418.png","image_alt":"Audio\u2019s Role in Politics","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audios-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\/","date":"November 6, 2024","description":"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.\nPoliticians 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” \u2013 Audio’s Role in Politics. Buckle up\u2013it’s going to be a ride\u2026\nDan 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.\nThe team is talking: the \u201cPodcast Election\u201d, unlocking audio budgets, civility, and more. Let\u2019s dive deeper.\n\u201cThere is room in America for civility. Honest to goodness conversation \u2013 an exchange of ideas without having to insult individuals.\u201d\n\nKraig Kitchin, (Senior Strategic Advisor for Oxford Road & Bonafide Audio Legend)\n\nThe Podcast Election \ufe0f– Since 2016, the number of podcast listeners has more than doubled \u2013 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.\nMore 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?\nCivility, 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\u2019s Civility Score). For those looking to support civil political content going forward, tune in for a peek at some of our Civility All-Stars.\n\nWhatever your perceptions may be, and however you\u2019re feeling right now, there\u2019s no denying that audio was a key player in shaping this election\u2013and many to come. For more insights, tune into our full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nLoad the Glass Cannon\nNetwork:\u00a0Glassbox Media \/ Monthly Downloads: 50k \/\u00a0Current Civility Score: 92, HIGH\nFor 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\u00a0Glassbox Media\u00a0and resides in the quickly growing Leisure sub-genre of D&D. The show is hosted by\u00a0Barbara Dunkelman, Chris Demarais, Blaine Gibson, and Jon Risinger,\u00a0set 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\u00a0Gus Sorola\u00a0weaves 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.\u00a0Tales from the Stinky Dragon\u00a0can also accommodate feed drops. You don\u2019t need a dragon\u2019s hoard to test, just click below and we\u2019ll tell you more.\nGet The Deal\n\nChampagne and Chit Chat\nNetwork:\u00a0Kafen8 \/ Monthly Downloads: 12k \/Current Civility Score: 84, HIGH\nBravo\u00a0reality TV has brought joy to lovers of mess for decades. And\u00a0Cocktails and Gossip\u00a0co-hosts\u00a0B & Amanda\u00a0have been along for the ride since launching their Instagram account\u00a0@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\u00a0Real 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.\nGet The Deal\n\nIn Case You Missed It\nThe Election Boosts Political Podcasts\nTriton Digital\u2019s September 2024 U.S. Podcast Ranker, with insights from\u00a0Signal 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.\nRead More\nPodtrac Launches International Podcast Rankings\nPodtrac\u00a0has 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.\u00a0Adam Bowie\u00a0explains that Podtrac’s methodologies for UK charts include a mix of downloads and estimated downloads. Comparisons with\u00a0Edison Research\u00a0show 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\u2019s decision to sunset\u00a0Chartable\u00a0leaves a potential gap, particularly for marketers expanding into international markets. Podtrac\u2019s new offering steps in to meet this need.\nRead More\n\u2018I Use It, and So Should You\u2019 Ads Better Be Authentic\nNew Federal Trade Commission\u00a0(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\u00a0according 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.\nRead More\n\n#SaveTheLiveReads\n\nEmail to Ecomm, \u2018The Tech Guy\u2019 Knows Personal Endorsement\nMatching 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\u00a0Shopify\u00a0and the\u00a0This Week in Tech\u00a0podcast, 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nDavid Defeats Goliath\nYou\u2019ve heard of the story of David and Goliath, where the smaller \u2018Davey\u2019 took out the giant, Goliath.\u00a0The Davey Awards\u00a0is the largest and most prestigious competition exclusively for the \u201cDavids\u201d of creativity. Oxford Road\u2019s own\u00a0Stew Redwine\u00a0(VP, Creative Services,\u00a0Oxford Road) just received eight 2024 \u2018Davey\u2019 awards for his work on the (now award-winning and often featured in this newsletter) show\u00a0Ad Infinitum. If inclined, join us in congratulating Stew and the team for their achievement on Stew\u2019s recent\u00a0LinkedIn post\u00a0about the win.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1380,"title":"Lessons from the \"Podcast Election\" \u2013 Audio\u2019s Role in Politics","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZyvCiq8jQArT0WZR_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/lessons-from-the-podcast-election-audios-role-in-politics\/","date":"November 6, 2024","description":"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.\nPoliticians 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” \u2013 Audio’s Role in Politics. Buckle up\u2013it’s going to be a ride\u2026\nDan 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.\nThe team is talking: the \u201cPodcast Election\u201d, unlocking audio budgets, civility, and more. Let\u2019s dive deeper.\n\u201cThere is room in America for civility. Honest to goodness conversation \u2013 an exchange of ideas without having to insult individuals.\u201d\n\nKraig Kitchin, (Senior Strategic Advisor for Oxford Road & Bonafide Audio Legend)\n\nThe Podcast Election \ufe0f– Since 2016, the number of podcast listeners has more than doubled \u2013 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.\nMore 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?\nCivility, 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\u2019s Civility Score). For those looking to support civil political content going forward, tune in for a peek at some of our Civility All-Stars.\n\nWhatever your perceptions may be, and however you\u2019re feeling right now, there\u2019s no denying that audio was a key player in shaping this election\u2013and many to come. For more insights, tune into our full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3969,"title":"SNL Legends Join the MRT to Share Why They\u2019ve Made Podcast Their Home; Rogan\u2019s Trump Interview Smashes Records; Veritonic Tackles Brand Lift","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/10\/Captura-de-pantalla-2025-12-23-185342.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/permission-to-laugh-with-dana-carvey-david-spade-jenna-weiss-berman-2\/","date":"October 30, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you one of our many favorite chats from Oxford Road\u2019s 2024 CAO Summit: \u201cPermission to Laugh.\u201d\nJenna 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\u2019s World, The Dana Carvey Show) and David Spade (Tommy Boy, Just Shoot Me), fresh off their hit podcasts Fly on the Wall and Superfly.\nWe\u2019re diving into: why stars make podcasts, the power of comedy, and 8-minute ad reads. Let\u2019s jump in.\n\u201cWe took on the stance of being on the side of our sponsors, embracing them and their dreams.\u201d\n\nDana Carvey (Comedy Legend, Co-Host of Fly on the Wall)\n\nWhy Podcasts – Carvey and Spade enjoy massive success in television and film, but podcasts are something extra special. There\u2019s nowhere else you can capture intimate riffing with friends and send it out to billions. This chat nails the pure joy of podcasts\u2013hanging out with your famous, hilarious friends. Plus, as Spade says, \u201cIt’s a niche business with three million podcasts, so it feels like there’s room.\u201d\nWhy Comedy? – Some podcasts solve crimes\u2013others 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\u2026\n8-Minute Ads – What\u2019s more impressive: Fly on the Wall having 8-minute ad reads, or that they\u2019re 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).\n\nTo bask in the decades-long friendship between these two comedy icons, listen to the full episode in the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nInstructions Not Included\nNetwork:\u00a0Crooked Media \/ Monthly Downloads: 50k\nICYDK,\u00a0 there\u2019s a pretty major election next week. We here at The Influencer want to be sure you\u2019re 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.\u00a0Stacey 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\u2019s sitting down with media figures like\u00a0Levar Burton\u00a0and\u00a0Bryan 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\u2019t mind rolling up your sleeves for some DIY, grab your toolkit and click below for more.\nGet The Deal\n\nDrinks are on the House\nNetwork:\u00a0Radio America \/ Monthly Downloads: 30k \/ Current Civility Score: 84, HIGH\nFor those who\u2019ve been buying DR audio for a hot minute, this title is all-too familiar. This long running political podcast is currently housed under the\u00a0Radio America\u00a0banner, still flourishing, even 1000+ episodes in. Hosted by\u00a0Jim Geraghty\u00a0and\u00a0Greg Corombos,\u00a03 Martini Lunch\u00a0covers 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\u2019 strategies for the future of our country. Though the show covers incendiary and often uncomfortable topics of conversation, it\u2019s often classified as highly civil, and it\u2019s 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\u2019d like a piece of the action, just indulge in the link below.\nGet The Deal\n\nIn Case You Missed It\nRogan + Trump = NFL-sized Audience\nDonald Trump\u2019s three-hour interview on\u00a0The Joe Rogan Experience\u00a0has become the show\u2019s 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\u00a0million views on YouTube alone. Add to that the listens on Spotify, Apple Podcasts, and other platforms, and you\u2019ve got an undeniably huge audience. To put it in perspective, an NFL game typically averages around 18 million viewers. If you think podcasting can\u2019t reach mass audiences, think again.\nRead More\nAdsWizz\u2019s New Targeting Solution\nAdsWizz\u00a0has partnered with behavioral intelligence company\u00a0NumberEight\u00a0to 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\u2014untargeted buys often perform better. That said, AdsWizz\u2019s privacy-compliant targeting solution is worth considering. Just keep an eye on the premiums associated with targeting.\nRead More\nVeritonic Seeks to Make Brand Lift Measurement Easier\nVeritonic\u00a0has 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.\u00a0Veritonic\u00a0and\u00a0Signal Hill Insights\u00a0are two leaders in providing brand lift solutions for audio advertisers. CAOs, if you\u2019re 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.\nRead More\n\n#SaveTheLiveReads\n\nNothing Chaotic About Chrissy Chaos and ProLon\nWhen putting together a media plan, it\u2019s 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\u2019s where the magic happens! In this recent #STLR ad for\u00a0ProLon,\u00a0Chrissy Chaos\u00a0podcast host,\u00a0Chris Distefano\u00a0lays out why he loves this brand in a way the uninitiated could never accomplish.\u00a0 Chris talks about his struggles with fasting in the past and shares how ProLon\u2019s\u00a0\u20185 Day Fasting Mimicking Diet\u2019\u00a0is helping him reach his goals without starving himself and feeling hungry all the time. It\u2019s 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,\u00a0 if you\u2019re not doing proper onboarding with your hosts – you\u2019re missing out on the magic.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1375,"title":"Permission to Laugh with Dana Carvey, David Spade, & Jenna Weiss-Berman","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZyKxoa8jQArT0Cvp_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/permission-to-laugh-with-dana-carvey-david-spade-jenna-weiss-berman\/","date":"October 30, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you one of our many favorite chats from Oxford Road\u2019s 2024 CAO Summit: \u201cPermission to Laugh.\u201d\nJenna 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\u2019s World, The Dana Carvey Show) and David Spade (Tommy Boy, Just Shoot Me), fresh off their hit podcasts Fly on the Wall and Superfly.\nWe\u2019re diving into: why stars make podcasts, the power of comedy, and 8-minute ad reads. Let\u2019s jump in.\n\u201cWe took on the stance of being on the side of our sponsors, embracing them and their dreams.\u201d\n\nDana Carvey (Comedy Legend, Co-Host of Fly on the Wall)\n\nWhy Podcasts – Carvey and Spade enjoy massive success in television and film, but podcasts are something extra special. There\u2019s nowhere else you can capture intimate riffing with friends and send it out to billions. This chat nails the pure joy of podcasts\u2013hanging out with your famous, hilarious friends. Plus, as Spade says, \u201cIt’s a niche business with three million podcasts, so it feels like there’s room.\u201d\nWhy Comedy? – Some podcasts solve crimes\u2013others 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\u2026\n8-Minute Ads – What\u2019s more impressive: Fly on the Wall having 8-minute ad reads, or that they\u2019re 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).\n\nTo bask in the decades-long friendship between these two comedy icons, listen to the full episode in the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3977,"title":"The Power of Alignment: How Shared Values Created a Podcast Giant\u2013with Dan Granger, Conor Doyle, and Bryan Barletta","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/10\/Captura-de-pantalla-2025-12-24-145255.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-power-of-alignment-how-shared-values-created-a-podcast-giant-with-dan-granger-conor-doyle-and-bryan-barletta\/","date":"October 24, 2024","description":"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.\nIf you haven\u2019t 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\u2019s CEO & Founder, Dan Granger, will lead both organizations.\nSo 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\u2019s such a big deal.\nThe excitement in the room is palpable as Conor and Dan go from competitors to collaborators. They\u2019re talking value-alignment, industry impact, and how it\u2019ll help CAOs. Let\u2019s dig in.\n“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.” –\u00a0Dan Granger (CEO, Oxford Road & Veritone One)\nValues 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\u2019t just possible, it made all the sense in the world.\nEmpowering Brands with a Collective Voice \u2013 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.\nUnmatched Expertise and Resources \u2013 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.\nStrengthening Industry Partnerships \u2013 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.\nFor a preview of great things to come, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nTheir Terms! Up There! Down Here, It’s Our Terms.\u00a0\nNetwork:\u00a0On Our Terms \/ Monthly Downloads: 16k\nIt\u2019s rare to find a personality who speaks to an entire generation the way Ismatou Bah\u00a0does. Though her podcast,\u00a0On Our Terms, is still in its infancy, completely self-produced and sold, she\u2019s 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 \u201cthe big sister who f***s up so you don\u2019t have to,\u201d 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.\nGet The Deal\n\nIf We Can Hold on Through the Night\nNetwork:\u00a0Headgum \/ Monthly Downloads: 25k\nLamorne Morris\u00a0is riding a wave of earned success: He just won an Emmy for\u00a0Best Supporting Actor in a Limited Series, he\u2019s starring in the new\u00a0Jason Reitman\u00a0film\u00a0Saturday Night, and he hosts\u00a0The Lamorning After, a\u00a0hilarious podcast from\u00a0Headgum. The show proves to be a mix of interview, improv, behind-the-scenes content, and absolute anarchy. Much like his character,\u00a0Winston 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\u2019s joined by friend and fellow comedian\u00a0Kyle Shevrin, to interview guests like\u00a0Josh Peck,\u00a0Raven-Symon\u00e9, and\u00a0Ron 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\u2019s cool, we\u2019ll just be over here, being\u00a0normal.\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s All About Context\nPaul Riismandel\u00a0from\u00a0Signal Hill Insights\u00a0opines that the effectiveness of podcast ads depends heavily on how well the ad\u2019s tone and content align with the podcast itself. This explains the continued preference for host-read ads, but it\u2019s not the only way to achieve that alignment. A recent study from\u00a0IAS\u00a0shows 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\u2019s 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\u2019ve seen it drive better results.\nRead More\nVerification Comes to Spotify Video. Is Audio Next?\nDoubleVerify\u00a0has partnered with\u00a0Spotify\u00a0to enhance video ad quality by measuring invalid traffic (IVT) and viewability on Spotify\u2019s 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\u2019s addition of DV verification for video is a welcome step forward. While the article notes audio is less prone to fraud, it isn\u2019t immune. As digital audio buying becomes more self-serve and programmatic, we\u2019d like to see Spotify and other publishers make verification tools more accessible for audio as well.\nRead More\nPodcasting Wins Over UK Listeners\nNew data from Acast\u00a0and\u00a0Nielsen\u00a0shows 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\u2019s not just because of the shared language. The data shows why the UK is an ideal market to reach audiences beyond the US.\nRead More\n\n#SaveTheLiveReads\n\nMagical Overthinkers Love Zocdoc\nOur #STLR of the week comes from\u00a0Amanda Montell, host of the\u00a0Magical Overthinkers\u00a0podcast. With the main focus of her show detailing thought provoking questions on how overthinking affects our day to day lives, Amanda\u2019s the perfect influencer to elaborate on the effectiveness and\u00a0innovation\u00a0of a company like\u00a0Zocdoc. Her 6 year history as a Zocdoc user makes her the epitome of a trustworthy source. Her breath of fresh air\u00a0delivery\u00a0confidently assures listeners that\u00a0Zocdoc\u00a0is 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nFormation of the World\u2019s Largest Podcast and Audio Agency\nTuesday morning, news of the merger between\u00a0Oxford Road\u00a0and\u00a0Veritone One, under\u00a0Insignia Capital Group\u00a0hit the marketplace and our industry was quick to take notice. Major news outlets like;\u00a0Bloomberg,\u00a0Yahoo, and\u00a0Business Wire\u00a0were quick to report it, as were investor sites like;\u00a0Investing.com,\u00a0Market Wire News, and\u00a0Stock Titan. Not to be outdone, industry publications like\u00a0Sounds Profitable, and\u00a0Podcast News Daily\u00a0chimed in on their publications, some even creating\u00a0LinkedIn\u00a0posts and\u00a0newsletters. Thank you all for being with us on this exciting journey. There\u2019s a lot of work to be done, and we see this as a big step in the right direction for our industry.\nRead More\nWhat Brands Really Want\nLast week, right here in the Influencer, we shared our first-of-its-kind study: \u2018What Brands Want,\u2019 where top podcast advertisers, including\u00a0DraftKings,\u00a0BetterHelp,\u00a0Stamps.com,\u00a0Indeed, and others, shared what they want to see in the industry. You saw it here first, but shortly after publishing,\u00a0MediaPost,\u00a0Inside Radio,\u00a0RadioInk,\u00a0Podcast News Daily,\u00a0Sounds Profitable, and many other trade publications also weighed in with their POV. If you\u2019re still possibly unaware of our report, see what all the buzz is about right\u00a0HERE.\nRead More\nTranscreation, Not Translation\nEarlier 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\u00a0the importance of \u2018transcreation,\u2019 not just \u2018translation.\u2019 When you expand into a new market, it\u2019s 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\u2019re not perceived as another American company trying to grab a yankee-size piece of the international pie.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1381,"title":"From Competitors to Partners: The Story Behind the Industry's Biggest Union\u2013with Dan Granger, Conor Doyle, and Bryan Barletta","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zxr7YoF3NbkBYBCV_WebsiteGraphics-scaled.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/from-competitors-to-partners-the-story-behind-the-industrys-biggest-unionwith-dan-granger-conor-doyle-and-bryan-barletta\/","date":"October 24, 2024","description":"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.\nIf you haven\u2019t 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\u2019s CEO & Founder, Dan Granger, will lead both organizations.\nSo 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\u2019s such a big deal.\nThe excitement in the room is palpable as Conor and Dan go from competitors to collaborators. They\u2019re talking value-alignment, industry impact, and how it\u2019ll help CAOs. Let\u2019s dig in.\n“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.”\n\n\u00a0Dan Granger (CEO, Oxford Road & Veritone One)\n\nValues 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\u2019t just possible, it made all the sense in the world.\nEmpowering Brands with a Collective Voice \u2013 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.\nUnmatched Expertise and Resources \u2013 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.\nStrengthening Industry Partnerships \u2013 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.\nFor a preview of great things to come, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":2183,"title":"The State of Audio Advertising","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/ZtjlkLzzk9ZrXATc_CAO_Background_1.png","image_alt":"","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/soaa\/","date":"October 16, 2024","description":"","landing_redirection":""},{"id":2168,"title":"What Brands Want","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Zu4G8LVsGrYSvpIk_pawel-czerwinski-eybM9n4yrpE-unsplashcopy-2.png","image_alt":"waves","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whatbrandswant\/","date":"October 16, 2024","description":"","landing_redirection":""},{"id":3982,"title":"What Brands Really Want\u2014Podcast\u2019s Top Advertisers Weigh In; Podcasts Moving Behind Paywalls; Another Case For Sonic Branding; Magellan Gets Local","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-24-150605.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-brands-really-want-podcasts-top-advertisers-weigh-in-podcasts-moving-behind-paywalls-another-case-for-sonic-branding-magellan-gets-local\/","date":"October 16, 2024","description":"The Media Roundtable is back! This week we\u2019re doing a deep dive into our new first-of-its-kind study: What Brands Want.\nThe 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.\nDan 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\u2019s insights, where the industry is, and where it needs to go.\nThe team is talking: Podcast Measurement Tools, Brand Safety, AI Voices, and more. Let\u2019s dive in.\n\u201cIf 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.\u201d –\u00a0Rion Swartz (Legendary CAO)\nTool Parity \u2696\ufe0f – CAOs agree: audio measurement tools aren\u2019t great. 83% agreed audio tools are less useful than what they can get in other channels. Neal\u2019s ideal solution? Two MMM models. One for sales and one for awareness. Of course, as they say; \u2018\u2019attribution is a bit like religion: at some point you have to pick something and decide that’s what you’re going to believe in.\u2019\nLean 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.\nAI 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\u2019t worth eroding trust for extra efficiency. \n\nWhether you\u2019re 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 \u2018What Brands Want\u2019 report by clicking HERE, then click the link below to hear the Media Roundtable team break it all down.\nDownload the ‘What Brands Want’ Report\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nBasketball Insider Dunks Another Podcast Deal\nNetwork:\u00a0Vox \/ Monthly Downloads: 250 \/ Current Civility Score: 99, HIGH\nAs we start winding down for the year, looking toward 2025, it\u2019s worth noting that some podcasts recently found new network homes. One such show is\u00a0Small Ball with Kenny Beecham,\u00a0now with\u00a0Vox\u00a0Media.\u00a0Kenny Beecham\u00a0has been synonymous with the NBA and basketball commentary for nearly a decade. He built a gaming commentary empire on\u00a0YouTube 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\u2019s interviewed top athletes like; Grant Williams,\u00a0Shaq, and\u00a0Michael Porter Jr. He\u2019s 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.\nGet The Deal\n\nAmerica\u2019s Government Teacher Is Back at the Blackboard\nNetwork:\u00a0Audacy \/ Monthly Downloads: 175k \/ Current Civility Score: 96, HIGH\nImpressive people exist in droves, but inspirational people are much harder to come by. And then there\u2019s\u00a0Sharon 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 \u2018America\u2019s Government Teacher.\u2019 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\u2019s pet, the knowledge you seek is found in the link below.\nGet The Deal\n\nIn Case You Missed It\nHere Comes the Podcasting Paywall\nThe Economist\u2019s decision to move most of its podcasts behind a paywall led to seven key lessons.\nHere are a few \u2013 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.\nIf more podcast publishers shift toward paywalled, ad-free subscription models, marketers risk losing valuable opportunities to reach target audiences. But there\u2019s a catch\u2014if publishers continue increasing\u00a0ad loads, they may push even more listeners toward these subscription services, similar to what we\u2019ve 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\u00a0ad clutter can hurt performance.\nRead More\nBranding With Your Eyes Closed\nVeritonic‘s new report, \u2018The Audio Advantage: Elevating Brand Experience Through Sound,\u2019 highlights the growing importance of a brand’s sonic identity. The study reveals that 50% of podcast listeners engage more with a brand\u2019s 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\u2019s 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\u00a0Stew Redwine‘s\u00a0Ad Infinitum\u00a0podcast episode\u00a0Branding with your Eyes Closed\u00a0to learn more.\nRead More\nMagellan AI Goes Local\nMagellan AI\u00a0has 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.\nRead More\n\n#SaveTheLiveReads\n\nL-Nutra is No BS!\nThe hit podcast\u00a0Weekly Dose of BS\u00a0from\u00a0The Real Housewives of Dallas\u00a0host\u00a0Stephanie Hollman\u00a0and her BFF\u00a0Trey Stewart\u00a0show off their #STLR style of keepin\u2019 it real. In true\u00a0Bravo\u00a0fashion, the quick witted banter between these hosts keeps their loyal audience\u00a0hanging onto\u00a0every word\u00a0as they\u00a0deliver\u00a0a satisfying\u00a0live read for\u00a0L-Nutra: Prolon! Trey\u2019s humorous and totally relatable desire to \u2018be hotter\u2019 kicks off his\u00a0substantiation\u00a0for a fulfilling (and filling) first time experience with L-Nutra\u2019s\u00a0Prolon, as Stephanie cheerfully chimes in. Trey\u2019s\u00a0personal\u00a0endorsement\u00a0gives an excellent\u00a0demonstration\u00a0for 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\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1389,"title":"What Brands Want: New Report Highlights from 50 CAOs","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zw_cZ4F3NbkBXjXj_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtable-is-back-this-week-were-doing\/","date":"October 16, 2024","description":"The Media Roundtable is back! This week we\u2019re doing a deep dive into our new first-of-its-kind study: What Brands Want.\nThe 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.\u00a0\nDan 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\u2019s insights, where the industry is, and where it needs to go.\nThe team is talking: Podcast Measurement Tools, Brand Safety, AI Voices, and more. Let\u2019s dive in.\n\u201cIf 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.\u201d\n\nRion Swartz (Legendary CAO)\n\nTool Parity \u2696\ufe0f – CAOs agree: audio measurement tools aren\u2019t great. 83% agreed audio tools are less useful than what they can get in other channels. Neal\u2019s ideal solution? Two MMM models. One for sales and one for awareness. Of course, as they say; \u2018\u2019attribution is a bit like religion: at some point you have to pick something and decide that’s what you’re going to believe in.\u2019\nLean 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.\nAI 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\u2019t worth eroding trust for extra efficiency. \n\nWhether you\u2019re 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 \u2018What Brands Want\u2019 report by clicking HERE, then click the link below to hear the Media Roundtable team break it all down.\nDownload the ‘What Brands Want’ Report\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3986,"title":"Podcaster\/Journalist Brian Reed Questions Everything in Pursuit of Journalistic Integrity; Nielsen Changing Radio Measurement; Barney\u2019s Podcast Debut","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/10\/Captura-de-pantalla-2025-12-24-151835.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcaster-journalist-brian-reed-questions-everything-in-pursuit-of-journalistic-integrity-nielsen-changing-radio-measurement-barneys-podcast-debut\/","date":"October 9, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you a hard-hitting story featuring a unique, journalistic perspective on the landscape of audio and media.\nDan 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\u2019s new hit podcast Question Everything, 7 years in the making.\nBack in 2017, Australian journalist\u00a0Gay Alcorn criticized S-Town as being \u201cmorally indefensible\u201d. After brushing off that criticism, Brian Reed did something extremely clever\u2026 he sat down for an in-depth chat with Alcorn in the Question Everything podcast pilot.\nTogether, Dan and Brian discuss: the origins of S-Town and Question Everything, ethics and bias in storytelling, journalistic principles for advertisers, and more. Let\u2019s dive in.\n\u201cThere’s interesting data that’s been coming out suggesting that podcasts and hosts are the most trusted figures in media.\u201d –\u00a0Brian Reed, (Host of Question Everything, S-Town – This American Life)\nIntellectual 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\u2026\nJournalistic Limitations \u270d\ufe0f – Good stories aren\u2019t always good for everyone. Just because a hot-button topic appeals to your audience, doesn\u2019t mean there might not be collateral damage. Choosing which elements to include or omit in your story is a careful balancing act. In Brian\u2019s words, \u201cYou’re always trying to minimize harm while serving the public interest.\u201d\nThe 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.\nFor audio and storytelling insights that will prepare you for the future, check out the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nI Serve at the Pleasure of the President\nNetwork:\u00a0\u00a0Soundrise \/ Monthly Downloads:\u00a0 270k\nWhile\u00a0President Bartlet\u00a0is long gone from the White House \ud83d\ude09, lovers of\u00a0Aaron Sorkin\u2019s The West Wing\u00a0are still rapt to discuss his administration all these years later.\u00a0The West Wing Weekly\u00a0ran 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.\nGet The Deal\n\nI Love You, You Love Me\nNetwork: Connecticut Public Media \/ Monthly Downloads: 300k\nFor 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\u2019s a popular primetime voiceover artist often chosen by\u00a0Oxford Road\u00a0clients for their character ads). For those residing in the next generation, you\u2019re in for a treat.\u00a0Connecticut Public Media\u00a0is distributing and producing a new limited series about everyone\u2019s favorite purple buddy: Barney the Dinosaur.\u00a0Barney & Friends\u00a0made 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\u00a0Bob Singleton, collectively try to explain and revel in the joy of Barney\u2019s young faithful and loyal fans. The show will be hosted by\u00a0Sabrina Herrera, well-established journalist and improv comedienne, who will also provide PE for all of her ad reads. Clever girl, you\u2019ve discovered the end of the classifieds, and hopefully the purple-people-pleasing link below.\nGet The Deal\n\nIn Case You Missed It\nSpotify is Embracing Video Podcasts; Should You?\nSpotify’s 2024 Fan Study\u00a0shows 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\u2019s \u201cpodcast fan study\u201d 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\u2014the current go-to for video podcasts\u2014will be a major challenge.\nRead More\nRadio Measurement Changing in 2025\nNielsen\u00a0plans to enhance its\u00a0Portable People Meter (PPM)\u00a0system 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\u00a0no\u2014it\u2019s a change in measurement methodology, not the audience. This adjustment could lead publishers to be more bullish about pricing\u2014or 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.\nRead More\nPodcast Inspired Toys – Just in Time for the Holidays\nWondery\u00a0has launched a new line of toys inspired by the popular kids’ podcast\u00a0Wow 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\u00a0Thames & Kosmos\u00a0and\u00a0Goliath, allow kids to listen to companion audio from podcast hosts\u00a0Guy Raz and Mindy Thomas\u00a0while they play. You can shop the entire line now on the brand-new\u00a0Wondery Kids Amazon storefront\u00a0and 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.\nRead More\n\n#SaveTheLiveReads\n\nCircling Back With My Boots On\nStraight out of Austin, reppin\u2019 the best boots in the Lone Star State and well beyond, is this week\u2019s #STLR featuring a BIG \u201chowdy y\u2019all\u201d for\u00a0Tecovas! Best friends and\u00a0Circling Back\u00a0hosts\u00a0Dillon Cheverere,\u00a0Dave Ruff, and\u00a0Will deFries\u00a0deliver\u00a0a boot scootin\u2019 live read for their longtime favorite cowboy boot company,\u00a0Tecovas. The trio\u2019s\u00a0history\u00a0as\u00a0Tecovas-wearin\u2019 enthusiasts exhibits a trust listeners can rely on, as they reminisce about a memorable in-store video promotion experience last year. Their\u00a0substantiation\u00a0hooks listeners into an audio\/visual imagery deep dive of their\u00a0recommendation\u00a0for\u00a0Tecovas. With this in mind, it\u2019s safe to say the boys of\u00a0Circling Back\u00a0have aced the\u00a0Oxford Road\u00a0values of\u00a0History:\u00a0Anticipate the future by understanding the past,\u00a0and\u00a0Influence:\u00a0the success of our work is measured by the actions that follow. Thanks to mindful research by our\u00a0Oxford Road\u00a0media team,\u00a0 this pairing of podcast and brand exemplifies how to improve\u00a0scale\u00a0and assure a long and prosperous partnership.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1383,"title":"Questioning Everything with Journalist Brian Reed (S-Town, This American Life)","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZwchGIF3NbkBXIAh_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/questioning-everything-with-journalist-brian-reed-s-town-this-american-life\/","date":"October 9, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you a hard-hitting story featuring a unique, journalistic perspective on the landscape of audio and media.\nDan 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\u2019s new hit podcast Question Everything, 7 years in the making.\nBack in 2017, Australian journalist\u00a0Gay Alcorn criticized S-Town as being \u201cmorally indefensible\u201d. After brushing off that criticism, Brian Reed did something extremely clever\u2026 he sat down for an in-depth chat with Alcorn in the Question Everything podcast pilot.\nTogether, Dan and Brian discuss: the origins of S-Town and Question Everything, ethics and bias in storytelling, journalistic principles for advertisers, and more. Let\u2019s dive in.\n\u201cThere’s interesting data that’s been coming out suggesting that podcasts and hosts are the most trusted figures in media.\u201d\n\nBrian Reed, (Host of Question Everything, S-Town – This American Life)\n\nIntellectual 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\u2026\nJournalistic Limitations \u270d\ufe0f – Good stories aren\u2019t always good for everyone. Just because a hot-button topic appeals to your audience, doesn\u2019t mean there might not be collateral damage. Choosing which elements to include or omit in your story is a careful balancing act. In Brian\u2019s words, \u201cYou’re always trying to minimize harm while serving the public interest.\u201d\u00a0\nThe 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.\nFor audio and storytelling insights that will prepare you for the future, check out the full episode below.\u00a0\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3990,"title":"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.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-24-152859.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/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\/","date":"October 2, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you one of our favorite panels from the CAO Summit, recorded live at Spotify\u2019s Pod City Campus. There\u2019s no bigger performance lever than our topic\u2013message optimization.\nStew Redwine (VP Creative Services, Oxford Road) hosts all-star CAOs Brynn Greenelsh (Marketing Manager, Auctane\u2013Stamps.com & ShipStation) Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass), Emily Deason, (Senior Manager, Offline Marketing, Babbel), and Cassandra LaPrairie (Performance Marketing Lead, Audio, Wise).\nThis all-star lineup is talking: testing the right thing, trusting hosts, cross-pollination, and more.\n\n\u201cTake big swings.\u201d – Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass)\nThe 2 Cs of Testing – To make sure your A\/B tests help performance, remember Cassandra\u2019s 2 Cs: \u201cDo 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?\u201d\nTrust 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: \u201cWho are we to say, \u2018you have to say it this way\u2019\u2026 if that’s the way we’re going to be, then we shouldn’t be in the podcast advertising space.\u201d\nTake the Best from Other Channels – Audio doesn\u2019t 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\u2019t have that person internally, drop Stew a line.\n\nWant to upgrade your messaging approach? Check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nYou Are What You Eat\nNetwork: The Roost Network \/ Monthly Downloads: 100k \/ Current Civility Score: 71, MEDIUM\nBreak out your boomsticks\u00a0and welcome the ghosts: It\u2019s spooky season here in the Influencer Classifieds. Yes siree, October has arrived once more and that means podcast listeners\u2019 ears have become finely attuned to the whims and wails of horror. Our first classified comes from\u00a0Chelsea Rebecca\u00a0and YouTuber\u00a0James 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\u00a0Letterboxd 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.\u00a0Dead 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.\nGet The Deal\n\nDem Bones, Dem Bones Gonna Walk Around\nNetwork:\u00a0Bloody FM \/ Monthly Downloads: 55k \/ Current Civility Score: 97, HIGH\nThe 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\u2019t 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\u00a0Haunted Chris\u00a0spends 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.\nGet The Deal\n\nIn Case You Missed It\nThe Importance of Earning Attention\nIn a Q&A conducted by Steve Goldstein, Founder\/CEO of\u00a0Amplifi Media\u00a0with\u00a0Steve Pratt, Co-Founder of Pacific Content and now of Department of Differentiation, the importance of standing out in today\u2019s competitive content landscape was discussed. Pratt, author of the new book,\u00a0Earn 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\u2019s equally relevant to marketers. Key takeaway: It\u2019s not just about grabbing attention\u2014it\u2019s about creating content that earns and holds consumer attention, which should be the ultimate goal\nRead More\nAcast\u2019s Case to Go Global\nAcast\u2019s 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\u2019s continued growth, with opportunities for brands to reach engaged audiences through ads, social media, and live events.\nRead More\nThe End of the Road for Chartable\nLast Friday, Spotify announced they\u2019re sunsetting\u00a0Chartable, ostensibly to consolidate all measurement tools and first-party insights, so podcasters can make more informed decisions. Chartable\u2019s features will be integrated into Spotify\u2019s\u00a0Megaphone\u00a0platform 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\u00a0sharing 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\u2019re looking for alternatives, there are a number of them, including\u00a0Podtrac,\u00a0Podchaser,\u00a0Spotify podcast charts,\u00a0Apple podcast charts\u2026\nRead More\n\n#SaveTheLiveReads\n\nThere\u2019s Always Room for JLo (Beauty)\nThis week\u2019s #STLR spotlight is on\u00a0Sarah Galli, host of\u00a0Andy\u2019s Girls: A Real Housewives Podcast, as she indulges in luxurious, age defying science with\u00a0Oxford Road\u00a0client,\u00a0JLo Beauty. Sarah\u00a0delivers\u00a0an enticingly satisfying ad read with a soothing tone that makes listeners feel like they\u2019ve just received a spa treatment for their ears. Galli also humbly shares her personal interactions with\u00a0Jennifer Lopez, reaffirming that JLo\u2019s skin is truly as glowing and age defiant as it appears on the big screen. Sarah\u00a0substantiates\u00a0her experience further by talking about\u00a0THAT 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\u00a0JLo Beauty, auditory aesthetics matter too, making this live read almost as enjoyable as using the product itself.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHans Gruber\u2019s Got Nothing on Stew Redwine\nLast week,\u00a0Stew Redwine\u00a0(VP Creative Services,\u00a0Oxford Road), took the plunge to help fight homelessness in Los Angeles.\u00a0The Union Rescue Mission\u00a0has been fighting to end homelessness in LA for 133 years, and last week\u2019s \u201cOver the Edge\u201d 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 \u201888, Stew and the rest of the team made it to the bottom unscathed. To learn more about URM\u2019s mission and to help, check them out\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":1384,"title":"Make Creative Your Unfair Advantage - Secrets from the CAO Summit","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zv2T97VsGrYSwUCJ_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/make-creative-your-unfair-advantage-secrets-from-the-cao-summit\/","date":"October 2, 2024","description":"The Media Roundtable is back! This week we\u2019re bringing you one of our favorite panels from the CAO Summit, recorded live at Spotify\u2019s Pod City Campus. There\u2019s no bigger performance lever than our topic\u2013message optimization.\nStew Redwine (VP Creative Services, Oxford Road) hosts all-star CAOs Brynn Greenelsh (Marketing Manager, Auctane\u2013Stamps.com & ShipStation) Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass), Emily Deason, (Senior Manager, Offline Marketing, Babbel), and Cassandra LaPrairie (Performance Marketing Lead, Audio, Wise).\nThis all-star lineup is talking: testing the right thing, trusting hosts, cross-pollination, and more.\n\n\u201cTake big swings.\u201d\nRobbie Giles (VP, Performance & Lifecycle Marketing, MasterClass)\n\nThe 2 Cs of Testing – To make sure your A\/B tests help performance, remember Cassandra\u2019s 2 Cs: \u201cDo 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?\u201d\nTrust 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: \u201cWho are we to say, \u2018you have to say it this way\u2019\u2026 if that’s the way we’re going to be, then we shouldn’t be in the podcast advertising space.\u201d\nTake the Best from Other Channels – Audio doesn\u2019t 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\u2019t have that person internally, drop Stew a line.\n\nWant to upgrade your messaging approach? Check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3995,"title":"Top Marketers Discuss Audio\u2019s Role in Their Marketing Mix; YouTube Channels You Should Be Testing; Why Avoiding Political Podcasts is NOT the Way","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-27-102634.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/top-marketers-discuss-audios-role-in-their-marketing-mix-youtube-channels-you-should-be-testing-why-avoiding-political-podcasts-is-not-the-way\/","date":"September 25, 2024","description":"The Media Roundtable is back! This week we\u2019re featuring one of the most insightful talks from the CAO Summit\u2013Audio\u2019s Role in the Marketing Mix.\nJames 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).\nThey\u2019re talking: Audio Allies, Budget Splits, Podcast\u2019s Blurring Lines, and more. Let\u2019s dig into it.\n\u201cWhen you can find the right partnership with a host,\u00a0 it can truly transform your business.\u201d –\u00a0Steve Blackford (Head of LifeLock Customer Acquisition, Gen)\nInternal 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\u2019ll show you where to look to strengthen your audio village.\nBudgets Splits: Testing & Performance \u2696\ufe0f – Our CAOs agree\u2013you shouldn\u2019t penalize what\u2019s 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\u2019s a healthy mix of exploring new wins while exploiting previous ones.\nPodcast\u2019s blurring lines – Currently, podcasts are audio-first, video-first, influencer, and programmatic\u2026 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.\nJames Ingrassia and the super-star panelists are overflowing with key CAO tips you won\u2019t get anywhere else. To hear them all, tune into the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nBright Lights, Big Internet City\nNetwork:\u00a0NanoZebra Corp \/ Monthly Downloads: 650k\nThe Commentary genre is a natural convergence of drama channels and video essays, two formerly disjointed spheres of YouTube. This week we\u2019re bringing you two high performing channels in this genre, that demystify complex topics for a chronically online audience. Oompaville\u00a0has 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\u2019s been able to maintain his audience, and collaborates well with many DR brands, thanks to his consistent publishing schedule. If you\u2019re looking to test into this media type, with a younger demo, and you\u2019d like to work with an established channel and network, this is a perfect choice for Q4 and beyond. Don\u2019t get lost in this ville\u2019s urban maze, go straight down to the link below.\nGet The Deal\n\nLet\u2019s All Go to the Lobby\nNetwork:\u00a0Etc. \/ Monthly Downloads: 200k\nThe topic of media literacy has been circulating in recent years due to various instances of collective willful ignorance.\u00a0Cinema Therapy\u00a0is 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,\u00a0Cinema Therapy\u00a0speaks 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.\nGet The Deal\n\nIn Case You Missed It\nSpoken Word Audio Continues to Grow\nEdison Research\u2019s most recent Share of Ear\u00ae 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\u2019s no doubt that spoken word audio is on the rise, with podcast adoption a major factor driving this trend. However, it\u2019s 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.\nRead More\nWhy Trump & Harris are Leaning into Podcast\nIn 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\u00a0survey 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\u00a0HERE). If you\u2019re a marketer avoiding political content, you\u2019re missing out on a significant and highly engaged audience. Case in point;\u00a0Digiday posted an article\u00a0on the trend of brands avoiding political content altogether\u2013especially during\u00a0this\u00a0election cycle, due to brand safety concerns. This trend prompted a\u00a0LinkedIn post\u00a0from\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road), reminding brands that it\u00a0is\u00a0possible to maintain brand safety while engaging in political content. To learn more about how we\u2019re protecting brands in this political climate, email us\u00a0HERE.\nRead More\nAudio\u2019s Connection with Hispanic Audiences\nHispanic 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\u2019s 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,\u00a0Feid,\u00a0Grupo Frontera, and\u00a0Karol G\u00a0are driving these trends. Why should CAOs pay attention to this? According to\u00a0MRI-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.\nRead More\n\n#SaveTheLiveReads\n\n@Betches Chit Chat On All Things HelloBello\nThe \u201cOG Betches friend group chat\u201d, aka\u00a0@Betches\u00a0podcast, tops the #STLR charts this week with their\u00a0HelloBello\u00a0chit chat! Kicking off with ear-catching\u00a0substantiation, the host raves about \u201cdiaper delivery angel\u201d 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\u00a0HelloBello\u2019s life saving\u00a0attributes\u00a0of having diapers delivered right to your door. Not only is the practicality well\u00a0demonstrated, but the host with the most makes sure she includes her excitement about the cute designs\u00a0HelloBello\u00a0offers too! This live read is\u00a0concise, yet maximizes every second with the positive energy of a satisfied customer and new mom!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1385,"title":"Audio\u2019s Role in the Marketing Mix - Live from the CAO Summit","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZvSm5bVsGrYSwA0__WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audios-role-in-the-marketing-mix-live-from-the-cao-summit\/","date":"September 25, 2024","description":"The Media Roundtable is back! This week we\u2019re featuring one of the most insightful talks from the CAO Summit\u2013Audio\u2019s Role in the Marketing Mix.\nJames 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).\nThey\u2019re talking: Audio Allies, Budget Splits, Podcast\u2019s Blurring Lines, and more. Let\u2019s dig into it.\n\u201cWhen you can find the right partnership with a host,\u00a0 it can truly transform your business.\u201d\n\nSteve Blackford (Head of LifeLock Customer Acquisition, Gen)\n\nInternal 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\u2019ll show you where to look to strengthen your audio village.\nBudgets Splits: Testing & Performance \u2696\ufe0f – Our CAOs agree\u2013you shouldn\u2019t penalize what\u2019s 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\u2019s a healthy mix of exploring new wins while exploiting previous ones.\nPodcast\u2019s blurring lines – Currently, podcasts are audio-first, video-first, influencer, and programmatic\u2026 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.\n\nJames Ingrassia and the super-star panelists are overflowing with key CAO tips you won\u2019t get anywhere else. To hear them all, tune into the full episode below.\n\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":3999,"title":"Ad Infinitum Explores the Future of Audio Production; Podcasts Tackling Journalistic Integrity; 20 Years of \"Podcast\"; Consumers vs Advertisers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-29-190824.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-explores-the-future-of-audio-production\/","date":"September 18, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 9 – “Simulacrum Ex Machina.”\nNewly-dubbed Audio GOAT Stew Redwine (VP, Creative Services, Oxford Road) welcomes Oskar Serrander (Co-Founder\/CEO, Wondercraft) fresh from the launch of Wondercraft.\nJoin Stew and Oskar as they talk Wondercraft’s origins, how to think in audio, and the most important audio factor: Ryan Reynolds.\nPlus\u2013breaking down ~$20M in audio ads from BetterHelp, Toyota, Whole Foods, and Mint Mobile (Guess which one\u2019s the best\/hint: Ryan Reynolds ).\n\u201cI just think audio deserves a little bit better.\u201d –\u00a0Oskar Serrander (Co-Founder\/CEO, Wondercraft)\n\nCanva for Audio- Brands: you now have no excuses for making audio an afterthought. Wondercraft aims to be Canva for Audio\u2013easy-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.\nRemix Duds – Light Their Fire- CAOs, if you want to up your creative game, here\u2019s 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\u2019ll absolutely learn something about what makes the ads work.\nThink Audio Earlier- Audio isn\u2019t 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\u2019s less work than you think and tons more fun.\n\nReady to play around in audio\u2019s new sandbox? Catch the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nJournalists Grade Their Report Cards\nNetwork:\u00a0Soundrise\u00a0\/ Monthly Downloads: 750k \/\u00a0Current Civility Score: PENDING\nJournalistic 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\u2019re definitely not recording those conversations. Controversial\u00a0\u00a0S-Town\u00a0host\u00a0Brian Reed\u00a0is back with\u00a0KCRW\u00a0and\u00a0Soundrise\u00a0to 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\u2019s sights, it\u2019s all about journalism as a whole, and its role in a healthy society. If you\u2019re 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\u2019s your A\u2019s can be found at the link below.\nGet The Deal\n \n\nTech Journalists Geek Out\nNetwork: Big Little Media\u00a0\u00a0\/ Monthly Downloads: 25k \/\u00a0Current Civility Score: PENDING\nWhat sets this journalist hosted podcast apart from our previous classified, is its origin and overall intent.\u00a0404 Media\u00a0is a 1 year old digital investigative reporting site focussing on technology\u2019s overall influence in today\u2019s 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.\u00a0 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\u00a0Oxford Road. Hack the mainframe yourself by launching the link below.\nGet The Deal\n\nIn Case You Missed It\n\u201cPodcast\u201d Turns 20\nJames Cridland\u00a0takes us down memory lane with a history lesson on the term \u201cpodcast.\u201d Most people know (or at least we think they do) that\u00a0Adam Curry\u00a0played a key role in creating what we nowadays call podcasting\u2014he is the Podfather, after all. But the credit for coining the term goes to someone else,\u00a0Dannie 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!\nRead More\nGetting a Slice of the Influencer Pie\nAccording to Digiday, podcast networks are shifting focus to tap into influencer marketing budgets. Companies like\u00a0iHeart Media\u00a0and\u00a0Acast\u00a0are 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\u2019s a no-brainer. However, do podcasts need to be reclassified as influencer marketing? Again, no\u2014it\u2019s just the channel\u2019s evolution. And one last thing: publishers hurt themselves by prioritizing automation over live, host-read ads. (#savethelivereads,\u00a0#oxfordclock)\nRead More\nThe Consumer vs Advertiser Disconnect\nA study by iHeartMedia\u00a0and\u00a0Pushkin Industries\u00a0reveals 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\u00a0David Ogilvy\u2019s famous quote: \u201cThe trouble with market research is that people don\u2019t think what they feel, they don\u2019t say what they think, and they don\u2019t do what they say.\u201d Just sayin\u2019.\nRead More\n\n#SaveTheLiveReads\n\nI Will Teach You\u2026 With MasterClass!\nRamit Sethi\u2019s podcast\u00a0I Will Teach You To Be Rich\u00a0is all about asking the right questions that lead to a more prosperous future, and that\u2019s why\u00a0MasterClass\u00a0is a perfect sponsor for this show! With a mission statement based on helping people, Ramit has an established track record of changing lives. He\u00a0substantiates\u00a0his read elaborating on several different\u00a0MasterClass\u00a0courses with enthusiasm and detailed\u00a0customization, expanding well beyond the ad copy. Among the greatest assets of a\u00a0recommendation\u00a0like this, are the real world changes that can emerge\u2014where the Ramit Sethi\u2019s of the world point listeners in the right direction toward accomplishing their dreams, goals, and aspirations!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1387,"title":"Ad Infinitum: S2E09 - Simulacrum Ex Machina with Oskar Serrander","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZvH-1LVsGrYSvyPl_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e09-simulacrum-ex-machina-with-oskar-serrander\/","date":"September 18, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 9 – “Simulacrum Ex Machina.”\nNewly-dubbed Audio GOAT Stew Redwine (VP, Creative Services, Oxford Road) welcomes Oskar Serrander (Co-Founder\/CEO, Wondercraft) fresh from the launch of Wondercraft.\nJoin Stew and Oskar as they talk Wondercraft’s origins, how to think in audio, and the most important audio factor: Ryan Reynolds.\nPlus\u2013breaking down ~$20M in audio ads from BetterHelp, Toyota, Whole Foods, and Mint Mobile (Guess which one\u2019s the best\/hint: Ryan Reynolds ).\n\n\u201cI just think audio deserves a little bit better.\u201d\n\nOskar Serrander (Co-Founder\/CEO, Wondercraft)\u00a0\n\n\nCanva for Audio – Brands: you now have no excuses for making audio an afterthought. Wondercraft aims to be Canva for Audio\u2013easy-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.\nRemix Duds – Light Their Fire – CAOs, if you want to up your creative game, here\u2019s 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\u2019ll absolutely learn something about what makes the ads work.\nThink Audio Earlier – Audio isn\u2019t 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\u2019s less work than you think and tons more fun.\n\nReady to play around in audio\u2019s new sandbox? Catch the full episode below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4013,"title":"McDonald's Exec Joins Ad Infinitum to Talk Shop with Oxford Road\u2019s Stew Redwine - We\u2019re Lovin\u2019 It; HHM Kicks off with Home Grown Pods You Should Know","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-29-200652.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mcdonalds-exec-joins-ad-infinitum-to-talk-shop-with-oxford-roads-stew-redwine-were-lovin-it-hhm-kicks-off-with-home-grown-pods-you-should-know\/","date":"September 12, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 8 – “Sonic Truths.”\nFearless 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\u2019s. The Golden Arches are an audio advertising giant, (celebrated extensively in Ad Infinitum S1E07 \u2018It\u2019s all in the Execution\u2019) and we\u2019re mining insights from Mickey D\u2019s 20+ year \u201cI\u2019m Lovin\u2019 It\u201d journey.\nJoin Stew and JJ as they explore; sharing the pen, fan truths, and being flawesome. Let\u2019s indulge:\n\u201cWe no longer ask, when we have ideas presented, \u2018will it work?\u2019 We ask if it’s true. Because if we know it’s true, we know we’re onto something.\u201d –\u00a0JJ Healan (Vice President, U.S. Marketing, Brand Content and Engagement, McDonald’s)\nEmbrace your Flawesomeness – Things don\u2019t 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\u2019t mean you\u2019re iconic. Quite the opposite. Get comfortable being Flawesome.\nFan Truths – McDonald\u2019s 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; \u201cThe famous orders platform came from this fan truth; No matter how big or famous you are, everyone has a McDonald\u2019s order.\u201d CAOs, your fans have truths too\u2013you just have to ask about them to capture insights.\nSharing the Pen \ufe0f – 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\u2019ll still know it\u2019s McDonald\u2019s, even with your eyes closed. Ba da ba ba ba.\nHungry for more? Taste the whole conversation by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nPodcast Classifieds for Dummies\nNetwork:\u00a0Southern California Public Radio\u00a0\/ Monthly Downloads: 20k \/\u00a0Current Civility Score: 98, HIGH\nNext week kicks off Hispanic Heritage Month (9\/15-10\/15), and we\u2019re celebrating in the classifieds with two amazing selections. Our first is a homegrown public radio offering called\u00a0How to LA. Host Brian De Los Santos\u00a0is the show\u2019s 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\u2019 tenure, he\u2019s 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\u2019re looking for brand safe testing options that align with LA\u2019s local eccentricities, this offering proves to be a high performing volume driver. No podcast buying guide needed, simply click below for more.\nGet The Deal\n\nThe No-Walk and Talk\nNetwork:\u00a0Trival Media\u00a0\/ Monthly Downloads: 230k \/\u00a0Current Civility Score: 76, MEDIUM\nOur second classified,\u00a0LA PLATICA, is a consistent chart topper in the podcast comedy genre, experiencing significant growth both in the US and globally. Hosts\u00a0Sebastian Robles\u00a0and\u00a0Josh Leyva\u00a0are 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.\u00a0LA PLATICA\u00a0fans 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.\u00a0Perseguir la Chuleta\u00a0via the link below.\nGet The Deal\n\nIn Case You Missed It\nIncreased Spend in Podcasting and Digital Audio\nThe Interactive Advertising Bureau (IAB)\u00a0has 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\u2019s 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\u00a0State of Audio Advertising report\u00a0to learn strategies to adapt to current marketplace conditions. Hint, it’s in the \u2018Transformation Tactics\u2019 section.\nRead More\nThe Outsized Influence of Podcast Creators\nPodcasting in the Creator Economy: A Long-Term Opportunity, a new analysis from the\u00a0IAB\u00a0focuses 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\u2014podcast hosts have an outsized impact on their audience. Marketers, podcasting is a surefire way to supercharge your influencer efforts.\u00a0Oxford Road\u00a0is here to help you navigate the space.\nRead More\nLowdown on Branded Podcasts\nCoHost\u00a0and\u00a0Sounds Profitable\u00a0have released a report; “The Impact of Branded Podcasts“,\u00a0which 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.\nRead More\n\n#SaveTheLiveReads\n\nTrending With Clarins\nEveryone has an opinion on the perfect outfit, BUT\u00a0Every Outfit\u00a0hosts\u00a0Chelsea Fairless\u00a0and\u00a0Lauren Garroni\u00a0discover liquid gold with the\u00a0substantiation\u00a0and\u00a0delivery\u00a0of this\u00a0Clarins\u00a0ad!\u00a0Every Outfit\u00a0listeners tune in faithfully to hear their favorite fashionistas\u2019 unabridged discussions blending fashion, pop culture, and of course, predictions on what\u2019s trending next. In this recent ad, the show host describes\u00a0Clarins\u00a0new\u00a0double serum\u00a0as the \u201choly grail\u201d for your anti-aging routine. Detailing the success and loads of compliments received after using\u00a0Clarins\u00a0for just one week, it would be hard not to add some \u201cliquid gold\u201d into your shopping cart to put their recommendation to the test. Trends may evolve with the next best thing, but there\u2019s no doubt that brand partnerships brought to you by these gossip girls of the week, will NOT go out of style any time soon.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nThe State of Audio\nLast week, we shared our report on the\u00a0State of Audio Advertising, where an elite team of Roadies (that\u2019s what we call ourselves over here at\u00a0Oxford Road) presented a first-of-its-kind report to help CAOs understand where audio has been, where we are now, and where we\u2019re going. This week, the good folks at\u00a0Podnews\u00a0and\u00a0Sounds Profitable, (more on them below) picked up our story, including it in their podcast news section of impactful things advertisers should know. For CAOs,\u00a0Podnews\u00a0is a go-to resource for all things podcast. You can subscribe to their newsletter\u00a0here. While you\u2019re at it, download our\u00a0State of Audio Advertising before it gets locked away in the Oxford Archives Vault forever.\nRead More\nSounds Profitable – 4 Years Strong\nRegular readers of the Influencer, especially those who listen to our\u00a0Media Roundtable\u00a0podcast, know of\u00a0Bryan Barletta\u00a0and his impressive newsletter & podcast,\u00a0Sounds Profitable\u00a0(another highly recommended resource for CAOs). This week,\u00a0Sounds Profitable\u00a0celebrates their 4th anniversary. In his recap of the journey, Barletta mentions his collaboration with\u00a0Oxford Road\u00a0and\u00a0Podscribe\u00a0on our recent\u00a0\u00a0PodLoad\u00a0report. Thank you for the shout out Bryan, and congratulations to the entire team at\u00a0Sounds Profitable\u00a0for a great 4 years of charting the course toward the future of the audio industry!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1388,"title":"Ad Infinitum: S2E08 - Sonic Truths with JJ Healan","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZuMvf7VsGrYSvUAW_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e08-sonic-truths-with-jj-healan\/","date":"September 12, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 8 – “Sonic Truths.”\nFearless 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\u2019s. The Golden Arches are an audio advertising giant, (celebrated extensively in Ad Infinitum S1E07 \u2018It\u2019s all in the Execution\u2019) and we\u2019re mining insights from Mickey D\u2019s 20+ year \u201cI\u2019m Lovin\u2019 It\u201d journey.\nJoin Stew and JJ as they explore; sharing the pen, fan truths, and being flawesome. Let\u2019s indulge:\n\u201cWe no longer ask, when we have ideas presented, \u2018will it work?\u2019 We ask if it’s true. Because if we know it’s true, we know we’re onto something.\u201d\n\nJJ Healan (Vice President, U.S. Marketing, Brand Content and Engagement, McDonald’s)\u00a0\n\nEmbrace your Flawesomeness – Things don\u2019t 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\u2019t mean you\u2019re iconic. Quite the opposite. Get comfortable being Flawesome.\nFan Truths – McDonald\u2019s 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; \u201cThe famous orders platform came from this fan truth; No matter how big or famous you are, everyone has a McDonald\u2019s order.\u201d CAOs, your fans have truths too\u2013you just have to ask about them to capture insights.\nSharing the Pen \ufe0f – 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\u2019ll still know it\u2019s McDonald\u2019s, even with your eyes closed. Ba da ba ba ba.\n\nHungry for more? Taste the whole conversation by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4018,"title":"From the CAO Summit\u2013The State of Audio Advertising Report; Finally, Accurate Podcast Reach Measurement? The Biggest Podcast Episode Ever Isn\u2019t Rogan","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/09\/Captura-de-pantalla-2025-12-29-201644.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/from-the-cao-summit-the-state-of-audio-advertising-report-finally-accurate-podcast-reach-measurement-the-biggest-podcast-episode-ever-isnt-rogan\/","date":"September 5, 2024","description":"The Media Roundtable is back! This week, we\u2019re bringing you a key report from our CAO Summit: The State of Audio Advertising.\nDan Granger (CEO & Founder, Oxford Road) took the stage at Spotify\u2019s 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\u2019ve been, where we are, and where we\u2019re going.\nThe team covers: Automation\u2013Our Frenemy, Going Global, Sufficient Brand Safety & Suitability, Transformational Tactics, and so much more. Let\u2019s dig in.\n\u201cWhat is the state of audio advertising? It’s under construction.\u201d –\u00a0Dan Granger (CEO & Founder of Oxford Road)\nAutomation: 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\u2013it\u2019s the not-so-secret sauce of podcast advertising.\nGoing 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.\nTransformation Tactics – 2024 is still the age of efficiency, so your campaigns have to work hard. Our quick tips: Longer ads work better (If you\u2019re running shorter ads, make sure they\u2019re 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.\nCivility Suffices – Brand safety and suitability matters… While there are no perfect options in a complex world, with the right tools, it\u2019s not an either\/or proposition. For a good litmus test (with fewer false positives than the now-defunct GARM framework) check out Seekr\u2019s 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.\nTo 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.\nWatch Here\nDownload the State of Audio Advertising Report\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nSmart People Pod = Smart Media Buy\nNetwork:\u00a0Smart People Podcast LLC\u00a0\/ Monthly Downloads: 11k \/\u00a0Current Civility Score: 98, HIGH\nThis 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\u00a0Chris 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.\nGet The Deal\n\nPodcast\u2019s Success Not Lost in Translation\nNetwork:\u00a0The Podglomerate LLC\u00a0\/ Monthly Downloads: 4M\u00a0\/\u00a0Current Civility Score: 98, HIGH\nPerk up those ears, because we have a surefire top performer for you. Boasting a 20M download history and top-tier credentials, hosts\u00a0Lindsay McMahon\u00a0and\u00a0Michelle Kaplan\u00a0are two language instructors on a mission to help others perfect their American English and become fluent in no time. Their brand of \u201cconnection not perfection\u201d 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.\nGet The Deal\n\nIn Case You Missed It\n2024 Podcast Landscape Sounds Very Profitable\nSounds Profitable’s\u00a0The Podcast Landscape\u00a0study 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\u2019s\u00a0Media Roundtable\u00a0episode\u00a0to 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\u00a0Tom Webster, the team at\u00a0Sounds Profitable, and their research partner,\u00a0Signal Hill Insights.\nRead More\nAccurate Reach Measurement for Podcast Campaigns?\nMagellan AI has launched \u201cReach Lift\u201d, a podcast measurement product that provides advertisers with insights into reach-related campaign performance. Developed in collaboration with\u00a0Wondery, 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\u2019re encouraged to see Magellan AI (and others) working to solve this issue and provide reliable reach and frequency estimates for podcast campaigns.\nRead More\nPodcasting Strikes Oil\nSaudi Arabia is experiencing a podcast boom, with a 3-hour episode of the Arabic podcast\u00a0Finjan\u00a0breaking 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\u2019s time to start learning Arabic.\nRead More\n\n#SaveTheLiveReads\n\nPure Hustle Has Finally Found, FOUND!\nThis week, we have an exciting NEW addition to the yet-to-be-a-real thing,\u00a0Live Read Hall of Fame\u00a0with a recent ad for one of our newest clients,\u00a0FOUND! Mike and Orlando, hosts of the\u00a0Pure Hustle\u00a0Podcast, are the go-to experts on all things entrepreneurship, so when they share their personal stories as multi-business owners, it\u2019s well\u00a0substantiated. The two deliver an excellent\u00a0setup, 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\u2026FOUND! There\u2019s no gimmick or hard selling, the reviews and quality personal experience speak for itself. If you\u2019re a CAO in the B2B space, you may have\u00a0Found\u00a0your next podcast test.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1386,"title":"The State of Audio Advertising Report: Insights and Trends from the CAO Summit","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Ztn0w7zzk9ZrXEFn_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-audio-advertising-report-insights-and-trends-from-the-cao-summit\/","date":"September 5, 2024","description":"The Media Roundtable is back! This week, we\u2019re bringing you a key report from our CAO Summit: The State of Audio Advertising.\u00a0\nDan Granger (CEO & Founder, Oxford Road) took the stage at Spotify\u2019s 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\u2019ve been, where we are, and where we\u2019re going.\nThe team covers: Automation\u2013Our Frenemy, Going Global, Sufficient Brand Safety & Suitability, Transformational Tactics, and so much more. Let\u2019s dig in.\n\u201cWhat is the state of audio advertising? It’s under construction.\u201d\n\nDan Granger (CEO & Founder of Oxford Road)\n\nAutomation: 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\u2013it\u2019s the not-so-secret sauce of podcast advertising.\nGoing 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.\u00a0\nTransformation Tactics – 2024 is still the age of efficiency, so your campaigns have to work hard. Our quick tips: Longer ads work better (If you\u2019re running shorter ads, make sure they\u2019re 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.\nCivility Suffices – Brand safety and suitability matters… While there are no perfect options in a complex world, with the right tools, it\u2019s not an either\/or proposition. For a good litmus test (with fewer false positives than the now-defunct GARM framework) check out Seekr\u2019s 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.\nTo 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.\nWatch Here\nDownload the State of Audio Advertising Report\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4022,"title":"Everything You Missed at Last Week\u2019s Podcast Movement; WSJ Discusses Oxford Road & Podscribe\u2019s PodLoad Report; Major Podcasts Switch Networks","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/08\/Captura-de-pantalla-2025-12-30-203224.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/everything-you-missed-at-last-weeks-podcast-movement-wsj-discusses-oxford-road-major-podcasts-switch-networks\/","date":"August 28, 2024","description":"The Media Roundtable is back! Fresh from Podcast Movement 2024 in DC, we\u2019re here to alleviate FOMO (ICYMI) and share the biggest takeaways from speakers and attendees.\nDan 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).\nThe team is talking: Two Kinds of True Crime, Research Superpowers, What Brands Want, and more. Let\u2019s dig in.\n\u201cThe beauty of podcasting and its greatest challenge is this fragmentation.\u201d –\u00a0Dan Granger (CEO & Founder, Oxford Road)\nTwo Kinds of True Crime \ufe0f – True Crime\u2019s a juggernaut of genre, but it\u2019s not uniform, as Miranda\u2019s 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\u2019s morphed into a form of public service. These types of shows are worthy of your brand dollars.\nResearch: Your Superpower – Great research guides the industry. Per Neal\u2019s panel on research, we don\u2019t know where we\u2019d be without the work of Signal Hill Insights, Edison Research, Sounds Profitable, and many others. Neal\u2019s tip to make sure you\u2019re getting the most from the data? Consistency. \u2018When I see consistency across sources, that validates the value of the research to me.\u2019\nWhat Brands Want: The Report – Adding to the realm of research, we\u2019ve 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\u2019s 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.\n\nDon\u2019t miss all the \u2018you had to be there\u2019 moments.\u00a0 Catch the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nLittle Classified True Crime\nNetwork:\u00a0QCODE\u00a0\/ Monthly Downloads: 58k \/\u00a0Current Civility Score: 84, HIGH\nIt may not be a favorite emotion, but fans of our first selection love to get Big Mad! That\u2019s because host\u00a0Heather Ashley\u00a0talks 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,\u00a0 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\u2019t get mad, get\u00a0Big Mad, by clicking below.\nGet The Deal\n\nA Friend in Need is a Friend Indeed\nNetwork:\u00a0Moonbeam Media\u00a0\/ Monthly Downloads: 15k \/\u00a0Current Civility Score: 81, HIGH\nGirlfriendship is a special bond that\u2019s truly hard to define, even in podcasting.\u00a0Aleena Miller\u00a0and\u00a0Sarah Whelan\u00a0know how to decompress and just be themselves in the most visceral, authentic, lovable ways possible. In doing so they\u2019ve deeply connected with an audience yearning to hear from these two close gal pals,\u00a0 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 \u2018bed set\u2019 simulcast options by touching on less mainstream topics like; female sexuality, niche mental health issues, and women\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nDon\u2019t Skip the Beat: Music Matters\nEdison Research\u00a0has released the\u00a0Music 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\u2019s very important, and 35% saying it\u2019s 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\u2019t part of your audio strategy, we strongly recommend considering it. While podcasting gets the attention, 65% of consumers\u2019 time spent with audio is dedicated to music.\nRead More\nAlex Cooper Says Yes to SXM\nAlex Cooper, the world’s most popular female podcaster,\u00a0has signed a $125 million deal with SiriusXM\u00a0to take her\u00a0Call Her Daddy\u00a0show and burgeoning podcast collective starting in 2025. The deal gives SiriusXM exclusive advertising and distribution rights for Cooper’s flagship podcast and her\u00a0Unwell\u00a0brand\u2019s lineup of shows (which include\u00a0Hot Mess With Alix Earle,\u00a0Pretty Lonesome With Madeline Argy,\u00a0Boyfriend Material With Harry Jowsey\u00a0and\u00a0In Your Dreams With Owen Thiele). SXM made waves when they scooped up\u00a0SmartLess\u00a0from Wondery in January, and now they\u2019ve landed Alex Cooper\u2014the biggest free agent in podcasts, and formerly a Spotify exclusive.\nRead More\nThe Kelce Bros. Take Their Talents to Amazon\nThe Kelce brothers have signed a three-year deal with Amazon’s Wondery\u00a0for their popular\u00a0New Heights\u00a0podcast, 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\u2014publishers 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.\nRead More\n\n#SaveTheLiveReads\n\nThe Rooster Crows for Tim Ferriss & Shopify\nCock-a-doodle-doo Influencees! It\u2019s a great day for\u00a0Shopify\u00a0seller success stories, courtesy of\u00a0The Tim Ferriss Show. Armed with some tongue-in-cheek and genius shop ideas,\u00a0Tim Ferriss gives\u00a0a genuine\u00a0personal endorsement\u00a0for\u00a0Shopify\u00a0and his\u00a0COCKPUNCH Coffee\u00a0business, powered by\u00a0Shopify, of course! Tim\u2019s upbeat\u00a0delivery\u00a0and in-depth\u00a0substantiation, backed with a splash of energetic background music, make this a great sponsorship to jam along to.\nFerriss also shares how his business \u2018gives back,\u2019 elaborating that positive incentive fuels eagerness\u2014turning browsers into buyers. Tim\u2019s fine\u00a0execution\u00a0is one where every word counts. Definitely worthy of the rooster\u2019s crow!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nThe WSJ Talkin\u2019 \u2018bout Our PodLoad Report\nLast week we shared how the industry is abuzz about our \u201cThe Danger of Rising PodLoad\u201c report featured in notable podworthy publications like;\u00a0Podnews,\u00a0Podcast News Daily, and the\u00a0Podcast Business Journal, sharing our findings. And now,\u00a0The Wall Street Journal\u00a0has jumped aboard our\u00a0Oxford 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\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) and\u00a0Pete Birsinger\u00a0(CEO & Founder,\u00a0Podscribe), the article shares thoughts from podcast hosts\u00a0Claire Parker\u00a0and\u00a0Ashley Hamilton\u00a0(Celebrity Memoir Book Club) as well as\u00a0Jasper Wang\u00a0(Co-Founder and VP of Revenue & Operations,\u00a0Defector) rounding out the piece with the creator-side of the issue. CAOs, if you\u2019re not fully up to speed on how increased ad load impacts the efficacy of your podcast ad dollars,\u00a0check out the report first, then read this article.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1408,"title":"Research, True Crime, & What Brands Want - Recapping Podcast Movement 2024","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zs-TXUaF0TcGJfdn_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/research-true-crime-what-brands-want-recapping-podcast-movement-2024\/","date":"August 28, 2024","description":"The Media Roundtable is back! Fresh from Podcast Movement 2024 in DC, we\u2019re here to alleviate FOMO (ICYMI) and share the biggest takeaways from speakers and attendees.\nDan 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).\nThe team is talking: Two Kinds of True Crime, Research Superpowers, What Brands Want, and more. Let\u2019s dig in.\n\n\u201cThe beauty of podcasting and its greatest challenge is this fragmentation.\u201d\n\nDan Granger (CEO & Founder, Oxford Road)\u00a0\n\nTwo Kinds of True Crime \ufe0f – True Crime\u2019s a juggernaut of genre, but it\u2019s not uniform, as Miranda\u2019s 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\u2019s morphed into a form of public service. These types of shows are worthy of your brand dollars.\nResearch: Your Superpower – Great research guides the industry. Per Neal\u2019s panel on research, we don\u2019t know where we\u2019d be without the work of Signal Hill Insights, Edison Research, Sounds Profitable, and many others. Neal\u2019s tip to make sure you\u2019re getting the most from the data? Consistency. \u2018When I see consistency across sources, that validates the value of the research to me.\u2019\nWhat Brands Want: The Report – Adding to the realm of research, we\u2019ve 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\u2019s 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.\n\nDon\u2019t miss all the \u2018you had to be there\u2019 moments.\u00a0 Catch the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4024,"title":"Podcasting with Purpose; MRT Sits Down with Crime Junkie Host Ashley Flowers & BetterHelp CAO, Brittany Clevenger; Brand Safety Post-GARM, And More\u2026","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-30-203737.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasting-with-purpose-mrt-sits-down-with-crime-junkie-host-ashley-flowers-brand-safety-post-garm-and-more\/","date":"August 21, 2024","description":"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.\nDan 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 \u2018good.\u2019\nTogether they cover: thoughtful ad breaks, long-lasting partnerships, celebrating wins, and getting started the right way. Let\u2019s dig in.\n\u201cThe right stories, the right way, for the right reasons.\u201d –\u00a0Ashley Flowers, (Founder & CEO, audiochuck, Creator\/Host of Crime Junkie)\nCelebrate Your Wins \u2013 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\u2019ve touched. The takeaway for CAOs? Define your big, purposeful goal early and be on the lookout for wins to sustain your mission.\nBe Thoughtful \u2013 The fireside chat\u2019s 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\u2019s 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.\nGetting Started \u2013 Brittany helped scale BetterHelp into a podcast juggernaut. Her one bit of advice for getting started? Don\u2019t do it on your own. Whether you\u2019re 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.\n\nLet these experts inspire you. Tune into the full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nAn Apple a Day Keeps the 30 Away\nNetwork:\u00a0Libsyn Ads\u00a0\/ Monthly Downloads: 75k \/\u00a0Current Civility Score: 97, HIGH\nFor a second time this year, professionals from the audio industry are gathering en masse for a week of thought leadership.\u00a0Podcast Movement\u2019s slate of engaged speakers includes some of the biggest names in podcasting, and we\u2019d 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\u00a0Krista Williams\u00a0and\u00a0Lindsey Simcik\u00a0have 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\u2019re fully, not almost, sure you\u2019ll love this opportunity. Click below to learn more.\nGet The Deal\n\nForever Young, I Want to Be, Forever Young\nNetwork:\u00a0YAP Media\u00a0\/ Monthly Downloads: 300k \/\u00a0Current Civility Score: 98, HIGH\nHala Taha\u00a0is an extremely credentialed podcaster. She built the eponymous network on which her podcast resides, she\u2019s 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\u00a0Hala\u00a0and her show guests expand on trending topics.\u00a0Taha\u2019s solo episodes are consistently high quality. She also boasts an impressive list of guests including;\u00a0Dr.\u00a0Jill Stein,\u00a0Ryan 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\u2019s always a solid top performer for anyone investing heavily in the business genre. Gather \u2018round young and old alike, to click below for more.\nGet The Deal\n\nIn Case You Missed It\nPodscribe’s Benchmark\nAccording to Q2 2024 \u2013 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.\u00a0Podscribe\u00a0has 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.\nRead More\nHas Claritas Solved Terrestrial Radio Attribution?\nClaritas\u00a0has introduced an\u00a0AI 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 \u2018Claritas claim\u2019 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.\nRead More\nFTC Takes a Stand on Fake Testimonials\nThe FTC\u00a0has 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\u2019re 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\u2019ve seen this one coming for a while, so at\u00a0Oxford Road, current\u00a0FTC Endorsement Guidelines are included as mandatory links in host-read copy.\nRead More\n\n#SaveTheLiveReads\n\nForever35 + MasterClass = Perfect Match\nThis week\u2019s #STLR highlights a perfect match between our client\u00a0MasterClass\u00a0and the\u00a0Forever35\u00a0podcast,\u00a0\u201cfor the things we do to take care of ourselves.\u201d\u00a0Author and podcast host\u00a0Kate Spencer\u00a0is perfectly suited to\u00a0demonstrate\u00a0the quality of learning for writers just starting out, as well as for seasoned pros seeking new inspiration. Kate\u2019s impressive writing skills and credibility enable her to genuinely\u00a0substantiate\u00a0the live read content. So does her willingness and vulnerability in sharing how these lessons specifically help her career continue to excel. Kate\u2019s earnest\u00a0delivery\u00a0instills a sense of\u00a0trust\u00a0with her audience, reassuring them this recommendation truly reaps GREAT rewards!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nGARM Out – What\u2019s Next?\nLast week we shared that the\u00a0Global Alliance for Responsible Media\u00a0(GARM) called it quits, just 3 months after\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) pointed out the inherent flaw in using the framework for brand safety during the\u00a0IAB Upfronts\u00a0in May. After last week\u2019s Influencer,\u00a0AdWeek\u00a0picked up Dan\u2019s message about why the end of GARM is actually the beginning of rethinking brand safety and suitability for our industry. For CAOs wondering what\u2019s filling the\u00a0void created after GARM\u2019s dissolution, we\u2019ve got some answers.\u00a0Email us\u00a0to learn more.\nRead More\nLoads of PodLoad Press\nAlso in last week\u2019s\u00a0Influencer, we shared our\u00a0\u201cThe Danger of Rising PodLoad\u201d\u00a0report which addresses the massive spike of ads in podcasts, how it\u2019s negatively affecting performance, and it provides a solution we call: The Oxford Clock. We\u2019re happy to announce the industry is taking notice. Trade publications are currently sharing the news, with\u00a0Podnews,\u00a0Podcast News Daily, and the\u00a0Podcast Business Journal\u00a0all 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\u00a0emailing us here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1406,"title":"Using Audio for Good with Ashley Flowers and Brittany Clevenger","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZsZgwUaF0TcGJMsp_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/using-audio-for-good-with-ashley-flowers-and-brittany-clevenger\/","date":"August 21, 2024","description":"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.\nDan 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 \u2018good.\u2019\nTogether they cover: thoughtful ad breaks, long-lasting partnerships, celebrating wins, and getting started the right way. Let\u2019s dig in.\n\n\u201cThe right stories, the right way, for the right reasons.\u201d\n\nAshley Flowers, (Founder & CEO, audiochuck, Creator\/Host of Crime Junkie)\n\nCelebrate Your Wins \u2013 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\u2019ve touched. The takeaway for CAOs? Define your big, purposeful goal early and be on the lookout for wins to sustain your mission.\nBe Thoughtful \u2013 The fireside chat\u2019s 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\u2019s 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.\u00a0\nGetting Started \u2013 Brittany helped scale BetterHelp into a podcast juggernaut. Her one bit of advice for getting started? Don\u2019t do it on your own. Whether you\u2019re 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.\n\nLet these experts inspire you. Tune into the full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4028,"title":"The Industry\u2019s First PodLoad Report - How Many Ads Are Too Many?; Why GARM\u2019s Dissolution is a Win In Disguise for Brand Safety; Podcast Moves Abound","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-30-204451.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-industrys-first-podload-report-how-many-ads-are-too-many-why-garms-dissolution-is-a-win-in-disguise-for-brand-safety-podcast-moves-abound\/","date":"August 14, 2024","description":"For every podcast ad you\u2019ve bought, there\u2019s a hidden variable that swings performance in double-digit percentages. It\u2019s time to talk about that.\nThis 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:\n\u201cWhat\u2019s the right amount of ads for a podcast?\u201d\nGiles 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.\nHere\u2019s what we found:\n\u201cIf the ad load of an episode goes from 5% to 15%, you can reasonably expect a 30-40% drop-off in conversion rate.\u201d –\u00a0Pete Birsinger, CEO & Founder, Podscribe\nAd Load Matters \u2696\ufe0f- 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\u2019s 31% worse.\nWhat\u2019s At Stake – Compared to other channels, podcast ads are well tolerated, for now, anyway. Nearly half of listeners enjoy or don\u2019t 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\u2013and effectiveness.\nStarting the Oxford Clock \u23f3– Ad load for shows and publishers vary widely. That\u2019s 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.\nFor insights that\u2019ll change the way you buy podcast ads, check out the full episode and click here to dive into the PodLoad Report.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nDon\u2019t Turn That Dial\nNetwork:\u00a0Dear Media\u00a0\/ Monthly Downloads: 150k \/\u00a0Current Civility Score: Pending\nWhile 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\u00a0eartertainment. Our first comes from\u00a0Dear Media, hosted by TikTok and Instagram star\u00a0Bretman Rock.\u00a0Boasting 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.\nGet The Deal\n\nDefinitely a Girl\u2019s Girl\nNetwork:\u00a0Brat TV\u00a0\/ Monthly Downloads: 65k \/\u00a0Current Civility Score: Pending\nAnna Sitar\u00a0proved 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\u2019s 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\u2019s girl of TikTok. In her newest venture with\u00a0Brat 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.\nGet The Deal\n\nIn Case You Missed It\nWhat\u2019s the HARM with GARM?\nAfter last month\u2019s congressional hearing and more recently, a lawsuit filed by Elon Musk\u2019s X (formerly Twitter), The Global Alliance for Responsible Media (GARM) has \u201cdiscontinued\u201d activities. GARM was an initiative formed in 2019 by the World Federation of Advertisers (WFA) \u00a0providing tools to help advertisers avoid inadvertently supporting harmful and\/or illegal content. Musk\u2019s allegation is that GARM \u201corganized to collectively withhold billions of dollars in advertising\u201d 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.\u00a0Oxford Founder and CEO, Dan Granger\u00a0sums it up perfectly in a recent post, and rather than paraphrase, curious CAOs can\u00a0click here to read on.\nRead More\nThe Podcast A-List Moves\nPodcasting has matured, marked by strategic dealmaking and acquisitions.\u00a0SmartLess, hosted by Jason Bateman, Will Arnett, and Sean Hayes, transitioned from Wondery to SiriusXM in a $100 million deal. Wondery, in turn, acquired\u00a0Armchair Expert\u00a0from Spotify for $80 million. Meanwhile,\u00a0Call Her Daddy\u2019s Alex Cooper and the Kelce brothers\u2019\u00a0New Heights\u00a0podcast are also seeking high salaries. There are now fewer \u2018walled-garden\u2019 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\u2019s a worthwhile read for CAOs already in the space or those looking to incorporate podcasts into their marketing strategies.\nRead More\nPay Attention to This\nAdelaide’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.\u00a0The Association of National Advertisers reveals there are three stages to what they define as the Attention Pathway:\n1. Get Noticed\n2. Hold Attention\n3. Impact Memory\n\nCAOs, not all ad impressions are the same. This report from the\u00a0Cumulus Media | WWO Audio Active Group\u00a0demonstrates that attention matters. Good news:\u00a0audio excels as a high-attention medium for advertisers.\nRead More\nListeners Like Their True Crime\nThe 2022 Sounds Profitable study,\u00a0Safe and Sound,\u00a0highlights true crime podcasts’ strong audience engagement and brand loyalty, with only 9% of respondents disagreeing with the phrase \u2018I like it when a brand supports my favorite true crime podcast.\u2019 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.\nRead More\n\n#SaveTheLiveReads\n\nLearnin\u2019 about EarnIn\nNever Not Funny: The Jimmy Pardo Podcast\u00a0shares a bit of invention FOMO after learnin\u2019 about\u00a0EarnIn!\u00a0Jimmy Pardo\u00a0exuberantly substantiates how finding out about\u00a0EarnIn\u00a0was an \u201cah-ah\u201d moment. If only he could have come up with that idea! Pardo\u2019s earnest sincerity and positive influence generate a glowing recommendation for the popular \u2018make any day payday\u2019 app. The combination of his setup and delivery is\u00a0effective within the timeframe for\u00a0EarnIn\u2019s sponsorship. Instead of feeling limited to the 60 seconds allotted for his live read, Jimmy efficiently delivers the goods. Through playful humor,\u00a0Never Not Funny: The Jimmy Pardo Podcast\u00a0adds another level of greatness you can take to this week’s #STLR bank!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":2193,"title":"The Danger of Rising PodLoad","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/Zqlluh5LeNNTxnlz_Covercopy.png","image_alt":"podload","button_text":"","topics":[],"category":["case-studies"],"termslug":"case-studies","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-danger-of-rising-podload\/","date":"August 14, 2024","description":"","landing_redirection":""},{"id":1409,"title":"The Danger of Rising PodLoad: How Increasing Clutter Erodes Podcast Advertising Value","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZrwFRkaF0TcGI6Wr_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-danger-of-rising-podload-how-increasing-clutter-erodes-podcast-advertising-value\/","date":"August 14, 2024","description":"For every podcast ad you\u2019ve bought, there\u2019s a hidden variable that swings performance in double-digit percentages. It\u2019s time to talk about that.\nThis 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:\n\u201cWhat\u2019s the right amount of ads for a podcast?\u201d\nGiles 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.\nHere\u2019s what we found:\n\n\u201cIf the ad load of an episode goes from 5% to 15%, you can reasonably expect a 30-40% drop-off in conversion rate.\u201d\n\nPete Birsinger, CEO & Founder, Podscribe\n\n\nAd Load Matters \u2696\ufe0f- 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\u2019s 31% worse.\nWhat\u2019s At Stake – Compared to other channels, podcast ads are well tolerated, for now, anyway. Nearly half of listeners enjoy or don\u2019t 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\u2013and effectiveness.\nStarting the Oxford Clock \u23f3– Ad load for shows and publishers vary widely. That\u2019s 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.\nFor insights that\u2019ll change the way you buy podcast ads, check out the full episode and click here to dive into the PodLoad Report.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4031,"title":"Catching Audio-Feels with Ad Infinitum and Radio Hall of Fame Co-Chair & \u201824 Inductee Kraig Kitchin; Your Audio Production Just Got a Whole Lot Easier","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/12\/Captura-de-pantalla-2025-12-30-205040.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/catching-audio-feels-with-ad-infinitum-and-radio-hall-of-fame-co-chair-your-audio-production-just-got-a-whole-lot-easier\/","date":"August 7, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 7 – “Audio Affects.”\nFearless host Stew Redwine (VP, Creative, Oxford Road) welcomes bonafide Audio Legend, Kraig Kitchin. Kraig\u2019s 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\u2019t enough, he\u2019s also Co-Chair and 2024 Inductee to the Radio Hall of Fame and Co-Founder of Premiere Networks.\nJoin Stew and Kraig, as they wax poetic on the science and emotion of audio and break down ads from Lowe\u2019s, Progressive, Babbel, and Home Depot.\n\u201cYou don’t need pictures in front of you to see what you’re feeling.\u201d –\u00a0Kraig Kitchin, Audio Legend\nTheater of the Mind – Audio processing in the brain is deeply connected to emotions. It\u2019s our fastest sense (Olympic starting gun, anyone?) All this is to say that if you\u2019re not trying to create a true theater of the mind experience in your audio ads, you\u2019re leaving feelings on the table. CAOs, take these emotionally affecting audio tools and use them to your advantage to tell your story.\nGetting Distinct – Let\u2019s give it up again for sonic distinctiveness. (Special shout out to Lucinda of Moink\u2018s \u201cI\u2019m 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\u2019s words; \u201cFind out who you are and do it on purpose.\u201d Speaking of which\u2026\nSounds 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\u2122 handout, a one-of-a-kind item of incalculable value!\nReady to unlock all the audio-feels? Click the link below to catch the full episode.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nA Wicked Good Podcast\nNetwork:\u00a0QCODE Media\u00a0\/ Monthly Downloads: 20k \/\u00a0Current Civility Score: Pending\nMurder 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\u2019re presenting this week are among the best options for your next test. Our first selection derives its name from a well-loved fictionary Maine\u00a0whodunnit\u00a0setting, but unlike that classic fav, content never enters into lighthearted territory. Narrated by Maine native\u00a0Kristen 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,\u00a0 including many mysteries that remain unsolved. Whether listeners are drawn to the format of the show, or mistakenly think the great\u00a0Angela Lansbury\u00a0will pop in, over its multi-year run,\u00a0Murder, She Told\u00a0has become a fixture of many female skewing plans for its high performance. Embark on a journey to Cabot Cove via the link below.\nGet The Deal\n\nMurder: A Family Affair\nNetwork:\u00a0AdLarge Media\u00a0\/ Monthly Downloads: 325k \/\u00a0Current Civility Score: 95, HIGH\nMany wives love to sit down with their husbands and recount the latest internet drama. In\u00a0Payton Moreland\u2019s case it\u2019s recounting an entire true crime story. In tandem with her husband,\u00a0Garrett Moreland,\u00a0Murder With My Husband\u00a0has 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\u00a0Dorothy Stratten, the recent\u00a0Karen Read\u00a0trial, and the death of\u00a0Marianne Shockley.\nThough some of these stories have been covered by other podcasts in the genre, it\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nCanva for Audio\nWondercraft\u00a0has 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.\nRead More\nIt\u2019s the Most Wonderful Time of the Year for Podcast Ads\nVeritonic\u2019s latest study on\u00a0the effectiveness of podcast advertising\u00a0reveals that podcast ads are gaining popularity during critical shopping periods like back to school and the holiday season. Key findings:\n\n\n58% of consumers prefer podcast ads for back to school shopping.\n\n\n75% of consumers favor podcast ads for holiday shopping.\n\n\nConsumers are more inclined to purchase from podcast ads offering discounts, free shipping and BOGO deals.\n\n\nThese 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.\nRead More\nAnd the Gold Medal Goes To\u2026\nTop brands like Visa, Samsung and Coca-Cola achieve success through long-term sports sponsorships. For example, Visa\u2019s association with the Olympics boosted their global awareness from 40% in 2021 to 43% in 2024. And Visa\u2019s not the only one going for the gold. In that same time frame, P&G\u2019s 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\u2019t 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.\nRead More\n\n#SaveTheLiveReads\n\nWe Didn\u2019t Read It\u2026 But we DID Babbel It\nWhile the art of improvisation is a specialized theatrical realm not everyone can master, the cast of\u00a0We Didn\u2019t Read It\u00a0accepts the challenge for\u00a0Babbel. 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\u00a0individual customizations with a sprinkle of\u00a0Babbel sonic ID,\u00a0 the\u00a0We Didn\u2019t Read It\u00a0crew 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\u00a0Babbel\u00a0as 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\u2026 plus a few bragging rights, of course!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1407,"title":"Ad Infinitum: S2E7 - Audio Affects with Kraig Kitchin","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZrPo-kaF0TcGIw4J_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e7-audio-affects-with-kraig-kitchin\/","date":"August 7, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 7 – “Audio Affects.”\nFearless host Stew Redwine (VP, Creative, Oxford Road) welcomes bonafide Audio Legend, Kraig Kitchin. Kraig\u2019s 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\u2019t enough, he\u2019s also Co-Chair and 2024 Inductee to the Radio Hall of Fame and Co-Founder of Premiere Networks.\nJoin Stew and Kraig, as they wax poetic on the science and emotion of audio and break down ads from Lowe\u2019s, Progressive, Babbel, and Home Depot.\n\n\u201cYou don’t need pictures in front of you to see what you’re feeling.\u201d\n\u00a0Kraig Kitchin, Audio Legend\n\n\nTheater of the Mind – Audio processing in the brain is deeply connected to emotions. It\u2019s our fastest sense (Olympic starting gun, anyone?) All this is to say that if you\u2019re not trying to create a true theater of the mind experience in your audio ads, you\u2019re leaving feelings on the table. CAOs, take these emotionally affecting audio tools and use them to your advantage to tell your story.\nGetting Distinct – Let\u2019s give it up again for sonic distinctiveness. (Special shout out to Lucinda of Moink\u2018s \u201cI\u2019m 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\u2019s words; \u201cFind out who you are and do it on purpose.\u201d Speaking of which\u2026\nSounds 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\u2122 handout, a one-of-a-kind item of incalculable value!\n\nReady to unlock all the audio-feels? Click the link below to catch the full episode.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4034,"title":"Kellyanne Conway and David Plouffe Bring Civil Discourse Back to the MRT; UK Podcast Adoption Gains Momentum; Podcasters Explore On-Site Sponsorships","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-181647.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/kellyanne-conway-and-david-plouffe-bring-civil-discourse-back-to-the-mrt-uk-podcast-adoption-gains-momentum-podcasters-explore-on-site-sponsorships\/","date":"July 31, 2024","description":"The Media Roundtable is back! This week we\u2019re going back to our roots and one of our passions: Civil Discourse in Audio.\nDan 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).\nThey\u2019re talking: The Power of Listening to Other Opinions, The Divided and the Deciders, Civility, and more. Let\u2019s dive in.\nIt’s easy to be enraged. It’s essential to be engaged. – Kellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump)\nBig 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\u2019t deliver the same incremental impact.\nStaying Civil\u00a0 \u2696\ufe0f – For a long time we\u2019ve said for brand safety and suitability that following the GARM framework isn\u2019t enough. That\u2019s why we\u2019re big proponents (and investors) for Seekr\u2019s Civility score. The Campaign Managers scores a 93, supporting the idea that you can discuss hard topics\u2013without agreeing\u2013in a productive, civil conversation.\nEngaged, not Enraged – We\u2019ve spilled tons of digital ink on the Outrage Industrial Complex. Anger = listeners and ad dollars, but Kellyanne and David are hoping for something more\u2026 motivation for listeners to engage with civility and affect positive change. It\u2019s okay to hear an opinion you don\u2019t like (and according to former President Obama, definitely a good thing). However, what we do next, is up to us.\nFor unparalleled insight into our current political situation and (maybe) a little hope, check out the full episode in the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nI\u2019ll Be There For You\nNetwork: ACE CREATORS\u00a0\/ Monthly Downloads: 250k \/\u00a0Current Civility Score: 96, HIGH\nGaming 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,\u00a0Friends Per Second stands out as a more professionalized format. Self-proclaimed nerd hosts\nJake Baldino,\u00a0Lucy James, and\u00a0Skill 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\u2019s 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\u2019re 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.\nGet The Deal\n\nTea Spillers See Their Cups Overfloweth\nNetwork:\u00a0Audioboom\u00a0\/ Monthly Downloads: 1M \/\u00a0Current Civility Score: 72, MEDIUM\nPodcasting often leaps into mainstream media when guests expose a juicy piece of gossip. On\u00a0Cancelled, it\u2019s the hosts who are often spilling the tea. Infamous influencers and friends\u00a0Tana Mongeau\u00a0and\u00a0Brooke Schofield\u00a0are 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\u2019re 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.\nGet The Deal\n\nIn Case You Missed It\nIs Streaming Audio Better than Radio?\nSiriusXM\u00a0just released an article on their \u201c4 Reasons Streaming Audio Ads Are Better than Radio Ads.\u201d 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.\nSiriusXM\u2019s top 4 advantages streaming audio ads have over traditional radio ads:\n1. Streaming Audio Is More Personal\n2. Your Ads Get More SOV than Radio Ads\n3. You Can Incorporate Visual Media\n4. Streaming Audio Gives You More Advertising Options\nWhile 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\u2019t count radio out, just yet.\nRead More\nUK Podliferation\nAlthough the US paved the way for the podcast explosion, with 47% of Americans\u00a0now listening at least once per month, our friends across the pond seem to like the medium even more.\u00a0On 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\u00a0Podnews\u00a0shares that the most popular genres are; True Crime (30%), Sports (30%), Chat\/Conversational (27%), and News (22%). And where there\u2019s 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\u00a0Lower Street\u00a0just announced their purchase of\u00a0Pacific Content, creating the world’s #1 branded podcast agency. If you\u2019re a marketer seeking international presence, the rapid adoption of podcasts overseas may present opportunities for growth we haven\u2019t seen here in years.\nRead More\nLooking Beyond The Cast\nLocal radio has been tapping into the power of on-site promotion for decades, finally podcast is following suit. Sunglass Hut\u00a0in Beverly Hills recently hosted an immersive brand experience, connecting Acast’s\u00a0Naked Beauty\u00a0podcast 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\u2019re ready to look \u201cbeyond the cast\u201d, we\u2019ve got some out of the box thinkers ready to go.\nRead More\n\n#SaveTheLiveReads\n\nThere\u2019s Zocdoc in my Chuckle Sandwich\nAll too often, podcast listeners will cue into the robotic, boring start of an advertisement and tune out. But NOT when it comes to\u00a0Ted Nivision\u00a0and\u00a0Schlatt\u00a0of\u00a0Chuckle Sandwich! These pro\u2019s have mastered the art of\u00a0setup, as displayed in this\u00a0Zocdoc\u00a0sponsorship. There\u2019s an undeniable ease of what feels like a natural conversation between two dudes just shootin\u2019 the breeze. Their\u00a0delivery\u00a0of this\u00a0Zocdoc\u00a0ad is perfectly woven into an informational\u00a0personal endorsement\u00a0about the struggle of trying to find a doctor. The hosts\u2019 exuberant partnership is humorously engaging, drawing listeners in, so it doesn\u2019t even feel like an ad! An\u00a0intro\u00a0like in this\u00a0Chuckle Sandwich\u00a0Zocdoc\u00a0serving, makes for a delicious listening experience.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1405,"title":"Engaged, not Enraged - Kellyanne Conway and David Plouffe on Podcasting Across the Aisle","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zqq-BR5LeNNTxsP7_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/engaged-not-enraged-kellyanne-conway-and-david-plouffe-on-podcasting-across-the-aisle\/","date":"July 31, 2024","description":"The Media Roundtable is back! This week we\u2019re going back to our roots and one of our passions: Civil Discourse in Audio.\nDan 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).\nThey\u2019re talking: The Power of Listening to Other Opinions, The Divided and the Deciders, Civility, and more. Let\u2019s dive in.\n\u201cIt’s easy to be enraged. It’s essential to be engaged.\u201d\n\nKellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump)\n\n\nBig 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\u2019t deliver the same incremental impact.\nStaying Civil\u00a0 \u2696\ufe0f – For a long time we\u2019ve said for brand safety and suitability that following the GARM framework isn\u2019t enough. That\u2019s why we\u2019re big proponents (and investors) for Seekr\u2019s Civility score. The Campaign Managers scores a 93, supporting the idea that you can discuss hard topics\u2013without agreeing\u2013in a productive, civil conversation.\nEngaged, not Enraged – We\u2019ve spilled tons of digital ink on the Outrage Industrial Complex. Anger = listeners and ad dollars, but Kellyanne and David are hoping for something more\u2026 motivation for listeners to engage with civility and affect positive change. It\u2019s okay to hear an opinion you don\u2019t like (and according to former President Obama, definitely a good thing). However, what we do next, is up to us.\n\n\nFor unparalleled insight into our current political situation and (maybe) a little hope, check out the full episode in the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4037,"title":"30% of Podcast Industry Represented at Last Week\u2019s CAO Summit\u2013Here\u2019s What You Missed; Podcast Shifts to Sellers Market; Bongino Loves His TJ Underwear","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-182419.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/30-of-podcast-industry-represented-at-last-weeks-cao-summit-heres-what-you-missed-podcast-shifts-to-sellers-market-bongino-loves-his-tj-underwear\/","date":"July 25, 2024","description":"The Media Roundtable is back! This week we recap the epic whirlwind of our 2nd Annual Oxford Road CAO Summit in Hollywood last week.\nDan Granger, (CEO & Founder, Oxford Road) breaks down the highlights with brilliant CAOs\/attendees:\nMae Haynes, (Brand Media Manager, The Home Depot\/GCC\/Blinds.com) Brynn Greenelsh (Marketing Manager, Auctane\u2013Stamps.com & ShipStation)\nDominic Palombo, (Senior Partnerships Manager, Caldera + Lab)\nJames Ingrassia, (EVP of Client Services, Oxford Road)\nThe team\u2019s talking: summer camp vibes, creative testing, the maturing audio industry, ideal ad load, and more. Let\u2019s dig in.\nIt was just great to see that [CAO] community taking place right in front of our eyes. – James Ingrassia, (EVP of Client Services, Oxford Road)\nDon\u2019t Bunt \u26be – The creative panel was a highlight for many of our CAOs. Takeaways for creative testing? Make sure you\u2019re 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.\nOlder and Wiser – Podcasting isn\u2019t 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\u2026\nThe Oxford Clock \u23f1\ufe0f – Another highlight for our CAOs\u2026 The Oxford Clock. We previewed a case study we\u2019ve 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\u2014there\u2019s another cliff at 10%. For CAOs, looking at the percentage of ad load on shows you’re sponsoring may be the biggest lever you\u2019re not pulling.\nIf all of the above is giving you FOMO from not attending this year\u2019s 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.\nAnd for this year\u2019s CAO Summit highlights and so much more, check out the full episode by attending to the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nExtra! Extra! New Podcast Here\nNetwork:\u00a0Cumulus Media\u00a0\/ Monthly Downloads:\u00a0300k \/\u00a0Current Civility Score: 58, MEDIUM\nNew Conservative voices are emerging every day, but few are given a large platform by way of podcast royalty. Enter\u00a0Evita Duffy-Alfonso, journalist and independent thinker who recently joined podcast\/radio host,\u00a0Dan Bongino\u00a0in order to launch her own venture. Hosted by\u00a0Cumulus Media, Evita\u2019s daily show provides an alternative to mainstream media as she flexes her credentials, having been \u2018on the ground\u2019 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.\nGet The Deal\n\nXO, MaCenna Hits the Nail on the Head\nNetwork:\u00a0Cloud 10\u00a0\/ Monthly Downloads: 40k \/\u00a0Current Civility Score: PENDING\nWith underconsumption\u00a0and\u00a0upcycling\u00a0trending on TikTok, Gen Z seeks expert voices for guidance on learning new skills.\u00a0MaCenna Lee\u00a0(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.\u00a0XO, MaCenna\u00a0has a variety of repeat DR advertisers, spanning multiple demos and categories. DIY with a little help from MaCenna by clicking the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcast Buyers Market No More \ud83d\ude41\nPodcasting has experienced a significant rebound in recent years, with companies like iHeartMedia\u00a0and\u00a0Acast\u00a0reporting 18% and 25% growth respectively. Despite turbulence, overall podcasting ad revenue increased by 5% in 2023. Major players like\u00a0Office Ladies\u00a0and\u00a0Dax Shepard\u00a0have moved to\u00a0Audacy\u00a0and\u00a0Wondery, respectively. CAOs, we regret to inform you that podcasting is no longer a buyer\u2019s market\u2013just 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.\nRead More\nMore Commuters = More Ears for Ads\nPodcasters 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\u00a0YouGov\u00a0data 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\u2019s 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.\nRead More\nSpotify Goes HiFi\nSpotify\u00a0is set to launch a premium subscription service called\u00a0Spotify 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\u2019s 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\u00a0Gorillaz. Here\u2019s another tip: for free lossless audio, check out\u00a0radioparadise.com.\nRead More\n\n#SaveTheLiveReads\nDan Bongino Is Not Just a Tommy John Customer, He\u2019s a FANATIC!\n\u201cI Love\u00a0Tommy John!\u201d THAT\u2019S straight from the mouth of\u00a0Dan Bongino\u00a0this week as he raves about his favorite (and his wife\u2019s favorite), undies from\u00a0Tommy John. Dan\u2019s exuberant personality and belly laughter over our humorous ad copy makes you feel like you\u2019re right there in the studio with him, experiencing his enthusiasm while he\u2019s wearing his fav TJ\u2019s. As a long-time\u00a0Tommy John\u00a0underwear FANATIC, Dan\u2019s\u00a0substantiation\u00a0of their products is SUPREME, almost to the point of attempting to show them off!… but THAT kind of\u00a0demonstration\u00a0wouldn\u2019t be appropriate\u2026 would it? Bongino\u2019s infectious charm and\u00a0execution\u00a0of the equally\u00a0clever\u00a0copy crafted by the\u00a0Oxford Road\u00a0&\u00a0Tommy John\u00a0creative teams, push this ad to the top of the #savethelivereads charts! No adjustment needed. #iykyk.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1428,"title":"Camp CAO - Chief Audio Officer Summit \u201824 Highlights","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZqGRYx5LeNNTxeYp_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/camp-cao-chief-audio-officer-summit-24-highlights\/","date":"July 25, 2024","description":"The Media Roundtable is back! This week we recap the epic whirlwind of our 2nd Annual Oxford Road CAO Summit in Hollywood last week.\nDan Granger, (CEO & Founder, Oxford Road) breaks down the highlights with brilliant CAOs\/attendees:\n Mae Haynes, (Brand Media Manager, The Home Depot\/GCC\/Blinds.com) Brynn Greenelsh (Marketing Manager, Auctane\u2013Stamps.com & ShipStation)\n Dominic Palombo, (Senior Partnerships Manager, Caldera + Lab)\n James Ingrassia, (EVP of Client Services, Oxford Road)\nThe team\u2019s talking: summer camp vibes, creative testing, the maturing audio industry, ideal ad load, and more. Let\u2019s dig in.\n\n\u201cIt was just great to see that [CAO] community taking place right in front of our eyes.\u201d\n– James Ingrassia, (EVP of Client Services, Oxford Road)\n\nDon\u2019t Bunt \u26be – The creative panel was a highlight for many of our CAOs. Takeaways for creative testing? Make sure you\u2019re 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.\nOlder and Wiser – Podcasting isn\u2019t 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\u2026\nThe Oxford Clock \u23f1\ufe0f – Another highlight for our CAOs\u2026 The Oxford Clock. We previewed a case study we\u2019ve 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\u2014there\u2019s another cliff at 10%. For CAOs, looking at the percentage of ad load on shows you’re sponsoring may be the biggest lever you\u2019re not pulling.\n\nIf all of the above is giving you FOMO from not attending this year\u2019s 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.\u00a0\nAnd for this year\u2019s CAO Summit highlights and so much more, check out the full episode by attending to the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4043,"title":"Exploring the Rule of 3\u2019s; Ad Infinitum is Baaack with Insights on Maximizing Personal Endorsements; Congress Takes on Brand Safety","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-185549.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/exploring-the-rule-of-3s-ad-infinitum-is-baaack-with-insights-on-maximizing-personal-endorsements-congress-takes-on-brand-safety\/","date":"July 17, 2024","description":"We\u2019ve got a jam-packed edition of the Influencer this week, but first, we\u2019d be remiss not to address the attempted assassination of Former President Donald Trump this past weekend.\nWhat 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\u2019s events are the most extreme version of what happens when words send feelings and emotions spiraling out of control. Sometimes we forget that we\u2019re 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.\nAs 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 \u201cBrand Safety and Suitability.\u201d 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, \u201clower the temperature in our politics\u201d and focus on progress.\nStepping 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\u2014Mike Jensen, CEO of Rhapsody Voices\u2014to chat about the \u201cRules of 3\u201d pertaining to audio and advertising.\nAudio is replete with 3\u2019s: First, there\u2019s production: voice-over, sound design, and music. Second, there\u2019s the classic story structure of beginning, middle, and end. Of course third, there\u2019s 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?\n\u201cWe really want to deliver on the connectivity between the host, the sponsors, and the audience.\u201d – Mike Jensen, CEO of Rhapsody Voices\nMike channels his inner audio advertising guru to come up with 3 takeaways for forging connections with brands to make the host-read ads work.\nAuthenticity is Key: Authenticity in host-read ads is paramount. A host should be able to demonstrate their genuine connection to the product\u2014otherwise, why are they reading the ad?\n Simplicity: For Mike, authenticity goes hand-in-hand with simplicity. For example, if a Starbucks ad has 20 potential value propositions, the host shouldn\u2019t 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.\n Clear Call to Action:\u00a0 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\u2019s solid. After all, a read is only as good as the copy presented.\nCheck out this Ad Infinitum episode for more valuable insights from these two major players in the audio space. Plus, you won\u2019t want to miss everyone\u2019s favorite segment; the air-check ad ratings!\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nClear Eyes, Full Hearts, Can\u2019t Lose\nNetwork:\u00a0PodcastOne\u00a0\/ Monthly Downloads: 25k \/\u00a0Current Civility Score: Pending\nNascent empires are growing rapidly as a result of present day innovation.\u00a0Kendall Toole\u00a0and\u00a0Galey Alix\u00a0embrace this equation well: Kendall became an instant\u00a0Peloton\u00a0celeb, thanks to her openness about mental health and her strong sense of self.\u00a0Galey Alix\u00a0is a phenomenal multi-hyphenate on Wall Street, though she\u2019s best known as the host of\u00a0HGTV\u2019s Home in a Heartbeat, which has found unbridled success on\u00a0Max. 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\u2019s newest venture with\u00a0PodcastOne\u00a0premieres 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.\nGet The Deal\n\nThings That Go Bump in the Night\nNetwork:\u00a0QCODE Media\u00a0\/ Monthly Downloads: 135k\u00a0\/\u00a0Current Civility Score: Pending\nBallen Studios\u00a0is expanding with a new enticing entry into the horror genre. Host\u00a0Rodney Barnes\u00a0is 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.\nThe 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.\u00a0RUN, FOOL\u00a0to the link below for more.\nGet The Deal\n\nIn Case You Missed It\nBrand Safety Talks on Capitol Hill\nThe House Judiciary Committee is investigating whether advertisers are directing funds away from conservative media outlets, including talk radio, podcasts, and X. Daily Wire\u00a0co-founder\u00a0Ben Shapiro\u00a0claims \u2018an informal pressure system ensures left-wing media brands receive the majority of advertising.\u2019\u00a0Global Alliance for Responsible Media\u00a0(GARM) is under scrutiny, with evidence collected from GARM users indicating advertisers are colluding to steer ad dollars away from conservative media. We\u2019ll 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\u2014Comedy and True Crime\u2014become problematic when marketers use GARM for podcasting.\nRead More\nDax Gets Zon\u2019d\nAmazon’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\u2019s deal for\u00a0Armchair Expert\u00a0includes 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\u00a0Wondery+. This leads us to consider whether subscriptions in podcasting will gain more traction as ad clutter in podcasting grows. It\u2019s worth noting that overall ad clutter in podcasting is still low compared to the majority of other media channels.\nRead More\nMutual of Omaha\u2019s \u2018Wild Kingdom\u2019\u00a0Leaps into Podcasting\nMutual of Omaha\u2019s \u2018Wild Kingdom\u2019 ventures into podcasting with\u00a0Pineapple Street Studios, launching \u2018Mutual of Omaha\u2019s Wild Kingdom The Podcast\u2019\u00a0on July 16th. Co-hosts\u00a0Peter Gros\u00a0and\u00a0Dr. Rae Wynn-Grant\u00a0will explore wildlife conservation, continuing the series legacy. New episodes will be released weekly through October 1st. \u201cBy 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\u2019re excited to do so with Audacy\u2019s\u00a0Pineapple Street Studios,\u201d said\u00a0Jennifer Wulf, VP of Brand Marketing at\u00a0Mutual 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\u2014primarily in time\u2014worthwhile. Given this, Mutual of Omaha\u2019s decision to revive\u00a0\u2018Wild Kingdom\u2019 as a podcast could be genius, provided enough people remember the\u00a0TV show.\nRead More\n\n#SaveTheLiveReads\nLA PLATICA Impara L\u2019Italiano con Babbel\nCiao audio lovers! This week\u2019s #STLR features\u00a0Josh Leyva, co-host of the hit podcast\u00a0LA PLATICA, with his molto bene passione for learning to speak Italian\u2014thanks to\u00a0Babbel! 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\u00a0Babbel! With flawless\u00a0set up\u00a0and\u00a0substantiation, Josh\u00a0Babbels\u00a0his way into Italian. He then takes things a step further with a\u00a0demonstration\u00a0incorporating the language learning platform\u2019s operating\u00a0sonic ID. This personal endorsement and\u00a0execution\u00a0of audio branding offers listeners the true hands-on\u00a0Babbel\u00a0experience. Bravo\u00a0Josh! Parlez vous fran\u00e7ais?\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1423,"title":"Audio\u2019s Rule of Thirds with Rhapsody Voices\u2019s Mike Jensen","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZpmcGx5LeNNTxSWm_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audios-rule-of-thirds-with-rhapsody-voicess-mike-jensen\/","date":"July 17, 2024","description":"We\u2019ve got a jam-packed edition of the Influencer this week, but first, we\u2019d be remiss not to address the attempted assassination of Former President Donald Trump this past weekend.\nWhat 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\u2019s events are the most extreme version of what happens when words send feelings and emotions spiraling out of control. Sometimes we forget that we\u2019re 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.\u00a0\u00a0\u00a0\u00a0\nAs 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 \u201cBrand Safety and Suitability.\u201d 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, \u201clower the temperature in our politics\u201d and focus on progress.\u00a0\nStepping 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\u2014Mike Jensen, CEO of Rhapsody Voices\u2014to chat about the \u201cRules of 3\u201d pertaining to audio and advertising.\u00a0\nAudio is replete with 3\u2019s: First, there\u2019s production: voice-over, sound design, and music. Second, there\u2019s the classic story structure of beginning, middle, and end. Of course third, there\u2019s 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?\u00a0\n\n\u201cWe really want to deliver on the connectivity between the host, the sponsors, and the audience.\u201d\u00a0\n– Mike Jensen, CEO of Rhapsody Voices\n\nMike channels his inner audio advertising guru to come up with 3 takeaways for forging connections with brands to make the host-read ads work.\u00a0\n Authenticity is Key: Authenticity in host-read ads is paramount. A host should be able to demonstrate their genuine connection to the product\u2014otherwise, why are they reading the ad?\u00a0\n Simplicity: For Mike, authenticity goes hand-in-hand with simplicity. For example, if a Starbucks ad has 20 potential value propositions, the host shouldn\u2019t 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.\u00a0\n Clear Call to Action:\u00a0 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\u2019s solid. After all, a read is only as good as the copy presented.\n\nCheck out this Ad Infinitum episode for more valuable insights from these two major players in the audio space. Plus, you won\u2019t want to miss everyone\u2019s favorite segment; the air-check ad ratings!\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4047,"title":"A Look Back at Changes in Audio From the Front Lines; The Beyonce Effect; The New Talk Radio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-190224.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-look-back-at-changes-in-audio-from-the-front-lines-the-beyonce-effect-the-new-talk-radio\/","date":"July 10, 2024","description":"Oxford Road\u2019s 11th anniversary has just passed and we can\u2019t help but feel nostalgic this week.\nOn that note, this week\u2019s 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\u2019s \u2018middle children\u2019\u2014folks 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.\n\u201cHow 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?\u201d –\u00a0Dan Granger, CEO and Founder of Oxford Road\nHere are just a few highlights from our special MRT 11th Anniversary Edition:\nIncreased Ad Load \u2696\ufe0f – 5 years ago, the number of podcast ads were nowhere near terrestrial radio ad levels. But now, in some cases, we\u2019re 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\u2019s preferences. Keeping in mind the cautionary tale of FM radio, it matters how listeners feel about ad quality and frequency in their audio choices.\nTreading 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.\nGrowth Always, Even if it Hurts – That\u2019s our mantra. It\u2019s our guiding principle at Oxford Road and has delivered us through the uncertainty of the always transforming industry over the past 5 years\u2014not to mention the 11 years we\u2019ve 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\u2019re excited to keep on growing.\nTo understand more about the present through history\u2019s lens, research the full episode via the link below. \u2b07\ufe0f\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nCan I Be Frank with You?\nNetwork:\u00a0Spreaker\u00a0\/ Monthly Downloads: 20k \/\u00a0Current Civility Score: Pending\nAs 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\u00a0Kim Scott, Jason Rosoff & Amy Sandler,\u00a0Radical Candor\u00a0believes you should love what you do and who you are. While nearly\u00a0half of Americans\u00a0say 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\u2019s high performers. Give it to us straight\u2014and please click below for more information.\nGet The Deal\n\nSay Yes to NOW\nNetwork:\u00a0Crossover Media Group\u00a0\/ Monthly Downloads: 10k\u00a0\/\u00a0Current Civility Score: Pending\nStaying in our current lane of self-fulfillment, we bring you a vibrant new podcast from\u00a0Crossover Media Group.\u00a0Hosted by\u00a0Pose\u00a0actress\u00a0Angelica 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.\u00a0If you want to be part of the here and now click the link below.\nGet The Deal\n\nIn Case You Missed It\nHas Beyonc\u00e9 Changed the Face of Country?\nFollowing the release of Beyonc\u00e9\u2019s Cowboy Carter\u00a0album, 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.\u00a0Shaboozey\u2019s\u00a0A Bar Song (Tipsy)\u00a0hitting No. 1 on both the Hot 100 and Hot Country\u00a0charts, making him the first Black Artist to achieve such a feat. Despite many articles citing the opposite, radio is not dead, it\u2019s just reinventing itself.\nRead More\nLet\u2019s Talk\nWe\u2019ve 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\u2019s Share of Ear\u00ae 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.\nRead More\nSaving Live Reads is Our Religion\nPodscribe\u2019s 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\u00a0Podscribe, we know which podcast genres have the highest share of host-read advertising. Pay attention to\u00a0Podscribe, as they grow, they are unearthing some very important insights that may increase your performance in podcasts.\nRead More\n\n#SaveTheLiveReads\nHellooo Diapers for \u201cBarely Famous\u201d\nKail Lowry\u00a0has learned a LOT from her experience as a teen mom. Originally reigning from stardom on MTV\u2019s\u00a0Teen Mom 2, she now hosts\u00a0Barely Famous, a podcast facilitating raw and realistic tales of life shared among featured show guests. It\u2019s no surprise that Kail\u2019s a perfect match for\u00a0Hello Bello, the diaper subscription service offering \u2018premium for all because every baby deserves the best.\u2019 In this episode, Kail and her guest Kristen dive into an engaging pool of\u00a0substantiation\u00a0for\u00a0Hello Bello. This\u00a0clever\u00a0pairing of host and client showcases how to successfully reach and\u00a0influence\u00a0an audience. Along with Kail\u2019s previous popularity on MTV, she\u2019s gaining enduring fandom in the podcast space. As a devoted\u00a0Hello Bello\u00a0customer, and now the mother of 7,\u00a0Kail Lowry\u00a0exudes a genuine bond of trust with her listeners. And as a highly-rated podcast,\u00a0Barely Famous\u00a0holds the key to substantial\u00a0performance\u00a0as a sponsor for\u00a0Hello Bello.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1433,"title":"Halfway to History: Oxford Road's 11-Year Journey","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zo8qDh5LeNNTxAt8_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-roads-11th-anniversary-has-just-passed-and\/","date":"July 10, 2024","description":"Oxford Road\u2019s 11th anniversary has just passed and we can\u2019t help but feel nostalgic this week.\u00a0\nOn that note, this week\u2019s 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\u2019s \u2018middle children\u2019\u2014folks 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.\u00a0\n\n\u201cHow 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?\u201d\u00a0\n\nDan Granger, CEO and Founder of Oxford Road\n\nHere are just a few highlights from our special MRT 11th Anniversary Edition:\nIncreased Ad Load \u2696\ufe0f – 5 years ago, the number of podcast ads were nowhere near terrestrial radio ad levels. But now, in some cases, we\u2019re 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\u2019s preferences. Keeping in mind the cautionary tale of FM radio, it matters how listeners feel about ad quality and frequency in their audio choices.\nTreading 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.\u00a0\nGrowth Always, Even if it Hurts – That\u2019s our mantra. It\u2019s our guiding principle at Oxford Road and has delivered us through the uncertainty of the always transforming industry over the past 5 years\u2014not to mention the 11 years we\u2019ve 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\u2019re excited to keep on growing.\n\nTo understand more about the present through history\u2019s lens, research the full episode via the link below. \u2b07\ufe0f\u00a0\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1436,"title":"The Podfather: Adam Curry Reflects on 20 Years of Podcasting","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZoYMdh5LeNNTwxpQ_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-podfather-adam-curry-reflects-on-20-years-of-podcasting\/","date":"July 4, 2024","description":"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\u2019ll 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\u2019s mostly true, but this week\u2019s Media Roundtable guest is the OG who truly paved the way.\u00a0\nAdam Curry (MTV VJ and host of No Agenda) is known in the industry as \u201cthe Podfather,\u201d because he, along with programmer Dave Winer, are deemed inventors of the medium. Listen to Adam\u2019s journey from radio pirate to MTV host, to literally creating the podcast industry we find ourselves immersed in today.\nNeedless to say, the conversation on this week\u2019s episode covers a wide range of topics, from the peculiarity of last week\u2019s presidential debate to the evolving definition of \u201cpodcast,\u201d and literally everything in between.\u00a0\n\n\u201cWhy am I in podcasting? Because I\u2019m a pirate radio broadcaster. Because I want to share something with my audience.\u201d\u00a0\n\nAdam Curry, Podcast Founder, MTV VJ & Host of No Agenda\n\nHere are just a few of the highlights from our 4th of July week MRT Special Edition:\u00a0\n\nSelling Spring Break \u2013 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\u2019s ad landscape. Adam\u2019s 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.\u00a0\nPioneering the World Wide Web \u2013 Back in \u201895, Adam Curry was developing websites in \u201cSilicon Alley.\u201d 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\u2019t there to support it. All that changed when he came upon the first iPod, everything clicked. It wasn\u2019t a jukebox\u2014no, it was more like a radio receiver. Thus, the concept of podcast was born. So, what do we make of this? Don\u2019t be afraid to be nerdy. Push the envelope. Don\u2019t try to catch up to tech\u2014let it catch up to you.\u00a0\nThe Valor of Local Programming \ufe0f \u2013 We\u2019re all here because we know audio is a powerful format. It\u2019s 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\u2019t necessarily be exclusive to entertainment, nor should it be reserved for creators with massive, national or international followings. Adam Curry\u2019s 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.\u00a0\n\nTake it from us: You won\u2019t want to miss this MRT. Hear the full episode by tuning into the links below.\u00a0\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4050,"title":"Happy Independence Day; The Inventor of Podcast, Former MTV VJ, and Champion of Independence, \u201cPodfather\u201d Adam Curry Joins the MRT","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-191239.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/happy-independence-day-the-inventor-of-podcast-former-mtv-vj-and-champion-of-independence-podfather-adam-curry-joins-the-mrt\/","date":"July 3, 2024","description":"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\u2019ll 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\u2019s mostly true, but this week\u2019s Media Roundtable guest is the OG who truly paved the way.\nAdam Curry (MTV VJ and host of No Agenda) is known in the industry as \u201cthe Podfather,\u201d because he, along with programmer Dave Winer, are deemed inventors of the medium. Listen to Adam\u2019s journey from radio pirate to MTV host, to literally creating the podcast industry we find ourselves immersed in today.\nNeedless to say, the conversation on this week\u2019s episode covers a wide range of topics, from the peculiarity of last week\u2019s presidential debate to the evolving definition of \u201cpodcast,\u201d and literally everything in between.\n\u201cWhy am I in podcasting? Because I\u2019m a pirate radio broadcaster. Because I want to share something with my audience.\u201d – Adam Curry, Podcast Founder, MTV VJ & Host of No Agenda\nHere are just a few of the highlights from our 4th of July week MRT Special Edition:\nSelling Spring Break \u2013 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\u2019s ad landscape. Adam\u2019s 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.\nPioneering the World Wide Web \u2013 Back in \u201895, Adam Curry was developing websites in \u201cSilicon Alley.\u201d 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\u2019t there to support it. All that changed when he came upon the first iPod, everything clicked. It wasn\u2019t a jukebox\u2014no, it was more like a radio receiver. Thus, the concept of podcast was born. So, what do we make of this? Don\u2019t be afraid to be nerdy. Push the envelope. Don\u2019t try to catch up to tech\u2014let it catch up to you.\nThe Valor of Local Programming \ufe0f \u2013 We\u2019re all here because we know audio is a powerful format. It\u2019s 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\u2019t necessarily be exclusive to entertainment, nor should it be reserved for creators with massive, national or international followings. Adam Curry\u2019s 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.\nTake it from us: You won\u2019t want to miss this MRT. Hear the full episode by tuning into the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nAnd a Klaatu Barada Nikto to You\nNetwork:\u00a0Turpentine\u00a0\/ Monthly Downloads: 12k \/\u00a0Current Civility Score:\u00a0 100, HIGH\nAs we shuttle off for our 4th of July holiday week, the Influencer offers two enticing classifieds, once you\u2019re 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\u2019s emerging prowess. That\u2019s where\u00a0The AI Daily Brief\u00a0comes 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;\u00a0OpenAI,\u00a0Meta, and\u00a0Nvidia\u00a0on topics of music production, politics, tech, and finance.\u00a0This 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\u2019s no danger Will Robinson, just a link you can engage to learn more.\nGet The Deal\n\nRidin\u2019 the Train with Matt & Shane\nNetwork:\u00a0Audioboom\u00a0\/ Monthly Downloads:\u00a0 800k \/\u00a0Current Civility Score:\u00a064, MEDIUM\nOur second high-performer is not for advertisers\u2019 faint of heart. Wild, chaotic, messy, and always hilarious,\u00a0Matt and Shane’s Secret Podcast\u00a0is a rising opportunity that plays by its own rules.\u00a0Shane Gillis\u00a0has seen a meteoric rise in popularity with the release of his\u00a0comedy special,\u00a0SNL appearance, and new\u00a0Netflix sitcom.\u00a0Matt McCusker\u00a0is a stand-up comic who often proves to be the yin to Gillis\u2019 yang. Together, they elevate guest interviews with cultural critique\u2014righting 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.\nGet The Deal\n\nIn Case You Missed It\nDon\u2019t Let Podcast Grow Up to Be Radio\nFM 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\u2019t disrupt the listening experience. This is a good reminder that podcast\u2019s 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\u00a0data shows a shift toward subscription-based listening: in 2015, 90% of audio was ad-supported, today it\u2019s closer to 70%. The industry must be cautious about overcrowding podcasts with ads to avoid disruption.\nRead More\nPodcast, Vodcast, or maybe Vidcast\nAdam Curry shares his thoughts in this week\u2019s MRT episode; what do we call podcasts with a video component? Edison Podcast Metrics\u00a0reveals that 79% of weekly podcast listeners in the U.S. have consumed a \u2018video podcast\u2019 \u2013 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\u2019s Influencer, you\u2019ll know the definition of podcast is changing. Case in point,\u00a0Spotify\u00a0just announced they\u2019ve 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\u2019t let the inherent challenges in measurement dissuade you from testing; we\u2019ve got a solution already in place. Reach out to us here at\u00a0Oxford Road\u00a0to learn more.\nRead More\nFrom Text to Talk\nElevenLabs, 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\u2019s 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…\nRead More\n\n#SaveTheLiveReads\nJim Rome Gets Moinked\nThis 4th of July week, we\u2019re grilling up Jim Rome\u2019s tasty live read for\u00a0Moink! On his podcast,\u00a0The Jim Rome Show, Jim is sizzling hot with his personal take on the ad copy provided by our\u00a0Oxford Road\u00a0Creative Team, in collaboration with\u00a0Moink. Rome elaborates on the evolving story behind this unrivaled meat subscription company run by 8th generation family farmer\u00a0Lucinda Cramsey. The\u00a0history\u00a0behind\u00a0Moink\u00a0is just as relevant as their mission for those who value sustainability, and care about the love and attention that goes into all of\u00a0Moink\u2019s products. Jim Rome\u2019s warm in-depth\u00a0Moink\u00a0read evokes great appreciation for the family farm through the generations.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4054,"title":"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","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-02-193024.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/double-dose-of-mrt-unpacking-cannes-lions-2024-how-to-make-your-brand-stand-out-sonically\/","date":"June 26, 2024","description":"You\u2019re in for a treat this week, CAOs! We\u2019re airing not one but two\u2014count \u2018em, two \u270c\ufe0f\u2014special episodes of the\u00a0Media Roundtable!\nFirst, if you missed out on\u00a0Cannes Lions 2024, we have you covered.\u00a0Dan Granger\u00a0(CEO & Founder,\u00a0Oxford Road) jumped in the booth at Spotify\u2019s Podcast Studio at Cannes to talk with\u00a0Conor McKenna\u00a0(Partner,\u00a0LUMA).\nTogether, they channel all the excitement and buzz from the festival into an engaging conversation, packed with insights from their week on the Riviera. We\u2019re 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\u2019s a teaser:\n\nRethinking Creativity at Cannes\u00a0\ud83e\udd14:\u00a0People familiar with\u00a0David Ogilvy\u00a0may remember his famous quote; \u201cCreativity is the most dangerous word in the lexicon of advertising.\u201d While creativity and originality might not be the only elements bringing in revenue, they\u2019re a HUGE part of the equation for crafting meaningful ads. Dan and Conor discuss the merits of creativity in marketing coming off of\u00a0Cannes Lions International Festival of Creativity 2024\u00a0and dive deep into why it\u2019s at the heart of any strong ad campaign.\nSurviving, Reviving and Thriving\u00a0\ud83d\udcc8:\u00a0Conor shares his insights from LUMA\u2019s recent\u00a0State of Digital\u00a0presentation, breaking them down in detail on the pod\u2014 TL;DR 2023 was a year of layoffs where many brands prioritized tech over people. In that context, 2023 was about\u00a0Surviving. 2024 is about\u00a0Reviving. And 2025 will be about\u00a0Thriving.\nPodcasters are Creators\u2014Not Brands\u00a0\ud83e\uddd1\u200d\ud83c\udfa8:\u00a0When we think about monetizing audio, especially in podcasts, it\u2019s 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\u2014even though we don\u2019t hear ad breaks in the middle of a Beyonc\u00e9 album. Podcast ads need to recognize and fit into the creative angle of the medium and the host.\n\nListen to the full episode here, to hear audio advertising insights you won\u2019t find anywhere else.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\n \nNext, 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!\n\u201c[With a show like YAP] a podcaster is talking to your exact target audience.\u201d – Hala Taha (CEO & Founder, YAP Media)\nThese two Advertising Pros reveal their deepest secrets to making B2B podcasts more effective by resonating with show content. Hala\u2019s insider tips?\n\nKnow 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\u2019s offerings, to their price points and workflow. Beyond that, she knows how to talk about the product in a way that turns her listeners\u2014usually other entrepreneurs\u2014into customers.\nBe a storyteller : Hala\u2019s ads always tell a story. She wants them to be entertaining and funny\u2014yes, funny! She isn\u2019t afraid to bring in her own personal life tales to enliven the ad read and dissuade listeners from hitting that skip button.\nBe a broken record : Often, host-read ads don\u2019t mention the brand they\u2019re advertising for until the very end of the ad. Don\u2019t be that host. Figure out a way to mention the brand early and often, no matter how short the ad is.\n\nListen 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!\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nA Diary Worth Reading for CAOs\nNetwork:\u00a0Steven Bartlett LTD\u00a0\/ Monthly Downloads: 1.8m \/\u00a0Current Civility Score:\u00a098, HIGH CIVILITY\nWe all know the pond we look across is a much larger ocean, yet UK podcasts easily make the journey. This week we\u2019re featuring two selections that have widespread appeal in the US, while being thoroughly British.Steven Bartlett\u00a0has proved to be a strong bridge between the two markets with his wildly popular podcast\u00a0The Diary Of A CEO.\u00a0 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.\nGet The Deal\n\nJust for ShxtsNGigs\nNetwork: Acast\u00a0\/ Monthly Downloads: 613k\u00a0\/\u00a0Current Civility Score: 69, MEDIUM\nNo one can really get you ROTFL like your oldest friends. This is the simple yet effective premise behind\u00a0ShxtsNGigs, a podcast co-hosted by longtime best friends\u00a0James Duncan\u00a0and\u00a0Fuhad Dawodu. Often cited as the UK equivalent of\u00a0The 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.\nThe 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.\nGet The Deal\n\nIn Case You Missed It\nForget the UEFA European Championship. This is the UK News You Need\nThe Radio Joint Audience Research, or RAJAR, has released its RAJAR\u2019s Audio Survey \u2018MIDAS\u2019 Spring 2024\u00a0report 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\u201324 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.\nRead More\nWondery’s Plan for History Buffs\nWondery is launching History Tellers, a new brand focused on history podcasts, live events, and publishing. It debuts with the historical fiction series Unsinkable\u00a0and new seasons of\u00a0American\u00a0History Tellers\u00a0and\u00a0Legacy. 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\u2014this could be a unique opportunity to engage your audience in a new way.\nRead More\nX Launches New Kardashian Podcast\nJust when we thought we had enough Kardashian in our lives, Elon Musk\u2019s X announces a partnership with Khlo\u00e9 Kardashian for a 26-episode video podcast debuting this fall, blending humor and relatability (because if the Kardashians are anything, they\u2019re relatable, right!?). It\u2019s part of X\u2019s \u201cOriginals on \u201cX\u201d initiative.\u201d Kardashian adds this statement; \u201cI have a genuine curiosity about so many topics and I try to see the positive in everything. I can\u2019t wait to explore, listen, and learn through this exciting journey. Thank you X for taking this ride with me.\u201d Call us nerds, but the most interesting part of this revelation, besides the fact that it\u2019s 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 \u201ca video recording that I watch on an app\u201d has doubled in just two years.\nRead More\n\n#SaveTheLiveReads\nMaximizing Influence with Kendall Rae\nA 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\u00a0Kendall Rae.\u00a0Taking a quick break from her podcast\u00a0True Crime with Kendall Rae, she delivers an outstanding recommendation for\u00a0Zocdoc, advocating for good health among her audience. Kendall delivers compelling\u00a0substantiation\u00a0for the trust she\u2019s established with the docs she found on\u00a0Zocdoc.\u00a0 Her earnest demeanor is comforting to listeners and exudes professionalism when it comes to the art of searching for a new doctor. Our\u00a0Oxford Road\u00a0team diligently and successfully matched\u00a0Zocdoc\u00a0with\u00a0Kendall Rae\u00a0in an effort to maximize the greatest possible\u00a0influence\u00a0and\u00a0performance.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nA Case for Sonic Branding\nWhy is sonic branding essential for your AV projects? Our very own VP of Creative Services,\u200b\u200b\u00a0Stew Redwine\u00a0was recently featured on the\u00a0AV123\u00a0podcast to bring you up to speed. Stew and host,\u00a0Carel Cronje\u00a0dive into the in\u2019s 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\u2019re a CAO toying with the idea of creating a sonic identity for your brand, this is the starting line.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1437,"title":"Ad Infinitum: S2E5 - Sound Business is Sound Business with Hala Taha","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZoYImR5LeNNTwxpE_ad.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e5-sound-business-is-sound-business-with-hala-taha\/","date":"June 26, 2024","description":"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!\n\n\u201c[With a show like YAP] a podcaster is talking to your exact target audience.\u201d\nHala Taha (CEO & Founder, YAP Media)\n\nThese two Advertising Pros reveal their deepest secrets to making B2B podcasts more effective by resonating with show content. Hala\u2019s insider tips?\u00a0\n\nKnow 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\u2019s offerings, to their price points and workflow. Beyond that, she knows how to talk about the product in a way that turns her listeners\u2014usually other entrepreneurs\u2014into customers.\u00a0\nBe a storyteller : Hala\u2019s ads always tell a story. She wants them to be entertaining and funny\u2014yes, funny! She isn\u2019t afraid to bring in her own personal life tales to enliven the ad read and dissuade listeners from hitting that skip button.\u00a0\nBe a broken record : Often, host-read ads don\u2019t mention the brand they\u2019re advertising for until the very end of the ad. Don\u2019t be that host. Figure out a way to mention the brand early and often, no matter how short the ad is.\u00a0\n\nListen 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!\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1434,"title":"Live from Cannes: The State of Digital Media with LUMA\u2019s Conor McKenna","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZoYHbh5LeNNTwxow_cannnes.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-cannes-the-state-of-digital-media-with-lumas-conor-mckenna\/","date":"June 26, 2024","description":"You\u2019re in for a treat this week, CAOs! We\u2019re airing not one but two\u2014count \u2018em, two \u270c\ufe0f\u2014special episodes of the Media Roundtable!\u00a0\nFirst, if you missed out on Cannes Lions 2024, we have you covered. Dan Granger (CEO & Founder, Oxford Road) jumped in the booth at Spotify\u2019s Podcast Studio at Cannes to talk with Conor McKenna (Partner, LUMA).\u00a0\nTogether, they channel all the excitement and buzz from the festival into an engaging conversation, packed with insights from their week on the Riviera. We\u2019re 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\u2019s a teaser:\u00a0\n\nRethinking Creativity at Cannes : People familiar with David Ogilvy may remember his famous quote; \u201cCreativity is the most dangerous word in the lexicon of advertising.\u201d While creativity and originality might not be the only elements bringing in revenue, they\u2019re 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\u2019s at the heart of any strong ad campaign.\u00a0\nSurviving, Reviving and Thriving : Conor shares his insights from LUMA\u2019s recent State of Digital presentation, breaking them down in detail on the pod\u2014 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.\u00a0\nPodcasters are Creators\u2014Not Brands \u200d : When we think about monetizing audio, especially in podcasts, it\u2019s 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\u2014even though we don\u2019t hear ad breaks in the middle of a Beyonc\u00e9 album. Podcast ads need to recognize and fit into the creative angle of the medium and the host.\u00a0\n\nListen to the full episode here, to hear audio advertising insights you won\u2019t find anywhere else.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4060,"title":"Anticipating Audio\u2019s Future with a Look to the Past; Pod Listeners Don\u2019t Mind the Ads (mostly); Podcast Reaches The Side Hustlers; Daytime = Primetime","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-111606.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/anticipating-audios-future-with-a-look-to-the-past-pod-listeners-dont-mind-the-ads-mostly-podcast-reaches-the-side-hustlers-daytime-primetime\/","date":"June 19, 2024","description":"The Media Roundtable is back! This week we\u2019re looking into the present through the lens of history.\nDan 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.)\nTogether, they discuss our messy past, uncertain futures, and everything in between. Let\u2019s dig in.\n\u201cWhen we think of AI, it is a forward and a backward-looking question. \u2018What’s going to happen?\u2019 We don’t know. \u2018Have we ever not known before?\u2019 Well, every day of our history, we’ve not known. So there’s the lesson.\u201d –\u00a0Lindsay Graham (CEO & Founder, Airship)\nAI\u2019s Precedent – AI sure seems like an unprecedented shift in our world, so it helps to remember our past. The Printing Press, Radio, The Internet\u2026 These were massive influences in our world as well. That\u2019s not to say AI isn\u2019t 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.\nEfficiency vs. Effectiveness – Podcasts are no stranger to change either. A big shift we\u2019re following: the shift from live reads towards programmatic. It\u2019s no surprise that we love live reads, and we\u2019re hoping CAOs balance the benefits of the efficient programmatic ads with the effectiveness of live reads. That way a host like Lindsay doesn\u2019t have to voice every ad, while delivering that deep connection with his audience, as some topics demand.\nUnsafe 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\u2019t leave history behind. Check the history shows\u2019 Civility Score and give them a test if it matches your target audience.\nTo understand more of the present through history\u2019s lessons, research the full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nWe Want S\u2019More of This\nNetwork:\u00a0The Roost\u00a0\/ Monthly Downloads: 40k \/\u00a0Current Civility Score:\u00a0 66, MEDIUM CIVILITY\nThis week, as we commemorate and celebrate Juneteenth,\u00a0The Influencer\u00a0is participating with two classifieds highlighting exceptional podcasts hosted by popular Black American influencers.\u00a0Double Toasted\u00a0is the brainchild of\u00a0Korey Coleman, a former animator gaining online fandom with his bold opinions and humorous rhetoric. He\u2019s often joined by fellow creators\u00a0Martin Thomas, Oz Green, and the Double Toasted crew, creating a round table for conversations that aren\u2019t 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\u2019m not one for long speeches, so please see below for more details.\nGet The Deal\n\nAFBG is FIMH IMHO\nNetwork:\u00a0RedCircle Technologies\u00a0\/ Monthly Downloads: 112k\nIn a boundless landscape of multi-hyphenates, it\u2019s difficult to acknowledge hard work but Tyra the Creator\u00a0is 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nTune In or Skip?\nSounds Profitable\u00a0has 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!\nRead More\nEveryday I\u2019m Hustlin\u2019\nOver recent years, Signal Hill Insights\u00a0has 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\u2019re a B2B advertiser and think side hustlers aren\u2019t 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:\u00a0Oxford Road!\nRead More\nDaytime: Audio\u2019s New Primetime?\nPrimetime 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\u00a0recent 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\u2019t be afraid of that 6a-7p rotator; you\u2019ll get the drive times & the \u201cbetter than you\u2019d think\u201d middays for less.\nRead More\n\n#SaveTheLiveReads\n\nDouble Toasted Does MasterClass!\nListeners are in for a double treat this week from the\u00a0Double Toasted Podcast! Through the strategic use of substantiation, host\u00a0Korey Coleman\u00a0lays out a 5-minute recommendation for\u00a0MasterClass. Seems he has a passion for learning new cooking skills from\u00a0Gordon Ramsay, an interest in\u00a0Mark Cuban‘s\u00a0business entrepreneurship class, and more!! Korey\u2019s uniquely infectious personality results in a captivating\u00a0performance, holding audience attention throughout. One of the standout moments from this\u00a0personal endorsement\u00a0comes at the end of Korey\u2019s read, affirming why he\u2019ll be keeping his\u00a0MasterClass\u00a0membership!! Thanks to guidance from\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122, this live read scores an \u201cA\u201d for\u00a0MasterClass.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1427,"title":"Then and Now - From Past Elections to our AI present with History Podcaster Lindsay Graham","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZnIov5m069VX13K9_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/then-and-now-from-past-elections-to-our-ai-present-with-history-podcaster-lindsay-graham\/","date":"June 19, 2024","description":"The Media Roundtable is back! This week we\u2019re looking into the present through the lens of history.\nDan 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.)\u00a0\nTogether, they discuss our messy past, uncertain futures, and everything in between. Let\u2019s dig in.\n\n\u201cWhen we think of AI, it is a forward and a backward-looking question. \u2018What’s going to happen?\u2019 We don’t know. \u2018Have we ever not known before?\u2019 Well, every day of our history, we’ve not known. So there’s the lesson.\u201d\n\nLindsay Graham (CEO & Founder, Airship)\n\nAI\u2019s Precedent – AI sure seems like an unprecedented shift in our world, so it helps to remember our past. The Printing Press, Radio, The Internet\u2026 These were massive influences in our world as well. That\u2019s not to say AI isn\u2019t 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.\nEfficiency vs. Effectiveness – Podcasts are no stranger to change either. A big shift we\u2019re following: the shift from live reads towards programmatic. It\u2019s no surprise that we love live reads, and we\u2019re hoping CAOs balance the benefits of the efficient programmatic ads with the effectiveness of live reads. That way a host like Lindsay doesn\u2019t have to voice every ad, while delivering that deep connection with his audience, as some topics demand.\nUnsafe 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\u2019t leave history behind. Check the history shows\u2019 Civility Score and give them a test if it matches your target audience.\n\nTo understand more of the present through history\u2019s lessons, research the full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4063,"title":"What Brands Really Want From Audio w\/ MasterClass & Indeed; How Dynamic Ads Are Driving Digital Audio Growth; Why P&G Returned to Audio Advertising","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-112213.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-brands-really-want-from-audio-w-masterclass-how-dynamic-ads-are-driving-digital-audio-growth-why-pg-returned-to-audio-advertising\/","date":"June 12, 2024","description":"The Media Roundtable is back! This week we\u2019re conversing with two extremely successful Chief Audio Officers to answer the key question:\n\u201cWhat do brands want?\u201d\nAt 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\u2019re curating all their insights (and changes they\u2019re hoping for) and bringing them straight to you.\nWe\u2019re talking brand safety, testing in the age of efficiency, audio\u2019s role in your media mix, and more. Let\u2019s get started.\n\u201cRather than trying to throw brands in at the deep end of the pool, how do we build them a staircase?\u201d –\u00a0Dan Granger (CEO & Founder, Oxford Road)\nCheaper Tests – We\u2019re 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.\nBrand Risks=Channel Risks – If a brand catches heat for sponsoring a controversial episode, the conversation isn\u2019t: \u201cShould we stop supporting that show?\u201d It\u2019s \u201cShould we stop advertising on podcasts?\u201d CAOs like Kezia have to protect the whole buy every time there\u2019s a controversy. Her ask? For creators to be more mindful about their content, especially when big brands are supporting their shows. (Plug for Seekr\u2019s civility score, which gives us a brand safety nutrition label, so brands know in advance what\u2019s under the hood.)\nAlways 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\u2019s 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.\n\nThese 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThe Mind is a Terrible Thing to Waste\nNetwork:\u00a0QCode \/ Monthly Downloads: 100k \/\u00a0Current Civility Score: 79, HIGH CIVILITY\nWe\u2019ve made it to the second week of June, which means we\u2019re smack dab in the middle of\u00a0Pride Month. This week\u2019s classifieds aim to elevate\u00a0LGBTQIA+\u00a0voices and diversify your current media planning. Our first selection\u2019s hosts are\u00a0Se\u00e1n McLoughlin\u00a0(jacksepticeye) and\u00a0Ethan Nestor. Together, they\u2019ve 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\u00a0is 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\u2019s 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\u2019d like to be one of them,\u00a0 just click the link below for more.\nGet The Deal\n\nI Feel Pretty, and Witty, and Gay\nNetwork:\u00a0Studio 71\u00a0\/ Monthly Downloads: 232k \/\u00a0Current Civility Score:\u00a0 65, MEDIUM CIVILITY\nIt\u2019s been said that no one knows us better than our families, and\u00a0Louie\u00a0&\u00a0Yoatzi Castro\u00a0ardently 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\u2019s overall vibe is bouncy, light, and frothy. It\u2019s extremely easy to sit back, with feet up, and nod along, even when the hosts themselves aren\u2019t 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\u2019re\u00a0Pretty, And Smart. Prove us right by indulging the link below.\nGet The Deal\n\nIn Case You Missed It\nP&G Answers Audio\u2019s Most Important Q\u2019s\nJohn Fix, formerly of Procter & Gamble, shares the basis of a\u00a05-Question Framework\u00a0applied 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.\nRead More\nSpotify Chases Video\nSpotify now lets you upload videos for podcasts not hosted on its platform, storing those videos on Spotify\u2019s servers. This feature, partially rolled out last week, means\u00a0plays\u00a0won’t appear on your podcast host\u2019s 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\u2019s a tall order to compete with YouTube. It’s a\u00a0miss\u00a0for Spotify to\u00a0not\u00a0give visibility to analytics for video. Providing video analytics would be a BIG win for creators and advertisers.\nRead More\nDynamic Ads Driving Growth for QSRs and Retailers\nQSRs (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\u2019s worth taking note of these findings, given the importance of advertising in driving traffic for retailers and QSRs.\nRead More\n\n#SaveTheLiveReads\nJon Stewart + One Platform = NetSuite by Oracle!\nJon Stewart\u00a0has upped his game with Comedy Central by bringing a weekly audio show to your earbuds. This week we\u2019re showcasing one of his first ads on the program, with his stellar recommendation of\u00a0NetSuite\u00a0by Oracle. His recent live read on\u00a0The Weekly Show\u00a0brings the factual stats and attributes of the #1 ERP cloud system into\u00a0technicolor, thanks to his persuasive charm and positive energy. Stewart exudes super power abilities in his\u00a0setup, delivering an ad that captures and holds audience attention. Plus, he includes a vivid\u00a0description\u00a0of a universal business problem that has a simple solution\u2013\u00a0NetSuite, of course!\u00a0The Weekly Show\u00a0listeners already know\u00a0Jon Stewart\u00a0is funny and witty, but they also know he\u2019s 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.!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1431,"title":"What Brands Want From Audio with Robbie Giles of MasterClass and Kezia Koo of Indeed","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZnIm75m069VX13Kj_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-brands-want-from-audio-with-robbie-giles-of-masterclass-and-kezia-koo-of-indeed\/","date":"June 12, 2024","description":"The Media Roundtable is back! This week we\u2019re conversing with two extremely successful Chief Audio Officers to answer the key question:\n\u201cWhat do brands want?\u201d\nAt 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\u2019re curating all their insights (and changes they\u2019re hoping for) and bringing them straight to you.\nWe\u2019re talking brand safety, testing in the age of efficiency, audio\u2019s role in your media mix, and more. Let\u2019s get started.\n\n\u201cRather than trying to throw brands in at the deep end of the pool, how do we build them a staircase?\u201d\n\nDan Granger (CEO & Founder, Oxford Road)\n\nCheaper Tests – We\u2019re 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.\nBrand Risks=Channel Risks – If a brand catches heat for sponsoring a controversial episode, the conversation isn\u2019t: \u201cShould we stop supporting that show?\u201d It\u2019s \u201cShould we stop advertising on podcasts?\u201d CAOs like Kezia have to protect the whole buy every time there\u2019s a controversy. Her ask? For creators to be more mindful about their content, especially when big brands are supporting their shows. (Plug for Seekr\u2019s civility score, which gives us a brand safety nutrition label, so brands know in advance what\u2019s under the hood.)\nAlways 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\u2019s 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.\n\nThese 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4066,"title":"Missed London\u2019s \u201cPodcast Show\u201d? The MRT Has Your Definitive Recap; International Podcasts You Should Be Considering; Is Radio Worth it in 2024?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-113001.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/missed-londons-podcast-show-the-mrt-has-your-definitive-recap-international-podcasts-you-should-be-considering-is-radio-worth-it-in-2024\/","date":"June 5, 2024","description":"The Media Roundtable is back! This week we\u2019re recapping our whirlwind adventures at the 3rd International Podcast Show in London. If you missed out, we\u2019re here to ease your FOMO (and hopefully inspire you to make the trip across the pond next year).\nSteven 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.\nThe team is talking: US & International markets, the future of international audio, lessons for stateside events, navigating nuances, and more. Let\u2019s jump in.\n\u201cIt just takes a little bit of bravery, but also just understanding the nature of the medium, and how powerful it can be.\u201d –\u00a0Amelia Coomber (Head of Marketing and Growth, Podscribe)\nDifferent 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 )\nThe 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\u2019s words: \u201cThese markets are still sort of building the groundwork, and I think there’s a real opportunity to be a part of shaping the future.\u201d\nCompact & 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.\nFor 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\u2019s events on their site (at a discount). But, if you\u2019re 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nNon-Repeaters Try and Learn Their History\nNetwork:\u00a0Adelicious\u00a0\/ Monthly Downloads: 540k \/\u00a0Civility Score: 100, HIGH CIVILITY\nThough the US podcast market is the\u00a0largest in the world, many advertisers are looking elsewhere for their next top performers. This week\u2019s classifieds are happy to provide some suggestions, and we start with the land of Union Jacks, lorries, and lifts: the UK.\u00a0Adelicious\u00a0is a prevalent publisher with brand safe options in genres such as; Kids & Family, History, News, and Education. Their premier podcast,\u00a0Short History Of\u2026, is a weekly offering that takes a single historical topic, giving it an hour dissection of topline details for an easier, pleasing listening experience.\nThe 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.\nGet The Deal\n\n\u00a1Y Acci\u00f3n!\nNetwork: Genuina Media\u00a0\/ Monthly Downloads: 10k \/\u00a0Civility Score: 95, HIGH CIVILITY\nOur next selection comes from a network that fully produces and sells in the Mexican podcast marketplace. From\u00a0Genuina Media\u00a0comes\u00a0La Cinemafia, a simulcast Gen Z targeted show that covers the entire spectrum of cinema. Hosted by Pamela Cort\u00e9s 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\u00a0Carlos Camacho,\u00a0Puly Films, and actor\u00a0Arturo 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.\nGet The Deal\n\nIn Case You Missed It\nMagellan AI Dives Into Podcast Trends\nMagellan AI’s presentation from The Podcast Show\u00a0is 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.\nRead More\nThe Trade Desk Turns Up the Volume on Audio\nThe 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.\nRead More\nSXM Challenges Radio’s Relevance\nTraditional 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.\nRead More\n\n#SaveTheLiveReads\nPutting the\u00a0Cha Ching\u00a0in Crime Salad!\nThis week in audio land, we offer up an engaging live read from\u00a0Ashley\u00a0and\u00a0Ricky, hosts of the true crime podcast,\u00a0Crime 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\u00a0sets up\u00a0for listeners, once things got rolling, their NEED to find a viable marketing venture for\u00a0growth and innovation\u00a0became high priority! Enter\u00a0Shopify! With clever\u00a0substantiation, Ashley demonstrates the ease of setting up their\u00a0Crime Salad Merch shop, thanks to\u00a0Shopify.\u00a0Cha Ching!\u00a0Her in-depth description of their \u201cuser friendly, customizable, and seamless experience,\u201d establishes effective brand collaboration, making\u00a0Crime Salad\u00a0an excellent\u00a0partner in crime\u00a0for\u00a0Shopify\u00a0and for others seeking this type of integration.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1429,"title":"The International Podcast Show Recap - Lessons from London with James Cridland and Amelia Coomber","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZmDYL5m069VX1fno_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-international-podcast-show-recap-lessons-from-london-with-james-cridland-and-amelia-coomber\/","date":"June 5, 2024","description":"The Media Roundtable is back! This week we\u2019re recapping our whirlwind adventures at the 3rd International Podcast Show in London. If you missed out, we\u2019re here to ease your FOMO (and hopefully inspire you to make the trip across the pond next year).\nSteven 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.\nThe team is talking: US & International markets, the future of international audio, lessons for stateside events, navigating nuances, and more. Let\u2019s jump in.\n\n\u201cIt just takes a little bit of bravery, but also just understanding the nature of the medium, and how powerful it can be.\u201d\n\nAmelia Coomber (Head of Marketing and Growth, Podscribe)\n\nDifferent 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 )\nThe 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\u2019s words: \u201cThese markets are still sort of building the groundwork, and I think there’s a real opportunity to be a part of shaping the future.\u201d\u00a0\nCompact & 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.\nFor 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\u2019s events on their site (at a discount). But, if you\u2019re 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4069,"title":"Making Ads Contextually Relevant on Ad Infinitum\u2019s Latest; Apple\u2019s Miscalculation Helping Performance Marketers; 2-Part Crash Course in Sonic-Branding","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-113746.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/making-ads-contextually-relevant-on-ad-infinitums-latest-apples-miscalculation-helping-performance-marketers-2-part-crash-course-in-sonic-branding\/","date":"May 29, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 4 – “Scary Ads.”\nContext 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.\nJoin 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\u2019s learn from these audio allstars before venturing into these pre-scripted waters?\n\u201cIf you get too cute, too kitschy with it, that could turn people off in the wrong way where they actively dislike the brand.\u201d –\u00a0Ray Harkins, Senior Account Executive, Wondery\n\nEarn your: 60\u00a0– 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\u2019s okay to not say everything, as long as what you do say matters to the listener.\nFind one Element – If for any reason a host can\u2019t 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\u2013especially with sensitive material, are high risk, but high reward. Be thoughtful as you draw connections with the show.\nPick your Shots – With custom ad creative for scripted shows, give it more thought and do it the right way. Don\u2019t 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)\n\nWant to learn how to navigate the powerful sound waves of fictional podcasts? Catch the full episode by clicking below. (And please leave an \u201chonest five-star review.\u201d)\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nNow A Word From Our Sponsors\nNetwork:\u00a0Audacy\u00a0\/ Monthly Downloads: 300k \/\u00a0Civility Score: NA\nMost of us in the industry do our best to keep listeners from\u00a0noticing\u00a0the commercial break but\u00a0Bryan Green and Krissy Hoadley\u00a0invite 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\u2019ve 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\u2019s most viral moments. The show publishes frequently, so topics are usually timely with a good amount of inventory available for interested advertisers.\u00a0The Commercial Break\u00a0boasts multiple long term partnerships with DTC and B2C clients interested in reaching a loyal audience of diehard fans. We don\u2019t believe in puffery or ballyhoo, so if you\u2019re interested, take a break and see below.\nGet The Deal\n\nIn the Muck and the Mire\nNetwork: YEA Network\u00a0\/ Monthly Downloads: 70k \/\u00a0Civility Score: NA\nJeff Schroeder\u00a0and\u00a0Jordan Lloyd\u00a0are no strangers to intimacy in podcasting. The husband and wife team already\u00a0bared it all\u00a0on reality TV, having met on\u00a0Big Brother\u00a0in 2009, then later appearing on\u00a0The Amazing Race,\u00a0Marriage Boot Camp,\u00a0and\u00a0Jeff and Jordan Do America. Now they\u2019re parents, griping about trips to Home Depot and trying to stay healthy while chasing two young kids.\nFor those who fell in love with the duo for their sweet, honest views of the world and each other, you\u2019re 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\u00a0reality. This is a great option for advertisers targeting parents and reality TV fans in general. Don\u2019t change that channel, just click below for more.\nGet The Deal\n\nIn Case You Missed It\nPodscribe’s Benchmark Report Delivers…Again\niOS 17’s introduction reduced downloads for publishers, but improved ad performance. The\u00a0Q1 2024 PPB Report:\nPodscribe Performance Benchmarks\u00a0data 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\u2014always 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\u2019s\u00a0Pete Birsinger\u00a0further explain these findings.\nRead More\nSonic Branding: Lessons from the ANA\nMusic’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\u2019t 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.\nRead More\nSonic Branding Part-2: Lessons from the Entertainment Industry\nAudio profoundly impacts how feature films are promoted, with half of a typical trailer’s effectiveness relying on sound. The Lights, Camera, Audio!\u00a02024 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\u2014 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.\nRead More\n\n#SaveTheLiveReads\nIt\u2019s Criminal to Suffer from Allergies!\nApril showers bring May flowers\u2026 BUT they also bring pollen, dust, and all sorts of allergy triggers! Take a listen to\u00a0Carolyn Ossorio, host of the\u00a0Criminal Mischief\u00a0podcast, talk about her son, who points out that her morning allergies are like a dreaded plague! Thankfully,\u00a0Astepro by Bayer\u00a0has come to her rescue, reducing allergy symptoms and giving her respite from the ills of the season. Carolyn\u2019s\u00a0substantiation\u00a0of this product and customization in her\u00a0set up\u00a0grab 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\u00a0Astepro. As a result of proper onboarding and requesting hosts to share their personal experiences, it\u2019s evident that Carolyn is thankful and happy to endorse a product she trusts, and believes her listeners can too! It would be\u00a0criminal\u00a0for allergy sufferers to choose any other nasal spray after listening to this engaging live read for\u00a0Astepro,\u00a0Bro!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1424,"title":"Ad Infinitum: S2E4 - Scary Ads with Nathalie Chicha and Ray Harkins","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZleWZ6WtHYXtT6e2_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e4-scary-ads-with-nathalie-chicha-and-ray-harkins\/","date":"May 29, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 4 – “Scary Ads.”\nContext 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.\nJoin 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\u2019s learn from these audio allstars before venturing into these pre-scripted waters?\n\n\u201cIf you get too cute, too kitschy with it, that could turn people off in the wrong way where they actively dislike the brand.\u201d\n\n\u00a0Ray Harkins, Senior Account Executive, Wondery\n\n\nEarn your: 60 \u23f3 – 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\u2019s okay to not say everything, as long as what you do say matters to the listener.\u00a0\nFind one Element \u261d\ufe0f – If for any reason a host can\u2019t 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\u2013especially with sensitive material, are high risk, but high reward. Be thoughtful as you draw connections with the show.\nPick your Shots – With custom ad creative for scripted shows, give it more thought and do it the right way. Don\u2019t 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)\n\n\nWant to learn how to navigate the powerful sound waves of fictional podcasts? Catch the full episode by clicking below. (And please leave an \u201chonest five-star review.\u201d)\n\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4073,"title":"Why You Shouldn\u2019t 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","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-114327.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-you-shouldnt-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\/","date":"May 22, 2024","description":"Chief Audio Officers, rejoice! The Media Roundtable is back, covering this week\u2019s top stories in audio\u2026 and there\u2019s a LOT to digest.\nDan 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\u2019s dive in.\n\u201cYou 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.\u201d –\u00a0Giles Martin (EVP, Strategy & Insights, Oxford Road)\nRadio\u2019s Melting Iceberg – Traditional radio\u2019s 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\u2019s reach is still massive, and deals are still to be had\u2013it\u2019s absolutely worth adding radio to your audio campaign, if the CPMs are right.\nSend in the Clones – AI Voice Cloning\u2013friend or foe? Thanks to ElevenLabs, users can now clone their own voices with startling accuracy. It\u2019s eerie now, but voice cloning may go mainstream sooner rather than later. The upside for marketers (if we don\u2019t 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 \u201cAnother CL-ONE?\u201d before each AI ad?\nAnd the Emmy goes to… Podcasts?\u00a0 – 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\u2013should the Emmys recognize them too? This might be a Hollywood fantasy for now, but the takeaway for CAOs is you can\u2019t ignore YouTube\u2019s impact on culture. And the winner is\u2026 simulcast?\nFor audio insights into the future (and present) that you won\u2019t find anywhere else, check out our full episode by opening the envelope to the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nI Was Blind But Now I See\nNetwork: Cloud 10 \/ Monthly Downloads: 200k \/\u00a0Civility Score: 70\nBridgerton\u00a0fans are clamoring for some real world gossip while waiting for Whistledown to return. Our female skew clients know all too well that\u00a0Beyond the Blinds\u00a0will be the go-to for many. Hosts Kelli Williams and Troy McEady research\u00a0blind items\u00a0about the known elite by investigating what those\u00a0in the know\u00a0don\u2019t want you to know. In recent years much of\u00a0pop 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.\nThough 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\u2019t mind a bit of potential mudslinging, this opportunity is a well established hit from the\u00a0Cloud 10 Network,\u00a0available for Q2 testing. Open the blinds, just a crack, and peek below for more information.\nGet The Deal\n\nPeeps and Creeps Assemble\nNetwork: True Native \/ Monthly Downloads: 64k \/\u00a0Civility Score: 94\nTraditionally, True Crime is seen as the scary specter at the end of DR brands\u2019 beds, harboring all manner of improper content and stray controversy. By\u00a0Seekr‘s civility benchmark, this fear is far from the truth. Like any good True Crime podcast worth its salt,\u00a0True Crime Creepers\u00a0from\u00a0True Native\u00a0is a staple that\u2019s 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\u00a0only\u00a0two good friends can do. These hosts have built a loving community on their Patreon channel, and they\u2019ve worked with several advertisers since launch, thanks to their longer ad reads and highly personalized PE\u2019s. In a sea of massive podcasts, stacking multiple midrolls a drop, this show remains a shiny gem in the rough. There\u2019s nothing creepy about the link below. Click if you dare.\nGet The Deal\n\nIn Case You Missed It\nEdison Drops Their Latest Podcast Stats\nPodcasts have solidified their position as a mainstream media platform, engaging an expanding audience, as detailed in Edison Research‘s The Podcast Consumer 2024 report.\u00a0Megan 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,\u00a0educated 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\u2019re a long-time podcast advertiser, or a newbie, this report is a good place to start for the latest and greatest.\nRead More\n\u00a0Spotify Makes Waves Across the Pacific\nSony Music Publishing\u00a0may take action against Spotify for reclassifying its premium tier as a bundle, reducing royalty payments to songwriters and publishers. This change, criticized by\u00a0The Mechanical Licensing Collective, has now resulted in a lawsuit. Sony’s\u00a0Jon Platt\u00a0asserts 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\u00a0exiting the IAB\u00a0and\u00a0removing pricing floors\u00a0for publishers in the Spotify Audience Network (SPAN).\u00a0Publishers seeking to dictate rules in media isn\u2019t a new thing, and generally, it doesn\u2019t work in the long-term. We\u2019ll continue to watch this space.\nRead More\nDropouts (the podcast) Lead the Way\nGen-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.\nRead More\n\n#SaveTheLiveReads\nZocdoc is \u201cPerfect for our Generation\u201d\nThis week, everyone\u2019s favorite best friend duo is back with another stellar ad-read!\u00a0OddVice\u00a0hosts,\u00a0Kristen McAtee\u00a0and\u00a0Alex\u00a0Koot\u00a0have an engaging story to tell about\u00a0Zocdoc! Whether it\u2019s a reminder to have suspicious moles checked or needing to reschedule last minute, both hosts agree that\u00a0Zocdoc\u00a0is THE platform, perfect for their generation. Kristen and Alex\u2019s\u00a0execution\u00a0and\u00a0\u201cgirl talk\u201d enthusiasm draws their audience by highlighting several key components of\u00a0Oxford Road\u00a0Audiolytics\u2122. Their\u00a0personal endorsements\u00a0strengthen the message for listeners and increase the likelihood of making a lasting impression. If you\u2019re wondering what an honest-to-goodness personal endorsement sounds like, look no further than these host reads from\u00a0\u00a0Oddvice. With proper onboarding and a script allowing hosts to \u201cmake it their own,\u201d this duo should be on every CAO\u2019s radar.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nBrand Safety Tools Could Be Costing The Industry Billions\nAt the IAB Podcast Upfront\u00a0earlier this month, Brand Safety and Suitability was the hot topic of the day. Our own Dan Granger (Oxford Road\u00a0CEO and Founder) took the stage to preach the Brand Safety Gospel alongside fellow evangelist\u00a0Pat LaCroix\u00a0(EVP, Marketing and Strategic Partnerships at\u00a0Seekr). Dan acknowledges the need for brand safety, but voices concerns that safety choices made solely on\u00a0#GARM\u00a0framework 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1438,"title":"Sounds of the Future - Radio in 2026, Podcaster Emmys, the Clone Voice Army","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zk92jyol0Zci9ZuE_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sounds-of-the-future-radio-in-2026-podcaster-emmys-the-clone-voice-army\/","date":"May 22, 2024","description":"Chief Audio Officers, rejoice! The Media Roundtable is back, covering this week\u2019s top stories in audio\u2026 and there\u2019s a LOT to digest.\nDan 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\u2019s dive in.\n\u201cYou 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.\u201d\n\nGiles Martin (EVP, Strategy & Insights, Oxford Road)\n\nRadio\u2019s Melting Iceberg – Traditional radio\u2019s 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\u2019s reach is still massive, and deals are still to be had\u2013it\u2019s absolutely worth adding radio to your audio campaign, if the CPMs are right.\nSend in the Clones – AI Voice Cloning\u2013friend or foe? Thanks to ElevenLabs, users can now clone their own voices with startling accuracy. It\u2019s eerie now, but voice cloning may go mainstream sooner rather than later. The upside for marketers (if we don\u2019t 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 \u201cAnother CL-ONE?\u201d before each AI ad?\nAnd the Emmy goes to… Podcasts?\u00a0 – 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\u2013should the Emmys recognize them too? This might be a Hollywood fantasy for now, but the takeaway for CAOs is you can\u2019t ignore YouTube\u2019s impact on culture. And the winner is\u2026 simulcast?\n\nFor audio insights into the future (and present) that you won\u2019t find anywhere else, check out our full episode by opening the envelope to the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4076,"title":"Missed Last Week\u2019s IAB Upfronts or our CAO Event? We\u2019ve Got You Covered; Ben Shapiro Makes a Case to Buy Conservative; YAP\u2019s Masterclass in PE","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-114836.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cao-messaging-forum-recap-zero-to-one-sonic-branding-mastering-message-design-getting-the-most-from-the-host-2\/","date":"May 15, 2024","description":"The Media Roundtable is back, and we\u2019re giving you all the best insights from last week\u2019s IAB Upfronts and our latest Chief Audio Officer Messaging Forum in NYC.\nStew 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\u2019s jump in.\n\u201cWe live in an age where customers are omnipresent. They’re everywhere. Your brand needs to be omnipresent and Sonic Branding is part of that.\u201d –\u00a0Nikhil Arora (Chief Growth Officer, Albert)\nThe Host with the Most – For a stellar forward the clip to your whole company ad read\u2013try 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\u2019re experimenting with a minimal ad copy test with just two questions. Speaking of tests\u2026\nBranches Not Twigs – When it comes to A\/B testing, the worst thing is not losing to the control, it\u2019s 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).\nStart 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\u2019ve discovered when trying to change the Media Roundtable podcast intro music, thinking sonically is intense. Analysis Paralysis abounds. To go from \u201c0 to 1\u201d, mine your existing sonic assets, get a good enough proof of concept out into the world, and test it against the control. If there\u2019s a lift in performance or recall, great, now make it better.\nTo 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.)\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nNo Catfishing, Only Cuffing\nBumble\u2019s recent ad campaign faux pas\u00a0has taught us all anew that dating is a total nightmare. Meet\u00a0Lauren Compton, a comedian willing to brave the weird, wild, and wacky world of dating, in collaboration with fellow comedians, to determine if they\u2019re dateable or even\u2026 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.\nRecent guests included familiar podcast hosts like;\u00a0Paul Scheer,\u00a0Rick Glassman,\u00a0Mark Normand,\u00a0and\u00a0Christina P. Lauren Compton\u2019s\u00a0First Date\u00a0is a newly repped opportunity from\u00a0Your Mom\u2019s 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.\nGet The Deal\n\nIdentical Twins Work Towards Fraternal Goals\nLaunching a career out of your dorm room has become a common path for this generation\u2019s creators. On the heels of\u00a0Alix Earle‘s\u00a0immense success on TikTok, a new era of young women are making their mark in extremely viral ways. Twins\u00a0Caroline and AnnCatherine Conneen\u00a0have tapped into the Gen Z zeitgeist with their podcast\u00a0Girls with Goals, a\u00a0RedCircle\u00a0show 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.\nGet The Deal\n\nIn Case You Missed It\nThe Smart Money\u2019s on Smart Moms with Smartphones\n2024 findings from Edison Research\u2019s 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\u2019s important to keep this dynamic in mind when crafting a digital audio strategy.\nRead More\nHas the Age of Artificial Arrived?\nAI start-up, ElevenLabs, produces highly convincing AI voices. Despite the excitement,\u00a0Charlie Warzel\u00a0of\u00a0The Atlantic\u00a0hesitates 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\u00a0ANA piece. The implications are clear: authenticity is paramount. As AI technology advances, the need for genuine, trustworthy content will only become more critical.\nRead More\nBen\u2019s Case to Go Conservative\nBen Shapiro\u00a0attributes 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.\nRead More\n\n#SaveTheLiveReads\nYAP Kicks it Up for Indeed\nOn last week\u2019s\u00a0Young and Profiting\u00a0podcast, host\u00a0Hala Taha\u00a0gave a perfect example of how to crush a personal endorsement in an ad read for\u00a0Indeed. Hala shares her personal struggles with trying to find the right candidates when hiring new team members. She talks about how\u00a0Indeed\u00a0helps her sift through the barrage of candidates to find the\u00a0right fit\u00a0for her team. Hala is the type of host who really puts her heart and soul into her reads. If you\u2019re a brand looking to reach entrepreneurial listenership, this show is a MUST BUY.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1425,"title":"CAO Messaging Forum Recap - Zero-to-One Sonic Branding, Mastering Message Design & Getting the Most from the Host","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZkZDqCol0Zci9N_b_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cao-messaging-forum-recap-zero-to-one-sonic-branding-mastering-message-design-getting-the-most-from-the-host\/","date":"May 15, 2024","description":"The Media Roundtable is back, and we\u2019re giving you all the best insights from last week\u2019s IAB Upfronts and our latest Chief Audio Officer Messaging Forum in NYC.\nStew 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\u2019s jump in.\n\u201cWe live in an age where customers are omnipresent. They’re everywhere. Your brand needs to be omnipresent and Sonic Branding is part of that.\u201d\n\nNikhil Arora (Chief Growth Officer, Albert)\n\nThe Host with the Most – For a stellar forward the clip to your whole company ad read\u2013try 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\u2019re experimenting with a minimal ad copy test with just two questions. Speaking of tests\u2026\nBranches Not Twigs – When it comes to A\/B testing, the worst thing is not losing to the control, it\u2019s 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).\nStart 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\u2019ve discovered when trying to change the Media Roundtable podcast intro music, thinking sonically is intense. Analysis Paralysis abounds. To go from \u201c0 to 1\u201d, mine your existing sonic assets, get a good enough proof of concept out into the world, and test it against the control. If there\u2019s a lift in performance or recall, great, now make it better.\nTo 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.)\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4080,"title":"All-Star Cast Joins the MRT to Discuss Audio\u2019s Role in Your Media Mix; The Good and Bad of AI in Audio; Media Watchdog Uncovers New Ad Fraud Scam","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2026-01-03-115642.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/all-star-cast-joins-the-mrt-to-discuss-audios-role-in-your-media-mix-the-good-and-bad-of-ai-in-audio-media-watchdog-uncovers-new-ad-fraud-scam\/","date":"May 8, 2024","description":"The Media Roundtable is back! This week we\u2019re devoting the episode to one question that every Chief Audio Officer should ask themselves: \u201cWhat\u2019s the core purpose of Audio in an advertiser’s ecosystem?\u201d\nSteven 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\u2019s jump in.\n\u201cMedia 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.\u201d – Chris Binns, (Chief Strategy Officer, Open X, WPP)\nUltimate Sidekick – Audio doesn\u2019t get its fair share of spend (5% of marketing budget vs 25% of audience time spent listening to audio), but in Mark Ritson\u2019s words, it\u2019s 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?\nGoing 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\u2019s \u201cclosest equivalent [to] word of mouth.\u201d\nDon\u2019t Swim, Dive – Get past maintenance-level marketing. Go deeper into your messaging and the context of your audience to see what\u2019s truly possible with audio. In Andrea\u2019s words, \u201cWhen you dive, you discover.\u201d\nWant 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.\nTo learn more about how audio can enhance your campaigns, tune into our full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nA Sandwich Short of a Picnic\nPodcast 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\u00a0Studio 71, hosted by YouTubers\u00a0Ted Nivison\u00a0&\u00a0Schlatt. The YouTuber duo boasts a combined following of 6.34m subscribers. Episodes include interviews with fellow creators\u2013and 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\u00a0solo 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\u2019t go wrong with this opportunity. Order your side for this sandwich by indulging the link below.\nGet The Deal\n\nMore Teachers of Tech Than Titans\nWhen advertisers first start testing in the Tech genre, they often go straight for the biggest and boldest podcasts on the charts. Those\u00a0in the know\u00a0will tell you the true dark horses of this genre are the small, efficient shows that publish regularly\u2014like most selections from\u00a0Backbeat Media.\u00a0Hosts Jim Dalrymple\u00a0and\u00a0Dave 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.\nIt\u2019s as if you\u2019re casually eavesdropping on two longtime friends who know a thing or two about\u00a0everything. 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Gaining Steam Worldwide\nPodcast consumption is increasing globally, with 40% of listeners in 47 countries tuning in for over an hour per week, according to a YouGov\u00a0survey. 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\u2019re a marketer with international ambitions, the YouGov data in this report will give you good reason to consider podcasts as part of your mix.\nRead More\nBad Actors Have Found Their Way To Audio\nDoubleVerify\u00a0has uncovered a new fraud scheme in digital audio advertising called \u201cFM Scam\u201d. Perpetrators falsify audio traffic, spoofing various devices to blend fake traffic with real traffic. \u201cFM Scam\u201d 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.\nRead More\nAI Narrated Audiobooks Are A Thing\nAudible\u00a0introduces 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\u2019s a promising area to monitor. We recognize the potential benefits of leveraging AI narration to enhance accessibility for listeners. Yet it\u2019s 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.\nRead More\n\n#SaveTheLiveReads\nWhat\u2019s Your 1Password? Tim Ferriss Knows His!\n\u201cNever use two, when one will do.\u201d Nothing exemplifies\u00a0efficiency\u00a0like\u00a01Password, and\u00a0Tim Ferriss\u00a0of his wildly popular\u00a0The Tim Ferriss Show. Tim\u2019s impressive career, which includes being listed in\u00a0Fortune\u2019s \u201c40 Under 40\u201d, help make his show a trustworthy platform for sharing knowledge. As a passionate\u00a01Password\u00a0user for more than a decade, Tim\u00a0substantiates\u00a0his recommendation with an assertive, honest and\u00a0influential\u00a0delivery. 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\u2019s more safe and secure than others (any fan of Tim knows that he does his research). He explains further how\u00a01Password\u00a0saves him from the headaches associated with taking care of his most important data.\u00a0Oxford Road\u00a0Audiolytics\u2122\u00a0expertly matches Tim with\u00a01Password\u00a0and has helped introduce this brand to hundreds of thousands of new users.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nDid We Just Become Best Friends or Enemies?\nAI is the future, but is that a good thing? Oxford\u2019s own\u00a0Dan Granger\u00a0(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\u00a0Oxford Road\u00a0is harnessing AI\u2019s potential, while safeguarding advertisers from any negative impact, you can reach out to us\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1426,"title":"The Role of Audio in the Mix of Communications with Andrea Stillacci and Chris Binns","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZjvrZUMTzAJOCpPQ_WebsiteGraphics-4-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-role-of-audio-in-the-mix-of-communications-with-andrea-stillacci-and-chris-binns\/","date":"May 8, 2024","description":"The Media Roundtable is back! This week we\u2019re devoting the episode to one question that every Chief Audio Officer should ask themselves: \u201cWhat\u2019s the core purpose of Audio in an advertiser’s ecosystem?\u201d\nSteven 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\u2019s jump in.\n\n\u201cMedia 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.\u201d\n\nChris Binns, (Chief Strategy Officer, Open X, WPP)\n\nUltimate Sidekick – Audio doesn\u2019t get its fair share of spend (5% of marketing budget vs 25% of audience time spent listening to audio), but in Mark Ritson\u2019s words, it\u2019s 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?\nGoing 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\u2019s \u201cclosest equivalent [to] word of mouth.\u201d\nDon\u2019t Swim, Dive – Get past maintenance-level marketing. Go deeper into your messaging and the context of your audience to see what\u2019s truly possible with audio. In Andrea\u2019s words, \u201cWhen you dive, you discover.\u201d\nWant 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.\n\nTo learn more about how audio can enhance your campaigns, tune into our full episode with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4084,"title":"What Spotify\u2019s Quiet IAB Departure Means for Your Ad Buys; Should Your Brand Start a Podcast?; Has Audacy Made Local Sports Easier for Marketers?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-03-120132.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-spotifys-quiet-iab-departure-means-for-your-ad-buys-should-your-brand-start-a-podcast-has-audacy-made-local-sports-easier-for-marketers\/","date":"May 1, 2024","description":"It\u2019s a brand new episode of the Media Roundtable, and we\u2019re tackling the biggest audio stories of the day: big podcast revenues, platforms too big to quit, and becoming a sports giant.\nBack 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\u2019s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal). We\u2019re talking: Neil Young getting back together with Spotify, Spotify quiet-quitting the IAB, Audacy\u2019s wide world of sports, and more. Let\u2019s dig in.\n\u201cYou can say you’re compliant, but if there’s no auditing, you’re judging your own homework.\u201d –\u00a0Neal Lucey (EVP, Strategy & Product, Oxford Road)\n\u2018Young Man\u2019 Takes a Look At His Boycott – Back in 2022, Neil Young boycotted Spotify to protest Joe Rogan\u2019s vaccine misinformation. Now that Rogan is non-exclusive, the boycott makes a lot less sense, since Young\u2019s music appears on multiple platforms where Rogan\u2019s podcast is also found. The takeaways? 1. Hard to beat a tech giant. 2. Non-exclusive deals spread out risk for controversial hosts.\nDecertified – Spotify quietly lets their IAB certification lapse. They say they\u2019re still compliant, but without a third-party audit, who\u2019s to say? Spotify\u2019s 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\u2019s time for a separate podcast-focused industry organization.\nThe 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.\nFor 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nYou\u2019re Gonna Cry, Cry, Cry\nWhether you\u2019re Drake after the most recent Kendrick diss track, or just someone having a tough time, we all cry now and then. Enter\u00a0Radhi 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\u00a0Premiere\u00a0podcaster,\u00a0Jay Shetty.\nBoth 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.\nGet The Deal\n\nJoseph\u2019s Coat of Many Curiosities\nAll parents know that when you\u2019re around the kids, you answer a non-stop stream of questions. And the variety and vastness of religion invites even more inquiry. Meet Theologian\u00a0Kaitlyn Schiess, on her mission to answer\u00a0kid questions\u00a0on topics that are often hard to approach and not always open to wider interpretation.\u00a0MoonBeam Media\u00a0recently debuted the show, with episodes covering the origin of Adam and Eve, the fallibility of man, and the Holy Ghost. The show\u2019s 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\u2019t also have an adult audience, most B2B clients who value brand safety have found immense success with listen-along podcasts like this one. It\u2019s also a great resource for those looking for a positive edutainment option in general. Take your own leap of faith by clicking below.\nGet The Deal\n\nIn Case You Missed It\nMagellan AI\u2019s Latest Benchmark Report\nMagellan AI’s Q1 2024 benchmark report\u00a0reveals 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\u2019s fishy here\u2014could those podcasts be cashing in on programmatic dollars?\nRead More\nDoes Your Brand Need a Podcast?\nBranded podcasts continue to surge in popularity, with 26% projected ad revenue growth in 2023. Signal Hill Insights\u00a0advises aligning brand goals with listener interests, providing tools like brand lift studies in their\u00a02024 Benchmark Report\u00a0for 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.\nRead More\nRewatch Podcasts are a Thing and Maybe Even Heaven for Some\nThe beloved cast of “7th Heaven” reunite for “Catching up with the Camdens,” featuring\u00a0Beverley Mitchell,\u00a0David Gallagher, and\u00a0Mackenzie Rosman.\u00a0Their 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\u00a0love and family, from this iconic family drama series. Re-watch podcasts have a solid place. They\u2019re a potential way to tap into an audience longing for the\u00a0glory days\u00a0of traditional primetime TV. However, they can also be hit\/miss in terms of popularity – AND – more importantly, performance. Some that have\u00a0not\u00a0panned out are the more pop-culture heavy shows like Saved by the Bell, 9021-OMG, The OC, etc.\nRead More\n\n#SaveTheLiveReads\nDear Gabby Takes on Allergies with Claritin\n\u201cIt saved my life!\u201d That\u2019s a\u00a0one-of-a-kind\u00a0recommendation for our #SavetheLiveReads history books. It comes from\u00a0Gabby Bernstein\u2019s\u00a0Dear Gabby Podcast.\u00a0Gabby\u2019s raw and inspiring story about overcoming addiction and trauma is delivered with\u00a0influence\u00a0that few can achieve. Her\u00a0substantiation\u00a0for\u00a0Claritin\u00a0makes this testimonial even more trustworthy and desirable for parent company\u00a0Bayer, because of her diligence in providing life-altering advice. Gabby takes her time with this ad read, emphasizing her problems with allergies, expressively\u00a0demonstrating\u00a0how Claritin has\u00a0changed her life. Listeners can feel her sincerity and honesty. Gabby\u2019s relentless pursuit of new ways to uplift her podcast community exhibits the kind of\u00a0innovation\u00a0that\u00a0Oxford Road\u00a0applauds.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1432,"title":"Sounds like a Big Deal - Spotify, IAB, Branded Podcasts, and Audacy\u2019s Sports Play","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZjKs8kMTzAJOCemt_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sounds-like-a-big-deal-spotify-iab-branded-podcasts-and-audacys-sports-play\/","date":"May 1, 2024","description":"It\u2019s a brand new episode of the Media Roundtable, and we\u2019re tackling the biggest audio stories of the day: big podcast revenues, platforms too big to quit, and becoming a sports giant.\nBack 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\u2019s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal). We\u2019re talking: Neil Young getting back together with Spotify, Spotify quiet-quitting the IAB, Audacy\u2019s wide world of sports, and more. Let\u2019s dig in.\n\n\u201cYou can say you’re compliant, but if there’s no auditing, you’re judging your own homework.\u201d\n\nNeal Lucey (EVP, Strategy & Product, Oxford Road)\n\n\n\u2018Young Man\u2019 Takes a Look At His Boycott – Back in 2022, Neil Young boycotted Spotify to protest Joe Rogan\u2019s vaccine misinformation. Now that Rogan is non-exclusive, the boycott makes a lot less sense, since Young\u2019s music appears on multiple platforms where Rogan\u2019s podcast is also found. The takeaways? 1. Hard to beat a tech giant. 2. Non-exclusive deals spread out risk for controversial hosts.\nDecertified – Spotify quietly lets their IAB certification lapse. They say they\u2019re still compliant, but without a third-party audit, who\u2019s to say? Spotify\u2019s 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\u2019s time for a separate podcast-focused industry organization.\nThe 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.\n\nFor 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4087,"title":"Sonic Branding GOAT Joel Beckerman Breaks Down the Mechanics of His Craft; Your Creative Sucks & Why You Should Fix It; Spotify Not IAB Certified???","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-131948.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sonic-branding-goat-joel-beckerman-breaks-down-the-mechanics-of-his-craft-your-creative-sucks-spotify-not-iab-certified\/","date":"April 24, 2024","description":"The world\u2019s 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.”\nHost Stew Redwine (Oxford Road\u2019s 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.\n\u201cWhen we’re creating sonic identity systems, [the] people we’re dealing with are experts in absolutely everything in their job except this.\u201d – Joel Beckerman, Founder of Made Music\nJoin 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.\n\nCan\u2019t Build a Moat around a Rented Castle – Sonic assets should be ownable. How many times have you heard a music bed that you\u2019ve forgotten the moment the ad ended? How many times have you used tracks like that for your spots? Your brand\u2019s important. Your sonic brand\u2019s important. Take pride in finding a sonic identity that\u2019s ownable and uniquely yours.\nThe Ham Sandwich Factor – A sonic boom moment\u2013a sound that connects with the audience\u2013works even when you\u2019re in the other room making a ham sandwich. It doesn\u2019t happen by accident or all at once. Show up sonically with intention for your audience, again and again, and you won\u2019t have to fight for their attention.\nTake out the Trash \ufe0f – We\u2019ve all heard ads with sonic overkill and ahem a bit TOO much? That\u2019s called Sonic Trash\u2013where 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\u2019s your Sonic Boom.\n\nWant more essential insights that\u2019ll stick with you while you\u2019re making lunch? Catch the full episode by indulging below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nPeople Pleasers Pivot to Podcasting\nIf you\u2019re palatable to everyone, you\u2019re special to no one. Hosts\u00a0Jess DeBakey\u00a0and\u00a0Caroline Winkler\u00a0believe in this ideal more than many, which is why they\u2019ve partnered with\u00a0Brat TV\u00a0for their podcast\u00a0Not For Everyone. The show\u2019s main goal is to help their audience be more introspective on what they truly want in life, and to be\u00a0ok with who they\u00a0are. Topics in recent episodes include; the prison of perfectionism, female friendships, and the pains inherent to self-improvement.\nMental 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\u2019s right for you, please engage the link below.\nGet The Deal\n\nNeuro Sees Nothing But Net\nThough 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.\u00a0Voics\u00a0newest show boasts impressive host:\u00a0Louisa Nicola, a Neurophysiologist and consulting firm Founder. She steadfastly works to unlock her listener\u2019s 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\u00a0better. Episode topics are often shrouded with medical jargon, but the conversations are always approachable from an outsider\u2019s perspective. Nicola also regularly consults with athletic organizations like the NBA, MLB, and NFL. This helps\u00a0converge 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.\nGet The Deal\n\nIn Case You Missed It\nDon\u2019t Underestimate Your Creative\nThe Cumulus Media | Westwood One Audio Active Group commissions Advertiser Perceptions\u00a0to annually survey brands and media agencies on five advertising effectiveness factors: Brand, Creative, Reach, Recency, and Targeting.\u00a0Pierre Bouvard\u00a0does a great job summarizing the results and comparing them to\u00a0NCSolutions\u00a0findings. The net, net? Marketers and agencies underestimate the value of creative and overestimate the value of targeting. The analysis isn\u2019t specific to audio, but this is an important read. The best advertising starts with the creative message. Period. End of story.\nRead More\nAudacy Making Noise with Sports \u2013 What it Means to You\nAudacy 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?\nRead More\nSpotify Breaks Up With The IAB\nSpotify 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.\nRead More\n\n#SaveTheLiveReads\nWriting, Cooking, & More with MasterClass\nThis week, #SaveTheLiveReads takes a listen to\u00a0The Pete and Sebastian Show. ONCE AGAIN, they deliver a STRONG TESTIMONIAL for our key client,\u00a0MasterClass. Having co-hosts who are not only invested in the ad read they\u2019re delivering in real time, these guys are also MasterClass veterans \u2013 taking courses over the past 4 years, since its inception. Looking back at their previous deliveries, along with the duo\u2019s latest\u00a0MasterClass\u00a0recommendation,\u00a0Pete Correale\u00a0and\u00a0Sebastian Maniscalco\u00a0consistently deliver strong live reads, filled with unique\u00a0substantiation. We all know that Podcast fans\u00a0live and breathe\u00a0their favorite shows, and as time goes by, it\u2019s easy to quickly recognize repeat recommendations. With this in mind, the\u00a0Oxford Road\u00a0 values of\u00a0growth\u00a0and\u00a0influence\u00a0are well represented in\u00a0The Pete and Sebastian Show. Thanks guys!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nSuccess to Significance\nBecause there\u2019s never enough\u00a0Stew Redwine\u00a0(Oxford Road\u2019s VP of Creative Services) to go around, our own creative guru was recently featured on\u00a0Spreaker\u2019s\u00a0Success Made to Last\u00a0podcast. 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1435,"title":"Ad Infinitum: S2E3 - Branding with your Eyes Closed with Joel Beckerman","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZimY-vPdc1huKwrQ_WebsiteGraphics-6-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e3-branding-with-your-eyes-closed-with-joel-beckerman\/","date":"April 24, 2024","description":"The world\u2019s 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.”\nHost Stew Redwine (Oxford Road\u2019s 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.\n\n\u201cWhen we’re creating sonic identity systems, [the] people we’re dealing with are experts in absolutely everything in their job except this.\u201d\n\nJoel Beckerman, Founder of Made Music\n\nJoin 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.\n\nCan\u2019t Build a Moat around a Rented Castle – Sonic assets should be ownable. How many times have you heard a music bed that you\u2019ve forgotten the moment the ad ended? How many times have you used tracks like that for your spots? Your brand\u2019s important. Your sonic brand\u2019s important. Take pride in finding a sonic identity that\u2019s ownable and uniquely yours.\nThe Ham Sandwich Factor – A sonic boom moment\u2013a sound that connects with the audience\u2013works even when you\u2019re in the other room making a ham sandwich. It doesn\u2019t happen by accident or all at once. Show up sonically with intention for your audience, again and again, and you won\u2019t have to fight for their attention.\nTake out the Trash \ufe0f – We\u2019ve all heard ads with sonic overkill and ahem a bit TOO much? That\u2019s called Sonic Trash\u2013where 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\u2019s your Sonic Boom.\n\n\nWant more essential insights that\u2019ll stick with you while you\u2019re making lunch? Catch the full episode by indulging below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4090,"title":"Cumulus\u2019 Pierre Bouvard Joins the Most Practical MRT Ever; Tis the Season for Baseball and Soccer Podcasts; Fake Podcast Ads; AI Stealing the Thunder","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-134402.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cumulus-pierre-bouvard-joins-the-most-practical-mrt-ever-tis-the-season-for-baseball-and-soccer-podcasts-fake-podcast-ads-ai-stealing-the-thunder\/","date":"April 17, 2024","description":"The Media Roundtable is back, and we\u2019re tackling one of the thorniest, most misunderstood, yet most rewarding aspects of audio advertising: B2B.\nOur 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.\n\u201cYou can’t just say, \u2018hey, let’s give audio a shot\u2013we’re just going to throw a bunch of money at it and see what happens.\u2019 You really need to hone in on what you expect will happen and what your benchmarks for success are going to be.\u201d –\u00a0Rion Swartz (VP, Brand Marketing, Constant Contact)\nHosting 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:\n-James Ingrassia (EVP, Client Service, Oxford Road)\n-Neal Lucey (EVP, Strategy & Product, Oxford Road),\n-Rion Swartz (VP, Brand Marketing, Constant Contact)\nTogether, they\u2019re 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\u2019s dive in.\nHands in the Air – For B2B, you need to incentivize your hand raises. It\u2019s not enough to say \u201cCall NOW for a free consultation.\u201d What\u2019s truly the highest item of perceived value you can offer your customers? You don\u2019t 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.\nThe 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\u2019s a CAO to do? If you\u2019re not in a mature marketing environment, test audio NOW for a cleaner read. Otherwise, Rion recommends media mix modeling, and of course, we\u2019re big believers of our two-tiered survey that has worked wonders for Bambee, a true B2B audio success story.\nThe 18-24-58 Rule – Starting a new campaign but not sure when you\u2019re 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. \u200d\nAfter hearing this you\u2019ll not only become a B2B Audio Evangelist, you\u2019ll 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nBuy Me Some Peanuts and Crackerjacks\nWhen we talk about the importance of buying podcasts with a seasonal focus, sports content is clearly the most relevant topic of that conversation.\u00a0MLB\u00a0season is HERE, and advertisers are clamoring to start testing and rebook their top performing MVPs for Q2. And there\u2019s no media partner better suited for baseball\u2019s most intrigued and engaged audience than homegrown baseball juggernaut\u00a0Jomboy Media. Their flagship podcast,\u00a0Talkin\u2019 Baseball,\u00a0has a devoted legion of loyalists tuning in week after week for hosts\u00a0Jimmy O’Brien (aka Jomboy), Jake Storiale (Talkin\u2019 Jake) and Trevor Plouffe, as they take on America\u2019s favorite pastime. Jomboy\u2019s slate of shows also extends to localized teams, and it\u2019s clearly influenced by the New York City HQ they inhabit.\u00a0Jomboy\u00a0additionally hosts several alternative sports teams, plus they livestream games direct from their warehouse, a setting rife for larger integrations throughout the\u00a0boys of summer\u00a0months. Be the bonus baby of your brand by hitting the link below today.\nGet The Deal\n\nMen in Blazers Showcase Women in Shorts\nWomen\u2019s Sports has been enjoying fervent attention in recent weeks, and the podcast fervor for them has come into play.\u00a0Men In Blazers Media Network\u00a0and\u00a0Wondery\u00a0have produced a chart topping addition to the world of soccer.\u00a0Lynn Williams\u00a0and\u00a0Becky Sauerbrunn\u00a0host two episodes weekly. The second episode features interviews with current and former players. Guests have included\u00a0Denise O’Sullivan,\u00a0Michelle Alozie,\u00a0and\u00a0Trinity Rodman, giving transparent, engaging interviews.\nIf you\u2019re\u00a0a newcomer to the sport, this is the go-to podcast for\u00a0in-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.\nGet The Deal\n\nIn Case You Missed It\nFake Video Podcast Ads are Here. We\u2019re Not Kidding.\nAshley Carman\u00a0is on fire uncovering the dark underbelly of digital advertising. Carman reports in\u00a0Bloomberg\u00a0that actors like\u00a0MJ Wolfe\u00a0are 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; \u201cImitation is the sincerest form of flattery.\u201d\nRead More\nIAB Reports Strong Growth for Digital Audio\nIn 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\u2019s plenty of room for growth, given that time spent with audio outpaces ad spend.\nRead More\nConsumer Perceptions of AI in Audio\nAt this week\u2019s NAB Show\u00a0in Las Vegas,\u00a0Futuri CEO Daniel Anstandig\u00a0presented 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.\nRead More\n\n#SaveTheLiveReads\nShopify Gets Back to Work Selling Online\n\u201cCha-Ching!\u201d Guess who\u2019s back? Our partners at the\u00a0Back to Work\u00a0podcast, with a STRONG delivery for\u00a0Shopify! Thanks to diligent media planning by the\u00a0Oxford Road\u00a0Team, this podcast, which focuses on\u00a0productivity, communication, work, barriers, constraints, tools and more, perfectly aligns with brand specifics for the #1 ecommerce platform. Their\u00a0setup, describing the use of\u00a0Shopify\u00a0as recent as YESTERDAY,\u00a0SCREAMS\u00a0relevance. Plus, they discuss the seller’s experience of utilizing\u00a0Shopify\u00a0to produce and sell a commemorative\u00a0Super Bowl Eagles Win\u00a0tee. When talking about the ease of design creation and seller launch, thanks to\u00a0Shopify, they create a bond of trust for listeners, which will no doubt cause a boost in performance. And it\u2019s always enjoyable to hear some cheeky charm and sass when hosts dare to break the rules. In this case, the host\u2019s rebellion against actually playing the Shopify \u201cCha-Ching\u201d sonic branding logo is humorous and personable, making this ad read one that\u2019s not to be forgotten!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1430,"title":"B2B and Spoken Word Media - The Special Relationship","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZiBWZfPdc1huKlxV_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/b2b-and-spoken-word-media-the-special-relationship\/","date":"April 17, 2024","description":"The Media Roundtable is back, and we\u2019re tackling one of the thorniest, most misunderstood, yet most rewarding aspects of audio advertising: B2B.\nOur 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.\n\n\u201cYou can’t just say, \u2018hey, let’s give audio a shot\u2013we’re just going to throw a bunch of money at it and see what happens.\u2019 You really need to hone in on what you expect will happen and what your benchmarks for success are going to be.\u201d\n\nRion Swartz (VP, Brand Marketing, Constant Contact)\n\nHosting 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.\n\u2b50\ufe0f James Ingrassia (EVP, Client Service, Oxford Road)\n\u2b50\ufe0f Neal Lucey (EVP, Strategy & Product, Oxford Road),\n\u2b50\ufe0f Rion Swartz (VP, Brand Marketing, Constant Contact)\n\nTogether, they\u2019re 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\u2019s dive in.\nHands in the Air – For B2B, you need to incentivize your hand raises. It\u2019s not enough to say \u201cCall NOW for a free consultation.\u201d What\u2019s truly the highest item of perceived value you can offer your customers? You don\u2019t 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.\nThe 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\u2019s a CAO to do? If you\u2019re not in a mature marketing environment, test audio NOW for a cleaner read. Otherwise, Rion recommends media mix modeling, and of course, we\u2019re big believers of our two-tiered survey that has worked wonders for Bambee, a true B2B audio success story.\nThe 18-24-58 Rule – Starting a new campaign but not sure when you\u2019re 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. \u200d \n\nAfter hearing this you\u2019ll not only become a B2B Audio Evangelist, you\u2019ll 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4096,"title":"Jason Calacanis Is \u201cAll In\u201d with the MRT; SNL, Married w\/ Children, & Sopranos Alum Podcasts Not to be Missed; SXM Taylor\u2019s Version; #SaveTheLiveReads","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-135623.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/jason-calacanis-is-all-in-with-the-mrt-snl-married-w-children-sxm-taylors-version-savethelivereads\/","date":"April 10, 2024","description":"This week on the Media Roundtable, we\u2019re bringing you a warm and welcoming fireside chat direct from our recent Chief Audio Officer event in SF.\nOxford Road Founder and CEO Dan Granger chats with the one and only Jason Calacanis at our CAO Measurement Forum. Jason\u2019s 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\u2019s dig in.\n\u201cIt’s really about consistently showing people you care and just relentlessly reinforcing that the product or service you provide is getting better too.\u201d –\u00a0Jason Calacanis, Entrepreneur and Podcaster\nA.D.D.ing Efficiency – It\u2019s the age of efficiency (for at least a little longer). Jason\u2019s framework? See what you can automate, deprecate, or delegate. The things remaining have earned your time and extra effort, especially\u2026\nBig Swings – For podcasts, if you\u2019ve built a good relationship with hosts, it\u2019s time to ask the question: what big swings can we take? Are there deeper integrations, and weird promotions worth trying \u2013 the honest to goodness creative opportunities that come to mind when you ask; \u201cWhat else should we do?\u201d Jason\u2019s approach: \u201cIf you’re going to do 50 ads or 25 ads with a partner podcast, I would ask them; Got any pot sweeteners for us?\u201d\nBrand Wins – Turns out the secret to building a brand is like building a blog. Jason invokes the advice of Peter Rojas: \u201cShow up every day and don\u2019t quit.\u201d As this age of efficiency transitions into the next era, brands will matter even more. Consumers will remember how your brand has (or hasn\u2019t) been showing up for them, day after day.\nPull 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\u2019s easy! Just apply here to join our CAO Club!\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThis is the Tale, of a New Podcast\nEver wake up with a sudden urge to call a friend, just to see how they\u2019re doing?\u00a0Andy Samberg\u00a0did, and it virtually changed the way we view outside media on YouTube forever. In this retrospective limited podcast from\u00a0Public Media Marketing, Samberg is joined by fellow\u00a0Lonely Island\u00a0members\u00a0Akiva Schaffer, and\u00a0Jorma Taccone\u00a0and\u00a0SNL\u00a0former castmate\u00a0Seth Meyers.\nIn 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\u2019re looking for a culturally significant\u00a0tune-in\u00a0comedy 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.\nGet The Deal\n\nMyStifyingly MiraculouS\nMeadow 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\u00a0and\u00a0Jamie-Lynn Sigler\u00a0are pairing with\u00a0Public Media Marketing\u00a0to produce their new podcast through\u00a0Wishbone. In their first several episodes the twosome talk about how their friendship was born, struggles they\u2019ve had to overcome since being diagnosed with Multiple Sclerosis, and how their careers shaped their lives.\u00a0 Podcasting often engenders community, and the intimacy expressed in this show carries that unexpected weight of commiseration. While the show\u2019s content doesn\u2019t 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; \u2018where are they now\u2019 childhood TV star factor. The show may be\u00a0meSsy\u00a0but there\u2019s tidy details to explore via the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcasting is Messy and That’s a Good Thing?\nJustin 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 \ud83d\ude42\nRead More\nSwifties Get Their Fix 24\/7 on SXM. For Now.\nThe 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\u00a0No, no.\nRead More\nBoosting Podcast Followers with Mobile Game Ads\nProminent podcasts, including those by Alex Cooper,\u00a0Wondery, and Netflix, have been promoted in mobile games, highlighting an unconventional path to audience growth.\u00a0MowPod\u00a0offers a service, not publicly advertised, driving followers to Apple Podcasts through in-game ads, boosting charts visibility. Hat tip to\u00a0Ashley Carman\u00a0and\u00a0James Cridland\u2019s past reporting on\u00a0Podnews\u00a0that 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\u2019t 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.\nRead More\n\n#SaveTheLiveReads\nWe Hate Movies Is Ready to Astepro and Go!\nThis week\u2019s edition of #SavetheLiveReads focuses on our\u00a0Oxford Road\u00a0value;\u00a0Performance! To achieve best in market results, you first need best in market products. Well, leave it to the gents from the\u00a0We Hate Movies\u00a0podcast to demonstrate why\u00a0Bayer Astepro\u00a0is 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\u00a0setup\u00a0needed to jumpstart this sponsorship. Following the carefully crafted script from\u00a0Oxford Road\u2019s Creative team, these hilarious hosts utilize their\u00a0substantiation\u00a0segment 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\u2019re in the thick of allergy season, NOW is the time to\u00a0Astepro\u00a0and Go!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1467,"title":"The Age of Efficiency and What\u2019s Next with Jason Calacanis","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zhb2kTjCgu4jzvGU_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-age-of-efficiency-and-whats-next-with-jason-calacanis\/","date":"April 10, 2024","description":"This week on the Media Roundtable, we\u2019re bringing you a warm and welcoming fireside chat direct from our recent Chief Audio Officer event in SF.\nOxford Road Founder and CEO Dan Granger chats with the one and only Jason Calacanis at our CAO Measurement Forum. Jason\u2019s 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\u2019s dig in.\n\n\u201cIt’s really about consistently showing people you care and just relentlessly reinforcing that the product or service you provide is getting better too.\u201d\n\nJason Calacanis, Entrepreneur and Podcaster\n\nA.D.D.ing Efficiency – It\u2019s the age of efficiency (for at least a little longer). Jason\u2019s framework? See what you can automate, deprecate, or delegate. The things remaining have earned your time and extra effort, especially\u2026\nBig Swings – For podcasts, if you\u2019ve built a good relationship with hosts, it\u2019s time to ask the question: what big swings can we take? Are there deeper integrations, and weird promotions worth trying \u2013 the honest to goodness creative opportunities that come to mind when you ask; \u201cWhat else should we do?\u201d Jason\u2019s approach: \u201cIf you’re going to do 50 ads or 25 ads with a partner podcast, I would ask them; Got any pot sweeteners for us?\u201d\nBrand Wins – Turns out the secret to building a brand is like building a blog. Jason invokes the advice of Peter Rojas: \u201cShow up every day and don\u2019t quit.\u201d As this age of efficiency transitions into the next era, brands will matter even more. Consumers will remember how your brand has (or hasn\u2019t) been showing up for them, day after day.\n\nPull 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\u2019s easy! Just apply here to join our CAO Club!\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4100,"title":"CAOs, Get A Recap of Last Week\u2019s Podcast Movement Evolutions From Panelists and Attendees; Edison\u2019s 2024 Audio Insights Are Here!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-140403.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/caos-get-a-recap-of-last-weeks-podcast-movement-evolutions-from-panelists-and-attendees-edisons-2024-audio-insights-are-here\/","date":"April 3, 2024","description":"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\u2019s event and distill days of insights into bite-sized chunks. No travel or expense report required.\nDan 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\u2019re beyond pleased to welcome back (albeit with technical difficulties) one of the featured speakers at this year\u2019s event, and frequent MRT special guest, James Cridland, the world\u2019s favorite Audio Futurologist (Podnews, Podcast Business Journal).\n\u201cTo see somebody (Amy Poehler) that has the option of being in any type of media they want, choosing podcasts\u2026 is very validating for where we are at with this channel.\u201d –\u00a0Dan Granger (Oxford Road CEO & Founder)\nWe\u2019re talking about why Amy Poehler prefers Podcast as her platform, how Stew Redwine is taller than you might think, why James Cridland\u2019s MowPod shirt may be a collector\u2019s item, and so much more. Let\u2019s listen in.\nFinding 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.\nYouTube Saving Live Reads – \u200b\u200bInadvertently \u25b6\ufe0f – There appeared to be an aversion to YouTube (overall) at this year\u2019s 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\nTake the \u201cAI\u201d Out of Audio\u2026 – \u2026It\u2019s all about the \u201cU-DO\u201d. Everyone at this year\u2019s event was talking about AI and how it will change our industry.\u00a0 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\u2019s what \u201cU DO\u201d that makes the difference. Personal connection will matter even more in our future AI world.\nFor audio insights you won\u2019t get anywhere else, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nNo User\u2019s Manual Required\nThis\u00a0Internet thing\u00a0might be sticking around for a while, and we\u2019re just as shocked as you are. In light of that fact, it\u2019s no surprise that the tech genre features some of the most insightful, full-throated reporting out there. Well-known Internet user and tech journalist,\u00a0Taylor Lorenz, has partnered with\u00a0Vox\u00a0to 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\u2019s that charming persona that makes her work pleasing to listeners who are easing themselves into self-education and self-improvement.\u00a0Power User\u00a0is steadily growing, and once this show finds its foothold, it\u2019ll be a prime option for clients aiming to reach informed young professional techies. Power your way through to the link below for more.\nGet The Deal\n\nThe Role Has Been Filled\nWork-Life Balance\u00a0has 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.\u00a0Nicole Lapin\u00a0and\u00a0Jason Feifer\u00a0help listeners find that harmony with their\u00a0Help Wanted\u00a0podcast on the\u00a0Money 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\u00a0Money Rehab, a show diving into specific issues involving personal finance, small business stewardship, and real estate.\u00a0Money Rebab\u00a0already has a slate of great partnerships with B2B advertisers, and DTC brands. And thanks to the show\u2019s frequent publishing schedule, there\u2019s still room to test through EOY. Find harmony by clicking the link below.\nGet The Deal\n\nIn Case You Missed It\nAmazon’s New TV Ingredient: Podcasts\nAudible 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\u00a0James Patterson, and “Suits” creator\u00a0Aaron Korsh\u00a0to 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.\nRead More\nNewsflash: Podcasts Reach Decision Makers\nNew research from Signal Hill shows that business decision makers are avid podcast listeners, often consuming over 5 hours of podcasts weekly. They\u2019re 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.\nRead More\nThe 2024 Infinite Dial is Here!\nMonthly 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.\nRead More\n\n#SaveTheLiveReads\nAnything But \u201cMiss Understood\u201d When It Comes To Prolon\nWhen it comes to fasting, how many different methods or blogs have you listened to in an effort to kick start a health cleanse?\u00a0Rachel Uchitel\u00a0certainly knows a thing or two about that! In her\u00a0setup, she describes her regular reset period during the transition from Winter to Spring, wanting to avoid exhaustion and instead come out rejuvenated! Well it\u2019s a good thing she found\u00a0Prolon! On her\u00a0Miss\u00a0Understood with Rachel Uchitel\u00a0podcast, she delivers strong\u00a0substantiation\u00a0referring to the beginning of her journey with this fasting-science nutrition program. Rachel\u2019s excitement can be felt through the audio waves as she describes the food items in her subscription box. Her\u00a0influence\u00a0for this product is infectious, as she uses her platform to document the journey with\u00a0Prolon. In the end, her recommendation will surely produce\u00a0growth\u00a0for Prolon. As a partner with us here at\u00a0Oxford Road, Rachel makes the top of the host list, with a stellar grade.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nDan Granger Shares View From The Top\nDuring last week\u2019s\u00a0Podcast Movement Evolutions,\u00a0Dan Granger, Oxford Road CEO & Founder, joined a diverse panel including leaders;\u00a0Drew Marcus\u00a0(Guggenheim Securities),\u00a0Jenna Weiss-Berman\u00a0(Audacy & Pineapple Media), and\u00a0Sarah van Mosel\u00a0(SiriusXM), for the movement\u2019s annual \u201cView From The Top\u201d 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\u2019s event and this panel, Amplifi\u2019s recap will bring you up to speed.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1452,"title":"FOMO NOMO\u2019 - Recapping Podcast Movement Evolutions 2024","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/Zg2iATskWekewCU8_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/fomo-nomo-recapping-podcast-movement-evolutions-2024\/","date":"April 3, 2024","description":"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\u2019s event and distill days of insights into bite-sized chunks. No travel or expense report required.\nDan 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\u2019re beyond pleased to welcome back (albeit with technical difficulties) one of the featured speakers at this year\u2019s event, and frequent MRT special guest, James Cridland, the world\u2019s favorite Audio Futurologist (Podnews, Podcast Business Journal).\n\n\u201cTo see somebody (Amy Poehler) that has the option of being in any type of media they want, choosing podcasts\u2026 is very validating for where we are at with this channel.\u201d\n\nDan Granger (Oxford Road CEO & Founder)\n\nWe\u2019re talking about why Amy Poehler prefers Podcast as her platform, how Stew Redwine is taller than you might think, why James Cridland\u2019s MowPod shirt may be a collector\u2019s item, and so much more. Let\u2019s listen in.\nFinding 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.\nYouTube Saving Live Reads – \u200b\u200bInadvertently \u25b6\ufe0f – There appeared to be an aversion to YouTube (overall) at this year\u2019s 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\nTake the \u201cAI\u201d Out of Audio\u2026 – \u2026It\u2019s all about the \u201cU-DO\u201d. Everyone at this year\u2019s event was talking about AI and how it will change our industry.\u00a0 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\u2019s what \u201cU DO\u201d that makes the difference. Personal connection will matter even more in our future AI world. \nFor audio insights you won\u2019t get anywhere else, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4104,"title":"MRT Podcast Uses AI to Talk to the Animals; The Duchess of Sussex Switches Networks Again, and Again; Taylor Swift Commandeers New Heights","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZgtI9Mt2UUcvBUXM_WebsiteGraphics-3-.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/golocalise-uses-ai-to-translate-your-favorite-podcast-for-your-pets-2\/","date":"April 1, 2024","description":"CAOs you are in luck\u2013 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!\nThis 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).\nWe\u2019re 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.\n\u201cFolks are educating themselves about where and how food is grown \u2013 they\u2019re 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.\u201d \u2014 Willie Nelson\nChewing 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\u2019s new show) because it\u2019s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It\u2019s refreshingly in the weeds and with no sponsorships yet, they\u2019re 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.\nSniff\u00a0 Out The Bargains – There\u2019s no election-year ad bump yet, but that doesn\u2019t mean it\u2019s 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\u2019re not expecting all the negative spend forces to hold as the year continues. For CAOs, don\u2019t expect avails will be as easy in August-November when the race heats up.\nAttempting to Rule The Roost – Amazon Music inks a deal to bring UK podcasts to American ears. It\u2019s 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\u2019s Union Deal) we\u2019re seeing a push to move audience-vetted, low-risk content abroad.\nFor audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nTaylor Swift Replaces Kelce Brothers as New New Heights Host\nIn 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.\nAt press time, former host, Travis Kelce was quoted, \u201cI understand that we could never reach the levels of media success that Taylor will bring to the Podcast, but I didn\u2019t expect this was the way she\u2019d tell me we were breaking up.\u201d\nGet The Deal\n\nMeghan Markle\u00a0Launches New Podcast with The Daily Wire\nThe Duchess of Sussex took to TikTok Friday afternoon to tell fans she is launching a new Pod, \u201cThe Fabulous Ms. Markle\u201d in partnership with The Daily Wire. \u201cIt is with a heavy heart that I announce that I have cut ties with\u00a0Lemonada Media, and will be moving forward in partnership with Ben Shapiro and The Daily Wire,\u201d she reported. A spokesperson for the Royal\u00a0confirmed 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.\nGet The Deal\n\nIn Case You Missed It\nI Just Wanted to Make Things Right\nAfter tirelessly crunching numbers, Podscribe\u2019s 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\u00a0World Headquarters in Austin, Texas on Friday with tiki torches and pitchforks in tow. Amidst allegations of \u201cHaving to ruin it for everybody,\u201d Birsinger negotiated an informal settlement, offering\u00a0Podscribe\u00a0gift cards with 20% discounts to be handed out to all affected parties at the IAB Upfronts in New York City on May 8th.\nRead More\nPredictive Brand Safety Reveals Controversial Remarks Before They Occur\nIn a bizarre turn of events, advertisers in the podcasting world have taken a page out of the sci-fi thriller Minority Report\u00a0to 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.\nRead More\nMeghan Markle Announces New Branded Podcast with iHeart Media\nIn 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,\u00a0American 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\u00a0iHeartRadio app.\u00a0 Deal terms were not disclosed.\nRead More\nAI’s Surprise New Star\nLast week, podcast watchdog\u00a0Bryan Barletta\u00a0recently uncovered that\u00a0Lex Fridman and his renowned show have\u00a0been 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\u2019s social feeds post announcements in the Sounds Profitable Newsletter on Friday.\nThe 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\u00a0BetterHelp.”\nRead More\nSpotify Announces End of Minimum Guarantee Deals, Re-Signs Meghan Markle\nAfter Spotify\u2019s recent earnings call sharing positive news about the treamer\u2019s path to profitability, CEO\u00a0Daniel Ek\u00a0shared 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\u2019s\u00a0Ashley Carmen\u00a0was 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.\nRead More\n\n#SaveTheLiveReads\nBill Burr Knows How to Sell (NSFW)\nIt has been 10 years since Bill Burr put this gem into the world on his\u00a0Monday Morning Podcast\u00a0and 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\u00a0A: the client didn\u2019t pay for this ad read, and\u00a0B: it was the best-performing spot they had run to date.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1462,"title":"GoLocalise Uses AI to Translate Your Favorite Podcast for YOUR PETS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZgtI9Mt2UUcvBUXM_WebsiteGraphics-3-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/golocalise-uses-ai-to-translate-your-favorite-podcast-for-your-pets\/","date":"April 1, 2024","description":"CAOs you are in luck\u2013 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!\u00a0\nThis 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).\nWe\u2019re 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.\n\n\u201cFolks are educating themselves about where and how food is grown \u2013 they\u2019re 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.\u201d\n\u2014 Willie Nelson\n\nChewing 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\u2019s new show) because it\u2019s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It\u2019s refreshingly in the weeds and with no sponsorships yet, they\u2019re 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.\nSniff\u00a0 Out The Bargains – There\u2019s no election-year ad bump yet, but that doesn\u2019t mean it\u2019s 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\u2019re not expecting all the negative spend forces to hold as the year continues. For CAOs, don\u2019t expect avails will be as easy in August-November when the race heats up.\nAttempting to Rule The Roost – Amazon Music inks a deal to bring UK podcasts to American ears. It\u2019s 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\u2019s Union Deal) we\u2019re seeing a push to move audience-vetted, low-risk content abroad.\nFor audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4107,"title":"The MRT Recaps Europe\u2019s Top Audio Event, Caitlyn Jenner\u2019s New Podcast, & Amazon\u2019s Latest Pod Move; The Ghost of Elvis Sues Podcast; What About Joni?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-142734.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/finding-new-hits-celebrity-overload-minding-the-game-and-the-british-podcast-invasion-2\/","date":"March 27, 2024","description":"CAOs you are in luck\u2013we have a new Industry Edition of the Media Roundtable for you that does not disappoint.\nDan 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\u2019re beyond pleased to welcome back James Cridland, World\u2019s Favorite Audio Futurologist (Podnews, Podcast Business Journal).\nWe\u2019re talking; buzzy new sports podcasts, Ringer\u2019s (mostly) AI-proof union deal, the British Podcast Invasion, and so much more. Let\u2019s dig in.\n\u201cListeners 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.\u201d – Dan Granger (Oxford Road\u00a0 CEO & Founder)\nMinding 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\u2019s new show) because it\u2019s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It\u2019s refreshingly in the weeds and with no sponsorships yet, they\u2019re 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.\nBumpwatch 2024 – There\u2019s no election-year ad bump yet, but that doesn\u2019t mean it\u2019s 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\u2019re not expecting all the negative spend forces to hold as the year continues. For CAOs, don\u2019t expect avails will be as easy in August-November when the race heats up.\nBBC Crosses the Pond – Amazon Music inks a deal to bring UK podcasts to American ears. It\u2019s 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\u2019s Union Deal) we\u2019re seeing a push to move audience-vetted, low-risk content abroad.\nFor audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nSincerely Yours, The Influencer\nThis week, podcast insiders descend upon Downtown Los Angeles for\u00a0Podcast Movement Evolutions 2024. While we\u2019re all most excited for the panels boasting our very own\u00a0Oxford Roadies, there\u2019s also a lot of buzz around podcast superstars and other celebs attending. This week we\u2019re showcasing two such podcaster greats speaking on panels.\u00a0Lori Gottlieb and Guy Winch\u00a0are published authors, advice columnists, and therapists. Their\u00a0Premiere Network\u00a0podcast,\u00a0Dear 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\u2019s an intimate, humane experience devoted listeners have championed since the podcast\u2019s premiere on Premiere. Their longest running advertising partners are generally self-improvement based, with a female demo.\nGet The Deal\n\nWe’re Not Worthy. We’re Not Worthy\nOur second expert is\u00a0Erica Mandy, an award-winning broadcast journalist who hosts the wildly popular DR darling,\u00a0The Newsworthy. Since joining\u00a0AdvertiseCast\u00a0in 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\u2019s bright, effective delivery cuts through the gloom and bluster of the day\u2019s 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 \u2018brand safe,\u2019 while also engaging consumers where they live.\nGet The Deal\n\nIn Case You Missed It\nMusic Isn\u2019t Dead, It\u2019s Just Different\nIn 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\u2019s dollars, so the picture isn\u2019t as rosy as one might think. Just the same, if you\u2019re a CAO and don\u2019t 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.\nRead More\nThank You, Thank You Very Much\nTennessee passes the Elvis Act, pioneering legislation to safeguard against AI-generated audio and image impersonations. Named after Elvis Presley,\u00a0it 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\u2019re in for a long and bumpy ride as regulation attempts to catch up with advances in AI technology.\nRead More\nIs That a Dead Ringer or AI?\nThe 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.\nRead More\n\n#SaveTheLiveReads\nOversharing Millennials Conquer Aging with Clarins\nWhat happens when you take a relationship enthusiast, a clinical therapist, and the\u00a0Betches Media\u00a0team? You get a millennial\u2019s dream come true with the\u00a0Oversharing\u00a0podcast! Led by a dynamic sister duo, hosts\u00a0Jordana Abraham\u00a0and her big sister\u00a0Dr. 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\u2019s endorsement for\u00a0Clarins\u00a0is an example of smart product placement and brand alignment by our\u00a0Oxford Road\u00a0team. The sisters utilize the PE script prompt; \u201cIf you\u2019re like me\u2026\u201d immediately creating a universal connection with their audience. This hooks listeners in, with\u00a0substantiation\u00a0that hosts actually use\u00a0Clarins\u00a0products. Adjectives like \u201cobsessed, amazing, tried and true\u201d seal the deal with positive\u00a0execution! No complaints here about this kind of oversharing!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nStew Loves Chachi, Chachi Loves Everybody\nIt\u2019s likely only 25 of our readers will actually get the reference, but that\u2019s what happens when you\u2019re in the game for sooo long. The audio geniuses over at\u00a0Benztown\u00a0and their podcast,\u00a0Chachi Loves Everybody\u00a0hosted by\u00a0Dave “Chachi” Denes,\u00a0recently featured Oxford Road VP of Creative Services\/Super Audio-Nerd,\u00a0Stew Redwine\u00a0and Music Journalist,\u00a0Lyndsey 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!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1461,"title":"Finding New Hits - Celebrity Overload, Minding the Game, and The British Podcast Invasion","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZgtFXMt2UUcvBUWb_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/finding-new-hits-celebrity-overload-minding-the-game-and-the-british-podcast-invasion\/","date":"March 27, 2024","description":"CAOs you are in luck\u2013we have a new Industry Edition of the Media Roundtable for you that does not disappoint.\nDan 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\u2019re beyond pleased to welcome back James Cridland, World\u2019s Favorite Audio Futurologist (Podnews, Podcast Business Journal).\nWe\u2019re talking; buzzy new sports podcasts, Ringer\u2019s (mostly) AI-proof union deal, the British Podcast Invasion, and so much more. Let\u2019s dig in.\n\n\u201cListeners 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.\u201d\n\nDan Granger (Oxford Road\u00a0 CEO & Founder)\n\nMinding 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\u2019s new show) because it\u2019s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It\u2019s refreshingly in the weeds and with no sponsorships yet, they\u2019re 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.\nBumpwatch 2024 – There\u2019s no election-year ad bump yet, but that doesn\u2019t mean it\u2019s 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\u2019re not expecting all the negative spend forces to hold as the year continues. For CAOs, don\u2019t expect avails will be as easy in August-November when the race heats up.\nBBC Crosses the Pond – Amazon Music inks a deal to bring UK podcasts to American ears. It\u2019s 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\u2019s Union Deal) we\u2019re seeing a push to move audience-vetted, low-risk content abroad.\nFor audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4111,"title":"Ad Infinitum S2E2 - Network Founder Shares Secrets to Getting Better Host Reads; Celeb Podcasts Good for Your Brand?; Hala Taha Shows How it\u2019s Done","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-143552.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e2-hosts-are-people-too-featuring-jordy-meiselas-of-meidastouch-2\/","date":"March 20, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back with a new episode! Presenting Ad Infinitum Season 2, Episode 2 – “Hosts are People Too.”\nHost 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\u2019re 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\u2019s one of the three Founders of the wildly popular MeidasTouch Network and co-host of The MeidasTouch Podcast.\nJoin 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)?\n\u201cI know my audience better than anybody\u2026 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.\u201d – Jordy Meiselas, co-Founder MeidasTouch Network, co-host The MeidasTouch Podcast\n\nImpersonal Endorsements \ufe0f- Personal endorsements can make a read really sing. Even if a host doesn\u2019t have personal experience with your product, they can still connect authentically with the problem it\u2019s trying to solve and a solution. Stew and Jordy take their best shots\u2013their thoughts earn a place in your next ad.\nMost 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.\nTelling & Selling \ufe0f – You\u2019ve probably heard \u201cthe more you tell, the more you sell\u201d (possibly from us). But Jordy adds a key caveat that anyone creating copy (or reading it) needs to keep in mind: Don\u2019t ramble!\n\nCraving more essential insights from both sides of the mic? Catch the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nRadio\u2019s Clown Prince Moves to Podcasting\nComedians\u2019 crazy stories aren\u2019t contained to just their stand-up, and this latest podcast from Audioboom knows that all too well. Hosted by\u00a0Dan Soder,\u00a0and 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\u2019s\u00a0Guy Code\u00a0but his most loyal listeners know him from extensive appearances on SXM\u2019s\u00a0The Bonfire\u00a0and\u00a0Opie and Anthony, two comedy monoliths with seasoned male appeal. Soder\u2019s newest venture is far more stripped down and simplistic, including one-on-one conversations with beloved figures like;\u00a0Todd Barry,\u00a0Shane Gillis, and\u00a0Andrew Santino. The podcast already works with several DTC brands that test heavily in male skew comedy. So, if you\u2019re an advertiser trying to reach that specific demographic, this is a surefire winner. Laugh with us, not at us, when we say;\u00a0go to the link below for more info.\nGet The Deal\n\nStarted From the Bottom, Now We\u2019re Here\nWe\u2019re over thirty years removed from the shoulder pads and ubiquitous tweed of Melanie Griffith\u2019s\u00a0Working Girl. Yet today\u2019s working girl is still looking to get ahead. Media company founder and marketing guru\u00a0Ellen Yin\u00a0demystifies 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nPodcasts: This Season\u2019s Celebrity \u201cMust Have\u201d\nCelebrity 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.\nRead More\nI Want My Spotify – Streamer Launches Music Videos\nSpotify recently announced the beta launch of music videos\u00a0on 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\u00a0Emarketer; 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.\nRead More\nWondery Primes the Podcast Pump\nPodcasting has landed on Amazon Prime Video with Wondery’s inclusion of Six Trophies\u00a0with Jason Concepcion and Shea Serrano,\u00a0Over the Top\u00a0with Michelle Beadle and Peter Rosenberg, and\u00a0Alternate Routes\u00a0with 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.\nRead More\n\n#SaveTheLiveReads\n\u201cIndeed!\u201d Helps Hala Taha Hire the Best!\nOne of the staple values at\u00a0Oxford Road\u00a0is\u00a0Innovation: \u201cTo leverage data, market position, and talent to redefine the value potential of an agency partner.\u201d 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.\u00a0Hala Taha,\u00a0Young and Profiting\u00a0company founder, CEO, and podcasting expert for the ages, is a prime example of this philosophy! Dubbed\u00a0\u201cThe Podcast Princess\u201d, her show\u00a0Young and Profiting with Hala Taha\u00a0(YAP), is best known for the \u201cactionable advice you can use in your life no matter your age, profession or industry.\u201d Sounds pretty universal RIGHT?! When Hala confidently\u00a0substantiates\u00a0that\u00a0Indeed\u00a0helped her hire some of the best employees at her company, that\u2019s no small endorsement! Taha\u2019s\u00a0execution\u00a0is 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\u00a0innovative change maker, and with assistance from\u00a0Indeed, Hala Taha is able to continue to grow her company with the right people and position herself as an Oxford Road Favorite!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1466,"title":"Ad Infinitum S2:E2 - \"Hosts Are People Too\" featuring Jordy Meiselas of MeidasTouch","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZfsgRgmzsfHOGJM5_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e2-hosts-are-people-too-featuring-jordy-meiselas-of-meidastouch\/","date":"March 20, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back with a new episode! Presenting Ad Infinitum Season 2, Episode 2 – “Hosts are People Too.”\nHost 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\u2019re 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\u2019s one of the three Founders of the wildly popular MeidasTouch Network and co-host of The MeidasTouch Podcast.\nJoin 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)?\n\n\u201cI know my audience better than anybody\u2026 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.\u201d\n\nJordy Meiselas, co-Founder MeidasTouch Network, co-host The MeidasTouch Podcast\n\n\nImpersonal Endorsements \ufe0f- Personal endorsements can make a read really sing. Even if a host doesn\u2019t have personal experience with your product, they can still connect authentically with the problem it\u2019s trying to solve and a solution. Stew and Jordy take their best shots\u2013their thoughts earn a place in your next ad.\nMost 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.\u00a0\nTelling & Selling \ufe0f – You\u2019ve probably heard \u201cthe more you tell, the more you sell\u201d (possibly from us). But Jordy adds a key caveat that anyone creating copy (or reading it) needs to keep in mind: Don\u2019t ramble!\n\n\nCraving more essential insights from both sides of the mic? Catch the full episode by clicking below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4115,"title":"MRT Returns with All New Industry Edition; True Crime Advertising Now Backed by Science; RIP Rooster Teeth; Joe Rogan Grows His Audience\u2026 Again!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-144619.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-returns-with-all-new-industry-edition-true-crime-advertising-now-backed-by-science-rip-rooster-teeth-joe-rogan-grows-his-audience-again\/","date":"March 13, 2024","description":"Chief Audio Officers, it\u2019s time for an all-new Industry Edition of the Media Roundtable.\nDan Granger (Oxford Road Founder & CEO) is back on the host microphone, joined by fellow agents of influence, \u201cFunkle\u201d Kyle Jelinek (Oxford Road VP of Client Strategy) Spencer Semonson (Oxford Road Media Buyer & Planner Extraordinaire), and Neal Lucey (Oxford Road EVP, Strategy & Product).\u00a0 And we\u2019re overjoyed to welcome back James Cridland, the world\u2019s favorite Radio Futurologist (Podnews, Podcast Business Journal).\nWe\u2019re 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\u2019s dig in.\n\u201cIf you’re looking for them to make a great impression with your ad, first, you need to make a great impression on the host.\u201d – Dan Granger (Oxford Road Founder & CEO)\nLike 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\u2019ve 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\u2019s being shopped around\u2013here\u2019s hoping they find a great new home; for CAOs, a strong recommendation to try placements on their shows when they do.\nThe 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\u2019s 9%. But Spotify for Podcasts is pretty limited for advertising options. In fact, Joe Rogan switched to Spotify\u2019s paid option, Megaphone (#5, 4%), after just a few weeks. Something to watch for CAOs \u2013 will Megaphone\u2019s share grow, creating greater advertising opportunities?\nCrime Pays \ufe0f– IAB Australia’s ‘Crime Pays Report\u2019 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 \u2018how to\u2019 tips, since it\u2019s so effective. Two suggestions for CAOs \u2013 match the understated tone and try a light thematic tie-in.\nThere is so much more covered in this episode (including Spencer\u2019s new iPhone-buster) that we can\u2019t cover here\u2013so to get all of the audio insights you won\u2019t get anywhere else, tune into the full episode by engaging with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nA Very Good Place\nSmartless Media\u00a0and the folks at\u00a0Wondery\u00a0have added to their roster, this time centering around the cat killing culprit: curiosity. Host\u00a0D\u2019Arcy Carden\u00a0(best known for her role on\u00a0The Good Place) is joined each week by a crew of comedians. They begin with one specific topic, answering Carden\u2019s trivia questions, and then connect it to another\u00a0disparate\u00a0topic. 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\u2019t grown to a level where it\u2019s become available to DR advertisers, the coming weeks will certainly change this, as it\u2019s already climbing the charts. We\u2019re 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.\nGet The Deal\n\nDoctor, Doctor, Give Me the News\nOne of the main reasons women flock to podcasts is because they often broach\u00a0taboo topics\u00a0previously stigmatized in mainstream society. There\u2019s nothing more mysterious or daunting than mental and physical health.\u00a0Dr. Thais Aliabadi, \u201cDr. A,\u201d\u00a0and Women’s Advocate & Influencer,\u00a0Mary 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.\nThis\u00a0Dear Media\u00a0original is the perfect intersection between wellness and health \u2013 down to earth in its framing, yet boasting star guests like\u00a0SZA\u00a0and\u00a0Olivia 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\u2019s no chore to click below for more.\nGet The Deal\n\nIn Case You Missed It\nTop Podcast Star Goes Down the Tubes\nFull episodes of the JRE are now back on YouTube (and strangely, as pointed out by our panel in this week\u2019s MRT Podcast, they\u2019re NOT categorized as\u00a0 \u201cpodcast\u201d) after Joe Rogan\u2019s exclusivity deal with Spotify ended. The early results are in and it\u2019s no surprise the JRE is a BIG hit on the #1 video streamer. Rogan\u2019s interview with comedian\u00a0Katt Williams, uploaded a little over a week ago, has already garnered 14 million views and counting. Consider this CAO\u2019s: The Joe Rogan Experience is already the #1 podcast by a wide margin and that statistic likely just got bigger.\nRead More\nGenZ Likes Radio\nDespite 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\u2019s WICB, The Station for Innovation, which exemplifies the uniqueness of college radio \u2014 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,\u00a0content is king, and legacy media can thrive when content is compelling.\nRead More\nAI Gets Personal\nA 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\u00a0Dentsu\u00a0campaign for\u00a0Intel, 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.\nRead More\n\n#SaveTheLiveReads\nThe Personal True Value of NetSuite with Kara Goldin\nIf you don\u2019t know who\u00a0Kara Goldin\u00a0is, have you been living under a rock?! Former CEO & Founder of\u00a0HINT\u00a0water is a genius when it comes to starting a successful business. Now also a successful author and host of\u00a0The Kara Goldin Show, her podcast thrives on\u00a0knowledgeable discussions with some of the greatest entrepreneurs and changemakers in the industry \u2014 a smashing success for\u00a0Oxford Road\u00a0because she delivers an advertisement for our client\u00a0NetSuite, a company she stands behind from her own personal\u00a0substantiation. 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\u00a0positioning\u00a0testament as to why people with real stories of success should sponsor this company. With guidance from\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0components, Kara delivers a personal, authentic, and trustworthy sponsorship for her audience. This aligns perfectly with a core founding statement from\u00a0Oxford Road Founder & CEO Dan Granger;\u00a0\u201cOur ability to connect with our clients\u2019 customers is the real measure of the value we bring.\u201d\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1463,"title":"Ears Wide Open: Oscar\u2019s Audio Ad, Spotify\u2019s Dominance, & Rooster Teeth\u2019s Downfall","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZfIDQUmNsf2sHkA5_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ears-wide-open-oscars-audio-ad-spotifys-dominance-and-rooster-teeths-downfall\/","date":"March 13, 2024","description":"Chief Audio Officers, it\u2019s time for an all-new Industry Edition of the Media Roundtable.\nDan Granger (Oxford Road Founder & CEO) is back on the host microphone, joined by fellow agents of influence, \u201cFunkle\u201d Kyle Jelinek (Oxford Road VP of Client Strategy) Spencer Semonson (Oxford Road Media Buyer & Planner Extraordinaire), and Neal Lucey (Oxford Road EVP, Strategy & Product).\u00a0 And we\u2019re overjoyed to welcome back James Cridland, the world\u2019s favorite Radio Futurologist (Podnews, Podcast Business Journal).\nWe\u2019re 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\u2019s dig in.\n\n\u201cIf you’re looking for them to make a great impression with your ad, first, you need to make a great impression on the host.\u201d\n\nDan Granger (Oxford Road Founder & CEO)\n\nLike 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\u2019ve 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\u2019s being shopped around\u2013here\u2019s hoping they find a great new home; for CAOs, a strong recommendation to try placements on their shows when they do.\nThe 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\u2019s 9%. But Spotify for Podcasts is pretty limited for advertising options. In fact, Joe Rogan switched to Spotify\u2019s paid option, Megaphone (#5, 4%), after just a few weeks. Something to watch for CAOs \u2013 will Megaphone\u2019s share grow, creating greater advertising opportunities?\nCrime Pays \ufe0f– IAB Australia’s ‘Crime Pays Report\u2019 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 \u2018how to\u2019 tips, since it\u2019s so effective. Two suggestions for CAOs \u2013 match the understated tone and try a light thematic tie-in.\n\nThere is so much more covered in this episode (including Spencer\u2019s new iPhone-buster) that we can\u2019t cover here\u2013so to get all of the audio insights you won\u2019t get anywhere else, tune into the full episode by engaging with the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4118,"title":"Podcast Host Reveals The Secrets to Getting the Best Host Reads; Female-Hosted Podcasts You Should Be Sponsoring; Surprise! Women Like Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-05-145317.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-host-reveals-the-secrets-to-getting-the-best-host-reads-female-hosted-podcasts-you-should-be-sponsoring-surprise-women-like-podcasts\/","date":"March 6, 2024","description":"It\u2019s a brand new episode of the Media Roundtable, and for all our Chief Audio Officers, we\u2019re focusing on the other side of the microphone. That\u2019s 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.\nJoanna 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\u2019s a former senior writer for Vanity Fair penning multiple cover stories, and in 2019, SyFy dubbed her the “Queen of Game of Thrones.”\nTogether 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\u2019s dig in.\n\u201c[What\u2019s] fascinating about podcasts\u2026\u00a0 is the idea of intimacy that it creates because people so often listen to podcasts while they’re doing something else\u2026 and so then you become this friend in their ear.\u201d –\u00a0Joanna Robinson, Podcaster, Author\nFan 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\u2013you should know who they are by hearing an episode. Also, are they perceived as welcoming to new members of the community? Even though Joanna\u2019s expertise runs deep for different fandoms she serves, she remains a smart and friendly guide, not a gatekeeper.\nKiller Copy: Host Edition – Want to make sure your ads sing when hosts read them? Joanna gives 3 tips:\n\nIn-depth experience = in-depth endorsements. Whenever possible, give hosts the product.\nEncourage tandem reads. Co-host ad reads are more fun than solo-mode.\nFive bullet points max. Long copy = bored hosts = bored audience.\n\nSimplify, Simplify – Think your product\u2019s complex? Wondering how to explain \u2018Game of Thrones\u2019 so a newbie can get it? Whether it\u2019s 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.\nTo be lured deeper into fandom (and no doubt become a Joanna Robinson fan yourself), check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nHeavy is The Head That Wears The Crown\nMarch is Women\u2019s History Month, and\u00a0Oxford Road\u00a0is highlighting two accomplished female podcast hosts in our classifieds this week. TikToker-artist\u00a0Chiara King\u00a0is a girl\u2019s girl, an honesty addict, and a personable host in her new show on\u00a0Wizard Radio.\u00a0King is a UK personality with international reach, thanks to her deeply relatable content on heartbreak, relationships, and self-actualization. It\u2019s clear she identifies with similar Gen Z content creators based on her video component, which features\u00a0her presenting from her\u00a0comfy looking bed. King\u2019s 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.\nGet The Deal\n\nIt\u2019s Lonely at the Top\nValeria Lipovetsky\u00a0recently moved her blue chip podcast to\u00a0QCode, and with it comes a dedicated audience of 30-something women assessing their lives. Lipovetsky has been in her listeners\u2019 shoes, so she provides guidance and advice that\u2019s easily accessible and thoroughly interesting. Each week she\u2019s 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\u2019s discussing barrier breaking ideas. While the show has not taken on advertisers yet, it\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nBreaking News: Women Like Podcasts\nWe 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.\u00a0 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\u2019re 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.\nRead More\nHow to Win Trust with Every Listen\nMorning 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\u2013enewsletters were not part of the study, but you can trust us on this.\nRead More\nYou Want Reach? Audio\u2019s Got Reach!\nAudio\u2019s biggest proponent, Pierre Bouvard\u00a0conducted 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.\nRead More\n\n#SaveTheLiveReads\nRooster Teeth Goes to the Doc & More…\nIn light of the\u00a0recent news\u00a0about the pioneers at\u00a0Rooster Teeth\u00a0shutting down operation, this one hits differently.\u00a0Armando Torres, host of the\u00a0Rooster Teeth Podcast, recently shared what it\u2019s like to go to the doctor\u2019s office and have them grill you like a stingy, bitter family member, as he spoke about\u00a0life before\u00a0Zocdoc! The comedian grabs your attention with his hilarious\u00a0setup\u00a0about this universal experience. C\u2019mon, like, who hasn\u2019t tried to impress their grandmother?! His\u00a0execution\u00a0of 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\u00a0Oxford Road\u00a0Audiolytics\u2122\u00a0personal substantiation\u00a0component. This host can\u2019t help but provide reliable feedback, making him a true champion for a long-time partnership with\u00a0Zocdoc. If you were on the hunt for a new doctor, this is the guy you would take advice from. His exuberance for\u00a0Zocdoc\u00a0is genuine and Rooster Teeth\u2019s unique take on live reads stands as a testament that this will not be the last we hear of them.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHug Therapy Helps Premature Babies Develop\nEvery week, we highlight Koala Corps, the non-profit organization whose ultimate goal is to \u201chold the babies\u201d at\u00a0Children\u2019s 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.\nData suggests hugging therapy promotes neurodevelopment, protection, care, and growth. Because babies are in someone\u2019s arms, they\u2019re less stressed, their temperature is regulated more easily,\u00a0 they\u2019re less prone to sleep apnea, and they gain weight faster, compared to being in an incubator.\nEven if you can\u2019t make it to L.A. or Argentina to hold babies yourself, you can learn about other ways to help at\u00a0koalacorps.com.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1464,"title":"Joy, Fandom, and Writing Ads That Hosts Love with Joanna Robinson","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ZejjfnUurf2G3LNZ_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/joy-fandom-and-writing-ads-that-hosts-love-with-joanna-robinson\/","date":"March 6, 2024","description":"It\u2019s a brand new episode of the Media Roundtable, and for all our Chief Audio Officers, we\u2019re focusing on the other side of the microphone. That\u2019s 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.\nJoanna 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\u2019s a former senior writer for Vanity Fair penning multiple cover stories, and in 2019, SyFy dubbed her the “Queen of Game of Thrones.”\nTogether 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\u2019s dig in.\n\n\u201c[What\u2019s] fascinating about podcasts\u2026\u00a0 is the idea of intimacy that it creates because people so often listen to podcasts while they’re doing something else\u2026 and so then you become this friend in their ear.\u201d\n\nJoanna Robinson, Podcaster, Author\n\nFan 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\u2013you should know who they are by hearing an episode. Also, are they perceived as welcoming to new members of the community? Even though Joanna\u2019s expertise runs deep for different fandoms she serves, she remains a smart and friendly guide, not a gatekeeper.\nKiller Copy: Host Edition – Want to make sure your ads sing when hosts read them? Joanna gives 3 tips:\n\nIn-depth experience = in-depth endorsements. Whenever possible, give hosts the product.\nEncourage tandem reads. Co-host ad reads are more fun than solo-mode.\nFive bullet points max. Long copy = bored hosts = bored audience.\n\nSimplify, Simplify – Think your product\u2019s complex? Wondering how to explain \u2018Game of Thrones\u2019 so a newbie can get it? Whether it\u2019s 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.\n\nTo be lured deeper into fandom (and no doubt become a Joanna Robinson fan yourself), check out the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4124,"title":"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","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2026-01-06-135047.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podscribe-ceo-pete-birsinger-joins-mrt-how-to-talk-to-your-audience-for-maximum-attention-ad-age-shares-the-future-of-audio\/","date":"February 28, 2024","description":"In a brand new episode of the Media Roundtable, we\u2019re going DEEP on data with Podscribe\u2019s Q4 2024 Benchmark report. There\u2019s a treasure trove of insights, so we\u2019re sifting, questioning and transforming them into real action for all of you Chief Audio Officers out there.\nBack on the host microphone is Oxford Road Founder & CEO Dan Granger, along with fellow Oxford Road luminary Neal Lucey. And we\u2019ve brought back the absolutely best person to break down this report, Pete Birsinger, CEO & Founder of Podscribe. Together we\u2019re talking ad lengths, iOS shake ups, and whether the juice is worth the squeeze for your audio picks. Let\u2019s dig in.\n\u201cIf 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.\u201d –\u00a0Pete Birsinger, CEO & Founder of Podscribe\nDigging the Download Dip – iOS 17\u2019s 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\u2019t changed, our reporting just got better, and conversions are up.\nThe More You Tell, the More You Sell – Lots of great nuggets on best creative practices from the benchmark (\u2705 Baked-in, \u2705 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\u2019s 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).\nMetrics 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\u2013at the right price. According to the report, podcast beats streaming (1.4-1.8x), so if you\u2019re paying the same CPM, you\u2019re 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\u2019t see enough value. (And shoot us a message if you need help!)\nTo see your Q4 in a whole new light, with some bold CAO moves, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nObsessed with Obsessed\nWe\u2019re 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\u2019 other podcast;\u00a0Brooke and Connor Make a Podcast. Her most recent venture is with newly formed\u00a0TMG Studios, founded by YouTube Royalty\u00a0Cody Ko and Noel Miller. Brooke is best known for her humility and authenticity, rising to fame on\u00a0TikTok reading from her old diary and detailing her love for fanfiction.\nBrooke 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\u2019s already performing well for clients looking to reach a female-skew. If you\u2019re as obsessed as we are, click the link below for more.\nGet The Deal\n\nListeners Get a Bird\u2019s Eye View\nPublic 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\u00a0Pandora\u2019s pairing with\u00a0New Hampshire Public Radio, we\u2019re able to bring you our second top performer of the week. Covering niche topics in the natural world,\u00a0Outside\/In\u00a0is 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\u00a0more, this is definitely the podcast for you. It\u2019s 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\u00a0more\u00a0information\nGet The Deal\n\nIn Case You Missed It\nVeritonic Spills the Secret Sauce on Effective Podcast Ads\nThe Veritonic Audio Attention Report, developed in collaboration with\u00a0Realeyes, offers advertisers valuable insights for enhancing audio and podcast advertising effectiveness. Using Realeyes’\u00a0PreView\u00a0technology, 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 –\u00a0don’t try too hard\u00a0to entertain or sing a song – turn the sfx and music down and simply talk to the audience with a clear voice, about things\u00a0they actually care about, using conversational delivery.\nRead More\nIAB Doubles Down on Podcast Measurement\nThe 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\u2019re part of a valid download. This should be welcome news to CAOs.\nRead More\nThe Future Sounds Very, Very Connected\nAd 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\u2026 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.\nRead More\n\n#SaveTheLiveReads\nThe Bald and The Beautiful\u00a0\u2018Works It\u2019 for MasterClass\nThis week we\u2019re taking a listen to\u00a0Trixie\u00a0and\u00a0Katya\u00a0from\u00a0The Bald and The Beautiful\u00a0podcast as they talk about\u00a0\u201cthe sheer, unadulterated beauty of pure insanity\u201d\u00a0that is\u00a0MasterClass! Snagging these queens is a dream come true for\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0because these ladies bring the\u00a0\u2018whole package\u2019\u00a0with high energy, charisma and a flair for the dramatic. Their talents are not to be wasted, and as such, the pairing for \u201cbest in market performance at maximum viable scale\u201d is realized to the fullest with a match like\u00a0MasterClass. Hosts Trixie and Katya exude an essence that\u2019s hard to ignore, as their\u00a0execution\u00a0goes beyond the facts in their\u00a0Oxford Road\u00a0script. The way these two use\u00a0substantiation\u00a0when 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\u00a0drag!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nPodnews Tags Our Own Stew Redwine\nIn a fun role reversal, Podnews\u2019 James Cridland, a regular guest on the\u00a0Media Roundtable, asked our own\u00a0Stew Redwine, Oxford Road VP of Creative Services, to join him on\u00a0Podnews Weekly Review\u00a0to discuss what makes a good podcast ad. Get ready to take notes, you don\u2019t want to miss how to make your ads work BEST in the marketplace.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1456,"title":"Now Do This \u2013 Breaking Down Podscribe\u2019s Benchmark Report with Pete Birsinger","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65df884e9c42d04f7d9697d0_WebsiteGraphics-1-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/now-do-this-breaking-down-podscribes-benchmark-report-with-pete-birsinger\/","date":"February 28, 2024","description":"In a brand new episode of the Media Roundtable, we\u2019re going DEEP on data with Podscribe\u2019s Q4 2024 Benchmark report. There\u2019s a treasure trove of insights, so we\u2019re sifting, questioning and transforming them into real action for all of you Chief Audio Officers out there.\nBack on the host microphone is Oxford Road Founder & CEO Dan Granger, along with fellow Oxford Road luminary Neal Lucey. And we\u2019ve brought back the absolutely best person to break down this report, Pete Birsinger, CEO & Founder of Podscribe. Together we\u2019re talking ad lengths, iOS shake ups, and whether the juice is worth the squeeze for your audio picks. Let\u2019s dig in.\n\n\u201cIf 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.\u201d\n\n\u00a0Pete Birsinger, CEO & Founder of Podscribe\n\nDigging the Download Dip – iOS 17\u2019s 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\u2019t changed, our reporting just got better, and conversions are up.\nThe More You Tell, the More You Sell – Lots of great nuggets on best creative practices from the benchmark (\u2705 Baked-in, \u2705 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\u2019s 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).\nMetrics 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\u2013at the right price. According to the report, podcast beats streaming (1.4-1.8x), so if you\u2019re paying the same CPM, you\u2019re 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\u2019t see enough value. (And shoot us a message if you need help!)\n\nTo see your Q4 in a whole new light, with some bold CAO moves, tune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4127,"title":"Why Big Spend Doesn\u2019t Mean A \u201cSound\u201d Strategy\u2013Ad Infinitum Season 2 Kicks Off With A Bang; Concerned About Your Drop In Podcast Downloads? Don\u2019t Be.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-135936.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e1-sound-strategy-with-mark-pollard-2\/","date":"February 21, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back with a new season! Presenting Ad Infinitum Season 2, Episode 1 – “Sound Strategy.”\nHost 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\u2013podcast host, author, and CEO of Sweathead.\n\u201cEither do the hard work of finding words that work hard, or use words that make hard work for everyone else.\u201d – Mark Pollard, Author of \u201cStrategy is Your Words\u201d\nJoin Stew & Mark as they break down ads from big names with big budgets\u2013Progressive, Apple, Verizon, AT&T, and Pfizer. The real question: are their strategies sound? Or do they hit a sour note?\n\nRespect Your Audience – Progressive showed why they\u2019re 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.\nBehind the Logo – Mark\u2019s the owner\/creator of a very cool sonic logo for his podcast. How\u2019d he land there? He needed one in line with his love of absurdism, and didn\u2019t 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.\nInform or Entertain? – Inside every marketer, there are two wolves\u2013one that wants to entertain and one that wants to inform. Which one will win? The one you feed, of course, but the truth is\u2013you need to feed \u2018em both. We\u2019ll see which advertiser should divvy up their delicious ad copy more evenly so our wolf pack can thrive.\n\nPlus, why advertising in the US is so different than elsewhere, and why it\u2019s an especially exciting time to be a CAO. Kick off Season 2 of your audio ad Masterclass by clicking one of the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nFinancial Advisor Brings the Tough Love\nIt takes a lot to exasperate\u00a0Caleb Hammer\u00a0to the point of exhibiting comical looks, and yet he does it every week on his YouTube channel. Dubbed as the\u00a0Millennial\u00a0Dave Ramsey,\u00a0Hammer himself\u00a0was 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\u2019 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,\u00a0Creators Agency LLC. Any B2B advertisers looking to reach a younger demo will align well with Hammer\u2019s brand of edutainment and his consistent viral success. So\u00a0Hammer home\u00a0some Q1 testing success by investing in the link below.\nGet The Deal\n\nNever In a Bad Mood\nWhat else do gamers watch besides their favorite Let’s Play\u00a0videos? Most marketers have asked themselves that question at some point in time. Luckily,\u00a0The Grumps\u00a0are here to provide answers.\u00a0Game Grumps\u00a0co-hosts\u00a0Arin Hanson\u00a0and\u00a0Dan Avidan\u00a0have teamed up with\u00a0Headgum, and are now selling sponsorships for their iconic channel.\nTheir best-known segment is the\u00a010 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\u2019re often viewed as definitive\u00a0comfort 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 \u2014 start the game by clicking the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcast Downloads Have Dropped – The Audience Hasn\u2019t\nApple 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\u00a0ultimate\u00a0measure.\nRead More\nFollow The Lead of Retail in Streaming Audio\nDigital 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.\nRead More\nUnlike Cheap Trick, Podcasting Isn\u2019t Big in Japan (But it is in Mexico and Brazil)\nLatin 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.\nRead More\n\n#SaveTheLiveReads\n\u201cBabbel\u201d ing on with Justin Martindale\nAs we get older, it becomes harder to learn new hobbies, especially new languages! But this week,\u00a0Justin Martindale, host of the\u00a0JUST SAYIN\u2019\u00a0Podcast\u00a0shows his audience how to adopt the number one rule of comedy,\u00a0\u201cYes, And!\u201d, when it comes to learning something new. Martindale\u2019s\u00a0substantiation\u00a0about learning French with\u00a0Babbel\u00a0is the perfect\u00a0setup\u00a0for a great ad read. Jusin\u2019s background in stage performance and comedy offers the audience an exciting listen as he lays out the special\u00a0offer\u00a0and CTA. The key words from him are FUN and EASY, which make his\u00a0execution\u00a0count. This is precisely the kind of forward-thinking laid out in\u00a0Oxford Road\u00a0Audiolytics\u2122\u00a0components, creating the perfect formula for success!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1465,"title":"Ad Infinitum: S2E1 - \"Sound Strategy\" with Mark Pollard","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65d6914c3a605798c18c10a2_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-s2e1-sound-strategy-with-mark-pollard\/","date":"February 21, 2024","description":"The world\u2019s only podcast solely dedicated to audio ads is back with a new season! Presenting Ad Infinitum Season 2, Episode 1 – “Sound Strategy.”\nHost 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\u2013podcast host, author, and CEO of Sweathead.\n\n\u201cEither do the hard work of finding words that work hard, or use words that make hard work for everyone else.\u201d\n\nMark Pollard, Author of \u201cStrategy is Your Words\u201d\n\n\nJoin Stew & Mark as they break down ads from big names with big budgets\u2013Progressive, Apple, Verizon, AT&T, and Pfizer. The real question: are their strategies sound? Or do they hit a sour note?\n\n\nRespect Your Audience – Progressive showed why they\u2019re 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.\nBehind the Logo – Mark\u2019s the owner\/creator of a very cool sonic logo for his podcast. How\u2019d he land there? He needed one in line with his love of absurdism, and didn\u2019t 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.\nInform or Entertain? – Inside every marketer, there are two wolves\u2013one that wants to entertain and one that wants to inform. Which one will win? The one you feed, of course, but the truth is\u2013you need to feed \u2018em both. We\u2019ll see which advertiser should divvy up their delicious ad copy more evenly so our wolf pack can thrive.\n\n\nPlus, why advertising in the US is so different than elsewhere, and why it\u2019s an especially exciting time to be a CAO. Kick off Season 2 of your audio ad Masterclass by clicking one of the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4131,"title":"Media Trust is at a Record Low\u2013What it Means for Your Audio Strategy; Curb Your Podcast Budget; Podscribe Benchmark Report Lays Podcast Data All Out","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-141928.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/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\/","date":"February 14, 2024","description":"In this episode of the Media Roundtable, we\u2019re blowing things up and getting back to our roots\u2013talking with a giant making a ruckus on topics we care about deeply\u2013the fragmentation and polarization of media and impacts on democracy.\nBack 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.\nEvan is a Media Cartographer and CEO of ESHAP, with a most fascinating background. He\u2019s 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\u2019re talking about the decades-long decay of trust in news media post-Watergate, our social media echo chambers, and of course, we \u201cfollow the money\u201d. Let\u2019s dig in.\n\u201cI trusted what [the press] were telling me for the most part\u2026 and then social media comes along and says; \u2018Not so fast democracy!\u2019 and it really just pulls everybody into their corners to never emerge.\u201d – Evan Shapiro, Media Cartographer, CEO of ESHAP\nA New Fairness Doctrine \u2696\ufe0f– 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.\nWhat 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\u2019s civility score.)\n26 Words that Control Everything \u200d\u2696\ufe0f– Even if you\u2019ve never heard of Section 230, it shapes everything you see on the internet. Basically, companies are not liable for anything \u2018other\u2019 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.\nImagine how the social media landscape might change if Meta, Google, and others had their own version of a Dominion lawsuit?\n\u201cCommunity is Better than Audience\u201d – 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.\nIf there\u2019s an upside to the fragmentation of media, it\u2019s that emerging voices and niches can reach an underserved audience, and build a community that wasn\u2019t previously possible.\nDive in with us for a fiery, wide-reaching, deeply important discussion. No matter what, you won\u2019t be able to look at media consumption the same, ever again.\nTune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nPretty, Pretty, Pretty, Pretty Good\nCurb Your Enthusiasm\u00a0is winding down its final season (for the second time) and series regulars\u00a0Jeff Garlin\u00a0and\u00a0Susie Essman\u00a0are busy reminiscing. Starting from season one, the Max produced,\u00a0Premiere\u00a0sold 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\u2019s fascinating to learn how the writers processed everyone\u2019s idiosyncrasies and habits into such an off-the-wall classic. Guests will include the usual suspects; Series Creator and Lead\u00a0\u00a0Larry David,\u00a0with co-stars Cheryl Hines, and\u00a0Richard 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\u2019s die-hard fans who are looking for ways to say\u00a0goodbye. No need to stop and chat, all the info is in the link below.\nGet The Deal\n\nThe Good, The Bad, & The Podcast\nOversharing has become a virtue in our social media focused world. No two people fully embody an open, honest spirit more than childhood besties\u00a0Joe Hegyes and Andrew Muscarella. They recently joined\u00a0All Things Comedy, and are also hosts of the trending comedy podcast,\u00a0Good 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\u2019ve shared. Filtered through a nostalgic, queer, and internet obsessed lens, the show has received\u00a0viral 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\u00a0seen, so click the link below for more.\nGet The Deal\n\nIn Case You Missed It\nA Patented New Era for Brand Safety\nFresh from the U.S. Patent office, Seekr’s\u00a0Civility Score\u2122, goes beyond current brand safety and suitability standards, by helping advertisers identify personal attacks in audio content. Applied via Seekr’s\u00a0Align\u00a0platform, Civility Score\u2122 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 \u201chow\u201d a topic is discussed, is as vital as the topic itself.\nRead More\nPassionate Sports Fans Always In-Season\nAccording 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.\nRead More\nPodscribe Has the Benchmarks\nPodscribe 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 \u2018at the cost of\u2019 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.\nRead More\n\n#SaveTheLiveReads\nRobert Glazer Elevated The Podcast Ad Read\nRobert Glazer, host of\u00a0The Elevate Podcast, is a perfect testimonial example for the digital marketing platform\u00a0Constant Contact. As an\u00a0award-winning entrepreneur, #1 Wall Street Journal bestselling author, and creator of\u00a0Friday Forward, Glazer has the kind of clout that takes decades of hard work and determination to build! As a leading influencer, he brings the\u00a0Oxford Road\u00a0Audiolytics\u2122\u00a0strongest component to the table with his ability to answer the question; \u201cWhy should I trust you?\u201d 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\u00a0Substantiation!\u00a0 At\u00a0Oxford Road, we believe\u00a0Influence\u00a0is at the forefront of business. Our team of media buyers and coordinators continuously seek the greatest minds out there. With Robert Glazer\u2019s renowned influence in the business world, you can be sure when he raves about a product on his show, you\u2019re getting the\u00a0real deal!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1454,"title":"Can We Save The Media? Evan Shapiro and a New Fairness Doctrine","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65cd34de9be9a5b998b5d4e6_WebsiteGraphics-11-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/can-we-save-the-media-evan-shapiro-and-a-new-fairness-doctrine\/","date":"February 14, 2024","description":"In this episode of the Media Roundtable, we\u2019re blowing things up and getting back to our roots\u2013talking with a giant making a ruckus on topics we care about deeply\u2013the fragmentation and polarization of media and impacts on democracy.\nBack 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.\nEvan is a Media Cartographer and CEO of ESHAP, with a most fascinating background. He\u2019s 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\u2019re talking about the decades-long decay of trust in news media post-Watergate, our social media echo chambers, and of course, we \u201cfollow the money\u201d. Let\u2019s dig in.\n\n\u201cI trusted what [the press] were telling me for the most part\u2026 and then social media comes along and says; \u2018Not so fast democracy!\u2019 and it really just pulls everybody into their corners to never emerge.\u201d\n\nEvan Shapiro, Media Cartographer, CEO of ESHAP\n\nA New Fairness Doctrine \u2696\ufe0f– 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.\u00a0\nWhat 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\u2019s civility score.)\n26 Words that Control Everything \u200d\u2696\ufe0f– Even if you\u2019ve never heard of Section 230, it shapes everything you see on the internet. Basically, companies are not liable for anything \u2018other\u2019 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.\nImagine how the social media landscape might change if Meta, Google, and others had their own version of a Dominion lawsuit?\n\u201cCommunity is Better than Audience\u201d – 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.\nIf there\u2019s an upside to the fragmentation of media, it\u2019s that emerging voices and niches can reach an underserved audience, and build a community that wasn\u2019t previously possible.\nDive in with us for a fiery, wide-reaching, deeply important discussion. No matter what, you won\u2019t be able to look at media consumption the same, ever again.\nTune into the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4135,"title":"Nathan Aminian Sets Sights on Fixing Audio Attribution; What Rogan\u2019s Recommitment to Spotify Means For Podcast\u2019s Future; Super Bowl Ad Alternatives","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-142633.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/nathan-aminian-sets-sights-on-fixing-audio-attribution-what-rogans-recommitment-to-spotify-means-for-podcasts-future-super-bowl-ad-alternatives\/","date":"February 7, 2024","description":"Attention Chief Audio Officers! We\u2019re back with a very special episode of the Media Roundtable.\nDan Granger (Oxford Road Founder & CEO) is hosting, joined by audio heavyweight Bryan Barletta, (Partner & Founder at Sounds Profitable) and Oxford Road\u2019s newest Agent of Influence Nathan Aminian (EVP of Operations, Oxford Road).\nWe\u2019re talking about what Joe Rogan\u2019s new $250M Spotify deal means for podcasting, and an even bigger deal\u2013Nathan joining us at Oxford Road. Let\u2019s dig in.\n\u201cYou get to a size where there\u2019s a lot more downside in taking on a risk of switching (attribution) partners than upside.\u201d – Dan Granger, Oxford Road Founder & CEO\nA Quarter Billion and Non-Exclusivity – Rogan and Spotify make it official\u2013the walls are coming down. So much to sift through but in no particular order:\n\nIf Rogan were an athlete, it\u2019d be the 35th biggest contract ever (Sorry, Steph).\nA new age of big deals for big podcasters (not just big stars) is upon us.\nA 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.\nCAOs, ride those coattails. If the JRE is out of your budget, book spots on the shows of JRE guests\u2013they get a whopping 47% bump in engagement\u2013bonus impressions!\n\nOxford Road\u2019s Big Hire – If you\u2019ve been in the audio space, odds are you\u2019ve felt the impact of Nathan Aminian\u2019s analytics leadership at some point. As we announced last week, Nathan recently joined Oxford Road as our new EVP of Operations and he\u2019s 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\u2019s big compliment to Oxford Road: \u201cI don’t know if I’ve heard of a vendor that you haven’t worked with or have a perspective on.\u201d) 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\u2019ll achieve a level of trust and truth that\u2019ll help all of our CAOs make better decisions. Hard not to get excited about that.\nAs always, for audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nA Random Person on the Internet\nYouTube is still seen as the Wild West for DR brands thanks to unreliable YouTubers. That\u2019s why high performers are that much more valuable, thus we have two such options for you this week. We\u2019re starting strong with Double Play Projects\u2019\u00a0D\u2019Angelo 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\u2019Angelo\u2019s 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.\nGet The Deal\n\nDocumentaries Come to YouTube\n\u201cNew\u00a0j aubrey\u00a0just dropped,\u201d is a common phrase uttered by reactive Twitch streamers. Why? Because Aubrey\u2019s 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\u00a0handful 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 \u2018must watch\u2019.\u00a0NanoZebra\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nJoe Rogan Gets Polyamorous with New Spotify Deal\nOn the heels of SXM shelling out $100 million+ for SmartLess, Joe Rogan renews with Spotify. Financial terms of the deal were not disclosed, but\u00a0The Wall Street Journal\u00a0reports 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.\nRead More\nWestwood One\u2019s Case for AM\/FM Based on Web Traffic Lift\nCumulus Media | Westwood One Audio Active Group\u00ae has conducted 17 attribution studies with LeadsRx over five years, analyzing the impact of advertising on site traffic across various categories. Studies\u00a0show 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\u00a0Pierre Bouvard\u00a0and team on conducting a thorough analysis. We encourage marketers to take note of insights in the WWO analysis.\nRead More\nWeren’t Able to Secure That $7 Million Super Bowl Spot?\nIn case you were locked out of buying that $7 million Super Bowl spot, Sounds Profitable\u00a0has 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\u00a0costly signaling\u00a0and\u00a0cultural imprinting.\nRead More\n\n#SaveTheLiveReads\nTwo Hot Takes On Why There\u2019s Success with Shopify\nWith 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\u00a0Morgan Absher\u00a0of\u00a0Two Hot Takes\u00a0knows all about starting from scratch! Her ear catching\u00a0Set Up\u00a0about learning how and where to sell her merch, is an all too universal experience. THIS is exactly why\u00a0Oxford Road\u00a0partners with\u00a0Two Hot Takes, as her ability to personalize\u00a0Positioning\u00a0is a powerful influencer from\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0components list. Additionally, her use of\u00a0Substantiation\u00a0showing how EASY learning to sell her merch on\u00a0Shopify\u00a0was, along with her enthusiastic tone, gives listeners an immediate sense of trust. And if you\u2019re one of Morgan\u2019s regular listeners, you know she does\u00a0not\u00a0hold back on spilling all the juiciest tea if something doesn\u2019t live up to her expectations. Morgan + Shopify = a perfect example of\u00a0Oxford Road\u2019s\u00a0mission statement, \u201cTo grow companies worth fighting for.\u201d\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1459,"title":"Talent Drives Everything - Oxford Road lands Nathan Aminian, Rogan stays with Spotify(ish)","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65c3ea669be9a5b998b58536_WebsiteGraphics-5--scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/talent-drives-everything-oxford-road-lands-nathan-aminian-rogan-stays-with-spotifyish\/","date":"February 7, 2024","description":"Attention Chief Audio Officers! We\u2019re back with a very special episode of the Media Roundtable.\nDan Granger (Oxford Road Founder & CEO) is hosting, joined by audio heavyweight Bryan Barletta, (Partner & Founder at Sounds Profitable) and Oxford Road\u2019s newest Agent of Influence Nathan Aminian (EVP of Operations, Oxford Road).\u00a0\nWe\u2019re talking about what Joe Rogan\u2019s new $250M Spotify deal means for podcasting, and an even bigger deal\u2013Nathan joining us at Oxford Road. Let\u2019s dig in.\n\n\u201cYou get to a size where there\u2019s a lot more downside in taking on a risk of switching (attribution) partners than upside.\u201d\n– Dan Granger, Oxford Road Founder & CEO\n\nA Quarter Billion and Non-Exclusivity – Rogan and Spotify make it official\u2013the walls are coming down. So much to sift through but in no particular order:\n\nIf Rogan were an athlete, it\u2019d be the 35th biggest contract ever (Sorry, Steph).\nA new age of big deals for big podcasters (not just big stars) is upon us.\nA 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.\nCAOs, ride those coattails. If the JRE is out of your budget, book spots on the shows of JRE guests\u2013they get a whopping 47% bump in engagement\u2013bonus impressions!\n\nOxford Road\u2019s Big Hire – If you\u2019ve been in the audio space, odds are you\u2019ve felt the impact of Nathan Aminian\u2019s analytics leadership at some point. As we announced last week, Nathan recently joined Oxford Road as our new EVP of Operations and he\u2019s 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\u2019s big compliment to Oxford Road: \u201cI don’t know if I’ve heard of a vendor that you haven’t worked with or have a perspective on.\u201d) 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\u2019ll achieve a level of trust and truth that\u2019ll help all of our CAOs make better decisions. Hard not to get excited about that.\nAs always, for audio insights you won\u2019t get anywhere else, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4138,"title":"Top Podcast Advertiser Shakes The Industry; AI\u2019s Podcast Move Will Have You Question What You Hear and See; Oxford Road Announces a Huge Hire","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-143459.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/top-podcast-advertiser-shakes-the-industry-ais-podcast-move-will-have-you-question-what-you-hear-and-see-oxford-road-announces-a-huge-hire\/","date":"January 31, 2024","description":"Chief Audio Officers, welcome back to another raucous episode of the Media Roundtable!\nDan 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\u2019s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal).\nWe\u2019re talking virtual products, the podcast to TV pipeline, Seekr\u2019s new brand safety bet, the next \u201ccool\u201d era of podcasts, and more. Let\u2019s dig in.\n\nHey 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.\nHearing 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.\nNo Product, No Problem \ufe0f – Backed by UTA and L\u2019Oreal, 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\u2019t 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.\n\n\u2026And that\u2019s just scratching the surface of what the team covers in this episode. For audio insights you won\u2019t get anywhere else, tune into the full episode by clicking the link below.\nBut before you jump in, we\u2019d like to officially announce the hiring of Nathan Aminian, EVP of Operations here at Oxford Road. Nathan\u2019s leadership and technical prowess will undoubtedly strengthen our competitive advantage in data analysis, measurement, and attribution strategy. We couldn\u2019t be happier to have him join our team. Read more about Nathan and his plans to take Oxford Road to the next level HERE.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nReceipts! Proof! Timelines! Screenshots!\nBravo has been the reigning powerhouse in reality television for years, but it\u2019s their recent large-scale scandals that gained the most attention. An abundance of new fans are tuning in to revel in the fun, and\u00a0BravBros\u2019 hosts Steel and Shooter know that feeling all too well. Often seen as atypical Bravo fans, the former baseball players and current\u00a0Vanderpump Rules\u00a0superfans are erasing the stigma associated with reality TV, one scandal recap at a time. As recent guests on\u00a0Watch What Happens Live, they\u2019ve already shared their reactions to all three parts of the\u00a0RHOSLC\u00a0finale.\u00a0BravBros\u00a0is a small venture from network\u00a0Cloud 10\u00a0and 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.\nGet The Deal\n\nThe Worm Shaved His Mustache\nThough we\u2019re eight months post-Scandoval\u00a0it\u2018s still seen as one of the most insane twists in reality TV history. With the newest season of\u00a0Vanderpump Rules\u00a0premiering this week, and Tom\u2019s recent interview with\u00a0Nick Viall\u00a0going viral, now might be the time to take advantage of the hype.\u00a0Everyone 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\u2019s aim is to humanize and understand Tom as he begins his journey to becoming a better person. Sold independently, as well as through\u00a0Gumball, the show hasn\u2019t 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.\nGet The Deal\n\nIn Case You Missed It\nFirst Podcast Radio, Now Podcast TV?\nPicking up from The Media Roundtable\u00a0discussion 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\u00a0First Draft,\u00a0The Hoop Collective,\u00a0The Lowe Post,\u00a0The Mina Kimes Show, and\u00a0The 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.\nRead More\nBig Creator\u2019s Deals are Dead\u2026Hold that Thought\nAshley Carman\u00a0from Bloomberg reports this week that\u00a0SiriusXM\u00a0has acquired \u201ccertain\u201d exclusive rights to the hit podcast\u00a0SmartLess, 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\u00a0Edison 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.\nRead More\nParlez-vous Podcasts?\nAI is drastically changing the audio landscape, even as you read this, and most of it\u2019s 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\u2019re onboard with the use of AI to expand the reach of podcasts to new audiences outside the US. It\u2019s 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.\nRead More\n\n#SaveTheLiveReads\n\u201cLove Murder\u201d Loves Nom Nom\nThis week\u2019s edition of\u00a0#SaveTheLiveReads\u00a0is a special treat for all you dog lovers out there! The\u00a0Love Murder\u00a0podcast 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\u00a0Oxford Road‘s\u00a0Creative Team showcases the positivity and encouragement dog owners need to be enticed by\u00a0Nom Nom. This ad read is a shining example of two key components of\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122,\u00a01.\u00a0The Offer: clean ingredients with an amazing 50% off deal! 2.\u00a0Substantiation: hosts\u00a0Jessie Pray\u00a0and\u00a0Andie Cassette\u00a0discuss 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWhat\u2019s The Difference Between Oprah and Alex Jones?\nIt 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\u2019t always tell the difference. That\u2019s one of the reasons why Oxford Road\u00a0has partnered with\u00a0Seekr\u00a0to launch\u00a0Align, a new brand safety tool that rates the \u201ccivility\u201d of podcast discussions. The tool assigns podcasts and individual episodes a \u201cCivility Score\u201d 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\u2019d rather not partner with\u2026 just in time for an election year! If you\u2019d like to see how this cool tool could help your company make better, more informed decisions in podcast placement,\u00a0email us\u00a0for a demo.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1455,"title":"AI in Audio \u2013 Stretching What\u2019s Possible","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65bbd654615e73009ec434e9_WebsiteGraphics-4-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/chief-audio-officers-welcome-back-to-another-rauco\/","date":"January 31, 2024","description":"Chief Audio Officers, welcome back to another raucous episode of the Media Roundtable!\nDan 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\u2019s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal).\u00a0\nWe\u2019re talking virtual products, the podcast to TV pipeline, Seekr\u2019s new brand safety bet, the next \u201ccool\u201d era of podcasts, and more. Let\u2019s dig in.\n\nHey 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.\u00a0\nHearing 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.\u00a0\nNo Product, No Problem \ufe0f – Backed by UTA and L\u2019Oreal, 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\u2019t 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.\n\n\u2026And that\u2019s just scratching the surface of what the team covers in this episode. For audio insights you won\u2019t get anywhere else, tune into the full episode by clicking the link below.\nBut before you jump in, we\u2019d like to officially announce the hiring of Nathan Aminian, EVP of Operations here at Oxford Road. Nathan\u2019s leadership and technical prowess will undoubtedly strengthen our competitive advantage in data analysis, measurement, and attribution strategy. We couldn\u2019t be happier to have him join our team. Read more about Nathan and his plans to take Oxford Road to the next level HERE.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4141,"title":"Marketing Maharishis Reveal What\u2019s Wrong With Your Audio Ads; Why You Should Be on YouTube Podcasts; How New Tech Will Shape Your Audio Strategy","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-144028.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/marketing-maharishis-reveal-whats-wrong-with-your-audio-ads-why-you-should-be-on-youtube-podcasts-how-new-tech-will-shape-your-audio-strategy\/","date":"January 24, 2024","description":"Ad Infinitum, the world\u2019s 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.”\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes two Sound Strategists; Steve Keller, Sonic Strategy Director for SXM Media\u2019s Studio Resonate, and Bjorn Thorleifsson, Head of Research & Insights at amp sound branding, to discuss the 9th and final Audiolytics\u2122 Key Component: Execution. In short, does every word count?\n\u201c[Sonic strategy] is the blending of sound science with sound art in order to help us make sound decisions.\u201d – Steve Keller, Sonic Strategy Director, SXM Media\u2019s Studio Resonate\nJoin us as we try and feast on a combo of the best audio ads McDonald\u2019s has to serve up. Are we \u201clovin\u2019 it\u201d or are these arches made of fools\u2019 gold?\n\nCaveats about Disclaimers \u2013 When you have a lot of words that don\u2019t need to count, how do you still make them count? Instead of breaking the ad and switching talent as McDonald\u2019s 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\u2019t leave a bad taste in your mouth.\nThat\u2019s a Mouthful – How can you change up the quality of vocal delivery? In one spot that dives into the ASMR experience for Mickey D\u2019s, there\u2019s 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?\nThe Secret Sauce \u231b\ufe0f- 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.\n\nPlus 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nProgress, Not Perfection\nMany of us start the year participating in the tried and true tradition of Dry January. Originally started in 2014 in the\u00a0UK, it has proved to be a great reset for\u00a0self improvement minded\u00a0individuals.\u00a0Madeline Forrest\u2019s\u00a0Happiest Sober Podcast\u00a0is 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\u2019t hear folks share. Madeline also talks about sobriety\u2019s benefits from all points of view, whether you\u2019re just looking for a healthier way to live or perhaps struggle with addiction. The show has recently moved to\u00a0True Native\u00a0where it\u2019s 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.\nGet The Deal\n\nNew Kids on the Block\nNicole Byer\u00a0and\u00a0Lauren Lapkus\u00a0are back for another season of their rip-roaringly funny podcast\u00a0Newcomers. 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\u2019ve brought in guests to rewatch iconic franchises like;\u00a0Marvel Universe,\u00a0Star Wars,\u00a0The Lord of the Rings, and\u00a0Tyler Perry movies.\nNow they\u2019re watching every iteration of\u00a0Batman, 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\u2019s had hilarious guests like;\u00a0Taran Killam,\u00a0Paul F. Tompkins, and\u00a0Karen Han. If you\u2019re a newcomer to profitable performance, find more information at the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcast Going Down The Tubes – In a Good Way\nRadio Ink\u00a0called 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\u2019s recent \u201cdirect audio-only\u201d 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 \u201cThe\u00a0Tube\u201d aren\u2019t going anywhere anytime soon. So\u00a0if you\u2019re sittin\u2019 on the sideline waiting to test, chances are your competition is ahead of the game.\nRead More\nA New Way to Make Your Ads Work Harder?\nAs reported by PodNews, Magellan AI, the podcast analytics platform, has partnered with\u00a0Adelaide, 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\u00a0The Influencer\u2019s 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.\nRead More\nHow Technology is Changing Your Audio Strategy\nSpeaking of technology, AdAge\u00a0says 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\u2019s important to test early and often. We recommend a 70-20-10 strategy where the majority of your budget is on the \u201ctried and true\u201d, a smaller amount on the \u201cexperimental\u201d and just a\u00a0little\u00a0on \u201ccrazy shit\u201d. The future looks bright, Influencers!\nRead More\n\n#SaveTheLiveReads\nThere\u2019s a Hole In One of Those Tommy Johns\nAs a performance marketer, there\u2019s likely no better phrase to hear than; \u201cI use it and you should too\u201d (or something to that effect) in an ad. In Oxford\u2019s Audiolytics\u2122\u00a0creative framework, personal endorsement is a major part of the\u00a0Substantiation\u00a0component, and it makes all the difference when it comes to ad effectiveness. Seamlessly weaving your brand or product into a conversation about a host\u2019s daily life is the ultimate display of trust. In a recent episode of\u00a0Fore 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),\u00a0Tommy John, with a tale that was funny, charming and most importantly, authentic.\nYou can\u2019t 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\u00a0feels\u00a0like, check out\u00a0Tommy John,\u00a0the best pair you\u2019ll ever wear. But, if you want to know what comfort\u00a0sounds\u00a0like, listen to this week\u2019s offering of why we fight to Save the Live Reads.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1457,"title":"Ad Infinitum Ep. 7 \"It's All in the Execution\" featuring Steve Keller and Bjorn Thorleifsson","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65b29a6a615e73009ec3ef0c_WebsiteGraphics-4-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-ep-7-its-all-in-the-execution-featuring-steve-keller-and-bjorn-thorleifsson\/","date":"January 24, 2024","description":"Ad Infinitum, the world\u2019s 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.”\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes two Sound Strategists; Steve Keller, Sonic Strategy Director for SXM Media\u2019s Studio Resonate, and Bjorn Thorleifsson, Head of Research & Insights at amp sound branding, to discuss the 9th and final Audiolytics\u2122 Key Component: Execution. In short, does every word count?\n\n\u201c[Sonic strategy] is the blending of sound science with sound art in order to help us make sound decisions.\u201d\n\u2013 Steve Keller, Sonic Strategy Director, SXM Media\u2019s Studio Resonate\n\nJoin us as we try and feast on a combo of the best audio ads McDonald\u2019s has to serve up. Are we \u201clovin\u2019 it\u201d or are these arches made of fools\u2019 gold?\n\n\nCaveats about Disclaimers \u2013 When you have a lot of words that don\u2019t need to count, how do you still make them count? Instead of breaking the ad and switching talent as McDonald\u2019s 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\u2019t leave a bad taste in your mouth.\u00a0\nThat\u2019s a Mouthful – How can you change up the quality of vocal delivery? In one spot that dives into the ASMR experience for Mickey D\u2019s, there\u2019s 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?\nThe Secret Sauce \u231b\ufe0f- 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.\n\n\nPlus 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4145,"title":"Keeping Audio Weird: The Pitfalls to Programmatic","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-145744.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/keeping-audio-weird-the-pitfalls-to-programmatic\/","date":"January 17, 2024","description":"Chief Audio Officers, the Media Roundtable\u2019s back with a roundup of all the industry news you need to know\u00a0 up this week, preserving and celebrating audio quirks.\nOn 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 ).\n\u201cWe’re chasing something that’s easier to transact, but not nearly as valuable as what they could be selling.\u201d – Dan Granger, Oxford Road founder and CEO\nWe\u2019re talking-stretching ad budgets through digital audio, getting IAB de-certified, the foretold rise of programmatic, and more. Let\u2019s dig in.\n\nGetting with the Program(matic)? \u2013 Programmatic audio spend is expected to double by the end of 2025 to $4B. But CAOs\u2026 tread with caution: programmatic has nowhere near the impact compared to host reads \u2013 It threatens to devalue the audio content it\u2019s interrupting by cramming it full of impersonal ads. Turning podcasts into radio with skippable ads is no one’s dream.\nThis Time I Mean It\u2026 \u2013 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\u2019s time for an audio-specific organization to give the industry a core and preserve its unique flavor.\nYouTube\u2019s Podcast Era \u25b6\ufe0f \u2013 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\u2026 volume might be very different. The takeaway? For creators and CAOs, YT\u2019s 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.\n\nIf you\u2019re short on time, recaps of some of these stories and more are below, but for audio insights you won\u2019t find anywhere else, tune in to the full episode by clicking one of the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nYou Can Keep ‘Em For the Birds and Bees\nWhen planning for B2B clients interested in the business genre, it\u2019s 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,\u00a0Yo Quiero Dinero\u00a0is a Latina hosted\u00a0podcast 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\u2019re looking to reach bilingual Latinos in the US market \u2013 heck, you may just want to tune in and learn how to rock a side hustle. Either way, see below for more information.\nGet The Deal\n\nLift Up Your Eyes to the Heavens\nYou may assume that a network called\u00a0Pleasure Podcasts\u00a0wouldn\u2019t see much overlap with B2B performance, but you\u2019d be wrong.\u00a0Professional Goddess Podcast\u00a0is hosted by stripper turned CEO\u00a0Ana Dee, and it\u2019s 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\u00a0big sister style\u00a0advice 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.\nGet The Deal\n\nIn Case You Missed It\nDoes Podcast Need the IAB?\nTurns 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\u2019s 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 \u201cthey will lose current status\u201d, according to the IAB Tech Lab.\nWhile some of the companies on IAB\u2019s naughty list are publishers and may not see the need to jump through IAB\u2019s compliance hoops, it begs the question of whether there\u2019s a need for IAB compliance in the podcast marketplace at all. In this week\u2019s podcast, guest\u00a0James Cridland\u00a0mentions the potential for a podcast-focused entity (not unlike the radio-focused\u00a0RAB) to pick up the ball and run with it.\nRead More\nStretch Lean Ad Budgets with Digital Audio\nThis 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.\nRetail Media Networks (RMNs) leveraging programmatic platforms like\u00a0The Trade Desk\u00a0can monetize shopping data, with global management giant,\u00a0McKinsey, 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\u00a0Podcast News Daily\u00a0says 8 out of 10 marketers expect to increase or maintain their spend on audio advertising in 2024. CAO\u2019s, if you\u2019re tasked with making your ad budgets do\u00a0more\u00a0with less, Digital Audio looks better and better.\nRead More\nBrand-Safe News Content You Can Trust\nNews\/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.\nNPR 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\u2019re 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\u00a0HERE.\nRead More\n\n#SaveTheLiveReads\n2024 is the Year of Prioritizing Health!\nWondering what the most important step is to set yourself up for success this year? It\u2019s taking care of your health, of course! And there\u2019s no one better to speak about it than Brianna Chickenfry\u00a0and\u00a0Grace O\u2019Malley\u00a0from their podcast,\u00a0PlanBri Uncut, laying out the 411 on\u00a0Zocdoc. These gals are masters in the art of\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0key component #1\u2026THE SETUP! Their attention-grabbing BFF banter and enthusiasm immediately has\u00a0listeners hanging onto every word. You won\u2019t 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\u00a0Zocdoc.\nWhat 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 \u2013 PLUS the possibility of same day or next day appointments?! It\u2019s a beautiful demonstration of the planning and matching done by our coordinators at\u00a0Oxford Road, to put the right hosts with the right brands, facilitating impressions that lead to more business and satisfied customers!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1460,"title":"Keeping Audio Weird: The Pitfalls to Programmatic","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/65a863a17a5e8b1120d5a305_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/chief-audio-officers-the-media-roundtables-back-wi\/","date":"January 17, 2024","description":"Chief Audio Officers, the Media Roundtable\u2019s back with a roundup of all the industry news you need to know\u00a0 up this week, preserving and celebrating audio quirks.\nOn 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 ).\u00a0\n\n\u201cWe’re chasing something that’s easier to transact, but not nearly as valuable as what they could be selling.\u201d\n\u2013 Dan Granger, Oxford Road founder and CEO\n\nWe\u2019re talking-stretching ad budgets through digital audio, getting IAB de-certified, the foretold rise of programmatic, and more. Let\u2019s dig in.\n\nGetting with the Program(matic)? \u2013 Programmatic audio spend is expected to double by the end of 2025 to $4B. But CAOs\u2026 tread with caution: programmatic has nowhere near the impact compared to host reads \u2013 It threatens to devalue the audio content it\u2019s interrupting by cramming it full of impersonal ads. Turning podcasts into radio with skippable ads is no one’s dream.\nThis Time I Mean It\u2026 \u2013 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\u2019s time for an audio-specific organization to give the industry a core and preserve its unique flavor.\nYouTube\u2019s Podcast Era \u25b6\ufe0f \u2013 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\u2026 volume might be very different. The takeaway? For creators and CAOs, YT\u2019s 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.\n\n\nIf you\u2019re short on time, recaps of some of these stories and more are below, but for audio insights you won\u2019t find anywhere else, tune in to the full episode by clicking one of the links below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4150,"title":"Media Roundtable Special Edition: We Nailed 9 of 10 of our 2023 Predictions - What\u2019s Next for 2024?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-150447.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-special-edition-we-nailed-9-of-10-of-our-2023-predictions-whats-next-for-2024\/","date":"January 10, 2024","description":"Chief Audio Officers, as we plan for 2024, it\u2019s the perfect time to go back and see how well we predicted audio in 2023. Because as Churchill said; \u201cThose that fail to learn from history are doomed to repeat it.\u201d\nSo 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\u2019ll want to hear what we think is coming down the RSS feed in 2024.\nHosting the Media Roundtable once more is Oxford Road Founder and CEO, Dan Granger, joined by fellow Podcastradamuses James Ingrassia, Spencer Semonson, and Stew Redwine.\n\u201c[Audio] is the last kitchen table conversation that exists in this country.\u201d\n\nDan Granger, Founder and CEO of Oxford Road\n\nSo, let\u2019s recalibrate our crystal ball and make a full tarot deck\u2019s worth of bold predictions that\u2019ll no doubt shape your year and budgets.\n1. Grading our Homework \nWe made 10 predictions at the beginning of 2023 and 9 came true (the 10th was about an emerging remnant marketplace\u2013we think we\u2019re still right on it happening, but wrong on the timing).\nSome of our top-called shots:\nThe Age of Verification \u2705- We predicted a significant focus on ad delivery verification with more emphasis on where ads land in podcasts and standardizing verification\u2013 that hit in a BIG way.\nBrand 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.\nBig 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.\n2. How we see 2024\nTo help you make better choices (and also hold our feet to the fire come 2025) we\u2019ve compiled one handy source of truth of all our expert predictions for 2024.\nWhat kind of 2024 are we tuned into?\n\nThere\u2019s strong agreement that listenership (and revenue) will go up in aggregate (h\/t to an election year).\nCPMs and Content Investment look to trend down, thanks in part to radio\u2019s melting ice cube and production companies trying not to get burned\u2026 again.\nFor the industry, we\u2019re betting that chaos prevails over standardization.\n\nPlus, our experts are calling some other big shots for 2024:\n\n\u2696\ufe0f We\u2019re counting down to the first advertiser sued for a fake AI endorsement. (To make sure it\u2019s not you, Dan\u2019s advice is a good starting point: \u201cDon’t pay somebody to say that they did something they didn’t actually do.\u201d)\n2024: the year of HDYHAU – because you need attribution that won\u2019t get destroyed when Google changes its policy.\nNot satisfied merely dominating all things music, Taylor Swift will launch a podcast that crushes all others (Sorry, New Heights).\n\nFor full breakdowns of these bold predictions and a whole lot more (including Oxford Road\u2019s hot dog marketing experiment and Spencer\u2019s 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nThe Podcast Host Will See You Now\nIn the crowded landscape of true crime, it\u2019s rare to see new successes in podcasting.\u00a0Mr. Ballen\u00a0(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\u2019s new\u00a0MrBallen\u2019s Medical Mysteries\u00a0is 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\u2019re looking for a health and fitness podcast that doesn\u2019t feature self-improvement or alternative medicine content, this is an optimal choice. It\u2019s 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.\nGet The Deal\n\nStaying on Theme\nWe\u2019ve all been there: You promised yourself you would go to bed early and instead watched a 4-hour video essay. Followers of YouTubers Wendigoon,\u00a0penguinz0, and\u00a0Jackson Clarke\u00a0are very aware of this phenomena and therefore have been eagerly awaiting the group\u2019s new podcast\u00a0Red Thread. The Mana Network offering has already covered topics such as Heaven\u2019s Gate and The Mothman. Much like their \u2018video only\u2019 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\u2019t often fall into the category of \u201cbrand safe\u201d, it\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nDo You Hear That? Most Americans Do\nThe latest nugget from Edison Research’s\u00a0Share of Ear\u00a0study shows that ad-supported audio reaches 84% of people 13+ on a daily basis. Even among 18\u201334 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.\nRead More\nSticking with Those New Year Resolutions? Podcasts Can Help\nResearch 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\u2019s a big opportunity to tap into the connection hosts have with their audience to increase relevance.\nRead More\nThe End of Radio is Nigh? No, Not Really\nAudacy, 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\u2019t since it will have virtually no impact on listenership.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1451,"title":"We Nailed 9 of 10 of Our 2023 Predictions. What\u2019s Next for 2024?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/659f51c57a5e8b1120d56e43_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-nailed-9-of-10-of-our-2023-predictions-whats-next-for-2024\/","date":"January 10, 2024","description":"Chief Audio Officers, as we plan for 2024, it\u2019s the perfect time to go back and see how well we predicted audio in 2023. Because as Churchill said; \u201cThose that fail to learn from history are doomed to repeat it.\u201d\nSo 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\u2019ll want to hear what we think is coming down the RSS feed in 2024.\nHosting the Media Roundtable once more is Oxford Road Founder and CEO, Dan Granger, joined by fellow Podcastradamuses James Ingrassia, Spencer Semonson, and Stew Redwine.\n\u201c[Audio] is the last kitchen table conversation that exists in this country.\u201d\n\nDan Granger, Founder and CEO of Oxford Road\n\nSo, let\u2019s recalibrate our crystal ball and make a full tarot deck\u2019s worth of bold predictions that\u2019ll no doubt shape your year and budgets.\n1. Grading our Homework \nWe made 10 predictions at the beginning of 2023 and 9 came true (the 10th was about an emerging remnant marketplace\u2013we think we\u2019re still right on it happening, but wrong on the timing).\nSome of our top-called shots:\nThe Age of Verification \u2705- We predicted a significant focus on ad delivery verification with more emphasis on where ads land in podcasts and standardizing verification\u2013 that hit in a BIG way.\nBrand 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.\nBig 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.\n2. How we see 2024\nTo help you make better choices (and also hold our feet to the fire come 2025) we\u2019ve compiled one handy source of truth of all our expert predictions for 2024.\nWhat kind of 2024 are we tuned into?\n\nThere\u2019s strong agreement that listenership (and revenue) will go up in aggregate (h\/t to an election year).\nCPMs and Content Investment look to trend down, thanks in part to radio\u2019s melting ice cube and production companies trying not to get burned\u2026 again.\nFor the industry, we\u2019re betting that chaos prevails over standardization.\n\nPlus, our experts are calling some other big shots for 2024:\n\n\u2696\ufe0f We\u2019re counting down to the first advertiser sued for a fake AI endorsement. (To make sure it\u2019s not you, Dan\u2019s advice is a good starting point: \u201cDon’t pay somebody to say that they did something they didn’t actually do.\u201d)\n2024: the year of HDYHAU – because you need attribution that won\u2019t get destroyed when Google changes its policy.\nNot satisfied merely dominating all things music, Taylor Swift will launch a podcast that crushes all others (Sorry, New Heights).\n\nFor full breakdowns of these bold predictions and a whole lot more (including Oxford Road\u2019s hot dog marketing experiment and Spencer\u2019s 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":1453,"title":"RIP Audio Opportunists: Brands Seek Serious Solutions in 2024","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6597020d531ac2845a2720bc_WebsiteGraphics-4-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rip-audio-opportunists-brands-seek-serious-solutions-in-2024\/","date":"January 4, 2024","description":"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\u2019ve brought back the Wizard of NYU, Steven Goldstein (founder and CEO at Amplifi Media).\nWe\u2019re 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\u2019s put our ears to the crystal ball and see what it tells us.\n\n\u201cRadio is a melting ice cube, and the good news is it takes a while for that ice cube to melt.\u201d\n\u2013 Steven Goldstein of Amplifi Media\n\n\nMarketer-Friendly CPMs – You heard it here first. We\u2019re 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.\nMedia 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.\nFinding your Niche – On the content side we\u2019re seeing a couple of trends. No more dumb up-front money, but possibly a race to the bottom with some very cheap \u201czoo crew\u201d style podcasts that contribute to the radio fiction of the space. Our money bet? Look for niche content that\u2019s 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.\nElection Year Marketing: Ride Waves, Don\u2019t 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\u2019s Civility Score, which might be a figurative and literal lifesaver.\n\nFor full breakdowns of these bold predictions and a whole lot more, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4154,"title":"RIP Audio Opportunists: Brands Seek Serious Solutions in 2024: with Steven Goldstein, Founder\/CEO at Amplifi Media & Adjunct Professor at NYU.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-06-150941.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rip-audio-opportunists-brands-seek-serious-solutions-in-2024-with-steven-goldstein-founder-ceo-at-amplifi-media-adjunct-professor-at-nyu\/","date":"January 3, 2024","description":"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\u2019ve brought back the Wizard of NYU, Steven Goldstein (founder and CEO at Amplifi Media).\nWe\u2019re 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\u2019s put our ears to the crystal ball and see what it tells us.\n\u201cRadio is a melting ice cube, and the good news is it takes a while for that ice cube to melt.\u201d – Steven Goldstein of Amplifi Media\nMarketer-Friendly CPMs – You heard it here first. We\u2019re 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.\nMedia 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.\nFinding your Niche – On the content side we\u2019re seeing a couple of trends. No more dumb up-front money, but possibly a race to the bottom with some very cheap \u201czoo crew\u201d style podcasts that contribute to the radio fiction of the space. Our money bet? Look for niche content that\u2019s 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.\nElection Year Marketing: Ride Waves, Don\u2019t 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\u2019s Civility Score, which might be a figurative and literal lifesaver.\nFor full breakdowns of these bold predictions and a whole lot more, tune in to the full episode by clicking the link below.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\n\u00a0I Want to Believe\nYear after year the most popular New Year\u2019s Resolutions\u00a0center 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.\u00a0Theories of the Third Kind\u00a0is 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\u2019s infamous skinwalkers. The show\u2019s top advertising partners are in the e-commerce and DTC categories, and similar offerings have done especially well for our agency\u2019s male millennial skew clients. There\u2019s nothing theoretical about your future testing success if you click the link below for more information.\nGet The Deal\n\nLet\u2019s Give \u2018Em Something to Talk About\nPodcasts are often held up as the ultimate intimate source of comfort. Hosts connect with us on a base level, and though we don\u2019t like to admit it, feel like our actual friends.\u00a0Sara Scoggins\u00a0is especially gifted at this invaluable skill, spending each episode of\u00a0Let\u2019s Talk with Scoggs\u00a0bonding with her musically inclined guests. Scoggs\u2019 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.\nIf you\u2019ve 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.\nGet The Deal\n\nIn Case You Missed It\nLibsyn’s 2024 Podcast Predictions and Wishes\nLibsyn‘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.\nRead More\nMarketers are Bullish on Podcasts for 2024\nGoing 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!\nRead More\nThe Resilience of Audio: Four Hours of Listening Daily\nAmericans spend an average of four hours and 11 minutes daily on audio content, according to Edison Research‘s Share of Ear\u00ae 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\u2019t have said it better…\nRead More\n\n#SaveTheLiveReads\nEarnIn Saves the Day for The Zach and Wahlid Show\nWith all the technological advancements of our time, it\u2019s 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\u00a0Oxford 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\u00a0EarnIn\u00a0with\u00a0The Zach and Wahlid Show.\nIn a recent read, co-host of the show, Zach, talks about how he avoided a major embarrassment on a first date when he remembered\u00a0EarnIn\u00a0could cover the rest of the bill after his gift card for dinner only amounted to $25. It\u2019s 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\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0guidelines, actually converts. Zach and Wahlids\u2019 execution is humorous and lively, further substantiating a strong advertisement that influences the listening audience.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4176,"title":"Audio in 2024: A Look Forward with Top Industry Experts; Research Firms Share 2023 Audio Trends and Provide a Glimpse into What 2024 Holds For CAOs","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2026-01-12-201231.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audio-in-2024-a-look-forward-with-top-industry-experts-research-firms-share-2023-audio-trends-and-provide-a-glimpse-into-what-2024-holds-for-caos\/","date":"December 27, 2023","description":"It\u2019s that time of year when you don\u2019t really know what day it is and probably haven\u2019t worn real shoes in days (hopefully). But 2024 is right around the corner and there\u2019s work to be done! So with one ear to the past and one to the future, we\u2019ve assembled an unparalleled group of audio journalists and industry experts. And what\u2019s more, they\u2019re taking strong positions on 2024 trends that we\u2019ll 100% hold them to (well, mostly). Back on the host microphone is Oxford Road Founder & CEO, Dan Granger with the World\u2019s 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.\nOn the docket, we have: Video Podcast \u2013 terrible term, or convenient catch-all? Rogan and Spotify \u2013 should he stay or should he go? And, whether the audio industry will feel productive pain in 2024, or just the regular kind .\nLet\u2019s dig in.\n\u201cTo\u2026 refer to videos of podcasts as podcasts\u2013every time that happens, a little piece of me dies.\u201d – Skye Pillsbury, Author of The Squeeze\nKeeping it Simple \u200d\u2640\ufe0f– The movement of the industry is towards complexity, making it a mess for brands to navigate. (See the variety of \u201cstandards\u201d between networks) So even if calling videos of podcasts on YouTube \u201cpodcasts\u201d breaks your brain, it\u2019s 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\u2019s held together with duct tape than not at all.\nThe End of Exclusives? – In a similar move, we haven\u2019t seen many exclusive deals in 2023 and we think 2024 will follow. Eliminating the caveat of \u201conly on ____\u201d is at least one thing listeners and buyers shouldn\u2019t have to worry about. It\u2019s hard enough to find an audience when you can be everywhere\u2013no need to make it harder by showing up in \u201conly\u201d one place (TBD what happens with Joe Rogan and Spotify).\nNo 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\u2019re \u201csick and tired of being sick and tired\u201d we might work toward something a little more cohesive in the future.\nIt 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nIn Case You Missed It\nAcast Breaks Down the 6 Podcasting Trends Shaping 2024\nWhile this week\u2019s podcast takes a look forward, we\u2019re sharing the 2023 audio trends that will shape next year\u2019s audio landscape. First, we look to\u00a0Acast\u2019s\u00a0recap 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.\nRead More\nEdison is Back at it Again\nNot to be outdone, Edison Research\u00a0shares 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\u00a0must-read\u00a0for marketers.\nRead More\nWhat\u2019s Working in Podcast\nFinally, Pacific Content\u00a0interviewed 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,\u00a0The Bonfire of Vanity URLs\u00a0(if you\u2019ve come this far, you might as well keep going).\nRead More\n\nOXFORd In The News\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1458,"title":"2024 Audio Predictions from the Fourth Estate","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6595ea75531ac2845a271933_WebsiteGraphics-2-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/2024-audio-predictions-from-the-fourth-estate\/","date":"December 27, 2023","description":"It\u2019s that time of year when you don\u2019t really know what day it is and probably haven\u2019t worn real shoes in days (hopefully). But 2024 is right around the corner and there\u2019s work to be done! So with one ear to the past and one to the future, we\u2019ve assembled an unparalleled group of audio journalists and industry experts. And what\u2019s more, they\u2019re taking strong positions on 2024 trends that we\u2019ll 100% hold them to (well, mostly). Back on the host microphone is Oxford Road Founder & CEO, Dan Granger with the World\u2019s 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.\nOn the docket, we have: Video Podcast \u2013 terrible term, or convenient catch-all? Rogan and Spotify \u2013 should he stay or should he go? And, whether the audio industry will feel productive pain in 2024, or just the regular kind .\nLet\u2019s dig in.\n\n\u201cTo\u2026 refer to videos of podcasts as podcasts\u2013every time that happens, a little piece of me dies.\u201d\n \u2013 Skye Pillsbury, Author of The Squeeze\n\n\nKeeping it Simple \u200d\u2640\ufe0f– The movement of the industry is towards complexity, making it a mess for brands to navigate. (See the variety of \u201cstandards\u201d between networks) So even if calling videos of podcasts on YouTube \u201cpodcasts\u201d breaks your brain, it\u2019s 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\u2019s held together with duct tape than not at all.\nThe End of Exclusives? – In a similar move, we haven\u2019t seen many exclusive deals in 2023 and we think 2024 will follow. Eliminating the caveat of \u201conly on ____\u201d is at least one thing listeners and buyers shouldn\u2019t have to worry about. It\u2019s hard enough to find an audience when you can be everywhere\u2013no need to make it harder by showing up in \u201conly\u201d one place (TBD what happens with Joe Rogan and Spotify).\nNo 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\u2019re \u201csick and tired of being sick and tired\u201d we might work toward something a little more cohesive in the future.\n\nIt 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.\u00a0\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4179,"title":"Unwrapping Ad Infinitum Episode 6, \u201cWhy Now?; Your Holiday Dose of Media News You Need to Know.\u201d","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-12-201612.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/unwrapping-ad-infinitum-episode-6-why-now-your-holiday-dose-of-media-news-you-need-to-know\/","date":"December 20, 2023","description":"We hope you\u2019re stocking up on holiday cheer and doing your last minute shopping because the season\u2019s almost over! Why are we inciting panic? Because it\u2019s time to talk about ads and scarcity.\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back with a special edition\u2013a very limited-time offer! We\u2019re covering the Audiolytics\u2122 key components of offer, scarcity, and path. Presenting Ad Infinitum Episode 6 – \u201cWhy Now?\u201d\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes Amanda DiMarco, VP of Client Success at Veritonic, who has unparalleled expertise in understanding why people do (and don\u2019t) act after hearing audio ads.\n\u201cAt the end of the day, the consumer wants to have a perceived value\u2013a sense of; \u201cI won, I got this great deal.\u201d – Amanda DiMarco, VP of Client Success, Veritonic\nJoin us as we talk about compelling offers, clear CTAs, and the urgency to act before it\u2019s too late. And what\u2019s fast becoming our favorite Ad Infinitum tradition, we\u2019re breaking down top spending creative from Bed Bath & Beyond, Home Depot, Whole Foods, and Macy\u2019s. Let\u2019s see which ones have been naughty and nice.\n\n\u2018Tis the Season Of Promos \u2013 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\u2019re not showing up for your customers empty-handed?\nEqual Cost \u2260 Equal Value \u2696\ufe0f\u2013 It pays to test different versions of the same offer. $5 off, 2 for 1, and 50% off isn\u2019t necessarily valued the same way by customers, even if it costs the same.\nWe Crown a Champion \u2013 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.\n\nWant to finally understand why some ads instantly move your hand to your wallet and some don\u2019t 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nIn Case You Missed It\nElon Claus Gives an Unexpected Gift\nLike 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\u2019s\u00a02023 Holiday Update, offering owners of Model S, 3, X, Y, and Cybertruck in 47 countries access to the\u00a0Apple Podcasts app\u00a0via a free software update. Users can set up the app through a QR code and their Apple ID, enjoying features like \u201cUp Next\u201d, \u201cLatest Episodes\u201d, 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.\nRead More\nThe Tok Has Tiked for Podcasts\nBy 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\u2019s 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.\nRead More\nThey See You When They\u2019re Sleeping, They Know When You\u2019re\u2026 Listening\nCumulus Media\u00a0and\u00a0Signal Hill\u00a0know who\u2019s naughty, who\u2019s nice, and who’s listening to podcasts. Their recent \u201cInsights\u201d 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\u2019ve 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1411,"title":"Ad Infinitum Ep. 6 \"Why Now\" featuring Amanda DiMarco","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6583234c531ac2845a26d3c9_WebsiteGraphics-7-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-hope-youre-stocking-up-on-holiday-cheer-and-doi\/","date":"December 20, 2023","description":"We hope you\u2019re stocking up on holiday cheer and doing your last minute shopping because the season\u2019s almost over! Why are we inciting panic? Because it\u2019s time to talk about ads and scarcity.\nThat\u2019s right, the world\u2019s only podcast solely dedicated to audio ads is back with a special edition\u2013a very limited-time offer! We\u2019re covering the Audiolytics\u2122 key components of offer, scarcity, and path. Presenting Ad Infinitum Episode 6 – \u201cWhy Now?\u201d\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes Amanda DiMarco, VP of Client Success at Veritonic, who has unparalleled expertise in understanding why people do (and don\u2019t) act after hearing audio ads.\n\n\u201cAt the end of the day, the consumer wants to have a perceived value\u2013a sense of; \u201cI won, I got this great deal.\u201d\n\u2013 Amanda DiMarco, VP of Client Success, Veritonic\n\nJoin us as we talk about compelling offers, clear CTAs, and the urgency to act before it\u2019s too late. And what\u2019s fast becoming our favorite Ad Infinitum tradition, we\u2019re breaking down top spending creative from Bed Bath & Beyond, Home Depot, Whole Foods, and Macy\u2019s. Let\u2019s see which ones have been naughty and nice.\n\n\n\u2018Tis the Season Of Promos \u2013 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\u2019re not showing up for your customers empty-handed?\nEqual Cost \u2260 Equal Value \u2696\ufe0f\u2013 It pays to test different versions of the same offer. $5 off, 2 for 1, and 50% off isn\u2019t necessarily valued the same way by customers, even if it costs the same.\nWe Crown a Champion \u2013 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.\n\n\nWant to finally understand why some ads instantly move your hand to your wallet and some don\u2019t 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.\u00a0\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4182,"title":"PodCrash, PodFraud, The Rise of the CAO, and the Sweet Sound of Civility - Media Roundtable Takes a Look Back at 2023 in Audio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2026-01-12-202052.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcrash-podfraud-the-rise-of-the-cao-and-the-sweet-sound-of-civility-media-roundtable-takes-a-look-back-at-2023-in-audio\/","date":"December 13, 2023","description":"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.\nWe\u2019re 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\u2019s surprise rise as the top place for podcast discovery, and a whole lot more. Let\u2019s dig in.\n\u201cAudio is its own unique language. It has shades of digital, shades of influencer, shades of traditional media\u2013it is all of them and it is none of them.\u201d\n\u2013 Dan Granger, Oxford Road Founder & CEO\n\nBig Brands, Big Bucks, Big Mistakes? \u2013 Just as we called the end of \u201cdumb money\u201d 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\u2019t 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.\nAuthenticity and AI \u2013 You can\u2019t talk 2023 without discussing the leaps AI has made. Clone voices are out there\u2013but 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\u2019re calling out authentic, bespoke host reads on audio as a stronghold of trust with audiences.\nYouTube: Not An Afterthought \u25b6\ufe0f\u2013 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\u2019s going to take the right sherpa to guide those campaigns in 2024.\n\nWhich 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple\n\nThe Classifieds\n\nCome On Get Happy\nThe end of the year is generally a time for reflection, looking back on what could have been changed, and what\u00a0could be better. In our industry, that means we see heightened performance on podcasts scratching that itch.\u00a0Dr. Laurie Santos\u00a0knows a thing or two about dilemmas associated with happiness, and that\u2019s why she launched\u00a0The Happiness Lab. This\u00a0Premiere\u00a0staple 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\u2019s self-improvement messaging. Especially those with a demographic of parents earning a high household income. Don\u2019t worry, be happy, and stay that way by clicking the link below.\nGet The Deal\n\nThe Good Life is a Process\nAs those of us who frequently rewatch\u00a0The Good Place\u00a0know all too well, the idea of what constitutes a good life is a continuously evolving ideal.\u00a0 Podcast Host, Author, and Speaker\u00a0Jonathan Fields wants us to live a fulfilled, good life, and he\u2019s 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.\nFields’ recent guest roster reads like a road map for success:\u00a0Anand Giridharadas,\u00a0Jonah Berger,\u00a0Dr. Mariel Buqu\u00e9, and\u00a0Cleo Wade\u00a0to start. One of the most recent\u00a0episodes\u00a0covers year-end reflections and bucket list to do\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s All About the Listener Relationship\nThe 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\u00a0from\u00a0Acast\u00a0put it: “…Ad effectiveness is not simply just about the size of the star of the show, but the depth of the listener relationship.”\nRead More\nThe ANA\u2019s Wake-Up Call on Programmatic\nA 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. \ud83d\ude42 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.\nRead More\nSay Goodbye to Google\u2019s Podcast App\nGoogle 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\u00a0perspective.\nRead More\n\n#SaveTheLiveReads\nThe \u201cApproach Shot\u201d Scores\nAs \u201cPioneers of Performance Audio,\u201d at\u00a0Oxford 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\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0where structure creates the opportunity for excellence. Take the testimonies of\u00a0John Asthon and Neal Michaels\u00a0on their podcast\u00a0The Approach Shot! This dynamic duo is all about analyzing professionals in their field. While entertaining their guest of the week\u00a0Jeff Cirillo,\u00a0a former Major League Baseball player, they provide a perfect setup for the unique design of\u00a0MasterClass.\nAs 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\u2019re currently taking and how they\u2019ve gained new perspectives from their learnings. As a listener of this advertisement, you\u2019re left with the desire to start a MasterClass yourself and level up to becoming an expert in something new too!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1410,"title":"Podcrash! A 2023 Retrospective on Audio's Wild Ride","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/657a0b1d531ac2845a264a07_WebsiteGraphics-8-.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcrash-a-2023-retrospective-on-audios-wild-ride\/","date":"December 13, 2023","description":"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.\nWe\u2019re 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\u2019s surprise rise as the top place for podcast discovery, and a whole lot more. Let\u2019s dig in.\n\n\u201cAudio is its own unique language. It has shades of digital, shades of influencer, shades of traditional media\u2013it is all of them and it is none of them.\u201d\n\u2013 Dan Granger, Oxford Road Founder & CEO\n\n\nBig Brands, Big Bucks, Big Mistakes? \u2013 Just as we called the end of \u201cdumb money\u201d 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\u2019t 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.\nAuthenticity and AI \u2013 You can\u2019t talk 2023 without discussing the leaps AI has made. Clone voices are out there\u2013but 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\u2019re calling out authentic, bespoke host reads on audio as a stronghold of trust with audiences.\nYouTube: Not An Afterthought \u25b6\ufe0f\u2013 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\u2019s going to take the right sherpa to guide those campaigns in 2024.\n\nWhich 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.\nWatch Here\nListen Here: Spotify\nListen Here: Apple","landing_redirection":""},{"id":4186,"title":"Dan Granger Discusses 2023 in Audio with Industry Expert Steven Goldstein; Podcast Shuffles; Spotify Whoas; A Perfect Podcast Read For Babbel","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-12-202528.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dan-granger-discusses-2023-in-audio-with-industry-expert-steven-goldstein-podcast-shuffles-spotify-whoas-a-perfect-podcast-read-for-babbel\/","date":"December 6, 2023","description":"With 2023 almost over, it\u2019s time for the Media Roundtable to look back at the big shifts we\u2019ve 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.\nSteven is the Founder & CEO of Amplifi Media, an audio innovation firm shaping sound waves since the early days of podcast. Steven\u2019s also behind the top branded podcast in the US, and he\u2019s an NYU professor teaching “The Business of Podcasting\u201d, the first of its kind course at a major university.\nAs we look back on a wild year, we\u2019re going beyond the RSS feed, investigating the end of \u201cdumb money,\u201d and what, if anything, advertisers should do on AM\/FM radio. Let\u2019s dig in.\n\u201cThe biggest impediment for radio\u2026 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.\u201d \u2013 Steven Goldstein of Amplifi Media\nBad News\/Good News \u2696\ufe0f \u2013 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\u2019s easy to get swept up in the bad news, there\u2019s still incredible opportunity here, companies are just trying to adjust to take advantage of it\u2013growing too big, then pulling back. What will survive in the post-dumb money era? Look to high-value, high-awareness content, a la the \u201cGrid of Pain“.\nNo Toothpaste Podcasts, Please \u2013 This year, it seems every company pondered if they should do a podcast. Sometimes it\u2019s aspirational\u2013maybe they want to connect with their customers, but the relationship isn\u2019t really there yet\u2026 and perhaps never will be. (We can just buy your toothpaste\u2013it doesn\u2019t need to be a lifestyle choice.) That said, if you have a niche that\u2019s being underserved, there might be value there! Just don\u2019t bet the farm on it or assume everyone will line up immediately and fall in love with your show.\nMulti-Platform Mastery \u2013 The future is \u201cany audience, anywhere.\u201d Podcasts don\u2019t need to be on just one platform, because podcast apps aren\u2019t binary\u201372% 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.\nDive 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.\nWatch Here\nListen Here\n\nThe Classifieds\n\nTotally Becoming a Whole New Person\nWith 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.\u00a0The Know For Sure Podcast\u00a0was formerly co-hosted by\u00a0Megan Ashley\u00a0and\u00a0B. Simone, but now Ashley is going solo in the new year. The focus will stick to the original show\u2019s 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.\nGet The Deal\n\nTime to Get Moody\nIt\u2019s no surprise Liz Moody\u00a0is retooling the formerly named\u00a0Healthier Together Podcast. She\u2019s the single entity behind her brand. Independently produced and sold through\u00a0Digital Brand Architects,\u00a0The 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.\nWhether you\u2019re 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\u00a02023. 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Palooza: YouTube Dominates\nIn a partner piece published by Adweek, Steve Keller\u00a0from\u00a0SXM\u00a0proposes these keys to sonic success: recognizing the underutilized potential of audio, prioritizing\u00a0first\u00a0consideration over\u00a0last\u00a0click, 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.\nRead More\nIt\u2019s Not Music to 1,500 Employees\nSpotify 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\u2019s 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.\nRead More\nPodcast CPMs on the Uptick\nAdvertiseCast 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.\nRead More\n\n#SaveTheLiveReads\nThe Sweet Sound of Babbel!\nHosts\u00a0Adam Kempenaar and Josh Larsen\u00a0of the\u00a0Filmspotting – Movie Reviews\u00a0podcast just dropped a spot for Babbel that\u2019s sure to stick in your Cabeza. \u201cThis\u00a0is the sound of a correct answer with\u00a0Babbel\u201d. Babbel\u2019s 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\u2019t 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\u00a0sound\u00a0of 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\u00a0Oxford Road\u00a0Audiolytics\u2122\u00a0Hall of Fame, reinforcing just how important it is to utilize content creators with real-life experiences.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nNavigating Audio Ad Attribution\nWe all love Dan Granger on our podcast, Media Roundtable,\u00a0but when our Oxford Road Founder & CEO shows up on other people\u2019s podcasts as a guest, we\u2019re all ears too. Last week, Dan joined host\u00a0David Segura, CEO of\u00a0Glassbox Media\u00a0on his podcast,\u00a0Business of Sound, to discuss the evolving audio advertising landscape. The show\u2019s description says it all; \u201cGain 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,\u201d we\u2019d like to add that CAO\u2019s are welcome to listen too.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1421,"title":"The Crucible of Sound: Navigating 2023's Tumultuous Audio Landscape","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/f1a49c92-b5be-42ac-8ae3-79ef4b3baf9f_WebsiteGraphics28329.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-crucible-of-sound-navigating-2023s-tumultuous-audio-landscape\/","date":"December 6, 2023","description":"With 2023 almost over, it\u2019s time for the Media Roundtable to look back at the big shifts we\u2019ve 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.\nSteven is the Founder & CEO of Amplifi Media, an audio innovation firm shaping sound waves since the early days of podcast. Steven\u2019s also behind the top branded podcast in the US, and he\u2019s an NYU professor teaching “The Business of Podcasting\u201d, the first of its kind course at a major university.\nAs we look back on a wild year, we\u2019re going beyond the RSS feed, investigating the end of \u201cdumb money,\u201d and what, if anything, advertisers should do on AM\/FM radio. Let\u2019s dig in.\n\u201cThe biggest impediment for radio\u2026 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.\u201d\n\u2013 Steven Goldstein of Amplifi Media\n\nBad News\/Good News \u2696\ufe0f \u2013 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\u2019s easy to get swept up in the bad news, there\u2019s still incredible opportunity here, companies are just trying to adjust to take advantage of it\u2013growing too big, then pulling back. What will survive in the post-dumb money era? Look to high-value, high-awareness content, a la the \u201cGrid of Pain“.\nNo Toothpaste Podcasts, Please \u2013 This year, it seems every company pondered if they should do a podcast. Sometimes it\u2019s aspirational\u2013maybe they want to connect with their customers, but the relationship isn\u2019t really there yet\u2026 and perhaps never will be. (We can just buy your toothpaste\u2013it doesn\u2019t need to be a lifestyle choice.) That said, if you have a niche that\u2019s being underserved, there might be value there! Just don\u2019t bet the farm on it or assume everyone will line up immediately and fall in love with your show.\nMulti-Platform Mastery \u2013 The future is \u201cany audience, anywhere.\u201d Podcasts don\u2019t need to be on just one platform, because podcast apps aren\u2019t binary\u201372% 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.\n\nDive 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.\nWatch Here\nListen Here","landing_redirection":""},{"id":4191,"title":"Trust Factories, or Illusions of Credibility? Ad Infinitum\u2019s Latest is Worthy; Tosh 2.0; Holiday Potty Humor; News Brings Good News for Radio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-130241.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/trust-factories-or-illusions-of-credibility-ad-infinitums-latest-is-worthy-tosh-2-0-holiday-potty-humor-news-brings-good-news-for-radio\/","date":"November 29, 2023","description":"This week, we shift focus from our Media Roundtable podcast to another near and dear to our hearts; Ad Infinitum. Yes, the world\u2019s only podcast solely dedicated to audio ads is back with a must-listen episode. Presenting, Ad Infinitum Episode 5 – \u201cTrust Factories, or Illusions of Credibility\u201d.\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes Richard Shotton, author of \u201cThe Choice Factory\u201d and \u201cThe Illusion of Choice\u201d. 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.\n\u201cDon’t think you have to solve these problems yourselves\u2013there’s 130 years of experiments into how to persuade people more effectively.\u201d \u2013 Richard Shotton, author of \u201cThe Choice Factory\u201d\nJoin Stew and Richard as they try to answer the age-old question, \u201cWhy should I trust you?\u201d They also break down top-spending creative from Bank of America, Babbel, Vick\u2019s, and Upside.\n\nGetting Precise \u2013 Hear the one study that proves why \u201c47%\u201d hits harder than \u201caround 50%.\u201d\nLightning-Bugs vs Lightning\u26a1\ufe0f\u2013 The right word makes all the difference. Audience associations with the words we choose (say Vick\u2019s gummies vs supplements) have a big impact. (h\/t to Mark Twain)\nAn Honor Just To Be Nominated \u2013 How you show up is part of the message. Your audience knows if you\u2019re spending big on ads and that costly signaling helps your credibility.\n\nIf you want to understand why some ads just \u201cfeel\u201d 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.\nWatch Here\nListen Here\n\nThe Classifieds\n\nWeb Redeemer Has Become Podcast Streamer\nBefore\u00a0Ridiculousness\u00a0took over MTV indefinitely, internet video lovers could only watch deranged shenanigans via basic cable on\u00a0Tosh.0.\u00a0Its eponymous host was\u00a0Daniel 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\u00a0Premiere Networks, with his newly titled simulcast\u00a0Tosh Show. In its first three episodes,\u00a0Tosh Show has garnered 2.5 million video views alone. And that\u2019s not due to an impressive slate of guests.\nTosh 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\u2019s high reach, video inclusion, existing loyal fanbase, and performance in multiple demos, plus it\u2019s already topping the charts. You have more than 20 seconds on the clock to click the link below.\nGet The Deal\n\nEdu-Tainment Takes on Daily News\nPodcast buying has never included dayparts, but that doesn\u2019t mean it\u2019s not an important thing to consider when testing new shows. Based on the newest trends\u00a0report\u00a0from Spotify, commuting drivetime still sees high consumption for audio, and there\u2019s nothing more commuter-friendly than bite-size daily news. Hosts of\u00a0The Best One Yet,\u00a0Jack Crivici-Kramer\u00a0&\u00a0Nick Martell, want that time to be fun-filled, informative, and internet-focused. The newly acquired 20 minutes\u00a0daily podcast\u00a0from\u00a0Wondery\u00a0covers 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\u2014bridging the gap between early morning drivetime radio and the nighttime news. For anyone interested in reaching young professionals and business-focused news consumers, there\u2019s still time to test those Q4 dollars in December. The informative link below is our best one yet.\nGet The Deal\n\nIn Case You Missed It\nJealous of the Accent? They\u2019re Jealous of Our Podcast Market\nThe 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.\nRead More\nParents are Punks\nSpotify just released their 2023 Wrapped Report\u00a0which 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.\nRead More\nHear All About It?\nIt\u2019s been a tough year for terrestrial radio with ad spend down almost 4% vs 2022, according to Insider Intelligence | eMarketer\u00a0estimates. At least there\u2019s better news in, well, news. A recent study from\u00a0Pew Research\u00a0reveals 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\u00a0The Best One Yet\u00a0in this week\u2019s 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.\nRead More\n\n#SaveTheLiveReads\nMake Way for Tushy Bidet from Lauren Flans\nEveryone knows the holiday season brings decadent cuisine and LOTS of sweets for enjoyment. But as\u00a0Lauren Flans\u00a0of the\u00a0Coming Out Pod\u00a0reminds 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\u00a0Tushy\u00a0Bidet! Flans\u00a0lays out key factors of\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0components with an ear-catching \u201cSetUp\u201d in a situation experienced universally. Not only does their \u201cExecution\u201d of humor align well with the brand, but it also entices listeners toward a solution \u2014 a post holiday feast. One of Flans’\u00a0best lines in this sponsorship is \u201cYall, these people want you to love your Hello Tushy!\u201d This makes listeners feel like\u00a0Tushy\u00a0is a company invested in people, which is directly in line with\u00a0Oxford Road\u2019s Mission Statement: \u201cto grow companies worth fighting for.\u201d This \u201cpotty humor\u201d is not something that can be scripted and widely distributed. It comes from an ever-growing relationship between brand and talent.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":1420,"title":"Ad Infinitum Ep. 5 \"Substantiation\"","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/942e86cb-6728-4673-9966-ecf0c362820b_WebsiteGraphics.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-ep-5-substantiation-with-special-guest\/","date":"November 29, 2023","description":"This week, we shift focus from our Media Roundtable podcast to another near and dear to our hearts; Ad Infinitum. Yes, the world\u2019s only podcast solely dedicated to audio ads is back with a must-listen episode. Presenting, Ad Infinitum Episode 5 – \u201cTrust Factories, or Illusions of Credibility\u201d.\nHost Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes Richard Shotton, author of \u201cThe Choice Factory\u201d and \u201cThe Illusion of Choice\u201d. 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.\n\u201cDon’t think you have to solve these problems yourselves\u2013there’s 130 years of experiments into how to persuade people more effectively.\u201d\n\u2013 Richard Shotton, author of \u201cThe Choice Factory\u201d\nJoin Stew and Richard as they try to answer the age-old question, \u201cWhy should I trust you?\u201d They also break down top-spending creative from Bank of America, Babbel, Vick\u2019s, and Upside.\n\nGetting Precise \u2013 Hear the one study that proves why \u201c47%\u201d hits harder than \u201caround 50%.\u201d\nLightning-Bugs vs Lightning\u26a1\ufe0f\u2013 The right word makes all the difference. Audience associations with the words we choose (say Vick\u2019s gummies vs supplements) have a big impact. (h\/t to Mark Twain)\nAn Honor Just To Be Nominated \u2013 How you show up is part of the message. Your audience knows if you\u2019re spending big on ads and that costly signaling helps your credibility.\n\nIf you want to understand why some ads just \u201cfeel\u201d 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.\nWatch Here\nListen Here","landing_redirection":""},{"id":4194,"title":"The Pre-Thanksgiving Influencer Edition Stuffed with the Media News You Need to Know Before You Gorge Yourself Tomorrow.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-131132.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-pre-thanksgiving-influencer-edition-stuffed-with-the-media-news-you-need-to-know-before-you-gorge-yourself-tomorrow\/","date":"November 22, 2023","description":"Happy Thanksgiving Chief Audio Officers\u2013We\u2019ve got a lot to be thankful for, including an all new episode of Media Roundtable: Industry Edition!\nHosting our auditory feast is Oxford Road Founder & CEO, Dan Granger, with fellow Oxford Road celebrants, Jennifer Laine, Spencer Semonson, and Stew Redwine.\nWe\u2019re talking brands and politics, Spotify\u2019s surprising podcast trend report, and the quarter-trillion marketing engine. Pass the stuffing and let\u2019s dig in.\n\nLess is More? : Cut 10 words of ad copy and boost performance. That\u2019s 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 \u201cgood tip\u201d instead of \u201ccreative silver bullet.\u201d Trim the fat in your ads, for sure, but if they\u2019re already lean, cut too deep and you hit bone. \u201cOuch!\u201d\nComedy 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\u2019s 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.\nUnder the Influence \ufe0f: 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.\n\nFor full servings of these stories and all the sides, dive into the full episode by clicking the link below.\nWatch Here\nListen Here\n\nThe Classifieds\n\nParents Are Thankful for Kids Stories This Week\nAs many of us embark on long Thanksgiving car rides with little ones in tow, we\u2019re often looking for ways to entertain them through the magic of audio. From the fine folks at Headgum comes\u00a0Short 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.\nOur 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.\nGet The Deal\n\nIt Came Without Ribbons, It Came Without Tags\nThough this week is meant for gobbling turkey and counting our blessings, many are already looking forward to the\u00a0true\u00a0Christmas Season. For those itching to bust out the tinsel and mistletoe, we have the podcast for you\u2026\u00a0Wondery\u00a0has just premiered\u00a0‘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\u2019s\u00a0James Austin Johnson), the guests include all your favorite celebrities;\u00a0Meghan Trainor,\u00a0Bob Odenkirk, and\u00a0Shawn Johnson. For\u00a0Seuss loving\u00a0kids, 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\u00a0schedule, because you can\u2019t cancel this again.\nGet The Deal\n\nIn Case You Missed It\nThink Before Leaping Into The Political Pond\nThe 2024 presidential election prompts brands to reconsider their political involvement. Morning Consult’s Election Playbook\u00a0reveals 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\u2013we can help.\nRead More\nIs Brand Safety Safe?\nA recent article from Digiday\u00a0explores 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 \u201cunsafe\u201d platforms can mitigate brand safety concerns, but there is a cost. Outlets that are considered \u201csafe\u201d are hit with increased costs and less inventory, \u201cunsafe outlets\u201d 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\u2019d like to take a peek, email us\u00a0HERE.\nRead More\nAdAge Reveals The Secret to Untapped Revenue\nWho wouldn\u2019t like their share of $6 billion in revenue? A recent AdAge article\u00a0shares 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.\u00a0Neustar\u00a0reviewed 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.\nRead More\n\n#SaveTheLiveReads\nThatChickAngel Is So Thankful for Indeed!\nHere\u2019s The Thing\u2026 It\u2019s 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\u00a0Oxford Road\u2019s\u00a0diligent and skilled media buyers, we found the perfect duo for a recent addition to the\u00a0Indeed\u00a0campaign. Hosts\u00a0@ThatChickAngel\u00a0(Angel Laketa Moore) and\u00a0@KevOnStage\u00a0(Kevin Fredericks) of\u00a0Here\u2019s The Thing, provide\u00a0Substantiation\u00a0for finding their dream team candidates. The layout of\u00a0Oxford Road\u2019s\u00a0Audiolytics\u2122\u00a0components provided a great\u00a0Setup\u00a0for what Angel needed, and then followed with a\u00a0Demonstration\u00a0of 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\u2019s safe to say that Angel \u201ccouldn\u2019t have done it without\u00a0Indeed\u201d and listeners are left feeling confident they can too.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1419,"title":"Media Roundtable: Industry Edition - November 22nd","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/b375c6bd-81ad-4110-88d6-58c99bed6a59_CopyofCopyofFacebookAudioAds.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-november-22nd\/","date":"November 22, 2023","description":"Happy Thanksgiving Chief Audio Officers\u2013We\u2019ve got a lot to be thankful for, including an all new episode of Media Roundtable: Industry Edition!\nHosting our auditory feast is Oxford Road Founder & CEO, Dan Granger, with fellow Oxford Road celebrants, Jennifer Laine, Spencer Semonson, and Stew Redwine.\nWe\u2019re talking brands and politics, Spotify\u2019s surprising podcast trend report, and the quarter-trillion marketing engine. Pass the stuffing and let\u2019s dig in.\n\nLess is More? : Cut 10 words of ad copy and boost performance. That\u2019s 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 \u201cgood tip\u201d instead of \u201ccreative silver bullet.\u201d Trim the fat in your ads, for sure, but if they\u2019re already lean, cut too deep and you hit bone. \u201cOuch!\u201d\nComedy 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\u2019s 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.\nUnder the Influence \ufe0f: 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.\n\nFor full servings of these stories and all the sides, dive into the full episode by clicking the link below.\nWatch Here\nListen Here","landing_redirection":""},{"id":4197,"title":"Are Big Brands Pushing You Out of Podcast?; Are You Playing Podcast Too Safe?; Impractical Joker Hits a Homerun; Red Wine Everywhere","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-134119.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/are-big-brands-pushing-you-out-of-podcast-are-you-playing-podcast-too-safe-impractical-joker-hits-a-homerun-red-wine-everywhere\/","date":"November 15, 2023","description":"We\u2019re back with an all new episode of\u00a0Media Roundtable: Industry Edition!\nBack on the host microphone is Oxford Road Founder & CEO,\u00a0Dan Granger. Joining him are fellow Oxford Road luminaries,\u00a0Neal Lucey,\u00a0Julia Palermo, and\u00a0Kyle Jelinek.\nWe\u2019re talking big brand bucks, Bill Gates’s new AI podcast picker, podcasting from behind bars, and streaming audio\u2013the quiet juggernaut. Let\u2019s dig in.\n\nThe Land of Brands :\u00a0A new\u00a0IAB report\u00a0says 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\u2019t shift too far away from the performance side. At the end of the day, all the ads still need to work.\nBill Picks Pix \u2705:\u00a0Discoverability isn\u2019t always a Podcast\u2019s strong suit, but that might change with Pix, a free personalized AI-powered recommendation tool from\u00a0Likewise\u00a0(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.\nStreaming FTW :\u00a0Streaming audio doesn\u2019t always get the buzzy headlines like Podcast, but it\u2019s been growing steadily as radio\u2019s continued to decline. A new\u00a0Edison\/Amazon Ads\u00a0study shows that 3\/4 of US Adults have recently listened to streaming (a 74% increase over the past decade). Plus, it\u2019s a huge advertising opportunity reaching 78% of monthly listeners with ad-supported content.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link below.\nWatch Here\nListen Here\n\nThe Classifieds\n\nThose Who Can Save, Teach\nThis week we\u2019re 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\u00a0and is sold through the 3050. Sethi gained recognition from his Netflix show\u00a0How to Get Rich and he\u2019s 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.\nHis approach is deeply empathetic and yet solution-based, blending two media genres that don\u2019t 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\u2019ll see performance for a quarter. Teach a man to properly build a podcast buy and he\u2019ll click the link below.\nGet The Deal\n\nWorking For and On the Weekend\nMeidas Touch\u00a0has steadily grown its political network in 2023, thanks to a long-term strategy centered around frequent publishing and video integrations. If you\u2019re looking for a long-term option that publishes weekly, with intense discussions on trending topics, look no further than\u00a0The Weekend Show, hosted by\u00a0Anthony 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\u00a0Jackie Singh, The Atlantic\u2019s\u00a0David Frum, and political historian\u00a0Heather 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\u2019 offerings, including in this case. There\u2019s no red tape to cut through, just the link below for more information.\nGet The Deal\n\nIn Case You Missed It\nStop the Music?\nThe 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 \u2014 the majority of spoken word content is consumed at home or at work, where it\u2019s easier for consumers to take immediate action.\nRead More\nWhat\u2019s Your Listening Type?\nA study by Signal Hill Insights\u00a0and\u00a0Triton Digital\u00a0examines 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.\nRead More\nRepeat After Us: We\u2019re NOT the Consumer\nIf you\u2019re 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\u2019s also where some marketers are cautious about placing advertising. If you\u2019re 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.\nRead More\n\n#SaveTheLiveReads\n\u201cHey Babe!\u201d Hits It Out of the Park for quip!\n\u201cHey Babe!\u201d\u00a0Haven\u2019t you heard? You gotta take listen to\u00a0Chris Distefano\u00a0and\u00a0Impractical Joker\u2019s\u00a0Sal Vulcano\u00a0talk about\u00a0quip. Sal kicks things off with a great setup, saying his clunky old toothbrush at home is now out of the picture as\u00a0quip\u2019s\u00a0electric toothbrush provides \u201ca massage for my teeth!\u201d 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\u2019re both using them in their daily routines (Audiolytics\u2122\u00a0key component #4 Demonstration)!\u00a0It\u2019s 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\u00a0Yankee Stadium!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nPraise for Podcast\u2019s Only Show Focused on Audio Ads\nThis week we\u2019re 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\u2019s audio-focused podcast project,\u00a0Ad Infinitum. The review says Stew\u2019s podcast is; \u201ca great education for everyone in the audio space!\u201d Whether you personally\u00a0manage the creative side of your audio campaigns or not, this show should be part of your weekly podcast diet.\nRead More\nFunny How? Funny Like I\u2019m a Clown?\nOur next story is from a recent interview Stew Redwine\u00a0had with the advertising and marketing publication\u00a0Little Black Book, about the use of humor in advertising. Stew and a group of other creatives discuss a recent\u00a0TV commercial\u00a0they produced for\u00a0Blinds.com, and why they decided to take a comedic approach. Stew says the reason is simple; \u201chumor is powerful – it elevates a message by increasing its ability to persuade, in a very delightful way.\u201d But it\u2019s 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\u2019t distract from your core messaging. If you\u2019d like to up your \u201cfunny\u201d, reach out to Oxford Road for a creative jam session by\u00a0clicking here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1414,"title":"Media Roundtable: Industry Edition - November 15th","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/9c9f9f15-89f9-443a-8e35-7e10d98d9048_CopyofCopyofFacebookAudioAds.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-november-15th\/","date":"November 15, 2023","description":"We\u2019re back with an all new episode of\u00a0Media Roundtable: Industry Edition!\nBack on the host microphone is Oxford Road Founder & CEO,\u00a0Dan Granger. Joining him are fellow Oxford Road luminaries,\u00a0Neal Lucey,\u00a0Julia Palermo, and\u00a0Kyle Jelinek.\nWe\u2019re talking big brand bucks, Bill Gates’s new AI podcast picker, podcasting from behind bars, and streaming audio\u2013the quiet juggernaut. Let\u2019s dig in.\n\nThe Land of Brands :\u00a0A new\u00a0IAB report\u00a0says 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\u2019t shift too far away from the performance side. At the end of the day, all the ads still need to work.\nBill Picks Pix \u2705:\u00a0Discoverability isn\u2019t always a Podcast\u2019s strong suit, but that might change with Pix, a free personalized AI-powered recommendation tool from\u00a0Likewise\u00a0(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.\nStreaming FTW :\u00a0Streaming audio doesn\u2019t always get the buzzy headlines like Podcast, but it\u2019s been growing steadily as radio\u2019s continued to decline. A new\u00a0Edison\/Amazon Ads\u00a0study shows that 3\/4 of US Adults have recently listened to streaming (a 74% increase over the past decade). Plus, it\u2019s a huge advertising opportunity reaching 78% of monthly listeners with ad-supported content.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link below.\nWatch Here\nListen Here","landing_redirection":""},{"id":4200,"title":"If a Podcast Downloads in a Forest Does it Count as an Impression?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-134847.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/if-a-podcast-downloads-in-a-forest-does-it-count-as-an-impression\/","date":"November 8, 2023","description":"Calling all Chief Audio Officers\u2013it\u2019s time for another all new episode of the Media Roundtable: Special Edition! To give you the tools to ask the right questions, we\u2019re bringing you a deep dive into an issue that has plagued the industry since its inception – \u201cWhat is a Download?\u201d\nAnd we couldn\u2019t 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.\nThe question of \u201cWhat is a Download?\u201d 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\u2019s next for CAOs navigating with these same tools.\n\nDownload Schmownload? – Having the common language of downloads\u2013what counts and what doesn\u2019t, are key infrastructure investments in the industry. If podcasting were\u00a0the \u201cwild west\u201d, 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.\nThe Data Tells The Story – What do you do when you start seeing discrepancies in data that you can\u2019t ignore? That\u2019s 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\u2019ve had to risk being wrong can surely relate. What to do? First steps: explore alternative explanations and collaborate with outside experts.\nThe Long Tail \u23f3- 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\u00a0while we wait for a better source of truth?\n\nThe answer to the \u201cWhat is a Download\u201d question is still not definitive, but thanks to the panel on today\u2019s episode, we\u2019re closer than ever before. To add \u201cPodcast Download Savvy\u201d to your CAO\u2019s toolbox, check out the full episode by clicking the link below.\nWatch Here\nListen Here\n\nThe Classifieds\n\nOG Hitmaker Plays a New Tune\nAudio has an impressive superpower that video can’t touch: the ability to connect unreachable figures with an active audience. You’ll find artists like\u00a0Suge Knight, who\u2019s 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.\u00a0Dave Mays, co-founder of podcast network\u00a0Breakbeat Media, and a highly influential voice in the hip-hop community, is hosting this new venture.\nMays will connect Suge via collect calls to other hip-hop mavericks to discuss long unanswered questions while he\u2019s behind bars. Though well known for his domineering and larger than life personality, Knight\u2019s conversations are intimate, honest, and very down to earth. The show is already getting a lot of media buzz and it\u2019s still available for sponsorship in Q4 and beyond. Prove yourself to be a CAO MC by clicking the link below.\nGet The Deal\n\none-sided Verbal Sparring Becomes Sports Centric\nWe\u2019ve all done it: you\u2019re listening to one of your favorite audio personalities and you begin having a one-sided argument with them. Another beautiful facet of audio is\u2026 they can often talk back in real time. Podcast host Rico Bosco is doing just that. New from Barstool Sports comes\u00a0Healthy 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.\nBosco is already the host of\u00a0Barstool Pick Em\u00a0and\u00a0Barstool 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\u2019s key demo. Start a two-sided conversation with us by using the link below.\nGet The Deal\n\nIn Case You Missed It\nTake a Listen, it\u2019s In a Book\u2026 A Listening Rainbow\nSpotify’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\u2019s 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\u2019s ad-supported offering. According to Edison Research, an estimated 100 million people listened to audiobooks last year.\nRead More\nThe YouTube Killer?\nPremium 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\u00a0audio only\u00a0experience.\nRead More\nBetter Late Than Never\nIAB 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\u00a0at 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\u2019ll share our take on the IAB research during next week\u2019s Media Roundtable podcast. Stay tuned.\nRead More\n\n#SaveTheLiveReads\nTommy John\u2019s Duck Call\nHave 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\u2019s the kind of impact being made by\u00a0Si Robertson\u00a0and his band of duck hunting misfits at the\u00a0Duck Call Room\u00a0podcast. These men have banter, they have wit and a unanimous recommendation for\u00a0Tommy 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\u00a0Audiolytics\u2122\u00a0components (substantiation and personal endorsement) with a truly unique execution of humor only found within the hallowed walls of the\u00a0Duck Call Room, you get a near perfect read that\u2019s performing finer than a frog\u2019s hair.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHey Joe, Where You Goin\u2019?\nJoe Rogan\u2019s 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\u2019s Ariel Shapiro\u00a0explores Rogan\u2019s next move as a thought exercise and discusses reasons why Joe would stay, or much to Spotify\u2019s chagrin, take \u201cThe Experience\u201d elsewhere. Oxford Road Founder & CEO,\u00a0Dan Granger\u00a0was interviewed by Ariel on the subject and provides historical context that\u2019ll be music to\u00a0Daniel Ek\u2019s\u00a0ears; \u201cRush 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.\u201d Time will ultimately tell, but\u00a0The Influencer\u00a0thinks Joe ain\u2019t goin\u2019 anywhere.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1415,"title":"Media Roundtable: What is a Download?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/04ff65e3-9f96-43f5-9d1d-c7c7d0a20e8c_Approve10Website10-25-20233.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-what-is-a-download\/","date":"November 8, 2023","description":"Calling all Chief Audio Officers\u2013it\u2019s time for another all new episode of the Media Roundtable: Special Edition! To give you the tools to ask the right questions, we\u2019re bringing you a deep dive into an issue that has plagued the industry since its inception – \u201cWhat is a Download?\u201d\nAnd we couldn\u2019t 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.\nThe question of \u201cWhat is a Download?\u201d 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\u2019s next for CAOs navigating with these same tools.\n\nDownload Schmownload? – Having the common language of downloads\u2013what counts and what doesn\u2019t, are key infrastructure investments in the industry. If podcasting were\u00a0the \u201cwild west\u201d, 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.\nThe Data Tells The Story – What do you do when you start seeing discrepancies in data that you can\u2019t ignore? That\u2019s 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\u2019ve had to risk being wrong can surely relate. What to do? First steps: explore alternative explanations and collaborate with outside experts.\nThe Long Tail \u23f3- 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\u00a0while we wait for a better source of truth?\n\nThe answer to the \u201cWhat is a Download\u201d question is still not definitive, but thanks to the panel on today\u2019s episode, we\u2019re closer than ever before. To add \u201cPodcast Download Savvy\u201d to your CAO\u2019s toolbox, check out the full episode by clicking the link below.\nWatch Here\nListen Here","landing_redirection":""},{"id":4203,"title":"The CAOs Convene Again-Here\u2019s What You Missed; New Podcast Puts an Eye on AI; Tea-G-I-F Hosts Show How to Make an Endorsement","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-135442.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-caos-convene-again-heres-what-you-missed-new-podcast-puts-an-eye-on-ai-tea-g-i-f-hosts-show-how-to-make-an-endorsement\/","date":"November 1, 2023","description":"Calling all Chief Audio Officers\u2013it\u2019s time for another all-new episode of the\u00a0Media Roundtable: Special Edition! Leading us once again is Oxford Road Founder and CEO\u00a0Dan Granger. Joining him are fellow Oxford Road Experts\u00a0Miranda Romano,\u00a0James Ingrassia,\u00a0Jennifer Laine, and\u00a0Giles Martin.\nLast 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.\nWe\u2019re talking Verification, Brand Safety & Suitability, and a team favorite\u2013Attribution. Let\u2019s get in the weeds as we distill insights from 20 or so CAOs just like you.\n\u201cThe 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.\u201d\n\u2013\u00a0Dan Granger, Oxford Road Founder and CEO\n\nThere\u2019s a Dashboard for That \u2013\u00a0For Verification, we asked the CAOs, \u201cWhat are your dream metrics?\u201d and a lot of those measurements already exist\u2013just 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: \u201cClosed analytical mouths don\u2019t get fed.\u201d)\u00a0Getting the right pieces in place (tracking-wise) can help tease out potential cases of delivery fraud.\nBrand Safety Grows With You \u2013\u00a0Polling 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\u00a0before\u00a0your brand is in hot water. (And if you need help making a plan,\u00a0we\u2019d love to help).\nAttribution \u2013\u00a0It\u2019s a wild time for Attribution! For a while, there\u2019s been an arms race for pixels to solve everything, and increasingly it looks like pixels will not be our Attribution panacea. There\u2019s 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,\u00a0nobody\u00a0relied exclusively on their pixels for Attribution, but data points like an\u00a0auto-populating post-purchase survey\u00a0are immensely powerful.\n\nIf you\u2019re feeling the FOMO and wish you could have been a part of last week\u2019s event, you can sign up to be a part of the next one\u00a0HERE. For full discussions of these topics and a whole lot more, check out the full episode by clicking the link HERE.\n\nThe Classifieds\n\nDon\u2019t Take Your Eyes off the Prize\nAI 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\u00a0Craig Smith\u00a0hosts\u00a0Eye 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.\nGet The Deal\n\nSchool is in Session\nHeavily sought-after by advertisers, this chart-topping Business option has only recently started taking on sponsors.\u00a0Erika Kullberg\u00a0has 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\u00a0Plug and Law.\nEach 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.\nGet The Deal\n\n#SaveTheLiveReads\nTEA-G-I-E: Thank God It\u2019s \u201cEarnIn!\u201d\nNobody 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\u2014thanks to their show hitting the top of the charts\u2014the 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\u00a0TEA-G-I-F \u00a0podcast doesn\u2019t need the services our client\u00a0EarnIn 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.\nEach host discusses how beneficial\u00a0EarnIn\u00a0would 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\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1417,"title":"Media Roundtable: How Leading Marketers Are Solving the Measurement Problem","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/f9e5af1e-8c11-48d6-bb27-dbb2ab3d3ca9_Approve10Website10-25-2023.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-how-leading-marketers-are-solving-the-measurement-problem\/","date":"November 1, 2023","description":"Calling all Chief Audio Officers\u2013it\u2019s time for another all-new episode of the\u00a0Media Roundtable: Special Edition! Leading us once again is Oxford Road Founder and CEO\u00a0Dan Granger. Joining him are fellow Oxford Road Experts\u00a0Miranda Romano,\u00a0James Ingrassia,\u00a0Jennifer Laine, and\u00a0Giles Martin.\nLast 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.\nWe\u2019re talking Verification, Brand Safety & Suitability, and a team favorite\u2013Attribution. Let\u2019s get in the weeds as we distill insights from 20 or so CAOs just like you.\n\u201cThe 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.\u201d\n\u2013\u00a0Dan Granger, Oxford Road Founder and CEO\n\nThere\u2019s a Dashboard for That \u2013\u00a0For Verification, we asked the CAOs, \u201cWhat are your dream metrics?\u201d and a lot of those measurements already exist\u2013just 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: \u201cClosed analytical mouths don\u2019t get fed.\u201d)\u00a0Getting the right pieces in place (tracking-wise) can help tease out potential cases of delivery fraud.\nBrand Safety Grows With You \u2013\u00a0Polling 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\u00a0before\u00a0your brand is in hot water. (And if you need help making a plan,\u00a0we\u2019d love to help).\nAttribution \u2013\u00a0It\u2019s a wild time for Attribution! For a while, there\u2019s been an arms race for pixels to solve everything, and increasingly it looks like pixels will not be our Attribution panacea. There\u2019s 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,\u00a0nobody\u00a0relied exclusively on their pixels for Attribution, but data points like an\u00a0auto-populating post-purchase survey\u00a0are immensely powerful.\n\nIf you\u2019re feeling the FOMO and wish you could have been a part of last week\u2019s event, you can sign up to be a part of the next one\u00a0HERE. For full discussions of these topics and a whole lot more, check out the full episode by clicking the link HERE.","landing_redirection":""},{"id":4207,"title":"The MRT Returns; Podcast Listeners Trust Host Endorsements; Shopify Powers Spotify; Real Podcast - Fake Everything Else; YAP Loves The Cha-Ching!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-152650.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-mrt-returns-podcast-listeners-trust-host-endorsements-shopify-powers-spotify-real-podcast-fake-everything-else-yap-loves-the-cha-ching\/","date":"October 25, 2023","description":"Hello Chief Audio Officers, it\u2019s time for another all new episode of the\u00a0Media Roundtable: Industry Edition! Back on the lead microphone is fearless host\u00a0Jennifer Laine. Joining her are fellow Oxford Road luminaries,\u00a0Kyle Jelinek,\u00a0Steven Abraham, and\u00a0Stew Redwine.\nWe\u2019re talking podcast merch straight from Spotify, sports fans in audio, and AI shenanigans. Let\u2019s dig in.\n\nIn Pod We Trust :\u00a0A new\u00a0Acast study\u00a0shows that podcasters are now the most trusted media personalities, with half the podcast listeners saying they trust podcasts\u00a0more than any other type of media channels.\nSpotify & Shopify? Sounds Like :\u00a0Spotify\u00a0is rolling out a\u00a0custom merch store for podcasts\u00a0(shoutout to Oxford Road client\u00a0Shopify\u00a0for powering it all). What does it mean for marketers? Well integrated revenue for shows\u00a0might\u00a0mean hosts aren\u2019t 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\u2019re optimistic.\nVirtual Fools, Real Learnings :\u00a0When Stew Redwine\u2019s not hosting\u00a0Ad Infinitum, produced by Oxford Road Creative Services Producer\u00a0Caitlyn Spring, he\u2019s teaming up with our Creative & Financial Services Administrator\u00a0Morgan Gonsoski\u00a0to create\u00a0Virtual Fools\u2014the first podcast named, written, and hosted purely by AI.\u00a0Virtual Fools\u00a0is created utilizing\u00a0Descript,\u00a0ChatGPT,\u00a0WellSaid Labs, and more. It\u2019s a great testing ground for what AI tools can and can\u2019t do well. For a creepy and compelling hike through this uncanny valley, we recommend the\u00a0true crime episode.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking here.\n\nThe Classifieds\n\n\u00a0Paging Doctor Death!\nHitmaker\u00a0Wondery\u00a0will be going back to the well this January with season four of the groundbreaking limited series\u00a0Dr. Death. Past seasons of this true crime series included tales of malpractice, misappropriation, patient neglect, and even\u2026 murder. Host\u00a0Laura Beil\u00a0returns 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\u00a0second season.\nWondery 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.\nGet The Deal\n\nOutwit, Outplay, Outlast\nLight the torches and assemble for tribal council:\u00a0Survivor\u00a0is back. And its newest podcast companion is the perfect\u00a0listen\u00a0along for season 45, which premiered in September. Though much of the show is hosted by\u00a0Survivor: Edge of Extinction\u00a0castaway\u00a0Rick Devens\u00a0and producer\u00a0Jay Wolff, host and showrunner\u00a0Jeff Probst\u00a0often stops by to give his unmitigated and unfiltered observations on the current contestants. Though we\u2019re 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\u00a0CBS. 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\u2019s performed well for B2B brands historically. Don\u2019t continue\u00a0Ulonging\u00a0in Q4, see below for your own immunity idol.\nGet The Deal\n\nIn Case You Missed It\nWhat is a Download?\nIn an article titled \u201cApple Considers Selling Podcast Ads on Original Shows\u201d, Ashley Carman\u00a0explains 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\u2019 expected downloads by 10-15%. While the decrease may seem alarming, it\u2019s a positive change that will reduce repeated ad exposures in back episodes. Stay tuned for an upcoming episode of\u00a0The Media Roundtable, where we will delve deeper into this topic.\nRead More\nPodcast Listeners Trust Their Hosts\nA new study by Acast\u00a0reveals 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.\nRead More\nWe Like Sportz\nAccording 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.\nRead More\n\n#SaveTheLiveReads\nShopify Just Like Magic!\n‘CHA CHING‘\u00a0Popping into the spotlight with a magical advertisement this week is Hala Taha on her podcast\u00a0Young 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\u00a0online courses\u00a0on\u00a0Shopify. She\u2019s exactly the type of host aspiring entrepreneurs (especially female entrepreneurs) need to hear from. She\u2019s been in their shoes and knows how to share her story. A long time partner with\u00a0Oxford Road, Hala absolutely nails two of the main Audiolytics\u2122 components of substantiation and demonstration by sharing her real life experience of how\u00a0Shopify\u00a0provided everything she needed to set up shop. It\u2019s no wonder Shopify and other advertisers seek out deeper partnerships with hosts as dedicated as Hala.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1413,"title":"Media Roundtable: Industry Edition - October 25th","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/e21e6805-0d67-46bc-8ebd-5812ca17d919_Approve10Website10-25-2023.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-october-25th\/","date":"October 25, 2023","description":"Hello Chief Audio Officers, it\u2019s time for another all new episode of the\u00a0Media Roundtable: Industry Edition! Back on the lead microphone is fearless host\u00a0Jennifer Laine. Joining her are fellow Oxford Road luminaries,\u00a0Kyle Jelinek,\u00a0Steven Abraham, and\u00a0Stew Redwine.\nWe\u2019re talking podcast merch straight from Spotify, sports fans in audio, and AI shenanigans. Let\u2019s dig in.\n\nIn Pod We Trust :\u00a0A new\u00a0Acast study\u00a0shows that podcasters are now the most trusted media personalities, with half the podcast listeners saying they trust podcasts\u00a0more than any other type of media channels.\nSpotify & Shopify? Sounds Like :\u00a0Spotify\u00a0is rolling out a\u00a0custom merch store for podcasts\u00a0(shoutout to Oxford Road client\u00a0Shopify\u00a0for powering it all). What does it mean for marketers? Well integrated revenue for shows\u00a0might\u00a0mean hosts aren\u2019t 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\u2019re optimistic.\nVirtual Fools, Real Learnings :\u00a0When Stew Redwine\u2019s not hosting\u00a0Ad Infinitum, produced by Oxford Road Creative Services Producer\u00a0Caitlyn Spring, he\u2019s teaming up with our Creative & Financial Services Administrator\u00a0Morgan Gonsoski\u00a0to create\u00a0Virtual Fools\u2014the first podcast named, written, and hosted purely by AI.\u00a0Virtual Fools\u00a0is created utilizing\u00a0Descript,\u00a0ChatGPT,\u00a0WellSaid Labs, and more. It\u2019s a great testing ground for what AI tools can and can\u2019t do well. For a creepy and compelling hike through this uncanny valley, we recommend the\u00a0true crime episode.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking here.","landing_redirection":""},{"id":4211,"title":"Media Roundtable Returns: YouTube Rolls Out All New Podcast Platform Again; Why UK Listeners Skip The Ads; Podcast Commercial Needs Mayhem","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-153246.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-returns-youtube-rolls-out-all-new-podcast-platform-again-why-uk-listeners-skip-the-ads-podcast-commercial-needs-mayhem\/","date":"October 18, 2023","description":"This week, we\u2019re back with an all new episode of\u00a0Media Roundtable: Industry Edition!\nCommandeering the host microphone for the first time with\u00a0authority\u00a0is Oxford Road Media Buyer and self described \u201call around menace\u201d\u00a0Spencer Semonson. Joining her are fellow Oxford Road experts,\u00a0Neal Lucey,\u00a0Julia Palermo, and\u00a0Stew Redwine, along with our preeminent radio futurologist,\u00a0James Cridland\u00a0(Podnews,\u00a0Podcast Business Journal).\nWe\u2019re talking ad skipping, a strategy turnaround for a\u00a0major\u00a0podcast producer, and how to use holiday creative to make spirits (and ROI) bright. Let\u2019s dig in.\n\nYouTube Hits Play (and Skip) :\u00a0YouTube\u00a0is rolling out RSS ingestion this week to take a bigger slice of the podcast pie. The catch? No ads allowed. So, if it\u2019s baked in, it\u2019s not allowed, and if you want to buy ads on YouTube, you still have to go through Google. TBD how it all shakes out.\n\u201cUK Skippers\u2013\u201d \u23e9:\u00a0Nearly half of UK listeners skip ads, according to a\u00a0YouGov 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\u2019ve 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.\nPodcast Is Good, But Needs Mayhem :\u00a0Industry milestone\u00a0unlocked podcasting\u00a0is now featured in a\u00a0pitch-perfect ad\u00a0from Allstate. Not a bad fringe indicator of Podcasting\u2019s rising star as it shapes the cultural conversation. We eagerly await the unlikely sequel where the podcast enthusiast talks to\u00a0Mayhem\u00a0and recommends\u00a0Ad Infinitum.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking HERE.\n\nThe Classifieds\n\n\u00a0Real Housewife Gets a Podcast Rebrand\nCaroline Stanbury\u00a0knows a lot about reinvention: she\u2019s done it many times. Her newest revelatory change came with the updated title of her well-known podcast\u00a0Divorced, Not Dead. Now past 40, and remarried to the love of her life, the former\u00a0Real 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.\nConversations creep into both personal and professionally valuable territory, blending subjects that often can\u2019t 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.\nGet The Deal\n\nYoung at Heart and Young in Psyche\nThe pandemic broadened deep divides in our country, and the psychic toll of that era has tremendously affected young people. Most are turning to\u00a0TikTok\u00a0and\u00a0podcasts\u00a0to 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\u00a0Jemma Sbeg\u00a0wants 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\u2019t 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.\nGet The Deal\n\nIn Case You Missed It\nWYNC Now \u201cRadio First\u201d\nBelow is our take on other news topics discussed on this week\u2019s podcast. First, NPR\u2019s largest member station,\u00a0WNYC, 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.\u201d 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.\nRead More\nYouTube Surpasses Netflix for Teens\nParents 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\u00a0YouTube\u00a0than on\u00a0Netflix. 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\u2019s 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.\nRead More\nIAB\u2019s Podcast Buyer Checklist is a\u00a0Nice Start\nThe 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\u2019s podcast pointed out, if you really, truly want to know everything that goes into podcast planning, Spencer Semonson\u00a0has your definitive guide.\nRead More\n\n#SaveTheLiveReads\nPete and Sebastian Demand Thank You From MasterClass\nThere\u2019s nothing quite like a quirky set of podcast hosts who can toot their own horn without losing their charm.\u00a0Pete Correale\u00a0and\u00a0Sebastian Maniscalco\u00a0of\u00a0The Pete and Sebastian Show\u00a0are SO CONFIDENT about their personal experience with\u00a0MasterClass, that they declare that if their ad doesn\u2019t bring \u201ctwenty million dollars in revenue for MasterClass, something\u2019s wrong.\u201d While we won\u2019t actually hold them to their hyperbolic claim, where else can you find hosts with this much moxie?\u00a0Oxford Road\u2019s mission\u00a0is \u201cto 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!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1422,"title":"Media Roundtable: Industry Edition - October 18th","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/3c26d840-1c4f-4167-9beb-63951e05082c_CopyofCopyofFacebookAudioAds.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-october-18th\/","date":"October 18, 2023","description":"This week, we\u2019re back with an all new episode of\u00a0Media Roundtable: Industry Edition!\nCommandeering the host microphone for the first time with\u00a0authority\u00a0is Oxford Road Media Buyer and self described \u201call around menace\u201d\u00a0Spencer Semonson. Joining her are fellow Oxford Road experts,\u00a0Neal Lucey,\u00a0Julia Palermo, and\u00a0Stew Redwine, along with our preeminent radio futurologist,\u00a0James Cridland\u00a0(Podnews,\u00a0Podcast Business Journal).\nWe\u2019re talking ad skipping, a strategy turnaround for a\u00a0major\u00a0podcast producer, and how to use holiday creative to make spirits (and ROI) bright. Let\u2019s dig in.\n\nYouTube Hits Play (and Skip) :\u00a0YouTube\u00a0is rolling out RSS ingestion this week to take a bigger slice of the podcast pie. The catch? No ads allowed. So, if it\u2019s baked in, it\u2019s not allowed, and if you want to buy ads on YouTube, you still have to go through Google. TBD how it all shakes out.\n\u201cUK Skippers\u2013\u201d \u23e9:\u00a0Nearly half of UK listeners skip ads, according to a\u00a0YouGov 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\u2019ve 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.\nPodcast Is Good, But Needs Mayhem :\u00a0Industry milestone\u00a0unlocked podcasting\u00a0is now featured in a\u00a0pitch-perfect ad\u00a0from Allstate. Not a bad fringe indicator of Podcasting\u2019s rising star as it shapes the cultural conversation. We eagerly await the unlikely sequel where the podcast enthusiast talks to\u00a0Mayhem\u00a0and recommends\u00a0Ad Infinitum.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking HERE.","landing_redirection":""},{"id":4215,"title":"\u201cDon\u2019t Make Podcast Radio\u201d Oxford Road CEO Pleads to Networks at Podcast Movement; YouTube Automates Podcast; Podcast Listeners Long for the Holidays","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-154027.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dont-make-podcast-radio-oxford-road-ceo-pleads-to-networks-at-podcast-movement-youtube-automates-podcast-podcast-listeners-long-for-the-holidays\/","date":"October 11, 2023","description":"\u201cDon\u2019t make podcast \u2018radio.\u2019\u201d \u2013\u00a0Dan Granger, Oxford Road CEO & Founder\nThis 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\u2013there are some great visuals along the way you won\u2019t want to miss.\nThis may be the most important message we’ve put out to the market to date.\nThe talk offers insights gathered from hard-won experience and Oxford Road\u2019s first ever Chief Audio Officer Summit held earlier this year. We\u2019re tracing Podcasting\u2019s disruptive origins while taking today\u2019s new challenges (from Brand Safety to AI) as an opportunity to disrupt ourselves again. Because if we don\u2019t, we risk turning Podcasts into \u201cRadio 2.0.\u201d Let\u2019s dig in.\n\nBrokering Trust \u2013 \u201cNot everything that is artificial belongs in an authentic medium like audio,\u201d says Dan. Podcasting is an industry built on trust\u2013 an intimate connection from host to audience, sharing what\u2019s important to them.\u00a0 What guidelines can we use with programmatic and synth voices to improve the inefficient, genuine connections that make audio special, without destroying it?\nResponsible, Not Restricted\u00a0\u2013 One of the best things about podcasts? They give space to voices and communities that didn\u2019t exist in radio. The goal isn\u2019t to create unnecessary restrictions on what people can say but to accurately label who\u2019s being responsible with their platforms. Tools like Seekr\u2019s Civility Score give advertisers an \u201caudio nutrition label\u201d for better transparency about who they\u2019re supporting.\nGiving Podcast Its Fair Share \ufe0f \u2013 \u201cPodcasting will never capture its full share of media allocation without third party verification,\u201d says Miranda Romano (VP Media\u00a0Operations, 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.\n\nIf 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\u2019s event, for the full effect, work on getting a negroni hangover, and to digest all the industry insights distilled from a \u201cdecade of defiance\u201d in the audio advertising industry.\nListen Here\n\nThe Classifieds\n\nBeauty Queen\u2019s Story Gets Royal Treatment\nFrom the true crime behemoth,\u00a0Dateline, comes\u00a0Murder 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.\nThis\u00a0Midroll\u00a0true 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\u00a0Keith Morrison\u00a0hosted offering. We suspect you need a motive to test Q4 dollars, so get a clue and click below.\nGet The Deal\n\nPodcast Mic Records the Call of the Wild\u00a0\nThe newest addition to the\u00a0Backyard Ventures\u00a0network brings\u00a0The Wild Times Podcast\u00a0the adventure and excitement of the great outdoors to your ears. Hosted by outdoorsman\u00a0Forrest Galante\u00a0with co-hosts\u00a0Patrick DeLuca\u00a0and\u00a0Peter 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\u2019s work discovering eight\u00a0formerly thought\u00a0extinct 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\u2019s more wise than wild to test this podcast and to do so, simply click the link below.\nGet The Deal\n\nIn Case You Missed It\nThe Dubya B & Acast Strike Deal\nThis week in; \u201cof course they did\u201d, Acast\u00a0announced an exclusive partnership with\u00a0Warner Bros. Discovery\u00a0to 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\u2026 Just make sure you\u2019re with a\u00a0measurement partner\u00a0that can measure Acast placements.\nRead More\nYouTube\u2019s Music App Sets Pods to Auto Mode\nYouTube Music\u00a0has 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 \u201cGoogle Podcasts\u201d 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.\nRead More\nForget the Pumpkin Spice – It\u2019s Candy Cane Time\nWe know you don\u2019t want to think about the holidays until the turkey leftovers are put away, but there\u2019s a reason to get jolly now! As reported in\u00a0Radio Ink, a recent festive study by\u00a0Veritonic\u00a0found 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 clich\u00e9 and a bit cringe, if it’s effective, it’s effective.\nRead More\n\n#SaveTheLiveReads\nYou Down with OKOP?\nSit back and relax,\u00a0OKURRR, as we talk about the awesome hosts of\u00a0OKOP with Sam and John. In their recent ad for\u00a0Zocdoc, Sam and John show they know how to make an audience pay attention. With some\u00a0Cardi B\u00a0flare and groovy background music, the hosts nail many of the Audiolytics main components. They smashed the areas of\u00a0demonstration\u00a0and\u00a0substantiation\u00a0by talking about how difficult it was to get an orthodontist before using the\u00a0Zocdoc\u00a0app. And then\u00a0BAM\u2026 the golden buzzer, finding one in 15 seconds on\u00a0Zocdoc! But the unsung hero of this read is in the countless hours behind the scenes, crafting an ad that sounds like it\u2019s \u201coff the cuff\u201d, and onboarding the hosts so they can talk about their experience like they were talking to a friend.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1412,"title":"Live from Podcast Movement: The Decade of Defiance","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/bc1964f5-1fe0-4891-9bcb-205fbc8e645d_CopyofCopyofFacebookAudioAds28129.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-media-roundtable-special-edition2\/","date":"October 11, 2023","description":"\u201cDon\u2019t make podcast \u2018radio.\u2019\u201d\n\u2013\u00a0Dan Granger, Oxford Road CEO & Founder\nThis 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\u2013there are some great visuals along the way you won\u2019t want to miss.\nThis may be the most important message we’ve put out to the market to date.\nThe talk offers insights gathered from hard-won experience and Oxford Road\u2019s first ever Chief Audio Officer Summit held earlier this year. We\u2019re tracing Podcasting\u2019s disruptive origins while taking today\u2019s new challenges (from Brand Safety to AI) as an opportunity to disrupt ourselves again. Because if we don\u2019t, we risk turning Podcasts into \u201cRadio 2.0.\u201d Let\u2019s dig in.\n\nBrokering Trust \u2013 \u201cNot everything that is artificial belongs in an authentic medium like audio,\u201d says Dan. Podcasting is an industry built on trust\u2013 an intimate connection from host to audience, sharing what\u2019s important to them.\u00a0 What guidelines can we use with programmatic and synth voices to improve the inefficient, genuine connections that make audio special, without destroying it?\nResponsible, Not Restricted\u00a0\u2013 One of the best things about podcasts? They give space to voices and communities that didn\u2019t exist in radio. The goal isn\u2019t to create unnecessary restrictions on what people can say but to accurately label who\u2019s being responsible with their platforms. Tools like Seekr\u2019s Civility Score give advertisers an \u201caudio nutrition label\u201d for better transparency about who they\u2019re supporting.\nGiving Podcast Its Fair Share \ufe0f \u2013 \u201cPodcasting will never capture its full share of media allocation without third party verification,\u201d says Miranda Romano (VP Media\u00a0Operations, 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.\n\nIf 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\u2019s event, for the full effect, work on getting a negroni hangover, and to digest all the industry insights distilled from a \u201cdecade of defiance\u201d in the audio advertising industry. Listen Here","landing_redirection":""},{"id":2065,"title":"Solving Audio Ad Attribution","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/f855426c-3f87-48e3-8d7e-69246f4d859b_ScreenShot2023-04-11at1.10.22PM.avif","image_alt":"audio","button_text":"","topics":[],"category":["whitepaper"],"termslug":"whitepaper","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/solving-audio-ad-attribution\/","date":"October 10, 2023","description":"","landing_redirection":""},{"id":4219,"title":"NFL (Taylor\u2019s Version) Hits The Media World; Nick & Vanessa Lachey Make Things Awkward; The Hispanic Podcast Audience Continues to Explode; and More","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-154940.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/nfl-taylors-version-hits-the-media-world-nick-the-hispanic-podcast-audience-continues-to-explode-and-more\/","date":"October 4, 2023","description":"Today\u2019s your lucky day! We\u2019re back with a double dose of audio insights! First, we\u2019re rounding up the news you may have missed on an all new episode of\u00a0Media Roundtable.\nTaking the host microphone for a spin is MRT fan-favorite and Oxford Road Associate Media Director\u00a0Kristen Duenas, along with fellow Oxford Roadies,\u00a0Neal Lucey,\u00a0Ricardo Martinez, and\u00a0Spencer Semonson. We\u2019re talking AI translation, some good news for radio, top Brit Pods, and the immense Hispanic podcast audience. Let\u2019s dig in.\n\nPodcasts Speak Your Language :\u00a0Spotify’s AI Voice Translation means your favorite podcasts may soon talk to you in your mother tongue. (h\/t\u00a0Podnews) The feature doesn’t merely translate; it keeps the essence of the podcaster\u2019s voice intact. Pros: Using AI to bridge language gaps and make global podcasts more accessible. Cons: YMMV. On\u00a0Armchair Expert, Dax\u2019s accent was a lot better than Kristen\u2019s.\nRadio Strikes Back\u00a0 :\u00a0TV’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.\nThe Taylor Effect\u00a0 :\u00a0All Hail Queen T Swift? Travis Kelce’s podcast (co-hosted with brother Jason) \u201cNew Heights\u201d is reaching just that, thanks to an influx of Swifties. Advertisers always keep an ear to the ground\u2013 current events can trigger unexpected gains. In short, make sure you\u2019re ready.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link here.\n\nPlus, for an embarrassment of riches, we present\u00a0Ad Infinitum Episode 4\u00a0– \u201cDemonstrated = Persuaded.\u201d This is the only podcast all about how audio ads work, and it does not disappoint.\nThis week, host\u00a0Stew Redwine\u00a0(Oxford Road\u2019s VP of Creative Services) welcomes a Powerhouse Panel from across the Podcast Polyverse \u2013\u00a0Amelia Coomber\u00a0(Head of Marketing at PodScribe, Host of\u00a0Make Better),\u00a0Adam McNeil, (VP of Marketing at ADOPTER Media, Host of\u00a0Make Better),\u00a0Arielle Nissenblatt, (Head of Community and Content at Squadcast.fm) and\u00a0Paul Riismandel (Chief Insights Officer, Partner at Signal Hill).\n\n\u201cWe are most persuaded when we consider a thing demonstrated.\u201d – Aristotle\n\nJoin Stew and crew as they break down top-spending creative from HelloFresh, BetterHelp, Angi, and Instacart. Did they demonstrate, and are we persuaded?\n\nIt Demonstrates Too Much, Methinks \ud83e\udd28 \u2013\u00a0Which ad gets dinged for explaining too much about how things work, so you can\u2019t retain a thing?\n\n\nCurtain\u2019s Up \ud83c\udfad \u2013\u00a0Which ad makes the most of theater of the mind, helping the listener truly imagine what it\u2019s like to use their product?\n\n\nOff-Target \ud83c\udfaf \u2013 There\u2019s 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\u2026 but the podcast it was on has an audience about 10 years younger.\n\nIf you\u2019ve never understood why some ads have moved you and others haven\u2019t, 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.\nListen Here\n\nThe Classifieds\n\nK9 Trainer Is an Advertiser\u2019s Perfect 10\nMike Ritland\u2019s 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.\nThink of this show as one of those interview-based shows constantly topping the charts, but with a price-tag that won\u2019t break your budget. So don\u2019t bark up the wrong tree with your Q4 tests, just click below.\nGet The Deal\n\n\u2019m Not Nick Lachey, Obviously\nGet out your golden goblets, brush off the lyrics to Cameron\u2019s cringey\u00a0rap, and open the bottle of eye drops:\u00a0Love is Blind\u00a0is back! With it comes a new set of episodes from season 2 participants Deepti Vempati and Natalie Lee\u2019s podcast\u00a0Out 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\u00a0The Ultimatum,\u00a0Perfect Match, and\u00a0Too Hot to Handle. In the most recent episode, they easily debunk internet theories around the show\u2019s production while giving firsthand accounts of their season\u2019s 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 \u201cexperiment\u201d by clicking below for more information.\nGet The Deal\n\nIn Case You Missed It\nEste No Es Un Robot\nFirst 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,\u00a0Bill Simmons, and\u00a0Lex Fridman\u00a0to generate AI-powered voice translations into Spanish, French, German, and many other key languages. Translating existing content while keeping the creators\u2019 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.\nRead More\nFresh Insights on Audio Usage Within the Latino Segment\nAccording 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.\nRead More\nTravis Kelce Most Definitely a \u201cSwifty\u201d\nStick 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\u2019s Edition) swept the world, Travis Kelce has gained more than half a million Instagram followers. His merchandise sales have spiked 400%, female TV viewership\u00a0of Chief\u2019s games is up massively, and his\u00a0New Heights\u00a0podcast 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\u2013you never know who Taylor Swift will date\u2026 next.\nRead More\n\n#SaveTheLiveReads\nNot Joel Osteen Talking About His Bathroom Habits\nWith a unique podcast title like\u00a0History is Dank, there\u2019s no doubt its host\u00a0Strider Wilson\u00a0(who has an uncanny resemblance to televangelist Joel Osteen, which he uses for\u00a0comedic purposes) has an equally unique twist on his advertisements. Take this recent strong testimony about the\u00a0Tushy\u00a0bidet. In a great demonstration, he\u2019s humorous when talking about how this product has changed his life.\u00a0 It\u2019s exactly what Oxford Road seeks from hosts. Talking about your butt on a podcast doesn\u2019t come easily, but Strider has a great balance of normalcy and eagerness about the product, and that\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1418,"title":"Media Roundtable: Industry Edition - October 4th","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/c51548d9-45e7-4d85-bd96-fdd0924ecd7c_CopyofCopyofFacebookAudioAds.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/todays-your-lucky-day-were-back-with-a-double-dose\/","date":"October 4, 2023","description":"Today\u2019s your lucky day! We\u2019re back with a double dose of audio insights! First, we\u2019re rounding up the news you may have missed on an all new episode of\u00a0Media Roundtable.\nTaking the host microphone for a spin is MRT fan-favorite and Oxford Road Associate Media Director\u00a0Kristen Duenas, along with fellow Oxford Roadies,\u00a0Neal Lucey,\u00a0Ricardo Martinez, and\u00a0Spencer Semonson. We\u2019re talking AI translation, some good news for radio, top Brit Pods, and the immense Hispanic podcast audience. Let\u2019s dig in.\n\nPodcasts Speak Your Language :\u00a0Spotify’s AI Voice Translation means your favorite podcasts may soon talk to you in your mother tongue. (h\/t\u00a0Podnews) The feature doesn’t merely translate; it keeps the essence of the podcaster\u2019s voice intact. Pros: Using AI to bridge language gaps and make global podcasts more accessible. Cons: YMMV. On\u00a0Armchair Expert, Dax\u2019s accent was a lot better than Kristen\u2019s.\nRadio Strikes Back\u00a0 :\u00a0TV’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.\nThe Taylor Effect\u00a0 :\u00a0All Hail Queen T Swift? Travis Kelce’s podcast (co-hosted with brother Jason) \u201cNew Heights\u201d is reaching just that, thanks to an influx of Swifties. Advertisers always keep an ear to the ground\u2013 current events can trigger unexpected gains. In short, make sure you\u2019re ready.\n\nFor full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link here.","landing_redirection":""},{"id":1416,"title":"Ad Infinitum Episode 4 \"Demonstrated = Persuaded\" with Special Guest Panel Focuses on Audiolytics\u2122","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/10\/c076ff33-eb4f-459a-89c1-f16231ab084b_CopyofCopyofFacebookAudioAds2.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-episode-4-demonstrated-persuaded\/","date":"October 4, 2023","description":"Plus, for an embarrassment of riches, we present\u00a0Ad Infinitum Episode 4\u00a0– \u201cDemonstrated = Persuaded.\u201d This is the only podcast all about how audio ads work, and it does not disappoint.\nThis week, host\u00a0Stew Redwine\u00a0(Oxford Road\u2019s VP of Creative Services) welcomes a Powerhouse Panel from across the Podcast Polyverse \u2013\u00a0Amelia Coomber\u00a0(Head of Marketing at PodScribe, Host of\u00a0Make Better),\u00a0Adam McNeil, (VP of Marketing at ADOPTER Media, Host of\u00a0Make Better),\u00a0Arielle Nissenblatt, (Head of Community and Content at Squadcast.fm) and\u00a0Paul Riismandel\u00a0(Chief Insights Officer, Partner at Signal Hill).\n\u00a0\u201cWe are most persuaded when we consider a thing demonstrated.\u201d\n\u2013\u00a0Aristotle\nJoin Stew and crew as they break down top-spending creative from HelloFresh, BetterHelp, Angi, and Instacart. Did they demonstrate, and are we persuaded?\n\nIt Demonstrates Too Much, Methinks \u2013\u00a0Which ad gets dinged for explaining too much about how things work, so you can\u2019t retain a thing?\nCurtain\u2019s Up \u2013\u00a0Which ad makes the most of theater of the mind, helping the listener truly imagine what it\u2019s like to use their product?\nOff-Target \u2013\u00a0There\u2019s 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\u2026 but the podcast it was on has an audience about 10 years younger.\n\nIf you\u2019ve never understood why some ads have moved you and others haven\u2019t, 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 here.","landing_redirection":""},{"id":4224,"title":"Oxford Road\u2019s Giles Martin & His Panel of Experts Share Attribution Secrets; Whitney Cummings Cleans Up Her Act; High T Podcast Offerings","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/Captura-de-pantalla-2026-01-14-181211.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-roads-giles-martin-whitney-cummings-cleans-up-her-act-high-t-podcast-offerings\/","date":"September 27, 2023","description":"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\u00a0Chief 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\u00a0thoughts\u00a0on\u00a0attribution. This panel was the perfect way to expand the conversation by bringing in some of our expert\u00a0CAO\u00a0partners.\n\u00a0\u201cSometimes simpler is better, even though it doesn’t make you feel as smart.\u201d \u2013 Paul Hillen, VP, Performance Marketing, SKIMS\nOur very own\u00a0Giles Martin\u00a0(EVP, Strategy & Insights, Oxford Road) moderates the panel of audio attribution veterans including;\u00a0Paul Hillen\u00a0(VP, Performance Marketing, SKIMS),\u00a0Vanessa Stark\u00a0(Senior Marketing Manager, Performance Marketing, Instacart), and\u00a0Jessica Tennant\u00a0(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\u2013and where they could do better.\n\nRemember to Sell Internally\u00a0 \u2013 As\u00a0marketers, 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.\nTriangulate Everything\u00a0 \u2013\u00a0Is 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).\nFocus on Incrementality\u00a0 \u2013\u00a0At 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).\nFlexible Measurement, Greater Reach\u00a0 \u2013\u00a0If 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.\nPatience, Patience\u00a0 \u2013\u00a0In 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.\n\nWhile 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.\n\nThe Classifieds\n\nWoman Seeks Man, Man Answers\nWe\u2019re in an age where information is free-flowing and always available, yet there\u2019s still those needling questions that require a real person. Comedian\u00a0Emma Willmann\u00a0shares some of the most rare and intriguing queries her listeners put forth. Plus, she has a lot of fun\u00a0doing it.\u00a0Ask Men Anything, the latest release from\u00a0Betches Media, dissects the behavior and foundational beliefs of modern masculinity, while interviewing funny people like\u00a0Lucas Zelnick\u00a0and\u00a0Jared Freid.\nAdvice 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.\nGet The Deal\n\nAll for One, and One for Ball\nWave Sports\u00a0recently wrapped up the first season of their wildly popular limited series\u00a0Podcast P with Paul George, a sports offering that should be at the top of everyone\u2019s rolling opps in 2024. Hosted by NBA Superstar and Olympian\u00a0Paul George, and co-hosted by his friends,\u00a0Jackie Long\u00a0and\u00a0Dallas 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\u00a0Entourage, for its in-depth point of view on their friendship (while also covering the Clippers). This season also boasts interviews with industry insiders like\u00a0Stephen A. Smith, Clippers owner\u00a0Steve Ballmer, and teammate\u00a0Terance 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.\nGet The Deal\n\n#SaveTheLiveReads\nHow to Brush Up Your Live Reads\nToday we\u2019re talking about the always hilarious\u00a0Whitney Cummings, and how she recently delivered a perfect read for the oral care juggernaut,\u00a0quip\u00a0on her\u00a0Good for You\u00a0podcast. 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 \u201csexy\u00a0quip\u00a0toothbrush\u201d and how it has dramatically improved her brushing habits. Having just attended\u00a0Oxford Road\u2019s 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.\nWhitney\u2019s charm is undeniable but the way she intuitively nails the setup and substantiation in this read both are key components of Oxford Road\u2019s proprietary creative messaging system, (Audiolytics\u2122) 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\u2019s done.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1450,"title":"Measuring Success: CAO Summit Live Panel on Navigating Audio Attribution","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/09\/YouTube-Thumbnails-and-Mailchimp-Header.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/measuring-success-cao-summit-live-panel-on-navigating\/","date":"September 27, 2023","description":"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\u00a0Chief 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\u00a0thoughts\u00a0on\u00a0attribution. This panel was the perfect way to expand the conversation by bringing in some of our expert\u00a0CAO\u00a0partners.\n\u00a0\u201cSometimes simpler is better, even though it doesn’t make you feel as smart.\u201d\n \u2013 Paul Hillen, VP, Performance Marketing, SKIMS\nOur very own\u00a0Giles Martin\u00a0(EVP, Strategy & Insights, Oxford Road) moderates the panel of audio attribution veterans including;\u00a0Paul Hillen\u00a0(VP, Performance Marketing, SKIMS),\u00a0Vanessa Stark\u00a0(Senior Marketing Manager, Performance Marketing, Instacart), and\u00a0Jessica Tennant\u00a0(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\u2013and where they could do better.\n\nRemember to Sell Internally\u00a0 \u2013 As\u00a0marketers, 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.\nTriangulate Everything\u00a0 \u2013\u00a0Is 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).\nFocus on Incrementality\u00a0 \u2013\u00a0At 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).\nFlexible Measurement, Greater Reach\u00a0 \u2013\u00a0If 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.\nPatience, Patience\u00a0 \u2013\u00a0In 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.\n\nWhile 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.","landing_redirection":""},{"id":4228,"title":"Audio\u2019s Brightest Share Their Favorite Creative Hacks at CAO Summit; TikTok Mega Influencer Launches New Podcast; Est\u00e1s Disfrutando De Mi Podcast?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/voicing-trust-chief-audio-officer-summit-live-panel-on-creative\/","date":"September 20, 2023","description":"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\u2019ve 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.\n\u00a0\u201cWhat\u2019s so beautiful about audio to me is that it\u2019s inefficient intimacy.\u201d \u2013\u00a0Stew Redwine, VP Creative Services, Oxford Road\nStart Where You Are \u2013\u00a0You don\u2019t need to create your sonic logo from scratch \u2013 you might\u2019ve already done it. The now ubiquitous Shopify Cha-Ching started with the team mining the company\u2019s existing audio assets and finding a mother lode of positive associations. The rest is history.\nPlan for Risks \u26a0\ufe0f\u00a0\u2013\u00a0When you advertise on as many podcasts as quip does, at some point, you\u2019re bound to run into some controversy. This is where CAO\u2019s have to fight \u2018immediate reaction\u2019 instincts.\u00a0 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!)\nEmpowering Hosts \u00a0\u2013\u00a0Learn 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.\nTurning Setbacks into Success \u00a0\u2013\u00a0Earlier 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\u2019s performance goals.\nWe\u2019re just scratching the surface here. Tune in for a 101 year old radio ad, an exciting round of \u201cguess that jingle,\u201d and everything you need to ensure your next audio creative inspires action. Click the link here to listen to the whole episode.\n\nThe Classifieds\n\nNew Network is\u2026 Unwell\nThis past August,\u00a0Call Her Daddy\u2019s\u00a0own\u00a0\u00a0Alex Cooper\u00a0announced the launch of her new podcast production company\u00a0the Unwell Network. Well, the first show from the new network launches tomorrow (9\/21) with\u00a0Alix Earle\u00a0of TikTok mega stardom. Earle gained relevance in 2022 via the\u00a0Get Ready with Me trend, detailing her life as a student at the University of Miami.\nNow graduated, nominated for Creator of the Year at the\u00a02023 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\u2019t be a \u201dhot mess!\u201d\nGet The Deal\n\nEstoy Bien Lit\nStephanie Ramirez and Vanessa Cazarez are two besties who simply want to share the appropriate space to talk about their lives. Luckily, they\u2019ve invited some listeners to join them. Distributed by Sonoro,\u00a0I.E. in Besties\u00a0is a weekly podcast centered around whatever topics the hosts are most interested in at present. Whether they\u2019re sharing what it means to be a woman in today\u2019s society, or gleefully reacting to celebrity fashion faux pas, the two besties always make their audience feel like they\u2019re 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\u2019s own bestie by clicking the link below.\nGet The Deal\n\n#SaveTheLiveReads\nThe Dumb People in Town Podcast Gets a Lesson from Babbel\nThis week\u2019s aircheck highlight is special because we have not one, not two, but three hosts all raving about our advertiser\u00a0Babbel! Daniel, Randy, and Jason, hosts of the\u00a0Dumb People in Town\u00a0podcast, kick things off by showing off their recently acquired Spanish skills, courtesy of Babbel\u2019s 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 \u2014 but getting to these heights isn\u2019t always easy. It requires proper onboarding to educate hosts and empower them to speak honestly about their experiences (see above for onboarding tips).\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1443,"title":"Voicing Trust: Chief Audio Officer Summit Live Panel on Creative","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/8b6af73c-af6a-453e-ae8d-d0dad0438677_CopyofCopyofFacebookAudioAds28829.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/caosummit2023\/","date":"September 20, 2023","description":"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\u2019ve 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.\n\u00a0\u201cWhat\u2019s so beautiful about audio to me is that it\u2019s inefficient intimacy.\u201d\n\u2013\u00a0Stew Redwine, VP Creative Services, Oxford Road \n\nStart Where You Are \u2013\u00a0You don\u2019t need to create your sonic logo from scratch \u2013 you might\u2019ve already done it. The now ubiquitous Shopify Cha-Ching started with the team mining the company\u2019s existing audio assets and finding a mother lode of positive associations. The rest is history.\nPlan for Risks \u26a0\ufe0f\u00a0\u2013\u00a0When you advertise on as many podcasts as quip does, at some point, you\u2019re bound to run into some controversy. This is where CAO\u2019s have to fight \u2018immediate reaction\u2019 instincts.\u00a0 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!)\nEmpowering Hosts \u00a0\u2013\u00a0Learn 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.\nTurning Setbacks into Success \u00a0\u2013\u00a0Earlier 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\u2019s performance goals.\n\nWe\u2019re just scratching the surface here. Tune in for a 101 year old radio ad, an exciting round of \u201cguess that jingle,\u201d and everything you need to ensure your next audio creative inspires action. Click the link here to listen to the whole episode.","landing_redirection":""},{"id":4232,"title":"The White Noise Cash Grab Ends; Relationship Podcasts You Should be Sponsoring; SXM\u2019s Brand New Brand Safety Tool","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-white-noise-cash-grab-ends-relationship-podcasts-you-should-be-sponsoring-sxms-brand-new-brand-safety-tool\/","date":"September 13, 2023","description":"This week, we\u2019re 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.\nWe\u2019re talkin\u2019:\n\nThe $18k White Noise Gravy Train\nThe Rise of the \u201cPodhead\u201d\nSXM\u2019s New Brand Safety Tool\n\nFor recaps of these stories and others, read on\u2013and for the whole picture plus industry insights you won\u2019t get anywhere else, catch the full episode by clicking the link here.\n\nThe Classifieds\n\nInfluencers Fly High, By the Seat of Their Pants\nThough 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\u00a0TikTok\u00a0(5.3m) and\u00a0YouTube\u00a0(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.\nGet The Deal\n\nCoach Helps Mend Broken Hearts One Stitch at a Time\nHealing from heartbreak does not have a\u00a0one-size-fits-all\u00a0solution, yet it often feels\u00a0singularly\u00a0human. Author\u00a0Amy 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.\nSlated guests include Millionaire Matchmaker\u00a0Patti Stanger, bestselling author\u00a0Tara Schuster, and top-charting entertainment news podcaster\u00a0Shannon 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.\nGet The Deal\n\nIn Case You Missed It\nThe Great White (Noise) Hype\nCertain 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\u00a0are no longer just “nice to haves” in podcasting – they’re mandatory.\nRead More\nBe A Podhead\nIn 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.\nDespite 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\u00a0Kim Crawford, is on the list, it’s advisable to include podcast advertising in your media strategy.\nRead More\nThe Brand Safety Bandwagon – Gets A Bit More Crowded\nLast week, SiriusXM Media introduced what they\u2019re calling a first-to-market verification solution for podcast advertising, addressing brand safety concerns in the medium. Partnering with Barometer and ArtsAI, SXM\u2019s 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\u2019re always championing for better tools for advertisers in the area of brand safety, we don\u2019t see much new ground here.\nRead More\nHonorable Mentions\nIn 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:\n\nNielsen’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.\nPodcastOne Goes Public!\u00a0– Founded by Audio visionary\u00a0Norm Pattiz,\u00a0who passed away earlier this year, along with a long-time friend of Oxford Road\u00a0Kit 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!\n\n\n#SaveTheLiveReads\nHala\u2019s Fur Baby Loves\u00a0Nom Nom\nWe\u2019re back this week with another great aircheck to celebrate from our host Hala at the \u201cYoung and Profiting with Hala Taha\u201d\u00a0podcast. This one\u2019s for all you dog moms and dads out there wanting to feed their fur babies the best possible food. Look no further than\u00a0Nom 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1440,"title":"Media Roundtable: Industry Edition - September 13th","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/e368f7c4-6b0c-4b4e-ba7c-be459ea1744f_CopyofCopyofFacebookAudioAds28429.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-september-13th\/","date":"September 13, 2023","description":"This week, we\u2019re 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.\nWe\u2019re talkin\u2019:\n\nThe $18k White Noise Gravy Train\nThe Rise of the \u201cPodhead\u201d\nSXM\u2019s New Brand Safety Tool\n\nFor recaps of these stories and others, read on\u2013and for the whole picture plus industry insights you won\u2019t get anywhere else, catch the full episode by clicking the link here.","landing_redirection":""},{"id":4236,"title":"Why Digital Audio Deserves More Attention with Larry Rosin of Edison Research","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-digital-audio-deserves-more-attention-with-larry-rosin-of-edison-research\/","date":"September 6, 2023","description":"In this episode of the\u00a0Media Roundtable, we’re joined by a very special guest,\u00a0Larry Rosin\u00a0(President,\u00a0Edison 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.\nOxford Road founder and CEO\u00a0Dan Granger\u00a0and fellow Oxford Road luminaries\u00a0Neal Lucey,\u00a0James Ingrassia, and\u00a0Miranda Romano. Let’s dig in.\nOn-Demand Demands More Ears\u00a0 \u2013 On-Demand Listening surpassed Linear Audio in 2023. It’s a long-coming shift in the audio landscape, accelerated by the pandemic\u2013and 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.\nPodcasting Milestone\u00a0 \u2013 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.\nAI-Influencers\u00a0 \u2013 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.\n\u201cAll of Audio is underfunded.\u201d \u2013 Larry Rosin, President of Edison Research\nSo, 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?”\nDive 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.\n\nThe Classifieds\n\nAye, Aye, Aye\nAfter a five-year absence, The Osbourne Family\u00a0is 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\u00a0Jim Norton,\u00a0Sheryl Underwood, and\u00a0Carnie Wilson. The show promises to cover all their favorite topics, including cults, rock n\u2019 roll, phobias, pets, and family squabbles.\nThe 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.\u00a0 You don\u2019t need to be crazy to ride this train; you only need to click below to secure the deal.\nGet The Deal\n\nTrue Crime Podcast Gets Personal\nTrue 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\u00a0Moving Past Trauma, a podcast that helps similar listeners work through difficult emotions to move on with their lives.\nLandry 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.\nGet The Deal\n\nIn Case You Missed It\nOn-Demand is In Demand\nSummarizing the articles in this week\u2019s 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.\nRead More\nAmbition, Scrutiny, and the Road to Profitability – Spotify’s Podcast Empire\nSpotify’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.\nRead More\nAre AI Host Reads – \u201cHost Reads\u201d?\nPodcastAI\u00a0is 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\u2019t be automated, especially when trust & authenticity are foundational to podcast advertising\u2019s success.\nRead More\n\n#SaveTheLiveReads\nMichael Cohen\u2019s Drawers\nThis week,\u00a0Michael Cohen\u00a0of the \u201cMea Culpa\u201d podcast\u2019s read for\u00a0Tommy John\u00a0is topping our great aircheck charts. To start, the Oxford Road media team found a host who gives ecstatic recommendations for his advertisers.\u00a0 Michael\u2019s exuberant demeanor and raving personal testimony about wearing his \u201cTommy John\u201d 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, \u201cI felt like a million bucks\u201d, 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\u00a0Tommy John\u00a0can rest assured that this will be a long-time sponsorship!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1447,"title":"Why Digital Audio Deserves More Attention with Larry Rosin of Edison Research","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/428c5450-1231-41d1-9be2-99f6ad2bb4e1_CopyofCopyofFacebookAudioAds28229.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-digital-audio-deserves-more-attention\/","date":"September 6, 2023","description":"In this episode of the\u00a0Media Roundtable, we’re joined by a very special guest,\u00a0Larry Rosin\u00a0(President,\u00a0Edison 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.\nOxford Road founder and CEO\u00a0Dan Granger\u00a0and fellow Oxford Road luminaries\u00a0Neal Lucey,\u00a0James Ingrassia, and\u00a0Miranda Romano. Let’s dig in.\n\nOn-Demand Demands More Ears\u00a0 \u2013 On-Demand Listening surpassed Linear Audio in 2023. It’s a long-coming shift in the audio landscape, accelerated by the pandemic\u2013and 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.\nPodcasting Milestone\u00a0 \u2013 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.\nAI-Influencers\u00a0 \u2013 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.\n\n\u201cAll of Audio is underfunded.\u201d\n\u2013 Larry Rosin, President of Edison Research\nSo, 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?”\nDive 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.","landing_redirection":""},{"id":4241,"title":"Podcast Movement Cheat Sheet; \u201cBam to the B-E-E\u201d Founder Allan Jones Gives a Masterclass on Entrepreneurship; New Podcast Fills Late-Night Gap","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-movement-cheat-sheet-bam-to-the-b-e-e-founder-allan-jones-gives-a-masterclass-on-entrepreneurship-new-podcast-fills-late-night-gap\/","date":"August 30, 2023","description":"This week on the\u00a0Media Roundtable: Special Edition\u00a0we\u2019ve got a two-parter for you. First, we\u2019re recapping everything\u00a0Podcast Movement, with the \u201cRoadies\u201d who were there to discuss hot takes from this year\u2019s event.\nNext, we jump into the fireside chat with Oxford Road Founder & CEO\u00a0Dan Granger, and the always insightful\u00a0Allan Jones, visionary CEO & Founder of\u00a0Bambee.\nBack on the host microphone is our very own\u00a0Jennifer Laine, along with fellow Oxford Road luminaries\u00a0Ashlei Kramer,\u00a0Julia Palermo,\u00a0Miranda Romano, and\u00a0Steven Abraham. And of course, the world\u2019s favorite radio futurologist:\u00a0James Cridland\u00a0(Podnews, Podcast Business Journal). Let\u2019s dive in.\n\nThe Rise of YouTube (again)\u00a0 \u2013\u00a0Podcast Movement was all “a-buzz\u201d about how \u201cSimulcast\u201d (YouTube and other non-audio podcast components) is paying off for advertisers and network partners alike, since it\u2019s a true baked-in experience that reaches a different audience. Also coming, YouTube\u2019s going to ingest RSS feeds, expanding the reach for creators and keeping their tracking intact. Will YouTube be the biggest podcast channel soon?\nPodcast Radio\u00a0 \u2013\u00a0Coming to four markets in September\u2026 radio stations made entirely of podcasts. While not exactly new (NPR has been shuttling content from podcast to radio and back for years), we\u2019re curious to see how it\u2019ll translate with 20 minutes of ads per hour\nFirst 10%\/Last 10%\u00a0 \u2013\u00a0How 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\u2019s worth pursuing, and when to take a leap to close the deal. Make the middle 80% data-driven due diligence.\n\nFor industry insights you won\u2019t find anywhere else, listen to the full episode by clicking the link here.\n\nThe Classifieds\n\nNo More Monologues, Only Dialogues\nNegotiations between the WGA and studio heads continued to\u00a0heat up\u00a0this 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\u00a0Strike Force Five.\u00a0Stephen 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.\nThe show premieres today, offering both host reads and voice talent spots (including from\u00a0Bill Simmons\u00a0himself) for interested advertisers looking for a high reach offering that contributes to social good. This is a limited run series so now\u2019s the time to strike while it\u2019s hot, by clicking the link below.\nGet The Deal\n\nIt’s All For Real, I’m Telling You Just How I Feel\nWhile many podcasts cover topics on mental health, realities are still often misunderstood. This, and the sharp rise in listeners using podcasts as an\u00a0educational tool, makes Lemonada\u2019s newest venture with\u00a0Jennette McCurdy\u00a0that much more important to highlight. The actress, advocate and memoirist of the book\u00a0I\u2019m 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.\nThere will be many Q&As with her fans and a larger dialogue around issues that aren\u2019t easily fixed \u2014 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\u2019s easy to connect on this opportunity: simply click below.\nGet The Deal\n\n#SaveTheLiveReads\nEmily Likes Trees That Grow Fast\nThis week from\u00a0The Emily Show, we have a strong advertisement for our friends at\u00a0Fast Growing Trees. Emily begins with strong delivery of the provided ad copy; \u201cIt\u2019s time to make your home an oasis,\u201d immediately grabbing the attention of her audience. What homeowner wouldn\u2019t be interested in that? She then continues by raving about her personal experience with Fast Growing Trees after moving to a new climate.\nPerfectly on brand with why Fast Growing Trees was started, the host uses FGT\u2019s resources to find foliage for her new home that will not only survive but support the environment too. It\u2019s 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!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1441,"title":"Unpacking Podcast Movement & A Fireside Chat with Allan Jones","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/eee96517-cd9a-41e2-84f3-9dc49a72c719_CopyofCopyofFacebookAudioAds28129.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/unpacking-podcast-movement-a-fireside-chat-with-allan\/","date":"August 30, 2023","description":"This week on the\u00a0Media Roundtable: Special Edition\u00a0we\u2019ve got a two-parter for you. First, we\u2019re recapping everything\u00a0Podcast Movement, with the \u201cRoadies\u201d who were there to discuss hot takes from this year\u2019s event.\nNext, we jump into the fireside chat with Oxford Road Founder & CEO\u00a0Dan Granger, and the always insightful\u00a0Allan Jones, visionary CEO & Founder of\u00a0Bambee.\nBack on the host microphone is our very own\u00a0Jennifer Laine, along with fellow Oxford Road luminaries\u00a0Ashlei Kramer,\u00a0Julia Palermo,\u00a0Miranda Romano, and\u00a0Steven Abraham. And of course, the world\u2019s favorite radio futurologist:\u00a0James Cridland\u00a0(Podnews, Podcast Business Journal). Let\u2019s dive in.\n\nThe Rise of YouTube (again)\u00a0 \u2013\u00a0Podcast Movement was all “a-buzz\u201d about how \u201cSimulcast\u201d (YouTube and other non-audio podcast components) is paying off for advertisers and network partners alike, since it\u2019s a true baked-in experience that reaches a different audience. Also coming, YouTube\u2019s going to ingest RSS feeds, expanding the reach for creators and keeping their tracking intact. Will YouTube be the biggest podcast channel soon?\nPodcast Radio\u00a0 \u2013\u00a0Coming to four markets in September\u2026 radio stations made entirely of podcasts. While not exactly new (NPR has been shuttling content from podcast to radio and back for years), we\u2019re curious to see how it\u2019ll translate with 20 minutes of ads per hour\nFirst 10%\/Last 10%\u00a0 \u2013\u00a0How 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\u2019s worth pursuing, and when to take a leap to close the deal. Make the middle 80% data-driven due diligence.\n\nFor industry insights you won\u2019t find anywhere else, listen to the full episode by clicking the link here.","landing_redirection":""},{"id":4244,"title":"Glenn Beck and The Case of The Lost Podcasts; Podcast Movement Gets High; Your Mom Finally Has a Reason to Listen to Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/glenn-beck-and-the-case-of-the-lost-podcasts-podcast-movement-gets-high-your-mom-finally-has-a-reason-to-listen-to-podcasts\/","date":"August 23, 2023","description":"This week on the Media Roundtable: Industry Edition, we\u2019re talking Podcast Movement, strikes and celebs, and attribution drama.\nHosting again is Oxford Road\u2019s Jennifer Laine, along with fellow Oxford Road luminaries Kyle Jelinek, Neal Lucey, and Spencer Semonson.\nAnd joining us again, this time live from Denver, is James Cridland (Podnews, Podcast Business Journal). Let\u2019s dive in.\nPodcast Movers and Shakers\u00a0 – Podcast Movement is happening right now in Denver! A full recap of everything will be coming soon, but if you\u2019re at the conference right now, we have three notes from the experts:\n\nCatch the Oxford Road panelists; they\u2019re going to be amazing.\nSee the puppies with James.\nAs much happens off-stage as on-stage. Make some new friends, people!\n\n \nAcast + Podscribe = \u2764\ufe0f– Acast makes it official and names Podscribe as its \u201cGlobal Preferred Attribution Partner,\u201d essentially leaving Spotify\u2019s 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\u2019t a bad development for you (and most likely, not the last domino to fall). LINK TO ARTICLE\nCheck Your Email – Glenn Beck\u2019s podcast disappeared from Apple, though it seems, not because of censorship. Instead, it was a trademark dispute lacking a response.. CAOs\u2013make 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.\u00a0 LINK TO ARTICLE\nChristmas 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\nShort on time? Links to the discussed articles are shared above, but for industry insights you won\u2019t find anywhere else, listen to the full episode by clicking here.\n\nThe Classifieds\n\nMany Hands Make Light Work\u2026Usually\nTalk Radio\u00a0is alive and well, but podcasts have yet to capture the electric live energy that radio can do so well.\u00a0The Dollop\u2019s\u00a0Gareth Reynolds and\u00a0New Girl\u00a0star Jake Johnson want to be those pioneers with their newest podcast from Audioboom.\u00a0We\u2019re 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\u2019s accent, and offering advice about toddlers who mistake the gardener for Santa Claus.\nThere\u2019s definite value in the duo\u2019s humanism, empathy and amusing antics as they comedically work through the silliest of scenarios. For any advertisers already working well with\u00a0Welcome to Our Show\u00a0or any of Reynolds\u2019 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.\nGet The Deal\n\nHandsome is as Handsome Does\nNowadays, it\u2019s really not enough to have one podcast, so says comedians Tig Notaro,\u00a0Fortune Feimster, and\u00a0Mae Martin\u00a0with their newest venture,\u00a0Handsome. 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.\nTheir first episode features an absolutely gut-busting conversation, often going on personal tangents that one can\u2019t 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.\nGet The Deal\n\nThis Week in Great Podcast Reads\nZocdoc Saves the Day for Busy Moms\nThis 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\u2019s obvious this is no verbatim read ad copy.\nIt\u2019s 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\u00a0Audiolytics\u00a0Gold, and we won\u2019t think you\u2019re codependent if you add this show to your roster.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1442,"title":"Media Roundtable: Industry Edition - August 23rd","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/f20ffb9e-5435-4217-b0f1-04077713209d_OR26Squarespace.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-august-23rd\/","date":"August 23, 2023","description":"This week on the Media Roundtable: Industry Edition, we\u2019re talking Podcast Movement, strikes and celebs, and attribution drama.\nHosting again is Oxford Road\u2019s Jennifer Laine, along with fellow Oxford Road luminaries Kyle Jelinek, Neal Lucey, and Spencer Semonson.\nAnd joining us again, this time live from Denver, is James Cridland (Podnews, Podcast Business Journal). Let\u2019s dive in.\nPodcast Movers and Shakers\u00a0 – Podcast Movement is happening right now in Denver! A full recap of everything will be coming soon, but if you\u2019re at the conference right now, we have three notes from the experts:\n1. Catch the Oxford Road panelists; they\u2019re going to be amazing.\n2. See the puppies with James.\n3. As much happens off-stage as on-stage. Make some new friends, people!\nAcast + Podscribe = \u2764\ufe0f– Acast makes it official and names Podscribe as its \u201cGlobal Preferred Attribution Partner,\u201d essentially leaving Spotify\u2019s 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\u2019t a bad development for you (and most likely, not the last domino to fall). LINK TO ARTICLE\nCheck Your Email – Glenn Beck\u2019s podcast disappeared from Apple, though it seems, not because of censorship. Instead, it was a trademark dispute lacking a response.. CAOs\u2013make 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.\u00a0 LINK TO ARTICLE\nChristmas 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\nShort on time? Links to the discussed articles are shared above, but for industry insights you won\u2019t find anywhere else, listen to the full episode by clicking here.","landing_redirection":""},{"id":4249,"title":"The Chief Audio Officer\u2019s Buyer\u2019s Guide; Scam Podcasters, Patreon Feeds & Fast Growing Seeds","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-7.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-chief-audio-officers-buyers-guide-scam-podcasters-patreon-feeds-fast-growing-seeds\/","date":"August 16, 2023","description":"This week on the Media Roundtable: Special Edition, we\u2019re diving into the news and highlighting an all-star panel from our recent inaugural Chief Audio Officer Summit.\nHosting is Oxford Road\u2019s Founder and CEO Dan Granger, joined by fellow Oxford Road experts Neal Lucey, Spencer Semonson and Stew Redwine (fresh from his appearance on Podscribe\u2019s Make Better podcast). And joining us again, now from his mobile sound studio, is the ever-insightful James Cridland (Podnews, Podcast Business Journal).\n\u201cThere isn\u2019t a type of audio that doesn\u2019t 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\u2019re 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.\u201d – Kezia Koo, Senior Director of Growth Marketing at Indeed\nFake Endorsements, Real Scams \ufe0f– If they\u2019re 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.\nPatreon X Spotify – Patreon podcast feeds can now be integrated into Spotify. There\u2019s no financial play yet, but there could be in the future, and it\u2019s another step Spotify\u2019s taking to solidify and grow market share no matter what.\nListen Up \u2197\ufe0f– Podcasts are now 10% of listening time, up from 5% in 2020. Also checking in on radio, \u201cthe slowly melting ice cube.\u201d\nChief Audio Officer Summit Recap:\nFor 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\u2019 ears.\nGuided by Oxford Road President Steven Abraham, the team covers:\n\nWhen you need to have budget on hand to act fast (and how much)\nProof that audio is currently a buyer\u2019s market\nHow to work with hundreds of partners when everyone has their own way of operating\nWhy you can\u2019t cancel your way to optimization\n\nTo cure your FOMO and get an invite to the next CAO Summit, email us at info@chiefaudiofficer.com. And for insights you won\u2019t get anywhere else, check out the whole episode by clicking here.\n\nThe Classifieds\n\nEnigmatic TV Reporter Gives Us the Real Behind the Scenes\nCatt 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\u00a0Catt Sadler Now\u00a0premiered 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.\nShe 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.\nGet The Deal\n\nHollywood Actors Blast Off Sci-Fi Podcast\nWith many entertainment podcasts affected by the SAG-AFTRA strike, fiction podcasts became a\u00a0hot 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.\nTimely 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\u2019t 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.\nGet The Deal\n\nIn Case You Missed It\nAudio Ads Outperform Video – ADS OUTPERFORM VIDEO\nA first of its kind study conducted by attention research firm\u00a0Lumen\u00a0and commissioned by\u00a0Dentsu,\u00a0in 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.\nRead More\nPodcasting Captures 10% Of Listening Time\nHighlighted 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.\nRead More\nPodcasts Highlighted in Q2 Financial Results\nAs 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,\u00a0 continues to be favorable for buyers, presenting unique opportunities for advertisers.\nRead More –\u00a0Read More\n\nThis Week in Great Podcast Reads\nChicks on the Right Plant the Seed\nHosts don\u2019t 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\u00a0Fast 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.\nThe\u00a0Chicks on the Right\u00a0podcast hosts already went through the process and came out of it raving about the top-notch customer service they received from the\u00a0Fast Growing Trees\u00a0experts. There\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1449,"title":"Mastering Audio: The Chief Audio Officer Buying Guide","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/08\/2706c6bd-5878-42c5-8456-151cb4a0af3a_CopyofCopyofFacebookAudioAds28229.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mastering-audio-the-chief-audio-officer-buying-guide\/","date":"August 16, 2023","description":"This week on the Media Roundtable: Special Edition, we\u2019re diving into the news and highlighting an all-star panel from our recent inaugural Chief Audio Officer Summit.\nHosting is Oxford Road\u2019s Founder and CEO Dan Granger, joined by fellow Oxford Road experts Neal Lucey, Spencer Semonson and Stew Redwine (fresh from his appearance on Podscribe\u2019s Make Better podcast). And joining us again, now from his mobile sound studio, is the ever-insightful James Cridland (Podnews, Podcast Business Journal).\n\u201cThere isn\u2019t a type of audio that doesn\u2019t 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\u2019re 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.\u201d\n– Kezia Koo, Senior Director of Growth Marketing at Indeed\nFake Endorsements, Real Scams \ufe0f– If they\u2019re 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.\nPatreon X Spotify – Patreon podcast feeds can now be integrated into Spotify. There\u2019s no financial play yet, but there could be in the future, and it\u2019s another step Spotify\u2019s taking to solidify and grow market share no matter what.\nListen Up \u2197\ufe0f– Podcasts are now 10% of listening time, up from 5% in 2020. Also checking in on radio, \u201cthe slowly melting ice cube.\u201d\nChief Audio Officer Summit Recap:\nFor 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\u2019 ears.\nGuided by Oxford Road President Steven Abraham, the team covers:\n\nWhen you need to have budget on hand to act fast (and how much)\nProof that audio is currently a buyer\u2019s market\nHow to work with hundreds of partners when everyone has their own way of operating\nWhy you can\u2019t cancel your way to optimization\n\nTo cure your FOMO and get an invite to the next CAO Summit, email us at info@chiefaudiofficer.com. And for insights you won\u2019t get anywhere else, check out the whole episode by clicking here.","landing_redirection":""},{"id":4253,"title":"Moo+Oink = Magic! Ad Infinitum Returns with Moink Co-Founder Lucinda Cramsey to Unpack Positioning; Frogmen and Industry Plants Taking Over Podcasts?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-8.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/moooink-magic-ad-infinitum-returns-with-moink-co-founder-lucinda-cramsey-to-unpack-positioning-frogmen-and-industry-plants-taking-over-podcasts\/","date":"August 9, 2023","description":"This week, on The Influencer, we\u2019re showcasing the latest episode of Ad Infinitum. This week our host, Oxford Road\u2019s Stew Redwine (Oxford Road\u2019s 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\u2026\n\u201cI know my WHY. I’ve been knowing it my whole life.\u201d \u2013 Lucinda Cramsey, co-founder of Moink\nAd Infinitum\u2019s 3rd episode, Serious Positioning, isn\u2019t like the preceding editions. We\u2019re unpacking what makes a brand stand out from competitors and breaking down top-spending audio ads from Sofi, Ethos, Upside, and Progressive. Who\u2019s in pole position, and who\u2019s trailing the pack? And, of course, we\u2019re adding more power tools to our Chief Audio Officer\u2019s toolbelt. Tune in to hear:\n\nLions, Zebras, Elephants \u2013 A first-hand report from the Chief Audio Officer summit and why it\u2019s so important for brands to take a pause in a reactive environment.\nMildly Annoying isn\u2019t Enough \u2013 If an ad can\u2019t delight and is skewing obnoxious, is there a benefit to going full-on rage-remembering?\nRide the Why \u2013 For companies that have a strong reason to exist; you\u2019re underselling yourself if you don\u2019t make it front and center as a fight against the status quo. Lucinda shows you how it\u2019s done.\nFree Smells, Live Steam \u2013 From Jimmy John\u2019s to Mad Men to Schlitz, how do you position a brand that doesn\u2019t have a key differentiator?\n\nWhether you\u2019re 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).\n\nThe Classifieds\n\nPodcaster Bunny Hops Up the Charts\nWith the topic of the Podcast industry planting\u00a0fresh in people\u2019s minds lately, it\u2019s important to note that this host did not appear out of thin air.\u00a0Bunnie XO\u00a0is the inimitable rising star of the\u00a0Dumb Blonde\u00a0podcast, but she has long been in the zeitgeist thanks to her\u00a0YouTube\u00a0channel, modeling, and marriage to rock star\u00a0Jelly Roll. Recently acquired by Crossover Media, Bunnie has been hopping up the charts thanks to her bold, risque, and alternative image and commentary.\nIn 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.\u00a0 It won’t be dumb luck when this performs well, so click below for more information.\nGet The Deal\n\nThe Frogman Cometh\nShawn 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\u2019 rights and stories. Each week he interviews a former armed forces member to amplify their experiences in combat and empower future generations of America\u2019s protectors.\nThe Cumulus Network has recently taken on Ryan\u2019s 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.\u00a0Ryan 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, \u201cnot for self but for country\u201d, you can be self-serving and gain performance by clicking below.\nGet The Deal\n\nThis Week in Great Podcast Reads\nPhilip DeFranco Expands His Language Palette\nListening 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.\nHis ad read for the brand communicates how it\u2019s about more than language\u2014he 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\u00a0The Philip DeFranco Show\u00a0and recommend it for brands who want their message to resonate with audiences on a personal level.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1445,"title":"Ad Infinitum: Episode 3 - \"Sirius Listening\"","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/0ac73f2a-3a28-4c45-bcd3-8297ea20d6c4_CopyofCopyofFacebookAudioAds.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-episode-3-sirius-listening\/","date":"August 9, 2023","description":"This week, on The Influencer, we\u2019re showcasing the latest episode of Ad Infinitum. This week our host, Oxford Road\u2019s Stew Redwine (Oxford Road\u2019s 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\u2026\n\u201cI know my WHY. I’ve been knowing it my whole life.\u201d\n\u2013 Lucinda Cramsey, co-founder of Moink\nAd Infinitum\u2019s 3rd episode, Serious Positioning, isn\u2019t like the preceding editions. We\u2019re unpacking what makes a brand stand out from competitors and breaking down top-spending audio ads from Sofi, Ethos, Upside, and Progressive. Who\u2019s in pole position, and who\u2019s trailing the pack? And, of course, we\u2019re adding more power tools to our Chief Audio Officer\u2019s toolbelt. Tune in to hear:\n\nLions, Zebras, Elephants \u2013 A first-hand report from the Chief Audio Officer summit and why it\u2019s so important for brands to take a pause in a reactive environment.\nMildly Annoying isn\u2019t Enough \u2013 If an ad can\u2019t delight and is skewing obnoxious, is there a benefit to going full-on rage-remembering?\nRide the Why \u2013 For companies that have a strong reason to exist; you\u2019re underselling yourself if you don\u2019t make it front and center as a fight against the status quo. Lucinda shows you how it\u2019s done.\nFree Smells, Live Steam \u2013 From Jimmy John\u2019s to Mad Men to Schlitz, how do you position a brand that doesn\u2019t have a key differentiator?\n\nWhether you\u2019re 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).","landing_redirection":""},{"id":4257,"title":"Our Newest Podcast, Ad Infinitum Talks Value Prop; Goodbye Apps, Hello Super Apps; Turns Out Podcast Ads Are Special","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-9.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-newest-podcast-ad-infinitum-talks-value-prop-goodbye-apps-hello-super-apps-turns-out-podcast-ads-are-special\/","date":"August 2, 2023","description":"This week on the Media Roundtable: Industry Edition, we\u2019re talking \u201cSuper Apps,\u201d audiences vs. profit, and of course, ads that may or may not be ruining our listening experience.\nFresh from his latest episode of Ad Infinitum is our host, Oxford Road\u2019s 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).\n\u201cThe baked-in works. Crazy to say, but it works better than anything else\u2013for a reason.\u201d \u2013 Spencer Semonson, Oxford Road Media Buyer\nSounds 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\u2019re doing right to show up sonically.\nBrand Ambition – You want to make a super app; you gotta kill some birds. Twitter is now X\u2013is it the birth of a new WeChat, or is this a brand equity bonfire that no phoenix will rise from?\nAudiences \u2260 profit – Spotify grows its audience by double-digit percentages, up to 551 Million MAUs\u2013but 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.\nGet 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\u2019t going anywhere, but baked-in reads offer a unique sound that respects the audience, fits the content, and boasts better performance.\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, listen to the full episode by clicking here.\n\nThe Classifieds\n\nOn the Same Page of a Very Similar Book\nThe\u00a0Armchair Umbrella\u00a0is widening once again with the newest show from producer, co-host, and guest at our recent CAO event last month,\u00a0Monica 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\u00a0Liz Plank, a former collaborator on\u00a0Race to 35.\u00a0Each 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.\nGet The Deal\n\nThere\u2019s No Better Story Than a True Story\nThe 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\u00a0OKOP\u2019s Sam and John. The Youtubers and podcast hosts have gone fully independent and have recently been delivering amazing ads for several of our clients.\nTheir 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\u2019ve learned about this, please click the link below to test.\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s Like Putting Lipstick on a Blue Bird\nElon Musk has plans to create a \u201dsuper app\u201d in the model laid forth by companies like\u00a0WeChat\u00a0in China, which has over one billion users. \u201cSuper apps\u201d 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.\u00a0 – Caroline Giegerich”\nRead More\nWall Street Kicks Spotify Despite Massive Growth\nDespite 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.\nRead More\nRadio Killed the Podcast Star?\nAlmost four out of five people would skip a radio ad in a podcast, with two-thirds saying it was \u201cannoying.\u201d The research from Signal Hill Insights\u00a0and\u00a0Pacific Content\u00a0warns us that \u201ccreative and content must be designed for the experience,\u201d and that podcast creative can\u2019t 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\u2019s chat.\nRead More\nMay I Approach The Benchmark Report?\nInside Radio\u00a0and other sources reported that the\u00a0Magellan\u00a0AI 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.\nRead More\n\nThis Week in Great Podcast Reads\nYou Can Sip &\u00a0Discover Cool Things With Us\nThere\u2019s 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\u00a0You Can Sip With Us\u00a0know what we\u2019re talking about. Their read for\u00a0FabFitFun\u00a0hits on the same points more than once, yet it doesn\u2019t feel stale. How? Their genuine excitement for the brand. Both hosts are long-time\u00a0FabFitFun members, meaning they get access to thousands of curated lifestyle and beauty products the service offers.\nIt\u2019s 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\u2019s the reason they can go on for nearly four minutes. You can\u2019t fake that kind of enthusiasm.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nMilking the CAO\nLast 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\u2019d like to share a link with friends asking about CAO (it happens), feel free to send them to this article from\u00a0Insider Radio.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1439,"title":"Media Roundtable: Industry Edition - August 2nd","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/e9596250-15c9-40d4-bb5b-38df27dddd7b_CopyofCopyofFacebookAudioAds28129.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-august-2nd\/","date":"August 2, 2023","description":"This week on the Media Roundtable: Industry Edition, we\u2019re talking \u201cSuper Apps,\u201d audiences vs. profit, and of course, ads that may or may not be ruining our listening experience.\nFresh from his latest episode of Ad Infinitum is our host, Oxford Road\u2019s 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).\n\u201cThe baked-in works. Crazy to say, but it works better than anything else\u2013for a reason.\u201d\n\u2013 Spencer Semonson, Oxford Road Media Buyer\n\nSounds 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\u2019re doing right to show up sonically.\nBrand Ambition – You want to make a super app; you gotta kill some birds. Twitter is now X\u2013is it the birth of a new WeChat, or is this a brand equity bonfire that no phoenix will rise from?\nAudiences \u2260 profit – Spotify grows its audience by double-digit percentages, up to 551 Million MAUs\u2013but 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.\nGet 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\u2019t going anywhere, but baked-in reads offer a unique sound that respects the audience, fits the content, and boasts better performance.\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, listen to the full episode by clicking here.","landing_redirection":""},{"id":1991,"title":"Chief Audio Officer","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/d2e59a0d-b2f4-4e93-b234-fd45efc5216d_Untitleddesign12.avif","image_alt":"audio-mic","button_text":"","topics":[],"category":["whitepaper"],"termslug":"whitepaper","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cao\/","date":"July 28, 2023","description":"","landing_redirection":""},{"id":4260,"title":"Influencer Special Edition: Introducing The Chief Audio Officer - Your Move Marketing World","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/influencer-special-edition-introducing-the-chief-audio-officer-your-move-marketing-world\/","date":"July 26, 2023","description":"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.\nWe\u2019ve 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\u2019re spotlighting our new, game-changing white paper: \u201dChief Audio Officer: The Champion Every Brand Needs to Win in Audio.\u201d\u00a0\nWe 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\u2019re getting FOMO, keep reading.\nYou may have already seen news stories from PodNews and Sounds Profitable about this landmark whitepaper, but in this week\u2019s podcast, you can hear it all straight from the horse\u2019s mouth.\nHosting this week\u2019s episode is Oxford Road\u2019s Jennifer Laine, joined by fellow Oxford Road CAO boosters Dan Granger, Giles Martin, Spencer Semonson, Stew Redwine, and Steven Abraham.\n\u201c[Audio] is not the biggest channel\u2026 but the trust gives you the largest return on investment.\u201d – Dan Granger, Oxford Road CEO & Founder\nChief Audio Officer: The person responsible for the success of a brand\u2019s audio advertising program.\nThe core of this week\u2019s episode highlights what makes the Audio channel so unique and why Chief Audio Officers are so crucial to the future of this industry:\n\nOne of a Kind \u2728- 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.\nBuilding the Moat\u00a0 – The crown jewel of audio ads is personalized, trusted endorsements\u2013and they\u2019re 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.\nEmbracing Fearlessness – Audio content has the potential to break through noisy chatter, and the same goes for audio ads\u2013if you\u2019re 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\u2019ll take the right risks.\n\nIf you want to learn more about what it means to be a CAO, first listen to this week’s episode by clicking here.\nIf you want to dive in deeper, please download the full CAO whitepaper by clicking here.\u00a0\nWe\u2019ll 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.\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1448,"title":"Media Roundtable: The Rise of the Chief Audio Officer","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/da378c34-18a1-4fe0-8099-d16d6ae632ed_CopyofCopyofFacebookAudioAds.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-the-rise-of-the-chief-audio-officer\/","date":"July 26, 2023","description":"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.\nWe\u2019ve 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\u2019re spotlighting our new, game-changing white paper: \u201dChief Audio Officer: The Champion Every Brand Needs to Win in Audio.\u201d\u00a0\nWe 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\u2019re getting FOMO, keep reading.\nYou may have already seen news stories from PodNews and Sounds Profitable about this landmark whitepaper, but in this week\u2019s podcast, you can hear it all straight from the horse\u2019s mouth.\nHosting this week\u2019s episode is Oxford Road\u2019s Jennifer Laine, joined by fellow Oxford Road CAO boosters Dan Granger, Giles Martin, Spencer Semonson, Stew Redwine, and Steven Abraham.\n\u201c[Audio] is not the biggest channel\u2026 but the trust gives you the largest return on investment.\u201d\n\nDan Granger, Oxford Road CEO & Founder\n\nChief Audio Officer: The person responsible for the success of a brand\u2019s audio advertising program.\nThe core of this week\u2019s episode highlights what makes the Audio channel so unique and why Chief Audio Officers are so crucial to the future of this industry:\n\nOne of a Kind \u2728- 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.\nBuilding the Moat\u00a0 – The crown jewel of audio ads is personalized, trusted endorsements\u2013and they\u2019re 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.\nEmbracing Fearlessness – Audio content has the potential to break through noisy chatter, and the same goes for audio ads\u2013if you\u2019re 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\u2019ll take the right risks.\n\nIf you want to learn more about what it means to be a CAO, first listen to this week’s episode by clicking here.\nIf you want to dive in deeper, please download the full CAO whitepaper by clicking here.\u00a0\nWe\u2019ll 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.","landing_redirection":""},{"id":4264,"title":"The Second Civil War, Or The First Civility War? Seekr Sets Out to Prevent The Former By Launching The \u201cCivility Score\u201d","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-11.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-second-civil-war-or-the-first-civility-war-seekr-sets-out-to-prevent-the-former-by-launching-the-civility-score\/","date":"July 19, 2023","description":"This week on the Media Roundtable: Special Edition, we\u2019re spending the entire episode discussing our new partnership with Seekr to launch the first-ever Civility Score for podcasts. How does it work, who\u2019s behind it, and why will it change how you advertise on podcasts forever? Stay tuned\nHosting once again is Oxford Road\u2019s own Jennifer Laine, who\u2019s joined by fellow civility advocates Dan Granger (Founder & CEO of Oxford Road) and special guest, Pat Condo (Founder & CEO of Seekr).\nPat 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 \u201cCivility Score\u201d to help advertisers grow their audio footprint while minimizing safety concerns.\nLowering 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.\nGetting 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\u2019re sponsoring.\nAlways Current \u2728- Life comes at you pretty fast. Seekr\u2019s Civility Score shows risk trends\u2013so if a show shifts focus from civil discourse to more polarizing content with personal attacks, you\u2019ll see the trend and be able to take action if needed.\nSeriously, if you\u2019re in the podcast advertising space, you won\u2019t want to miss this groundbreaking chat. Click below to hear it all.\nTo learn more about Seekr\u2019s Civility Score or participate in the beta program, go to Seekr.com\/audio-score.\nListen Here\n\nThe Classifieds\n\nCivil Raz Calls For The End of Razzing\nCivility is the trending topic in this week\u2019s 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\u00a0is the ultimate entrepreneurial spring of knowledge. Every week a company\u2019s 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.\nGet The Deal\n\nThis is a Civil Classified\nEarnest conversations around podcasts\u2019 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.\nGet The Deal\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1400,"title":"Influence Responsibly \u2014 Introducing Seekr's Civility Score with Pat Condo","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/03a90596-942b-4375-8603-f070e59679d7_10.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-media-roundtable-special-edition1\/","date":"July 19, 2023","description":"This week on the Media Roundtable: Special Edition, we\u2019re spending the entire episode discussing our new partnership with Seekr to launch the first-ever Civility Score for podcasts. How does it work, who\u2019s behind it, and why will it change how you advertise on podcasts forever? Stay tuned \nHosting once again is Oxford Road\u2019s own Jennifer Laine, who\u2019s joined by fellow civility advocates Dan Granger (Founder & CEO of Oxford Road) and special guest, Pat Condo (Founder & CEO of Seekr).\nPat 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 \u201cCivility Score\u201d to help advertisers grow their audio footprint while minimizing safety concerns.\u00a0\n\nLowering 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.\nGetting 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\u2019re sponsoring.\nAlways Current \u2728- Life comes at you pretty fast. Seekr\u2019s Civility Score shows risk trends\u2013so if a show shifts focus from civil discourse to more polarizing content with personal attacks, you\u2019ll see the trend and be able to take action if needed.\u00a0\n\nSeriously, if you\u2019re in the podcast advertising space, you won\u2019t want to miss this groundbreaking chat. Click below to hear it all.\u00a0\nTo learn more about Seekr\u2019s Civility Score or participate in the beta program, go to Seekr.com\/audio-score.\nListen Here","landing_redirection":""},{"id":4267,"title":"The World's Only Audio Advertising Podcast, Ad Infinitum Returns With Episode 2; Oxford Road\u2019s 10th Anniversary Continues","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-12.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-worlds-only-audio-advertising-podcast-ad-infinitum-returns-with-episode-2-oxford-roads-10th-anniversary-continues\/","date":"July 12, 2023","description":"As we celebrate 10 years of Oxford Road making the ads work, we\u2019re bringing you another episode of Ad Infinitum, our show that\u2019s all about understanding how audio ads work (and how they could work harder).\nThis week, host Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes the brilliant Phil Agnew (Host of Nudge, the consumer psychology podcast with \u201can MBA’s worth of insight in every show\u201d).\nWe\u2019re talking powerful psychological nudges in top-spending audio ads. Kohl\u2019s, State Farm, Granger, and AutoZone: who\u2019s moving the needle and who\u2019s blowing their budget? And, of course, we\u2019re adding more power tools to our Chief Audio Officer\u2019s toolbelt. Tune in to hear:\n\nComing Soon, Leaving Soon After \u2013 What movie theaters can learn from Scarcity\nGetting in the Zone – How to make AutoZone\u2019s oil even better with The Labor Illusion\nThe Media Mix is the Message – Why Costly Signaling makes some ads hit different\nGood Trash People – What a man in a trash bag can teach us about the Mere Exposure Effect and AI voices\n\nWhether you\u2019re 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.\nListen Here\n\nThe Classifieds\n\nTime Flies When You\u2019re Having Fun\nComedy is a cluttered landscape in the world of podcasting, so it takes two original hosts to create something all its own. Comedians Rick Glassman\u00a0and\u00a0Esther Povitsky\u00a0have 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\u2019re now melding their own individual brands of goofiness to bring us something new.\nIn 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.\nGet The Deal\n\nThe Skeletons Are Now Leaving Their Closets\nThe Jeffersonian is opening its doors once more for lovers of the procedural crime drama Bones. Show leads Emily Deschanel\u00a0and\u00a0Carla 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.\nThe 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\u2019re making no bones about it; you should click the link below for more details.\nGet The Deal\n\nIn Case You Missed It\nI Want My MTV\u2013I Mean, Spotify?\nSpotify 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\u2013which happens to dwarf spending on audio ads.\nRead More\nPodcasting Can Buy a Beer\u2026 Almost\nJust 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.\nRead More\nFTC Endorser Guidelines\nThe 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.\nRead More\n\nThis Week in Great Podcast Reads\nJake Triplett\u2019s Correct Opinions on Indeed\u00a0\nOne thing you\u2019ll never experience listening to Correct Opinions with Trey Kennedy and Jake Triplett\u00a0is a dull ad read. You name the brand, and they\u2019ll find a way to make it not only fun but memorable. Unless you\u2019re actively looking to hire employees, hearing about a hiring platform, even from a brand holding as much weight as\u00a0Indeed, might not stick.\nThat\u2019s why Jake Triplett recommending his co-host use\u00a0Indeed\u2019s Instant Match, if he were ever to replace him, keeps us listening to their ad read all the way to the end.\u00a0 While he makes the claim in jest, we appreciate the creativity he uses to demonstrate the hiring platform\u2019s value. This ability to not take themselves too seriously is what gives the\u00a0Correct Opinions\u00a0the upper hand. Without it, they wouldn\u2019t be able to keep their reads fresh and lively, and at the end of the day, that\u2019s the way to a listener\u2019s ear.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1397,"title":"Ad Infinitum Episode 2: \"Audio Nudges\" with Phill Agnew","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/d918a2ae-be28-44ef-94c6-4d5273a85283_9.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-episode-2-audio-nudges-with-phill-agnew\/","date":"July 10, 2023","description":"As we celebrate 10 years of Oxford Road making the ads work, we\u2019re bringing you another episode of Ad Infinitum, our show that\u2019s all about understanding how audio ads work (and how they could work harder).\n\nThis week, host Stew Redwine (Oxford Road\u2019s VP of Creative Services) welcomes the brilliant Phil Agnew (Host of Nudge, the consumer psychology podcast with \u201can MBA’s worth of insight in every show\u201d).\n\nWe\u2019re talking powerful psychological nudges in top-spending audio ads. Kohl\u2019s, State Farm, Granger, and AutoZone: who\u2019s moving the needle and who\u2019s blowing their budget? And, of course, we\u2019re adding more power tools to our Chief Audio Officer\u2019s toolbelt. Tune in to hear:\n\n\nComing Soon, Leaving Soon After \u2013 What movie theaters can learn from Scarcity\nGetting in the Zone – How to make AutoZone\u2019s oil even better with The Labor Illusion\u00a0\nThe Media Mix is the Message – Why Costly Signaling makes some ads hit different\nGood Trash People – What a man in a trash bag can teach us about the Mere Exposure Effect and AI voices\n\nWhether you\u2019re 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.\nListen Here","landing_redirection":""},{"id":1394,"title":"10-Years in the Audio Arena: Original OXFORd Team Looks Back","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0d9ecbfa-7c30-478b-98bd-78fdff7029f3_8.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-media-roundtable-special-edition\/","date":"July 6, 2023","description":"This week on the Media Roundtable: Special Edition, the agents of influence celebrate a staggering milestone: Oxford Road\u2019s 10th anniversary.\nKicking off the festivities is Oxford Road\u2019s 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 \u201coh-my-god-I-can\u2019t-believe-we-did-that\u201d stories with the crew that\u2019s seen it all.\n\nWe didn\u2019t raise any money. We didn\u2019t ask for help. We just truly built this out of our trunk.\u201d – Dan Granger\n\n\nFirst 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.\nOne 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\u2019ve come\u2013for better and for worse.\n\u201cNext time, on Serial\u201d – In the Podcast world, it\u2019s 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?\nHumble 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.\u00a0\nWhat Really Matters \u2728– The team reflects on what they\u2019re most proud of and what makes it all worthwhile. From homemade lasagna dinners that treat clients like family to creating the Koala Corps\u2013when you show up and show you care, day after day for a decade, amazing things happen.\n\nTo grab a seat on Oxford Road\u2019s rocketship and hear the stories you won\u2019t get anywhere else, listen to the full episode by clicking the link below.\u00a0\nListen Here","landing_redirection":""},{"id":4271,"title":"The Special Oxford Road 10th Anniversary Edition!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-13.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-special-oxford-road-10th-anniversary-edition\/","date":"July 5, 2023","description":"This week on the Media Roundtable: Special Edition, the agents of influence celebrate a staggering milestone: Oxford Road\u2019s 10th anniversary.\nKicking off the festivities is Oxford Road\u2019s 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 \u201coh-my-god-I-can\u2019t-believe-we-did-that\u201d stories with the crew that\u2019s seen it all.\nWe didn\u2019t raise any money. We didn\u2019t ask for help. We just truly built this out of our trunk.\u201d – Dan Granger\nFirst 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.\nOne 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\u2019ve come\u2013for better and for worse.\n\u201cNext time, on Serial\u201d – In the Podcast world, it\u2019s 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?\nHumble 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.\nWhat Really Matters \u2728– The team reflects on what they\u2019re most proud of and what makes it all worthwhile. From homemade lasagna dinners that treat clients like family to creating the Koala Corps\u2013when you show up and show you care, day after day for a decade, amazing things happen.\nTo grab a seat on Oxford Road\u2019s rocketship and hear the stories you won\u2019t get anywhere else, listen to the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nTake a Seat at the Table\nThis week marks the 112th episode of our podcast, Media Roundtable\u00a0(we couldn\u2019t believe it either. For newer readers to\u00a0The Influencer\u00a0or those not up to speed on the podcast\u2019s history, we encourage you to dive deeper into our back catalog – because it\u2019s changed. With early interviews from industry play-makers like\u00a0Norm Pattiz\u00a0to podcast hosts like\u00a0Adam Carolla\u00a0to our entire\u00a0second 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\u2019d like to give a special thanks to our partners at PodcastOne, who have dependably edited and hosted the show since the beginning.\nListen Here\n\nIn Case You Missed It\nWe Came for the Revolution\nOxford 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.\nRead More\n\nThis Week in Great Podcast Reads\nBilly Boy Goes Out of Pocket (NSFW)\nOur 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\u2019s Monday Morning Podcast\u00a0was a staple because it worked (it still does), but his approach to his ad reads always had our stomachs tied in knots. Like\u00a0Ron Burgundy, Bill would read everything our copywriters would put on the page, including prompts and notes (see his take on when we launched the\u00a0Ring Video Doorbell).\nEventually, we learned how to navigate through this, but Mr. Burr\u2019s ad-libbing really had our team on the edge of our seats. Case in point, his take on the\u00a0Nature Box\u00a0spot 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,\u00a0yet 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\u00a0AdFontes\u00a0and\u00a0Barometer\u00a0so future advertisers could avoid such an instance (if they want to).\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1446,"title":"2023\u2019s Home Strech; The Smartless Network Grows; The Audio Insurgent Rains on Podcast\u2019s Parade; Nielsen Weighs in on All Things Audio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/866476e3-3f28-40f9-a5ba-8d95a3cf9e63_Motivational+Podcast+Cover-scaled.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/2023s-home-strech-the-smartless-network-grows\/","date":"June 26, 2023","description":"Broadcast week #27, and just like that, we enter the second half of the year!\u00a0\nSadly, there is no podcast this week, but the Media Roundtable team returns next week for a special anniversary edition, so stay tuned.\u00a0\nThis 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!\nCheck it all out below.\n\nThe Classifieds\n\nGroundbreaking Sitcom Gets the Podcast Treatment\nFresh 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\u2019s 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.\n\nBroadway Star Gets the Queen Treatment\nBeloved 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, \u201cwater off a duck\u2019s back,\u201d and you\u2019ll easily find the link below.\n\nIn Case You Missed It\n\nPodcast Forecast: Sunny with a Chance\nPodcasting 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.\nRead More\n\nSo Long Stitcher\nThis week, the Lilo & Stitch celebration, 626 Day, happened (apparently, that\u2019s 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.\u00a0\nRead More\n\nNielsen Reports on All Things Audio\nWhen 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.\nRead More\n\nThis Week in Great Podcasts\n\nJade+X.D\u2019s Payday Hack\nThis 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\u2019s 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\u2019s what the Jade+X.D. podcast does so well\u2013strike that perfect balance between being no-nonsense with the facts while keeping the ad fun for listeners.\nListen Here","landing_redirection":""},{"id":4274,"title":"Podnews\u2019 James Cridland Returns to The Media Roundtable; Campaign Performance Measurement Debated and Solved; Spotify Shakes Things Up","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podnews-james-cridland-returns-to-the-media-roundtable-campaign-performance-measurement-debated-and-solved-spotify-shakes-things-up\/","date":"June 21, 2023","description":"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\u2013let\u2019s dive in.\nThe new show format continues this week with Oxford Road\u2019s Dan Granger and James Cridland (Podnews, Podcast Business Journal) breaking down the biggest news in the media world alongside Ricardo Martinez and Charisse Miller.\nFor the second half of the episode, we transition to Jennifer Laine, who attempts to wrangle a panel of Oxford \u201cRoadies,\u201d including Dan Granger, Kyle Jelinek, Giles Martin, Ricardo Martinez, and Charise Miller, to answer the age-old question; \u201chow do we track success?\u201d\nOn everyone\u2019s mind:\n\nMegan\u2019s Out, Trevor\u2019s In – After 12 episodes and a $20M upfront payment, Megan Markle\u2019s 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.\n\u201cNice Blue Shirt\u201d -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\u2013like a synth host voice commenting on our clothing from our purchase history. Creepy, cool, or just the next mail merge? All of the above.\nThere\u2019s 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?\nROAS 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.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t 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.\nListen Here\n\nThe Classifieds\n\nGen Z Network Debuts Terrified Tik Toker\nBrat TV\u00a0is 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.\u00a0Gay and Afraid\u00a0is hosted by\u00a0Eric Sede\u00f1o, 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\u2019ll love learning more about your favorite creators for the first time.\u00a0Brat TV\u00a0has been a great overall performer for our DTC female skew clients targeting a younger demographic. Don\u2019t be afraid to click the link below for more details.\nGet The Deal\n\nYou Should SURely Sponsor This Show\nWe\u2019re still seeing the Vanderpump Rules\u00a0cast, old and new, climbing the podcast charts one by one. With the explosive\u00a0Scandavol\u00a0still in progress and Randall\u2019s misdeeds outlined in a\u00a0new special, everyone wants the skinny straight from the horse\u2019s mouth.\u00a0Kristen Doute\u00a0was a cast member on the show from 2013 through 2020 and even dated Tom Sandoval while starring on the show. Now she\u2019s 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\u2019t be a hashtag, girl, be a person by clicking the link below.\nGet The Deal\n\nIn Case You Missed It\nSpotify, Spotify, Spotify\nThe 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.\nNext, 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.\nBut the biggest news coming out of the Shopify camp wasn\u2019t discussed on our podcast. This week, we all learned that Podsights is \u201cShopify Audio Analytics.\u201d We all know it was a matter of time, but the bigger surprise is the cost. Shopify hired\u00a0Larry Miller\u00a0for their pricing strategy because now it\u2019s 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\u2019s tracking, or will it become the standard?\nRead More\nCheck Out My Profile\nPew 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:\n\nTrue Crime is the most common topic\n15% focus on news\nAlmost a third have paid subscriptions\nJust 8% of top-ranking podcasts are exclusive to one platform\n\nCheck out the full report using the link below or the podcast for the hot takes.\nRead More\nAye Aye AI\nThe robots are taking over.\u00a0A Million Ads (AMA)\u00a0has 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\u2019s one thing to play around with a general VO artist\u2019s voice in an ad, but what about celebrities and show hosts? It\u2019s about to get weird.\nRead More\n\nThis Week in Great Podcast Reads\nLove Murder, Love Shopify\nThere\u2019s 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\u2019s target audience. Jessie Pray and Andie Cassette, hosts of the true-crime podcast Love Murder, dive deep into the e-commerce platform\u00a0Shopify 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.\nIn 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\u2019re looking for a podcast that can demonstrate that emotional connection with a brand,\u00a0Love Murder\u00a0is the way to go.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1395,"title":"Special Edition: Battle of the KPIs: ROAS vs. CPA","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3ead741c-193c-4877-8149-9934498ff822_7.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/special-edition-battle-of-the-kpis-roas-vs-cpa\/","date":"June 20, 2023","description":"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\u2013let\u2019s dive in.\nThe new show format continues this week with Oxford Road\u2019s Dan Granger and James Cridland (Podnews, Podcast Business Journal) breaking down the biggest news in the media world alongside Ricardo Martinez and Charisse Miller.\u00a0\nFor the second half of the episode, we transition to Jennifer Laine, who attempts to wrangle a panel of Oxford \u201cRoadies,\u201d including Dan Granger, Kyle Jelinek, Giles Martin, Ricardo Martinez, and Charise Miller, to answer the age-old question; \u201chow do we track success?\u201d\nOn everyone\u2019s mind:\n\nMegan\u2019s Out, Trevor\u2019s In – After 12 episodes and a $20M upfront payment, Megan Markle\u2019s 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.\n\u201cNice Blue Shirt\u201d -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\u2013like a synth host voice commenting on our clothing from our purchase history. Creepy, cool, or just the next mail merge? All of the above.\nThere\u2019s 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?\nROAS 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.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t 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.\nListen Here","landing_redirection":""},{"id":4278,"title":"Podcast Business Journal and Podnews Throw Gasoline on the Roundtable Fire; The Dumb Gay Podcast You Must Consider; Dog Food Never Sounded So Good","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-15.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-business-journal-and-podnews-throw-gasoline-on-the-roundtable-fire-the-dumb-gay-podcast-you-must-consider-dog-food-never-sounded-so-good\/","date":"June 14, 2023","description":"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\u2019s jump in.\nLeading the charge again is Oxford Road\u2019s very own Dan Granger on the host microphone, with fellow Oxford Road experts Stew Redwine, Miranda Romano, and James Ingrassia. And we\u2019re welcoming back fan favorite James Cridland (editor of the Podcast Business Journal and Podnews).\nOn everyone\u2019s mind:\n\nTop Heavy, Long Tail \ufe0f– The top 10 shows reach 35% of all podcast listeners, according to Edison Research. That goes to 60% with the top 100 shows.\u00a0 As an advertiser, when do you focus on the big buy, and when do you look to the long tail? We\u2019re talking niches, tests, and moats.\nGov\u2019t Saved the Radio Star? \u200d – On the heels of EV makers saying new cars won\u2019t have AM radio, broadcasters want the government to pump the brakes, citing emergency broadcast needs. The bigger issue: outside of emergency broadcasts, there\u2019s not a lot most listeners find compelling on AM radio.\nIf 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\u2019t mean they perform alike.\nWe\u2019re No Longer Exclusive – Spotify reverses course on exclusivity for Dax Shepard\u2019s Armchair Expert. It makes sense\u2013tough to grow reach and ad revenue from behind a gate. Who wins in the tug-of-war between advertisers, fans, creators, and publishers?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nLeft-Wing, Right-Wing, Ain\u2019t Nothing But a Chicken Wing\nIf 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.\u00a0 They have been successful with this approach for some time,\u00a0 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.\nGet The Deal\n\nFictional Stories for a Real Deal\nFiction podcasts have long been the bridge between old-time radio and the podcasting landscape of today. Realm\u00a0podcast network has been a high performer in that arena since its inception. They\u2019re currently offering a run-of-network package for their shows\u2019 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\u00a0Echo Park,\u00a0Spark Hunter,\u00a0Marigold Beach,\u00a0Power Trip, and many more. Recent acquisitions have included\u00a0Lipstick and Vinyl, a female-focused network with many diverse creators. Find the best deals within your domain by clicking below.\nGet The Deal\n\nIn Case You Missed It\nDon\u2019t Say Goodbye to AM Just Yet\nThe 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.\nRead More\nDax\u2019s Armchair Goes Beyond The Walled Garden\nSpotify’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.\nRead More\nAlzheimer’s Breakthrough – Jingles\nVMLY&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.\nThis 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.\nRead More\nOxford Road Debuts New Podcast\nWe mentioned it at length last week, but fan favorite and Oxford Road VP of Creative Services Stew Redwine\u00a0has 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\u2019s first guest is Dallas Taylor (last heard on a killer\u00a0Media Roundtable\u00a0episode). Dallas is the Creative Director of\u00a0Defacto Sound,\u00a0the sonic source for the world\u2019s most thoughtful brands, and host\/creator of the award-winning podcast,\u00a0Twenty Thousand Hertz.\nRead More\n\nThis Week in Great Podcast Reads\nFocused on Fresh, Healthy Dog Food\nAs distracting technology becomes increasingly present, a voice like David Sparks is refreshing. His podcast Focused\u00a0is all about staying productive in a world full of distractions, so it\u2019s no wonder why he\u2019s got a dedicated following that\u2019s likely to grow. One thing that\u2019s no longer a distraction for David is his dog\u2019s food, as we hear in his recent ad read for\u00a0Nom Nom, board-certified real food for dogs that\u2019s fresh.\nWhile you might think getting a testimonial from his dog would be hard, he manages to get the most honest feedback you could hope for\u2014his dog licking the bowl clean where she might have smelled other food and walked away. There\u2019s nothing like a host on his noble mission to deliver genuine feedback and further help a brand\u2019s credibility.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1399,"title":"Media Roundtable: Industry Edition - June 14th","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/88685145-a9ea-4d7e-9d0e-1f0a83dcd4a0_6.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-media-roundtable-industry-edition1\/","date":"June 14, 2023","description":"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\u2019s jump in.\nLeading the charge again is Oxford Road\u2019s very own Dan Granger on the host microphone, with fellow Oxford Road experts Stew Redwine, Miranda Romano, and James Ingrassia. And we\u2019re welcoming back fan favorite James Cridland (editor of the Podcast Business Journal and Podnews).\u00a0\nOn everyone\u2019s mind:\n\nTop Heavy, Long Tail \ufe0f– The top 10 shows reach 35% of all podcast listeners, according to Edison Research. That goes to 60% with the top 100 shows.\u00a0 As an advertiser, when do you focus on the big buy, and when do you look to the long tail? We\u2019re talking niches, tests, and moats.\nGov\u2019t Saved the Radio Star? \u200d – On the heels of EV makers saying new cars won\u2019t have AM radio, broadcasters want the government to pump the brakes, citing emergency broadcast needs. The bigger issue: outside of emergency broadcasts, there\u2019s not a lot most listeners find compelling on AM radio.\nIf 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\u2019t mean they perform alike.\nWe\u2019re No Longer Exclusive – Spotify reverses course on exclusivity for Dax Shepard\u2019s Armchair Expert. It makes sense\u2013tough to grow reach and ad revenue from behind a gate. Who wins in the tug-of-war between advertisers, fans, creators, and publishers?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":4282,"title":"Introducing Ad Infinitum, The First Podcast 100% Focused on Audio Ads; GenZ\u2019s Hard to Reach But Not On Podcast; Are Audiobooks Audio\u2019s Next Big Thing?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-16.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/introducing-ad-infinitum-the-first-podcast-100-focused-on-audio-ads-genzs-hard-to-reach-but-not-on-podcast-are-audiobooks-audios-next-big-thing\/","date":"June 7, 2023","description":"Rather than dropping a typical Media Roundtable podcast this week, we\u2019re 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.\nThe show\u2019s 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\u2019s most thoughtful brands, and host\/creator of the award-winning podcast, Twenty Thousand Hertz.\nThe first season will focus on individual Audiolytics\u2122 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\u2122 Key Component #1, “Setup: Why Should I Listen?”. Tune in to hear:\n\nThe Home Depot vs. Lowe\u2019s Audio Showdown\nDallas is taking a stand on behalf of humanity against AI voices\nSome spicy ad takes, takedowns, and breakdowns\nInterpreting top audio spenders with Audiolytics\u2122\n\nWe\u2019ve 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).\nListen Here\n\nThe Classifieds\n\nGet Ready to LOL at the TL;DR\nSummer is here, and with it comes the beginning of Pride month here in The Influencers\u2019\u00a0classifieds section. This week\u2019s LGBTQIA+ podcast comes from\u00a0Lipstick & Vinyl.\u00a0It is hosted by YouTuber vlogger Rachel Ballinger ( the sister of fellow podcast host\u00a0Colleen Ballinger,\u00a0of 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.\nGet The Deal\n\nFriendly Southerners Put the Good in Feel Good\nMost 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\u2019ve Had It. Freshly debuted with\u00a0PodcastOne, these two rough-and-tumble Gen Xers speak their mind, go off the cuff, and give cogent opinions on our unsaid thoughts every day.\nThough very new, it\u2019s already a top entry on Apple Podcasts and Spotify and is performing above goal for several female skew clients. If you, too, have \u201chad it\u201d, please click the link below for more information.\nGet The Deal\n\nIn Case You Missed It\nGenZ Deadass Loves Podcast\nSounds 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.\nRead More\nThe 2023 Podcast Download\nCumulus Media\u00a0and\u00a0Signal Insights\u00a0released 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:\n\nPodcast ads deliver to the harder-to-reach viewers of ad-free video\nAdvertiser\u2019s use of podcasts has risen from 15% to 61% in the past seven years\nWatchable podcasts are growing in popularity and are being driven by new, younger listeners.\n\nPodcast 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\u2019s 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.\nRead More\nAudiobooks – A Sleeping Giant?\nBy way of\u00a0Sounds Profitable\u00a0and highlighted recently in\u00a0Hot Pod, the\u00a0Audio Publishers Association\u00a0released two new surveys about audiobooks and those who consume them. One of the more notable discoveries was that audiobook consumers skew young\u2013Gen 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\u00a0here. We will keep an ear on this one for you.\nRead More\n\nThis Week in Great Podcast Reads\nUnashamed of Their Underwear\u00a0\nNot all of us are comfortable talking about our underwear choices, least of all with our dad on one of the biggest podcasts on\u00a0Blaze Media\u2019s roster. That\u2019s why there\u2019s 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\u00a0Tommy John underwear\u00a0the way they did on the\u00a0Unashamed with Phil & Jase Robertson podcast. It\u2019s about as amusing as you\u2019d hope with an account of Phil\u2019s upgrade to the 21st century with his cutting-edge\u00a0Tommy John underwear while feeling authentic at the same time.\nWith 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\u2019s when you\u2019re gonna be glad you picked them.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1396,"title":"Ad Infinitum Episode 1: Starting Right with Dallas Taylor","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e3265002-58cf-4f80-ac8f-cb5889481335_11.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-infinitum-episode-1-starting-right-with-dallas\/","date":"June 7, 2023","description":"Rather than dropping a typical Media Roundtable podcast this week, we\u2019re 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.\u00a0\n\nThe show\u2019s 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\u2019s most thoughtful brands, and host\/creator of the award-winning podcast, Twenty Thousand Hertz.\n\nThe first season will focus on individual Audiolytics\u2122 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\u2122 Key Component #1, “Setup: Why Should I Listen?”. Tune in to hear:\n\n\nThe Home Depot vs. Lowe\u2019s Audio Showdown \nDallas is taking a stand on behalf of humanity against AI voices \nSome spicy ad takes, takedowns, and breakdowns \nInterpreting top audio spenders with Audiolytics\u2122 \n\nWe\u2019ve 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).\nListen Here","landing_redirection":""},{"id":4286,"title":"Podnews\u2019 Editor James Cridland Launches New MRT Segment; Oxford Road\u2019s International Task Force Talks About Expanding Your Audio Ad Efforts Over Seas","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-17.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podnews-editor-james-cridland-launches-new-mrt-segment-oxford-roads-international-task-force-talks-about-expanding-your-audio-ad-efforts-over-seas\/","date":"May 31, 2023","description":"Summer is unofficially here, meaning backyard get-togethers, hiking adventures, and summer road trips\u2013all adding up to more time chatting with friends and family.\u00a0 We have great news. Listening to this week\u2019s episode will ensure you\u2019re informed and ready to conquer any awkward silence with the most important topics facing marketers today.\nThis week we have a special 2-part edition of Media Roundtable. We kick things off with an entirely new segment we\u2019re creatively calling Industry News with Podcast Business Journal featuring James Cridland, Editor of Podnews and Podcast Business Journal.\u00a0\nWith Oxford Road\u2019s 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\u2019s biggest topics.\n\nYouTube\u2019s Podcast Plans \u25b6\ufe0f – We got hold of YouTube’s RSS ingest trial details for podcasting, which doesn’t leave a lot of space for podcast ads.\nAttack 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.\nEdison 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?\nIt’s All About The Benjamins – Acast released ROI data in the US for podcast advertising, and the results are seemingly wonderful.\nPodcasts 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%).\n\nAs if this weren\u2019t 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.\nListen Here\n\nThe Classifieds\n\nLimited Series Grants Unlimited Potential\nHosts Esther Yoon-Ji and Susie An are working to change the perception of Asian women in popular culture with their WBEZ Chicago limited series\u00a0Shoes Off: A Sexy Asians Podcast.\u00a0Each 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?\nThese candid, nuanced, and heartfelt conversations bring long-buried issues to the forefront while providing a loving look into these celebrities\u2019 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.\nGet The Deal\n\nCultural Appreciation Gets Dumb\nJune is upon us, but we\u2019re 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,\u00a0Fun with Dumb\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Going Down the Tubes?\nPodnews obtained a document with full details of a YouTube \u201cRSS Ingestion\u201d 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, \u201cregular ads are not allowed to be uploaded to YouTube. [They] request feeds to be ad-free.\u201d Sounds like a big win for YouTube and perhaps some content creators, but ultimately, not great for podcast hosting companies and some networks.\nRead More\nWhat\u2019s a Clone’s Favorite Letter?\nThe answer is \u201cW.\u201d It took us a second too. Our panel discusses how\u00a0Ringer founder Bill Simmons\u00a0\u201cleaked\u201d that Spotify is reportedly developing AI clones trained on its hosts’ voices to create targeted ads. Theoretically, this tech could lead to \u201chost endorsements\u201d 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.\nRead More\nEdison Sheds Light On UK\nIt\u2019s almost embarrassing that there hasn\u2019t been a true ranker for the UK podcast space. that\u2019s all changed now that\u00a0The Edison Podcast Metrics\u00a0survey 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\u00a0The 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\u2019s episode.\nRead More\nSomebody Finally Measured Podcast ROI\nOxford 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\u2019s conclusions were brought into question. The largest claim that didn\u2019t sit right was where the data suggests \u201cmarketers who invest in podcast audiences\u2019 interests and behaviors\u201d 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\u2019s specialty, the findings seem on-brand.\nRead More\nPodcast Up Down Under\nLast 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.\nRead More\n\nThis Week in Great Podcast Reads\nAn Apple(Insider) A Day\u2026\nStephen Robles has a way with words when it comes to Apple products, but to assume his skills as the host of the\u00a0AppleInsider Podcast\u00a0end\u00a0there 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\u00a0is his true skill. His recent ad read for\u00a0Zocdoc\u00a0could 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.\nHe demonstrates the healthcare app\u2019s 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\u2019t 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\u00a0AppleInsider\u00a0read a five-star rating as far as we\u2019re concerned.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nReturn of the Attack of the Clones\nFor readers who also listened to this week\u2019s Podcast, you\u2019ve already heard\u00a0 Oxford Road Founder and CEO Dan Granger\u2019s 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.\nRead Dan’s Post Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1398,"title":"The Double Panel Episode with OXFORd's International Task Force","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/9f20b523-23ea-4685-98d4-8bdb49253046_5.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-double-panel-episode-with-oxfords-international\/","date":"May 31, 2023","description":"Summer is unofficially here, meaning backyard get-togethers, hiking adventures, and summer road trips\u2013all adding up to more time chatting with friends and family.\u00a0 We have great news. Listening to this week\u2019s episode will ensure you\u2019re informed and ready to conquer any awkward silence with the most important topics facing marketers today.\n\nThis week we have a special 2-part edition of Media Roundtable. We kick things off with an entirely new segment we\u2019re creatively calling Industry News with Podcast Business Journal featuring James Cridland, Editor of Podnews and Podcast Business Journal.\u00a0\n\nWith Oxford Road\u2019s 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\u2019s biggest topics.\n\n\nYouTube\u2019s Podcast Plans \u25b6\ufe0f – We got hold of YouTube’s RSS ingest trial details for podcasting, which doesn’t leave a lot of space for podcast ads.\u00a0\n\nAttack 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.\u00a0\n\nEdison 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?\u00a0\n\nIt’s All About The Benjamins – Acast released ROI data in the US for podcast advertising, and the results are seemingly wonderful.\u00a0\n\nPodcasts 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%).\n\nAs if this weren\u2019t 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.\u00a0\n\nListen Here","landing_redirection":""},{"id":1444,"title":"How Audio is Dealing with A.I. Tech; The Writer\u2019s Strike Affects You; AAPI-Focused Podcasts You Should Consider; Pod Host Makes a Millionaire Match","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e0aa2616-2364-4a79-a833-b29c5396f5dc_Motivational+Podcast+Cover-scaled.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-audio-is-dealing-with-a-i-tech-the-writers-strike\/","date":"May 24, 2023","description":"Spring is out, and Summer is coming at you faster than time Jimmy went head-first down the nearly vertical slide at Raging Waters.\nThis week\u2019s edition is a podcastless version of The Influencer, but that doesn\u2019t mean we won\u2019t share the media info you need to know. Keep reading to learn more about:\n\nOur penultimate group of AAPI podcasts you should consider sponsoring.\nThe media news stories you may have missed, like how AI is changing the endorsement landscape and how the writer\u2019s strike will affect your marketing efforts.\nAn 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.\n\nThat\u2019s all we\u2019ve 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!\nThe Classifieds\nCandid Comedians Create Chuckles\nOur 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.\nWomen\u2019s Internet Protector Becomes Podcast Maven\nGrowing a thick skin can be challenging to do in today\u2019s 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\u2019s show has gained immense popularity with TikTok-focused Gen Z listeners. Drew\u2019s 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\u2019re looking for a sassy comedic society-and-culture offering, The Comment Section should be at the top of your list.\nIn Case You Missed It\nWhy You Need to Care About the Writer\u2019s Strike\nYou wouldn\u2019t 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\u2019s 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.\nRead More\nAudio A.I. Part One\nA.I. technology is changing everything, and this week, we have two examples of how one of audio\u2019s 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\u2019re limiting the use of A.I. on that front, Spotify is embracing it elsewhere\u2026\nRead More\nShe\u2019s a Woman (Audio A.I. Part Two)\nOn 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. \u00a0This 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.\nAdvancements 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.\nRead More\nWe Have Some Work to Do \nDespite 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.\nRegular 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.\nRead More\nThis Week in Great Podcasts\nThe Hiring Tool Behind the Velvet Rope\nNothing inspires an audience quite like a good redemption story, and when you get one from a host as honest as David Yontef, it\u2019s 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\u2019s 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\u2019s most recognized names. If you\u2019d 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.\nListen Here","landing_redirection":""},{"id":4290,"title":"Media Roundtable\u2019s 2023 IAB Upfronts Recap with Director of Digital Audio & Video for the IAB, Matt Shapo","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-18.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtables-2023-iab-upfronts-recap-with-director-of-digital-audio-video-for-the-iab-matt-shapo\/","date":"May 17, 2023","description":"Welcome to the Media Roundtable, Industry Edition! In this episode, we’re recapping the\u00a0IAB Podcast Upfronts\u00a0conference highlights.\nOur fearless host is once again Oxford Road\u2019s very own\u00a0Jennifer Laine, along with fellow Oxford Roadies and Upfront Attendees\u00a0Steven Abraham,\u00a0\u00a0Spencer Semonson,\u00a0Kristen Duenas, and special guest, Director of Digital Audio & Video for the IAB,\u00a0Matt Shapo, taking a well-deserved victory lap from the event.\nMissed the Upfronts? We\u2019re giving you a front-row seat to trends and your new favorite show so you can like it before it\u2019s cool (Spoiler Alert: It\u2019s probably NPR\u2019s Body Electric).\nNiche is the New Cool\u00a0– 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.\nCross-Channel Power Play\u00a0– 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.\nWe\u2019re 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\u2019s upfronts could look like for the fastest-growing channel in digital media. To hear the full episode, click the link below.\nListen Here on Spotify\nListen Here on Youtube\n\nThe Classifieds\n\nFreestyle Rapper Finds Footing in Podcasting\nMay 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\u00a0Wild ‘N Out\u00a0cast 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\u2019s a comfortable, easy conversation that makes you feel like you\u2019re 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.\nGet The Deal\n\nBring Back My Girls!\nThe RuPaul empire continues to expand with the crowning of\u00a0Sasha Colby\u00a0and the new season of\u00a0All Stars 8. Fans are yet again looking for trusted voices to add their commentary to the mix. Repeat judges\u00a0Alec Mapa\u00a0and\u00a0TS Madison\u00a0will 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\u2019 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.\nGet The Deal\n\nThis Week in Great Podcast Reads\nSeal Alligns with Moink Mission\nFew people can begin a sentence with \u201cthe time I killed Osama Bin Laden.\u201d 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\u00a0The Operator with Rob O\u2019Neill\u00a0and his recent read for our advertiser\u00a0Moink.\nThe 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\u00a0Moink\u2019s meat is of the highest quality in the world and supports Moink\u2019s mission to fight for the family farm. If you need to find hosts that believe in your company\u2019s mission at this level, Rob is the poster child of what that looks like.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1401,"title":"MRT\u2019s 2023 IAB Upfronts Recap with Director of Digital Audio & Video for the IAB, Matt Shapo","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/1a9f517a-b5e7-439d-8731-9794dcd0b42a_CopyofCopyofFacebookAudioAds28529.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/listen-here-on-youtube\/","date":"May 17, 2023","description":"Welcome to the Media Roundtable, Industry Edition! In this episode, we’re recapping the\u00a0IAB Podcast Upfronts\u00a0conference highlights.\nOur fearless host is once again Oxford Road\u2019s very own\u00a0Jennifer Laine, along with fellow Oxford Roadies and Upfront Attendees\u00a0Steven Abraham,\u00a0\u00a0Spencer Semonson,\u00a0Kristen Duenas, and special guest, Director of Digital Audio & Video for the IAB,\u00a0Matt Shapo, taking a well-deserved victory lap from the event.\nMissed the Upfronts? We\u2019re giving you a front-row seat to trends and your new favorite show so you can like it before it\u2019s cool (Spoiler Alert: It\u2019s probably NPR\u2019s Body Electric).\nNiche is the New Cool\u00a0– 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.\nCross-Channel Power Play\u00a0– 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.\nWe\u2019re 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\u2019s upfronts could look like for the fastest-growing channel in digital media. To hear the full episode, click the link below.\nListen Here on Spotify\nListen Here on Youtube","landing_redirection":""},{"id":4294,"title":"Audio Legend Kraig Kitchin Joins Media Roundtable to Discuss Audio\u2019s Past, Present, and Future; AAPI Podcasts You Need to Know; SAS Knows How to Sel","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-19.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audio-legend-kraig-kitchin-joins-media-roundtable-to-discuss-audios-past-present-and-future-aapi-podcasts-you-need-to-know-sas-knows-how-to-sel\/","date":"May 10, 2023","description":"“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\nThis 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.\nKraig\u2019s 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.\nIf there\u2019s a part of radio that Kraig doesn\u2019t have experience in, we sure haven\u2019t found it. Add to that that he\u2019s singularly insightful, humble, and generous, and you can see why we\u2019ve wanted to get him on the show for such a long time.\nWe 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:\n\nThe One Rule \u261d\ufe0f – Kraig has an impeccable track record of working with huge talent. His guiding principle for who he partners with? \u201cI want to work with people who are trying to improve themselves every day.\u201d\nRethinking 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\u2019s all about choice.\nThe Fairness Doctrine & Rush \u2696\ufe0f – How relaxing one key FCC rule led to the creation of political talk radio and changed the industry landscape and the country.\nPlaying The Long Game \u23f3– 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\u2019s thinking short-term.\n\nNO ONE has had a better seat for the last half-century of audio changes than Kraig. To understand where we\u2019ve been and where we\u2019re going, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nRetail Therapy Gets Its Own Analysis\nWe\u2019re continuing our spotlight of AAPI-hosted podcasts in May with friends of the\u00a0Media Round Table:\u00a0Kulap Vilaysack\u00a0&\u00a0SuChin Pak. In the materialistic world, we find ourselves in, we all have a cart (or carts) somewhere,\u00a0 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.\u00a0The Lemonada\u00a0podcast has blown up in recent years thanks to the hosts\u2019 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\u2019t add this classified to your cart, but it\u2019s almost as good.\nGet The Deal\n\nPop, Sub, Counter, or High: All Cultures Covered\nCulture 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\u00a0Las 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.\u00a0 Recent episodes have featured guests from all cultural mediums, including\u00a0Melanie Lynskey,\u00a0Ari Shapiro, and\u00a0Brian Jordan Alvarez. Delay any possible culture shocks by clicking the link below.\nGet The Deal\n\nThis Week in Great Podcast Reads\nStephen A. Smith Knows Hiring\nWhen you make everything sound as compelling as sports commentator\u00a0Stephen A. Smith does, you\u2019ll never have to worry about getting people\u2019s attention\u2014whether you\u2019re a podcast host or not. There are no off days for a man who\u2019s equally vocal as he is passionate.\u00a0You can expect that same raw, unfiltered energy every time, regardless of the subject matter.\nCheck out how Stephen underscores the importance of having the right chemistry on your work team in this\u00a0Indeed\u00a0ad read on his\u00a0Know Mercy\u00a0podcast, 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\u2019s not even the highlight. He keeps the same energy level throughout this read, hitting the\u00a0Indeed\u00a0brand name especially hard when he reads the path\u2014you\u2019ll hear him shout it more than once. These are all choices Stephen made during the read, so you\u2019ve got to appreciate his talent for bringing out the most from the copy.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1403,"title":"Decoding Radio's Past, Present, and Future with Industry Titan, Kraig Kitchin","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/7e415d77-7cf5-4f8e-9007-21c7fd036c90_CopyofCopyofFacebookAudioAds28429.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dont-be-in-a-hurry-to-rise-to-the-top-so-quickly\/","date":"May 10, 2023","description":"“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.”\n-Kraig Kitchin\nThis 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.\nKraig\u2019s 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.\nIf there\u2019s a part of radio that Kraig doesn\u2019t have experience in, we sure haven\u2019t found it. Add to that that he\u2019s singularly insightful, humble, and generous, and you can see why we\u2019ve wanted to get him on the show for such a long time.\nWe 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:\n\nThe One Rule \u261d\ufe0f – Kraig has an impeccable track record of working with huge talent. His guiding principle for who he partners with? \u201cI want to work with people who are trying to improve themselves every day.\u201d\nRethinking 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\u2019s all about choice.\nThe Fairness Doctrine & Rush \u2696\ufe0f – How relaxing one key FCC rule led to the creation of political talk radio and changed the industry landscape and the country.\nPlaying The Long Game \u23f3– 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\u2019s thinking short-term.\n\nNO ONE has had a better seat for the last half-century of audio changes than Kraig. To understand where we\u2019ve been and where we\u2019re going, hear the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":4298,"title":"Podcast Listeners Get Older (Kind Of); Will A.I. Take Over Everything?; AAPI Podcasts You\u2019re Not On; How Fast Do Your Trees Grow?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-20.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-listeners-get-older-kind-of-will-a-i-take-over-everything-aapi-podcasts-youre-not-on-how-fast-do-your-trees-grow\/","date":"May 3, 2023","description":"\u201cWe\u2019re driving, but we can only see through the rearview mirror.\u201d – Dan Granger\nThis 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\u2019s dig in.\nHosting is Oxford Road\u2019s CEO Dan Granger, along with fellow Oxford Road savants, Stew Redwine, Neal Lucey, and Spencer Semonson.\nAt the top of everyone\u2019s mind:\n\nThe Old Empire\u2019s New Bet – Hearst invests $2.25MM in Barometer to further Barometer\u2019s 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.\nBrand Safety GPT – We\u2019re big proponents of effective brand safety tools and were all ears when we heard about Podscribe\u2019s AI approach to ensuring brand safety. They\u2019ve 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.\nClick \u201cHeard About it on A Podcast\u201d\u00a0 – 33% of all podcast listeners say they\u2019ve 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\u2019re trying to talk to these demos, you need to be where they\u2019re listening.\nIt\u2019s Like a Japanese Podcast\u00a0 – Japan has traditionally been a source of innovation, but they\u2019re slow to dive into podcasts with less market penetration than the US ten years ago. The team discusses why.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nI Wish I Was a Little Bit Taller, I Wish I Was a Baller\nTo celebrate Asian American and Pacific Islander Heritage Month, \u00a0The Influencer is highlighting podcasts with hosts from the\u00a0community throughout May. Our first selection comes from the Business genre and is hosted by Ben Baller. \u00a0The CEO & Founder of\u00a0IF & 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.\nGet The Deal\n\nQ&As to Mind Your P\u2019s and Q\u2019s\nAll of us have stumbled upon a little gem from history that proved heinous thanks to our country\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nThe Old Guard Embraces The New\nBlue chip brands are investing in various media safety tools to ensure safer and less risky environments across their platforms.\u00a0Barometer, 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\u00a0Hearst Corp).\nAdditionally, our partners at\u00a0Podscribe\u00a0have released their own\u00a0AI-Driven Tool\u00a0that 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.\nRead More\nSPOT Up \/ SXM Down\nSpotify continues to get more competitive for performance brands while, for some reason, SXM is still figuring out how to leverage its\u00a0massive\u00a0suite of media offerings. For the latter network, Podcast revenues are up, but they are seeing erosion in their core offering\u2019s subscriber base.\nTo 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 \u201cso money and not even knowing it,\u201d or is Spotify offering something unique? Tune in to hear what the panel thinks.\nRead More\nPodcast Listeners Getting Older (But Just A Little)\nParks 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.\nOur 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\u2019s the same reason some people prefer side parts to middle parts).\nRead More\nJapan is Behind in Podcast\nOur 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.\nPodcast 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nSara Carter\u2019s Spring Therapy\nNormally we\u2019d advise against a host spending the first half of their ad read setting up the brand before actually talking about it, but Sara Carter\u2019s spot for\u00a0Fast Growing Trees\u00a0is 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\u00a0Fast Growing Trees service, which offers a private nursery of curated plants, allows her to focus on what she\u2019s selling, something visual.\nWith that, she describes the ideal scenery: Spring, colorful flowers, gardens\u2014almost as if she were describing a paradise. She even refers to it as therapy, letting the audience know it\u2019s good for them on top of it all. Great execution by a great podcast. If\u00a0the Sara Carter Show\u00a0can give out the prescription for happy living this spring, there\u2019s no limit to what it can do on behalf of your brand.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1402,"title":"MRT Industry Edition Takes On A.I. Disruption, New Tricks for Old Guards, and The Demo's Powering Podcast Advertising","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/ac208cce-424d-48a4-a0c8-c7b34e5bbe51_CopyofCopyofFacebookAudioAds28329.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-industry-edition-takes-on-a-i-disruption-new\/","date":"May 3, 2023","description":"\u201cWe\u2019re driving, but we can only see through the rearview mirror.\u201d\n– Dan Granger\nThis 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\u2019s dig in.\nHosting is Oxford Road\u2019s CEO Dan Granger, along with fellow Oxford Road savants, Stew Redwine, Neal Lucey, and Spencer Semonson.\nAt the top of everyone\u2019s mind:\n\nThe Old Empire\u2019s New Bet – Hearst invests $2.25MM in Barometer to further Barometer\u2019s 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.\nBrand Safety GPT – We\u2019re big proponents of effective brand safety tools and were all ears when we heard about Podscribe\u2019s AI approach to ensuring brand safety. They\u2019ve 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.\nClick \u201cHeard About it on A Podcast\u201d\u00a0 – 33% of all podcast listeners say they\u2019ve 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\u2019re trying to talk to these demos, you need to be where they\u2019re listening.\nIt\u2019s Like a Japanese Podcast\u00a0 – Japan has traditionally been a source of innovation, but they\u2019re slow to dive into podcasts with less market penetration than the US ten years ago. The team discusses why.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":1404,"title":"AM to PM: Political Podcasts, Radio's Last Stand, and the New Cronkite Era","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e0aa2616-2364-4a79-a833-b29c5396f5dc_Motivational+Podcast+Cover-scaled.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-classifieds\/","date":"April 27, 2023","description":"Behold! A podcastless edition of\u00a0The Influencer.\u00a0\nWhile we love our\u00a0Media Roundtable\u00a0podcast, it\u2019s always fun to share a classic\u00a0Influencer\u00a0edition 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.\nIn this week\u2019s edition, we\u2019ve 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.\nThe Classifieds\nLooking Ahead As We Revisit the Past\nIt\u2019s 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\u2019s only going to get wilder from here. We\u2019re covering two political news podcasts that are looking toward our nation\u2019s future and how we want to shape the current conversation.\nIn its newest season with The New York Times,\u00a0The Run-Up\u00a0has 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\u2019t decidedly skewed.\nFamiliar Face Pops Up At New Media Home\nSomething 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\u00a0The Intercept. This particular opportunity is audio in nature, but the content also broadcasts via Rumble every night, and it\u2019s also available on the platform after the fact. While the reach isn\u2019t as significant as YouTube, this concentration of a singular demographic is worth its weight in gold. Many of our agency\u2019s clients are already booked on similar properties and would be great candidates for this chart-climbing opportunity.\nIn Case You Missed It\nAM\u2019s Fight For Relevance\nFord 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.\nWestwood 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\u00a0which 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.\nSo counter to what most industry experts have been hypothesizing, radio\u2019s 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.\nRead More\nAmericans Trust Podcast\nWhen it comes to news, there is a deficit of trust on both sides of the aisle, but a recent article from\u00a0Axios\u00a0says Podcast listeners trust the news content they tune in to hear.\nMany brands avoid news content altogether for brand safety, but we think it’s time to reconsider.\nDaniel Granger, Oxford Road’s CEO,\u00a0said it best:\u00a0“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.\nThe work that\u00a0Ad Fontes Media,\u00a0Barometer, and other groups are doing allows brands to support important news and conversations in a healthy way that hasn\u2019t existed before. If you would like to see how these tools are helping advertisers walk the tightrope of performance and brand safety, click\u00a0here.\nRead More\nHey Boomer, It\u2019s Called a Podcast\nSpecifics change based on who you ask, but most industry insiders agree that Podcasting started sometime between\u00a02000 and 2005, and by the time\u00a0Serial\u00a0dropped in 2014, it all became mainstream. But despite the fact that\u00a041% of Americans\u00a0tune into podcasts each month, your parents don\u2019t care.\nOne of the benefits of Podcasts is their ability to deliver to younger audiences. However, that doesn’t mean\u00a0Boomers aren’t an important audience\u00a0too. Growth in listenership among Boomers is also important to increase the overall reach of Podcasts. So why aren\u2019t they tuning in? This sounds like a case for\u00a0Jessica Fletcher\u00a0and\u00a0Ben Matlock.\nRead More\nThis Week in Great Podcast Reads\nThis Changes Everything\nIt\u2019s not hard to see how podcasts like\u00a0This Changes Everything\u00a0have 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\u00a0This Changes Everything\u00a0apart from the rest of the podcasts in this category? Aside from the hosts\u2019 credentials in counseling and family therapy, their willingness to open up about their own personal struggles is perhaps what keeps their audience\u2019s attention the most.\nTheir read for the physician-formulated all-natural hair supplement\u00a0Nutrafol\u00a0cites three different examples of hair loss, two of which come from their own experiences. Host Sarah Rice\u2019s 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\u2019re offering.\nListen Here\nOxford In The News\nChief Audio Officer?\nYou\u2019ve heard about CEOs, CMOs, and CFOs, but what about CAOs? Oxford Road, along with Spotify, quip, and Tommy John, have launched the \u201cChief Audio Officer\u2019s Club\u201d 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\u00a0Marketing Brew\u00a0lays out the goals of this exclusive club, and if you\u2019re interested in joining, click\u00a0HERE.\nRead More\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at influencer@oxfordroad.com","landing_redirection":""},{"id":4329,"title":"Joseph Jaffe\u2019s Not Famous, But He Is On Media Roundtable; Podcasts to Bring You Towards Financial Freedom; Networks Not Grading Homework Anymore","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/joseph-jaffe-is-not-famous-but-he-is-on-our-podcast\/","date":"April 19, 2023","description":"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\u2019s dig in.\nLeading the charge again is Oxford Road\u2019s 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.\nAt the top of everyone\u2019s mind:\n\nHDYHAU FTW – The game-changing Oxford Road attribution white paper is out! We\u2019re 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 ).\nThe MVP YouTube Podcast – Can you say minimum viable product? Podcasts on YouTube can still work if they\u2019re messy, imperfect, or barely video. We break down why Podcaster and advertisers shouldn\u2019t wait for perfect to get on YouTube and jump in.\nWelcome to the (3rd) Party – Podscribe\u2019s download counting method has just now been certified by the IAB, which means there\u2019s finally an IAB-certified measurement provider that\u2019s not selling media. It\u2019s a big trust-building step for the industry.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Now\n\nThe Classifieds\n\nIt\u2019s Called Bro-Nance\nBenjamin Franklin once said, \u201cIn this world, nothing can be said to be certain, except death and taxes.\u201d 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.\nOur first opportunity comes from\u00a0AdvertiseCast, 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\u2019t any top podcasts in finance for beginners. Through their series\u00a0Back to the Basics\u00a0and\u00a0Bird\u2019s 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.\nGet The Deal\n\nRunning Podcast Truly Goes the Distance\nFinancial 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\u00a0of the same name has been a wild success, buoyed by a\u00a0viral Tik Tok account\u00a0and 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.\nGet The Deal\n\nIn Case You Missed It\nWhy News Outlets Are Shifting to YouTube\u00a0\nAs always,\u00a0The 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.\nRecent 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. \u00a0As 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 \u201cVideo-Shorts,\u201d to reach and engage new audiences.\nDon’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\u2019t 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\u2019re lucky.\nTakeaways for Producers:\u00a0\n\nAs audio is going to video \u2014 don\u2019t let production value get in the way\nTry a static image\nDon\u2019t let that stop you from unlocking that inventory\nMake it the best it can be\nDon\u2019t do it in isolation \u2014 make it a larger part of your podcast strategy\n\nRead More\nThe Bonfire Whitepaper\nWe pitched the heck out of this last week, but the team discussed the\u00a0Bonfire of the Vanities\u00a0white paper we released last week. In case you missed it, we\u2019ve 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\u2019s set up, is completely free. Click the link below to learn more about how it all works.\nRead More\nWhy You Should Care About Podscribe\u2019s IAB Certification\nFinally, the team shifted the conversation to Podscribe\u2019s recent IAB certification.\nAfter a 6-month no-stone-unturned audit, IAB Tech Lab has certified the accuracy of Podscribe\u2019s download counting methodology, according to the Technical Guidelines Version 2.1.\nPodscribe 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.\nIndependent, third-party validation is always a win.\nRead More\n\nThis Week in Great Podcast Reads\nWho? Weekly\u2019s Favorite Sustainable Soap\nBobby Finger and Lindsey Weber understood the assignment. They took the\u00a0Grove Collaborative\u00a0script we gave them and didn\u2019t settle for just reading the copy points. They laid in the dramatics the way only hosts of a pop-culture podcast like\u00a0Who? Weekly\u00a0can. There\u2019s no doubt Bobby nails his testimonial, but half of what sells it is Lindsey\u2019s reaction since we understand it. Really, how often do you hear of someone getting compliments on their soap? It\u2019s surely a testament to the quality of\u00a0Grove\u2019s\u00a0sustainable home-care and self-care products. With a reception like this, we know they\u2019re doing something right, but what really interests us are the voices like Bobby\u2019s and Lindsey\u2019s who are getting the message out there. Hosts can say they love a product, but there\u2019s nothing like them showing you through reads like this one from Who? Weekly.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1391,"title":"Joseph Jaffe is not famous. But, he is on our podcast.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/d473eea6-99d9-4ae2-8cb4-465d4006c928_JoesphJaffe.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/joseph-jaffe-is-not-famous\/","date":"April 19, 2023","description":"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\u2019s dig in.\nLeading the charge again is Oxford Road\u2019s 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.\nAt the top of everyone\u2019s mind:\n\nHDYHAU FTW – The game-changing Oxford Road attribution white paper is out! We\u2019re 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 ).\nThe MVP YouTube Podcast – Can you say minimum viable product? Podcasts on YouTube can still work if they\u2019re messy, imperfect, or barely video. We break down why Podcaster and advertisers shouldn\u2019t wait for perfect to get on YouTube and jump in.\nWelcome to the (3rd) Party – Podscribe\u2019s download counting method has just now been certified by the IAB, which means there\u2019s finally an IAB-certified measurement provider that\u2019s not selling media. It\u2019s a big trust-building step for the industry.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Now","landing_redirection":""},{"id":1390,"title":"SPECIAL EDITION: Solving the Audio Ad Attribution Problem with The Bonfire of Vanity URLs","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/04\/influencer.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/struggling-to-find-a-way-to-measure-podcast-ad-performance\/","date":"April 12, 2023","description":"Get ready to boost your ad game with Oxford Road’s two-tiered survey method\nVanity 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.\nRather than join other marketers on the fruitless search for the Holy Marketing Grail, we\u2019ve 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.\nWe teased this attribution experiment a few weeks back on the Media Roundtable episode with Allan Jones (CEO of Bambee)\u2013now you get the rest of the story.\nWhy will this be your new favorite attribution tool?\n\n Bonfire of the Vanity URLs – This method provides show-level performance without the use of vanity URLs.\n 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.\n 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.\n Bambee\u2019s Case Study – Bambee CEO Allan Jones and Oxford Road CEO Dan Granger developed the survey\u2013and Bambee’s attribution rate jumped from 1% to 50%.\n\nReady to unlock the power to accurately and efficiently measure any marketing channel? Click below to download our full white paper.\nDownload Now\n\nThe Classifieds\n\nPodcasts Can Get Rebooted Too\nIn 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\u00a0Brittany Broski\u00a0and\u00a0Sarah Schauer. Because we can\u2019t have anything nice, and all good things must come to an end,\u00a0Violating Community Guidelines\u00a0stopped 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\u2019s\u00a0The BCC Club, a revamped formatting of the original concept now co-hosted by Tik Tok star\u00a0Kendahl 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\u2019t matter if you heed the call of this week\u2019s\u00a0white paper\u00a0above. Remember not to reply all when you look for more details below.\nGet The Deal\n\nTik Toker Trades Kombucha for Champagne\nBrittany Broski has been a seminal figure\u00a0in 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\u00a0Trixie Mattel\u00a0and\u00a0Ethan and Hila Klein\u00a0and even met her idol\u00a0Harry 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nRIP Baked In Ads?\nBryan 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\u00a0have a solution.\nRead More\nCMO Survey Says?\nFounded in 2008, the\u00a0CMO Survey\u00a0provides 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\u00a0CMO Survey.\nRead More\nGet Your AI-Generated Audio Ads Here\nAdthos\u00a0launches 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\u00a0Cannes Gold Lion.\u00a0But 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?\nRead More\n\nThis Week in Great Podcast Reads\nA Shandy a Day Keeps the ZocDoc Away\nThe day-to-day upkeep of adulthood requires more than a sharp memory and a good day planner these days. Thankfully we\u2019ve got plenty of options to keep us on track and great podcasts like\u00a0Dear 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.\nAs a happily married couple, they\u2019ve had their share of experiences\u2014Sharleen\u2019s coming from none other than The Bachelor TV series. But it turns out their advice doesn\u2019t stop there. When it comes to healthcare, the Shandy team loves to share their not-so-best-kept secret\u00a0Zocdoc,\u00a0the quickest and easiest way to book and keep track of doctor\u2019s appointments. In this ad read for the free app, Sharleen expresses how much she relies on\u00a0Zocdoc, treating it more as parents reminding you of all those unfun doctor\u2019s appointments you never wanted to think about as a kid(and still don\u2019t), or as they put it a \u201cwaste of brain.\u201d\nYou\u2019re 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\u2019ve been waiting for.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nAd Fontes Makes News Content Safer for Advertisers\nReaders of our newsletter should already be aware of our friends at\u00a0Ad Fontes\u00a0and their\u00a0Media Bias Chart, which helps marketers traverse the often murky trails of advertising with news publishers. Ad Fontes founder and Chief Executive\u00a0Vanessa Otero\u00a0was featured in a recent\u00a0WSJ CMO Today\u00a0article that announced the addition of media veteran\u00a0Lou Paskalis\u00a0as chief strategy officer.\nWhy are we putting this in OUR newsletter?\nFirstly, we believe in Ad Fontes and support their mission to counter the trend of brands avoiding news content due to concerns about controversial content.\nSecondly, 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\u00a0HERE.\nRead More\nOur Attribution Method is Getting Noticed\nBy now, if you haven\u2019t read our breakdown on\u00a0The Bonfire of Vanity URLs\u00a0yet, stop what you\u2019re doing and read it now. Since the announcement on\u00a0Linkedin\u00a0this morning, both\u00a0Inside Radio\u00a0and\u00a0Pod News\u00a0have shared the details. Be in the know;\u00a0download the report\u00a0and let us know your thoughts.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4337,"title":"MRT Industry Edition Returns with First-Time Super-Host Kristen Duenas","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-industry-edition-returns-with-first-time-super-host-kristen-duenas\/","date":"April 5, 2023","description":"This week, our podcast returns for its first true \u201croundtable format\u201d in weeks, with longtime MRT contributor, and Oxford Road Associate Media Director,\u00a0 Kristen Duenas leading as our host.\nJoining 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\u2026\n\nTikTok Shut Down? – –\u00a0 Is Congress\u2019 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.\nAudio\u2019s 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.\nEdison Research\u2019s Latest – \u00a0 –\u00a0 Is YouTube more popular than terrestrial radio? The latest release from Edison Research on audio listening habits may surprise you.\nFollow The Money – – Do you think artists are getting a flat rate per download of their song babies? NPR\u2019s Planet Money created a fake record label to determine exactly how artists get paid, and it\u2019s not what you think.\nTake a Beat on AI? –\u00a0 + – 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.\n\nYour fast track to being \u201cin the know\u201d on today’s news is just a click away.\nListen Here\n\nThe Classifieds\n\nRun with the Hare and Hunt with the Hounds\nRough 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\u00a0is becoming more appealing. This week we\u2019re highlighting two selections that showcase nature in all its glory. Fresh from the newly established\u00a0Gemini XIII, we have an exciting new bundle of shows from the\u00a0Waypoint 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.\nGet The Deal\n\nRunning Podcast Truly Goes the Distance\nThough the time for New Year\u2019s 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\u2019s no one better to speak on the topic than\u00a0Lindsey Hein. Hein is the host of Sandyboy Productions\u00a0I’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\u2019re 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\u2019t run around in circles looking for the best deal; look below for more information.\nGet The Deal\n\nIn Case You Missed It\nTikTok Ya Don\u2019t Stop\nAs your audio companion this week, we\u2019ll share the articles and reports that drove the conversations in this week\u2019s 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\u00a0advertisers already on the platform\u00a0can do now to prepare for the next step\u2026\nRead More\nIf it\u2019s Good Enough for P&G\u2026\nAccording to a recent AdAge article, citing\u00a0Vivvix\u00a0as its source, Procter and Gamble (of\u00a0Back to the Future\u00a0fame) 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\u2019s time to move past force-fitting digital attribution methods on terrestrial radio, especially given it\u2019s not recommended to be visiting websites while driving.\nRead More\nDoes Thomas Know About This Trend?\nEdison Research just completed a deep dive series comparing terrestrial radio to streaming. Their key findings:\n\nRadio is the top ad-supported audio channel across all demographic groups (even younger audiences); time spent with radio is higher than streaming audio.\nRadio leads listenership even outside the car for ad-supported audio.\nDigital AM\/FM radio leads ad-supported streaming in time spent listening.\n\nWith 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).\nRead More\nI\u2019d Like to Teach the World to Sing, But I Need $$$\nYou 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\u2019s 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.\nRead More\nTerminator or Star Wars?\nAt the end of the day, a full-scale robot takeover is what we\u2019re all worried about, right? Will adopting AI lead to the catastrophic events played out in James Cameron\u2019s\u00a0The Terminator, or will AI beings become helpers to humanoids as they are depicted in\u00a0Star Wars\u00a0and\u00a0The Jetsons? We\u2019re 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!\nRead More\n\nThis Week in Great Podcast Reads\nIt\u2019s All in the Wrist\nOne thing you can\u2019t 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\u00a0Shopify\u00a0as the perfect solution to start and grow a business by sharing a real-time sale from his store on\u00a0Shopify. 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\u2019re looking to keep things interesting for audiences so they\u2019ll stay hooked, consider the\u00a0Erik Anders Lang Show\u00a0podcast for your lineup.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1392,"title":"MRT Industry Edition Returns with First-Time Super-Host Kristen Duenas","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/1137e809-7832-4654-a48c-b95d91305d28_MediaRoundtable281329.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-industry-edition-returns-with-first-time-super-host\/","date":"April 5, 2023","description":"This week, our podcast returns for its first true \u201croundtable format\u201d in weeks, with longtime MRT contributor, and Oxford Road Associate Media Director,\u00a0 Kristen Duenas leading as our host.\nJoining 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\u2026\nTikTok Shut Down? – –\u00a0 Is Congress\u2019 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.\nAudio\u2019s 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.\nEdison Research\u2019s Latest – \u00a0 –\u00a0 Is YouTube more popular than terrestrial radio? The latest release from Edison Research on audio listening habits may surprise you.\nFollow The Money – – Do you think artists are getting a flat rate per download of their song babies? NPR\u2019s Planet Money created a fake record label to determine exactly how artists get paid, and it\u2019s not what you think.\nTake a Beat on AI? –\u00a0 + – 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.\nYour fast track to being \u201cin the know\u201d on today’s news is just a click away.\nListen Here","landing_redirection":""},{"id":4344,"title":"Influencer Weekend Edition; Network Releases First Ever AI Podcast Hosted By \u201cActual\u201d Historical Figures; Make A Splash with the #2 Branded Podcast","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/04\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/influencer-weekend-edition-network-releases-first-ever-ai-podcast-hosted-by-actual-historical-figures-make-a-splash-with-the-2-branded-podcast\/","date":"April 1, 2023","description":"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\u2019ve come to expect from our little publication.\nWith this in mind, we bring you our very first, Influencer Special Weekend Edition. Moving forward, during periods like this, where we\u2019re releasing new podcast content at a higher-than-normal cadence, we\u2019ll add a special edition like the one here today.\nAs 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\u2019re back to our regularly scheduled content next week.\n \n\nThe Classifieds\n\n#2 Branded Podcast\nBrands from GE to McDonald\u2019s are creating their own original podcast content,\u00a0with more and more jumping on the bandwagon every month. Traditionally these Branded Podcasts do not allow outside advertisers, but that\u2019s all going down the drain. Colorectal cancer screening company\u00a0Cologuard\u00a0is opening up its show, Thinking Outside the Box, to outside advertisers for the first time. The emotional program features Colorguard\u2019s mascot,\u00a0Little 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\u2019s your audience, don\u2019t let this opportunity get shipped off like a Cologard box; click the link below to learn more.\nGet The Deal\n\nALF Nostalgic Pod Goes Deeper Than You Think\nListeners get to journey back to the good old days of NBC\u2019s Must-Watch TV, with this newest podcast launch from iHeart Media featuring everyone\u2019s favorite alien lifeform. Original\u00a0ALF\u00a0cast members\u00a0Gordon Shumway\u00a0(ALF) and\u00a0Lucky The Cat\u00a0have reunited to launch the new podcast, Live from Melmack, which will recap all 5 seasons of the landmark TV show. GenX\u2019rs 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\u00a0Max Wright,\u00a0Anne Schedeen,\u00a0Andrea Elson, and\u00a0Benji 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\u00a0before you get up for that final snack, click below to learn more about iHeart\u2019s out-of-this-world new offering.\nGet The Deal\n\nIn Case You Missed It\nAI Takes Giant Leap in Solving Radio Attribution\nAudio 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\u2013until 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\u2013they call it \u201cHonorSystemAI.\u201d Each Monday, station reps email the verified accounting of what they think their campaigns brought in the previous week to their advertisers. \u201cThe data is infallible,\u201d says\u00a0Herb Tarlek, Sales Manager of WKRP in Cincinnati, OH, \u201cwe trust it because it has AI in the name.\u201d 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\u00a0HERE.\nRead More\nOprah Lands 4-Figure Podcast Deal\nThe slowing economy is affecting everyone, but perhaps none as much as celebrities looking to sunset their careers with fat podcast deals.\u00a0 Even Oprah is affected. After months of shopping for a new deal with her\u00a0OWN Podcast Network,\u00a0the media mogul is reportedly in talks with Spotify to secure a \u201cmid-4-figure deal\u201d with the streaming giant. \u201cWe placed a lot of big bets over the past few years; we\u2019re going to slow play this one,\u201d 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.\nRead More\nPodcasters Unlock Unforeseen Audiences\nYouTube 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\u2019s popular travel podcast Where\u2019s The Greyhound Station? says he found a \u201ccreate button\u201d just up and to the right in his browser window. Spiker immediately shared the news with his podcast community, and the word quickly spread. \u201cI had no idea that\u2019s how they did it,\u201d podcast pioneer Marc Maron said on a recent episode, \u201cbut I\u2019ve quadrupled my audience all because of this damn button.\u201d How are you leveraging the massive podcast growth on YouTube? If you\u2019re not, the answer may be as simple as emailing the team at\u00a0Oxford Road.\nRead More\n\nThis Week in Great Podcast Reads\nAI Brings Mark Twain Back From the Dead\nWouldn\u2019t 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\u00a0of 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,\u00a0Fast 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\u2019d like? We\u2019d like to help.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWhat Was Your First Concert?\nThe Brown Lounge is the best interview show not on your radar\u2026yet. Hosted by Oxford Road\u2019s Director of Growth,\u00a0Gary 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\u2019s \u201cscared and excited at the same time\u201d, and \u201creally hoping for a season 2 because [he\u2019s] already spent the money.\u201d To RSVP for Oxford Road\u2019s launch party Friday, May 5th, at the actual Brown Lounge in Sherman Oaks, CA,\u00a0click here.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":4351,"title":"Sound Success: Oxford Road Creative Director Reveals the Simple Secrets to High-Impact Audio Advertising; Anthony Jeselnik Slings Underwear","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sound-success-oxford-road-creative-director-reveals-the-simple-secrets-to-high-impact-audio-advertising-anthony-jeselnik-slings-underwear\/","date":"March 29, 2023","description":"(Drumroll please) On this Media Roundtable: Industry Edition, we\u2019re bringing you a special episode called \u201cSound Success.\u201d Haven\u2019t given much thought about how your brand should sound? All that\u2019s about to change.\nOxford Road\u2019s Stew Redwine is back on the lead microphone, joined by fellow Oxford Road audiophiles Steven Abraham, Neal Lucey, and Jennifer Laine. We\u2019re 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.\nHere\u2019s why:\n\nListen to the Data – Some eye\/ear-opening results on why you should include music, sonic branding, and multiple voices.\nPavlov Would be Proud – Ring Doorbell\u2019s sound is so memorable, dogs react to their TV ads.\nOff-Target – The spicy take on why creative matters five times more than targeting.\nSounds like Jargon – Get the definitive difference between Sonic Branding, Audio Logos, and a DNA Brand Anthem\u2013and why it matters.\n\nListen up, and you\u2019ll never hear your ads the same way again.\nListen Here\n\nThe Classifieds\n\nWomen-Led Network Gets Some Good Guys\nThis week we\u2019re 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\u00a0Drake & Josh, and Soffer is the voice behind\u00a0@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\u00a0 recent standout opportunity for a female skew client with an older demographic.\u00a0 It is recommended for any client with a similar consumer base looking for comedic podcasts. If you look inside, I\u2019m sure you\u2019ll find the link below for more details.\nGet The Deal\n\nThe Odd One Isn\u2019t Always Out\nKristen McAtee\u00a0and\u00a0Alex Koot\u00a0are 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.\nGet The Deal\n\nIn Case You Missed It\nEssential Ingredients to Audio Creativity\nThis week\u2019s podcast references a number of insightful articles that are worth further exploration. We\u2019ve highlighted the major articles below, so that\u00a0 you can get the most out of the episode. The first article delves into the best practices for audio creative based on the\u00a0Sound Creative\u00a0research 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\u2019s episode and see how you can apply the insights.\nRead More\nMatch Your Creative to the Listening Experience\nMusic 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\u2019s listening experience. A key finding highlighted in the\u00a0Audacy Sound Creative\u00a0research is that conversational-style ads work best in Podcasts since hosts are conversing with their guests and audience.\nRead More\nThe Medium Moves the Message\nSounds Profitable\u00a0commissioned\u00a0Signal Hill Insights\u00a0to 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,\u00a0Indeed, and\u00a0Shopify.\u00a0According to the study, Podcasts provide incremental reach when added to TV and Terrestrial\u00a0 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.\nRead More\n\nThis Week in Great Podcast Reads\nComedy\u2019s Meanest Voice is Music to Our Ears\nTone is everything. If there\u2019s one thing we\u2019ve learned from listening to hundreds upon hundreds of ad reads each week, it\u2019s that the same copy plays so differently from show to show. What\u2019s 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.\nOften when a comedy host wants to keep the fun times rolling, they\u2019ll 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\u2019s recent read for\u00a0Tommy John\u00a0proves that you can use humor in a brand\u2019s favor to punctuate your enthusiasm for it. It also helps that while\u00a0Tommy John prides itself on their unimaginably comfortable underwear and loungewear, they are self-aware enough to embrace any humor that comes their way.\nStill, 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\u00a0The Jeselnik & Rosenthal Vanity Project.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1393,"title":"Sound Success: Oxford Road Creative Director Reveals the Simple Secrets to High-Impact Audio Advertising","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/d3c5aebb-d106-4f02-b4d3-d3c49f744262_MediaRoundtable281229.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/sound-success-oxford-road-creative-director-reveals\/","date":"March 29, 2023","description":"(Drumroll please) On this Media Roundtable: Industry Edition, we\u2019re bringing you a special episode called \u201cSound Success.\u201d Haven\u2019t given much thought about how your brand should sound? All that\u2019s about to change.\nOxford Road\u2019s Stew Redwine is back on the lead microphone, joined by fellow Oxford Road audiophiles Steven Abraham, Neal Lucey, and Jennifer Laine. We\u2019re 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.\nHere\u2019s why:\n\nListen to the Data – Some eye\/ear-opening results on why you should include music, sonic branding, and multiple voices.\nPavlov Would be Proud – Ring Doorbell\u2019s sound is so memorable, dogs react to their TV ads.\nOff-Target – The spicy take on why creative matters five times more than targeting.\nSounds like Jargon – Get the definitive difference between Sonic Branding, Audio Logos, and a DNA Brand Anthem\u2013and why it matters.\n\nListen up, and you\u2019ll never hear your ads the same way again.\nListen Here","landing_redirection":""},{"id":4356,"title":"Dissecting the Audio Attribution Pickle Part 2; Team CoCo\u2019s Return to Video; Miranda Romano Signs off on Ad Fraud","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cracking-the-attribution-code-part-2-featuring-oxford-roadies-giles-martin-kyle-jelinek\/","date":"March 22, 2023","description":"On this Media Roundtable: Industry Edition, we\u2019re back for Part 2 of our attribution deep dive (Part 1 was \u2013catch up here).\nOxford Road CEO Dan Granger is joined by fellow Oxford Road data wonks Giles Martin and Kyle Jelinek. Now audio attribution is almost nobody\u2019s favorite topic, but if you care about you the money you\u2019re stewarding, attribution is huge.\nAt Oxford Road, we live and die by the accuracy of the results we can drive for our clients. That\u2019s why we\u2019re breaking down attribution so everyone can make smarter money decisions on what\u2019s working on what\u2019s not.\nTune in for:\n\nNext-Level Surveys – Simple meets smart with predictive text.\nTime for Shade – The problems of porting Time-based analysis from TV to audio.\nPixels – What this purported holy grail can and can\u2019t do (peek into the famed Jelinek method of handling un-pixeled shows)\nMMM, That Sounds Good – The pros and cons of Media Mix Models\n\nListen up, and you\u2019ll not only stop glazing over when someone starts talking attribution, you\u2019ll 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 ).\nListen Here\n\nThe Classifieds\n\nYou\u2019ve Just Been Phil\u2019d In\nThis 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.\u00a0Philip DeFranco\u00a0has been reporting on the news since the video platform\u2019s 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.\nGet The Deal\n\nRoundup Recaps Now Readily Available\nUnless you\u2019ve been living under the heaviest of rocks, you\u2019re aware that\u00a0Conan O\u2019Brien Needs a Friend\u00a0is 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\u2019s 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\u2019s not a clip of\u00a0Mac & Me.\nGet The Deal\n\nThis Week in Great Podcast Reads\nWe Hate Movies, But We Love Fast-Growing Trees\nSay what you will about the love-to-hate subculture of film enthusiasts, but these days it\u2019s 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\u00a0can. What sustains a podcast like this is not simply the hosts\u2019 abilities to dissect some of cinema\u2019s biggest flops; it\u2019s the personality they inject into their commentary.\nTake the Fast Growing Trees ad read, for example; the host hits all of the copy points you\u2019d 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nAd Fraud Coming to an Audio Channel Near You\nAd 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\u2019s\u00a0Alyssa Meyers\u00a0interviewed industry experts, including Oxford Road\u2019s own VP of media Operations,\u00a0Miranda Romano, to discuss the different tactics used by fraudsters to scam audio advertisers out of their money.\nRead More\nThere’s Gold in Them Thar Tubes\nAd 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\u2019s\u00a0Sara Guaglione\u00a0interviewed top agency execs, including Oxford Road Founder and CEO\u00a0Dan Granger, to share their thoughts on the trend and the opportunity it provides Podcast advertisers.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1480,"title":"Cracking The Attribution Code - Part 2: Featuring Oxford Roadies, Giles Martin & Kyle Jelinek","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/e7447d71-d01e-483d-a7c5-fa7ba61b13a9_MediaRoundtable281129.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cracking-the-attribution-code-part-2-featuring-oxford\/","date":"March 22, 2023","description":"On this Media Roundtable: Industry Edition, we\u2019re back for Part 2 of our attribution deep dive (Part 1 was \u2013catch up here).\nOxford Road CEO Dan Granger is joined by fellow Oxford Road data wonks Giles Martin and Kyle Jelinek. Now audio attribution is almost nobody\u2019s favorite topic, but if you care about you the money you\u2019re stewarding, attribution is huge.\nAt Oxford Road, we live and die by the accuracy of the results we can drive for our clients. That\u2019s why we\u2019re breaking down attribution so everyone can make smarter money decisions on what\u2019s working on what\u2019s not.\nTune in for:\n\nNext-Level Surveys – Simple meets smart with predictive text.\nTime for Shade – The problems of porting Time-based analysis from TV to audio.\nPixels – What this purported holy grail can and can\u2019t do (peek into the famed Jelinek method of handling un-pixeled shows)\nMMM, That Sounds Good – The pros and cons of Media Mix Models\n\nListen up, and you\u2019ll not only stop glazing over when someone starts talking attribution, you\u2019ll 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 ).\nListen Here","landing_redirection":""},{"id":4361,"title":"Missed Podcast Movement? We\u2019ve Got You Covered; Audio Makes The Radio Star; A Beautiful Ad for the Ugliest Problem","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/missed-podcast-movement-weve-got-you-covered-audio-makes-the-radio-star-a-beautiful-ad-for-the-ugliest-problem\/","date":"March 15, 2023","description":"AI, SVB, and ROI\u2013oh my!\nThis week on the Media Roundtable: Special Edition, the agents of influence are distilling insights from their whirlwind time at Podcast Movement\u2013the world’s largest annual gatherings of podcasters and the podcast industry. Couldn\u2019t be there? We\u2019ve got you covered.\nHosting is our very own Jennifer Laine, along with fellow Oxford Road movers and shakers Dan Granger, Steven Abraham, and Spencer Semenson.\nWhat new tools, forces, and trends did we see emerge that will shape our weird, beautiful industry? Let\u2019s see :\n\nMonkey Hear, Monkey See\u00a0 \ufe0f – 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\u2019re looking at. Imagine showing the exact product a host is talking about on a live read\u2026\nSuiting Up For 2024 – Everything is political. Ahead of the next election cycle, what\u2019s the right way to approach conversations around brand suitability while trying to limit surprises?\n\u201cHey, You Look Familiar\u201d\u00a0 – Amazon, Wondery, Sirius, and more, Oxford Road alums are making waves all over the industry and We. Love. To. See. It.\nA Buyer\u2019s Market – Budgets are contracting, inventory is expanding, and for the right brands, there\u2019s a real opportunity to scale efficiently.\nChoose Your Own Ad-Venture \u2194\ufe0f – 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?\n\nMissed the conference and want to soothe your FOMO? Get the industry insights you can\u2019t get anywhere else by checking out the whole episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nHappy Wife = Happy Life\nThe 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 \u201cFor You\u201d pages, it\u2019s 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\u2019 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\u2019re looking for the perfect reason to stop scrolling, click the link below.\nGet The Deal\n\nKurtistown\u2019s Mayor Officially Gets a Podcast\nWe 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\u00a0Kurtis Conner\u00a0is 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\u2019 podcast serves as both another avenue for freeform content and a platform to interview the internet\u2019s 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.\nGet The Deal\n\nThis Week in Great Podcast Reads\nA Wild Ride on Steve-O\u2019s Toilet\nOxford 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\u2019re selling is outright disgusting? There\u2019s a time and a place for innuendo, sure, but sometimes you\u2019ve got to deliver the facts straight, no matter how ugly they are. Cue the\u00a0Wild Ride! with Steve-O\u2019s recent ad read for the\u00a0TUSHY\u00a0bidet, the cleaner yet affordable alternative to toilet paper that gets the job done better. What else can way say about Steve-O\u2019s setup of the problem other than it\u2019s simple and right to the point, leaving nothing to the imagination? Some might say they can get by without the gory details. Still, we\u2019re going to argue that those explicit details\u2014while unpleasant\u2014make the ad so memorable, especially when you\u2019re hearing them in that signature raspy voice of his. And what higher praise can be paid to a brand than being dubbed the host\u2019s favorite sponsor? We won\u2019t guarantee you\u2019ll like this read, but we can promise you won\u2019t forget it.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1482,"title":"Missed Podcast Movement? We\u2019ve Got You Covered","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/8d902e6d-d366-45b9-9acb-2ff23cc71401_MediaRoundtable281029.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/missed-podcast-movement-weve-got-you-covered\/","date":"March 15, 2023","description":"AI, SVB, and ROI\u2013oh my!\nThis week on the Media Roundtable: Special Edition, the agents of influence are distilling insights from their whirlwind time at Podcast Movement\u2013the world’s largest annual gatherings of podcasters and the podcast industry. Couldn\u2019t be there? We\u2019ve got you covered.\nHosting is our very own Jennifer Laine, along with fellow Oxford Road movers and shakers Dan Granger, Steven Abraham, and Spencer Semenson.\nWhat new tools, forces, and trends did we see emerge that will shape our weird, beautiful industry? Let\u2019s see :\n\nMonkey Hear, Monkey See\u00a0 \ufe0f – 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\u2019re looking at. Imagine showing the exact product a host is talking about on a live read\u2026\nSuiting Up For 2024 – Everything is political. Ahead of the next election cycle, what\u2019s the right way to approach conversations around brand suitability while trying to limit surprises?\n\u201cHey, You Look Familiar\u201d\u00a0 – Amazon, Wondery, Sirius, and more, Oxford Road alums are making waves all over the industry and We. Love. To. See. It.\nA Buyer\u2019s Market – Budgets are contracting, inventory is expanding, and for the right brands, there\u2019s a real opportunity to scale efficiently.\nChoose Your Own Ad-Venture \u2194\ufe0f – 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?\n\nMissed the conference and want to soothe your FOMO? Get the industry insights you can\u2019t get anywhere else by checking out the whole episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":1473,"title":"Cracking the Attribution Code - Part 1: w\/ Marketing Legend Allan Jones of Bambee and ZipRecruiter","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/b0d10ab0-cd67-4cff-98bd-a2308fa71bda_MediaRoundtable28929.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cracking-the-attribution-code-part-1-w-marketing\/","date":"March 9, 2023","description":"You\u2019re a young marketer who needs a win\u2013how do you test audio, show it works, and not get fired?\nOn this Media Roundtable: Industry Edition, Bambee CEO Allan Jones tells us his marketing superhero origin story.\nOur very own Oxford Road CEO Dan Granger welcomes Allan back to the podcast with Oxford Road experts Giles Martin and Kyle Jelinek. We\u2019re talking attribution, that messy, just-out-of-reach challenge that has plagued marketers since the beginning of time. Attribution\u2019s all about doling out credit as close to the truth as possible (because anyone who says they\u2019ve solved attribution is a liar). If you can get even a little bit better than the next company, you\u2019ve unlocked a massive scale.\nAs 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, \u201cI don\u2019t wipe my ass unless the data tells me to\u201d).\nLinking 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.\nAllan 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\u2013who 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\u2013chipping away at it with data, diligence, and building enough trust to move towards what matters.\nTune in for:\n\nHear me out: How Allan convinced Dan to be Bambee\u2019s Interim CMO – and how, together, they were able to massively upgrade their attribution mode\nGoldilocks, SQL, and courage: The three things Allan recommends for marketers\nLow tech, high intellectual horsepower: Allan\u2019s rule for any attribution system\n\nThis week\u2019s episode is two-fold. By the end of this episode, we promise you\u2019ll 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 ).\nListen Here","landing_redirection":""},{"id":4366,"title":"Cracking the Attribution Code - Part 1: w\/ Marketing Legend Allan Jones of Bambee and ZipRecruiter; Podcast Host Comes Clean About Bacon Addiction","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cracking-the-attribution-code-part-1-w-marketing-legend-allan-jones-of-bambee-and-ziprecruiter\/","date":"March 8, 2023","description":"You\u2019re a young marketer who needs a win\u2013how do you test audio, show it works, and not get fired?\nOn this Media Roundtable: Industry Edition, Bambee CEO Allan Jones tells us his marketing superhero origin story.\nOur very own Oxford Road CEO Dan Granger welcomes Allan back to the podcast with Oxford Road experts Giles Martin and Kyle Jelinek. We\u2019re talking attribution, that messy, just-out-of-reach challenge that has plagued marketers since the beginning of time. Attribution\u2019s all about doling out credit as close to the truth as possible (because anyone who says they\u2019ve solved attribution is a liar). If you can get even a little bit better than the next company, you\u2019ve unlocked a massive scale.\nAs 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, \u201cI don\u2019t wipe my ass unless the data tells me to\u201d).\nLinking 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.\nAllan 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\u2013who 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\u2013chipping away at it with data, diligence, and building enough trust to move towards what matters.\nTune in for:\n\nHear me out: How Allan convinced Dan to be Bambee\u2019s Interim CMO – and how, together, they were able to massively upgrade their attribution mode\nGoldilocks, SQL, and courage: The three things Allan recommends for marketers\nLow tech, high intellectual horsepower: Allan\u2019s rule for any attribution system\n\nThis week\u2019s episode is two-fold. By the end of this episode, we promise you\u2019ll 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 ).\nListen Here\n\nThe Classifieds\n\nA Trainwreck You Can\u2019t Look Away From\nPop 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\u00a0Vanderpump Rules\u00a0and is hosted by co-star\u00a0Scheana Shay. Shay has been a cast member on the reality show since 2013, and amidst a\u00a0recent cheating scandal\u00a0that\u2019s 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\u2019s upcoming episodes is a no-brainer for those who want higher-reach options with guaranteed added value. You\u2019ll want to \u201cVander\u201d pump your fist in the air at the great performance from this premium opportunity.\nGet The Deal\n\nLongtime YouTubers Spill the Scalding Hot Tea\nSometimes, it\u2019s 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\u2019 secretive antics. Our second selection easily does that legwork and so much more. Hosted by former Viner and YouTuber Jessi Smiles, and content creator\u00a0Lily 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.\nGet The Deal\n\nThis Week in Great Podcast Reads\nA Bacon Obsession\nThis week,\u00a0The News & Why it Matters\u00a0host Sara Gonzales removes the wool from your eyes, and despite her podcast\u2019s decidedly political nature, this has nothing to do with politics. What is Sara fired up about this time? Meat\u2014grass-fed, grass-finished beef, pastured pork and chicken, and wild-caught salmon, to be more specific. Yes, we\u2019re talking about\u00a0Shark Tank star\u00a0and Oxford Road advertiser\u00a0Moink\u00a0and why it\u2019s 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\u00a0 replaced the word \u201cmeat\u201d with \u201cMoink!\u201d If you\u2019ve 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1474,"title":"The Truth Is Golden - MeidasTouch Founders Join MRT","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/truth-is-golden-meidastouch-founders-join-mrt\/","date":"March 2, 2023","description":"What can three brothers teach us about fighting fair and depolarizing the country? Find out in this week\u2019s Media Roundtable: Special Edition featuring the Meiselas brothers of The MeidasTouch Network.\nJennifer Laine hosts Oxford Road CEO Dan Granger and brothers Ben, Brett, and Jordan Meiselas, Co-Founders and Co-Hosts of The MeidasTouch.\nLike many of us, the Meiselas brothers started COVID quarantine\u2013texting 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\u2019re hoping will shape America for the better.\nHow 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\u2019ve built an engaged community that values honesty and transparency.\nYou\u2019ll 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\u2019ve said something they\u2019ve regretted.\u00a0 This humility and ability to say, \u201cI was wrong,\u201d shouldn\u2019t be surprising, but in today\u2019s media landscape, it is.\nThis 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.\nListen to the full episode here","landing_redirection":""},{"id":1470,"title":"Truth Is Golden - MeidasTouch Founders Join MRT; Climb Aboard the Nostalgia Podcast Express; \u201cSo Bad\u201d Podcast Does Oh So Well","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/MotivationalPodcastCover10-scaled.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/truth-is-golden-meidastouch-founders-join-mrt1\/","date":"March 1, 2023","description":"What can three brothers teach us about fighting fair and depolarizing the country? Find out in this week\u2019s Media Roundtable: Special Edition featuring the Meiselas brothers of The MeidasTouch Network.\nJennifer Laine hosts Oxford Road CEO Dan Granger and brothers Ben, Brett, and Jordan Meiselas, Co-Founders and Co-Hosts of The MeidasTouch.\nLike many of us, the Meiselas brothers started COVID quarantine\u2013texting 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\u2019re hoping will shape America for the better.\nHow 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\u2019ve built an engaged community that values honesty and transparency.\nYou\u2019ll 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\u2019ve said something they\u2019ve regretted.\u00a0 This humility and ability to say, \u201cI was wrong,\u201d shouldn\u2019t be surprising, but in today\u2019s media landscape, it is.\nThis 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.\nCheck out the whole episode\u2013and maybe even become a little hopeful\u2013by clicking the link below.\nListen to the full episode here…\n\nThe Classifieds\n\nThree\u2019s a Crowd, but These Three are Brothers\u00a0\nThis 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\u00a0Brotherly 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\u2019t have to get to Philadelphia for some brotherly love; simply click below for more details.\nGet The Deal\n\nSomething Waverly This Way Comes\nThe nostalgia is potent in today\u2019s podcasting scene, none more powerful than for shows watched in childhood.\u00a0Adlarge Media\u00a0is bringing a small slate of options to the audio space, all of which remain classics for younger millennials and older Gen Z\u2019s. Our first selection is most likely the more popular recent drop, as the show it recaps starred singer and actress Selena Gomez.\u00a0Wizards of Waverly Place\u00a0ran for four seasons and spawned two\u00a0DCOMs. 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 \u201cfamily wizard\u201d by clicking below for more information.\nGet The Deal\n\nThis Week in Great Podcast Reads\nBuy a\u00a01\u00a0Minute\u00a0Ad, Get 5 Minutes\u00a0Free\nIt would have been considered great if Ryan Bailey ended his endorsement for\u00a0Nutrafol\u00a0at the four-minute mark. Because usually, when you reach the call to action point of an ad read, you can assume it\u2019s the end\u2014especially when it\u2019s already been going for four minutes.\u00a0 But on this particular read for his show,\u00a0So Bad It\u2019s 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.\nSure, anyone could blabber on about a topic, but Bailey\u2019s way of speaking keeps listeners engaged, which is why we\u2019re such fans of his. It\u2019s not the luxurious(his words) hair he brags about. Nor is it the pop culture knowledge he dumps on us. Simply put, Ryan Bailey\u2019s 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\u2019s Good\u00a0podcast in your corner. He\u2019ll do the assignment and might even go for some extra credit.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1472,"title":"Podcast - A Buyers Market Again","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/02\/MotivationalPodcastCover6.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-a-buyers-market-again\/","date":"February 22, 2023","description":"You know how it\u2019s okay when you tease a family member, but if anyone else pokes fun, you get angry? That\u2019s 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.\nDan took to LinkedIn to provide a more well-rounded view of the Podcast industry\u2013one that embraces the still-emerging medium warts and all. Yes, growth has slowed, but as Dan states, \u201cpricing 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).\u201d Yes, it seems as if Podcast is once again in a buyer’s market, and we couldn\u2019t be happier about it.\nIf you\u2019re ready to take advantage of the new opportunities Podcast presents, we hope that The Influencer provides some of the tools you need to succeed. \u00a0This week, we\u2019re 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\u2013you can handle it). Finally, we wrap this week\u2019s edition up with an example of a podcast ad read that showcases an uncanny transition between content and advertisement.\nRead More Here","landing_redirection":""},{"id":1471,"title":"The Media Roundtable Tackles The Big Game With Special Guest Alyssa Meyers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/2216fd0a-0e41-4da5-a5fa-359c1bcf4ec6_MediaRoundtable28629.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-mrt-tackles-the-big-game\/","date":"February 16, 2023","description":"This week on the Media Roundtable: Super Bowl Edition, our \u201cagents of influence\u201d are breaking down the winners and losers of this year\u2019s multi-million dollar advertising showdown.\nUnder center is Oxford Road\u2019s 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).\nWho converted, and who doinked it off the posts this past Sunday? Here are the highlights and lowlights:\n\nHold My Beer – Booze was big, but Miles and Keleigh Teller\u2019s hold music dance for Bud Light was a brand standout for capturing a real moment.\nLike a Rock Star \u200d – Splitting the crowd (and possibly the uprights) was Workday taking aim at corporate speak with the help of a game Ozzy Osbourne.\nGronk Shank – FanDuel\u2019s kick of destiny didn\u2019t go as planned with a wide-left miss, but on top of that, the whole stunt was confusing\u2013managing to make a live moment look like it was pre-recorded.\n\nOnce the 2023 Super Bowl Ad Winners are declared, this week\u2019s podcast focuses on exploring viewership trends and discussing whether or not the seven-million-dollar bet is worth it.\nFor MVP-caliber ad breakdowns and Monday morning quarterbacking you can\u2019t find anywhere else, hear the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":4417,"title":"Who Really Won Super Bowl LVII? The MRT Tackles The Big Game; A Podcast Balancing Act; How Zocdoc Helped Relieve a Podcaster\u2019s Pain","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/who-really-won-super-bowl-lvii-the-mrt-tackles-the-big-game-a-podcast-balancing-act-how-zocdoc-helped-relieve-a-podcasters-pain\/","date":"February 15, 2023","description":"This week on the Media Roundtable: Super Bowl Edition, our \u201cagents of influence\u201d are breaking down the winners and losers of this year\u2019s multi-million dollar advertising showdown.\nUnder center is Oxford Road\u2019s 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).\nWho converted, and who doinked it off the posts this past Sunday? Here are the highlights and lowlights:\n\nHold My Beer – Booze was big, but Miles and Keleigh Teller\u2019s hold music dance for Bud Light was a brand standout for capturing a real moment.\nLike a Rock Star \u200d – Splitting the crowd (and possibly the uprights) was Workday taking aim at corporate speak with the help of a game Ozzy Osbourne.\nGronk Shank – FanDuel\u2019s kick of destiny didn\u2019t go as planned with a wide-left miss, but on top of that, the whole stunt was confusing\u2013managing to make a live moment look like it was pre-recorded.\n\nOnce the 2023 Super Bowl Ad Winners are declared, this week\u2019s podcast focuses on exploring viewership trends and discussing whether or not the seven-million-dollar bet is worth it.\nFor MVP-caliber ad breakdowns and Monday morning quarterbacking you can\u2019t find anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nFly Through the Air With The Greatest of Ease\nAs we continue our February highlight of black podcast hosts and creators, this week\u2019s classifieds include two shows that have historically exceeded performance goals for many of our advertisers. Our first selection comes from our friends at\u00a0RedCircle Technologies\u00a0and 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\u2019s\u00a0social media\u00a0curation 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.\nGet The Deal\n\nGetting the Bag, by Walking Purse First\nRuPaul\u2019s Drag Race\u00a0season 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\u00a0Studio71\u00a0show 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.\nGet The Deal\n\nIn Case You Missed It\nBooze, Betting, Breaking Bad, Believers, and Billionaire Shoppers\nThat alliteration of B\u2019s summarizes our panel\u2019s take on commercials for this year\u2019s Super Bowl so concisely it doesn\u2019t need explanation. But the rest of this week\u2019s episode references so many we had to put together a quick reference guide to help you navigate. Have fun!\n\nWatch all 58 Super Bowl Commercials |\u00a0LINK\nUSA Today Ad Meter |\u00a0LINK\nHow the Jesus Super Bowl Commercials Were Received |\u00a0LINK\nSuper Bowl Ads Reflect Industry\u2019s Waning Commitment to DE&I |\u00a0LINK\nThe Top 5 Super Bowl Campaigns you need to know about right now |\u00a0LINK\nSuper Bowl 2023 Ad Review – The Best and Worst Commercials from the Big Game |\u00a0LINK\n\nRead More\n\u2026But is It Worth It?\nOur team went over which commercials they liked and which they didn\u2019t and shared some of the stats associated with Super Bowl viewership trends, but at the end of the day, does it matter?\u00a0Neal Lucey\u00a0leads the Media Roundtable in a discussion about which brands can benefit from a spot in front of America\u2019s 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\u2019s study following the 2021 Super Bowl found an average ROAS of $4.60 for Super Bowl advertisers. If this data is true, we\u2019d take those results, but like everything else in life, your results may vary.\nRead More\n3 Out of 4 Doctors Agree\nMarketing Brew\u2019s\u00a0Alyssa Meyers\u00a0shares 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\u2019s 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\u2019re a statistic\u00a0nerd like us, you\u2019ll love her breakdown.\nRead More\n\nThis Week in Great Podcast Reads\nTurning Pain Into Power\nAds often begin by expressing a universally experienced problem before delivering a powerful solution In fact, it\u2019s 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\u2019re going to have to give that problem some depth. Sarah Galli, host of Andy\u2019s 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\u2014or anyone for that matter\u2014is dealing with an ongoing illness, learning that she can use a free app like\u00a0Zocdoc\u00a0to 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\u2019s had to see specialists, but you don\u2019t 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\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1493,"title":"Motivation from a Woodchuck; Spotlight on Black Podcast Voices Continues; Podcast Market Updates Galore; The \u201cMake it Your Own\u201d Gold Standard","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/02\/MotivationalPodcastCover1-scaled.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-spotlight-on-black-podcast-voices-continues\/","date":"February 10, 2023","description":"Last Thursday, Punxsutawney Phil saw his shadow\u2013meaning we\u2019re 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?\nHibernation time is over!\nBlink, and it\u2019s 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\u2019s 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.\nSpring is the season of growth and rebirth; according to Phil, you\u2019ve got six weeks. Are you prepared?\n\nThe Classifieds\n\nConfidantes Make Space To Create Community\nWe\u2019re 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, \u201cThe most disrespected person in America is the black woman.\u201d Though we\u2019re looking back from half a century in the future, that sentiment is still extremely prevalent today. It\u2019s 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\u2019 energies make for an entertaining and enlightening listening experience. Become a sponsor of this cultivated conversation by clicking below.\nGet The Deal\n\nThe Love Doctor is In\nCan 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\u2019s interpersonal communication skills. The official dating advice coach of\u00a0The Drew Barrymore Show\u00a0and 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nProgrammatic Podcast Predicted to Pxplode\nSo we couldn\u2019t think of a synonym for massive growth that began with a \u201cP,\u201d but that\u2019s exactly what a recent study from Acast is suggesting. According to the IAB’s Podcast Advertising Revenue report, between 2019 and 2021,\u00a0dynamically inserted ads (DAI)\u00a0increased 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\u2019s not put all of your eggs in the DAI or programmatic basket just yet.\u00a0 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.\nRead More\nQ4 Podcast Benchmark\nMagellan 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.\nAdditionally, Magellan provides valuable information on brands and categories\u00a0leaning into podcast advertising while providing an overview of key trends. One very interesting finding, given\u00a0YouTube\u00a0was 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\u2013click below for the free download.\nRead More\nPodcast\u2019s Annual One-Sheet\nMagellan\u2019s second report to come out recently is Podscape, the podcast industry’s annual one-sheet. In partnership with Bryan Barletta from\u00a0Sounds Profitable, Magellan\u2019s 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.\u00a0Click Here\u00a0to chat.\nRead More\nRadio Works!\nComing to our attention by way of the Cumulus | Westwood One Audio Active Group,\u00a0Radiocentre\u00a0released 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\u00a0given 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.\nRead More\n\n#SaveTheLiveReads\nHow Do You Frame an Ad Read?\nThere 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\u00a0Crooked Media, their podcast\u00a0Hysteria\u00a0has got two. And talk about qualifications; these women have experience across various outlets, from comedy to political commentary to government. As we\u2019ve learned, voices with strong POVs like these often yield the best ad reads, which brings us to our spot for\u00a0Grove Collaborative. Hosts Erin Ryan and Alyssa Mastromonaco knock it out of the park with their combined testimonial for Grove\u2019s 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\u2019re framing this one, and on the bronze plaque underneath will say \u201cHow to Do a Testimonial.\u201d\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4426,"title":"Return of Roundtable\u2019s Industry Edition; Celebrating Black History Month; Exploring the Rise of Video; Right Wing Rumble; Yes I Paid For The Underwear","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/explore-the-rise-of-video-with-the-media-roundtable-industry-edition\/","date":"February 1, 2023","description":"This week on the Media Roundtable: Industry Edition, the agents of influence are tackling the rise of the video podcast. Let\u2019s dig in.\nOxford Road’s own Stew Redwine is back on the host microphone, joined by fellow Oxford Road luminaries Neal Lucey, Spencer Semonson, and Kristen Duenas.\nAt the top of everyone\u2019s mind:\nListen Here\n\nVideo Can\u2019t and Won\u2019t 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\u2013there\u2019s only so much watch time in the day.\nPodcasters Want Your Eyes Too – YouTube has a bigger reach than Cable TV (68% vs <50% of US HH), and it\u2019s 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.\nNo 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?\nRight 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\u2013a real risk for the controversial personality and a sign of brand safety conversations to come.\nA 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.\n\n\nThe Classifieds\n\nCome Shake the Money Tree\nIn 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.\nGet The Deal\n\nJump Up, Jump Up to Get Down\nThe yearly\u00a0UCLA Hollywood Diversity Report\u00a0showed 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\u00a0consistent\u00a0source of pain for many minority communities. The Slate-produced podcast,\u00a0Black 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.\nGet The Deal\n\nIn Case You Missed It\nVideo Can\u2019t Kill The Audio Star\nA 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\u2019s here to stay\u2013use the Audio and Video together, playing each other\u2019s strengths to your benefit.\nRead More\nFriends, Romans, Podcast Listeners, Lend Me Your Eyes\nWe\u2019ve established Audio isn\u2019t 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.\nRead More\n\u201cHey Google, Where Are My Podcasts?\u201d\nGoogle 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\u2019t make sense, it probably makes dollars.\nRead More\nHave You Seen An Elephant Fight?\nThe right-wing news community is splintered over the recent feud between\u00a0Steven Crowder\u00a0and\u00a0Daily Wire, which started when Crowder ranted about a contract offer gone wrong during an\u00a0episode 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.\nRead More\nThis Week in The Robots Are Taking Over\nChatGPT is at the forefront of our minds, and everyone is exploring new usecases for this incredible technology. The French company,\u00a0ProKnx\u00a0has 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\u2019re using this technology to build our own\u00a0protocol droid, we want to stress that \u201cVoice\u201d is not going away. It will be a crucial part of the future of computing, and marketers need to get smart about it.\nRead More\n\nThis Week in Great Podcast Reads\nUnbelievable Underwear & Fore Play\nWhen you\u2019re spending money on underwear you probably could have gotten for free, you\u2019ve either got a problem, or that\u2019s true brand dedication at play. You\u2019ll be happy to know it’s the latter for the hosts of\u00a0Fore Play, Barstool\u2019s weekly podcast about all things golf.. As longtime partners\u2014and evangelists of\u00a0Tommy John\u2019s ultra-comfortable underwear you might say the bar has been set high, so when you hear one of the hosts refer to them as \u2018life-changing,\u2019 you\u2019re inclined to take their word for it. If you don\u2019t have this relationship with your favorite underwear, don\u2019t worry. A lot of the credit can be paid to the hosts\u2019 unique voices. While they might seem like a couple of regular guys just talking golf, they\u2019re pros at it, and it\u2019s no different for the products they support, making thist another hit podcast for you to consider from the Barstool Sports network.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1519,"title":"Explore The Rise of Video With The Media Roundtable: Industry Edition","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/03\/7f7e6c7a-2ba3-4fd6-9fa4-142532bdcde2_MediaRoundtable28129.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/explore-the-rise-of-video-with-the-media-roundtable\/","date":"February 1, 2023","description":"This week on the Media Roundtable: Industry Edition, the agents of influence are tackling the rise of the video podcast. Let\u2019s dig in.\nOxford Road’s own Stew Redwine is back on the host microphone, joined by fellow Oxford Road luminaries Neal Lucey, Spencer Semonson, and Kristen Duenas.\nAt the top of everyone\u2019s mind:\nListen Here\n\nVideo Can\u2019t and Won\u2019t 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\u2013there\u2019s only so much watch time in the day.\nPodcasters Want Your Eyes Too – YouTube has a bigger reach than Cable TV (68% vs <50% of US HH), and it\u2019s 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.\nNo 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?\nRight 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\u2013a real risk for the controversial personality and a sign of brand safety conversations to come.\nA 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.","landing_redirection":""},{"id":4430,"title":"2023 Truly Begins; A New Voice For The Influencer Team; Call it Podcast Call it YouTube - it Works; The Upside of a Down Economy","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/01\/MotivationalPodcastCover-scaled.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/2023-truly-begins-a-new-voice-for-the-influencer-team-call-it-podcast-call-it-youtube-it-works-the-upside-of-a-down-economy\/","date":"January 25, 2023","description":"Does it feel like 2023 yet?\nYes, 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.\nHere at The Influencer, we\u2019re officially announcing that 2023 is here. If by the last full week of January, you\u2019re still wishing people \u201cHappy New Year,\u201d if your holiday decorations are still out, and please, dear reader, if you\u2019re STILL running \u201cNew Year, New You\u201d creative in the market, it\u2019s time to pack it all away \u2018till next January.\nIt\u2019s the same for us. In the first part of this month, we focused on recaps & prognostications, and now we\u2019re getting back to normal\u2013actually better than normal. We\u2019re proud to announce that we wrangled Oxford Road\u2019s strategy guru Neal Lucey to the team to curate our \u201cIn Case You Missed Its.\u201d 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.\nSo here\u2019s to the true beginning of 2023 – Happy New Year (okay last one). –Kyle Jelinek – Editor in Chief\n\nThe Classifieds\n\nOBGYN Shows That YouTube is Merely Child\u2019s Play\nAs the conversation builds around YouTube\u2019s viability for direct marketers, agencies are paying more attention to what\u2019s already seeing success. This week we\u2019re 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\u2019 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\u2019re a babe in the woods looking for some help, click the link below.\nGet The Deal\n\nMovies So Bad They\u2019re Good Again\nDuring 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\u00a0Nick DiRamio,\u00a0an 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\u2019 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.\nGet The Deal\n\nIn Case You Missed It\nSpotify Layoffs\nSpotify 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.\nWith 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.\nOxford 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.\nRead More\nPodcast; A\u00a0Buyers Market Again?\nSpringboarding off the previous article, we\u2019ve 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.\nDespite recent headwinds, Podcast advertising is expected to grow to $2.3 billion in spending by the end of 2023, according to eMarketer; it\u2019s just slower growth than we\u2019ve 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.\nFor 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.\nRead More\nWhere Did All of the New Podcasts Go?\nAn 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.\nMarketers 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.\nRead More\nWhat is Old is New Again\nWhere 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.\nIt\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nHala Taha is a Shopify Fanatic\nFind someone who gets your brand and captures it with the same excitement and pure joy that Hala Taha does for\u00a0Shopify. If we didn\u2019t write the copy and place the ad on her podcast\u00a0Young and Profiting\u00a0ourselves, we\u2019d swear she was Shopify\u2019s 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\u2019s host take action toward your brand\u2019s dreams.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nThe Latest in Our Brand Safety Crusade\nDan 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4434,"title":"Media Roundtable; Bloomberg\u2019s Audio Journalist Ashley Carman Joins the Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-bloombergs-audio-journalist-ashley-carman-joins-the-media-roundtable\/","date":"January 18, 2023","description":"This week on the Media Roundtable: Industry Edition, the agents of influence are tackling how podcasts are responding to market pressures. Let\u2019s dig in.\nLeading the charge again is Oxford Road\u2019s very own Jennifer Laine on the host microphone, along with fellow Oxford Road luminaries Dan Granger, Neal Lucey, and Bloomberg\u2019s expert audio reporter Ashley Carman.\n\u201cIf somebody has to start by following one journalist in this field (audio advertising), it is Ashley Carmen, period.\u201d – Dan Granger.\nJoin 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\u2019s mind:\n\nThe Great Podcasting Market Correction\u00a0 – Hiring freezes? Fewer blockbuster acquisitions? Ashley Carman walks us through her excellent reporting on where the podcast boom goes next.\n\u201cIf It\u2019s Not Bolted Down, Sell it.\u201d – From interactive events to guests paying their way. Welcome to non-traditional revenue sources for podcasting as a hedge against lower ad sales.\nIs 2023 The Year for Brand Safety – With brands focusing on their bottom lines, new brand safety tools will help lane lines.\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nLong Ago History is Made New in Limited Series\nThis Monday marked Martin Luther King Jr. Day, an occasion that celebrates, recognizes, and honors the work of one of history\u2019s most distinguished heroes. King\u2019s life and work were arguably complex, and his death is an example of the many losses he suffered to ensure equality for all.\u00a0 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\u00a0and\u00a0Monster: 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.\nGet The Deal\n\nBite-Sized Info Packs a Wallop\nThough February marks the traditional start of Black History Month, it\u2019s never too early to discover the oft-buried and unknown origins of some of America\u2019s foremost black icons. Available through Audacy and produced by Pushback,\u00a0Black History Year\u00a0will be premiering its seventh season this March and recently released a special episode on\u00a0Martin Luther King Jr. Other recent episodes have covered Nella Larsen, Billie Holiday, and the 13th Amendment.\nEach 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.\nGet The Deal\n\nIn Case You Missed It\nThe Year of the Podcast Correction?\nOur panel launches with a spirited discussion on the state of podcast and how the changing economy in 2023 will affect 2022\u2019s media darling. The basis of this topic stems from an article written by our guest panelist,\u00a0Ashley Carman, that shares how while the podcasting market has been going through an extended period of growth, it\u2019s 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, \u201cis podcasting ever really going to be a big thing?\u201d For advertisers, this means more of a focus on programmatic, less host engagement, but perhaps better deals.\nRead More\nPodcasts and NTR\nIn 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\u2019re beginning to explore alternative channels to grow revenue and\/or engage with their audiences. We expect to see more\u00a0podcast events\u00a0and monetizing video simulcasts, merch, and every other possible way to connect brands with content creators.\nRead More\nThe Year of Brand Safety?\nNext, 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\u00a0Howard Schultz\u00a0that says, \u201cthe price of admission for being a values-driven company is financial performance.\u201d New Brand Safety tools like Barometer will act like Waze\u00a0for your media campaign, helping you navigate through the congestion and bypass obstacles so you can reach your destination (profitability) faster.\nRead More\n\nThis Week in Great Podcast Reads\nBad Takes, Good Causes\n\u201cSaving lives\u201d\u2014probably not the first words that come to mind when you think of podcast endorsement, so we\u2019re proud to say last week\u2019s ad read for\u00a0Givewell\u00a0might be a first for you. It\u2019s all thanks to the company\u2019s mission to empower charity donors to make informed decisions when giving to the world\u2019s highest-impact causes. That and, of course, the great work of truth-seeking podcasts like\u00a0Bad Takes. You can always count on Bad Takes\u2019 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\u2019ll hear in his testimonial, Matthew\u2019s been working with Givewell-recommended charities for years, which tells you everything you need to know about his commitment to his partnerships. If you\u2019re ready to take on a podcast committed to your cause,\u00a0Bad Takes\u00a0might be the one for you.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1489,"title":"Media Roundtable; Bloomberg\u2019s Audio Journalist Ashley Carman Joins the Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/01\/eea66edc-0513-4083-85e2-f8d326d9c43e_ORWebsiteMRTCover1.18.23.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-bloombergs-audio-journalist-ashley\/","date":"January 18, 2023","description":"This week on the Media Roundtable: Industry Edition, the agents of influence are tackling how podcasts are responding to market pressures. Let\u2019s dig in.\nLeading the charge again is Oxford Road\u2019s very own Jennifer Laine on the host microphone, along with fellow Oxford Road luminaries Dan Granger, Neal Lucey, and Bloomberg\u2019s expert audio reporter Ashley Carman.\n\u201cIf somebody has to start by following one journalist in this field (audio advertising), it is Ashley Carmen, period.\u201d – Dan Granger.\nJoin 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\u2019s mind:\n\nThe Great Podcasting Market Correction\u00a0 – Hiring freezes? Fewer blockbuster acquisitions? Ashley Carman walks us through her excellent reporting on where the podcast boom goes next.\n\u201cIf It\u2019s Not Bolted Down, Sell it.\u201d – From interactive events to guests paying their way. Welcome to non-traditional revenue sources for podcasting as a hedge against lower ad sales.\nIs 2023 The Year for Brand Safety – With brands focusing on their bottom lines, new brand safety tools will help lane lines.\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":4437,"title":"The Media Roundtable Dusts Off The Crystal Ball to Look Into 2023; \u201cNew Year, New You\u201d Podcasts You Should Test; A Tasty Read for the Best Food Company","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-dust-off-the-crystal-ball-to-look-into-2023\/","date":"January 11, 2023","description":"This week on the Media Roundtable, we complete our special two-parter with a look ahead at the podcast trends shaping your 2023.\nLeading the charge again is Oxford Road\u2019s very own\u00a0Jennifer Laine\u00a0on the host microphone, along with Oxford Road CEO and founder\u00a0Dan Granger,\u00a0Alyssa Meyers\u00a0(reporter at Marketing Brew),\u00a0Bryan Barletta\u00a0(founder of Sounds Profitable), and\u00a0James Cridland\u00a0(editor of Podnews and radio futurologist).\nThe 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\u2026\n\nVerification, 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?\nThe 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\u2019t tank as a result.\nDTC BRB? – When DTCs advertise in difficult climates (*cough* recession *cough*), they\u2019re looking for what they know will work. Will that be podcast, or will they let the brand advertisers swoop in?\nThe 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.\n\nFor industry insights you won\u2019t get anywhere else, listen to the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nIs My Money Not Green?\nWe continue to highlight podcasts centered around self-improvement as we kick off yet another trip around the sun. Many of us\u00a0 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\u2019s 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.\nGet The Deal\n\nMasculinity Made Motivational\nIn an age where male podcast hosts are becoming increasingly incendiary with their takes on masculinity,\u00a0Nice & Neat\u00a0serves 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\u2019d like to be a macho macho man too, just click the link below.\nGet The Deal\n\nThis Week in Great Podcast Reads\nStacy\u2019s Dogs for Nom Nom\nThe beauty of partnering with a holistic health and happiness podcast, like Stacy Toth\u2019s\u00a0The Whole View, is that you know she\u2019s going to get to the heart of your brand\u2019s message because she\u2019ll believe in it. Your ad copy will be the vehicle she uses to talk about what makes her happy. And when it\u2019s done right, what you\u2019ll get is something that sounds like her endorsement for\u00a0Nom 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\u2019t refuse, but she takes it a step further by quantifying the savings, stating her dog\u2019s 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\u2019t end with her dogs. If you\u2019re interested in what The Whole View can do for you, we suggest you have a listen.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nPodcast Predictions from Marketing Brew Part Deux\nFollowing last\u00a0week\u2019s predictions\u00a0on the podcast landscape, Marketing Brew\u2019s\u00a0Alyssa Meyers\u00a0posted a follow-up article on what this year means for brands citing comments from industry experts, including our own\u00a0Dan Granger. This week\u2019s 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.\nThe 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1498,"title":"Media Roundtable: Dust Off the Crystal Ball to Look Into 2023","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b6542dce-bdb4-4298-9d4c-62682538aa22_2023.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-dust-off-the-crystal-ball-to-look\/","date":"January 11, 2023","description":"This week on the Media Roundtable, we complete our special two-parter with a look ahead at the podcast trends shaping your 2023.\nLeading the charge again is Oxford Road\u2019s very own\u00a0Jennifer Laine\u00a0on the host microphone, along with Oxford Road CEO and founder\u00a0Dan Granger,\u00a0Alyssa Meyers\u00a0(reporter at Marketing Brew),\u00a0Bryan Barletta\u00a0(founder of Sounds Profitable), and\u00a0James Cridland\u00a0(editor of Podnews and radio futurologist).\nThe 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\u2026\n\nVerification, 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?\nThe 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\u2019t tank as a result.\nDTC BRB? – When DTCs advertise in difficult climates (*cough* recession *cough*), they\u2019re looking for what they know will work. Will that be podcast, or will they let the brand advertisers swoop in?\nThe 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.\n\nFor industry insights you won\u2019t get anywhere else, listen to the full episode by clicking the link below.\nListen Here","landing_redirection":""},{"id":1485,"title":"Media Roundtable: 2022 In The Rearview Mirror","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2023\/01\/2ea3bf13-a7f1-476e-9102-0e6ea1896f1a_Untitleddesign.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-2022-in-the-rearview-mirror\/","date":"January 5, 2023","description":"It\u2019s that time of year when we take account of the past and start to think about the future.\nThis week on the Media Roundtable, we\u2019re doing just that in a special, two-part episode.\nWe kick things off with a look back at what 2022 brought us from a media perspective with host Oxford Road\u2019s 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).\nIn part one of this conversation, our industry experts touch on a number of topics, including:\n\nA Podcast By Any Other Name – 2022 was the year of Audio with \u201cPodcast\u201d 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.\nRise 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.\nData, Data, Data – The second half of this week\u2019s 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\u2019t acquire them.\u00a0\n\nNext week we\u2019ll 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!\nListen Here","landing_redirection":""},{"id":4443,"title":"2022 Through The Rearview Mirror - Now What? Personal Growth Pods You Should Sponsor; The Taste of a Great Podcast Read","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-7-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/2022-through-the-rearview-mirror-now-what-personal-growth-pods-you-should-sponsor-the-taste-of-a-great-podcast-read\/","date":"January 4, 2023","description":"It\u2019s that time of year when we take account of the past and start to think about the future.\nThis week on the Media Roundtable, we\u2019re doing just that in a special, two-part episode.\nWe kick things off with a look back at what 2022 brought us from a media perspective with host Oxford Road\u2019s 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).\nIn part one of this conversation, our industry experts touch on a number of topics, including:\n\nA Podcast By Any Other Name – 2022 was the year of Audio with \u201cPodcast\u201d 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.\nRise 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.\nData, Data, Data – The second half of this week\u2019s 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\u2019t acquire them.\u00a0\n\nNext week we\u2019ll 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!\nListen Here\n\nThe Classifieds\n\nNutritionist Plates Some Food for Thought\nNow 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\u2019s 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.\nGet The Deal\n\nBusiness Learns to Respect Boundaries\u00a0\u00a0 \u00a0 \u00a0 \u00a0\nFor 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\u2019s optimize this holistic view by thinking outside the box or just click the link below.\nGet The Deal\n\nThis Week in Great Podcast Reads\nThe Full Taylor Experience in 2023\nIf you\u2019re still setting 2023 sponsorship goals, we\u2019ve got one you won\u2019t want to miss: Get someone to relay your brand\u2019s user experience the way Taylor Strecker does for\u00a0Zocdoc\u00a0in her read on the\u00a0Taste of Taylor\u00a0podcast. 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\u2019s 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\u2019ll know what we mean when you listen to the spot. The \u201cHemis\u201d statement truly communicates that a host with this much confidence in your user experience won\u2019t 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\u2019t recommend just a taste. What we offer is the full, unfiltered Taylor experience.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWalking into 2023 Like\u2026\nOur very own\u00a0Dan Granger\u00a0was 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1468,"title":"2022 Podcast Winners; A Visit By Three Holiday Spirits; Claire and Erica Teach You A Thing or Two About Business Finance","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/MotivationalPodcastCover2.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/youre-probably-going-to-be-visited-by-some-ghosts\/","date":"December 21, 2022","description":"\u201cYou\u2019re probably going to be visited by some ghosts tonight.\u201d\nMy 16-year-old son said this to me last week when my patience had been tested to the end, and I didn\u2019t have to think for a moment about what he meant\u2013it was his way of calling me a Scrooge. He was right.\nThis time of year is exceptionally rough for us in the advertising world. On the one hand, we\u2019re frantically tying up loose ends, and on the other, we\u2019re locking in plans for the next 12 months. It\u2019s exhausting, and if you\u2019re like me, it\u2019s easy to forget about what matters in life.\nThe chaos of this season isn’t just for us, though \u2014 anyone trying to balance work with social and familial obligations is bound to feel the pressure.\nThat’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 \u2014 in the spirit of the season, we hope it brings you a bit of peace and joy.\nNext 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.\n\nThe Classifieds\n\nLonely Hearts Club President Starts a New Term\nAs we wind down the year and prepare for a season of festivities and yuletide cheer, it\u2019s only natural to look back on 2022. The\u00a0iHeartRadio Podcast Awards\u00a0reflect 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\u2019s the always hilariously honest\u00a0Why Won\u2019t You Date Me?\u00a0that 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\u2019 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.\u00a0 No need to bust out the dating apps; your love match awaits at the link below.\nGet The Deal\n\nCritics of Culture Gain Cultural Nomination\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\nOur 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\u2019 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.\nGet The Deal\n\nIn Case You Missed It\nThe Ghost of Christmas Past\nReleased in 1983, Mickey’s Christmas Carol was the first original Mickey Mouse theatrical cartoon produced in over 30 years. For many Gen-X\u2019rs is the only version of the Dickens classic worth watching. If you\u2019ve somehow missed watching the 28 minutes of holiday perfection this year, it\u2019s streaming on Disney Plus.\nRead More\nThe Ghost of Christmas Present\nSNL 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\u2019s Christmas Carol warms your heart, this one stabs it with an icicle and leaves you in stitches.\nRead More\nThe Ghost of Christmas Future\nContinuing 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.\nRead More\n\nThis Week in Great Podcast Reads\nA Thing or Two for the New Year\nThis is what you\u2019re missing\u2014great podcast voices to usher your brand\u2019s message into a new year. A year of further economic uncertainty, yes. But that exact talking point is what makes the opening for\u00a0A Thing or Two with Claire and Erica\u2019s ad read for\u00a0Netsuite\u00a0so powerful. It resonates with the individual as well as the business. And with so much of the current economic story yet to unfold, it\u2019s 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\u2019ve witnessed it. This is the kind of podcast you need to help steer your messaging into murky waters toward a promised land.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4450,"title":"Media Roundtable Insider Edition\u2019s Last Show of The Year; Audio\u2019s Hay Day; Join The Media Revolution; Has A.I. Made Humans Redundant?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-8-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-insider-editions-last-show-of-the-year-audios-hay-day-join-the-media-revolution-has-a-i-made-humans-redundant\/","date":"December 14, 2022","description":"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\u2019s dig in.\nHosting is Oxford Road\u2019s very own Jennifer Laine, along with fellow Oxford Road luminaries Dan Granger, James Ingrassia, Neal Lucey, and Stew Redwine.\nAt the top of everyone\u2019s mind:\n\nWe Missed You – Podcasters to performance marketers: \u201cCome back\u201d\nCourting Controversy\u00a0 – Does it hurt to associate with controversial hosts?\nNothing Killed the Radio Star \u00a0 – Radio: surprisingly resilient and a solid bet?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nCardigan Wearers Speak on More Than Champagne Problems\nSwifties, it\u2019s time to assemble for a great opportunity from Yea networks. The female-dominant podcast network is offering a Buy 3 Get 1 deal on\u00a013: A Taylor Swift Podcast\u00a0for any interested clients. While Ms. Swift is always highly esteemed in the public eye; she is especially trending with the news of her\u00a0directorial debut\u00a0and 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\u2019s attention. At tea time, everybody agrees, you should click below for more.\nGet The Deal\n\nCactus Jack Finds New Podcasting Home\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\nBack 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. \u201cHave a nice day\u201d by clicking below for details.\nGet The Deal\n\nIn Case You Missed It\nOh, You Want to Talk Again?\nOur friend Ashley Carman\u00a0(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.\nRead More\nBrand Safety Playbook\nSounds Profitable released a study on brand safety and suitability from the listeners\u2019 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\u2019ve got some tools –\u00a0click here\u00a0to learn more.\nRead More\nAudio\u2019s Hay Day\nWe shared this on last week\u2019s Influencer, but the panel wanted to discuss Insider Intelligence\u2019s 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\u2019s in store:\n\nSpotify keeps growing, but it isn\u2019t unaffected by the advertising downturn\nThe podcast landscape is shifting\nRadio\u2019s resilience persists\n\nRead More\nThe Alternative-Media Industrial Complex Revolution\nAs shared in last week\u2019s Influencer, the panel expands on what\u2019s happening with Twitter and his band of independent journalists.\u00a0 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\u2019s happening, these new channels are looking for advertisers to help fund the revolution.\nRead More\nI\u2019m a Friend of Sarah Connor\nAre 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?\nRead More\n\nThis Week in Great Podcast Reads\nOpening Argument for Moink Bacon\nFor legal expert Andrew Torrez, little is as serious to him as the law until you start talking bacon. As he testifies in his podcast\u00a0Opening Arguments, bacon is something he will not lie about, so when he tells you\u00a0Moink\u00a0bacon is the best bacon, understand he\u2019s 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\u2019ll 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\u2019s your thing, but first listen to the opening statement they can give on behalf of your brand.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWe Can\u2019t Get Enough Redwine\nStew Redwine\u00a0lives and breathes Podcast Creative, and we love when he shares his knowledge with the masses. Thankfully, he does it quite often. This week, we\u2019re sharing an interview Stew did with the\u00a0Lifeblood\u00a0podcast. 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\u2019t seen or heard Stew in action, start here.\nRead More\nHere Comes The Bloom!\nWe spoke on this earlier in this week\u2019s 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\u2019s Birthday so send best wishes.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1488,"title":"Media Roundtable: Industry Edition - December 14","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/bf227bc7-5503-4875-8502-9476c866e9f8_Untitleddesign28429.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-december-14\/","date":"December 14, 2022","description":"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\u2019s dig in.\nHosting is Oxford Road\u2019s very own Jennifer Laine, along with fellow Oxford Road luminaries Dan Granger, James Ingrassia, Neal Lucey, and Stew Redwine.\nAt the top of everyone\u2019s mind:\n\nWe Missed You – Podcasters to performance marketers: \u201cCome back\u201d\nCourting Controversy\u00a0 – Does it hurt to associate with controversial hosts?\nNothing Killed the Radio Star \u00a0 – Radio: surprisingly resilient and a solid bet?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nOh, You Want to Talk Again?\nBrand Safety Playbook\nAudio\u2019s Hay Day\nThe Alternative-Media Industrial Complex Revolution\nI\u2019m a Friend of Sarah Connor","landing_redirection":""},{"id":4454,"title":"Podcast Loses a Friend - RIP Norm Pattiz: 1943-2022; Podcasts About the Thing They Call Football in the UK; An Audio Advent Calendar; Stew Redwine Mak","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-loses-a-friend-rip-norm-pattiz-1943-2022-podcasts-about-the-thing-they-call-football-in-the-uk-an-audio-advent-calendar-stew-redwine-mak\/","date":"December 7, 2022","description":"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.\nThe Influencer is honoring him in two ways.\nFirst, 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\u2019s biggest names, Jordan Harbinger. This introductory conversation is followed by a resharing of Dan\u2019s 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\u2019s a fascinating time capsule as well as a character study.\nListen Here\n\nSecond, 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.\nOn Sunday night, Podcast lost a Founding Father.\nNorm 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.\u00a0\nLike 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.\u00a0\nTributes 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.”\u00a0\nBeyond 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.\u00a0\nNorm was a staple at Laker Games, always sitting Courtside across from Nicholson wearing something audacious, often attracting nearly as much attention as the players.\u00a0\nAt the time of publication, the author remembers Norm Pattiz as a friend.\u00a0\nBut it didn’t start that way\u2026\nRead More\n\nThe Classifieds\n\nUK Football Podcast Is Definitely Not a Hollywood Pass\nEvery 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\u2019re 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\u00a0recently acquired\u00a0by The New York Times. Their largest football-centric show is the UK-based\u00a0The Totally Football Show with James Richardson, which covers everything from recent matches to multiple countries\u2019\u00a0 histories within the sport. The show is perfect for clients looking to scale globally, on a popular sports show, during its seasonal peak. Don\u2019t bottle it by committing a howler; to learn more, simply click the link below.\nGet The Deal\n\nPodcast Hosts Can\u2019t Be Arsed\nEven 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\u00a0Arseblog site\u00a0get 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\n\u00a0The Future State of Audio\neMarkter\u2019s Insider Intelligence newsletter just released three insights about the state of audio advertising and what\u2019s in store for the coming year. This is a must-read if you\u2019re 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.\nThe highlights:\n\nSpotify\u2019s growth despite the advertising downturn\nA Shift in the Podcast Landscape\nRadio\u2019s resilience\n\nRead More\nThe Twitter Files\nJoined by a formidable team of journalists who don\u2019t quite fit into a defined box, Elon Musk\u2019s purchase of Twitter is blasting open doors to an alternative media ecosystem. As the author of a recent Axios article, Sarah Fisher,\u00a0 perfectly summarized, \u201cThe Twitter Files saga is the latest iteration of a decades-long debate over what journalism is and who gets to do it.\u201d\nThe 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.\nRead More\nAudio Advent Calendar\nEveryone 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.\nKatz\u2019s 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\u00a0LinkedIn\u00a0for new stats over the coming days.\n\nDigital Audio is advertising\u2019s fastest-growing medium, with 243 Million Digital Audio Users.\nListeners in Mid-Demos are joining the Digital Audio space at an accelerated pace, with a whopping 51% gain coming from Adults 35+\n60% 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!\n\nRead More\n\nThis Week in Great Podcast Reads\nOpTic Gaming Wins with Shopify\nIf anyone knows what it takes to run and grow a business from the ground up, it\u2019s OpTic Gaming CEO and Founder Hector \u2018H3CZ\u2019 Rodriguez. As one of the hosts of OpTic Podcast, he\u2019s the voice and face of the OpTic brand, so you can bet he\u2019s promoting their merch on the show any chance he gets. It\u2019s not just his brand he champions though. This week he can be heard showing love to\u00a0Shopify, 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\u2019re not just pro gamers. Whether it\u2019s their brand or yours, you\u2019re in good hands when they\u2019re holding the controller or the microphone.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nRedwine Brings Audio to OOH\nWho wouldn\u2019t want to learn how to get the most out of their marketing budget? On a recent episode of\u00a0OOH Insider, Oxford Road\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1496,"title":"Podcast Loses A Friend","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/NormPattiz.png","image_alt":"Norm Pattiz","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-loses-a-friend\/","date":"December 7, 2022","description":"On Sunday night, Podcast lost a Founding Father.\nNorm 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.\u00a0\nLike 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.\u00a0\nTributes 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.”\u00a0\nBeyond 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.\u00a0\nNorm was a staple at Laker Games, always sitting Courtside across from Nicholson wearing something audacious, often attracting nearly as much attention as the players.\u00a0\nAt the time of publication, the author remembers Norm Pattiz as a friend.\u00a0\nBut it didn’t start that way.\u00a0\nIt was 2012, and after six years of poking at the budding universe of on-demand audio, I was looking for a way in. I served as a foot soldier in Clear Channel’s army (now iHeartMedia), selling and managing local radio campaigns. I knew the field was ripe for disruption and believed to my core that Podcast would be the answer, and I couldn’t find a way to make a living at it.\u00a0\nThen I met Adam Carolla. He was doing a hit on a local radio broadcast to plug his new podcast venture in a studio a stone’s throw away from my desk. He was the first household name to leave traditional media behind and go all in on the new platform. And he was right down the hall at Clear Channel. So I waited until he finished and pitched to get permission to sell sponsors into his show as he walked to his car.\nWe ran a few tests, and the ads worked like magic for our clients.\u00a0\nAlong with my trusted associates Gary Brown and Miranda Romano (still key leaders at Oxford Road), we began a cold outreach campaign to any podcasters with enough published reviews on apple to suggest a marketable audience. Then I saw the headline that former radio colleague Kit Gray had teamed up with Radio Industry Titan, Norm Pattiz, to launch a new venture organizing an independent network to turn this fledgling forum for audio hobbyists into an entire industry.\u00a0\nWhen Norm Pattiz entered the podcast arena, it was a shot across the bow. He locked up Adam Carolla in a representation contract as the cornerstone of his new network. Despite our efforts, there was no getting around Norm Pattiz and PodcastOne.\nI had heard stories about Norm, the radio legend, and I instantly believed they were all true the moment we met. He was intimidating. Like the legends of old Hollywood powerbrokers who might say, \u201cYou’ll never work in this town again\u201d if you crossed them. His assistant would call you and say she had Norm Pattiz on the line. But when we spoke about the business, he was focused, measured, and saw imaginative paths to a win-win.\u00a0\nI accepted the new reality without any alternative options, and we started conducting business in good faith.\u00a0\nNorm always delivered. He and his team worked with us to ensure client objectives were met while adding a pinch of old-fashioned Hollywood razzle-dazzle. The guy had first-class taste and the resources to create experiences that caused bonds to form between Network, Talent, Agency, and Client. The consummate showman, he taught me how we could do serious business and still have some fun. He had a bit of PT Barnum in him and modeled ways to stand out in an industry I’m still trying to digest. He was also funny and enough of a rascal that age wasn’t a burier to the relationship.\u00a0\nNorm was not for everybody, but he was definitely for me. He has his fingerprints on the success of our agency and supported us as we rose from a struggling startup to the leading independently owned audio agency in the world. Over time, I got to know Norm better. I respected what he was able to achieve in our industry and found him very accessible in giving me advice on what it meant to run a business.\u00a0\nHe made his way into my heart most deeply as a true friend to Oxford Road and me in a time of need. After a few years of meteoric growth at Oxford Road, we entered a season of growing pains that introduced new challenges I had never experienced. Norm ended up on my business 911 list and graciously guided me out of some jams, for which I’ll be eternally grateful.\u00a0\nNorm Pattiz believed in me. He would invite me to guest on shows and panels. When the pandemic hit, I started a new podcast for marketers to help guide them through uncharted waters. Lke many partners, Norm came on the show as an early guest when we didn’t have the audience to justify his time. Not only did he come on, he also contacted me after and invited us to join his network, knowing full well our niche focus would never be a real money maker. That’s why today Media Roundtable is part of the PodcastOne network.\u00a0\nNorm was a visionary. Like Cornelius Vanderbilt moving from shipping to rail at 70, he left the industry where he had made his fortune because could see change was in the air. Podcast would disrupt Radio and become the digital beachhead to revitalize the industry, and he saw that years before his radio peers.\nPioneers are generally complex people, and Norm Pattiz was no exception. But if you want a revolution, you need to accept complex people as friends. Hopefully, they’ll accept your complexities too.\u00a0\nIf you work in the podcast industry or even listen to podcasts, you should know that Norm Pattiz was the first true Captain of Industry to step onto the field. In his final act, he rolled up his sleeves and poured the concrete for the roads we’re now walking on.\u00a0\u00a0\nNorm positively impacted millions of people, and I will raise my hand and say he made my life better through his generosity, wisdom, and friendship.\u00a0\nFarewell, my friend. May your voice forever echo.\nDan","landing_redirection":""},{"id":1486,"title":"Media Roundtable: Honoring a Podcast Legend - December 7","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/a9ace35d-9a7c-41fe-8352-3e640b8557dc_Untitleddesign2.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-honoring-a-podcast-legend-december\/","date":"December 7, 2022","description":"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.\nThe Influencer is honoring him in two ways.\nFirst, 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\u2019s biggest names, Jordan Harbinger. This introductory conversation is followed by a resharing of Dan\u2019s 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\u2019s a fascinating time capsule as well as a character study.\nListen Here\nSecond, 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.\nOn Sunday night, Podcast lost a Founding Father.\nNorm 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.\u00a0\nLike 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.\u00a0\nTributes 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.”\u00a0\nBeyond 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.\u00a0\nNorm was a staple at Laker Games, always sitting Courtside across from Nicholson wearing something audacious, often attracting nearly as much attention as the players.\u00a0\nAt the time of publication, the author remembers Norm Pattiz as a friend.\u00a0\nBut it didn’t start that way\u2026\nRead More","landing_redirection":""},{"id":4648,"title":"What\u2019s a Brand to do in 2022 - with Oxford\u2019s Giles Martin; Anthony Bourdain Launches Podcast; Edison Shares Podcast Gains; Lindell Starts Pillow Fight","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whats-a-brand-to-do-in-2022-with-oxfords-giles-martin-anthony-bourdain-launches-podcast-edison-shares-podcast-gains-lindell-starts-pillow-fight\/","date":"December 1, 2022","description":"The books are closing on our second year of the Pandemic. Now what? This week, Oxford Road\u2019s EVP, Strategy & Insights,\u00a0Giles Martin\u00a0shares his take on what marketers must think about as we boldly dive head-first into the next new \u201cnot normal\u201d \u201cnormal\u201d with part one of his two-part series…\nIt Is The Worst Of Times,\nIt Is The Best of Times\nIt\u2019s been another crazy year at Oxford Road\u2019s headquarters in Sherman Oaks \u2013 or should we say the US? Or, heck, civilization? If the ancient Chinese curse \u201cMay you live in interesting times\u201d is a real thing, well this is perhaps about as \u2018interesting\u2019 as it gets. Reality continues to be, let\u2019s say, challenging in many ways, with what we like to call \u201cthe largest social and human experiment in history\u201d still going on after 18 months, so it\u2019s perhaps not surprising that some companies have\u00a0decided\u00a0the way forward for us humans might be to simply avoid this unpleasant reality in the future \u2013 and hang out in another one instead. Might not be a bad bet!\nThere are a lot of things going on for marketers to keep track of, as ever, and today we\u2019re 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…\nRead the full piece\u00a0HERE.\n\nThe Classifieds\nIconic Chef\u2019s Travels Recounted, Posthumously\n\nThe original blueprint for culinary travel shows is finally available in audio form. Gruff realist and world traveler, Anthony Bourdain, hosted\u00a0Parts Unknown\u00a0on CNN for 12 seasons over five years and went everywhere from LA\u2019s 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\u2019s stovetop, is a needed comfort in these pandemic-filled times, even if it\u2019s 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.\nGet The Deal\nAITA or Am I Writing a Classified?\n\nThe internet\u2019s 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\u2019re looking for a fresh, popular, and untapped comedy podcast to test, follow the link below.\nGet The Deal\n\nIn Case You Missed It\nPodcast Audiences Soar – Edison\u2019s Q3 Share of Ear Report\nWestwood One and Cumulus Media\u2019s data guru\u00a0Pierre Bouvard\u00a0released his analysis of the recent Edison Research\u2019s Q3 \u201cShare Of Ear\u201d 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\u00a0HERE\u00a0or watch Pierre\u2019s video recap in the link below.\nRead More\nLet\u2019s Go Apple Picking\u00a0\nIt\u2019s 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 \u201cBest Of\u201d list celebrating the year\u2019s best and most popular podcasts and their creators.\u00a0A Slight Change of Plans\u00a0with Maya Shankar nabbed the Best Show of The Year from the Apple Podcast team and\u00a0Anything for Selena\u00a0with Maria Garcia was named Newcomer of the Year. But before you race off to booking, the shows that receive the most accolades aren\u2019t necessarily those that perform for advertisers. Thankfully, Apple\u2019s list also includes shows that actually work for advertisers including\u00a0Anything Goes,\u00a0Las Culturistas,\u00a0Pantsuit Politics,\u00a0We Can Do Hard Things,\u00a0The Ezra Klein Show, and more. So before plunking down ad dollars onto shows that are creating a buzz, talk to someone who\u2019s tested them all and has separated the wheat from the chaff.\nRead More\nHow Advertisers Can Navigate The Podcast Swell\nLast 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\u2019s 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.\nRead More\nPillow-preneur Suffocates Radio Relationship\u00a0\nNothing 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\u2019s 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\u2019s been \u201csilenced\u201d 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.\n\nRead More\n\nThis Week in Great Podcast Reads\nComedian Quips on Quip\nThere\u2019s a reason comedian-hosted podcasts, like Whitney Cumming\u2019s\u00a0Good For You, continuously crush it with great ad reads. You might argue it\u2019s because she\u2019s 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\u2019s childhood friend, demonstrate the many benefits of\u00a0Quip, a sleek electric toothbrush, with a long list of features in a read that sounds more like a comedy bit than an ad. They\u2019ll make you laugh, then help you keep that smile right.\nListen Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nRContact us at influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":4457,"title":"How to Keep Podcast From Becoming Radio\u2013Sounds Profitable\u2019s Tom Webster Joins The Media Roundtable; Q4 Network Fire Sales; Nerds Talk Oral Hygiene","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-keep-podcast-from-becoming-radio-sounds-profitables-tom-webster-joins-the-media-roundtable-q4-network-fire-sales-nerds-talk-oral-hygiene\/","date":"November 30, 2022","description":"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\u2019s dig in.\nHosting is Oxford Road\u2019s 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.\nAt the top of everyone\u2019s mind:\n\nWarnings from Radio – 7 mistakes Podcasts can learn from Radio.\nThat Sounds\u2026 Wrong – Who\u2019s responsible for flagging misinformation?\nKeep Searching \ufe0f – Acast lets you target keywords\u2013does it deserve your dollars?\nAnybody Want Fajitas? – From sizzles to sax riffs, the joy of effective sonic branding\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nHere Comes the Boom\nThe 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\u2019re using this week\u2019s 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\u00a0You Can Sip With Us, a society and culture mainstay, US-based true crime podcast\u00a0Murder in America, and Politicon law podcast\u00a0#SistersInLaw. Newly attained shows at a fire sale rate include the self-improvement podcast\u00a0Nice and Neat, the viral-social-media-focused show\u00a0Thick Threads, and the religious family-focused podcast\u00a0Growing Together with Kaelin & Kyrah Edwards. To learn more about what\u2019s still available, please click the link below for additional information.\nGet The Deal\n\nGoing Through the Looking Glass\nGlassbox 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\u2019re looking to partner with select clients, and in that same spirit of partnership, they\u2019re offering reduced rates (sometimes 50% off) through 2022. Highlights amongst the available selections include\u00a0I Might Be Wrong, a podcast hosted by former Senior Writer for\u00a0Last Week Tonight, Jeff Maurer, long-running deep dive true crime podcast\u00a0The Fall Line, internet comedian\u00a0God Pod, and the always nerdtastic\u00a0Star 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.\nGet The Deal\n\nIn Case You Missed It\nThe Seven Warnings From Radio\nWe start things off and spend most of our time on a two-part article written by this week\u2019s 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.\nSaid Mistake Highlights:\n\nDon’t destroy the medium with ads\nDon’t neglect up-and-coming talent\nDon’t be content with content – evolve to meet future entertainment needs.\n\nHot Take for Marketers: Podcasting is a little like your favorite indie band going mainstream.\nChange is inevitable as podcasting reaches wider audiences and gains interest from major investment partners.\n\nHowever, 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.\n\nTom shares his reasons for writing the article, and the team chimes in on what they believe will come to the medium we all love.\nRead More\nAudio is a\u00a0Safe Haven\nGiven 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.\nAccording to the study, seven in ten people surveyed agree that misinformation is \u201can issue\u201d that is getting out of control, but when it comes to where they find misinformation, audio is not the problem.\nTraditional 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.\nIf you\u2019re looking for a deeper level of Brand Safety, we\u2019ve got better news on new tools –\u00a0email us\u00a0for more info.\nRead More\nAcast Adds More Targeting Capabilities\nAdWeek recently published an article outlining Acast\u2019s 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.\nIn 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\u2019t cookie-cutter episode to episode. Granular targeting and influencer marketing are the easiest ways to move through the current economic downturn.\nRead More\nBeeyoonbooooomch-ch!!! Sonic Branding\nMarketers 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\u2019re ready to create your HBO or Netflix App \u201cLaunch Sound,\u201d McDonald\u2019s \u201cDa-Da-Da-Da-Da,\u201d or Shopify\u2019s \u201cCha-Ching,\u201d we can help.\nRead More\n\nThis Week in Great Podcast Reads\nPodcast Superteam Defends Oral Care\nMake no mistake about it; getting people\u2019s 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\u00a0Talk From Superheroes\u00a0podcast offers us a perfect example. The narrative is host Andrew Ivimey\u2019s testimonial for the hero of the story,\u00a0quip. Andrew recounts how his neglected oral care led him to rely on aligners and how quip\u2014the lightweight, sleek electric toothbrush\u2014came to the rescue as it\u2019s done for 7 million other mouths. Of course, this is all in a day\u2019s work for the Talk From Superheroes team. If you\u2019re interested in them doing the same for your brand, we\u2019re your batline.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1494,"title":"Media Round Table: Industry Edition - November 30","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/11\/4ddcb91a-3279-4dfa-adeb-69a98b5c3d20_Untitleddesign.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-round-table-industry-edition-november-30\/","date":"November 30, 2022","description":"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\u2019s dig in.\nHosting is Oxford Road\u2019s 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.\nAt the top of everyone\u2019s mind:\n\nWarnings from Radio – 7 mistakes Podcasts can learn from Radio.\nThat Sounds\u2026 Wrong – Who\u2019s responsible for flagging misinformation?\nKeep Searching \ufe0f – Acast lets you target keywords\u2013does it deserve your dollars?\nAnybody Want Fajitas? – From sizzles to sax riffs, the joy of effective sonic branding\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nRadio’s Seven Warnings for the Podcast Industry\nAmericans See Audio As Safe Haven In Deepening Sea Of Misinformation\nAcast Adds Keyword Targeting Capabilities for Advertisers\n\u200b\u200bHow Brands are Using Sonic Branding Beyond Advertising\nTikTok’s Secret Weapon Has Always Been Audio","landing_redirection":""},{"id":1469,"title":"How Nutrition Labels Identify 3,000 Calorie Meals and Safer Content, Dinner Table Approved Podcast Opps: Thanksgiving Fun; Solomon Gives Thanks","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/11\/MotivationalPodcastCover3.png","image_alt":"the influencer","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/its-turkey-time-cheerful-thanksgiving\/","date":"November 23, 2022","description":"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\u2019s 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.\nKnowing what we\u2019re consuming at the dinner table at McDonald\u2019s is easy because grocery stores and restaurants have nutrition labels readily available. But what about content? How do you know that the programs you\u2019re 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.\nIntroducing nutrition labels for content.\nFinally, there is a practical solution to brand safety that doesn\u2019t require massive blacklists or de-platforming but instead is managed responsibly through outside trustworthy third parties.\nLast week, The Association of National Advertisers published Oxford Road Founder and CEO\u00a0Dan Granger\u2019s manifesto\u00a0on how content nutrition labels work and how they can reshape the media landscape for the better.\nIf 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\u2019t 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,\u00a0email us\u00a0to set up a demo of what we\u2019re up to.\nThe rest of this week\u2019s edition, like your Thanksgiving Meal, is full of mostly nutritional items but with just enough junk to keep it interesting.\nFrom the entire team here at Oxford Road, Happy Thanksgiving and influence responsibility.\nClick here to read the article in its entirety\n\nThe Classifieds\n\nA Classified in Apple Pie Order\nThis 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\u2019s 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\u00a0Yellowstone, one of America\u2019s 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.\nGet The Deal\n\nThe Spoken Word Meets the Written Word\nLet\u2019s 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,\u00a0The Book Review\u00a0is 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\u00a0Fleishman Is in Trouble, the works of N.K. Jemison, and Pulitzer Prize-winning works of the past decade.\u00a0 Much like the Times\u2019 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.\nGet The Deal\n\nIn Case You Missed It\nBe The Smartest Turkey At The Table\nCreating an interesting conversation with friends and family is challenging. Be the most interesting person at the table with Good Housekeeping\u2019s 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\u2019re welcome. For those who won\u2019t read the article, the answer is Thomas Jefferson.\nRead More\nHoliday Classic Not How You Remembered\nThere 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\u00a0Fatherly\u00a0shares how rewatching the Peanuts gang navigate through Thanksgiving as an adult hits a little differently. The 25-minute special, created by cartoonist\u00a0Charles M. Schulz, won the Emmy Award for outstanding individual achievement in children\u2019s programming in 1974. Viewers today may find it more melancholy than they remember.\nRead More\nTurkey for You and Turkey for Me\nNo Thanksgiving season would be complete without Adam Sandler\u2019s\u00a0The Thanksgiving Song\u00a0from SNL in 1992 – Plus, we promised some junk. Happy Thanksgiving.\nRead More\n\nThis Week in Great Podcast Reads\nSolomon Gives Thanks and Shares the Savings\nBreaking news stories that make waves is what John Solomon does best, so he\u2019s no stranger to the backlash, but one type of crowd he refuses to go up against is the Black Friday crowd. He\u2019ll be damned if he or any of his\u00a0John Solomon Reports\u00a0podcast 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\u00a0Tommy 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\u2019s ultra-comfortable loungewear.\u00a0 He invites everyone to share in the savings with the \u2018Before Black Friday\u2019 deal. Having a presence in Podcast, TV, and Online like John Solomon, can only help get this message out further.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4462,"title":"Media Roundtable Industry Edition Returns; Fiction Podcast\u2013The Next Big Thing; Everything You Need to Know About Podcast Advertising and Then Some","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-returns-fiction-podcast-the-next-big-thing-everything-you-need-to-know-about-podcast-advertising-and-then-some\/","date":"November 16, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling media nutrition labels, Twitter\u2019s problems, and more.\nReturning to host is Oxford Road\u2019s founder and CEO Dan Granger, along with fellow Oxford Road experts\u00a0Spencer Semonson,\u00a0Stew Redwine, and\u00a0Neal Lucey.\nThe 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 \u2013 check back next week for a proper breakdown.\nAfter that, the team discusses the following:\n\nMaybe Wait and See – How brand-unsafe is advertising on Twitter right now?\nWelcome to the Party – Nearly 2,000 new brands spent on podcasts in Q3\u2013what\u2019d they learn?\nThe Perfect Ad Length \u23f3- Longer than you think\u2026 with a catch.\nGoing Global – The one check before advertising globally.\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\n\nThe Classifieds\n\nGet Fired Up About The Classified Below\nFiction 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,\u00a0 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\u2019t raise a five-alarm fire about what to test next. Click below for more details.\nGet The Deal\n\nThere\u2019s Gold in Them Thar Hills\nRealm 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,\u00a0Blood & 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.\nGet The Deal\n\nIn Case You Missed It\nTwitter Part 2\nSince 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\u2019re an advertiser, our recommendation remains unchanged; it\u2019s probably best to sit out from Twitter for now.\nRead More\n2,000 New Brands on Podcast\nThe 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\u2019t 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.\nRead More\n\u00a0Podcast Advertising Universally Boosted Brand Metrics\nLast week, AdAge released an article that shares how Podcast advertising amplifies consumers\u2019 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, \u201cno shit.\u201d Longer creative helps marketers make a more compelling case to buy, but it\u2019s not indicative of Podcast\u2019s ability to persuade; it\u2019s more about Podcast\u2019s ability to allow for longer content. However, our panel warns that just because you can go long in Podcast, you must, as Ogilvy said, \u201ctell the truth, but make it interesting.\u201d\nRead More\nGlobal Podcast Forecast\nNews about Podcast\u2019s merits isn\u2019t 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\u2019re looking to expand your efforts globally, Podcast may just be the way to get you there, but if you need a guide, we\u2019re paving the way.\nRead More\n\nThis Week in Great Podcast Reads\nWhen It Comes to Fighting Hair Loss They Get It\nIt\u2019s safe to say there\u2019s not a whole lot Ashely and Lauren Laconetti won\u2019t share on their podcast\u00a0I Don\u2019t Get It, especially if it\u2019s for the benefit of their audience. After all, they hail from the world of reality tv\u2014the Bachelor to be exact\u2014where 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\u00a0Nutrafol, a one hundred percent drug-free botanical supplement. If the opening line of the read is any indication of its efficacy listeners won\u2019t have much to worry about for very long. Don\u2019t let the name of this podcast fool you; these ladies know exactly what they\u2019re doing when it comes to product endorsements.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nStew on Making the Most Out of Your Podcast Creative\nOxford Road\u2019s own Stew Redwine joined the\u00a0Join Up Dots\u00a0business podcast last week to talk about creating the most effective advertising for your podcast campaign. Tune in to learn:\n\nHow to build trust in a product which then translates into a persuasive ad.\nHow to create an offer that encourages listeners to take action now.\nA quick \u201cHistory of Advertising 101\u201d lesson from Professor Redwine.\nLearn how to get out of the way and stop asking for permission from people who don\u2019t need to give it.\nFinally, the two break down the nine key Audiolytics\u2122 components so you can write the most effective ads for your business.\n\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1495,"title":"Media Roundtable: Industry Edition - November 16","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/11\/4917a687-2da1-4a70-ac49-d5c9d2f0f4aa_Untitleddesign.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-november-16\/","date":"November 16, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling media nutrition labels, Twitter\u2019s problems, and more.\nReturning to host is Oxford Road\u2019s founder and CEO Dan Granger, along with fellow Oxford Road experts\u00a0Spencer Semonson,\u00a0Stew Redwine, and\u00a0Neal Lucey.\nThe 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 \u2013 check back next week for a proper breakdown.\nAfter that, the team discusses the following:\n\nMaybe Wait and See – How brand-unsafe is advertising on Twitter right now?\nWelcome to the Party – Nearly 2,000 new brands spent on podcasts in Q3\u2013what\u2019d they learn?\nThe Perfect Ad Length \u23f3- Longer than you think\u2026 with a catch.\nGoing Global – The one check before advertising globally.\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nTwitter Part 2\n2,000 New Brands on Podcast\nPodcast Advertising Universally Boosted Brand Metrics\nGlobal Podcast Forecast","landing_redirection":""},{"id":1529,"title":"Amazon\u2019s Podcasts Moves; Circumnavigating Podcast with Magellan; Aussies Like Their Podcasts; Oxford Road\u2019s CEO Discusses Preparing For Recession","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/11\/websitesquares.png","image_alt":"november","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/welcome-to-the-second-week-of-novemberthat-special\/","date":"November 9, 2022","description":"Welcome to the second week of November\u2013that special quiet time before everything goes into full-on holiday mode. The biggest news of the week is from yesterday\u2019s\u00a0midterm election. While Republicans expected a \u201cred wave\u201d to cover the land like Trump\u2019s 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\u2013we will share our thoughts on what this means after the dust settles in next week\u2019s Media Roundtable podcast.\nThis week’s edition is packed with two self-improvement podcasts that will improve your campaign\u2019s 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.\n\nThe Classifieds\n\nWho\u2019s on First? No, it\u2019s Swisher\nPodcastOne 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.\nGet The Deal\n\nPodcasting Runs in the Family\nOur clients\u2019 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.\u00a0Chrisley Knows Best\u00a0and\u00a0Growing Up Chrisley\u00a0star Savannah Chrisley is already seeing massive success with this newest podcast, partly because of her famous family\u2019s 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.\u00a0 Additional Chrisley family podcasts, such as\u00a0Coffee Convos\u00a0and\u00a0Chrisley 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.\nGet The Deal\n\nIn Case You Missed It\nAd-Free Podcasts on Amazon?\nAmazon is trying its best to become a true player in the podcast space and to do so, they\u2019re 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\u2019 ability to scale.\nRead More\n\u00a0Podcast Holding Strong\nMagellan\u2019s 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.\nRead More\nAussies Like Their Podcasts Too\nNow for a bit of podcast news from down under. In case you weren\u2019t aware, podcasts are a big deal in Australia. And it\u2019s getting bigger\u2013Podcast advertising grew by 33% year on year compared to Q3 2021 and shows no signs of slowing. If you\u2019re a brand with a presence in Australia, Podcast could be one of the most cost-effective ways to advertise.\u00a0Click Here\u00a0to learn more.\nRead More\n\nThis Week in Great Podcast Reads\nImprove Your Income, Reduce Your Inflammation\nInvesting in Real Estate with Clayton Morris\u00a0is 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\u2019ve ever experienced inflammation. You might think this podcast is not where you\u2019d find such a solution, but you haven\u2019t heard his read for Humann\u2019s\u00a0Tart Cherry Gummies\u00a0yet, Clayton\u2019s 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\u2122 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHow to Prepare for a Recession\nOxford Road\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4468,"title":"All-Star Oxford Road Team Joins Media Roundtable; Halloween is Over, But Spooky Podcasts Prevail; James Ingrassia Shares Podcast Trade Secrets","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/all-star-oxford-road-team-joins-media-roundtable-halloween-is-over-but-spooky-podcasts-prevail-james-ingrassia-shares-podcast-trade-secrets\/","date":"November 2, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling free speech and brand safety. Let\u2019s dig in.\nReturning to host is Oxford Road\u2019s founder and CEO Dan Granger, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and Steven Abraham.\nAt the top of everyone\u2019s mind:\n\nLetting that Sink In – What Elon\u2019s shakeup will mean for Twitter advertisers.\nA Head\u2019s Up Would\u2019ve Been Nice – Should Lex Fridman have warned his sponsors about Kanye West?\nCandy Crush Always Crushes – Gaming: a recession-proof channel for marketers?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nParanormal Podcast Takes Us to Haunted Locales\nWhile 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.\nGet The Deal\n\nA Laugh with a Dose of Lunacy\nThe lighter choice of these devilish delights, Ghosted! It\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nChief Twit\u2019s First Week\nFrom a dad joke that fell flat to a mass lay-off of employees to charging $8 for the coveted blue checkmark, Elon\u2019s first week as Twitter\u2019s 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.\nRead More\nThe 100% Brand Safe Podcast Doesn\u2019t Exist\nYe has gone off the rails (again), and his storm recently landed on the Lex Fridman Podcast, a show that we\u2019ve 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\u2019s safe for a brand, couldn\u2019t help. How do we navigate from a brand safety perspective? Our panel\u2019s consensus is that networks need to give advertisers a heads-up when potentially polarizing guests are booked to ensure they\u2019re not advertising on the content they don\u2019t want to be on. The silver lining to all this is that we\u2019re getting some networks to agree to share potentially controversial guests in advance so we can do that!\nRead More\nRecession-Proof Industries?\nA Microsoft exec recently said that gaming is \u201csomewhat resilient\u2019 to economic weakness.\u201d 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.\nRead More\nPodcast In Its Hay Day\nOxford Road\u2019s resident data junkie Neal Lucey shared findings from NPR and Edison Research\u2019s recent Spoken Word Report. According to the report, Podcast is the preferred platform (by just a hair) over terrestrial for personalities. We\u2019ve seen this shift happening for years, and there is no looking back – Podcast is in its hay day.\nRead More\nTikTok Podcast App?\nSpringboarding 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 \u201crecently registered a trademark for TikTok Music which includes the provision for podcast content; and the company is already talking to record companies.\u201d 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.\nRead More\n\nThis Week in Great Podcast Reads\nJade + X.D. + TUSHY\nIt\u2019s 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\u2014or in this case, sit over\u2014it really comes down to believing in it. That\u2019s what you\u2019ll hear in Jade + X.D.\u2019s read for the\u00a0TUSHY bidet, the cleaner and more efficient alternative to toilet paper. Aside from learning Jade\u2019s many creative euphemisms for our darkest of tunnels\u2014be prepared to laugh and grimace at the same time\u2014you\u2019ll learn how much of a diehard Tushy fan she is. Spoiler: it\u2019s so much that she won\u2019t go anywhere without her TUSHY travel bidet. \u201cI can\u2019t live my life without this anymore\u201d 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nJames Ingrassia Shares Podcast Trade Secrets\nOxford Road\u2019s own James Ingrassia\u00a0joined The Podcast Advertising Playbook to talk a little bit about the secret sauce in planning successful podcast campaigns. James and Host\u00a0Heather Osgood\u00a0discuss:\n\nLook-a-like audiences and how they can influence your campaigns.\nThe similarities between old-school radio ads and newer podcast ads\nWhy you should implement a \u201chow\u2019d you hear about us\u201d survey even in 2022\nHow podcast hosts as influencers impact ad campaign performance\nWhy podcast advertising is not as easy as you might think\n\nWhether you\u2019re a podcast advertising veteran or looking into it for the first time, getting a peek inside James\u2019 Podcast Playbook is time well spent.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1530,"title":"The Media Roundtable: Industry Edition - November 2","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/11\/e0924277-d7b4-4968-9907-ce94645b8bfa_websitesquares.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-november-2\/","date":"November 2, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling free speech and brand safety. Let\u2019s dig in.\nReturning to host is Oxford Road\u2019s founder and CEO Dan Granger, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and Steven Abraham.\nAt the top of everyone\u2019s mind:\n\nLetting that Sink In – What Elon\u2019s shakeup will mean for Twitter advertisers.\nA Head\u2019s Up Would\u2019ve Been Nice – Should Lex Fridman have warned his sponsors about Kanye West?\nCandy Crush Always Crushes – Gaming: a recession-proof channel for marketers?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\nChief Twit\u2019s First Week\nFrom a dad joke that fell flat to a mass lay-off of employees to charging $8 for the coveted blue checkmark, Elon\u2019s first week as Twitter\u2019s 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.\nRead More\nThe 100% Brand Safe Podcast Doesn\u2019t Exist\nYe has gone off the rails (again), and his storm recently landed on the Lex Fridman Podcast, a show that we\u2019ve 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\u2019s safe for a brand, couldn\u2019t help. How do we navigate from a brand safety perspective? Our panel\u2019s consensus is that networks need to give advertisers a heads-up when potentially polarizing guests are booked to ensure they\u2019re not advertising on the content they don\u2019t want to be on. The silver lining to all this is that we\u2019re getting some networks to agree to share potentially controversial guests in advance so we can do that!\nRead More\nRecession-Proof Industries?\nA Microsoft exec recently said that gaming is \u201csomewhat resilient\u2019 to economic weakness.\u201d 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.\nRead More\nPodcast In Its Hay Day\nOxford Road\u2019s resident data junkie Neal Lucey shared findings from NPR and Edison Research\u2019s recent Spoken Word Report. According to the report, Podcast is the preferred platform (by just a hair) over terrestrial for personalities. We\u2019ve seen this shift happening for years, and there is no looking back – Podcast is in its hay day.\nRead More\nTikTok Podcast App?\nSpringboarding 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 \u201crecently registered a trademark for TikTok Music which includes the provision for podcast content; and the company is already talking to record companies.\u201d 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.\nRead More","landing_redirection":""},{"id":4471,"title":"Podcasts That Kill; Industry Takeovers; Shapeshifting Media Networks; Zombie Sports Broadcasters; And a Puppet Master Controlling Your Every Move","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasts-that-kill-industry-takeovers-shapeshifting-media-networks-zombie-sports-broadcasters-and-a-puppet-master-controlling-your-every-move\/","date":"October 26, 2022","description":"The spookiest edition of the year is here. We start with pop-culture podcasts that would murder your KPI goals if you\u2019re brave enough to test them.\nNext, we move into a chilling edition of our \u201cIn Case You Missed Its,\u201d 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.\nFinally, 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.\nReading 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.\n\nThe Classifieds\n\nKatherine Kennedy Remains a Cultural Chameleon\nPopular culture can fall within a broad criterion, so we\u2019re 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.\nGet The Deal\n\nAll Your Burning Questions Will Be Answered\nMany 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\u2019s song\u00a0Friday. 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.\nGet The Deal\n\nIn Case You Missed It\nSpotify\u00a0– Plans for World Domination\nWith major acquisitions,\u00a0massive revenue growth, and a bit of\u00a0controversy, 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\u00a0audiobooks, a new\u00a0platinum tier, and a bullish view on existing\u00a0ad opportunities, Spotify\u2019s ad revenues will increase nearly 50% this year, totaling $1.15 billion, and $2.13 billion by the end of 2024. If you haven\u2019t tested Spotify in the past six months – it\u2019s 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.\nRead More\nHeadline: Video Shapeshifters\nYouTube 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.\nRead More\nI’m A Friend of Sarah Connor\nThis week in how AI both scares and intrigues us, Stats Perform, and Veritone announced\u00a0Opta 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\u00a0cyborgs from the future\u00a0reach out to these creators.\nRead More\n\nThis Week in Great Podcast Reads\nHe Does it Live\nGetting people\u2019s attention is not hard when your name\u2019s Bill O\u2019Reilly. Keeping it can be more work, but a decades-long career shows us he hasn\u2019t 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\u2014Bambee. Who better to deliver Bambee\u2019s 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\u00a0No Spin News and Analysis\u00a0podcast, delivered in that signature style, saying a thousand extra words with emphasis on of a few.\u00a0 There\u2019s no going wrong when you\u2019ve got a voice like this reading your copy.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4475,"title":"Special Guest Bryan Barletta Joins Media Roundtable: Industry Edition; Gen Z\u2019s Podcast Takeover; Hey Riddle Riddle\u2019s Reads Rocket Past The Competition","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/special-guest-bryan-barletta-joins-media-roundtable-industry-edition-gen-zs-podcast-takeover-hey-riddle-riddles-reads-rocket-past-the-competition\/","date":"October 19, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling legitimacy\u2013from partners grading their own homework to watermarking voices. You won\u2019t want to miss it.\nHosting is Oxford Road\u2019s very own Head of Marketing, Jennifer Laine, along with fellow Oxford Road experts Stew Redwine and Neal Lucey. And we\u2019re welcoming special guest Bryan Barletta of Sounds Profitable, a newsletter about the business of podcasting (a must-read if you\u2019re making or spending money on podcasts).\nAt the top of everyone\u2019s mind:\n\n\u201cAds: A Netflix Original\u201d – How Netflix builds trust in their new ad-supported tier.\nGhosts in the Machine Learning – Joe Rogan and Steve Jobs\u2019s creepy\/cool AI chat.\nFrequency Cap Issues? – Checking the data on conventional wisdom.\nI Like Those Odds – ESPN + DraftKings = Legitimizing sports betting?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nMinecrafters Build Themselves a Podcast Audience\nGen 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\u2019s classifieds. Our first selection comes from Night Media and is hosted by Minecraft YouTubers Sapnap,\u00a0GeorgeNotFound, and\u00a0Karl Jacobs. Altogether they boast a combined 18.9 million followers and have been climbing the Spotify charts since the show premiered in September. They\u2019re 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.\nGet The Deal\n\nAnonymous Callers Bring Taboo Topics to Light\nJoe 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\u2019s 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\u2019s 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Frequency Caps?\nThis article was brought to the panel by our own Neal Lucey as a potential topic, but unbeknownst to him, the article\u2019s author was to be a guest on this week\u2019s 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\u2019s 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.\nRead More\nNetflix Ad Free No More\nThey\u2019ve 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\u2019re supposed to and confirm ads are viewed according to industry standards. Regardless, the available impressions for streaming advertisers just got a whole lot bigger.\nRead More\nAudio Gets Its Day in the Sun\nANA\u2019s recent message to advertisers is \u201cAudio Is A Powerhouse Medium,\u201d and most brands under-invested in the medium. This week\u2019s 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\u2019t fully tested into audio – now\u2019s the time.\nRead More\nPlace Your Bets\nEarlier this month, Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. As a result, DraftKings\u2019 stock rose as much as 8.8% in response to the news. This week\u2019s 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\u2019t have to be a sportsbook marketer to imagine how localized creative could reinvigorate your campaign.\nRead More\nThe Rise of The Fake Interview\nThe Influencer covered the fake, AI-generated interview between Joe Rogan and Steve Jobs in last week\u2019s 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nHe\u2019s a Rocket Money Man\nThree of Chicago\u2019s most skilled improv performers have made it their business to solve the most brain-stumping riddles of the modern world. Hey Riddle Riddle\u00a0is the podcast where you can listen to these sharp minds in action, but more accurately, it\u2019s where you can listen to them run amuck, entertaining you on all topics, not just riddles. If this group\u2019s buffoonery doesn\u2019t keep you engaged\u2014even just a little\u2014you might want to check that your soul is still intact. Take their ad read for\u00a0Rocket 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\u2019t understand your true feelings about saving money on subscriptions until you\u2019ve heard them voiced through the mouth of Erin Keif. That\u2019s not part of their act; it\u2019s just what this group does.\nListen Here\nContact us for a Consultation\u00a0\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1526,"title":"The Media Roundtable: Industry Edition - October 19","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/10\/82c24d0a-c305-4ef4-a1c5-e5f37048bac6_websitesquares.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-october-19\/","date":"October 19, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling legitimacy\u2013from partners grading their own homework to watermarking voices. You won\u2019t want to miss it.\nHosting is Oxford Road\u2019s very own Head of Marketing, Jennifer Laine, along with fellow Oxford Road experts Stew Redwine and Neal Lucey. And we\u2019re welcoming special guest Bryan Barletta of Sounds Profitable, a newsletter about the business of podcasting (a must-read if you\u2019re making or spending money on podcasts).\nAt the top of everyone\u2019s mind:\n\n\u201cAds: A Netflix Original\u201d – How Netflix builds trust in their new ad-supported tier.\nGhosts in the Machine Learning – Joe Rogan and Steve Jobs\u2019s creepy\/cool AI chat.\nFrequency Cap Issues? – Checking the data on conventional wisdom.\nI Like Those Odds – ESPN + DraftKings = Legitimizing sports betting?\n\nShort on time? A recap of each topic is shared below, but for industry insights, you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\nPodcast Frequency Caps?\nThis article was brought to the panel by our own Neal Lucey as a potential topic, but unbeknownst to him, the article\u2019s author was to be a guest on this week\u2019s 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\u2019s 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.\nRead More\nNetflix Ad Free No More\nThey\u2019ve 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\u2019re supposed to and confirm ads are viewed according to industry standards. Regardless, the available impressions for streaming advertisers just got a whole lot bigger.\nRead More\nAudio Gets Its Day in the Sun\nANA\u2019s recent message to advertisers is \u201cAudio Is A Powerhouse Medium,\u201d and most brands under-invested in the medium. This week\u2019s 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\u2019t fully tested into audio – now\u2019s the time.\nRead More\n\u00a0Place Your Bets\nEarlier this month, Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. As a result, DraftKings\u2019 stock rose as much as 8.8% in response to the news. This week\u2019s 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\u2019t have to be a sportsbook marketer to imagine how localized creative could reinvigorate your campaign.\nRead More\nThe Rise of The Fake Interview\nThe Influencer covered the fake, AI-generated interview between Joe Rogan and Steve Jobs in last week\u2019s 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\u2019s 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.\nRead More","landing_redirection":""},{"id":4479,"title":"Mental Health Podcasts that Perform; Adnan is Free; Interviews with Ghosts Courtesy of AI; Unlikely Connections Between Brand and Host","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mental-health-podcasts-that-perform-adnan-is-free-interviews-with-ghosts-courtesy-of-ai-unlikely-connections-between-brand-and-host\/","date":"October 12, 2022","description":"Fall is here, and Q4 is in full swing. This week\u2019s Influencer comes to you with a slower-than-usual news week which is fine by us because we\u2019re focusing on\u00a0mental health.\nWe 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.\nWe\u2019re 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.\nAdditionally, 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.\nAnd 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.\n\nThe Classifieds\n\nIf You Can\u2019t Make Your Own Serotonin, Store-Bought is Fine\nOctober is Mental Health Awareness month, and we\u2019re highlighting two phenomenal Mental Health agency performers for this week\u2019s 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.\nGet The Deal\n\nThe Doctor Will See You Now\nDr. Caroline Leaf is a cognitive neuroscientist and mental health expert, so you could say she\u2019s a better source of truth than your best friend over a round of cocktails. Praised by colleagues and listeners alike, Dax\u2019s 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\u2019re interested in grabbing your own mental mop and broom.\nGet The Deal\n\nIn Case You Missed It\nSerial Season 1 Episode 13\nMost would agree that\u00a0Serial\u00a0was the launch of the podcast revolution, and this week, eight years after the show\u2019s debut,\u00a0Serial\u00a0released the final episode –\u00a0Adnan 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\u2019t 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.\u00a0 Can justice and fairness be brought forth through solid journalism and media? It seems so. This classified section was brought to you by MailChimp.\nRead More\nJoe Rogan\u2019s Exclusive Interview with Steve Jobs\nThe power of AI is being tested everywhere. While we see the strides we\u2019re making in AI-generated art from sites like\u00a0Dall-E, to AI transcription services, there are still massive gaps in overcoming the uncanny valley. Case in point, \u201cJoe Rogan\u2019s\u201d recent interview with Steve Jobs.\nA 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\u2019s exclusive interview with Post Malone may be forthcoming.\nRead More\n\nThis Week in Great Podcast Reads\nDave\u2019s Answer to the Part of the Problem\nWhat do plants have to do with improving mental health? As we learn from Dave Smith\u2019s 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.\nFinding a unique way to connect a brand to a show\u2019s content doesn\u2019t always run a straight line. A brand like\u00a0Fast Growing Trees\u00a0doesn’t have to stick to home improvement or gardening shows.\u00a0 If you find an honest connection between brand and host, and it\u2019s executed correctly, shows like Dave\u2019s\u00a0Part Of The Problem\u00a0can be a success story in a sea of unlikely performers.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nSave the Live Read and Add Nutrition Labels\nRegular 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\u00a0The Pozcast\u00a0podcast to discuss these near and dear topics along with the formation story of Oxford Road and where he thinks the industry is headed.\nRead More\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1520,"title":"Oxford Road Founder & CEO was a Guest on POZCAST","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f3ce6a56-c17e-456c-ab4c-1ee35af40aa9_10.12.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-founder-ceo-was-a-guest-on-pozcast\/","date":"October 12, 2022","description":"Fall is here, and Q4 is in full swing. This week\u2019s Influencer comes to you with a slower-than-usual news week which is fine by us because we\u2019re focusing on\u00a0mental health.\u00a0\nWe 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.\u00a0\nWe\u2019re 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.\nAdditionally, 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.\nAnd 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.\u00a0\nRead Here","landing_redirection":""},{"id":4483,"title":"Media Roundtable Industry Edition Returns; Podcasters Gaming the System?; The Cost of Attention; Jason Bourne\u2019s New Fav. Podcast","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-7-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-returns-podcasters-gaming-the-system-the-cost-of-attention-jason-bournes-new-fav-podcast\/","date":"October 5, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling key metrics: what\u2019s a sham and what\u2019s worth shelling out for. Listen up to avoid pulling a Wanamaker.\nLeading the charge is Oxford Road\u2019s VP of Creative Services, Stew Redwine, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and James Ingrassia.\nAlso bringing deep insider knowledge is special guest Alyssa Meyers, a reporter at Morning Brew\u2019s always insightful Marketing Brew Newsletter. (A great subscribe\u2013it will easily be your second favorite marketing newsletter).\nAt the top of everyone\u2019s mind:\n\nGaming the System – Mobile game ads = junk podcast downloads?\n\u201cYou had my curiosity, but now\u2026\u201d – What kind of attention is worth paying extra for?\nSorry, Dan Carlin – How long is the perfect podcast?\nThe Most Interesting Fake Man in the World? Fictional characters are shilling for real products.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nPreschool and Pop Culture Find Podcast Home\nHalf of the cutest couples on YouTube, Kelsey Kreppel, is finally getting her very own podcast from Dear Media. \u00a0Kelsey is currently engaged to massive comedy YouTuber Cody Ko, helms her successful vlog\u00a0channel, 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\u2019s 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.\u00a0 Don\u2019t pretend you\u2019ll circle back later. Click the link below now.\nGet The Deal\n\nSelf-Help Yourself to a Classified\nMel 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\u2019s weaknesses, strengths, qualms, and needed motivational tools, making her one of the most popular speakers working today.\u00a0 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\u2019s 5-second rule, make a quick decision to click the link below for more information.\nGet The Deal\n\nIn Case You Missed It\nPodcasters Gaming the System?\nBack 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 \u201crewarded inventory,\u201d 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\u2014a 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.\nThe fact that this is happening raises major questions about the definition of a \u201clisten\u201d 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\u2019t 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.\nRead More\nPaying for Attention\nAt the Mi3-LinkedIn B2B Next Summit last month, Professor Byron Sharp broadsided marketers in\u00a0 an attempt to bring them back to the \u201cfundamentals of advertising.\u201d In his presentation, Sharp commented, \u201cour job is to get some attention…I don\u2019t want to do advertising and not be seen. But after that, paying for a lot more? No.\u201d In response, marketing doctor Mark Ritson wrote an opinion piece for MarketingWeek, that stood counter to Sharp\u2019s 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.\nSo 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\u2019s 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.\nRead More\nPodcast Episodes Are Getting Shorter\nHow long is the typical Podcast? According to podcast data company Rephonic, it\u2019s 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\u2019re producing, it\u2019s 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\u2019t cram more commercials into a smaller window, shorter content should fare well.\nRead More\nThe 5th, 6th, and 7th \u201cP\u2019s\u201d Of Marketing?\nLooks like there may be three more P\u2019s hitting your marketing arsenal, and they\u2019re \u201cPodcast Product Placement\u201d. Scripted fiction podcasts are playing with the idea of including what they call \u201cin-universe brand creative,\u201d which is basically product placements we\u2019ve 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.\nRead More\nIf Tell You, I Have to Kill You\nEveryone 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\u2013it even made it onto SNL last week.\nRead More\n\nThis Week in Great Podcast Reads\nTim Ferris and Shopify Have Got Personal History\nEntrepreneur, best-selling author, lifestyle guru, podcast host, we can keep going, but there\u2019s an easier way to say it: Tim Ferris. When you\u2019re 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\u2014one that\u2019s been years in the making. That\u2019s exactly what we did on The Tim Ferris Show\u00a0with his recent ad read for \u00a0Shopify, the all-in-one commerce platform for entrepreneurs to start and grow their businesses. Tim and Shopify\u2019s relationship goes way back, as you\u2019ll hear in this account of how he witnessed the company\u2019s growth into staggering figures from their humble beginnings. What better evidence can a podcast host offer than the firsthand experience of a brand\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1536,"title":"Media Roundtable: Industry Edition - October 5","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/10\/3cf7752f-d25b-442a-ba3e-a04bdd8a3b6c_October5.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-october-5\/","date":"October 5, 2022","description":"This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling key metrics: what\u2019s a sham and what\u2019s worth shelling out for. Listen up to avoid pulling a Wanamaker.\nLeading the charge is Oxford Road\u2019s VP of Creative Services, Stew Redwine, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and James Ingrassia.\nAlso bringing deep insider knowledge is special guest Alyssa Meyers, a reporter at Morning Brew\u2019s always insightful Marketing Brew Newsletter. (A great subscribe\u2013it will easily be your second favorite marketing newsletter).\nAt the top of everyone\u2019s mind:\n\nGaming the System – Mobile game ads = junk podcast downloads?\n\u201cYou had my curiosity, but now\u2026\u201d – What kind of attention is worth paying extra for?\nSorry, Dan Carlin – How long is the perfect podcast?\nThe Most Interesting Fake Man in the World? Fictional characters are shilling for real products.\n\nShort on time? A recap of each topic is shared below, but for industry insights you won\u2019t get anywhere else, hear the full episode by clicking the link below.\nListen Here\nWatch Here\nPodcasters Gaming the System?\nBack 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 \u201crewarded inventory,\u201d 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\u2014a 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.\nThe fact that this is happening raises major questions about the definition of a \u201clisten\u201d 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\u2019t 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.\nRead More\nPaying for Attention\nAt the Mi3-LinkedIn B2B Next Summit last month, Professor Byron Sharp broadsided marketers in\u00a0 an attempt to bring them back to the \u201cfundamentals of advertising.\u201d In his presentation, Sharp commented, \u201cour job is to get some attention…I don\u2019t want to do advertising and not be seen. But after that, paying for a lot more? No.\u201d In response, marketing doctor Mark Ritson wrote an opinion piece for MarketingWeek, that stood counter to Sharp\u2019s 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.\nSo 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\u2019s 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.\nRead More\nPodcast Episodes Are Getting Shorter\nHow long is the typical Podcast? According to podcast data company Rephonic, it\u2019s 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\u2019re producing, it\u2019s 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\u2019t cram more commercials into a smaller window, shorter content should fare well.\nRead More\nThe 5th, 6th, and 7th \u201cP\u2019s\u201d Of Marketing?\nLooks like there may be three more P\u2019s hitting your marketing arsenal, and they\u2019re \u201cPodcast Product Placement\u201d. Scripted fiction podcasts are playing with the idea of including what they call \u201cin-universe brand creative,\u201d which is basically product placements we\u2019ve 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.\nRead More\nIf Tell You, I Have to Kill You\nEveryone 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\u2013it even made it onto SNL last week.\nRead More","landing_redirection":""},{"id":4488,"title":"A Week Off for The Media Podcasts for Hispanic Heritage Month; Podcasts Ain\u2019t What They Used To Be; Adam Levine Impropriety = Advertising Gold","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-8-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-week-off-for-the-media-podcasts-for-hispanic-heritage-month-podcasts-aint-what-they-used-to-be-adam-levine-impropriety-advertising-gold\/","date":"September 28, 2022","description":"As the Southeast prepares for Ian\u2019s most unwelcome arrival, and the crisp fall air starts to hit other parts of the country, buckle up! We\u2019re all plowing like a freight train into Q4 and onward into 2023.\nThis first autumnal edition of The Influencer is an off-week for our\u00a0Media Roundtable\u00a0podcast, but we\u2019re still hard at work, bringing you the media news you need to know as you sip on your 3rd pumpkin latte of the day.\nIn honor of Hispanic heritage month, this week\u2019s classified section highlights two podcasts that should be considered by all podcast advertisers, especially those looking to expand their reach to a multicultural audience.\nIn media news this week you may have missed, we\u2019ve 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.\nFinally, 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.\nIn 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\u2019s edition.\n\nThe Classifieds\n\nTodo Buena Onda\nFrom September 25th through October 25th, the United States celebrates Hispanic Heritage Month, a timeframe that highlights ten different countries\u2019 independence days. To embrace this incredible example of our country\u2019s 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.\nGet The Deal\n\nFuturo Mainstay Continues Journalistic Excellence\nMaria Hinojosa is an Emmy-winning journalist and the host of Market Enginuity\u2019s long-running podcast on Latinos living in the United States. Every week Hinojosa\u2019s authoritative voice narrates stories of the Latino community\u2019s bravery, innovation, pain, and prosperity. This investigative podcast parallels similar monoliths, such as This American Life\u00a0and\u00a0The Daily\u00a0while 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast is Radio\nAdnan Syed, from the true-crime podcast Serial, was\u00a0vacated\u00a0last 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\u00a0Media Roundtable\u00a0and generally one of the most opinionated people in Podcast,\u00a0Nick Quah\u00a0thinks it\u2019s a bygone era. In a thought piece written by Quah for Vulture last week, the Podcast critic laments all about the good ol\u2019 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\u2019s 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\u2019ve been\u00a0talking about for years.\nRead More\nTaming The Wild West\nOn the other side of the \u201cPodcast has become radio\u201d 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\u2019s streaming app and their extensive podcast network. Ken shares a reportedly true story where a prospective advertiser said, \u201cPodcasting is still the Wild West, I can\u2019t measure and attribute. I can\u2019t really target audiences.\u201d 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\u2019s \u201cclient\u201d that digital is still the Wild West, you\u2019re about five years behind in your thinking. Let\u2019s get you up to speed.\nRead More\nIt\u2019s Getting Harder and Harder to Breathe\nUnless you\u2019re 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\u00a0has set the\u00a0meme machine into high gear, and even big brands are jumping on board. Kraft\u2019s Velveeta, KFC, Jimmy John\u2019s, 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\u2013Low blow or capitalizing on an opportunity? Let us know your thoughts by clicking\u00a0here. For more advertising fun, last month,\u00a0Jack in the Box gave Luke Skywalker\u00a0his job back for a day. It\u2019s old but worth a watch if you have time.\nRead More\n\nThis Week in Great Podcast Reads\nWho Doesn\u2019t Love a Good Mystery Box?\nSometimes 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\u2019s not for everyone. However, the host of\u00a0The Steve Deace Show\u00a0is the first to say that he\u2019s not all that \u201cmanly\u201d (his words, not ours) and while he appreciates what\u00a0Battlbox\u00a0has to offer, speaking to survival gear is not really within his wheelhouse. But this doesn\u2019t stop the show from delivering one of the most honest and authentic reads ever. After tapping out,\u00a0 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\u2019t have to be a survivalist to appreciate. So despite not having a direct angle into a personal endorsement, we\u2019ve been able to navigate the challenge and come up with a solution that\u2019s better than it could have been otherwise. As a result, the show is one of the best-performing podcasts BattlBox has ever tested.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1484,"title":"A Week Off for The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3c4b91bc-fad9-48fd-b451-652a535e091c_9.28.22.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/as-the-southeast-prepares-for-ians-most-unwelcome\/","date":"September 28, 2022","description":"As the Southeast prepares for Ian\u2019s most unwelcome arrival, and the crisp fall air starts to hit other parts of the country, buckle up! We\u2019re all plowing like a freight train into Q4 and onward into 2023.\nThis first autumnal edition of The Influencer is an off-week for our\u00a0Media Roundtable\u00a0podcast, but we\u2019re still hard at work, bringing you the media news you need to know as you sip on your 3rd pumpkin latte of the day.\nIn honor of Hispanic heritage month, this week\u2019s classified section highlights two podcasts that should be considered by all podcast advertisers, especially those looking to expand their reach to a multicultural audience.\nIn media news this week you may have missed, we\u2019ve 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.\nFinally, 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.\nIn all seriousness, our thoughts go out to those affected by the hurricane – stay safe. Thanks for reading","landing_redirection":""},{"id":4493,"title":"Media Roundtable Goes Off The Rails; Swisher\u2019s Take on Silicon Valley; Podcast from the Girls Next Door; Smart Speaker Ads Get A Lot More Interesting","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-9-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-goes-off-the-rails-swishers-take-on-silicon-valley-podcast-from-the-girls-next-door-smart-speaker-ads-get-a-lot-more-interesting\/","date":"September 21, 2022","description":"This week\u2019s Media Roundtable: Industry Edition tackles the news marketers like you need to hear, including Industry layoffs, Spotify\u2019s podcast dominance, and why marketers need to take a deeper dive into your influencers before agreeing to anything.\nThis week, Kyle Jelinek hosts the episode alongside returning Oxford Road team members Dan Granger, Spencer Semonson, and Kristen Duenas. Listen as these \u201cAgents of Influence\u201d 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.\nAt the top of everyone\u2019s mind:\n\nNew brand safety measures account for what podcasters do outside of their shows\nBalancing subscription and ad-supported models\nSpotify turning web novels into podcasts\nNavigating the ad slowdown and content overload\nIn 2023 Alexa’s best answer will be\u2026 an ad?\n\nShort on time? A recap of each topic is shared below, but for the team\u2019s whole hot take, catch the full episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nSwish Swish Bish\nKara Swisher is THE tech news reporter and podcaster in the industry today. Fresh off her concluded podcast Sway, and with her current podcast\u00a0Pivot, 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.\u00a0 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.\nGet The Deal\n\nThese Angels Were the Centerfold\nReality 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nCreator Economy Not Immune to Economic Downturn\nWe\u2019ve 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 \u201cmake sure Patreon continues to be a reliable monetization tool for creators.\u201dThat 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\u2026\nRead More\nInfluencer Remains a Strong Channel in Current Climate\nWe\u2019ve said it before, and we\u2019ll say it again \u2014 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.\nRead More\nThe Rise of Andrew Tate\nFormer 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\u2019t 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:\n#1 Reach and influence isn’t always the clearest indicator of success\n#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)\n#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\n#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.\nInfluencer 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.\nRead More\nPodcast\/YouTube Lines Increasingly Blurred\nVideo 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\u2019t that essentially just a documentary?), from an advertiser\u2019s 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.\nRead More\nWatt\u2019s Up?\nWattpad, 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\u2019s 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\u2019t 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.\nRead More\nAlexa\u2019s Sponsored Responses\nThink SEM for voice. We\u2019ve been talking about the future of smart speakers for years, and so far, advertising opportunities have been limited. But that\u2019s about to change. Next year, Amazon will incorporate ads into Alexa\u2019s answers with its new Customers Ask Alexa feature. Companies will soon be able to essentially sponsor the voice assistant\u2019s 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.\nRead More\nPatagonia Founder Puts His Money Where His Mouth Is\nThis 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\u2019s voting stock (2% of the total) had been transferred to the Patagonia Purpose Trust, created to protect the company\u2019s values (its mission statement is \u201cWe\u2019re in business to save our home planet\u201d). 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 \u2013 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.\nRead More\n\nThis Week in Great Podcast Reads\nQuality Read Offers Quality Healthcare\nAd-libbing copy points is an undervalued skill, but that\u2019s 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\u2019s read for\u00a0Zocdoc\u00a0on the\u00a0Human 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\u2019s clear he\u2019s highlighting the quality of doctors one can expect to find on Zocdoc\u2014a 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\u2019s personal brand on his podcast, and Zocdoc is just one of the ways he shows it.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1543,"title":"Media Roundtable: Industry Edition - September 21","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/dcdd29a0-d3f8-4e9f-bcb0-66a4eeb8f990_September+21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-september-21\/","date":"September 21, 2022","description":"This week\u2019s Media Roundtable: Industry Edition tackles the news marketers like you need to hear, including Industry layoffs, Spotify\u2019s podcast dominance, and why marketers need to take a deeper dive into your influencers before agreeing to anything.\nThis week, Kyle Jelinek hosts the episode alongside returning Oxford Road team members Dan Granger, Spencer Semonson, and Kristen Duenas. Listen as these \u201cAgents of Influence\u201d 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.\nAt the top of everyone\u2019s mind:\n\nNew brand safety measures account for what podcasters do outside of their shows\nBalancing subscription and ad-supported models\nSpotify turning web novels into podcasts\nNavigating the ad slowdown and content overload\nIn 2023 Alexa’s best answer will be\u2026 an ad?\n\nShort on time? A recap of each topic is shared below, but for the team\u2019s whole hot take, catch the full episode by clicking the link below.\nListen Here\nWatch Here\nCreator Economy Not Immune to Economic Downturn\nWe\u2019ve 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 \u201cmake sure Patreon continues to be a reliable monetization tool for creators.\u201dThat 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\u2026\nRead More\nInfluencer Remains a Strong Channel in Current Climate\nWe\u2019ve said it before, and we\u2019ll say it again \u2014 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.\nRead More\nThe Rise of Andrew Tate\nFormer 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\u2019t 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:\n#1 Reach and influence isn’t always the clearest indicator of success\n#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)\n#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\n#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.\nInfluencer 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.\nRead More\nPodcast\/YouTube Lines Increasingly Blurred\nVideo 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\u2019t that essentially just a documentary?), from an advertiser\u2019s 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.\nRead More\nWatt\u2019s Up?\nWattpad, 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\u2019s 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\u2019t 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.\nRead More\nAlexa\u2019s Sponsored Responses\nThink SEM for voice. We\u2019ve been talking about the future of smart speakers for years, and so far, advertising opportunities have been limited. But that\u2019s about to change. Next year, Amazon will incorporate ads into Alexa\u2019s answers with its new Customers Ask Alexa feature. Companies will soon be able to essentially sponsor the voice assistant\u2019s 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.\nRead More\nPatagonia Founder Puts His Money Where His Mouth Is\nThis 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\u2019s voting stock (2% of the total) had been transferred to the Patagonia Purpose Trust, created to protect the company\u2019s values (its mission statement is \u201cWe\u2019re in business to save our home planet\u201d). 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 \u2013 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.\nRead More","landing_redirection":""},{"id":1517,"title":"Oxford Road\u2019s Vanity Edition; Marketing Brew Takes Notice of Oxford\/Barometer Brand Safety Tool; Moo + Oink = Great Podcast Reads and Possible Awards","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ad0a1b31-9f50-42a4-a5d0-63721d4279ce_9.14.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-vanity-edition\/","date":"September 14, 2022","description":"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.\nWe start this week by sharing some of the best-performing podcasts you\u2019ve probably missed.\nNext, on our swollen-headed smug cycle, we move into the \u201cIn Case You Missed It\u201d section, which in accordance with our theme, is all about Oxford Road and what we\u2019re doing in the industry from external sources of validation.\nFinally, 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.”\n\nThe Classifieds\n\nIt\u2019s Dangerous to Go Alone! Take this Classified\nWe 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\u2019s player two and click below for more information.\nGet The Deal\n\nBetter Than Your Nightly Melatonin\nYou wouldn\u2019t 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\u2019t lose sleep over the decision; simply click the link below.\nGet The Deal\n\nIn Case You Missed It\nAn Honor Just to be Nominated\nIt\u2019s 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\u2019s OMMA Awards\u00a0which 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\u2019s an honor to be a part of the elite nominees this year, including Clifford The Big Red Dog\u2019s \u201cI Like Big Mutts\u201d and Steve-O\u2019s \u201cHot Sauce for Your Butthole\u201d campaigns. We\u2019ll keep you posted on how it all plays out after October\u2019s live event, but at the end of the day, we don\u2019t care about awards; we just want the ads to work.\nRead More\nBring on Brand Safety\nMarketing 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\u2019ve been sitting on the podcast sidelines because you\u2019re 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.,\u00a0 Implementing any of these tools into your buying process is a great step forward, but if you\u2019d like a free demo of the one we believe to be the best, click HERE.\nRead More\nLess Division. More Inclusivity\nOxford Road Founder and CEO Dan Granger was invited as a guest on last week\u2019s 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 \u201822. If you\u2019re a podcast nerd like us, you\u2019d be remiss not to check out this episode.\nListen Here\n\nThis Week in Great Podcast Reads\nA Pre-Seasoned Labor Day Read\nYou can\u2019t have a proper Labor Day barbeque without the right meat. You won\u2019t have the right meat unless you know where to get it. That\u2019s where the legal ladies from #SistersInLaw\u00a0come in to give you some counsel, with their ad read for\u00a0Moink. What is Moink? Only the tastiest, ethically sourced beef, lamb, pastured pork and chicken, and wild-caught Alaskan salmon, you\u2019ll sink your teeth into\u2014and 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\u2019re at it. Where else are you going to get advice like this?\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4501,"title":"Media Roundtable\u2019s Podcast Movement Industry Edition; For 2023 Planning, Oxford Road\u2019s Greatest Hits; Redwine Drops Some Historical Ad Knowledge","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/09\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtables-podcast-movement-industry-edition-for-2023-planning-oxford-roads-greatest-hits-redwine-drops-some-historical-ad-knowledge\/","date":"September 7, 2022","description":"Media Roundtable Industry Edition returns this week, with the entire panel just back from their trip to Podcast Movement 22.\nHost Jennifer Laine leads this week\u2019s discussion with Roundtable veteran Dan Granger and newcomers Tamara Zubatiy from Barometer and Oxford Road\u2019s Gary Brown.\nThe show begins with the panel discussing the biggest news of his year\u2019s Podcast Movement; Ben Shapiro\u2019s unannounced appearance and the social media s#*t storm that transpired.\nAt the time of the recording, Podcast Movement hadn\u2019t openly discussed their stance on the misinformed apology but has since addressed the situation on Twitter. It seems like they\u2019re on the right track, though not without fallout.\nAfter 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\u2019s dance with Podcast, Snap Chat\u2019s financial woes, Cadence13 going Hollywood, and Veritone\u2019s AI box of possibilities.\nClick below to hear the whole episode, or check out the articles discussed below for those short on time.\nListen Here\nWatch Here\n\nThe Classifieds\n\nWe Found a Classified\nThis 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\nGet The Deal\n\nTeamwork Makes the Dream Work\nAnother 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\u2019s the time to get off the bench. Click below for more information.\nGet The Deal\n\nIn Case You Missed It\nPodcasts are Coming to Twitter\nAnnounced last week, podcasts will now appear in Twitter\u2019s redesigned \u201cSpaces\u201d tab, but you\u2019ll be unable to choose individual shows: the interface gives pre-selected shows in topic-based playlists called \u201cStations.\u201d 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\u2019s involvement in podcasts will undoubtedly help promote the medium, the way they\u2019re going about it seems counter to how podcasts are typically shared and therefore lacks scale opportunity.\nRead More\nSnap Reducing Headcount by 20%\nSnap 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.\nRead More\nCadence13 Goes Hollywood\nPremium 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.\nRead More\nVeritone\u2019s AI Voice Network\nVeritone\u2019s 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.\nRead More\nDelivering a Scalpel to Comedy\nAccording 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\u2019s values.\nRead More\n\nThis Week in Great Podcast Reads\nHelp Your \ud83c\udf0e While Helping Your\ud83d\udcb0\nIt\u2019s hard to go wrong with a host whose personal values align with the brand they\u2019re promoting. It\u2019s 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\u2019s endorsement for\u00a0Aspiration Zero, a credit card that fights climate change by planting two trees for every swipe. Laura\u2019s podcast,\u00a0Eco Chic\u00a0leaves no stone unturned when it comes to living climate-conscious; from fashion to food to justice, she covers it all. That\u2019s what makes her Aspiration Zero read feel so effortless. She\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n100th Anniversary of the First Radio Commercial\nOn 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, \u201cHistory doesn’t repeat itself, but it does rhyme.”\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1537,"title":"Media Roundtable: Industry Edition - September 7","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/09\/2133051f-5b32-4970-a2d0-56f093995eae_September7.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-september-7\/","date":"September 7, 2022","description":"Media Roundtable Industry Edition returns this week, with the entire panel just back from their trip to Podcast Movement 22.\nHost Jennifer Laine leads this week\u2019s discussion with Roundtable veteran Dan Granger and newcomers Tamara Zubatiy from Barometer and Oxford Road\u2019s Gary Brown.\nThe show begins with the panel discussing the biggest news of his year\u2019s Podcast Movement; Ben Shapiro\u2019s unannounced appearance and the social media s#*t storm that transpired.\nAt the time of the recording, Podcast Movement hadn\u2019t openly discussed their stance on the misinformed apology but has since addressed the situation on Twitter. It seems like they\u2019re on the right track, though not without fallout.\nAfter 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\u2019s dance with Podcast, Snap Chat\u2019s financial woes, Cadence13 going Hollywood, and Veritone\u2019s AI box of possibilities.\nClick below to hear the whole episode, or check out the articles discussed below for those short on time.\nListen Here\nWatch Here\nPodcasts are Coming to Twitter\nAnnounced last week, podcasts will now appear in Twitter\u2019s redesigned \u201cSpaces\u201d tab, but you\u2019ll be unable to choose individual shows: the interface gives pre-selected shows in topic-based playlists called \u201cStations.\u201d 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\u2019s involvement in podcasts will undoubtedly help promote the medium, the way they\u2019re going about it seems counter to how podcasts are typically shared and therefore lacks scale opportunity.\nRead More\nSnap Reducing Headcount by 20%\nSnap 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.\nRead More\nCadence13 Goes Hollywood\nPremium 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.\nRead More\nVeritone\u2019s AI Voice Network\nVeritone\u2019s 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.\nRead More\nDelivering a Scalpel to Comedy\nAccording 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\u2019s values.\nRead More","landing_redirection":""},{"id":4505,"title":"Ben Shapiro\u2019s Surprise Podcast Movement Appearance; Un Nuevo Podcast En Espa\u00f1ol; Twitter Sets Sights on Podcast; Podcast Hosts Get a Backbone","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ben-shapiros-surprise-podcast-movement-appearance-un-nuevo-podcast-en-espanol-twitter-sets-sights-on-podcast-podcast-hosts-get-a-backbone\/","date":"August 31, 2022","description":"The \u201cwho\u2019s who\u201d of the Podcast Industry gathered last week in Dallas for the 8th annual\u00a0\u00a0Podcast Movement. On next week\u2019s Media Roundtable podcast, Oxford \u201cRoadies\u201d who attended will share their take on this year\u2019s event, but this week we\u2019re talking about the \u201cBen Shapiro incident\u201d that is making news with a post by Oxford Founder and CEO, Dan Granger.\nBen Shapiro Canceled at Podcast Movement – Here\u2019s What We Need to Do\u00a0\nBy Dan Granger\nAs 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\u2019s\u00a0Twitter Apology\u00a0for allowing The Daily Wire Founder & Editor-in-chief Ben Shapiro\u2019s presence at the conference, and the harm that it caused.\nAs noted in\u00a0my 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!\nAfter 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.\nI was grateful to see\u00a0The Blaze\u00a0write 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\u2019ve always been captivated by the quote (often misattributed to Voltaire), \u201cI 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.\nI 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.\nWhat 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?\n1) 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.\n2) 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.\nWhat do you say, Podcast Movement, your place or mine? You\u2019ve got a standing invitation to\u00a0The Media Roundtable\u00a0for a good faith discussion.\n\nThe Classifieds\n\nLas Buenas Noticias Viajan R\u00e1pido\nDigital news and media company My Code\u00a0has launched its first podcast, partnering with the far-reaching and highly influential newspaper\u00a0La Opini\u00f3n 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 \u201c\u00bfD\u00f3nde est\u00e1 la biblioteca?,\u201d you may want to click the link below for more extensive details.\nGet The Deal\n\nThe Therapists Are In\nMental 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\u00a0are 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\u00a0The Brain Candy Podcast, which performs well for our clients with direct-to-consumer products targeting a female skew audience. If you\u2019re interested in laughing through the pain, please click the link below.\nGet The Deal\n\nIn Case You Missed It\nChirp Chirp – Podcasts Coming to Twitter\nAfter recording success with \u201cSpaces\u201d, Twitter has announced they\u2019re 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\u2019ll automatically suggest compelling podcasts to help people easily find and listen to the topics they want to hear more about. \u201cFor example, if someone regularly interacts with Vox content on Twitter, they\u2019ll probably see a Vox podcast in a Spaces hub.\u201d 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.\nRead More\nI Believe The Children Are Our Future\nWhitney 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\u2019ll continue their podcast journey. We\u2019re in – keep \u2018em coming.\nRead More\nTikTok Goes Hyperlocal\nFollowing Instagram and Snapchat\u2019s popular location-specific content features, TikTok plans to go local with a new \u201cNearby\u201d video feed that shows videos made in your area and allows users to add location tags to content. \u201cWe\u2019re always thinking about new ways to bring value to our community and enrich the TikTok experience,\u201d a spokesperson for TikTok told TechCrunch in an email. The app\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nFor the Love of Gaming\nNever underestimate the power of a host\u2019s 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\u2019t get more genuine than that\u2014endorsement or no endorsement. This genuine interest in the brands they endorse is one of the things that set their podcast,\u00a0Double Toasted, apart from so many others that discuss the latest in movies and gaming. Listen to these guys. When it comes to fun, they\u2019ll steer you on the right course.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nA Counter Take on Economic Doom and Gloom\nThe 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\u00a0shares a different story. Oxford Road\u2019s own\u00a0Steven Abraham\u00a0and\u00a0Jennifer Laine\u00a0and others in the industry, share that at least in the podcast space, ad spend isn\u2019t 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1531,"title":"Ben Shapiro's Surprise Podcast Movement Appearance","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5e0c31ef-2089-4cf8-8460-7d4ffe2810bb_8.31.22.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ben-shapiros-surprise-podcast-movement-appearance\/","date":"August 31, 2022","description":"The \u201cwho\u2019s who\u201d of the Podcast Industry gathered last week in Dallas for the 8th annual\u00a0\u00a0Podcast Movement. On next week\u2019s Media Roundtable podcast, Oxford \u201cRoadies\u201d who attended will share their take on this year\u2019s event, but this week we\u2019re talking about the \u201cBen Shapiro incident\u201d that is making news with a post by Oxford Founder and CEO, Dan Granger.\nBen Shapiro Canceled at Podcast Movement – Here\u2019s What We Need to Do\u00a0\nBy Dan Granger\nAs 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\u2019s\u00a0Twitter Apology\u00a0for allowing The Daily Wire Founder & Editor-in-chief Ben Shapiro\u2019s presence at the conference, and the harm that it caused.\nAs noted in\u00a0my 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!\nAfter 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.\nI was grateful to see\u00a0The Blaze\u00a0write 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\u2019ve always been captivated by the quote (often misattributed to Voltaire), \u201cI 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.\nI 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.\nWhat 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?\n1) 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.\n2) 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.\nWhat do you say, Podcast Movement, your place or mine? You\u2019ve got a standing invitation to\u00a0The Media Roundtable\u00a0for a good faith discussion.","landing_redirection":""},{"id":4509,"title":"Media Roundtable Industry Edition Returns; Finland\u2019s Prime Minister Is Cool; Approach New Podcast Tools With Caution; A Double Dose of Redwine","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-11-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-returns-finlands-prime-minister-is-cool-approach-new-podcast-tools-with-caution-a-double-dose-of-redwine\/","date":"August 24, 2022","description":"Back by popular demand! This week\u2019s Media Roundtable: Industry Edition tackles the news you need to hear about, including Spotify\u2019s 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.\nThis 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.\nThe show begins with a rapid-fire discussion on the top news stories like Audacy\u2019s recent layoffs, MediaPost\u2019s terrible Ad Spend Index report for July, TikTok\u2019s mission to control misinformation, and how Finland\u2019s Prime Minister likes to dance with friends.\nQuickly, the roundtable joins in to discuss the most important topics facing the media world. At the top of everyone\u2019s mind is how to integrate imperfect data sets (Podsight\u2019s Benchmark Report, Apple\u2019s new podcast charts) to make better decisions when planning your media. Spencer gives her expert opinion on separating signal from noise that you\u2019re definitely going to want to hear.\nShort on time? A recap of each topic is shared below, but if you want the team\u2019s whole hot take (and trust us, you do), catch the full episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nWorking to Crash the Cis-tem\nTwo notable queens of the coveted Drag Race\u00a0final 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.\nGet The Deal\n\nAdult Clarissa Continues to Explain It All\nWhile there are many podcasts praising niche nerd culture and recent big releases, there aren\u2019t a lot of shows dedicated to content that appeals specifically to women. Well, look no further, Podcast Heat\u00a0has 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\u00a0Sabrina 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\u2019 and bitchin\u2019 opportunity by clicking below for more information.\nGet The Deal\n\nIn Case You Missed It\nPodsights \u201cInsights\u201d\nPodsights 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.\nRead More\nSpotify\u2019s Walled Garden Gets A Little Higher\nSpotify 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\u2019s like buying a house directly from the seller, who is also your real estate agent, appraiser, home inspector, and tax collector. It\u2019s 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.\nRead More\nThe Hidden Persuaders 2.0\nAcast’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\u2019re 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\u2019s episode, we recommend looking at this as just another tool for planning, not a solution.\nRead More\nHuel Advert on Steven Bartlett\u2019s Podcast Banned\nThe 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\u2019re 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 \u201cintentionality\/intimacy\u201d 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.\nRead More\nBrian Stelter to Leave CNN \nCNN\u2019s 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.\nRead More\nApple\u2019s New Podcast Charts\nApple 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.\nRead More\n\nThis Week in Great Podcast Reads\nShe\u2019s Goldin with Netsuite\nThere\u2019s 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\u2019s a story, the user\u2019s story\u2014but really, it\u2019s the listener\u2019s story. Kara Goldin knows it. That\u2019s why her read for Netsuite, the top-tier cloud-based financial system by Oracle, feels so relatable. Albeit short, Kara\u2019s tale is about her business,\u00a0Hint\u00a0and the 31,000 other businesses who were once blind, and now have visibility into their metrics thanks to Netsuite.\u00a0The Kara Goldin Show\u00a0is all about highlighting the journeys of entrepreneurs and disruptors who forged a path with new methods like this. So if your brand\u2019s got a story to tell that could use the help of some firsthand experience, this show\u2019s got what you need.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nA Product Podcast & Some Redwine\nIf this week\u2019s edition of Media Roundtable didn\u2019t deliver enough of Oxford Road\u2019s VP of Creative Services Stew Redwine, you\u2019re in luck. Stew was recently a guest on\u00a0The Product Startup Podcast\u00a0to 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1542,"title":"Media Roundtable: Industry Edition - August 24","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/08\/ea4356fe-9fd1-4341-9824-cd8dda968c4d_August24.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-august-24\/","date":"August 24, 2022","description":"Back by popular demand! This week\u2019s Media Roundtable: Industry Edition tackles the news you need to hear about, including Spotify\u2019s 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.\nThis 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.\nThe show begins with a rapid-fire discussion on the top news stories like Audacy\u2019s recent layoffs, MediaPost\u2019s terrible Ad Spend Index report for July, TikTok\u2019s mission to control misinformation, and how Finland\u2019s Prime Minister likes to dance with friends.\nQuickly, the roundtable joins in to discuss the most important topics facing the media world. At the top of everyone\u2019s mind is how to integrate imperfect data sets (Podsight\u2019s Benchmark Report, Apple\u2019s new podcast charts) to make better decisions when planning your media. Spencer gives her expert opinion on separating signal from noise that you\u2019re definitely going to want to hear.\nShort on time? A recap of each topic is shared below, but if you want the team\u2019s whole hot take (and trust us, you do), catch the full episode by clicking the link below.\nListen Here\nWatch Here\nPodsights \u201cInsights\u201d\nPodsights 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.\nRead More\nSpotify\u2019s Walled Garden Gets A Little Higher\nSpotify 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\u2019s like buying a house directly from the seller, who is also your real estate agent, appraiser, home inspector, and tax collector. It\u2019s 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.\nRead More\nThe Hidden Persuaders 2.0\nAcast’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\u2019re 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\u2019s episode, we recommend looking at this as just another tool for planning, not a solution.\nRead More\nHuel Advert on Steven Bartlett\u2019s Podcast Banned\nThe 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\u2019re 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 \u201cintentionality\/intimacy\u201d 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.\nRead More\nBrian Stelter to Leave CNN \nCNN\u2019s 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.\nRead More\nApple\u2019s New Podcast Charts\nApple 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.\nRead More","landing_redirection":""},{"id":1527,"title":"How Podcasts Ads are Helping Babies","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/cbbc5b77-0d65-4d80-b3a2-463426dde1ad_8.17.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/last-week-we-announced-that-our-company-initiative\/","date":"August 17, 2022","description":"Last week we announced that our company initiative, the\u00a0Koala Corps,\u00a0hit a major milestone. We now have the needed funds for a full-time professional to oversee the Cuddler Program at Children\u2019s 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.\nOur advertising clients, industry partners, and the team at Oxford Road made this happen. Podcast advertising is helping babies\u2013so is advertising on TV, streaming audio, smart speakers, radio stations, and more!\nOne of our agency\u2019s core values at Oxford Road is \u201cThe Golden Rule.\u201d 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\u00a0Koala 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\u2019ve 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\u2019t have a parent or loved one bedside to provide physical comfort and support.\nNow, local TV stations are picking up the story. CBS channel 2 in Los Angeles did a\u00a0 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\u2019ll stop here and let you watch.\nAt Oxford Road, we are firm believers in the idea of \u201cDoing well by doing good,\u201d 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\u00a0www.koalacorps.com\u00a0to 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.\nTo all of you who have helped turn this dream into a reality, THANK YOU!\n\nThe Classifieds\n\nShe Talks to Everybody, Yes She Does\nWe cannot repeat most of what Teresa Giudice has yelled during her time on\u00a0The 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\u2019re a Jersey Girl at heart, click below for more information.\nGet The Deal\n\nFrom Sweatpants to Savvy Satirist\nTikTok\u2019s treasure trove of comedy creators is yielding another great new podcast coming this\u00a0October from Lemonada.\u00a0Elyse Myers, a mainstay on many \u201cFor You\u201d 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\u2019 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.\nGet The Deal\n\nIn Case You Missed It\n27 Pages That Can Impact The Next 27 Months or More\nNielsen released their annual ROI report this week and it\u2019s 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\u2013it\u2019s 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.\nRead More\nThe Difference Between Talking to Your Aunt or Your Cousin\nRather than creating separate creative content for specific audio channels, many advertisers tend to repurpose existing creative elsewhere. \u201dWe\u2019ve got a radio commercial, we\u2019ll just run it on Streaming Audio and Podcast.\u201d It\u2019s 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\u2019s Share of Ear Report\u00a0should have you second-guess this way of thinking. According to Edison, the median age of the average radio listener is 51 (TSL)\u2013a 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 \u201cAunt Barb\u201d and \u201cCousin William\u201d 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\u2019d like to make sure your creative is reaching the right audience in the right way, we\u2019d be\u00a0happy to chat.\nRead More\nSqueezing As Much Apple Juice As Possible\nLast year, Apple\u2019s 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\u2019ve likely been hit by a drop in performance on these channels as a result. In an ironic but unsurprising turn, the \u201cchampions of privacy\u201d 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.\nRead More\n\nThis Week in Great Podcast Reads\nTrouble Hiring? Here’s The Thing, You Need…\nIt\u2019s one thing for a host to deliver a testimonial that fulfills the brand promise. It\u2019s 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\u2019s podcast\u00a0Here\u2019s 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\u2019s to be expected when the hosts are multi-talented performers, one with a background in musical theatre. If that doesn\u2019t make this read memorable, we don\u2019t know what will.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHow Can Podcast Ads Help Children In Need?\nWe jumped right into this one at the top of this week\u2019s edition, but it warrants another mention. Check out CBS 2\u2019s segment on what Oxford Road is doing with Koala Corps\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1534,"title":"Oxford Road's Path to Brand Safety & Suitability","blurb":null,"img":"\/wp-content\/themes\/oxfordroad\/dist\/images\/blog-placeholder.jpg","image_alt":"Blog placeholder","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-roads-path-to-brand-safety-suitability\/","date":"August 16, 2022","description":"By Dan Granger\n\nOne of your first jobs as a marketer is to follow the marketer\u2019s version of the Hippocratic oath–to do no harm to your brand. But your other job is to grow, and these directives can easily come into conflict. Advertising on politically-oriented shows or leveraging hosts with strong followings can be a way to capture attention in a crowded space. But that also exposes your brand to the controversies that the hosts and their guests can create.\n\nYou don\u2019t have to look far back to have an example of how these controversies go for advertisers. Here\u2019s what you\u2019re likely to expect.\n\nFirst, the host or guest says something controversial that a specific group wants to call out.\n\nNext, you would receive an email\u2014from a seemingly credible media outlet, blog, or group\u2014seeking comment about your intention to continue your existing relationship with the program. Oftentimes, there\u2019s a deadline for you to make a comment before your brand name is released on a list. That list will be used by a constituency who will contact you and others at your company\u2014accusing you of supporting the beliefs of the offending party.\u00a0\n\nUsually, the host\u2019s words are taken somewhat out of context, but it doesn\u2019t 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\u2014or 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.\u00a0\n\nInstead of following your emotions\u2026Here\u2019s what you need to do:\n\nAddress Internal Stakeholders\u00a0\nSay Nothing Publicly\nImmediately “Pause” Your Media Investment\u00a0\nGather Facts and Think Deeply\nLay Out All Your Options\nDECIDE\n\nOne final note. Last year we began working with a company called Barometer to build a tool in order to proactively get ahead of this type of scenario. Powered by AI, Barometer is able to apply a Brand Safety & Suitability score by rating each episode and show using the GARM framework in order to determine the risk level of content. By looking through a host or shows track record you, as a brand marketer, are able to determine if the content they put out is consistent with your brand values and if it’s something you can feel confident sponsoring based on their track record.\n\nAs a brand marketer you don’t have hundred of hours in the day to listen to new shows you’re looking to test or to track episodes released by the hosts you’re currently choosing to sponsor. Barometer does this for you, all you have to do is sign up for an account and assign risk levels (no, low, medium, high) you are comfortable with across the 12 Risk adjacent elements GARM warns against. In a matter of second you have full transparency into the content of the show, can see potential issues flagged, and are able to make a data-backed decision as to whether or not you feel confident investing your brand dollars in a show.\n\nGo forth and spend your influence wisely.\u00a0\nContact Oxford Road Today","landing_redirection":""},{"id":4515,"title":"Media Roundtable Industry Edition #3; Apple\u2019s Sus 100 Podcasts; Podcast Industry Get Serious About Brand Safety; Bye Bye HBO Max; Hold The Babies!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-12-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-august-10\/","date":"August 10, 2022","description":"Media Roundtable\u2019s \u201cIndustry Edition\u201d returns to discuss the hot topics of the day, including a quick recap of the latest from PodNews, the industry\u2019s latest solutions for brand safety, the loss of HBO Max, and much more.\nThis 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.\nDan begins the episode chatting about the latest release from PodNews, which highlighted the craziness of Apple\u2019s 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.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Here\nWatch Here\n\nThe Classifieds\n\nIndependent Show Prioritizes Camaraderie Over Partisanship\nOxford Road takes careful steps to address our clients\u2019 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.\nGet The Deal\n\nMajor Podcast Network Offers Premium August Remnant\nThe 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:\u00a0\u00a0CNBC Mad Money\u00a0is an agency-wide high performer in the finance and business genres and is on sale for 40% off.\u00a0Last 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.\u00a0The 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\u00a0Your Mom\u2019s House\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nThe Podcast Industry Gets Serious About Brand Safety\nInside 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\u2019re supporting aligns with their values, with the addition of offering contextual targeting at scale in the future. We love the momentum we\u2019re seeing with the industry as a whole demanding more insight into content and welcome new solutions to solve\u00a0 this problem. However, we\u2019d be remiss if we didn\u2019t give a quick plug to our partners at Barometer, who\u2019s 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\u2019d like to give Barometer a test drive – shoot us an electronic mail message.\nRead More\nSacrificing Short-Term Sales For Long-Term Growth\nThis week in \u201cRecession Talk\u201d, 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\u2019s 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.\nRead More\nAre You Ready for Some Football?\nThe 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\u2019ve 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!\nRead More\nHBO Max Dissolves\nIt appears that HBO Max is going away and will be merging with Discovery Plus next year. While from a consumer perspective, we\u2019re 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.\nRead More\nPodcast Payola?\nBroke 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\u2019s and 70\u2019s. 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.\nRead More\nMore Players in the Podcast Sandbox\nAs 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nGrowing Your Brain and Your Mane\nEven 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\u00a0host Susie Meister teaches us in her ad read for\u00a0Nutrafol, the number-one dermatologist-recommended hair loss supplement.\u00a0 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\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nHold The Babies!\nAs a regular reader of The Influencer, you\u2019re likely familiar with the portion about Koala Corps\u00a0that sits quietly at the bottom of every week\u2019s edition. If you\u2019re not up to speed on the cause, there are babies in children\u2019s 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\u2019s Hospital in Los Angeles\u2014in 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\u2019s Hospital Los Angeles (CHLA) for the next three years. But we\u2019re not stopping there. To learn more about Oxford Road\u2019s Koala Corps program and\/or donate to the fund, please visit\u00a0koalacorps.com\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1544,"title":"Media Roundtable: Industry Edition - August 10","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/08\/3b80c538-f40b-4e15-89ba-947c6ac2a0b4_August10.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtable-industry-edition-july\/","date":"August 10, 2022","description":"Media Roundtable\u2019s \u201cIndustry Edition\u201d returns to discuss the hot topics of the day, including a quick recap of the latest from PodNews, the industry\u2019s latest solutions for brand safety, the loss of HBO Max, and much more.\nThis 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.\nDan begins the episode chatting about the latest release from PodNews, which highlighted the craziness of Apple\u2019s 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.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Here\nWatch Here\nThe Podcast Industry Gets Serious About Brand Safety\nInside 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\u2019re supporting aligns with their values, with the addition of offering contextual targeting at scale in the future. We love the momentum we\u2019re seeing with the industry as a whole demanding more insight into content and welcome new solutions to solve\u00a0 this problem. However, we\u2019d be remiss if we didn\u2019t give a quick plug to our partners at Barometer, who\u2019s 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\u2019d like to give Barometer a test drive – shoot us an electronic mail message.\nRead More\nSacrificing Short-Term Sales For Long-Term Growth\nThis week in \u201cRecession Talk\u201d, 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\u2019s 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.\nRead More\nAre You Ready for Some Football?\nThe 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\u2019ve 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!\nRead More\nHBO Max Dissolves\nIt appears that HBO Max is going away and will be merging with Discovery Plus next year. While from a consumer perspective, we\u2019re 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.\nRead More\nPodcast Payola?\nBroke 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\u2019s and 70\u2019s. 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.\nRead More\nMore Players in the Podcast Sandbox\nAs 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\u2019s 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.\nRead More","landing_redirection":""},{"id":4519,"title":"Economic Uncertainty Not All Doom and Gloom; Leslie Jones and Parents of 7 Launch New Podcast (Not Together); Cannabis Ads to Hit US Airwaves?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/economic-uncertainty-not-all-doom-and-gloom-leslie-jones-and-parents-of-7-launch-new-podcast-not-together-cannabis-ads-to-hit-us-airwaves\/","date":"August 3, 2022","description":"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\u00a0The Mothership from Independence Day.\nWhile the\u00a0debate\u00a0on whether or not we\u2019re officially in a recession continues, things are changing. A recent report from\u00a0eMarketer\u00a0said, \u201can ad industry downturn isn\u2019t just coming\u2014it’s here.\u201d But before you get too down in the dumps, things aren\u2019t as bad as they seem.\nIn a recent report,\u00a0Insider Radio\u00a0sheds 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 \u201creturning to normal from inflated pandemic-era highs.\u201d\nDespite the predicted growth, the report shares that the downturn is still negatively affecting areas of the ad industry.\n\nConsumers are reducing their spending\u00a0in specific categories\n20% of advertisers have cut their budgets (Automakers spent 23% less on advertising in June)\nThe advertising industry cut 2,400 jobs in May\nAdvertisers are\u00a0running away\u00a0from connected TV due to high costs and concerns about impression accuracy\n\nNow 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\u00a0Mark Ritson\u2019s\u00a0take on what you need to do.\nAlso, in this week\u2019s 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\u00a0Bad on Paper.\nEnjoy the rest of the summer; the last half of this year will be wild.\n\nThe Classifieds\n\nAll the Shenanigans, Buffoonery, and Hijinks You Could Ask For\nSNL 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\u2019 brand of broad, straightforward humor and Marcus\u2019 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.\nGet The Deal\n\nCheaper by the Half Dozen +1\nNew from the FamilyMade Network and brought to us by Moonbeam Media,\u00a0The Miller Family\u00a0is expanding its reach into the podcast space. The family of nine found community and support through their parenthood-focused\u00a0Youtube channel\u00a0and 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.\nGet The Deal\n\nIn Case You Missed It\nFutureproof Your Brand\nStaying profitable in this economic climate is more critical than ever. In Kantar\u2019s most recent podcast, they interview Marketing professor Mark Ritson to discuss the most pertinent questions of the modern marketer, including:\n\nHow an obsessive focus on ROI will lose money\nWhat, exactly, is brand equity?\nHow smart companies should react during the recession\nHow can you best manage a price war?\nWhy is holding two contradictory ideas in your head beneficial for your business?\nHow vibrant brands can stay on top of their game\n\nWhether or not you agree with him, this 37-minute episode is an invaluable use of your precious time.\nRead More\nWhy You Will Fail In A Cookieless World\nOkay, the title we gave this one is a bit hyperbolic, but the truth is if you\u2019re not currently testing new attribution approaches, you\u2019re behind. Despite companies delaying the ultimate demise of the cookie, as we mentioned last week, it\u2019s inevitable, and it seems the government is about to get involved\u00a0with 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\u2019re looking for a solution, Oxford Road is in the process of developing a best-in-class option for our advertisers –\u00a0email us\u00a0to learn more.\nRead More\nThe Bar for Advertising May Get A Lot\u00a0Higher\nUnited 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\u2019t already flooding the airwaves).\nRead More\n\nThis Week in Great Podcast Reads\nBad on Paper, Good with Bills\nYou want to start seeing the world again, but now it\u2019s 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\u2019s been able to travel this year completely on her own dime. She and co-host Becca Freeman fill you in on how it\u2019s 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,\u00a0Bad on Paper, some consideration if you\u2019re looking for hosts with a wide range of experience in different areas to back your brand.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1497,"title":"Economic Uncertainty is Not All Doom and Gloom","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/505ae5d9-77dd-4092-be62-83eff5767366_8.3.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/economic-uncertainty-is-not-all-doom-and-gloom\/","date":"August 3, 2022","description":"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\u00a0The Mothership from Independence Day.\u00a0\u00a0\nWhile the\u00a0debate\u00a0on whether or not we\u2019re officially in a recession continues, things are changing. A recent report from\u00a0eMarketer\u00a0said, \u201can ad industry downturn isn\u2019t just coming\u2014it’s here.\u201d But before you get too down in the dumps, things aren\u2019t as bad as they seem.\nIn a recent report,\u00a0Insider Radio\u00a0sheds 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 \u201creturning to normal from inflated pandemic-era highs.\u201d\n\nDespite the predicted growth, the report shares that the downturn is still negatively affecting areas of the ad industry.\u00a0\n\nConsumers are reducing their spending\u00a0in specific categories\n20% of advertisers have cut their budgets (Automakers spent 23% less on advertising in June)\nThe advertising industry cut 2,400 jobs in May\nAdvertisers are\u00a0running away\u00a0from connected TV due to high costs and concerns about impression accuracy\u00a0\n\nNow 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\u00a0Mark Ritson\u2019s\u00a0take on what you need to do.\u00a0\nAlso, in this week\u2019s 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\u00a0Bad on Paper.\nEnjoy the rest of the summer; the last half of this year will be wild.","landing_redirection":""},{"id":4524,"title":"Media Roundtable\u2019s \u201cInsider Edition\u201d Returns; New Podcast Demystifies Crypto; Top of Funnel Marketing Takes an Economy-Induced Hit; Baseball Sells Out","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-13-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-roundtables-insider-edition-returns-new-podcast-demystifies-crypto-top-of-funnel-marketing-takes-an-economy-induced-hit-baseball-sells-out\/","date":"July 27, 2022","description":"Media Roundtable\u2019s \u201cInsider Edition\u201d 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\u2019s pastime, and much more.\nThis week, Jennifer Laine (Head of Marketing) hosts the show alongside fellow Oxford \u201cRoadies,\u201d 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\u2019s perspective.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Now\nWatch Here\n\nThe Classifieds\n\nThe Culture-Vultures Are Circling Overhead\nThe 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.\nGet The Deal\n\nNew Podcast Hosts Decide to Group Mine\nThe term \u201cedu-tainment\u201d can be applied to a host of podcasts, but it\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nIs Heavier Frequency Killing Podcast Conversion?\nThis week\u2019s 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\u2013a 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\u2019s 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\u2019s just that the root cause of the issue they\u2019re solving may be based on an incorrect assumption.\nRead More\n\u00a0Economy\u2019s Impact on Marketing Round 2\nIn what will, unfortunately, become a regular theme over the coming months, the team shifted focus to the economy\u2019s effect on advertising, citing an article from eMarketer\u2019s Insider Intelligence newsletter.\u00a0 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.\nRead More\nThe Future of Podcast Discoverability\nWe 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\u2013the 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.\nRead More\nIs Congress Killing Targeted Advertising?\nWe\u2019ve 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 \u2014authenticating 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\u2019 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\u2019s finding a way, but it will be a challenge. In the meantime, Podcast, Streaming Audio, and Radio look more attractive by the minute.\nRead More\nAnd The Ultimate Influencer is\u2026 Logan Paul?\nThe WWE has nicknamed Logan Paul \u201cThe Ultimate Influencer.\u201d 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\u00b0 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.\nRead More\nMarketers Ruining America\u2019s Pastime?\nThe 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nLet’s Talk About Grove Babe\nIf you\u2019ve always wanted your brand to have its very own cheerleaders\u2014and we mean cheerleaders\u2014we just found them for you. Sal Vulcano and Chris Distefano, hosts of the Hey Babe!\u00a0Podcast, teach us what showing brand love looks like, dedicating the first 40 seconds of their ad read to\u00a0Grove-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\u2019s testimonial about his new Grove dish soap. You\u2019ve been looking for dedicated voices to back your cause. These guys go all the way.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1540,"title":"Media Roundtable: Industry Edition - July 27","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/fdb1c579-b09d-4856-8547-24ecd448e569_July27.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrtie-july-27\/","date":"July 27, 2022","description":"Media Roundtable\u2019s \u201cInsider Edition\u201d 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\u2019s pastime, and much more.\nThis week, Jennifer Laine (Head of Marketing) hosts the show alongside fellow Oxford \u201cRoadies,\u201d 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\u2019s perspective.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Now\nWatch Here\nIs Heavier Frequency Killing Podcast Conversion?\nThis week\u2019s 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\u2013a 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\u2019s 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\u2019s just that the root cause of the issue they\u2019re solving may be based on an incorrect assumption.\nRead More\n\u00a0Economy\u2019s Impact on Marketing Round 2\nIn what will, unfortunately, become a regular theme over the coming months, the team shifted focus to the economy\u2019s effect on advertising, citing an article from eMarketer\u2019s Insider Intelligence newsletter.\u00a0 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.\nRead More\nThe Future of Podcast Discoverability\nWe 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\u2013the 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.\nRead More\nIs Congress Killing Targeted Advertising?\nWe\u2019ve 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 \u2014authenticating 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\u2019 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\u2019s finding a way, but it will be a challenge. In the meantime, Podcast, Streaming Audio, and Radio look more attractive by the minute.\nRead More\nAnd The Ultimate Influencer is\u2026 Logan Paul?\nThe WWE has nicknamed Logan Paul \u201cThe Ultimate Influencer.\u201d 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\u00b0 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.\nRead More\nMarketers Ruining America\u2019s Pastime?\nThe 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\u2019s 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.\nRead More","landing_redirection":""},{"id":1514,"title":"Acast Makes Podcast Moves; Boy Meets (Podcast) World; The Power of Influence; The Rise of The Podcast Machines; Heart Healthy Podcast Endorsement","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3e1de232-c0f3-4f55-8d55-23e92a0241db_7.20.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/acast-makes-podcast-moves\/","date":"July 20, 2022","description":"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.\nYet you\u2019ve 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.\nThis 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\u00a0May deal\u00a0with Marc Maron, which gave Acast exclusive sales rights to the popular\u00a0WTF podcast, and the deal to\u00a0sell The New York Times\u00a0suite of podcasts across the pond earlier this month, the self-described \u201cHome of Podcasting\u201d made another bold move this week.\nAcast announced Monday that they are purchasing the podcast database\u00a0Podchaser, 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\u2019s top 5,000 podcasts \u2014 making up to 1.7 billion data points.\nAcast CEO Ross Adams said in\u00a0Inside Radio\u2019s\u00a0article on the merger, \u201ctogether we\u2019ll 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.\u201d\n\nThe Classifieds\n\nTopanga is Not Just a Neighborhood in LA\nListeners 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\u00a0cast 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\u00a0Feeny Call\u00a0 to click below for more information.\nGet The Deal\n\nUnsung Heroes Finally Get Their Debut Solos\nPlaywright and new podcast host Liza Powel O\u2019Brien 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\u2019Brien 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.\nGet The Deal\n\nIn Case You Missed It\nAcast\u2019s Podcast Acquisition Binge\nWe dissected this one at length up top, but the Cliff\u2019s Notes are this:\n– Acast just bought Podchaser (podcast database company) for a reported $34m\n– This is the latest in a string of other acquisitions and major sales deals within the podcast space\n– If Acast isn\u2019t on your radar, they should be\u2013now\nRead More\nUnderstanding The Power of Influence\nTraackr\u2019s 2022 Influencer Marketing Impact Report was mentioned in passing on last week\u2019s 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 \u201cprice\u201d is more important than which brand they choose in a\u00a0recent survey. However, 70% of respondents in Traackr\u2019s 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\u2019re not yet \u201call in\u201d on influencer marketing, digesting the data in this report is your first step. Sending us\u00a0an email\u00a0for a free consultation is your second.\nRead More\n\nThe Rise of the Robo Host\nTo ensure the podcasts we recommend to our clients are aligned with their brand values,\u00a0Oxford 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\u2019s 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\u00a0Podnews\u00a0that A.I.M.E.E. is probably more human-driven than we\u2019re led to believe, but this is the future. Podnews mentions that there are podcasts like\u00a0Deep Dreams\u00a0that 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.\nRead More\n\nThis Week in Great Podcast Reads\nAn Ad Read That\u2019s Good for the Heart\nWhat 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\u2014as he does his political views\u2014you can be sure he\u2019s 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.\u00a0Stu Does America\u00a0is his podcast, and you can be sure your messaging will be delivered with conviction when he\u2019s behind it.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4530,"title":"First Ever Media Roundtable INDUSTRY EDITION; New Podcast is The Mayne Event; Crash Diets Exposed; Podcast Host Shows Importance of the Whoa Up","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/first-ever-media-roundtable-industry-edition-new-podcast-is-the-mayne-event-crash-diets-exposed-podcast-host-shows-importance-of-the-whoa-up\/","date":"July 13, 2022","description":"In what could be described as a midsummer daydream, The Influencer presents our first ever Media Roundtable \u201cIndustry Edition\u201d where industry insiders discuss recent industry news in true \u201croundtable\u201d fashion.\nThis 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).\nTogether, these four \u201cRoadies\u201d discuss the hottest topics of the day and provide insights into what they mean for your business.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Now\nWatch Here\n\nThe Classifieds\n\nThis Newest Podcast is Truly the Mayne Event\nThe 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\u2019s known for, Mayne\u2019s 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\u00a02400Sports, 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\u2019re used to.\u00a0Be the most popular player in all of the land\u00a0by clicking below.\nGet The Deal\n\nAttack of the Killer Crash Diet\nDiets 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\u2019 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\u2019s products of causing mass nausea, rashes, bloating, and even heavy metal poisoning. In light of the\u00a0Daily 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\u2019d rather count your money than count calories, see the link below for more information.\nGet The Deal\n\nIn Case You Missed It\nDo Brand Values Still Matter?\nA 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\u2019s vital for brands to always showcase a product\u2019s value proposition in their messaging.\nRead More\nBrands are Shifting Towards Influencers\nSpringboarding off of our first article, while consumers are becoming less brand-loyal, they\u2019re 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\u20132x more than radio. So if you want to stay present and relevant, consider Podcast.\nRead More\nAudio Ads Hitting Gaming\nGlobal, 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\u2019re not talking console-type games, but the puzzle and word games you\u2019d 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?\nRead More\nBan TikTok Now?\nTikTok is all over the news lately about privacy concerns, both stateside and internationally. China has access to all of the world\u2019s TikTok data and while they\u2019ve 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.\nRead More\nCowboys and Rifles\nThe 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.\nRead More\nMisinformation Added to GARM\nGARM (Global Alliance for Responsible Media) just added \u201cmisinformation\u201d 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\u2019re concerned about ensuring your advertisements align with your company values, Oxford Road’s partnered with brand safety leaders like Barometer and AdFontes to help.\nRead More\n\nThis Week in Great Podcast Reads\nVoice for Radio, Taste for Moink\nSlowww 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\u2019ve learned, these traditions don\u2019t 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 \u00a0Moink, 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\u2019re looking for a trusted voice who knows just what it means to embody your messaging.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1541,"title":"Media Roundtable's First Ever Insider Edition","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/adf75609-beba-4c70-9e19-d05351cd3b82_July13.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mrt-first-ever-insider-edition\/","date":"July 13, 2022","description":"In what could be described as a midsummer daydream, The Influencer presents our first ever Media Roundtable \u201cIndustry Edition\u201d where industry insiders discuss recent industry news in true \u201croundtable\u201d fashion.\nThis 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).\nTogether, these four \u201cRoadies\u201d discuss the hottest topics of the day and provide insights into what they mean for your business.\nFor readers short on time, a recap of each topic is shared below, but to hear the team\u2019s whole hot take, listen to the entire episode by clicking the link below.\nListen Now\nWatch Here\nDo Brand Values Still Matter?\nA 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\u2019s vital for brands to always showcase a product\u2019s value proposition in their messaging.\nRead More\nBrands are Shifting Towards Influencers\nSpringboarding off of our first article, while consumers are becoming less brand-loyal, they\u2019re 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\u20132x more than radio. So if you want to stay present and relevant, consider Podcast.\nRead More\nAudio Ads Hitting Gaming\nGlobal, 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\u2019re not talking console-type games, but the puzzle and word games you\u2019d 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?\nRead More\nBan TikTok Now?\nTikTok is all over the news lately about privacy concerns, both stateside and internationally. China has access to all of the world\u2019s TikTok data and while they\u2019ve 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.\nRead More\nCowboys and Rifles\nThe 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.\nRead More\nMisinformation Added to GARM\nGARM (Global Alliance for Responsible Media) just added \u201cmisinformation\u201d 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\u2019re concerned about ensuring your advertisements align with your company values, Oxford Road’s partnered with brand safety leaders like Barometer and AdFontes to help.\nRead More","landing_redirection":""},{"id":4534,"title":"Audio Nerds Battle to Become King of the Audiophiles; Martha and Ricki Jump From TV to Podcast; MRI's Deepest Dive Into the Podcast Audience Ever","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/s4-e9.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audio-nerds-battle-to-become-king-of-the-audiophiles-martha-and-ricki-jump-from-tv-to-podcast-mris-deepest-dive-into-the-podcast-audience-ever\/","date":"July 6, 2022","description":"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\u2019s festivities, The Influencer was hard at work, curating the most important things you need to know.\nThe 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\u2019ve ever met in your life.\nDallas is the Creative Director of Defacto Sound, the sonic source for the world\u2019s 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.\n\u201cI really gravitated towards magic because there\u2019s this really beautiful eloquent thing that happens right in front of you that you just can understand.\u201d – Dallas Taylor\nTogether they cover everything from the hidden craft behind the sound design and mixing to listening to other planets and solving communication breakdowns to playing \u201cThe Sonic Branding Game\u201d (try and beat Dallas!).\nTune in to hear:\n\nHow to make EV cars sound powerful without an engine \u201cvroom.\u201d\nThe story behind the Netflix \u201cta-dum.\u201d\nHow to make copy points that \u201csound\u201d right for a podcast host.\n\nBuckle 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\u2019ll never listen to sound the same way again. Click below to hear it all.\nListen to the Interview\nWatch the Interview\n\nThe Classifieds\n\nDomestic Empire Grows with Podcast Launch\nMartha Stewart has started a new podcast with iHeart? It\u2019s a good thing. The prominent mogul, entrepreneur, and homemaking pioneer has been an aspirational media figure since launching her television program Martha Stewart Living\u00a0in 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\u2019s 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.\nGet The Deal\n\nGo Ricki, Go Ricki, Go Start a Podcast!\nFunnily enough, in our second classified, we highlight another 90\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nWhat You Need to Know About Podcast Consumers\nIt\u2019s 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\u2019s youth, we\u2019re excited to see where it\u2019s 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\u2019ve been advertising on Podcasts as long as we have or are just curious about the space, this is a must-read.\nRead More\nThe NYT Jumps Across the Pond\nThis week, podcast network\u00a0Acast\u00a0announced a deal with\u00a0The New York Times\u00a0to be the commercial representative for the company\u2019s audio advertising sales in the UK. This is important for two reasons. First, it makes Acast\u2019s 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\u00a0monumental growth of Podcast\u00a0on the international front. If you\u2019re 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.\nRead More\nThe Unintended Consequence of The Work From Home Model\nThe virtual workplace is here to stay. Chances are more than likely, you\u2019re reading this newsletter from your home and not a cubicle. While many of us on \u201cteam work-from-home\u201d couldn\u2019t 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\u2019re social creatures and that \u201cwhile a virtual workplace may be logical, we may be sacrificing something more ephemeral that lies buried in our humanness. We can\u2019t see it because we\u2019re not exactly sure what it is, but we\u2019ll know it when we lose it.\u201d What do you think? How has the virtual workplace helped or harmed you in your business? Send us your feedback\u00a0HERE\u00a0– even if you\u2019re still in your PJs.\nRead More\n\nThis Week in Great Podcast Reads\nHusband and Wife Tag Team Ad Read, Scale Businesses\nHusband echoing wife\u2019s sentiments on their podcast equals supportive spouse. Husband echoing Shopify\u00a0promo code read by wife on their podcast equals great ad read. The lesson: Most of the time, you can\u2019t go wrong playing backup, especially when it comes to direct response ads. Repetition is a principle so obvious it\u2019s often overlooked. We\u2019re glad Marcus and Angel Tanksley understand it well and found a way to make the path for this Shopify read memorable. Whether they\u2019re promoting an all-in-one eCommerce platform like Shopify or their own line of products, Marcus and Angel\u2019s podcast\u00a0Is This Going To Cause An Argument, should be on anyone\u2019s radar looking to bring that dynamic energy that only a husband-wife duo can to an endorsement.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1539,"title":"Twenty Thousand Hertz Host Nerds Out on All Things Audio With Oxford Road's VP of Creative Services","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/s4-e9.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/twenty-thousand-hertz-host-nerds-out-on-all-things\/","date":"July 6, 2022","description":"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\u2019s festivities, The Influencer was hard at work, curating the most important things you need to know.\nThe 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\u2019ve ever met in your life.\nDallas is the Creative Director of Defacto Sound, the sonic source for the world\u2019s 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.\n\u201cI really gravitated towards magic because there\u2019s this really beautiful eloquent thing that happens right in front of you that you just can understand.\u201d – Dallas Taylor\nTogether they cover everything from the hidden craft behind the sound design and mixing to listening to other planets and solving communication breakdowns to playing \u201cThe Sonic Branding Game\u201d (try and beat Dallas!).\nTune in to hear:\n\nHow to make EV cars sound powerful without an engine \u201cvroom.\u201d\nThe story behind the Netflix \u201cta-dum.\u201d\nHow to make copy points that \u201csound\u201d right for a podcast host.\n\nBuckle 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\u2019ll never listen to sound the same way again. Click below to hear it all.\nListen to the Interview\nWatch the Interview","landing_redirection":""},{"id":4537,"title":"Gillie and Wallo Redefine The Podcast Game; Jujubee\u2019s Dating Game Show Podcast; Digital Audio\u2019s Rise; Advertising in a Recession Do's and Don'ts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-16-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/gillie-and-wallo-redefine-the-podcast-game-jujubees-dating-game-show-podcast-digital-audios-rise-advertising-in-a-recession-dos-and-donts\/","date":"June 29, 2022","description":"Legendary Philadelphia hardcore rapper Gillie Da King is regarded as the \u201cKing of Philly\u201d by fans who adore him and his writing skills.\nHis cousin, Wallo267, after serving a 20-year prison sentence, transformed his life to become a TED speaker, social media influencer, activist, and marketer.\nGillie 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\u2026\n\u201cWe just regular human beings who understand that human beings make mistakes and everybody\u2019s not perfect.\u201d – Gillie Da King\nGillie 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.\nThis authenticity also allows Gillie and Wallo to disentangle complex cultural issues like balancing cultural appreciation and appropriation with white audiences, social sensitivity, and forgiveness.\nMillion Dollaz Worth of Game is a gold mine for brands looking for an authentic endorsement. Their ad-reads are unskippable\u2013in Gillie\u2019s words, \u201cit\u2019s not an ad when it\u2019s with us\u201d\u2013 case in point, this New Amsterdam Vodka read.\nIf you\u2019re 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.\nTune in to hear:\n\nGillie and Wallo\u2019s unique take on endorsing advertisers\nTheir top five life-changing guests of all time\nThat time Snoop got vulnerable\nWallo\u2019s TED talk on why he forgave his brother\u2019s killer\n\nClick below to hear the entire conversation (NSFW).\nListen to the Interview\n\nThe Classifieds\n\nConDRAGulations, You are the Winner of this Podcast\nKeep those wigs firmly attached to your heads; they\u2019re about to get snatched: Jujubee has launched a brand new podcast with Wondery! The \u00a0Rupaul\u2019s Drag Race\u00a0and two-time\u00a0RuPaul\u2019s Drag Race All-Stars\u00a0 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\u2026.or the one for right now.\u00a0 Mirrored after the throwback classic\u00a0The 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\u2019s 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.\nGet The Deal\n\nNot Even Kryptonite Could Stop Them\nIs it a bird? Is it a plane? No, it\u2019s 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\u2019s popular podcast\u00a0Inside 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.\nGet The Deal\n\nIn Case You Missed It\nSpending Time with Digital Audio\nBack 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 \u201creal\u201d radio, and streaming would be added for a nominal fee, often making the line item \u201cadded value\u201d. Oh, how the times have changed!\nIn their recent \u201cUS Time Spent With Media\u201d, 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).\n\nBut while we believe Podcast and Streaming should be a part of every marketer\u2019s bag of tricks, don\u2019t 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)\u00a0which is nothing to gloss over.\nRead More\n7.5 Million More Ways to Measure Audio Creative\nOxford Road’s friend in the industry,\u00a0Veritonic, just announced a $7.5m funding round to expand its audio analytics platform. If you haven\u2019t 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\u2122 (Oxford Road\u2019s 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\u2019d like to learn more about how we do it,\u00a0send us an email.\nRead More\nTimeless Wisdom on Advertising in a Recession\nWith a recession looming, many marketers are rethinking their strategy, potentially deciding to cut back on their advertising. It\u2019s 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\u2019re 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\u00a0an article\u00a0for this newsletter. While\u00a0he may have been a tad early in his prediction of an economic downturn, the recommendations are as relevant as ever.\nRead More\n\nThis Week in Great Podcast Reads\nThe Power of Honeylove\n\u201cBrooke Miccio loves\u00a0Honeylove\u00a0so much.\u201d A statement straight from Gals on the Go\u00a0host Brooke Miccio herself. The line is simple yet effective, a little rhythmic even, but most importantly, it\u2019s true, and she\u2019s not afraid to prove it. Using something from our Audiolytics\u2122 framework we call Demonstration, she details the specific Honeylove shapewear she purchased, its style, right down to the size she bought\u2014we 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\u2019s 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\u2019t relate to that?\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1476,"title":"Gillie and Wallo Redefine The Podcast Game","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/06\/c7eefa56-b2cb-498b-879a-5a9e4ef9cabd_FINALgilliewallosquareforwebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/gillie-and-wallo-redefine-the-podcast-game-it1\/","date":"June 29, 2022","description":"Legendary Philadelphia hardcore rapper Gillie Da King is regarded as the \u201cKing of Philly\u201d by fans who adore him and his writing skills.\nHis cousin, Wallo267, after serving a 20-year prison sentence, transformed his life to become a TED speaker, social media influencer, activist, and marketer.\nGillie 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\u2026\n\u201cWe just regular human beings who understand that human beings make mistakes and everybody\u2019s not perfect.\u201d\n– Gillie Da King\nGillie 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.\nThis authenticity also allows Gillie and Wallo to disentangle complex cultural issues like balancing cultural appreciation and appropriation with white audiences, social sensitivity, and forgiveness.\nMillion Dollaz Worth of Game is a gold mine for brands looking for an authentic endorsement. Their ad-reads are unskippable\u2013in Gillie\u2019s words, \u201cit\u2019s not an ad when it\u2019s with us\u201d\u2013 case in point, this New Amsterdam Vodka read.\nIf you\u2019re 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.\nTune in to hear:\n\nGillie and Wallo\u2019s unique take on endorsing advertisers\nTheir top five life-changing guests of all time\nThat time Snoop got vulnerable\nWallo\u2019s TED talk on why he forgave his brother\u2019s killer\n\nClick below to hear the entire conversation (NSFW).\nListen to the Interview","landing_redirection":""},{"id":1522,"title":"The Obamas Are Moving; How Inflation with Affect Your Business; A Naked Lunch With Two Guys Nobody Wants to See Naked","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/92c90a31-f7b7-49f7-b509-54d96838b33b_6.22.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/yesterday-marked-the-beginning-of-summer-bringing-with\/","date":"June 22, 2022","description":"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\u2019ve been scuba diving through the dumpsters of the deep web to bring you the finest marketing news.\nThe biggest story in podcast is that the Obamas found a new home. No, we\u2019re not talking about the 7,000-square-foot\u00a0Martha\u2019s Vinyard compound\u00a0they purchased a few years back; we\u2019re talking about their Higher Ground podcast network (The Michelle Obama Podcast\u00a0and\u00a0Renegades: Born in the USA, and others).\nEarlier 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.\nEither way, the move is interesting for two reasons. First is that some of Spotify\u2019s multi-million dollar podcast acquisitions they made just a couple of years ago are falling apart. While some Spotify exclusives like\u00a0The Joe Rogan Experience\u00a0and\u00a0Call Her Daddy\u00a0show no sign of wear, others like\u00a0Last Podcast on the Left\u00a0have opted to jump out of the walled garden in an effort to make their podcasts available outside of the Spotify ecosystem.\nSecondly is where the former president and first lady are taking their network. Rather than going to a giant distributor like iHeart, they\u2019re inking the deal with Amazon\u2019s Audible, which has been\u00a0quietly building its podcast offerings\u00a0for the past couple of years. In discussing the new deal, President Obama said in a statement. \u201cI\u2019m looking forward to partnering with them to tell stories that not only entertain but also inspire.\u201d\nThe Influencer predicts that we will see similar podcast shuffling when, like this one, deals from Spotify\u2019s massive podcast binge a couple of years ago come up for renewal. Perhaps we\u2019ll see new players jump into the space in an effort to expand their piece of the pie. One thing is certain\u2013podcasts are hotter than an Arizona summer.\n\nThe Classifieds\n\nMy Dinner with Phil\nEverybody Loves Raymond\u00a0and\u00a0Somebody Feed Phil\u00a0creator 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\u2019s premise by having meals with figures in the worlds of entertainment and the culinary arts. Whether they\u2019re eating a scrumptious meal with a fellow gourmet or having a sit-down with Michelle Yeoh in Phil\u2019s 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\u2019ve got a bit of that sweet cheddar set aside for new experiments, click below for more details.\nGet The Deal\n\nVictims’ Families Give Listeners An Inside Look\nIn 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.\nGet The Deal\n\nIn Case You Missed It\nThe Obamas Make Their Move\nWe\u2019ve known that the Obamas were leaving Spotify since April, but until this week, we didn\u2019t know where they would land. In case you missed the opening of this week\u2019s newsletter, they\u2019re 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.\nRead More\nAn Unfathomable New Podcast Player\nSpeaking of podcast platforms, a new player is entering the space with a unique advantage that could make some waves. Fathom\u00a0is a first-of-its-kind podcast streaming platform that uses AI to comprehend entire podcasts. What does that mean? Let\u2019s say you want to know how to reverse sear a steak. Fathom users can ask, \u201chow to reverse sear a steak\u201d 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\u2019s recommendations. With Apple and Spotify representing over 60% of podcast consumption (eMarketer), it\u2019s 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.\nRead More\nHow Inflation is Hitting Main Street\nInflation is affecting everything, and eMarketer released a breakdown of which industries will\u00a0feel the pinch the most.\n\nTheir 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\u2019d like to learn more, reach out by\u00a0clicking here.\nRead More\n\nThis Week in Great Podcast Reads\nRyan Bailey Proves Zocdoc Is His Healthcare Go-To\nOne 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\u2019re talking about people like Ryan Bailey, of the So Bad It\u2019s Good podcast. You\u2019ve gotta love a guy who can essentially put himself on the hook by stating he\u2019s going to prove why\u00a0Zocdoc\u00a0is 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\u2019s a strong testimonial a-brewin’. Clearly, Ryan\u2019s skills don\u2019t end at talking about the pop culture news everyone loves to hate. This is what we talk about when we talk about commitment.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1516,"title":"Spotify\u2019s Audio Domination Plans; Radio\u2019s Latest Try At Becoming Digital; Another Tik Tok Star Launches a Podcast; Indeed\u2019s Baseball Success Story","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f5735327-3267-482b-a009-64e76dcff7b4_6.15.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/invest-day-2022\/","date":"June 15, 2022","description":"Happy Wednesday. May this week\u2019s message find you well as you seek out the last-minute gift for dad (we refuse to do the dads and grads thing here).\nThe biggest story in our world comes from our friends at Spotify.\nSpotify 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\u00a0INVEST DAY 2022, shared their plan to increase \u201cThe Spotify Machine\u2019s\u201d capabilities by developing a unique set of software, services, and products and business models tailored for each vertical they\u2019re conquering.\nThis year\u2019s Invest Day included the typical, financial recaps and the obligatory, \u201cfirst and foremost, Spotify is a music company\u201d talk, but quickly turned to the innovations and expansion their making in the non-music audio space.\nThe 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.\nThe biggest news to come out of the event (in our opinion) is that they are\u00a0setting their sites on Audiobooks. After purchasing the platform\u00a0Findaway\u00a0last 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\u2019t waned. Spotify CEO Daniel Ek said in his speech, “while it\u2019s 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\u2013book nerds.\nIn addition to these leaps forward, Spotify also revealed their plans to expand the tools that they\u2019ve acquired (Podsights, Charitable, and more) into their business as a whole. A topic that we share later in this newsletter (keep reading).\nIf you\u2019ve been waiting on the sidelines about testing into Spotify because of their high minimums and restrictions, it\u2019s 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\u2019s time to get in the game.\nKeep reading for more news and opportunities! Happy Wednesday and happy Father\u2019s Day to the Dads out there.\n\nThe Classifieds\n\nThey Came, They Saw, They Reported the News\nTik 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\u2019re 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.\nGet The Deal\n\nHost Uses Synergy to Create Success through Sensuality\nIn 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\u2019re 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nSpotify Shares Audio Domination Plan\nWe shared a more robust breakdown of the important details of Spotify\u2019s \u201cInvest Day 2022\u201d above, but for those skimmers out there, here you go\u2026 Invest Day is Spotify\u2019s chance to share the progress they\u2019ve made over the years along with details about how they\u2019ll continue to innovate and grow over the short and long term. To sum it up\u2013these guys are now a major player in audio and they\u2019re only going to get bigger.\nRead More\nRadio Still Trying to Be Digital\nWe 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\u2019s tool kit. However, what radio doesn\u2019t 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\u2019s\u00a0new 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\u2013all in-dash. The issue is, we have Netflix and Spotify and they work better. The beauty of radio is its simplicity. It\u2019s 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\u2013Xperi\u2019s toy is useless. This \u201cinnovation\u201d will undoubtedly end up in the radio graveyard along with countless other efforts to make radio something it\u2019s not.\nRead More\nThe Gamers Take Over\nThe 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\u2019s behind a paywall. If you\u2019d 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.\nRead More\n\nThis Week in Great Podcast Reads\nA Baseball Podcast Success Story\nProclaiming yourself an Indeed\u00a0Success Story means you\u2019ve gotta deliver the goods by demonstrating why. The host of\u00a0Baseball America\u2019s podcast does just that in his ad read for the renowned hiring platform, and he doesn\u2019t disappoint. Taking us through his experience, providing lots of specificities\u2014specificity is key\u2014we get an in-depth account of what it\u2019s 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\u2019s prospects. When it comes to brand endorsements, it goes without saying, these guys have got the talent.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nJames Ingrassia, Marketing Brew Debut\nEarlier in this week\u2019s 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\u2019s definitely worth the read and if you\u2019re not subscribed to Marketing Brew already, we suggest you do so immediately. And, not just so we can get the swag through referral credits!\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1492,"title":"Tom Webster Talks 3 Major Podcast Audience Rankers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ac5b135b-ffac-453b-a6bc-098d4acdee87_6.8.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/were-in-the-second-week-of-june-if-you-can-believe\/","date":"June 8, 2022","description":"We\u2019re 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\u2019re getting more OOO email bouncebacks than the week between Christmas and New Year\u2019s Day., The Influencer is hard at work digging through the trash to share the information you need to know – even if you\u2019re reading this on a beach with your favorite \u201cyacht rock\u201d jams playing somewhere in the background.\nOur first article comes from Sounds Profitable. In yesterday\u2019s edition,Tom Webster provided a detailed breakdown of the various differences between the 3 major podcast audience rankers; Triton, Podtrac, and Edison.\nThe article states that while many may act like it, Podcast ISN\u2019T a digital platform, but it does offer richer and deeper analytics than are available with radio, TV, or public relations.\nThe 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.\nTom wraps his exploration up with a simple yet profound truth, \u201cgo with the most conservative audience estimate you have, consult multiple sources, and use your common sense.\u201d We couldn\u2019t agree more. If you\u2019re 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\u2019re probably on vacation, you can also listen by clicking this link).\nContinue reading to learn about Quentin Tarantino\u2019s 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\u2019t spill your hard seltzer on the laptop. You still have work to do.\n\nThe Classifieds\n\nGrindhouse and Gore Makes for a Podcast Galore\nFormer Video Archives\u2019 employees, Pulp Fiction\u00a0collaborators, 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\u2019s been 30 some years since the former amateur film experts pitched their wares behind a video rental store\u2019s 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\u2019s nostalgia, and long-forgotten trivia and history. Follow the path of the righteous man to the link below for more details.\nGet The Deal\n\nPrankster Makes his Podcast Debut\nFormer prankster and vlogger Roman Atwood is expanding from his Youtube\u00a0empire 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\u2019s days, bring a bit of levity to the subject of parenthood, and open themselves anew to Atwood\u2019s combined 25.5m followers. The show is also available through simulcast on the couple\u2019s newest\u00a0Youtube 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.\nGet The Deal\n\nIn Case You Missed It\nA Tale of Three Rankers\nSounds 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.\nRead More\nPodcast Buyers Asking for Shorter Ads?\nLast week, DIgiday posted an (in our opinion, misleading) article that shares how some podcast networks are offering custom-branded, 2-3 min \u201cmini infomercial\u201d 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 \u201cnormal\u201d 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 \u201cpreferred and the most common.\u201d 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\u2019t offered or if the 30-sec spot is at a ridiculously low CPM. So stay away from the custom integrations; they\u2019re usually not worth it but fight like hell to keep as many 60-sec host-read ads in your campaign as you can.\nRead More\nThe Rise of The Companion Pods\nIn today\u2019s 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\u2019re 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\u2019t share, but we will, is that from a performance perspective, these shows work. There\u2019s 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\u2019ll see some of these shows in your plan, and chances are it will work.\nRead More\n\nThis Week in Great Podcast Reads\nThe New Game-Changing Console\nWe talk about the importance of host-read ads sounding authentic, but what does that authenticity sound like? Dynamic Banter! with Mike and Steve\u2019s spot for\u00a0Backbone, that\u2019s 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. \u00a0Most importantly, they nail Backbone\u2019s messaging, hitting on why this new gaming device that turns your phone into a handheld console is so revolutionary\u2013all while keeping the good times rolling. They probably couldn\u2019t make a read sound scripted if they tried.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1491,"title":"Edison Shows How Not to Buy Podcast Ads; Why Your Customers Are Leaving You; A New Podcast Reveals Your Secrets; Picky Podcast Host Persuades","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b47f5dc6-5a68-46d4-b1a5-8a95c5ea9bcd_6.1.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/edison-shows-how-not-to-buy-podcast-ads\/","date":"May 30, 2022","description":"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\u2019s Weekly Insights Email (subscribe here).\nWith a reported 4.1 million podcasts globally, it\u2019s daunting for many advertisers to know how to jump in. Edison\u2019s recent report attempts to put everything into perspective.\nAccording 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.\n\nHowever, the problem with Edison\u2019s assessment is twofold.\nFirst, 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\u2019d 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.\nBut let\u2019s 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 \u201cget your word out\u201d 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.\nThe podcast advertising landscape is littered with the bones of brands that have employed a similar strategy. When we speak to prospective advertisers who have \u201ctried Podcast but couldn\u2019t make it work\u201d, 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, \u201ccost-per\u201d and ROAS targets are seldom met.\nChasing 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.\nThe rest of this week\u2019s 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.\nAs 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.\n\nThe Classifieds\n\nThe Terrible Twos Meet Their Mommy Matches\nBeing the parent of a toddler is the hardest job you could ever have, and most parenting guides don\u2019t 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\u2019s 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\u2019s 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.\nGet The Deal\n\nSubmit Your Sins for Our Enjoyable Cringe\nSome of the best content on the internet comes from anonymous sources, a fact that Youtuber\u00a0Alyx Weiss\u00a0knows 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\u2019s 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\u2019 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.\nGet The Deal\n\nIn Case You Missed It\nHow Many Podcasts Do You Need?\nEdison 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.\nRead More\nWhy Your Customers Are Switching Brands\nWith 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.\n\nRead More\nConversational Ad Targeting?\nAcast\u00a0just 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\u2019s say you\u2019re 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\u2019s AI tool for\u00a0brand safety, but rather than highlighting shows with a potential risk for a brand, Acast\u2019s tool highlights an opportunity to align your message within the conversation on a particular episode. More details on Acast\u2019s new toy to follow, but if you\u2019re interested in testing,\u00a0let\u2019s talk.\nRead More\n\nThis Week in Great Podcast Reads\nSharp Tongue Delivers a Pointed Read\nAs 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\u2019re talking about a supplement for hair loss, in a market saturated with over-the-counter cure-alls and all-natural gimmicks. Who wouldn\u2019t be skeptical? Sharp Tongue\u2019s Jessimae Peluso\u00a0feels your pain. That\u2019s why she provided next-level substantiation in her endorsement for Nutrafol\u2014the #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\u2019s office. It\u2019s clear why a podcast like\u00a0Sharp Tongue\u00a0has such a loyal following and continues to prove itself as a favorite among brands.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1483,"title":"Price is Right Star Hits The Podcast Circuit","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/91eaf22c-534a-4868-8a45-cee65ea38b00_5.25.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/watch-here\/","date":"May 25, 2022","description":"We\u2019re 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.\nAs for Audio\u2026 the biggest news of the week is that SXM made a significant play to purchase Conan O\u2019Brien\u2019s 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\u2019s 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\u00a0previous acquisitions\u00a0are upended.\nIn 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.\nWatch Here\n\nThe Classifieds\n\nMiddle School Experts Give Adolescents Some Ease\nPenn Badgley may play a predator on Netflix\u2019s You, but in this newest podcast from Midroll, he\u2019s 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\u2019s celebrity friends, and conversations about mental health and processing emotional trauma. Their first episode featured a stimulating discussion with fellow\u00a0Gossip Girl\u00a0alum 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.\nGet The Deal\n\nStand-up\u2019s Show Finally Goes Simulcast\nThis isn\u2019t a gag: Pete Holmes\u2019 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\u00a0Crashing, 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\u2019t discouraged, but you\u2019re safer clicking the link below for more details.\nGet The Deal\n\nIn Case You Missed It\nHot Coco News\nIn a surprising move that harkens back to the podcast acquisitions of 2020, SXM announced the purchase of Conan O’Brien\u2019s Team Coco podcast network Monday for a reported $150m. In addition to the flagship show, Conan O\u2019Brien Needs a Friend; the deal includes other popular shows on the network, including Why Won\u2019t 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\u2019s 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.\nRead More\nCall Girls & Wild Turkey\nSpotify’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 \u201cpodcasts\u201d that were advertisements for call girls that used the streaming companies’ lack of monitoring content to promote the world\u2019s oldest profession. Secondly, a server error placed the Wild Turkey whiskey brand onto several podcasts, including SoberCast, the Unofficial AA podcast, with an \u201corder here\u201d call to action. While these challenges raise trust issues for both podcasters and brands, Spotify\u2019s momentum shows no sign of slowing down, and the performance for the advertisers we\u2019re running on the platform is promising.\u00a0Brand Safety Tool, anyone?\nRead More\nCookie Monster is Sad\nThe 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.\nRead More\n\nThis Week in Great Podcast Reads\nBusy Loving Her Theragun\nBusy Phillips wants you to know how she feels about one of her best friends, her Theragun>, in an ad read that\u2019s nothing short of a love letter. If her impromptu jingle doesn\u2019t get you, she goes deeper\u2014almost as deep as the percussive therapy device does when releasing muscle tension\u2014to 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\u00a0Busy Phillips is Doing Her Best\u00a0podcast crushes an endorsement. When expressing true love for a brand, these are your gals.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nJames Ingrassia – Marketing Champion\nEach week, DailyAdBrief.com shares the Marketing Champions podcast, where they interview marketing experts from across the country. Last week, Oxford Road\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4552,"title":"It\u2019s the End of the Internet as We Know It; Lindsay Lohan Does Podcast; Turns Out Podcast is Good Business","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-17.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/its-the-end-of-the-internet-as-we-know-it-2\/","date":"May 18, 2022","description":"It\u2019s the end of the internet, as we know it.\nIt\u2019s 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\u2019ve 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\u2019t even handle more scripted films and series.\nEnter Matt Belloni, former top dog at The Hollywood Reporter, current co-founding partner at Puck News, and this week\u2019s guest on the Media Roundtable podcast.\nHe 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.\n\u201cDiscovery is a big problem in streaming right now. It\u2019s still overwhelming and they need to do a much better job with curation and pushing stuff to the right people.\u201d\u00a0 -Matt Belloni\nMarketers 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,\nIncluding:\n\nWhy comedians are being attacked on stage and what that means about how we think about free speech\nWhy everyone needs an ad-supported tier (except Apple)\nHis experience of the Oscars slap as a member of the audience, and his emergency podcast live from inside the Dolby Theater\nHot Takes on current media news including Twitter\u2019s new potential owner\nHow to balance the Wild West of the creator economy with the infrastructure that supports good journalism\n\nIf you want to hear the perspectives of an industry insider and creator, whose job is to talk about industry insiders and creators, you\u2019ll dig this discussion with Matt Belloni. Hop in by clicking below.\nListen to the Interview\n\nThe Classifieds\n\nNot Just Rumors, She\u2019s Only Having Fun\nAmerica\u2019s 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\u00a0Queer Eye\u00a0member 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.\nGet The Deal\n\nPretty Pennies Get Penny Pinched\nWith economic woes looming and consumers starting to reign in spending, \u201cPersonal finance\u201d is a much sexier topic than in the recent past. Podtrac is here to help, as they have recently made the YouTube channel\u00a0The Financial Diet\u00a0open 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\u2019t diet, indulge, by clicking below for more details.\nGet The Deal\n\nIn Case You Missed It\nNew Nielsen Study Shares Good News For Podcast\nNielsen\u2019s latest Podcast study reveals even more good news for a medium that is already having a field day. As Podcast comes into its own\u00a0post COVID, the Nielsen study claims that \u201cpodcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement\u201d, and that \u201dpodcast listeners are more likely than the general population to resume some of their pre-pandemic activities\u201d. As perhaps the greatest champions of Podcast as an advertising channel, we couldn\u2019t agree more. To learn more about Nielsen\u2019s study, or to schedule a consultation with one of our Podcast advertising specialists,\u00a0click here.\nRead More\nTransforming The Future of TV Advertising\nConnected 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\u2019s 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\u2019re interested in learning more about how your business could approach testing into CTV, we should talk. Click here\u00a0to learn more.\nRead More\nYouTube Grows Up\nYouTube 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.\nRead More\n\nThis Week in Great Podcast Reads\nOuter Your House, Back to Work\nMuch like a well-crafted story or a great joke, the success of an ad can ride on a strong Setup. Lose \u2018em in those first few seconds and you\u2019re dead in the water; it won\u2019t matter how good your offer is. To hear how it\u2019s done right, listen to Back to Work\u00a0deliver their read for\u00a0Outer, 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\u2019s 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\u2019s messaging. It\u2019s no wonder Back to Work is an award-winning show that offers plenty of insight on productivity, communication, work and so much more.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nRedwine Speaks Sonic Truth\nOxford Road\u2019s own VP of Creative Services, Stew Redwine, made an appearance on The Sonic Truth Podcast last week to talk about what he loves most\u2013podcast advertising. Stew speaks with\u00a0Kristin Charron, VP of Marketing at\u00a0Veritonic\u00a0to 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\u2019ve\u00a0 never heard Stew speak, buckle up, his energy is infectious, and his knowledge of making the ads work is unmatched.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1475,"title":"It\u2019s The End of the Internet as We Know it","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/3f51c2b3-7526-4d42-8902-1138b5395db3_MR-MattWebsite1.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/its-the-end-of-the-internet-as-we-know-it\/","date":"May 18, 2022","description":"It\u2019s the end of the internet, as we know it.\nIt\u2019s 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\u2019ve 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\u2019t even handle more scripted films and series.\nEnter Matt Belloni, former top dog at The Hollywood Reporter, current co-founding partner at Puck News, and this week\u2019s guest on the Media Roundtable podcast.\nHe 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.\n\u201cDiscovery is a big problem in streaming right now. It\u2019s still overwhelming and they need to do a much better job with curation and pushing stuff to the right people.\u201d\u00a0 -Matt Belloni\nMarketers 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,\nIncluding:\n\nWhy comedians are being attacked on stage and what that means about how we think about free speech\nWhy everyone needs an ad-supported tier (except Apple)\nHis experience of the Oscars slap as a member of the audience, and his emergency podcast live from inside the Dolby Theater\nHot Takes on current media news including Twitter\u2019s new potential owner\nHow to balance the Wild West of the creator economy with the infrastructure that supports good journalism\n\nIf you want to hear the perspectives of an industry insider and creator, whose job is to talk about industry insiders and creators, you\u2019ll dig this discussion with Matt Belloni. Hop in by clicking below.\nListen to the Interview","landing_redirection":""},{"id":1524,"title":"Elon\u2019s New Toy; Apple and Amazon Capitalize on Facebook\u2019s Downturn; Podcast is What We Knew it Was","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5355557a-fff4-4370-989b-3ca08437d8fa_5.11.22.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/elon-new-toy\/","date":"May 11, 2022","description":"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\u2019s planning to do with his new Twitter toy, and it\u2019s pissing a lot of people off.\nLater this year, Twitter may be in the sole hands of the modern-day Henry Ford, and in their\u00a0recent 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\u2019s plan to charge governments and commercial users a \u201csmall fee\u201d and how he may shift away from ads altogether moving towards a subscription model. Even more divisive, Musk\u2019s thoughts on opening the platform to previously blocked users like\u00a0Trump, and his promise to make Twitter a forum for \u201cfree speech\u201d has many unsettled and others vowing to\u00a0leave the platform\u00a0altogether. This story will continue to evolve, but if you\u2019re planning on spending for ads on Twitter in 2023, the future is uncertain.\nIn 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.\nOn a positive note, the podcast industry continues to soar as revenues increase and the IAB has the receipts to prove it.\nWe also have two great podcast opportunities for your consideration, both about relationships, and both destined to perform for many advertisers.\nFinally, 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.\n\nThe Classifieds\n\nRevisiting the Rules of Engagement\nWe 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\u2019s Sibling Revelry\u00a0(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.\nGet The Deal\n\nHead Shrinker Helps Expand Sister\u2019s Mind\nIf you like getting a friend\u2019s advice, but you\u2019re always wondering in the back of your mind, \u201cWhat would a therapist say?\u201d Betches has the podcast for you. Co-hosted by Jordana Abraham (U Up?,\u00a0Betches Brides) and her sister Dr. Naomi Bernstein, this\u00a0 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\u2019s 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\nGet The Deal\n\nIn Case You Missed It\nTech Biggest Names Rethink Ad Revenue\nAmazon and Apple are increasing advertising revenue in major ways. Despite the thrash that has come from Apple\u2019s 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\u2019s lack of performance has left, Apple and Amazon can show you the way. But we have a better idea, keep reading.\nRead More\nPodcast Revenue Soars\nThis week, the IAB confirmed everything we\u2019ve been talking about for years; Podcasts are exploding. Not only did the channel hit $1B in revenue last year, but it\u2019s 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\u2019re not already seeing the success of this channel, you\u2019re behind the eight-ball. To access a copy of the full report, and to see how podcast may work for your business\u00a0click here.\nRead More\n\nThis Week in Great Podcast Reads\nEnergy Tip from a Lone Survivor\nIf an ex-Navy SEAL wants to give you advice on how to keep that heart ticking longer you listen\u2014especially when that Ex-Navy SEAL is Marcus Luttrell, whose special mission inspired the film Lone Survivor. Maybe that\u2019s why his read on the Team Never Quit\u00a0podcast, for\u00a0SuperBeets, 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\u2019ve overcome the impossible, tune in to his weekly podcast\u00a0Team Never Quit.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4564,"title":"A Hard-Learned Lesson About Media Test Budgets; Welcome to The Crypto Cafe; Marketers Get Traditional; OTTs 180\u00b0 Take on Advertising","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/5k-is-not-enough.png","image_alt":"5k is not enough","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-hard-learned-lesson-about-media-test-budgets-welcome-to-the-crypto-cafe-marketers-get-traditional-otts-180-take-on-advertising\/","date":"May 4, 2022","description":"While the\u00a0Media Roundtable\u00a0team is on a much-needed Spring Break, The Influencer shares a cautionary tale about marketing test budgets from industry veteran and Oxford Road friend\u00a0Chris Nella.\nChris 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.\nAny 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.\n$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).\u00a0\nFor 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…\nRead The Article\n\nThe Classifieds\n\nGrieving Father Takes the Law Into His Own Hands\nFrom the creators and hosts of The Opportunist\u00a0and 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\u2019s 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\u2019s 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.\nGet The Deal\nHODL this Podcast Over all Others\nFor those who want to learn more about the Metaverse, but feel like it\u2019s 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, \u00a0Brit Morin, and Jaime Schmidt to engage on topics related to women and non-binary people\u2019s 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\u2019s aim for all-time low pricing by clicking below.\nGet The Deal\n\nIn Case You Missed It\nCharitable Ditches Pixel Attribution\nPodNews shared an official email from Chartable\u00a0today that maps out the future of the company. After\u00a0Spotify purchased\u00a0the company along with\u00a0Podsights\u00a0back in February, many were curious about what this meant for the podcast analytics & attribution company. Now it\u2019s 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.\nRead More\nWhat\u2019s Old Is New\nWith 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\u00a028th 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\u2019t call out streaming audio or podcast, these channels are also faring very well in the shift away from digital ad spend. If you\u2019re interested in learning more about the old\/new marketing tactics that are shaping the future,\u00a0May The Fourth Be With You\u00a0(we had to get one in there).\nRead More\nPremium Streaming Services Change Their Tune on Ads\n\u201cPay for our premium streaming service\u201d, they say. \u201cNo more annoying ads\u201d, they say. But all of that\u2019s about to change. We\u2019ve shared the news of Netflix, HBO, Disney+, and more rethinking their stance on ad-supported subscription tiers, now we\u2019re 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 \u201cframe\u201d 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.\nRead More\n\nThis Week in Great Podcast Reads\nRapaport Gets Savage on Savings\nMichael Rapaport is certainly not shy when it comes to voicing his frustrations on the myriad topics he\u2019s passionate about, be they sports, music, movies, and life\u2019s 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\u00a0I AM RAPAPORT: STEREO PODCAST\u00a0and 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, \u201cI don\u2019t promote it if I don\u2019t use it,\u201d he makes this read his own.\u00a0 Subscription services beware. Boy, are we glad he\u2019s on our side for this one.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nOxford Road Adds Three Key Team Members\nThe Oxford Road team is growing and word is getting out. Last month, we welcomed\u00a0 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1479,"title":"$5k is Not Enough","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/5k-is-not-enough.png","image_alt":"5k is not enough","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/5k-is-not-enough\/","date":"May 4, 2022","description":"$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. The effectiveness of this is 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).\nFor 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.\nNew media channels are a gamble. To balance risk and upside, structuring a test with an outcome in mind and spending as little as possible to understand the viability of a campaign, via both performance and scale is responsible.\nEarly in my customer acquisition career, I was so excited to test everything emerging under the sun. Back then I had to pass on most deals larger than five figures because my more experienced management did not see the upside of what I thought was a nominal risk. So, I had to stay under that figure or make a compelling case for anything greater.\nWhy? Because I chose not to focus on pushing what is working in favor of the shiny or grass is greener for further growth.\nThe greater budget freedom was not available to me because I struggled to put together a strategic rationale that explained why X was a better use of resources than Y.\nI was ahead of the curve in quantifying funnels (or customer journey) and measuring performance, but could not explain why the gamble was worth a five-figure bet in a manner that demonstrated upside.\nAs a result, I spent too much time testing networks and platforms that did not have minimums.\u00a0 Hoping the immediate performance was close enough to our average performance to increase our investment. When it did, I would graduate the channel from my bench into my core mix. When it didn’t and was more often the case, I’d still consider coming back to the channel when there was a material difference between their product and ours.\nLike most MLB batters, tests converted in the typical 25% range, so I would reference the difference between an all-star (.300 batting average) and a failure (the “Mendoza line” of .200).\nToday, a round minimum figure to test a media channel is too often used to justify required FTEs in order to make sure the brand is taken seriously.\nIn a rational world, a minimum test budget is a byproduct of bespoke brand KPIs calculated from a bottoms-up approach. I understand a media channel or agency\u2019s cost of doing business, but it shouldn’t come at the expense of their future growth from the brand.\nA publicly traded ad platform prompted this rant. They said $5K was enough to test. And in Q4! The brand\u2019s media agency agreed. I requested their forecasted results and what went into the figure. None were used. Just that $5K is enough to test. I couldn\u2019t resist asking what AOV they used in their forecast. When they shared it was 20% of ours, they assured me that their recommendation remained valid.\nA month after the test concluded, a campaign recap was not put together to tell its story and how less than the minimum amount was actually spent. The test was a waste of everyone\u2019s time involved because we have inconclusive results of whether or not this channel could be viable.\nStill, it stands to reason that a minimum ought to be brand-specific because if your measurement of success is a purchase with a high AOV and lower conversion rates, your minimum will be more than that of a brand with a greater conversion rate (because of a lower AOV or other reasons).\n$5K is not enough, in fact, after years of experience, $50K is really not enough to test something like audio. In fact, audio may be one of the less expensive alternative mediums to test into due to creative production costs.\nIf I could manage my younger self, I would model forecasted results from the bottom up with comparable, actual conversion metrics. Then, incorporate the media channel\u2019s average CPMs, CTRs, and other metrics, creating a red flag when the outcome likelihood of success is out of whack.","landing_redirection":""},{"id":4569,"title":"Live from SXSW Part III: Brand Leaders on Balancing Brand Values & Business Objectives; Elon Goes Full Tony Stark; NFT Hits The NY Restaurant Scene","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-21.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-sxsw-part-iii-brand-leaders-on-balancing-brand-values-elon-goes-full-tony-stark-nft-hits-the-ny-restaurant-scene\/","date":"April 27, 2022","description":"In a world where, according to Edelman\u2019s 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.\n\u201cBrands have been trying hard to be influential and now\u2026 you\u2019ve got the influence. The responsibility is now on a brand to take a stand.\u201d\n-Jory Des Jardins\nThis week, Oxford Road\u2019s 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.\nTune in to hear:\n\nHow to actually measure brand purpose\nWhat you need to give up to\u00a0 align with your brand values\nApple\u2019s calculated security move\n\nBrand-advertising alignment can be a frantic mess, or it can be a thoughtful step in your brand evolution. Click below to understand the difference.\nListen to the Interview\n\nThe Classifieds\n\nKiwi Finds Friendship With Bald Eagles\nArmchair Expert Umbrella\u2019s 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\u2019s 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.\nGet The Deal\n\nKristin Cavallari is All About The Dramaaaa\nEvery kid, growing up, has a vision of what they want high school to be. For many MTV viewers in the early 2000s\u00a0Laguna Beach\u00a0was the clearest example of what cool, privileged, connected high schoolers were like. Dear Media is producing a new podcast to be launched this July\u00a0 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nIt\u2019s The Tesla of Social Media Platforms\nThe 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 \u201cnew features, making the algorithms open source to increase trust, defeating the spam bots and authenticating all humans,\u201d many speculate (based on very public comments he\u2019s made in the past) that Musk aims to loosen Twitter\u2019s 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\u2019s 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?\nWe\u2019d love to hear your thoughts.\nRead More\neMarketer Invites You to Peruse the Proliferation of Podcast\nIt took Podcast 17 years from its inception to hit the $1b revenue mark in 2021. But according to eMarketer\u2019s US Podcast Advertising Report that came out this week, spend on the platform will double in less than two\u00a0 years, accounting for nearly one-third of digital audio services ad spend.\n\nThe 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\u00a0emailing us.\nRead More\nAs Long as You Spell My Name Right\u2026\nIf you don\u2019t have something nice to say about a podcast, you may just give them 2 Million new listeners. On the Friday episode of\u00a0The 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\u2019t publicly share data on the JRE, a source told the\u00a0Hollywood Reporter\u00a0that 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\u2019s clear that the negative controversy did not hurt, and may have helped build the show\u2019s audience even further.\nRead More\n\nThis Week in Great Podcast Reads\nSustainability From the Inside Out\nMany podcasters preach the benefits of self-empowerment and personal growth. The hosts of High Vibin\u2019 It\u00a0are 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\u00a0Grove. 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\u2019re looking for a podcast that endorses holistic solutions with powerful messaging look no further.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1547,"title":"Live from SXSW Part III: Balancing Brand Values and Business Objectives","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/04\/192f2180-2c46-49b5-bf99-8670ddae6ed5_MR-SXSWWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-sxsw-part-iii-balancing-brand-values-and\/","date":"April 27, 2022","description":"In a world where, according to Edelman\u2019s 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.\n\u201cBrands have been trying hard to be influential and now\u2026 you\u2019ve got the influence. The responsibility is now on a brand to take a stand.\u201d\n-Jory Des Jardins\nThis week, Oxford Road\u2019s 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.\nTune in to hear:\n\nHow to actually measure brand purpose\nWhat you need to give up to\u00a0 align with your brand values\nApple\u2019s calculated security move\n\nBrand-advertising alignment can be a frantic mess, or it can be a thoughtful step in your brand evolution. Click below to understand the difference.\nListen to the Interview","landing_redirection":""},{"id":4573,"title":"Live from SXSW Part II: Preserving Trust as Podcast meets Adtech; Netflix and Disney Jump on The AdWagon: Facebook Hates Podcasts","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-13-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-sxsw-part-ii-preserving-trust-as-podcast-meets-adtech-netflix-and-disney-jump-on-the-adwagon-facebook-hates-podcasts\/","date":"April 20, 2022","description":"This week we\u2019re serving up a panel discussion with some of the leading minds of the industry, from last month\u2019s SXSW for you to feast upon. Oxford Road\u2019s Jennifer Laine sits down with industry experts Bryan Barletta founder of Sounds Profitable, iHeart Radio\u2019s 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\u2019s next in the medium.\n\u201c14 years in ad tech and all I\u2019ve watched is people kick things down the road. There\u2019s not a lot of money in transparency\u201d\n-Bryan Bartletta\nTogether these deep thinkers and far-seers examine podcast industry trends from every angle and look into the future of the industry they\u2019re collectively shaping.\nTune in to hear:\n\nHow brands are managing values and customer trust while advertising in podcasts\nHow Podcasts Influence real-world behavior\nThe good bad and ugly about Ad Tech in Podcast\nHow voice is the key to trust in the Metaverse\nHow Brands can use context to set tolerance levels in media planning\n\nYou\u2019re not going to want to miss this week\u2019s episode. Click below to hear the entire conversation.\nListen to the Interview\n\nThe Classifieds\n\nThese Stories are Bearley Believable\nOur 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.\nGet The Deal\n\nXXY Examines the ABCs of True Crime\nThough women have historically been the target listeners of true crime they are oftentimes only portrayed as the victims in those same stories.\u00a0True Crime Obsessed\u00a0co-host Gillian Pensavalle wants to shine a bright light on that fact in her new podcast from the folks over at Audioboom. On Pensavalle\u2019s newest show she will interview actual detectives, witnesses, and central figures in some of the least covered criminal cases, with the distinction that they\u2019re 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\u2019ll give you a clue: click below for more details.\nGet The Deal\n\nIn Case You Missed It\nPodcast and Radio Listeners NEED Their Content\niHeartMedia and PMX, the investment arm of Publicis Media,\u00a0 recently shared the results of their, \u201cExploring The Brand Benefits of Trust and Companionship in Audio\u201d study which focused on how audio influencers are perceived by the listeners of their content. The results conclude what we\u2019ve known all along; radio hosts are deemed authentic, and podcast hosts are perceived as highly honest and trustworthy.\nThe study goes on to dig into specific data on the above:\n\n55% of participants said they listen to commercials more often on radio and in podcasts\n53% found radio and podcast advertisements to be more relevant\n51% said they are more trusting of radio and podcast advertisers\nPodcast listeners are 158% more likely than listeners of other audio platforms to say they listen \u201cto immerse myself;\u201d\n67% of podcast listeners and 74 percent of heavy podcast listeners say that podcasts \u201cmotivate and inspire me;\u201d\n71% of podcast listeners and 79% of heavy podcast listeners say that podcasts \u201ceducate\/teach me something new\u201d\n\nCMO of iHeartMedia, Gayle Troberman refers to this relationship between audio hosts and their listeners as the \u201cTrust Halo\u201d. If you\u2019d like to learn more about how you can firmly wrap this halo around your brand, let\u2019s chat.\nRead More\nCrossing Streams\nNetflix and Disney+ have\u00a0long declared\u00a0that they would never bring ads to their precious platforms. But in light of the current economy and\u00a0\u00a0Netflix\u2019s first subscriber decline\u00a0in a decade, the premium streaming giants are (finally) taking another look at Madison Avenue. Now claiming that while he\u2019s not a fan of the complexity involved in adding advertising to the platform, Netflix\u2019s co-chief executive, Reed Hastings now says the company is looking into a lower-priced tier supported by ads \u201cover the next year or two.\u201d Last month, a spokesperson for \u201cThe Mouse\u2019s\u201d streaming service announced that it would introduce a lower-price advertising tier to Disney+, explaining that it would be a \u201cbuilding block in the company\u2019s path to achieving\u201d its subscription targets. This opens up a huge potential for advertisers looking to tap into Netflix and Disney\u2019s collective subscribers of over 350m worldwide. If you haven\u2019t blasted off into OTT advertising yet, the universe is about to get a lot bigger really soon.\nRead More\nFacebook\u2019s Fickle Relationship With Podcasts\nLast June, Facebook made headlines with their announcement of Live Audio Rooms\u00a0and 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\u00a0turning its attention\u00a0away from podcasts altogether and shifting focus towards the metaverse, e-commerce, and short-video projects. For podcast advertisers,\u00a0 this means nothing because Facebook really hasn\u2019t done anything meaningful with the space, it\u2019s just another reason to not like them.\nRead More\n\nThis Week in Great Podcast Reads\nA Film Buff\u2019s Favorite Brush\nChances are you don\u2019t celebrate your oral hygiene at length. Unless\u2026 you\u2019re Jeff Cannata, one of the hosts of The Filmcast (AKA The Slashfilmcast), and you use an electric toothbrush like\u00a0quip. The actor and longtime film and TV enthusiast kicks off his ad read for quip with a dynamic testimonial that reveals just why he\u2019s used quip every single day for years. It\u2019s hard to argue with Substantiation like this. Jeff has hosted The Filmcast, alongside David Chen and Devindra Hardawar, for years so you\u2019re in good hands when it comes to taste be it TV or toothpaste.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWinning In Your Category with Dan Granger and Tony Durso\nWe shared the whole interview a couple of weeks back but the final video version of Dan Granger\u2019s appearance on the popular Tony DUrso show dropped this week. Tune in to watch the Oxford Road Story and how we\u2019ve helped hundreds of DTC companies scale their efforts in audio using Podcast, Radio, Streaming, Connected Voice and more.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1545,"title":"Live from AudioHouse at SXSW: Panel on Ad Tech, Podcast, and Real-World Implications","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/04\/64f327e8-8fd1-479d-9837-6bbf08191c43_Mr-epsiode25website.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-audiohouse-at-sxsw-panel-on-ad-tech-podcast\/","date":"April 20, 2022","description":"This week we\u2019re serving up a panel discussion with some of the leading minds of the industry, from last month\u2019s SXSW for you to feast upon. Oxford Road\u2019s Jennifer Laine sits down with industry experts Bryan Barletta founder of Sounds Profitable, iHeart Radio\u2019s 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\u2019s next in the medium.\n\u201c14 years in ad tech and all I\u2019ve watched is people kick things down the road. There\u2019s not a lot of money in transparency\u201d\n-Bryan Bartletta\nTogether these deep thinkers and far-seers examine podcast industry trends from every angle and look into the future of the industry they\u2019re collectively shaping.\nTune in to hear:\n\nHow brands are managing values and customer trust while advertising in podcasts\nHow Podcasts Influence real-world behavior\nThe good bad and ugly about Ad Tech in Podcast\nHow voice is the key to trust in the Metaverse\nHow Brands can use context to set tolerance levels in media planning\n\nYou\u2019re not going to want to miss this week\u2019s episode. Click below to hear the entire conversation.\nListen to the Interview","landing_redirection":""},{"id":4577,"title":"How Morning Brew Newsletter Scaled through Non-Scalable Tactics; The Gang Has a Podcast Win; Oxford Brits Take Over The Influencer","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-12-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-morning-brew-newsletter-scaled-through-non-scalable-tactics-the-gang-has-a-podcast-win-oxford-brits-take-over-the-influencer\/","date":"April 13, 2022","description":"If you look back at the history of our newsletter, you\u2019ll 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\u2019re a subscriber to The Influencer, you owe it to yourself to subscribe to Morning Brew, the self-proclaimed \u201cworld\u2019s wittiest business insights newsletter\u201d and its sister newsletter, Marketing Brew. It\u2019s with \u201cstan\u201d admiration that we\u2019re elated to have Morning Brew\u2019s Jason Schulweis as a guest on the Media Roundtable.\n\u201cThere is such an opportunity to inform, educate, and empower the business leaders of today and tomorrow with this kind of business news and information.\u201d –Jason Schulweis\nMorning Brew\u2019s revenue was $3MM in 2018 and is tracking to north of $80MM this year. How? By zealously guarding their audience\u2019s time.\nMorning 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.\nLooking to place your ads? Don\u2019t settle for throwaway billboard space. Pick a partner who\u2019ll find the overlap in your voice and values and theirs. That\u2019s the secret to the success of Morning Brew.\nTune in to hear:\n\nWhy the world needed another newsletter\nWhat happens when branded content isn\u2019t bullsh*t\nThe infinite things that you can do with one piece of content\n\nWith 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.\nListen to the Interview\n\nThe Classifieds\n\nAmityville Origins Investigated in Podcast Debut\nThis 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\u2019s 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 \u201cThe Amityville Horror.\u201d 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.\nGet The Deal\n\nThe Gang Gets a Podcast\nGrab 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\u2019t been many insights into the show in the past, but lovers of the\u00a0Golden God\u00a0can 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\u2019s definitely worth immediate investment. If you want more details you just need to\u00a0money me now.\nGet The Deal\n\nIn Case You Missed It\nRepurposing Radio Ads on Podcast? Bollocks!\nWe 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\u2019s bad. According to their research, \u201cTechnically 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.\u201d If you find yourself looking to expand into the wild wonderful world of Podcast for the first time, let us help; don\u2019t rely on what seems to be the easiest path.\nRead More\nGiles Will Keep Talking About This Until He Dies\nIf you don\u2019t know Giles Martin, you should. Not only does he share the name of the\u00a0son of the greatest music producer in history, but he\u2019s also\u00a0Oxford Road\u2019s EVP of Strategy and Insights, and the only Oxford Road team member who went to\u00a0Oxford University. So when Mr. Martin (not a sir, he hasn\u2019t been knighted\u2026 yet) shares an article and states that he will \u201ckeep talking about this until he dies\u201d, we listen. Giles\u2019 somewhat morbid recount of a recent article from Forbes reiterates something he\u2019s said forever; \u201cthe data you’re paying for is bullshit, and that’s before you consider bots.\u201d For those without an Oxford education, please let The Influencer help decipher. The data you\u2019re paying for is bullshit. But let\u2019s take what we can from the codswallop and try to find some truth.\u00a0Reach out to learn more.\nRead More\nCan Cun? Yuk it Can!\nThis story was shared by Oxford Road President,\u00a0\u00a0Steven Abraham, and while it\u2019s all about data, it\u2019s 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\u2019s a story of data and human ingenuity that now generates one-third of Mexico\u2019s 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\u2019re not creating an oasis, but what if you were? Be inspired.\nRead More\n\nThis Week in Great Podcast Reads\nGirls Gotta Clean\nWho 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\u00a0won\u2019t give you any BS when it comes to tackling your private life, but they will tell you how to clean the S with a\u00a0Tushy\u00a0bidet. Just listen to this recent ad read where they dish on their friend Bobby\u2019s experience becoming an instant Tushy fan and possibly showing up late somewhere because of it, \u201cIf you\u2019re 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1478,"title":"Become Smarter In 5 Minutes - Jason Schulweis Empowers Professional Growth with The Morning Brew","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/04\/e1a8b13b-3319-4857-acca-d93b10b43d47_MR-JasonSchulweisWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/become-smarter-in-5-minutes-jason-schulweis-empowers\/","date":"April 13, 2022","description":"If you look back at the history of our newsletter, you\u2019ll 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\u2019re a subscriber to The Influencer, you owe it to yourself to subscribe to Morning Brew, the self-proclaimed \u201cworld\u2019s wittiest business insights newsletter\u201d and its sister newsletter, Marketing Brew. It\u2019s with \u201cstan\u201d admiration that we\u2019re elated to have Morning Brew\u2019s Jason Schulweis as a guest on the Media Roundtable.\n\u201cThere is such an opportunity to inform, educate, and empower the business leaders of today and tomorrow with this kind of business news and information.\u201d –Jason Schulweis\nMorning Brew\u2019s revenue was $3MM in 2018 and is tracking to north of $80MM this year. How? By zealously guarding their audience\u2019s time.\nMorning 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.\nLooking to place your ads? Don\u2019t settle for throwaway billboard space. Pick a partner who\u2019ll find the overlap in your voice and values and theirs. That\u2019s the secret to the success of Morning Brew.\nTune in to hear:\n\nWhy the world needed another newsletter\nWhat happens when branded content isn\u2019t bullsh*t\nThe infinite things that you can do with one piece of content\n\nWith 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.\nListen to the Interview","landing_redirection":""},{"id":4579,"title":"Recovering Douche Bag on the Importance of Slow Journalism; \u201cRod\u201d Joins Female Podcast Network; Podcast Evolutions Recapped; \u201cSkip Intro\u201d Turns 5","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/recovering-douche-bag-on-the-importance-of-slow-journalism-rod-joins-female-podcast-network-podcast-evolutions-recapped-skip-intro-turns-5\/","date":"April 6, 2022","description":"Retired San Francisco Ad Man Joey Dumont knows the power of engaging with uncomfortable truths when it comes to working with brands.\nWhile a former Questus managing director, Dumont wrote his memoir \u201cJoey Somebody: The Life and Times of a Recovering Douchebag\u201d so his sons would have a record of the messiness of their father\u2019s previous transgressions as an executive in Media.\n\u201cThere are some really cool things that take place in your being when you’re humble and honest and authentic about who you are\u2026 and I was being a douche-bag at that moment.\u201d -Joey Dumont\nNow a fully recovered douchebag, Dumont\u2019s new journalistic platform, True Thirty lives in that same messy middle, exploring today\u2019s most thorny issues through the lens of slow journalism with a politically-diverse team.\n\u201cSlow 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\u2019t spit things out quickly or irresponsibly. We\u2019re not worried about our voice being heard constantly or loudly.\u201c\nOne 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\u2019re falling short. Then fix it if possible, and come clean either way and move forward.\nThis level of transparency is what makes his new media startup, True Thirty, a model for the future of journalism.\n\u201cAt True Thirty, the stories we present are about news \u2013 true news through the lens of slow journalism \u2013 not winning a fight. We are about learning and polite discourse. Leave enragement news to others.\u201d\nTune in to hear:\n\nHow calling himself out as a douchebag saved Dumont from getting beat up\nWhy he is okay with offending 30% of the population.\nLessons on truth from Shaq and Patagonia\nWhy Slow Journalism is the answer to many of our current woes and how TrueThirty is solving the problem\nHow to admire people with whom you disagree\n\nDespite 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\u2019s creating for a better future in media.\nListen to the Interview\n\nThe Classifieds\n\nFemale Focused Podcast Network Diversifies Roster with Rod\nThe 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,\u00a0Rod, 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\u2019s 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.\nGet The Deal\n\nAdvertisecast Offers Influencer Readers Deep Discount on April Inventory\nRepresenting 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:\u00a0Sleep Meditation for Women\u00a0is available for 40% off and would be an optimal fit for those that prioritize sleep podcasts, female skew audiences, and deep discounts.\u00a0Joe Rogan Experience Review podcast\u00a0is a solid option for those who want to reach Rogan\u2019s large and loyal audience without spending a considerable budget to test.\u00a0Golf Talk America\u00a0sits firmly in the often coveted golfing genre and has open availability through the first two weeks of April. Finally,\u00a0Dave Lukas, The Misfit Entrepreneur\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Evolutions\nThe 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\u2019s prank, we didn\u2019t cover everything that happened. Luckily, the folks at Podcast Movement\u00a0have curated a list of highlights and recaps from across the podcast landscape. Podcast Business Journal\u2019s Matty Staudt\u00a0covered both the sessions and conversations\u00a0 with fellow attendees in the hallways. Jennifer Tribe, Head of Marketing at Supercast,\u00a0covered six useful takeaways from the week’s sessions and offstage conversations. Finally, Ami Thakkar of Tuckered Out with Ami Thakkar\u00a0shared her thoughts\u00a0on the event’s core idea of gathering podcasters to learn and connect in a meaningful way. If you didn\u2019t make it to this year\u2019s event, this is a great way to get caught up.\nWatch Here\nPodcast is Actually Radio Now\nWe\u00a0foretold it years ago\u00a0and the lines between what is a \u201cpodcast\u201d and what is \u201cradio\u201d 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.\u00a0iHeart has been testing\u00a0this for a couple of years now, but NPR (who has been repurposing radio content like\u00a0This American Life\u00a0as podcasts since the medium was invented) is the next in line. Beginning this week, you can now tune in to hear the popular\u00a0Today Explained\u00a0podcast on NPR stations across the country. From a business standpoint, the trend is a win-win-win. Radio stations can take popular content that\u2019s 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.\nRead More\n\u201cSkip Intro\u201d Turns 5\nNetflix\u2019s \u201cSkip Intro Button\u201d 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\u2019ve 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?\u00a0Tom Petty\u00a0(or perhaps\u00a0Roxette, or BonJovi, or Dave Grohl) said it best, \u201cDon\u2019t Bore Us, Get to the Chorus\u201d. When crafting your messaging, don\u2019t waste time on a long preamble, get to the point early and repeat.. If you need help in crafting your brand\u2019s message, we should chat. Click the connect link at the bottom of this email to schedule a call.\nRead More\n\nThis Week in Great Podcast Reads\nA Meidas Touch with a Green Thumb\nThe MeidasTouch\u00a0podcast is taking ad customization to a whole new level with their recent spot for\u00a0Fast Growing Trees, the world\u2019s 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\u2019ll plant you a forest-worth of Fast Growing Trees customers.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1538,"title":"From Douchebag to Media Innovator: Joey Dumont Launches True Thirty based on the theory of Slow Journalism","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/027aab43-9409-40f6-b13a-733afa85d2e6_0.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/listen-to-the-interview-1\/","date":"April 6, 2022","description":"Retired San Francisco Ad Man Joey Dumont knows the power of engaging with uncomfortable truths when it comes to working with brands.\n\nWhile a former Questus managing director, Dumont wrote his memoir \u201cJoey Somebody: The Life and Times of a Recovering Douchebag\u201d so his sons would have a record of the messiness of their father\u2019s previous transgressions as an executive in Media.\n\n\u201cThere are some really cool things that take place in your being when you’re humble and honest and authentic about who you are\u2026 and I was being a douche-bag at that moment.\u201d\n-Joey Dumont\n\nNow a fully recovered douchebag, Dumont\u2019s new journalistic platform, True Thirty lives in that same messy middle, exploring today\u2019s most thorny issues through the lens of slow journalism with a politically-diverse team.\u00a0\n\n\u201cSlow 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\u2019t spit things out quickly or irresponsibly. We\u2019re not worried about our voice being heard constantly or loudly.\u201c\n\nOne 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\u2019re falling short. Then fix it if possible, and come clean either way and move forward.\u00a0\n\nThis level of transparency is what makes his new media startup, True Thirty, a model for the future of journalism.\n\n\u201cAt True Thirty, the stories we present are about news \u2013 true news through the lens of slow journalism \u2013 not winning a fight. We are about learning and polite discourse. Leave enragement news to others.\u201d\n\nTune in to hear:\n\nHow calling himself out as a douchebag saved Dumont from getting beat up\nWhy he is okay with offending 30% of the population.\nLessons on truth from Shaq and Patagonia\nWhy Slow Journalism is the answer to many of our current woes and how TrueThirty is solving the problem\nHow to admire people with whom you disagree\n\nDespite 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\u2019s creating for a better future in media.\n\nListen to the Interview","landing_redirection":""},{"id":4582,"title":"Theranos founder Elizabeth Holmes Launches Podcast Attribution Provider; Ben Shapiro Destroys The Internet...","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-11-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/theranos-founder-elizabeth-holmes-launches-podcast-attribution-provider-ben-shapiro-destroys-the-internet\/","date":"April 1, 2022","description":"The Classifieds\n\nA Podcast for Gereheads\nThe brand new show from Stitcher, An Officer and A Gentleman has everyone\u2019s favorite naval aviator, Richard Gere as he navigates the treacherous waters of love, life, and motorcycle riding. This show will be dynamically inserted only.\nGet The Deal\n\nRed Table Talk Podcast with a Twist\nWill & 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, \u201cthe look\u201d.\nGet The Deal\n\nIn Case You Missed It\n\nIra Glass Storms Off Set of The Media Roundtable Podcast\nOn 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, \u201cYe hath made this audio house a den of thieves!\u201d 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.\nRead More\n\nBen Shapiro Destroys All Podcast Players\nApple, 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, \u201cWe 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.\u201d Sources reveal that top engineering talent investigated the matter, issuing a report which concluded that even one instance of a user playing Ben Shapiro\u2019s voice in any context beyond 1:1 speed setting levels, \u201ccould suddenly and permanently destroy the entirety of the internet and many web3 applications.\u201d\nRead More\n\nTheranos Founder Elizabeth Holmes Launches Podcast Attribution Startup\nTheraPod, 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 \u201cTurbo\u201d button that allows advertisers to acquire new customers without running any ads at all. Upon hearing the news, Spotify purchased TheraPod for $100M.\nRead More\n\nHeadline: Deezer Overtakes Spotify\nAccording to Edison Research\u2019s most recent\u00a0Share of Ear\u00a0report, 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.\nRead More\n\nApple Unveils New Corded Earbuds\n\u00a0After 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, \u201cThese corded headphones are cool. You will all purchase them now.\u201d Base model sets are available at a starting price of $650, and include a new feature, \u201ciPricing\u201d, where Apple charges listeners per usage hour, with rates determined by the amount of smoke billowing above the corporation’s Cupertino headquarters.\nRead More\n\nSpotify Buys Kim Kardashian\nThe Landmark $10B deal was brokered by the American Socialite\u2019s 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, \u201cWe couldn\u2019t 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.\nRead more\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":1535,"title":"How to Citizen: Baratunde Thurston On Why You Are the Future of Tech, Media and Government","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/03\/942271d7-9139-4e83-b2d4-99c153690daa_MR-BaratundeThurstonWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-citizen-baratunde-thurston-on-why-you-are-the\/","date":"March 30, 2022","description":"The Influencer team is hot off of last week\u2019s Podcast Movement Evolutions event and we have a bunch of news to share later this week, but for now, we\u2019re sharing the details on this week\u2019s Media Roundtable Podcast and our most recent guest, Baratunde Thurston.\nThe term Renaissance man doesn\u2019t do Baratunde Thurston justice. He\u2019s an Emmy-nominated host who\u2019s worked at The Onion and The Daily Show, advised the Obama White House, and wrote the New York Times bestseller How To Be Black.\n\u201cEverything we know is becoming something we don\u2019t know\u2014constantly.\u201d\n-Baratunde Thurston\nCurrently, he\u2019s the creator and host of one of Apple\u2019s favorite podcasts of 2020, \u201cHow to Citizen with Baratunde,\u201d he hosts the new PBS show, America Outdoors, and he\u2019s a founding partner of the new media startup Puck where he just wrote the incredibly thoughtful piece \u201cWill Smith\u2019s Tragic Lesson.\u201d\nThurston understands what\u2019s happening now and where we\u2019re heading in a very, very rare way. Even rarer, you\u2019re going to come away from this conversation without a sense of doom, but with an earned optimism that\u2019s worth strengthening by, in his words, \u201ccitizening.\u201d\nTune in to hear:\n\nWhat technology should and shouldn\u2019t be speeding up\nThe near-impossible challenge of Baratunde\u2019s data detox\nYour new favorite answer to what defines America\n\nSeriously, just listen to this episode. Click below to be inspired by the one and only Baratunde Thurston.\nListen to the Interview","landing_redirection":""},{"id":4585,"title":"Bad Bitch Empire Strikes Back; Podcast Gets Campy; A Marketer\u2019s Guide to The Cost Of Living Crunch; Don Jr. - Newsman","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-5.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/bad-bitch-empire-strikes-back-podcast-gets-campy-a-marketers-guide-to-the-cost-of-living-crunch-don-jr-newsman\/","date":"March 23, 2022","description":"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.\nDespite achieving personal and professional success, the never-ending pursuit of success left her feeling hollow. It wasn\u2019t until she stepped into her full power that she realized\u2026\n\u201cA 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.\u201d\u00a0 -Lisa Carmen Wang\nWang 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.\nTune in to hear:\n\nWang\u2019s heroine\u2019s journey exercise that can help you through any failure\nWhat metacognition is and why you can turn it into your superpower\nHow men and women respond differently to being told they\u2019re not worthy\n\nClick below to listen and get inspired.\nListen to the interview\n\nThe Classifieds\n\nHeadline: Youtubers Pitch Their Tent in the Audio Space\nPicture it: You get your friends together, plop down on your couch with some snacks, and announce to them all, \u201cYou\u2019re going to love this, it\u2019s absolutely terrible.\u201d 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\u2019 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\u2019more details below by clicking the link.\nGet The Deal\n\nFamily Tree\u2019s Twisted Roots Revealed\nAt the intersection of medical science and news reporting, Sony\u2019s newest limited series tells the complicated and tangled story of one woman\u2019s quest to muddle through the fertility industry and understand her biological origins. Host T.J. Raphael tells her good friend Amber\u2019s 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\u2019t be going out on a limb if you look below for more info.\nGet The Deal\n\nIn Case You Missed It\nThe Cost of Living Crunch\nThe pandemic started to affect the supply chain early on and we\u2019re 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,\u00a0Anna Hamill\u00a0provides 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.\nRead More\nThe Consolidation Conundrum\nMedia conglomerates have been eating up podcast networks faster than\u00a0Kobayashi\u00a0at 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\u00a0The Verge\u00a0tells 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.\nRead More\nThe Hugest News App In The History of News\nMove over Apple and Google, there\u2019s 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 \u201cMinute by Minute\u201d and the announcement of its launch yesterday was made by Don Jr. who will be running the app alongside former staffers from his father\u2019s administration. The aim of this app is to provide \u201cmainstream news without the mainstream bias,\u201d which they believe is a gap that has been made by the Drudge Report\u2019s loss of influence over the years. While the creators say they aim to position themselves more broadly as an alternative to what\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nBig Words from Small Business Owners\nIt\u2019s 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\u2019s 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\u2019ve experienced them firsthand. And for that, we\u2019re grateful because they wouldn\u2019t have that fire that comes through so well in their reads otherwise.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1532,"title":"Lisa Carmen Wang on Becoming\u2026 A Bad Bitch","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/03\/f5658984-eee2-4f22-9042-c98a453343ee_MR-LisaCarmenWangWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/lisa-carmen-wang-on-becoming-a-bad-bitch\/","date":"March 23, 2022","description":"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.\nDespite achieving personal and professional success, the never-ending pursuit of success left her feeling hollow. It wasn\u2019t until she stepped into her full power that she realized\u2026\n\u201cA 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.\u201d\u00a0 -Lisa Carmen Wang\nWang 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.\nTune in to hear:\n\nWang\u2019s heroine\u2019s journey exercise that can help you through any failure\nWhat metacognition is and why you can turn it into your superpower\nHow men and women respond differently to being told they\u2019re not worthy\n\nClick below to listen and get inspired.\nListen to the interview","landing_redirection":""},{"id":4590,"title":"Live from SXSW: AudioHouse Panel Discussion about Trust in Media from Barometer and Oxford Road","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-sxsw-audiohouse-panel-discussion-about-trust-in-media-from-barometer-and-oxford-road\/","date":"March 18, 2022","description":"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\u2019s 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\u2019re all suffering from the consequences in real life.\nThis week\u2019s episode is a recording of a live panel discussion about the state of trust in Media, where it\u2019s gone, and our plan to repair our broken system.\n\u201cMaybe 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.\u201d – Tamara Zubatiy\n\u201cMedia needs an objective third-party representation of its contents.\u201d – Dan Granger\nEric 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.\nBringing 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.\nTune in to hear:\nListen to the Interview\n\nThe difference between glamorizing, dramatizing, and informing in true crime podcasts\nHow to train an AI you can actually trust\nHow the FDA was established to bring quality standards and nutrition labels to food and beyond, and the parallels to our current environment\nWhat faith, hope, and charity have to do with the state of misinformation\n\n\nThe Classifieds\n\nBaker and Her Bestie Get Body Positive\nEvery 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\u2019s 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\u2019s 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\u2019s 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.\nGet The Deal\n\nProfessional Athletes Nurture Proteges Via Podcast\nPart of the newly announced network, Audiorama\u00a0with 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\u2019s 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?\u00a0No. YOU lock it up.\nGet The Deal\n\nIn Case You Missed It\nMarketers Throttle Podcast and Streaming Spend\nThe 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. \u201cIn 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\u2019 digital budgets\u201d. 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\u2019re not quite there yet, it\u2019s 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.\nRead More\nForbes Breaks Down The Pandemic Podcast\u00a0 Paroxysm\nThe pandemic rocked the advertising world, and while many advertising mediums suffered, the podcast industry had an increased interest not seen since Serial\u00a0launched in 2014. A recent article from Forbes breaks down the five reasons they believe helped the podcast industry thrive through the pandemic.\n\nThe Power Of Podcasts To Connect And Engage\nEase Of Listening\nEase Of Podcast Creation\nGreater Awareness Of Podcasts\nInvestment Of Ad Dollars\n\nIf you still haven\u2019t unleashed the power of Podcast for your brand, or have tried in the past and couldn\u2019t really breakthrough, we would love to chat.\u00a0CLICK HERE\u00a0to set up a free consultation\nRead More\nBoldly Going to Where No Ad Has Gone Before\nHere\u2019s one for the geeks and radio nerds alike. The Pirate Radio YouTube Channel\u00a0is 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\u00a0Audiolytics scorecard\u00a0(it\u2019s missing 4 of the 9 main components), for radio nerds and Sci-Fi geeks, it\u2019s strange music to our ears.\nRead More\n\nThis Week in Great Podcast Reads\nFor Crying out Loungewear\nYou know you\u2019ve 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\u2019t be faked, so when Lynette Carolla and Stefanie Wilder-Taylor tell you how enamored they are with Tommy John loungewear,\u00a0on their podcast\u00a0For Crying Out Loud, you can be sure loungewear is not something they\u2019re crying about. From its breathability to its buttery softness, this tv exec and comedy writer duo explain why\u00a0Tommy John\u00a0is 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nPodnews Shares Pod News\nWe teased it last week, and word is starting to take off (expect more next week). Oxford Road has partnered with\u00a0Barometer 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\u00a0Podnews\u00a0broke the story saying that we’ve \u201claunched a tool to help advertisers understand what content is in the podcasts they\u2019re 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.\u201d\nThank you Podnews for your help in sharing the message, this is just the beginning.\u00a0Click here\u00a0to schedule a demo of this new product.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1500,"title":"Live from SXSW: AudioHouse Panel Discussion about Trust in Media from Barometer and Oxford Road","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/03\/6b0d30b9-2d71-4008-b0bb-73573e23b291_MR-BarometerWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/live-from-sxsw-oxford-road-and-barometer-launch-plan\/","date":"March 16, 2022","description":"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\u2019s 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\u2019re all suffering from the consequences in real life.\nThis week\u2019s episode is a recording of a live panel discussion about the state of trust in Media, where it\u2019s gone, and our plan to repair our broken system.\n\u201cMaybe 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.\u201d – Tamara Zubatiy\n\u201cMedia needs an objective third-party representation of its contents.\u201d – Dan Granger\nEric 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.\nBringing 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.\nTune in to hear:\nListen to the Interview\n\nThe difference between glamorizing, dramatizing, and informing in true crime podcasts\nHow to train an AI you can actually trust\nHow the FDA was established to bring quality standards and nutrition labels to food and beyond, and the parallels to our current environment\nWhat faith, hope, and charity have to do with the state of misinformation","landing_redirection":""},{"id":4593,"title":"Oxford Road & Barometer Launch Nutrition Labels For Podcast; Hosts of \u201cAdd to Cart\u201d Prove Blending Comedy & Purpose Works; #SaveTheLiveRead","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-16-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-hosts-of-add-to-cart-prove-blending-comedy-savetheliveread\/","date":"March 9, 2022","description":"We\u2019ve got a great episode of the Media Roundtable podcast to share this week, but before we jump in, Oxford Road has even bigger news…\nFINALLY, Nutrition Labels for Podcasts!\nToday, Oxford Road and Barometer\u00a0announced the launch\u00a0of 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\u2019re adding nutrition labels to Podcast. Because shouldn\u2019t 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\u2019re 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,\u00a0CLICK HERE.\nNow, more about this week\u2019s episode\u2026\nTackling tough social issues while being funny at the same time is a tall order few can do well. This week\u2019s 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\u2019re \u201cadding to their carts\u201d through tangential, honest conversations. Apple Podcast recently spotlighted the show and fan reviews say it\u2019s \u201clike a warm cup of tea and cookies with besties.\u201d\nKulap Vilaysack is Laotian American actress (Bob\u2019s Burgers, The Office, Parks and Recreation), comedian, writer, director, and showrunner (Bajillion Dollar Propertie$) with some deep podcasting chops, co-hosting Earwolf\u2019s Who Charted back in 2010.\n\u201cOne of the reasons why we did this podcast is so we could get free things.\u201d – Kulap Vilaysack\nSuChin 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\u2019s her voice narrating the revival of MTV Cribs.\n\u201cI have to really fight the urge to hide behind a really buttoned up version of myself at all times.\u201d – SuChin Pak\nAdd 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.\nBecause of Pak and Vilaysack\u2019s 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\u00a0 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:\n\nNBC Asian America\nLisa Ling\nStop AAPI Hate\nNextShark\nAsian Mental Health Collective\nAsians for Mental Health\nAAPI Women League\nHate is a Virus\n\nThis 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.\nListen to the Interview\n\nThe Classifieds\n\nBig Sis of the Internet Finds Her Podcast Home\nHaving 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\u2019s 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.\nGet The Deal\n\nThe Everyday is Turned Extraordinary\nDo 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\u2019t need to be in Mensa to see the validity of this great deal, just click below for details.\nGet The Deal\n\nIn Case You Missed It\nWill Netflix Start Serving Ads?\nLast 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\u2019re 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 \u201cnever say never\u201d. 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\u2019re telling us \u201cthere\u2019s a chance\u201d.\nRead More\nThere’s Something in My Ear\nThe 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.\nRead More\n\nThis Week in Great Podcast Reads\nDuck Calling for Moink Meat\nSome words just sound better with a southern drawl. Moink\u00a0is one of them. And when the boys from Duck Dynasty get to talking about those tender Moink pork chops\u2014as they did recently on their podcast\u00a0Duck Call Room\u2014you won\u2019t be able to deny the magic that happens when voice and brand compliment each other so well. Whether it\u2019s their lovable banter or hilarious anecdotes, these fellas know how to keep people coming back for more, both longtime fans and newcomers. If you\u2019re 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nSave The Live Reads Part 2\nLast week, we shared the breakdown on everything that happened at this year\u2019s Hot Pod Summit\u00a0including Oxford Road CEO and founder, Dan Granger\u2019s 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, \u201cold-school\u201d host endorsement is perhaps a future both sides can get behind.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1503,"title":"Hosts of Add to Cart Show What Blending Comedy & Purpose Looks Like","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/03\/d823816f-146c-481a-a16d-880d85b8d9c0_MR-AddtoCartWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/listen-to-the-interview\/","date":"March 9, 2022","description":"Tackling tough social issues while being funny at the same time is a tall order few can do well. This week\u2019s 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\u2019re \u201cadding to their carts\u201d through tangential, honest conversations. Apple Podcast recently spotlighted the show and fan reviews say it\u2019s \u201clike a warm cup of tea and cookies with besties.\u201d\nKulap Vilaysack is Laotian American actress (Bob\u2019s Burgers, The Office, Parks and Recreation), comedian, writer, director, and showrunner (Bajillion Dollar Propertie$) with some deep podcasting chops, co-hosting Earwolf\u2019s Who Charted back in 2010.\n\u201cOne of the reasons why we did this podcast is so we could get free things.\u201d\n\nKulap Vilaysack\n\nSuChin 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\u2019s her voice narrating the revival of MTV Cribs.\n\u201cI have to really fight the urge to hide behind a really buttoned up version of myself at all times.\u201d\n\nSuChin Pak\n\nAdd 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.\nBecause of Pak and Vilaysack\u2019s 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\u00a0 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:\n\nNBC Asian America\nLisa Ling\nStop AAPI Hate\nNextShark\nAsian Mental Health Collective\nAsians for Mental Health\nAAPI Women League\nHate is a Virus\n\nThis 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.\nListen to the Interview","landing_redirection":""},{"id":4596,"title":"Media\u2019s Impact on SOTU: Veteran Journalist Mosheh Oinounou Breaks It Down; \u201cSave the Live Read\u201d; Oxford CEO Challenges Industry @ Hot Pod NYC","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-11-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/medias-impact-on-sotu-veteran-journalist-mosheh-oinounou-breaks-it-down-save-the-live-read-oxford-ceo-challenges-industry-hot-pod-nyc\/","date":"March 2, 2022","description":"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.\nSuddenly 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\u2019s State of the Union address where Biden presented his four-point, unity agenda, this week\u2019s episode of The Media Roundtable offer\u2019s a fifth point for Biden\u2019s Plan: Mosheh Oinounou.\nMosheh 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.\u00a0 In that time, he\u2019s produced interviews with dozens of world leaders including five American presidents. (He also consulted with us in launching our Media Roundtable Initiative).\nSeeing 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\u2019s leading news events.\n“I\u2019m trying to be a good news story in a bad news media environment, and luckily, the audience has responded well.” -Mosheh Oinounou\nOinounou is that incredibly rare thing\u2013a 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.\nOinounou 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.\nTune in to hear:\n\nThe 11 minute stat that meant death for fact-based news coverage\nWhy \u201cI don\u2019t know\u201d is a powerful tool for building trust.\n\nIf you want to understand the future of the news\u2013and maybe feel a little hopeful\u2013 you need to check out this week\u2019s episode. Click below to tune in.\nListen to the Interview\n\nThe Classifieds\n\nChampionship Lakers\u2019 Drama Gets Watch Along Podcast\nThe LA Times is partnering with HBO to create a one-of-a-kind podcast opportunity. Premiering March 7th, HBO\u2019s Winning Time: The Rise of the Lakers Dynasty\u00a0will 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\u2019s key players, weaving together outsider audience reactions with behind-the-scenes content. The podcast will cover the show\u2019s 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.\nGet The Deal\n\nThe Vampire Bats Come Home to Roost\nWhere 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\u2019 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\u2019t matter if you\u2019re Team Edward or Team Jacob, all are welcome to see below for details.\nGet The Deal\n\nIn Case You Missed It\nThe\u00a0DTC Diversification Dilemma\nFacebook 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\u00a0Ritual\u00a0shared 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\u2019d love to chat. Email us by clicking\u00a0HERE.\nRead More\nAI-ct Naturally\nMeta 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?\nRead More\nThe Audiosphere Getting All Robin Thicke On Us\nFor advertisers using post-purchase surveys, we\u2019ve got some news for you. First of all, good job! It\u2019s 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\u2019re advertising on, especially in the audio space.\u00a0 According to a recent insideradio.com article, many Americans consider DSPs (digital service providers; Pandora, Spotify, iHeart, etc.), Satellite Radio, even Podcasts, as just, \u201cradio\u201d. So when you run a test on any audio channel, and you see those \u201cradio\u201d survey responses jump, it\u2019s 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\u2019s\u00a0chat.\nRead More\n\nThis Week in Great Podcast Reads\nReal Hair for Real Housewives\nBrandi 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\u00a0Nutrafol, exists to help silence their hair insecurities. Not only is Nutrafol responsible for all of Brandi\u2019s compliments on her post-pregnancy locks, but it\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nProgrammatic Problems: \u201cSave The Live Read\u201d\nLast week, the who\u2019s 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\u2019s 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 \u201cFaked-in\u201d 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.\nHe 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\u2019t 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1501,"title":"Veteran Journalist Mosheh Oinounou Shares the Power of Curation as Answer to Declining Trust in Media","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/03\/4b9b0639-5a45-4e16-bc71-9073d7230183_MR-MoshehOinounouWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/veteran-journalist-mosheh-oinounou-shares-the-power\/","date":"March 2, 2022","description":"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.\n\nSuddenly 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\u2019s State of the Union address where Biden presented his four-point, unity agenda, this week\u2019s episode of The Media Roundtable offer\u2019s a fifth point for Biden\u2019s Plan: Mosheh Oinounou.\n\nMosheh 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.\u00a0 In that time, he\u2019s produced interviews with dozens of world leaders including five American presidents. (He also consulted with us in launching our Media Roundtable Initiative).\n\nSeeing 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\u2019s leading news events.\n“I\u2019m trying to be a good news story in a bad news media environment, and luckily, the audience has responded well.”\n-Mosheh Oinounou\n\nOinounou is that incredibly rare thing\u2013a 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.\n\nOinounou 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.\n\nTune in to hear:\n\nThe 11 minute stat that meant death for fact-based news coverage\nWhy \u201cI don\u2019t know\u201d is a powerful tool for building trust.\n\nIf you want to understand the future of the news\u2013and maybe feel a little hopeful\u2013 you need to check out this week\u2019s episode. Click below to tune in.\u00a0\nListen to the Interview","landing_redirection":""},{"id":4602,"title":"Media Critic Virginia Heffernan Reframes the Digital Argument; Scamfluencers & Scoundrels; Spotify Now Grading Their Own Homework","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/09\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-critic-virginia-heffernan-reframes-the-digital-argument-scamfluencers-spotify-now-grading-their-own-homework\/","date":"February 23, 2022","description":"No one sees the truth and the Internet like Virginia Heffernan. Online since she was a child in the \u201870s, Heffernan is a Harvard Ph.D. whose book examining digital culture, \u201cMagic and Loss: The Internet As Art\u201d was called \u201cAn illuminating guide to the internet\u201d by the Wall Street Journal.\nHeffernan\u2019s 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 \u201cmy drug of choice\u201d and \u201ca joy to listen to.\u201d 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.\n\u200b\u200b\u201cEvery host is an unreliable narrator.\u201d\n-Virginia Heffernan\nFor Heffernan, advertising thrives on the blurring of lines between fact and fiction (that\u2019s 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\u2019t 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 \u201cwilling suspension of disbelief.\u201d\nTune in to hear:\n\nWhy older people not watching porn means Tucker Carlson gains a following\nHow our polarization turned us into cows seeing a hat on a fence\nThe sensory costs of the internet\nHow Heffernan tries to \u201ckeep [her] apprehension of the culture right-sized\u201d\n\nReady to see the Internet differently? Click below to hear the entire conversation.\nListen to the Interview\n\nThe Classifieds\n\nDo-Gooders Delve into Dastardly Deeds\nHistory is written by the victors, but what happened to the villainous?\u00a0Myths 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\u2019s 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\u2019 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.\nGet The Deal\n\nGifted Grifters Are Showcased Via Gab\nJust finished\u00a0The Tinder Swindler\u00a0and\u00a0Inventing Anna\u00a0and 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\u2019t find yourself swindled out of a good deal, click for details below.\nGet The Deal\n\nIn Case You Missed It\nSpotify Makes Podcast Pixel Powerplay\nAs if they haven\u2019t 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\u00a0and\u00a0Chartable. The road to proper podcast pixel attribution has been long and bumpy, and Spotify buying up two of the space\u2019s brightest stars adds even more complexity. They\u2019re 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\u00a0Media Roundtable\u00a0guest Bryan Barletta so eloquently expands upon in his most recent post on\u00a0Sounds Profitable\u00a0which is worth a read if you have the time. The Influencer\u00a0will keep you posted on the potential implications of these acquisitions as details emerge\nRead More\nWho Will Win The Media Vestige War?\nThis week, Westwood One unpacked Nielsen\u2019s\u00a0Total 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.\nRead More\nFacebook\u2019s $10B Breakup with Advertisers\nChances are that if you\u2019re a marketer reading The Influencer, you\u2019re already seeing a massive decline in ROI on Fcebook. As a recent WSJ article points out, \u201cFacebook was long one of the surest bets in digital advertising. No longer.\u201d 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.\nRead More\n\nThis Week in Great Podcast Reads\nPajama Pants Prefer Bamboo in Bed\nGynergy between podcast hosts is treasured, but not always guaranteed. It\u2019s not just about one host finishing another\u2019s sentences. A strong team leverages the power of multiple voices in support of a brand to enhance an ad\u2019s messaging\u2014even if one person delivers the copy points, while another simply adds commentary. You\u2019ll see what we mean when you listen to former onscreen siblings Robert Iler and Jamie-Lynn Sigler and their pal Kassem G\u00a0(of Youtube stardom) crush this read for\u00a0Ettitude, clean, silky-soft, and earth-friendly bamboo sheets. While their podcast\u00a0Pajama Pants\u00a0covers 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1505,"title":"What is Fact? What is Fiction? Media Critic Virginia Heffernan Reframes the Digital Argument","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/02\/MR-VirginiaHeffernanWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-is-fact-what-is-fiction-media-critic-virginia\/","date":"February 23, 2022","description":"No one sees the truth and the Internet like Virginia Heffernan. Online since she was a child in the \u201870s, Heffernan is a Harvard Ph.D. whose book examining digital culture, \u201cMagic and Loss: The Internet As Art\u201d was called \u201cAn illuminating guide to the internet\u201d by the Wall Street Journal.\n\nHeffernan\u2019s 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 \u201cmy drug of choice\u201d and \u201ca joy to listen to.\u201d 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.\u00a0\n\n\u200b\u200b\u201cEvery host is an unreliable narrator.\u201d\n-Virginia Heffernan\n\nFor Heffernan, advertising thrives on the blurring of lines between fact and fiction (that\u2019s 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\u2019t 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 \u201cwilling suspension of disbelief.\u201d\n\nTune in to hear:\n\nWhy older people not watching porn means Tucker Carlson gains a following\nHow our polarization turned us into cows seeing a hat on a fence\nThe sensory costs of the internet\nHow Heffernan tries to \u201ckeep [her] apprehension of the culture right-sized\u201d\n\nReady to see the Internet differently? Click below to hear the entire conversation.\u00a0\nListen to the Interview","landing_redirection":""},{"id":4605,"title":"The Real Winners of Super Bowl LVI - Media Roundtable Breaks Down This Year\u2019s Ads; Really Real Time With Bill Maher; AI Leaps Over The Uncanny Valley","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-real-winners-of-super-bowl-lvi-media-roundtable-breaks-down-this-years-ads-really-real-time-with-bill-maher-ai-leaps-over-the-uncanny-valley\/","date":"February 16, 2022","description":"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\u2019s greatest showdown. We\u2019re not talking about the Rams and Bengals; we\u2019re talking about the commercials and in true Media Roundtable fashion, the impact they have on the world.\nThis week, latter-day madmen, Stew Redwine and Jason Harris break down the biggest winners and losers during what they\u2019re calling The Nostalgia Bowl. But this exercise is not just a fun bit of \u201cMonday morning Creative Directing\u201d, their insights unlock creative insights your brand can use all year long.\n\u201cI hate advertising that treats the audience like they’re dumb\u201d – Jason Harris\nFor 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\u2019s iconic \u201cPepsi Soundcheck\u201d ad.\nFrom Super Bowl LVI\u2019s Barbie\u2019s Dreamhouse to the Crypto Bros\u2019 Screensaver, find out what it means for an ad in the \u201cBig Game\u201d to succeed, and which ads from this year will stand the test of time.\nGet 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:\n\nThe Nostalgia Bowl\nCoinbase\u2019s place in the ad world\u2019s history books\nWhy Super Bowl ads need to be the Second Act in a Three-Act structure\nUber Eats and the David Ogilvy adage, “The customer is not a moron, she’s your wife.”\n\nTune in and we promise, you won\u2019t see Super Bowl ads the same way again.\nListen To The Interview\n\nThe Classifieds\n\nPolitical Host Swaps Commentary for Cocktails\nBill 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\u2019s 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.\nGet The Deal\n\nTalk Radio Reinvented in the Twitch Age\nPodcasts have recently been rediscovering what has been hidden in plain sight all along: talk radio. Twitch streamer\u00a0Lyle the Therapy Gecko\u00a0has 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\u2019s 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\u2019t find yourself green with envy, click the link below to test today.\nGet The Deal\n\nIn Case You Missed It\nEven Better Than the Real Thing\n\u201cYou’re afraid I can do that, Dave.\u201d The Scientific American recently reported that humans find AI-generated faces more trustworthy than the real thing. We\u2019re already seeing deepfakes of our favorite actors\u00a0doing things we know they\u2019d never really do in real life. But the difference between AI-generated content and the \u201creal thing\u201d is becoming increasingly indistinguishable. It\u2019s happening in the audio space right now and you probably didn\u2019t 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\u2019s already happening and you didn\u2019t even know.\nRead More\nThe Podcast Boom Continues\nA 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\u2019re seeing this in full effect. Inventory is getting tighter and networks are raising minimum thresholds and loosening exclusivity terms. If you\u2019re one of the 16% of marketers not planning on advertising in Podcast this year, you don\u2019t have to take any action, but if you\u2019re not, you need to lock in everything you can, while you can.\nRead More\n20 Million People Didn’t Hate It\nLove it because the QR code hit the corner or hate it because it confused Grandma, the\u00a0Coinbase Super Bowl\u00a0ad 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.\nRead More\n\nThis Week in Great Podcast Reads\nTheragun, Your Favorite Thing\nLet\u2019s be honest. You no longer have the time\u2014if you ever did\u2014to 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\u2019s why their recent spot for\u00a0Theragun, 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1499,"title":"Super Bowl Ads Join Media Roundtable: Who Scored, Who Fumbled, and Who Should\u2019ve Stayed Home","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/02\/145ab9d7-4e2e-49a8-b074-4c2118d518cc__MR-SuperBowlEpisodeWebsite.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/super-bowl-ads-join-media-roundtable-who-scored-who\/","date":"February 16, 2022","description":"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\u2019s greatest showdown. We\u2019re not talking about the Rams and Bengals; we\u2019re talking about the commercials and in true Media Roundtable fashion, the impact they have on the world.\u00a0\nThis week, latter-day madmen, Stew Redwine and Jason Harris break down the biggest winners and losers during what they\u2019re calling The Nostalgia Bowl. But this exercise is not just a fun bit of \u201cMonday morning Creative Directing\u201d, their insights unlock creative insights your brand can use all year long.\n\u201cI hate advertising that treats the audience like they’re dumb\u201d – Jason Harris\nFor 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\u2019s iconic \u201cPepsi Soundcheck\u201d ad.\nFrom Super Bowl LVI\u2019s Barbie\u2019s Dreamhouse to the Crypto Bros\u2019 Screensaver, find out what it means for an ad in the \u201cBig Game\u201d to succeed, and which ads from this year will stand the test of time.\nGet 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:\n\nThe Nostalgia Bowl\nCoinbase\u2019s place in the ad world\u2019s history books\nWhy Super Bowl ads need to be the Second Act in a Three-Act structure\nUber Eats and the David Ogilvy adage, “The customer is not a moron, she’s your wife.”\n\nTune in and we promise, you won\u2019t see Super Bowl ads the same way again.\nListen To The Interview","landing_redirection":""},{"id":4609,"title":"The State of the Podcast Business with Bryan Barletta","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-the-podcast-business-with-bryan-barletta-2\/","date":"February 9, 2022","description":"Listen to the Interview\nIf 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 \u201cPodcast ad-tech by day, dungeon master by night.\u201d\n\u201cNobody in this space comes from other spaces\u2026 95% of the people in this space haven\u2019t worked in other media, haven\u2019t worked in other advertising channels, and definitely haven\u2019t touched ad-tech before.\u201d -Bryan Barletta\nBarletta 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\u2019s 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.\nYou\u2019d 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.\nTune in to hear:\n\nWhy \u201cit sucks\u201d that we\u2019re using podcasting as a catchall phrase\nBryan\u2019s take on Joe Rogan that\u2019s actually informed\nWhy Podcast needs nutrition labels\nWhere the next big global podcast audience will be\nHow to release a podcast in your own voice, in any language\n\nWe don\u2019t care how long you\u2019ve worked in the industry. If you listen to this episode, you\u2019re going to see podcast ads in a new light. Click below to hear everything.\nListen to the Interview\n\nThe Classifieds\nAnna Aptly Acquired by Acast\n\nThat\u2019s 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\u2019s actually quite qualified and follow the link below for details.\nGet The Deal\nZeitgeist Cult Members Get Deprogrammed\n\nDissidents 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 \u201ccult followings,\u201d to determine: Are they actually cults? Whether they\u2019re diving into the product loyalty associated with Trader Joe\u2019s, 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.\nGet The Deal\n\nIn Case You Missed It\nWhat Can You Buy Instead of a Super Bowl Ad?\nAn ad on the Super Bowl. It\u2019s 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\u2019s Super Bowl, at a reported $6.5 million, is prohibitive for most marketers. But Radio evangelists Pierre Bouvard\u00a0and\u00a0Christine Travaglini, offer an alternative to an ad in the \u201cbig game\u201d, 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\u00a0Model S Plaid Tesla\u00a0to a $30k\u00a0Chevy 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\u2019t make this year\u2019s 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.\nRead More\nRumble Saves The World With Joe Rogan\nThis week in Joe Rogan\u2019s battle\u00a0over proposed cancellation due to alleged COVID misinformation and past racial slurs, Joe finds a new ally. Monday, Chris Pavlovski, CEO of Rumble (The Right\u2019s Answer to YouTube), posted a letter to Rogan on Twitter offering the Podcast host $100 million for 4 years, saying \u201cthis is our chance to save the world.\u201d Meanwhile, Rogan\u2019s current employer at Spotify, Daniel Elk said in a statement that although he \u201cstrongly condemns\u201d Rogan\u2019s words, he does not believe \u201csilencing Joe is the answer.\u201d 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\u2019re cooking up something that will help. Stay tuned\u2026\nRead More\nInvasive Audience Targeting is Dying\nWeeks 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,\u00a0Marpipe\u00a0giving his take on what this means to advertisers:\nChanges in Meta are being made between now and March 17th to reduce audience targeting capability and\u00a0Google is following suit.\nReinventing’ 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.\nWhat do we do? – Since the main performance lever is on its way out and we can\u2019t 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:\n1) Contextual placements\u00a0– 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.\n2) Creative data\u00a0– This is the most underdeveloped and, as a result, highest in growth potential. If you haven\u2019t heard this phrase yet, you will soon: \u201cCreative is the new audience targeting.\u201d 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).\nThis 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\u00a0The Definitive Guide to Modern Creative Testing\u00a0for 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.\u201d\nRead More\n\nThis Week in Great Podcast Reads\nA Stoic Read with a Lot of Heart\nWhile a personal recommendation like the one recently given by host Ryan Holiday on\u00a0The Daily Stoic\u00a0podcast, for\u00a0Shopify, might be a thing of dreams for some advertisers, we find it\u2019s quite common. The truth is when a host speaks from the heart about a brand they\u2019ve 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\u2019d expect to hear brand appreciation. Ryan accredits Shopify as the reason his podcast is still on, then goes on to laud it as \u201cthe single best place to create an online store and eCommerce business that you could possibly imagine.\u201d Even a Stoic to see the virtue in that.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWinning in Your Category; Granger on DUrso\u00a0\nLast week, Oxford Road Founder and CEO, Dan Granger was asked to be a guest on the popular\u00a0Tony 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\u00a0agency,\u00a0newsletter,\u00a0The Media Roundtable, and our\u00a0podcast, but also shares the secret sauce behind Oxford Road\u2019s success. Tony\u2019s show is one of the best performing podcasts for nearly every advertiser we put on, so it\u2019s exciting to turn the tables and share our story on such an impactful show.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1506,"title":"The State of the Podcast Business with Bryan Barletta","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/02\/ba43a173-7c35-4c09-b7a9-1eb2e0bb7439_MR-BryanBarlettaWebsiteGraphic.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-the-podcast-business-with-bryan-barletta\/","date":"February 9, 2022","description":"Listen to the Interview\nIf 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 \u201cPodcast ad-tech by day, dungeon master by night.\u201d\n\n\u201cNobody in this space comes from other spaces\u2026 95% of the people in this space haven\u2019t worked in other media, haven\u2019t worked in other advertising channels, and definitely haven\u2019t touched ad-tech before.\u201d\n-Bryan Barletta\n\nBarletta 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\u2019s 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.\u00a0\n\nYou\u2019d 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.\n\nTune in to hear:\n\nWhy \u201cit sucks\u201d that we\u2019re using podcasting as a catchall phrase\nBryan\u2019s take on Joe Rogan that\u2019s actually informed\nWhy Podcast needs nutrition labels\u00a0\nWhere the next big global podcast audience will be\nHow to release a podcast in your own voice, in any language\n\nWe don\u2019t care how long you\u2019ve worked in the industry. If you listen to this episode, you\u2019re going to see podcast ads in a new light. Click below to hear everything.\u00a0\nListen to the Interview","landing_redirection":""},{"id":4614,"title":"For Black History Month, Culturati Podcast host, Kierna Mayo Shows Points the Way to an Anti-Racist World; Dissecting Spotify\u2019s Rogan Problem","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/culturati-host-kierna-mayo-gives-us-the-path-to-an-anti-racist-world\/","date":"February 2, 2022","description":"\u201cI genuinely think points of unification happen is when we listen. Your generation, my generation\u2026 we didn’t start this shit. We inherited a whole bunch of history\u2026We know the difference between you just want to sell me something, you just want your company to look good right now\u2026\u201d -Kierna Mayo\nIt\u2019s 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\u2019s episode\u2026\nMayo co-founded and served as Editor-in-Chief of the iconic late-90\u2019s 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.\nAs 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\u2019s perspective.\nThis conversation goes deep and offers levity at times, but is challenging to anyone who concerns themselves with living anti-racist.\nTune in to hear topics such as:\n\nInterviewing Hillary Clinton and confronting her about charges of pandering to the black community\nAre corporations and others pandering to the black community in a post-George Floyd world?\nCritical Race WAP (Yes, you read that correctly)\nOffering Real Support to the Black Community Without Pandering\nLife at the Center of a cultural revolution\nHer involvement with Showtime\u2019s \u201cWe Need to Talk about Cosby\u201d\nHow she deals with the work of Artists after learning about reprehensible behavior\nMaintaining a friendship with Q-Tip after he rose to superstardom\nHow Advertisers can get involved supporting Black Women and Girls through supporting Culturati\n\nWe can\u2019t 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.\nListen to the Interview\n\nThe Classifieds\nNo Cap, These Tiktok Stars Pass the Vibe Check\n\nWhether they’re commenting on unhinged beauty videos or laughing so hard they give themselves twin mental breakdowns, Tiktokers\u00a0Brittany Broski\u00a0and\u00a0Sarah Schauer\u00a0are 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\u2019re interested in this opportunity, don\u2019t stitch this, just follow the link below.\nGet The Deal\nAbsolutely Divine Podcast Moves to New Network\n\nMark 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\u00a0bestselling author\u00a0who interviews today\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nThe Harvest Moon Sets on Spotify\nMonday\u2019s New York Times article said it all, Spotify\u2019s Joe Rogan Problem Isn\u2019t 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\u2013even fellow \u201cSpotify Exclusive\u201d podcaster Bren\u00e9 Brown announced she would not release new episodes \u201cuntil further notice\u201d in protest. For now, Spotify seems to be standing by its Hundred-Million-Dollar-Man. A\u00a0recent blog post\u00a0from Spotify\u2019s CEO, while not addressing Rogan specifically, discussed free expression while providing updated\u00a0platform rules\u00a0and committing to adding\u00a0advisory warnings\u00a0on 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\u2019s 2021 Dave Chappelle issue? We definitely haven\u2019t 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.\nRead More\nHow Do You Say Podcast in Portuguese?\nPodcast consumption is\u00a0exploding 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.\nRead More\n\nThis Week in Great Podcast Reads\nLoose Lips, New Hips\nSometimes it takes a personality as endearingly bubbly as host Lacey Gee\u2019s 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\u00a0Loose Lips and Child-Bearing Hips\u00a0with an ad read for\u00a0Honeylove, shapewear that doesn\u2019t just shape but looks good doing it. Her short and sweet testimonial really hits on the value prop\u2019s 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\u2019s nonsense.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1504,"title":"Culturati Host, Kierna Mayo Gives Us the Path to an Anti-Racist World","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/02\/d884831a-3f2f-4b2e-8768-1be1616b4cd4_MR-KiernaMayoWebsiteGraphic1.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/culturati-host-kierna-mayo-gives-us-the-path-to-an\/","date":"February 2, 2022","description":"\u201cI genuinely think points of unification happen is when we listen. Your generation, my generation\u2026 we didn’t start this shit. We inherited a whole bunch of history…\n\u2026We know the difference between you just want to sell me something, you just want your company to look good right now\u2026\u201d\n-Kierna Mayo\nIt\u2019s 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\u2019s episode\u2026\u00a0\nMayo co-founded and served as Editor-in-Chief of the iconic late-90\u2019s 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.\nAs 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\u2019s perspective.\nThis conversation goes deep and offers levity at times, but is challenging to anyone who concerns themselves with living anti-racist.\u00a0\nTune in to hear topics such as:\n\nInterviewing Hillary Clinton and confronting her about charges of pandering to the black community\nAre corporations and others pandering to the black community in a post-George Floyd world?\nCritical Race WAP (Yes, you read that correctly)\nOffering Real Support to the Black Community Without Pandering\nLife at the Center of a cultural revolution\nHer involvement with Showtime\u2019s \u201cWe Need to Talk about Cosby\u201d\nHow she deals with the work of Artists after learning about reprehensible behavior\nMaintaining a friendship with Q-Tip after he rose to superstardom\nHow Advertisers can get involved supporting Black Women and Girls through supporting Culturati\n\nWe can\u2019t 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.\u00a0\nListen to the Interview","landing_redirection":""},{"id":4619,"title":"Michael Bosstick Brings Female-Led Podcasts to the Masses; A Podcast for Gleeks; Amazon Reveals Murder Plot; What\u2019s Going On Under Ben Shapiro\u2019s Desk","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dear-media-ceo-michael-bosstick-knows-how-to-make-podcasts-work-for-advertisers\/","date":"January 26, 2022","description":"Serial entrepreneur Michael Bosstick has done it all. He\u2019s 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.\n\u201cLaunch 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.\u201d –Michael Bosstick\nIn 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\u2019re talking dozens of shows reaching over 10 million rabidly loyal listeners each month. In addition, as advertising partners, Bosstick\u2019s team consistently goes the extra mile to put together integrated partnership solutions, complete with thoughtful customizations from their talented hosts.\nDear Media \u201cgets it\u201d\u00a0 because Bosstick has one of the most complete understandings of the entire podcast ad space. How could he not when he\u2019s held every single role? In addition to his role as CEO, Bosstick\u2019s been in sales, operations, talent, and marketing. Plus, he\u2019s been on all sides of the table; brand, agency, and client. It\u2019s 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.\nTune in to hear:\n\nThe secret to being in business with a famous spouse.\nHow to \u201ckeep your side of the street clean\u201d amidst a wave of criticism.\nHow to build the confidence to talk to anyone.\nWhat you need to do once third-party tracking gets obliterated.\n\nYou\u2019re not going to want to miss this week\u2019s episode. Click below to hear the entire conversation.\nListen to the interview\n\nThe Classifieds\nAnother Reason to Smile Always\n\nYoutubers 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\u2019s huge combined following. At this point in time,\u00a0Markiplier\u00a0is sitting at 31.7 million Youtube followers and is the 3rd highest paid Youtuber, according to\u00a0Forbes. Tyler is a frequent collaborator and childhood friend with his own ardent following on\u00a0Twitch\u00a0and\u00a0Youtube. If you\u2019re 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.\nGet The Deal\nTwo Me in One Classified\u00a0\u00a0\n\nIf 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\u00a0Glee. 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\u2019s less than stellar moments. This is a great opportunity to test for anyone interested in the popular sub-genre of television re-watches. Don\u2019t feel like you have to take a slushie to the face, just click for details below.\nGet The Deal\n\nIn Case You Missed It\nAmazon Now Selling Murder\n\u201cThe Zon\u201d has been relatively quiet in the podcast space after investing hundreds of millions\u00a0in 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\u00a0Exactly Right Media\u00a0podcast network, which includes the wildly popular\u00a0My Favorite Murder. \u00a0According to the article, the deal mirrors an agreement Amazon made for the comedy podcast\u00a0SmartLess, 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.\nRead More\nI Hate Being Bipolar, It\u2019s Awesome!\nMost 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\u2019re hitting far too close to home. Paul Donato, Chief Research Officer at the ARF says, \u201cthe 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\u2026 which throws a wrench into the idea of cohort targeting.\u201d Perhaps someone should figure out a way to have products and services endorsed by content creators themselves. That way, you could target a show\u2019s listeners without being intrusive. Think it would work?\nRead More\nThe Spotify Gen Z Gap\u00a0\nSpotify\u2019s share of music streaming subscribers is waning. While they still hold a commanding 31% share of the audience, they\u2019ve dropped 2% year over year. The problem is Gen Z. Spotify\u2019s recent hyper-focus on podcasts is not as appealing to zoomers as it has been for millennials and X\u2019rs, and younger audiences are going elsewhere to stream their music. As a result, Apple, Amazon, and Tencent\u2019s 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\u2019s 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\u2019s not like they\u2019re not the future.\nRead More\n\nThis Week in Great Podcast Reads\nBen \u2764\ufe0f\u2018s Tommy\nThere is something to be said for a show host that can deliver quality ad reads consistently. A host\u2019s enthusiasm for a brand, even one they love, can sometimes wane over time, so when a podcast like\u00a0The Ben Shapiro Show\u00a0hits it out of the park each week for years, you can be sure we\u2019ll take notice. Shapiro\u2019s commitment to the messaging in this recent\u00a0Tommy 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 \u201cgrace his tuchus\u201d every single day.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nRedwine\u2019s Recipe for Effective Ads: Brevity, Clarity & Potency\u00a0\n\u201cNever use two words when one will do.\u201d This is the personal and professional mantra for Oxford Road\u2019s Creative Director, Stew Redwine. Last week Stew joined the Podcast Advertising Playbook\u00a0to share this and other advice for advertisers looking to ramp up the effectiveness of their podcast ad campaigns. But he doesn\u2019t give away all his secrets on the show. For those, you\u2019ll have to ask the man himself.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1502,"title":"Dear Media CEO, Michael Bosstick Knows How to Make Podcasts Work For Advertisers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/bc4882b4-cb16-40a6-b75b-7043d9f292d8_MR-MichaelBosstickWebsite1.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dear-media-ceo-michael-bosstick-knows-how-to-make\/","date":"January 26, 2022","description":"Serial entrepreneur Michael Bosstick has done it all. He\u2019s 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.\n\n\u201cLaunch 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.\u201d –Michael Bosstick\nIn 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\u2019re talking dozens of shows reaching over 10 million rabidly loyal listeners each month. In addition, as advertising partners, Bosstick\u2019s team consistently goes the extra mile to put together integrated partnership solutions, complete with thoughtful customizations from their talented hosts.\n\nDear Media \u201cgets it\u201d\u00a0 because Bosstick has one of the most complete understandings of the entire podcast ad space. How could he not when he\u2019s held every single role? In addition to his role as CEO, Bosstick\u2019s been in sales, operations, talent, and marketing. Plus, he\u2019s been on all sides of the table; brand, agency, and client. It\u2019s 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.\n\nTune in to hear:\n\nThe secret to being in business with a famous spouse.\nHow to \u201ckeep your side of the street clean\u201d amidst a wave of criticism.\nHow to build the confidence to talk to anyone.\nWhat you need to do once third-party tracking gets obliterated.\n\nYou\u2019re not going to want to miss this week\u2019s episode. Click below to hear the entire conversation.\u00a0\nListen to the interview","landing_redirection":""},{"id":4625,"title":"Bari Weiss Opens New Season of Media Roundtable; Rise of the Twee Queen; Sonic Branding Breakdown; 2021 Audio By The Numbers","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-10.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/bari-weiss-opens-new-season-of-media-roundtable-rise-of-the-twee-queen-sonic-branding-breakdown-2021-audio-by-the-numbers\/","date":"January 19, 2022","description":"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.\n\u201cI 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.\u201d -Bari Weiss\nWeiss does not fit neatly into any category. A quick jaunt through her podcast reviews gathers raves and rants from all sides. What\u2019s admirable is that she\u2019s able to inhabit a middle lane that is not simply the average of what one group wants her to think.\nAs marketers, when you guide your brand through the world, it\u2019s 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\u2019t stand for anything and (hopefully) won\u2019t get you in trouble. But that\u2019s also not how you build an audience that trusts you.\nWeiss 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\u2013you can make decisions that aren\u2019t 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\u2019t fit into a tidy box.\nClick 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\u2019s anything but middle of the road.\nListen to the Interview\n\nThe Classifieds\nThe Residents of 4D Reunite\n\nRecently dubbed\u00a0tween queen\u00a0Zooey 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\u2019ve 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.\nGet The Deal\nTwo Me in One Classified\u00a0\u00a0\n\nDid you hate that Dan was revealed to be Gossip Girl in the finale? If so, you\u2019re in luck!\u00a0 Real-life Gossip Girl,\u00a0Instagram star Deux Moi, is launching a podcast with Cadence 13.\nLaunching 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\u00a0Jennifer 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\u2019t play a game of telephone, just follow the link below.\nGet The Deal\n\nIn Case You Missed It\nHow Smart Does Your Brand Sound?\nImagine the sound that plays through your speakers when you sign in to Netflix\u2026 that\u2019s 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.\nRead More\nData, Data, Data, Data (We Heard You Like Data)\nWe know, you\u2019re obsessed with data. While this article came out a couple of weeks ago while The Influencer was on holiday, it\u2019s 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\u2026 kind of, Pandora\u2019s 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\u2019re interested in exploring or expanding your brand\u2019s audio footprint, let\u2019s talk.\nRead More\nIs The Future of Video Not Ad-Supported?\u00a0\nRecent 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\u2019re heading into uncharted waters and it may seem daunting, but if your business is trying to crack the fragmented video space, let\u2019s communicate. So, is the future of video not ad-supported? Influencer says: Not likely.\nRead More\n\nThis Week in Great Podcast Reads\nBreaking Beauty, Breaking Language Barriers\nWhile 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\u00a0Breaking 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\u00a0Preply, 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1509,"title":"Who is Bari Weiss? The Honestly Host Speaks on State of Journalism, Faith, and the Future of America","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/fec464fe-f4c7-424f-a3a0-4f4599b55329_CopyofMRTThoughtPiece12.10.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/who-is-bari-weiss-the-honestly-host-speaks-on-state\/","date":"January 19, 2022","description":"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.\n\n\u201cI 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.\u201d\n-Bari Weiss\n\nWeiss does not fit neatly into any category. A quick jaunt through her podcast reviews gathers raves and rants from all sides. What\u2019s admirable is that she\u2019s able to inhabit a middle lane that is not simply the average of what one group wants her to think.\n\nAs marketers, when you guide your brand through the world, it\u2019s 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\u2019t stand for anything and (hopefully) won\u2019t get you in trouble. But that\u2019s also not how you build an audience that trusts you.\n\nWeiss 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\u2013you can make decisions that aren\u2019t 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\u2019t fit into a tidy box.\u00a0\n\nClick 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\u2019s anything but middle of the road.\nListen to the Interview","landing_redirection":""},{"id":1513,"title":"Here's What We Need to Do in 2022","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/what-to-do-in-2022-opt.png","image_alt":"what to in need to do in 2022","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-neon-sign-hangs-in-our-office-that-reads-heres\/","date":"January 12, 2022","description":"By: Dan Granger\nA 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.\u00a0\nThese 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:\u00a0\n\nTop Podcast Networks Join to Create Standard Disclosures for the advertising community\n\nWith hundreds, if not thousands, of shows and networks all making up their ad policies and few actually publishing what they have for the advertising community, media planning is much more arbitrary than anyone would like to admit. Several major networks create policies and do not notify their ad partners until an Insertion Order has been rejected for reasons never disclosed. How do you value a program based on CPM when there is still no consistency in reporting features like unit load, unit type, unit length, or talent engagement? Networks would benefit from a more informed buying community and justify premiums applied to different content and ad units. Here are some of the items we’d like to see uniformly published for media buyers:\n\nStandardized unit classification between produced ads, producer voiced, Talent Voiced, Talent Endorsed, Baked-in, and Dynamically inserted\nAd Load disclosures sharing unit length of ad units per hour\nSeparate pricing schedules for pre-rolls and mid-rolls, respectively\nClear lines of Demarcation between shows that focus on News vs. Opinion\nTalent levels of involvement in ad campaigns (e.g., “Approves sponsors, willing to use advertiser offerings personally, joins onboarding discussion, wants campaign feedback…”)\nStandardized exclusivity policies, so advertisers know if you allow competitors to have ads voiced by the same talent on the same program\n\n2. Host Read Ads Include Category Exclusivity as Standard Feature\nHost has a credible relationship with their audience. Host refers products and services to this community of trusted followers. Trust is transferred while ad resonance and response rates soar. This is nothing more than a feature in Radio, but host endorsements are the whole ballgame in Podcast. This is what propelled the business from zero to $1B+.\nNow leading networks are trying to walk this back and not in a clever way.\nIn many cases, you can now purchase a Host-read ad placement. Want category exclusivity? You’re gonna pay extra for that. That effectively means that networks are willing to rent out the credibility of talent. Still, if you don’t pay an additional premium, they might just endorse your direct competitor in the following episode. Never mind how frustrating this is for advertisers; just think about how destructive this is for the hosts they represent. If I tell you to take my recommendation and purchase a Moink Box in one breath and Butcher Box in the next, what does that say about my integrity and trustworthiness as a recommender of goods and services?\nWe have forecasted for years that Radio and Podcast would morph into one another. Indeed, there will continue to be a greater emphasis on courting large brands to place big buys using only produced ads, without the risks associated with Influencer marketing. But as a performance marketing agency, we know empirically that the best-produced ads can only perform at a fraction of what a host endorsement can provide. Host endorsements should cost more and often justify the $40+ CPMs we currently see in the marketplace. But you cannot cheapen the golden goose. You must protect categories for a reasonable period (think 90 days+) for talent to maintain credibility. The new dominating forces in this industry have not yet accepted that you cannot scale double-digit CPMs for ads that are not host read. So the alternative to the endorsement ad is overpriced by hundreds of percentage points. Until this gets straightened out, large companies who paid hundreds of millions to acquire buzzy networks will continue to undermine trust in the marketplace by allowing talent to self-sabotage the relationships they have built with their audiences, imagining that trust can be diluted without consequence. It cannot.\n3. Networks Drop “Forced Combo” on All Ad Buys\nHow would you like if all restaurants required that you purchase a pre-set menu or nothing at all? How would you like if Amazon would not allow you to buy individual items unless you bought a bag of other goods they want you to purchase, even if you don’t want them? Unfortunately, this is now standard practice for leading networks refusing placements on individual shows unless you also buy their leftovers. In some cases, smaller shows are not allowed to be purchased ala carte unless accompanied by a more considerable buy across a network. Worse, struggling creators are being denied monetization because some sponsors desirous of their offerings are required to purchase other shows, even if unwanted. Friends, this is crazy. As a buyer, it makes good sense that volume placements unlock discounts, while one-off purchases command a premium. However, to require customers to buy more than they need or want is bad business and entirely unsustainable. Networks would do well to proactively change these abusive policies before more press, and more of the market takes note of it, as this current fad is greedy and shortsighted, leaving a bad taste in the mouths of would-be purchasers.\n4. Local News Outlets Join Together to Form Regional Podcast Networks\nWith the rise of digitally native publishers like Axios launching local news initiatives and movements like Protect Our Press advocating for efforts to save the industry, local media publications should band together, even with competitors, as a joint venture to launch regionally focused podcasts. Local didn’t make sense for many years when Podcast reach was too small to succeed in local markets. Still, as we go from being a newly minted Billion Dollar Industry to becoming a Multi-Billion Dollar Industry, these efforts will become much more viable. Either local news brands will create it themselves, or national brands will launch local initiatives. Of course, enough infrastructure already exists through local radio. Still, there does not seem to be a cohesive strategy binding together regional voices and providing more significant opportunities for scale among local advertisers, who are still holding their dollars on the sidelines. Legacy radio companies were slow off the starting block with podcasts and are now working feverishly to transition into the new world. It’s not too late for them to leverage their success in amassing local resources yet, but it will be soon.\n5. Meta launches Promotion Tools, Allowing Creators to Grow Audience Through Facebook Ads\nWhatever you may feel about Meta (Facebook\/Instagram), its advertising policies, or the privacy challenges that are crippling ad spending, it’s still Podcasts’ most viable potential growth channel. With more than half a million creators actively making shows, there is a robust and fertile market desperate for new ways to grow their audience. New reports are sharing that even the frenzy of large shows and network acquisitions over the last few years is not yielding enough hits to satiate creators and investors. Facebook has the potential to stay in their wheelhouse by doing what they do best; making it easy for marketers to efficiently deploy significant ad dollars to produce measurable outcomes. While it’s interesting to watch them get into the Podcast game as a distribution platform, to break into the platform wars and stand out from Spotify, YouTube, Amazon, and Apple, they’ll need a competitive advantage. Ease of promotion would do just that. Meanwhile, it would significantly expand the industry’s addressable market by helping slower adopting users engage with the channel. All this would open up massive new and diversified revenue streams as networks, and independent creators outspend each other to build their audience and create an edge over the competition. YouTube has similar capabilities, except that Facebook’s ability to embed shows that you can listen to while scrolling through your feed allow for a level of scale that would be transformative for the industry.\n6. Top Podcast Companies Offer Airchecks and Transcripts Standard for All Advertisers\nPerhaps I am biased because I started my career in local radio sales and had to manually pull and share all airchecks with paying advertisers as proof of purchase and quality control. But when you buy something, there should be a receipt. And when you purchase something bespoke, there should be quality control measures in place to make sure your widget was delivered as ordered. So why do our industry manufacturers largely leave it to their customers to provide quality insurance for the items they purchase? I am confident this is too obvious an issue to belabor, and that reason will prevail over time. But these are the types of problems that make the industry less user-friendly than expected and receive elsewhere in the advertising community. The fact that most ads are customized with each insertion introduces a level of complexity that many may choose to ignore but cannot ignore forever. Creators and networks would do well to agree on a transcription and aircheck process. This process should include a quality report showing that expected language was delivered properly in purchased ads and that excluded language was not. To get a jump on this, you can reach our transcription partner here.\n7. Podcast Industry Gets Serious About Brand Safety, Releases Content Ratings\nIt’s enough that Podcast is another user-generated media Ecosystem with no FCC involvement, no standards and practices, and virtually no known corporate policies allowing brands to take comfort (or at least shift blame in times of controversy). While we’ve written, spoken, and created protocols ad nauseam to help brands navigate the terrain, it’s time for the creators, networks, and platforms to start getting serious if they want to continue courting larger ad spenders. How can blue-chip advertisers feel safe trafficking ads on content recorded on a computer and uploaded without any content filters whatsoever?\nNetworks could band together and create our industry’s version of the Motion Picture Association Ratings. Hopefully, something even more robust so that brands could match their standards and values with like-minded content. Even better would be meaningful tools to offer a Values-based planning approach to brands based on things like the GARM Brand Safety Floor and Suitability Framework. With so many available transcription tools and advancements in AI and Sentiment Analysis, technology exists to make this a reality in 2022.\nThrough 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.\nDan\nP.S. Disclaimer: The recommendations above include industry developments that may financially benefit Oxford Road, the ad agency which publishes, The Influencer, and its interests in companies that provide solutions to the podcast industry.\u00a0","landing_redirection":""},{"id":4630,"title":"Throwing Down The Gauntlet: Seven Challenges to The Podcast Industry in 2022; Reese Witherspoon Releases the Sunshine; Spotify Plays the CTA Card","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/what-to-do-in-2022-opt.png","image_alt":"what to in need to do in 2022","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/heres-what-we-need-to-do-in-2022\/","date":"January 12, 2022","description":"By: Dan Granger\nA 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.\u00a0\nThese 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:\u00a0\n\nTop Podcast Networks Join to Create Standard Disclosures for the advertising community\nHost Read Ads Include Category Exclusivity as Standard Feature\nNetworks Drop “Forced Combo” on All Ad Buys\nLocal News Outlets Join Together to Form Regional Podcast Networks\nMeta launches Promotion Tools, Allowing Creators to Grow Audience Through Facebook Ads\nTop Podcast Companies Offer Airchecks and Transcripts Standard for All Advertisers\nPodcast Industry Gets Serious About Brand Safety, Releases Content Ratings\n\nAt 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.\nDan\n\nThe Classifieds\nLike Senior Year,Except Funnier\n\nYou can trust there\u2019s no big little lies here: iHeartMedia and Reese Witherspoon\u2019s media brand\u00a0Hello Sunshine\u00a0are 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\u2019s Book Club. One of those included authors is podcast host Eve Rodsky, a Harvard-trained lawyer and New York Times bestselling author of\u00a0Fair Play\u00a0and\u00a0Find 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\u2019s track record of success, this one is poised for success. If interested just walk the line and follow the link below for details.\nGet The Deal\nFraudsters, Con Artists and Scammers, Oh My!\n\nOur 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 \u201cBush Boys\u201d, 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nSpotify Steps Up CTA\nLast week at CES, Spotify announced a potentially game-changing technology, the \u201cCall To Action Card\u201d. 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\u2019re actively exploring this new opportunity and will keep readers apprised on the results.\nRead More\nPodcast Not Finding New Hits\u00a0\nDespite the vast growth of Podcasts in the past few years, strangely, there haven\u2019t 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\u2019re actively testing everything that shows promise and sharing the results with our clients and on this blog.\nRead More\nAs The Cookie Crumbles Pt. 2\nThe 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\u2019s 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\nRead More\n\nThis Week in Great Podcast Reads\nAn Easy Healthcare Upgrade\nLeave it up to a podcast like\u00a0Upgrade, 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\u00a0Zocdoc, makes finding a doctor and booking an appointment easier than ever, and if you\u2019re 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4636,"title":"Oxford Road Predictions Beat Nostradamus; Programmatic Failure -Spotify Advertises Mature Ad on Children\u2019s Content; Planning for a Cookieless 2023","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/influencers-2021-opt.png","image_alt":"influencers 2022 predictions graded","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-influencers-2021-predictions-graded-2\/","date":"January 5, 2022","description":"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.\nIn an exercise of transparency, but mostly because as performance marketers we are compelled to assign a grade to everything we do, this week we\u2019ll review our\u00a02021 predictions\u00a0to test the trustworthiness of our crystal ball and share what it means to advertisers as we head into 2022.\nRead 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\u2019ll share our official list of challenges the industry faces in the coming 12 months and provide ideas on how you should prepare.\nRead the Full Article\n\nThe Classifieds\nUnlike the Disney Vault, these Shows Are Here to Stay\n\nCadence 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\u00a0The Daily Crime,\u00a0a 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\u2019 success. The same hosts work on\u00a0True Crime Chronicles\u00a0which 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.\nGet The Deal\nFollow the Carefully Laid Path to the Classified Below\n\nSuccess can mean a lot of different things in today\u2019s 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\u2019s 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\u2019re 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\u2019t need a yellow brick road to lead you to find the details below.\nGet The Deal\n\nIn Case You Missed It\nPodcast’s Programmatic Problem\nHotPod\u2019s Ashley Carman\u00a0posted 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\u2019t have, and begs the question, is Programmatic good for Podcast? From an advertiser\u2019s 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\u2019s virtually impossible for the ad servers to govern 100%. While programmatic advertising does have its place in Podcast, it\u2019s best to tread lightly. In our experience, it\u2019s much more effective (and brand-safe) to let the humans help determine which content your ad airs.\nRead More\nThe Cookie Crumbles\nGoogle\u2019s 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,\u00a0Hindsight\u00a0argues that brands should shift spending away from cookies as soon as possible while seeking alternatives. While Patel\u2019s 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\u2019re 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.\nRead More\nThe Geek Squad Of The Ad World\nAccording to Business Wire, everyone\u2019s 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\u2019s move offers an opportunity to align with the mega-retailer without jumping through the hoops generally required to get distribution in their stores.\nRead More\n\nThis Week in Great Podcast Reads\nHealth, Prosperity, and Headspace in 2022\nLooking for the answer to living a more stress-free life in 2022? Just Ask Ronna\u2026and Bryan. In a recent ad read on their podcast\u00a0Ask Ronna, comedy duo Ronna Glickman and Bryan Safi recommend the mediation app\u00a0Headspace, 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\u2019ll decide to start the year off by creating more room upstairs with Headspace.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1512,"title":"The Influencer\u2019s 2021 Predictions Graded","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/01\/influencers-2021-opt.png","image_alt":"influencers 2022 predictions graded","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-influencers-2021-predictions-graded\/","date":"January 5, 2022","description":"By: Kyle Jelinek\nEach year, like many marketing blogs,\u00a0The Influencer\u00a0usually makes predictions about what the coming year will bring. You rarely see those same blogs going back and commenting on how accurate their predictions were. In an exercise of transparency, but mostly because as performance marketers, we like to assign a grade to everything we do, this week we will review our\u00a02021 predictions\u00a0to test the trustworthiness of our crystal ball and share what it means to advertisers as we head into 2022.\n1. Podcast Hits $1B in Revenue Before Black Friday\nPodcast was originally set to hit the coveted $1B milestone in 2020 but was stalled by the pandemic. So this was a fairly easy one to call. While the numbers are not 100% reconciled, forecasts from the IAB as early as last May were already\u00a0estimating 2021 revenue to be at $1.35B. Being in the trenches and seeing the ravenous consumption of podcasts available in Q4 first-hand, the $1.33B revenue estimates were most certainly hit and then some, and current estimates expect them to be medium to hit $2B by next year. For advertisers who\u2019ve found Podcast to be \u201ctheir little marketing secret\u201d are now being faced with challenges of a maturing medium like higher prices, increased spend thresholds, and less host personalization in their ad reads.\nCorrect +1\n2. Podcast Acquisitions Slow and Narrative Shifts To Mergers and Talent Acquisitions\nThis, too, was an easy one to predict. At the time of the original publication, the largest players in the space had already been acquired, so the natural conclusion is that the proliferation of podcast acquisitions would slow in 2021. While 2021 saw some relatively small (by 2019 and 2020 standards)\u00a0mergers this past year, and too many one-off talent acquisitions to mention, we are starting to see some of the 2020 talent acquisitions fall apart (see\u00a0Last Podcast on The Left)\u00a0and we expect more in 2022 as talent starts to see that the grass isn\u2019t always greener.\nCorrect +1\n3. Radio Sees Dead Cat Bounce\nThis prediction will require more time to determine whether or not our prognostication was 100% true, but we think it will. While radio did see an increase in revenue in 2021 to pre-COVID levels, radio insiders are projecting another increase in 2022 driven by revenue\u00a0generated from this year\u2019s mid-term elections.\u00a0Ultimately, we hold true to the statement that \u201cthis old warhorse is still trotting toward the glue factory\u201d, it just may have a short stay in its execution. That said, radio isn’t completely going away anytime soon and while it\u2019s been losing its luster for some time, this is a good thing for advertisers looking for a deal.\nCorrect +1\n4. Personalized Creative Makes Headlines\n2021 was a year of strides in personalized content within the audio landscape. While social media advertisers were faced with a diminished ability to target advertisers on their platforms due to more strict privacy rules, audio platforms like iHeart, Spotify, and\u00a0SXM\u00a0are now offering a myriad of ways to customize\u00a0audio ad buys with creative that resonates with target audiences. This will only continue to grow in 2022 as DAI placements and audience targeting become more sophisticated on these channels. Moreover, with strides in tracking via pixel, advertisers can run multiple creative iterations on the same show to learn which resonates the most.\nCorrect +1\n5. Amazon Fuses Smart Speaker and Podcast, Forming Dynamic Audio Experiences\nThis hasn\u2019t really happened\u2026yet. With the Amazon founder shifting his focus to\u00a0the stars, we can only hope that this starts to take shape in 2022. For now, we\u2019ll chalk this one up as a loss.\nWrong +0\n6. Media Curtain Falls Between \u201cStop the Steal Republicans\u201d and Everyone Else\nOur 2021 predictions were unwittingly published on the day of last year\u2019s Capitol insurrection and that\u2019s one we didn\u2019t see coming. However, with far-right pundits doubling down on the rhetoric, we\u2019re seeing most of the brands we work with further distancing themselves from anything far-right over the past year leaving the space open to only the most hardcore direct response advertisers (and those brands that align themselves politically with their message).\nCorrect +1\n7. Rise of the Middle\nWe\u2019re thankfully starting to see this. In addition to the middle-focused podcasts we regularly feature on our\u00a0Media Roundtable Podcast, we\u2019re starting to see some less extreme media outlets move towards the center. In recent months, even traditionally right-leaning media outlets like\u00a0Salem Communications have distanced themselves\u00a0from \u201cStop The Steal\u201d rhetoric. Of all the predictions we made last year, this is the one we\u2019re most thankful to see come to fruition, but there\u2019s still work to do.\nCorrect +1\n8. Ad Loads Increase on Podcasts\nWe initially hypothesized that podcast networks would increase ad units on their programming to increase the revenue potential of each show. While we have yet to see this happen en masse, we are seeing more podcasts moving to dynamic insertion and opening up each show to more advertisers than ever before, which as listenership increases, is accomplishing the same goal. This is actually a good thing for advertisers breaking into the podcast space. For larger shows that would previously be unattainable for smaller advertisers, the ability to buy a fraction of the show\u2019s total impressions reduces the cost of testing. We\u2019ll take partial credit on this one.\nPartially Correct +.5\n9. Exclusivities Disintegrate\nUnfortunately, this one is all too real. Many Podcast networks are doing everything in their power to make exclusivity a thing of the past. In our 2022 negotiations, the exclusivity terms we\u2019ve held as a standard for years are being redlined. While this is frustrating for the shows in which we\u2019ve successfully blocked competitors from advertising in the past, this move opens the door to advertisers looking to run on shows they previously couldn\u2019t. While we haven\u2019t seen talent reads coming as a premium yet, networks are demanding higher spend thresholds to get talent to endorse an advertiser.\nCorrect +1\n10. Progress in Local Podcasts\nWe\u2019ve made this prediction two years in a row and while it\u2019s bound to happen one day, local podcasts haven\u2019t really taken off. The exception is in the sports world where networks like Locked-On is producing content that is hyper-focused to individual teams. That said, this is a logical next step for podcasting and we should expect to see local take off in the coming years.\nWrong +0\n11. International Podcast Placement Market Becomes Topic of Conversation\nThis one hit big. While Podcast continues to grow stateside, global growth of the medium is projected to\u00a0make even greater gains\u00a0in the coming years. As a result, we\u2019re speaking with nearly every advertiser we have with a global footprint, investigating how to crack the global podcast market. If your brand is looking for a way to tackle international podcasts, we can help.\nCorrect +1\n12. Rise of the ZoomCast\nThis is another prediction that, while not completely spot-on, has wormed its way into our everyday lives. As pandemic concerns continue to loom, the video conference format has become commonplace in the workplace and into general media but has not become a platform in and of itself as we predicted.\nWrong +0\n13. Pixel Tracking Becomes Norm, but Gets Called Into Question\nPixel tracking continues to expand with more and more shows, networks, and advertisers adopting the methodology. And while it hasn\u2019t been officially called into question, pixel tracking is not the be-all-end-all we\u2019ve been dreaming of. Like every attribution model, pixel tracking is another tool used to piece together the truth. We recommend that marketers continue to use pixel-tracking as one facet of their attribution model while triangulating with post-purchase surveys and traditional marketing mix models to confirm results.\nCorrect +1\nOur 2021 Scorecard\nFor those who have been keeping count, out of 13 predictions, 9 were right, 1 was half right, and 3 were wrong which gives our predictions for 2021 a 73%, which in the world of predicting the unpredictable is better than Nostradamus.\nDespite our passing grade from last year\u2019s predictions, this year, we\u2019ll be moving away from the crystal ball and instead share an industry-wide, “here’s what we need to do in 2022”, where we highlight challenges the industry is currently facing and share our recommendations on how marketers can overcome. You\u2019ll read our official challenges to the industry in The Influencer next week, same bat time, same bat channel.","landing_redirection":""},{"id":4642,"title":"Kraig Kitchin on Word of Mouth in the Digital Age; Makeup Tutorials With a Splash of Murder; Podcast Marketers Weigh In On Consolidation","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/kraig-kitchin-on-word-of-mouth-in-the-digital-age-makeup-tutorials-with-a-splash-of-murder-podcast-marketers-weigh-in-on-consolidation\/","date":"December 15, 2021","description":"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,\u00a0Kraig Kitchin\u00a0(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, \u201cword of mouth\u201d. Kraig makes a case for anyone who\u2019s not yet jumped into this now, not-so-emerging medium to do it now.\nRead the Full Article\n\nThe Classifieds\nThe Other Wild and Crazy Guys\n\nIt\u2019s easy to say you want to be your best self, but isn\u2019t 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\u2019s 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.\nGet The Deal\nTrue Crime Podcast Sees More Cuts Than Just in the Crease\n\nDark History\u00a0host, and recent\u00a0Streamy award winner, Bailey Sarian, has finally released her\u00a0Youtube series\u00a0in podcast format. Sarian\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nNew Survey Finds Podcast Listenership is Growing (Big Surprise)\nIn case you haven\u2019t 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 \u2013 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.\nRead More\nDecentraland is Your Land\nAds are now available to buy in the Metaverse! For a small price your agency can hold prime real estate in Decentraland\u2019s most creative neighborhood, Voltaire, just a stone\u2019s throw away from Sotheby\u2019s 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.\nRead More\nWho To Trust?\n\nWith 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\u2019t 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\u2019s 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.\n\nRead More\n\nOXFORd In The News\nNetwork Acquisitions Ruining Podcast?\nOxford Road\u2019s 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 \u201cbaked-in\u201d 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.\nRead More\n\nThis Week in Great Podcast Reads\nSelf-Help, Fewer Bills\nSo much of what makes a self-improvement podcast like\u00a0Self-Helpless\u00a0a top choice for many listeners is the host\u2019s 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\u2019ll hear in this recent ad read for\u00a0Truebill. Their testimonial proves they too suffer from monthly subscription struggles. However, they\u2019ll put you at ease by letting you know there is an app like Truebill to help you cancel the subscriptions you don\u2019t need, want or just plain forgot about.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1511,"title":"Word of Mouth With a Modern Twist","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/12\/word_of_mouth_a_twist.png","image_alt":"word of mouth with a twist","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/word-of-mouth-with-a-modern-twist\/","date":"December 15, 2021","description":"By Kraig Kitchin\nIt\u2019s been said that the oldest form of marketing is \u201cword of mouth\u201d advertising. Loosely interpreted, that means one neighbor telling another about discovering an item or a service that has made their lives better. However, with the discovery and popularity of influencer marketing, \u201cword of mouth\u201d has witnessed several successive years of explosive growth. With the presence of 1.8 million podcasts in the United States, podcast influencers are now enjoying a spotlight of discovery and success in the way they\u2019re able to sell products and services on behalf of companies hiring them to do so, and thousands have achieved a critical audience mass size. These podcast influencers are compelling individuals, many of whom have learned, developed, or brought forth a natural ability to sell a product or service during their live conversations, just as humanity has been doing for millennia. Still, through the benefit of technology, their recommendations are amplified thousands of times more than their ancestors could ever dream of.\nThe 2021 version of \u201cword-of-mouth advertising\u201d are these podcasts hosts, who speak plainly with enthusiasm for their product and service discoveries within their daily or weekly conversations with their audiences. Not-so-secretly, many of these \u201cdiscoveries\u201d are assisted by influencer marketing media agencies, savvy enough to identify the podcast and host whose words matter to specific audiences and accurately pair them with a product or service that will be welcomed into the conversation. In addition, the success of their efforts is now measured by attribution models; not one storekeeper would tell another of a community member who happens to be good at spreading the good news about their storefront. Like so many other advancements, this is \u201cword of mouth\u201c advertising at scale, using digital technology in the form of podcast downloads to make all the difference for national brands selling one product or service or another.\nFinding success in this new \u201cword of mouth\u201d paradigm can be very complicated, and there are portions that we should, given the hundreds of millions of dollars a year now expressed in this form of advertising. But we can also keep it very simple, remembering that hearing words from somebody you trust to speak about a product or service and how good it is is enough to compel somebody else to make the next purchase. It is that simple.\nRadio personalities have been doing this for more than 100 years now. The best ones, like Paul Harvey, Rush Limbaugh, Tom Joyner, or Howard Stern, will go down in history with that distinction. On television, there are entire businesses built upon this premise. QVC and Home Shopping Network and their on-air hosts are two shining examples. But, ultimately, it comes down to connecting with the audience at their level.\nAnd while radio personalities in 2021 continue to shine with this skill set, it\u2019s the podcasting industry that has come through for the first time with a specific topic focus attracting specific like-minded audiences with similar psychographics and qualitative qualities that allow marketers to know they are reaching their detailed customer target profile. The results speak for themselves, with returns on investments that are sometimes as high if not higher than 5:1, this new-aged \u201cword of mouth\u201d advertising is working.\nIt\u2019s enough of a solid business model for dozens of companies to invest billions of dollars collectively to attract hosts and libraries of past podcasts to bet on the future of this form of advertising. It\u2019s also lucrative enough to attract the stand-alone entrepreneur, who realizes that the barriers of entry are low enough that they, too, can create a podcast today and publish it tomorrow. The ambitious ones then go to work discovering an audience of like-minded individuals who want to hear what they have to say. It\u2019s the free market economy of thought, in existence and practice, working away. The payoff is the discovery of a large audience and the subsequent monetization while benefiting earnest marketers who want access to that audience and have come to trust the host to evangelize and influence for their brands.\nAn entire industry of audio specialist agencies, like Oxford Road, leads marketers into this expanding foray. These agencies help marketers determine which podcast environments will be the most productive for them and help them with strategy and script creation and the formation of relationships between their brand and this new wave of successful podcasters.\nIt\u2019s not unusual to see brands scale the number of voices they use in this advertising space. A men\u2019s specialty product line might use more than 1500 influencers in a year. A health-related product for women can harness the relationship of more than 900 different female podcasters in a year. Easy-to-assemble databases, attribution codes, and real-time product sales tracking keeps all this business in order, and displays which shows perform best in a live dashboard. It\u2019s all granular, all data-driven, and the results speak for themselves.\nWho could have imagined a world where the former speechwriters of the Obama administration are in the same conversation as Joe Rogan, Ben Shapiro, or Sean Hayes, Will Arnett, and Jason Bateman? Who would\u2019ve thought that the New York Times would staff a podcast studio with more than 70 full-time employees to create a daily version of their newspaper with such success?\nThere are many accomplishments to recognize in 2021. One of them is witnessing the audio podcast industry passing $1 billion and recorded advertising revenues for the first time from tens of thousands of advertisers. That is \u201cword of mouth \u201cadvertising, 2021, and it\u2019s only getting warmed up.\nDespite the strides in the space, more than 50% of Americans have yet to download their first podcast and discover what their \u201cneighbor\u201d has to say about the topics they love most. Discovery will continue, and more Americans will start listening to podcasts, as they hear about them from their family and friends, and neighbors (word of mouth). More Americans will decide they want to listen to their favorite radio personality or their favorite podcast host \u201con-demand\u201d on their timelines and not when it is necessarily scheduled.\nThe future of the influencer audio advertising experience is bright, and we see interest in the podcast space at the highest levels since our agency was founded. So if you haven\u2019t yet tested this exciting space, or worse, tested and felt it wasn\u2019t right, it\u2019s time to give it another shot.","landing_redirection":""},{"id":1507,"title":"It Is The Worst Of Times, It Is The Best of Times (Part 2 of 2)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/12\/worst-of-time-best-of-times.png","image_alt":"the worst of times the best of times","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/it-is-the-worst-of-times-it-is-the-best-of-times-part2\/","date":"December 8, 2021","description":"It Is The Worst Of Times, It Is The Best of Times (Part 2 of 2)\nBy Giles Martin Oxford Road EVP, Strategy & Insights\n4. The Collapse of the Funnel\n2022 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.\nPerhaps 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.\nUnsurprisingly, one of the key players here is Amazon, which will certainly be one to watch in this space. Consider the investments they\u2019ve been making in content that would traditionally be considered much more brand-focused. These include its extensive video properties, acquisitions like MGM, and the licensing of rights to broadcast major sporting events including the NFL and EPL. Add this top-funnel, high-reach, high-engagement content to the depth and breadth of their first-party data, and you have a different kind of marketing tool (and one with enormous potential power.)\nBut wait, there\u2019s more. The Amazon Marketing Cloud allows agencies and marketers to upload their 1P data in a safe-room environment to connect the dots, perhaps more clearly than ever, between upper-funnel content exposure on their platform, and subsequent lower-funnel action. This includes, through their new \u2018Brand Metrics\u2019 product, the ability to incorporate soft metrics (e.g. awareness, consideration) in the equation too. Do brand-aware or high-consideration prospects go on to buy? Is there a clear link between media exposure and these soft metrics? What has previously only been part of the realm of more speculative nested models is now part of the direct domain of Amazon, which is seemingly poised to provide much clearer data on this topic than we\u2019ve seen before.\nIt is telling that Amazon has launched a B2B campaign to tell advertisers about its brand-building potential. What\u2019s more, anecdotal reports suggest Amazon\u2019s salespeople are all now incentivized on selling upper funnel. Amazon, seemingly, is going all-in on this initiative to connect top and bottom-funnel.\nOther platforms are pushing in the same direction. Walmart doesn\u2019t have video (yet) but it does have a deep partnership with the trade desk to monetize its media network ever more efficiently. Facebook and TikTok are aggressively pursuing the social\/viral commerce space.\nThis can be seen as a movement towards the profile app space in Asia, where video content and commerce are more seamlessly connected (e.g. Shopee), and where the \u2018Super App\u2019 (Alipay, WeChat) dominates the landscape in a way we\u2019re not familiar with yet in the Western market. That race, however, is very much on \u2013 and this alignment of entertainment and purchase is a key step forward in it. This is further evident in the delivery app space: Instacart now delivers for Dick\u2019s, Best Buy, and Staples. Uber delivers flowers and cosmetics. DoorDash\u2019s DashMart sells its own stock of convenience store items. By offering a suite of different products through a single platform, the evolution towards SuperApps, where entertainment, convenience, shopping, and purchase converge is well-underway.\n5. Social Commerce & The Creator Economy\nWhile influencers monetize their audiences via sponsored posts and ad revenue, creators are bypassing the major platforms to make an income through tools such as Patreon, Substack, Cameo, TipJar, selling NFTs, and creating their own brands and merchandise. This changes the relationship between brands, media platforms, and creators, and is driving innovative partnerships and collaborations.\nGiven the different financial structures of the relationship between brands and creators, brands will have to get increasingly used to having less control and letting go more. Offering creative freedom may be a scary prospect for some brands but there will be rewards for those that take the leap with authentic creator collaborations. Research by TikTok showed that 88% of users discover new content while on the app and one in two discover new products and brands in the process, with 91% of users taking some sort of action after seeing the content. There\u2019s an enormous amount of potential here.\nSocial commerce adoption, like e-commerce, has been greatly accelerated by the pandemic. Social platforms are becoming shopping destinations as new technology has made shoppable media a seamless experience, transforming platforms into malls.\nThe lines between content and commerce blur as livestream commerce, as well as livestream content, will become more widespread outside of China and Southeast Asia.\nWhile we won\u2019t allow ourselves to add pointless fuel to the still-highly-speculative Metaverse fire, what is clear is that gaming will again be a trailblazer into this area, particularly as it merges with social media as games become places to socialize and spend time. In 2022, more brands will experiment with involvement in gaming, which is set to become a $300 billion industry by 2025 \u2013 there are limitless opportunities as anything in the physical world can be recreated in the virtual world.\n6. AR & VR \u2013 The Realistic Version\nWhile we\u2019re not yet betting that the human race wants to abandon this reality in favor of a digitally-constructed one, we can expect AR & VR to continue to take significant steps in 2022. Part of this is an inevitable consequence of lockdown restrictions. Many brands, particularly in retail, have been unable to get their products into consumers\u2019 hands. Prospects have not been able to try on clothes or test products. Market conditions then are forcing the acceleration and adoption of AR.\nThink IKEA \u2018Place\u2019, which allows users to place virtual Ikea furniture into their own home (Home Depot have a similar product); L’Or\u00e9al’s \u2018Modiface\u2019 on Amazon, allowing customers to digitally try on make-up; Timberland\u2019s Virtual Fitting Room (um, goes back to 2014); and Toyota\u2019s vehicle demo, overlaying images of the inner workings of the Hybrid drivetrain onto physical vehicles.\n5G is also going to be a significant factor in the deployment and adoption of AR. It will allow brands new ways to cut through in increasingly short customer journeys stimulated by ads and social experiences that are shoppable. And with 5G set to reach half of all mobile users globally by 2025, VR and AR won\u2019t just be for big brands and the future \u2013 they\u2019re for all and they\u2019re now. Shopify has already launched its own AR toolkit for small commerce businesses, and reports that interactions with products having AR content showed a 94% higher conversion rate.\nWith faster networks and download speeds, more seamless, lower-latency VR and AR experiences will be accessible anywhere, at any time. There is nothing to stop AR and VR from becoming the new normal in shoppable media. According to a Nielsen global survey, consumers listed AR and VR as the top technologies they\u2019re seeking to assist them in their daily lives, with 51% saying they would be willing to use AR technology to assess products.\nOverall, 2022 should be a stimulating and challenging year for marketers. Even if, as we continue to hope, the world returns to a pre-2020 degree of normalcy and care-free life, many of the shifts that have occurred will remain, with ongoing challenges and opportunities for marketers.\n* William Bruce Cameron","landing_redirection":""},{"id":4645,"title":"What\u2019s a Brand to do in 2022 Part 2 - with Oxford\u2019s Giles Martin; SNL Alums Reunite; Podcasts Bigger Than You Thought; Audio Time Machine Discovered","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whats-a-brand-to-do-in-2022-part-2-with-oxfords-giles-martin-snl-alums-reunite-podcasts-bigger-than-you-thought-audio-time-machine-discovered\/","date":"December 8, 2021","description":"Last week Oxford Road\u2019s EVP, Strategy & Insights,\u00a0Giles Martin\u00a0shared 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.\nIt Is The Worst Of Times,\nIt Is The Best of Times (Part 2)\n4. The Collapse of the Funnel\n2022 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.\nPerhaps 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…\nRead the full piece\u00a0HERE.\n\nThe Classifieds\nThe Other Wild and Crazy Guys\n\nLive, from Los Angeles, it\u2019s 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\u2019s 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, \u201cWell, isn\u2019t that special,\u201d before you seek details below.\nGet The Deal\nNo Angels Earning Wings Here\n\nHave 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\u2019s 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\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Interest Bigger Than You Thought\nBrittany 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, \u201cPodcast 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 \u2013 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\u00a0Shaq. If you haven\u2019t yet locked in your 2022 Podcast strategy, you\u2019re already behind.\nRead More\nRoadmap to 2022 Social Media\u00a0\nSo you\u2019ve heard from Oxford Road\u2019s 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.\nRead More\n(Great) Grandpa, What Did 1921 Sound Like?\n\u201cThe parties were bigger. The pace was faster, the shows were broader, the buildings were higher, the morals were looser, the liquor was cheaper.\u201d – F. Scott Fitzgerald\nEver wonder what 1921 sounded like? You can know, thanks to the \u201cCenturies of Sound\u201d project which is essentially a mixtape for every year of recorded sound. We found this audio gem via James Cridland’s audio newsletter,\u00a0Podnews, 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\u2019re busy).\nRead More\n\nThis Week in Great Podcast Reads\nA Cycling Ad Read with a Competitive Edge\nWith so many self-proclaimed experts out these days, we\u2019ll never be hard up for information on any subject or hobby. \u00a0While it can all be very daunting to sift through, a true connoisseur, like Craig Dalton on his podcast\u00a0The Gravel Ride, is not hard to spot. As the name suggests, The Gravel Ride focuses on the many aspects of modern gravel cycling. It\u2019ll get you up to speed on the sport if you’re new to it, especially with ad reads like this one for\u00a0Competitive Cyclist, an online specialty retailer of all-things biking, with a testimonial that\u2019s integrated into the show so naturally, you\u2019d think it was just another segment. You can\u2019t get next-level substantiation like this just anywhere.\nListen Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1510,"title":"It Is The Worst Of Times, It Is The Best of Times (Part 1 of 2)","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/e9b6a76d-cddc-4c03-a7c4-d17ea00fa19d_MRTThoughtPiece12.1.21.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/it-is-the-worst-of-times-it-is-the-best-of-times-part\/","date":"December 1, 2021","description":"It\u2019s been another crazy year at Oxford Road\u2019s headquarters in Sherman Oaks \u2013 or should we say the US? Or, heck, civilization? If the ancient Chinese curse \u201cMay you live in interesting times\u201d is a real thing, well this is perhaps about as \u2018interesting\u2019 as it gets. Reality continues to be, let\u2019s say, challenging in many ways, with what we like to call \u201cthe largest social and human experiment in history\u201d still going on after 18 months, so it\u2019s 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 \u2013 and hang out in another one instead. Might not be a bad bet!\nThere are a lot of things going on for marketers to keep track of, as ever, and today we\u2019re 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.\n1.) \u00a0 Environment Is FINALLY At The Forefront\nLet\u2019s start with perhaps the only issue bigger than the pandemic: the Earth\u2019s rising temperature. Even if Glasgow didn\u2019t get quite as far as everyone would have liked, it was unprecedented progress indicating that the nations\u2019 leaders are (horribly belatedly) starting to take this issue seriously. That has sharpened the focus on hitting environmental goals across all countries, which inevitably trickles down to business leaders, and then finally to marketers. Most importantly, investors are increasingly sold on one idea: profit-only investing is starting to look increasingly unattractive, and customers are starting to demand more action.\nMarketers need to pay attention and give this appropriate focus. Much of marketers\u2019 ability to contribute lies outside traditional advertising and media (think design, manufacturing, innovation, packaging, etc.) But that said, there are many things we can do. Even sending an email costs a gram of carbon \u2013 not a big deal, of course, until you multiply that by the 60 billion spam emails sent per year in the U.S., meaning that American spam alone emits 60,000 tons of CO2. Further, the carbon footprint of internet use is about the same as the airline industry. So please look more deeply at your digital efforts, trim, tighten, and improve where you can, and then celebrate these gains with your customers. They will increasingly appreciate and love you for it. Try to follow in the footsteps of Apple, Facebook, Microsoft, Salesforce, Etsy, Google, and many more, who have committed to 100% renewable energy, with Microsoft notably committing to being carbon negative by 2030.\nOf course, much can be done creatively, too. For example, simply reframing product features can go very far in cutting through to where it counts. \u2018Buy Better, Wear Longer\u2019 from denim brand Levi\u2019s, encouraged people to invest in, then maintain, quality clothing for longer. Applying behavioral economics, dishwasher detergent Finish urged people to save water by not pre-rinsing dishes \u2013 a \u2018green nudge\u2019 helping consumers overcome widespread confusion about what eco-friendly actions to take.\nThe truth is, it\u2019s going to be a long, hard road, with big commitments taking real focus, time, and commitment to work through. But the times they are a \u2018changing, and brands are gearing up and seemingly finally ready to do what needs to be done. There\u2019s a huge opportunity to resonate with customers and prospects here. Don\u2019t miss it.\n2. Re-Calibrating Our Lives Post-Lockdown\nHaving accepted confinement, consumers have become more connected to their homes, investing more in home design and improvements, and cooking more at home. Paradoxically, these are driving the desire to spend more time there, with hybrid working making it more possible than ever (but \u2013 marketer bias alert \u2013 only for the higher income minority). It\u2019s not just the individual home, though: a third of consumers who returned to work are spending more in their local area than they were before lockdown. This represents a meaningful opportunity for brands to engage in ways that leverage the power of local connections. People are also making fewer shopping trips but spending more per trip. Given this, clients might want to be thinking more deeply about product, positioning, price, and price anchoring. Prospects may have a larger disposable wad in their pocket when they\u2019re shopping. Still, consumers are wary of economic uncertainty and many are spending cautiously where discretion is possible.\nInterestingly, and perhaps unsurprisingly given people\u2019s pandemic-related loss and the isolation they\u2019ve endured, over 50% of people are re-thinking their personal purpose. As per the above,\u00a0 local and regional issues are expected to gain in importance for customers, underscoring the opportunity here for marketers. Doing the right thing for the community matters more now than ever before; research from GWI found a brand\u2019s support for people during the pandemic ranked higher than affordable price and product quality among consumers. Support of social (and of course environmental) causes are going to be increasingly important. If your brand is not (being seen to be) doing the right thing \u2013 time to step it up. People want and demand more purpose, more integrity, more mutuality.\nMuch of the other pandemic-related response you likely already know about: an increased focus on Health & Wellness, with noted growth specifically in hybrid (digital\/real) healthcare, digital use, and adoption acceleration, increased eCommerce, a greater diversity of online comfort and capability among different demographic groups (particularly older audiences.) Mastercard estimates that from 1 in 7 dollars being spent online in 2019, we moved to 1 in 5 in 2020. Bottom line: the lockdowns have caused significant shifts in mindsets and behavior, many of which won\u2019t go away. We need to be consistently on top of these trends and adjust our strategies accordingly.\n3.\u00a0 Attribution Grows Up\nQuantifying and itemizing the impact of marketing investment has always been a notoriously tricky business. That\u2019s why people didn\u2019t do it \u2013 outside of direct marketing \u2013 until the \u201880s! Instead, they focused on making commercials that would sell. If they did a good job, people knew<\/a>; if not, well, it was part of the fog of doing business that the money was spent and it was\u2026 probably helping. (50+ years of single-source research now confirm this is in fact the case).\nThe problem with the clickable \u2018banner ad\u2019 was that it created things (clicks) you could easily measure. But as we are slowly, or some quickly, learning: \u201cNot everything that can be counted counts. Not everything that actually matters can be counted.\u201d\u00a0 Running at high speed round the office relaying the number of clicks (or later, \u2018Facebook likes\u2019) without pausing to ask how many dollars these things were worth has been in vogue among marketing & agency managers for 15-25 years. Now, we might be beginning to see a shift to a more mature view of evaluating marketing effectiveness.\nPart of this shift is due, of course, to the shifting data landscape. With Chrome third-party cookies set to be retired by 2023 (um, if they don\u2019t delay by another couple of years) user-level data will be significantly reduced. Couple that with Apple\u2019s opt-in rather than opt-out app tracking, and the future for digital tracking as we\u2019ve known it looks bleak. Nielsen\u2019s embarrassing loss of MRC accreditation further points to a future with a more balanced fusion of traditional and digital approaches to data collection, collation, and use. Heck, even Google and Facebook are encouraging marketers to use modeling more and rely on traditional digital metrics less!\nThe other part is about moving with increasing conviction away from silo-based measurement, particularly with a growing body of data highlighting how exposure to multiple channels can lead to significantly better results. More advanced models can also better reflect the growing understanding of how marketing works to influence sales both in the present and in the future. HBR, Sir Martin Sorrell, and Binet & Field are just a few of the distinguished names advocating for the importance of a more balanced approach to marketing to drive better returns for its stakeholders.\nMTA has been a key solution, particularly for digital marketers, to avoid a siloed approach, but we have seen mixed results with it, at best, and \u2013 as with so many technologies \u2013 the early promise seems to have subsided into a more modest semi-optimism about what it\u2019s providing. Third-Party cookie deprecation will only further undermine the tech.\nUsing brand lift studies is still the most common measurement approach by marketers, with 46% expecting to use them in 2022, but interestingly MMMs are now in second place at 42%, according to research by the World Advertising Research Center. Using omnichannel approaches like this empowers marketers to better capture cross-channel effects and more fully understand channels\u2019 total contributions.\nIt’s also interesting to note, finally, marketers\u2019 increasing focus on penetration as a key metric, reflecting the increasing infiltration of Sharp\u2019s essential observations into the mindset of the modern marketer. ROI, unfortunately, remains a top goal for 50% of marketers, reflecting an ongoing lack of understanding of how marketing goals drive results, and how its impact can be maximized.","landing_redirection":""},{"id":4661,"title":"Gobble Up The Best of Media Roundtable Season 4; A Great Recipe for Life Hacks; Spotify Goes in For Seconds; The Perfect Nightcap? Prisoner Wine","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-8.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/gobble-up-the-best-of-media-roundtable-season-4-a-great-recipe-for-life-hacks-spotify-goes-in-for-seconds-the-perfect-nightcap-prisoner-wine\/","date":"November 24, 2021","description":"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:\n9\/8 Rudy Giuliani– Host of Rudy Giuliani’s Common Sense – Self Produced\n9\/15 Lindsay Graham– Host of American History Tellers – Wondery\n9\/22 Amy Westervelt– Host of Drilled – Critical Frequency\n9\/29 Patrick McGinnis– Host of FOMO Sapiens – Self Produced\n10\/13 Nick Leighton and Leah Bonnema– Host\u2019s of Were You Raised By Wolves? – Self Produced\n10\/20 Megyn Kelly– Host of The Megyn Kelly Show – SiriusXM\n10\/27 Dave Mays– Host of The Dave Mays Show – Breakbeat Media\n11\/3 Bridget Phetasy– Host of Walk-Ins Welcome – PodcastOne\n11\/10 Julio Ricardo Varela– Founder of Latino Rebels – Self Produced\n11\/17 Metta Sandiford-Artest– Host of Mettaphorically Speaking – PodcastOne\nIn 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.\nI’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.\nThank you and as always, Influence Responsibly.\n-Dan\nListen to the Episode\n\nThe Classifieds\nGrove Founder Helps Clean Up Your Messy Life\n\nEver hear the mantra rise and grind and just want to rest and refrain? Then you must need a good life hack. Grove\u00a0(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\u2019s 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\u2019re interested in any of the aforementioned genres, take our performance hack and test today.\nGet The Deal\nTrue Crime Network\u2019s New Home No Longer a Mystery\n\nFor those of us who have not blocked out the memory of their years in junior high, it\u2019s probably not listed among your favorite periods of time. Lemonada\u2019s 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\u2019re interested in getting nostalgic see details below.\nGet The Deal\n\nIn Case You Missed It\nPersonalization Is The Main Course\nIn 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\u2019re big advocates of McKinsey\u2019s work and their findings are interesting, to say the least. But this does raise the question, when everyone you don\u2019t really know starts calling you by your name does the value of someone using your name lose meaning?\nRead More\nNot Exactly Home For The Holidays\nCOVID has changed the work-life balance forever and now we\u2019re 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?\nRead More\nThe Meta Mashed Potato Casserole\nAnother 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\u2014and make it better. Hanke views the metaverse as augmentation and in his view, it\u2019s a world of ubiquitous computing where computing becomes smaller and less obvious and more embedded in your person or in the environment. If Hanke\u2019s vision of the future holds true, it will make visual search VERY big in the coming years. You heard it here!\nRead More\nSpotify Wants The Head Seat at the Audio Table\u00a0\nSpotify 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\u2019ll be 3 [billion] to 4 billion smartphone-enabled phones – why shouldn\u2019t 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nA Sandwich, Some Lovin\u2019 and Prison Wine\nOne 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\u00a0A Sandwich and Some Lovin\u2019s\u00a0recent ad read for\u00a0The 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\u2019s 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\u2019ll be sure to have you updating your holiday gift list.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1508,"title":"Media Roundtable Season 4 Highlights","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/be2a89f6-a630-45d6-b38b-9496552e516a_ScreenShot2021-11-29at11.28.49AM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-this-season-of-gratitude-jennifer-laine-head-of\/","date":"November 24, 2021","description":"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:\u00a0\n9\/8 Rudy Giuliani– Host of Rudy Giuliani’s Common Sense – Self Produced\n9\/15 Lindsay Graham– Host of American History Tellers – Wondery\n9\/22 Amy Westervelt– Host of Drilled – Critical Frequency\n9\/29 Patrick McGinnis– Host of FOMO Sapiens – Self Produced\n10\/13 Nick Leighton and Leah Bonnema– Host\u2019s of Were You Raised By Wolves? – Self Produced\n10\/20 Megyn Kelly– Host of The Megyn Kelly Show – SiriusXM\n10\/27 Dave Mays– Host of The Dave Mays Show – Breakbeat Media\n11\/3 Bridget Phetasy– Host of Walk-Ins Welcome – PodcastOne\n11\/10 Julio Ricardo Varela– Founder of Latino Rebels – Self Produced\n11\/17 Metta Sandiford-Artest– Host of Mettaphorically Speaking – PodcastOne\nIn 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.\u00a0\nI’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.\u00a0\nThank you and as always, Influence Responsibly.\n-Dan\nListen to the Episode","landing_redirection":""},{"id":1546,"title":"Oxford Road's Guide to Brand Safety","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b8385f37-85e2-447d-8bb4-8f963860607d_clay-banks-CzW0SOWAq60-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/brands-can-get-into-trouble-quickly-when-a-host-of\/","date":"November 23, 2021","description":"By Dan Granger\nOne of your first jobs as a marketer is to follow the marketer\u2019s version of the Hippocratic oath–to do no harm to your brand. But your other job is to grow, and these directives can easily come into conflict. Advertising on politically-oriented shows or leveraging hosts with strong followings can be a way to capture attention in a crowded space. But that also exposes your brand to the controversies that the hosts and their guests can create.\nYou don\u2019t have to look far back to have an example of how these controversies go for advertisers. Here\u2019s what you\u2019re likely to expect.\nFirst, the host or guest says something controversial that a specific group wants to call out.\nNext, you would receive an email\u2014from a seemingly credible media outlet, blog, or group\u2014seeking comment about your intention to continue your existing relationship with the program. Oftentimes, there\u2019s a deadline for you to make a comment before your brand name is released on a list. That list will be used by a constituency who will contact you and others at your company\u2014accusing you of supporting the beliefs of the offending party.\nUsually, the host\u2019s words are taken somewhat out of context, but it doesn\u2019t 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\u2014or 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.\nInstead of following your emotions\u2026\nHere\u2019s what you need to do:\n\nAddress 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.\nSay Nothing Publicly – No matter how tempting it might be, don\u2019t 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.\nImmediately “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.\nGather 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\u2019s 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.\nLay Out All Your Options – It\u2019s easy to forget that you have many options beyond stay or go. Once you\u2019ve taken in all of the information, decide if the perceived offense deserves action. If so, your options include:\nWithdraw Sponsorship until Further Notice: There is no rule that says you must close the door permanently. You can, however, decide that you don\u2019t see an immediate path to the reinstatement of your campaign and take appropriate action. Again, quietly is best.\nTerminate the Relationship Permanently: If you have weighed the offense and believe that your company mission calls you to take a side and have weighed the costs associated with permanent separation, notify the necessary stakeholders. Avoid emotional responses and stay matter of fact, leaning on the incongruity of your values with a continued relationship with the individual in question. This is the most extreme action and should only be considered in the most extreme circumstances.\nReturn Immediately: If you believe the controversy was taken out of context or that the personality did nothing out of step with your company values, you can go back right away. Again, no public statement about this will benefit you.\nWait it Out: If you don\u2019t believe the offense was worthy of any action one way or another, let the news cycle pass\u2014anywhere from 24 hours to one week\u2014then continue as planned per your \u201cPause.\u201d\nOffer a Probationary Relationship: You have the right to not take any further action beyond your temporary withdrawal. However, if you do believe that the offense was a violation of your values or unnecessarily harmful but that they can be let off with a warning, then tell them so. Talk to the personality directly or at least alert the executive team that represents them that future instances of this nature may result in permanent separation. You can even request they consider some measure of goodwill or action to demonstrate a willingness to consider the feelings of those they have hurt, even if they disagree on a core issue. Typically these hurt feelings are the result of the way something was communicated, not necessarily the position held by either party.\nPick up the Bat Phone: What if you may have trouble getting out of a contract? What if your stakeholders are divided on what to do? What if the offending channel drives a high volume of sales and there is ambiguity around the nature of the offense. When the stakes are high and you need a professional to see you through, contact the Cambridge Negotiation Institute.\n\n6. 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\u2014yet 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\u2019t 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.\nAdditionally, last year we began working with a company called Barometer to build a tool in order to proactively get ahead of this type of scenario. Powered by AI, Barometer is able to apply a Brand Safety & Suitability score by rating each episode and show using the GARM framework in order to determine the risk level of content. By looking through a host or shows track record you, as a brand marketer, are able to determine if the content they put out is consistent with your brand values and if it’s something you can feel confident sponsoring based on their track record.\nAs a brand marketer you don’t have hundred of hours in the day to listen to new shows you’re looking to test or to track episodes released by the hosts you’re currently choosing to sponsor. Barometer does this for you, all you have to do is sign up for an account and assign risk levels (no, low, medium, high) you are comfortable with across the 12 Risk adjacent elements GARM warns against. In a matter of second you have full transparency into the content of the show, can see potential issues flagged, and are able to make a data-backed decision as to whether or not you feel confident investing your brand dollars in a show.\nOne 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\u2019ve 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\u2014proactively work on the relationship with the offending talent. 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.\u00a0\nWe 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\u2014if you would only take a different approach.\nGo forth and spend your influence wisely.\nContact Us\n—\nFor more information on Barometer, please visit thebarometer.co\nFor additional resources on this topic, please see The Influencer\u2019s previous articles addressing different aspects of this topic, including, A HOUSE DIVIDED WILL NOT BRAND and DON\u2019T BECOME A VICTIM OF THE \u201cOTHER\u201d TRADE WAR.\u00a0\nOur 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.","landing_redirection":""},{"id":4667,"title":"Marketing World Peace with Metta; Revisiting \u201cThe Awkward Years\u201d; Debunking Holiday Ad Myths; A.I. Weathermen Hit The Airwaves","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/marketing-world-peace-with-metta-revisiting-the-awkward-years-debunking-holiday-ad-myths-a-i-weathermen-hit-the-airwaves\/","date":"November 17, 2021","description":"\u201cLife is not about paper.\u201d – Metta Sandiford-Artest\nMetta Sandiford-Artest, aka Metta World Peace, aka Ron Artest, is ahead of every curve. He was canceled before you could get canceled. He\u2019s been a passionate advocate for mental health for over a decade. And it sure seems like Facebook\u2019s rebrand is following in his footsteps.\nHow did he do it? Maybe it\u2019s because Metta embraces transformation. He\u2019s a podcaster with a new show Mettaphorically Speaking, has multiple business ventures including Artest Management Group, he\u2019s an author, and a grandfather. In other words, he\u2019s 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.\nFor marketers shepherding their brands, or recovering from controversy, Metta is living proof that you can change the way people see you. But, it won\u2019t just come through a quick rebrand. It\u2019s 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.\nClick 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.\nListen to the Interview\nNot up to date on the latest Media Roundtable episodes? Check out the back catalog\u00a0HERE.\n\nThe Classifieds\nFull-Size Comedians Bested by Little Wooden Men\n\nThere\u2019s 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, \u00a0bests them in her chosen sport. Both teams banter with the best absurd comments, astute observations, and withering retorts. Insultingly insightful it may be,, there\u2019s 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.\nGet The Deal\nBack to Basics by Being Back in Braces\n\nFor those of us who have not blocked out the memory of their years in junior high, it\u2019s probably not listed among your favorite periods of time. Lemonada\u2019s 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\u2019re interested in getting nostalgic see details below.\nGet The Deal\n\nIn Case You Missed It\nHoliday Advertising Myths Busted\nLike 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.\u00a0Myth #1:\u00a0A holiday-themed photoshoot is a must.\u00a0Myth #2:\u00a0Discounts are the only way to convert.\u00a0Myth #3:\u00a0If 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.\nRead More\nThis Weather Report Brought To You By AI\nThose who are still tuning into the radio for the day\u2019s weather may not be hearing what they think. Radio syndicator,\u00a0Key Networks\u00a0partnered with Summit Tech, to develop A.I.-generated weather reports for the stations they serve. The company says \u201cthe result is seamless, accurate and as personable as a real meteorologist.\u201d This is just the beginning! We\u2019ve been talking about AI and how it\u2019s creeping into every facet of our lives. Now it\u2019s weather reports, soon we may be tuning in to listening to The\u00a0Max Headroom Show.\nRead More\nSNL Turns Their Sites On You\nThe new season of SNL is shaping up to be better than we\u2019ve come to expect over the past few years, and last week\u2019s episode may have been the best of the season. While the music world is abuzz over Taylor Swift\u2019s 10 min revisiting of her song\u00a0All Too Well, the ad world is talking about the \u201cAudacity in Advertising Awards\u201d skit. Hosted by \u201cJake from State Farm\u201d and \u201cProgressive\u2019s Flo\u201d, 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.\nRead More\n\nThis Week in Great Podcast Reads\nWhat Gamers Need Most\nWhen a host can take the same passion they express toward the subject of their podcast and apply it to a brand they love, it\u2019s a recipe for great ad reads. It\u2019s no wonder why then that\u00a0What\u2019s Good Games\u00a0host Andrea Rene recently delivered a killer read for\u00a0Postmates, the widely used food service app, with a whole lot of flavor. You\u2019re guaranteed to forget it\u2019s an ad when you simply hear Andrea\u2019s 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.\nListen Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1582,"title":"The Path to World Peace through Metta Brand Safety","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/359040f7-bc28-4664-a5d4-106e4d1c09c3_ScreenShot2021-11-18at12.09.58PM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-path-to-world-peace-through-metta-brand-safety\/","date":"November 17, 2021","description":"\u201cLife is not about paper.\u201d – Metta Sandiford-Artest\n\nMetta Sandiford-Artest, aka Metta World Peace, aka Ron Artest, is ahead of every curve. He was canceled before you could get canceled. He\u2019s been a passionate advocate for mental health for over a decade. And it sure seems like Facebook\u2019s rebrand is following in his footsteps.\n\nHow did he do it? Maybe it\u2019s because Metta embraces transformation. He\u2019s a podcaster with a new show Mettaphorically Speaking, has multiple business ventures including Artest Management Group, he\u2019s an author, and a grandfather. In other words, he\u2019s 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.\n\nFor marketers shepherding their brands, or recovering from controversy, Metta is living proof that you can change the way people see you. But, it won\u2019t just come through a quick rebrand. It\u2019s 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.\n\nClick 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.\nListen to the Interview","landing_redirection":""},{"id":4670,"title":"Breaking the Cultural Barrier with Julio Ricardo Varela","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/breaking-the-cultural-barrier-with-julio-ricardo-varela-2\/","date":"November 11, 2021","description":"\u201cIf you\u2019re not advertising in the Latino space now… in twenty years you\u2019re just not going to be relevant.\u201d – Julio Ricardo Valera\nGrowing up bilingual and bicultural in Puerto Rico and the Bronx, Julio Ricardo Valera didn\u2019t see media that was made for him by people who looked like him.\nEstablishment media (and big advertisers) have long misunderstood that the Latino community is far from a monolith, and younger Latinos, like Valera, simply aren\u2019t served by Univision alone. A Gen-X Harvard graduate, Valera\u2019s desire for English-language Latino-focused media that catered to the younger generation of Latinos led him to create Latino Rebels in 2011.\nFrom 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\u2019s starting to get the recognition it deserves. Valera co-hosts the hit podcast In the Thick (Who Oprah says is \u201cThe Best Spanish and Latino Podcasts for Learning\u2014and Laughing\u201d), hosts Latino Rebels Radio, he\u2019s the Editorial Director for Futuro Media, and enjoys millions of downloads annually across all of his shows.\nValera\u2019s ability to connect authentically with a bilingual, bicultural Latino audience is invaluable to advertisers. Instead of marketers lamenting that they can\u2019t just translate their English ad into Spanish and call it a day, in Valera\u2019s words, \u201cYou\u2019ve got to look at the segmentation as a true opportunity.\u201d\nBecause 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 \u201cour demographic is exactly the kind of Latino demographic that you want to be looking for.\u201d And it\u2019s paying off. His shows have attracted big brands such as Progressive, Miller Light, Don Julio, and Oxford Road\u2019s own Indeed.\nValera\u2019s mission to authentically serve his community and spread joy is infectious. Click below to hear more from this true visionary.\nListen to the Interview\n\nThe Classifieds\nFashionable Instagrammers Zip Over to Audio and Button Up a Deal\n\nThe minds behind the viral Instagram account\u00a0Every 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.\nGet The Deal\nBeauty Podcasters Go More Than Skin Deep with New Show\n\nHave 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.\nGet The Deal\n\nIn Case You Missed It\nHey Alexa! Make My Ads More Interactive\nAccording 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\u2019s context and its connection to Amazon\u2019s store. Oxford Road is all over this one and when details emerge, you\u2019ll be the first to know.\nRead More\nJoe Rogan and iHeart Lead Podcast\nMedia Monitors released their monthly podcast survey and as we\u2019ve 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\u00a0remains 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\u2019re looking to take over Podcast, you need to reach out to iHeart and Spotify, we\u2019ve got their contact info if you need it.\nRead More\nClubhouse Reruns\nClubhouse 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\u2019s here, and seems a lot like everything else. The appeal of Clubhouse was exclusivity and immediacy, now it\u2019s nothing more than an episode of What Happens Live. BTW, we love Andy Cohen and if you\u2019re looking at SiriusXM as a marketing channel, you must seek Andy out as an influencer for your campaign. But for Clubhouse, it\u2019s now cheugy.\nRead More\n\nThis Week in Great Podcast Reads\nThere…They Said It \u2013 And They Did a Great Job\nGreat personalization can be as essential a part of an ad read like the copy itself. As we learn from a recent read on\u00a0There\u2026.I Said It!, some podcasts just know how to do it right. These radio vets preach the powers of\u00a0Nutrafol, a holistic hair growth supplement, that\u2019s 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\u2026I Said It! offer their unfiltered opinion on just about everything, so when they mention it you know you\u2019re getting the real scoop.\nListen Here\n\nOXFORd In The News\nAd Wars Episode 4 – A New Hope\nWho do you reach out to when you need an answer to a burning question? If you\u2019re\u00a0Bryan Barletta\u00a0from\u00a0Sounds Profitable, you reach out to Oxford Road\u2019s Creative Director, Stew Redwine. And this time, the question is \u201cshould you mention the competition in your advertising\u201d. 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1575,"title":"Breaking the Cultural Barrier with Julio Ricardo Varela","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/78b7a137-ebea-4085-ae57-8c9f5ee01d8f_ScreenShot2021-11-11at9.18.39AM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/breaking-the-cultural-barrier-with-julio-ricardo-varela\/","date":"November 10, 2021","description":"\u201cIf you\u2019re not advertising in the Latino space now… in twenty years you\u2019re just not going to be relevant.\u201d – Julio Ricardo Valera\n\nGrowing up bilingual and bicultural in Puerto Rico and the Bronx, Julio Ricardo Valera didn\u2019t see media that was made for him by people who looked like him.\n\nEstablishment media (and big advertisers) have long misunderstood that the Latino community is far from a monolith, and younger Latinos, like Valera, simply aren\u2019t served by Univision alone. A Gen-X Harvard graduate, Valera\u2019s desire for English-language Latino-focused media that catered to the younger generation of Latinos led him to create Latino Rebels in 2011.\n\nFrom 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\u2019s starting to get the recognition it deserves. Valera co-hosts the hit podcast In the Thick (Who Oprah says is \u201cThe Best Spanish and Latino Podcasts for Learning\u2014and Laughing\u201d), hosts Latino Rebels Radio, he\u2019s the Editorial Director for Futuro Media, and enjoys millions of downloads annually across all of his shows.\n\nValera\u2019s ability to connect authentically with a bilingual, bicultural Latino audience is invaluable to advertisers. Instead of marketers lamenting that they can\u2019t just translate their English ad into Spanish and call it a day, in Valera\u2019s words, \u201cYou\u2019ve got to look at the segmentation as a true opportunity.\u201d\n\nBecause 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 \u201cour demographic is exactly the kind of Latino demographic that you want to be looking for.\u201d And it\u2019s paying off. His shows have attracted big brands such as Progressive, Miller Light, Don Julio, and Oxford Road\u2019s own Indeed.\n\nValera\u2019s mission to authentically serve his community and spread joy is infectious. Click below to hear more from this true visionary.\u00a0\nListen to the Interview","landing_redirection":""},{"id":4673,"title":"Raw, Irreverent, Centrist: Bridget Phetasy from \u201cWalk-ins Welcome\u201d Offers Third Option.; LPOTL Comes Home; Mark Zuckerberg - King of the Metaverse","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-17.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/left-right-and-phetasy-walk-ins-welcome-host-shows-gives-us-an-entertaining-third-option\/","date":"November 3, 2021","description":"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 \u201cwhen reality becomes parody\u201d and vice versa back in 2006 for her disruptive greeting card company.\nPhetasy then adopted the \u201cPhetasy\u201d as Stage-Surname, anchoring her comedic, line-blurring point of view for everything she produces.\nSelf-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\u2019t fit neatly into left and right.\nAs you think about your marketing in a way that\u2019s authentic for your brand, one takeaway from Phetasy is to build in the ability to recover from mistakes. Authenticity like Phetasy\u2019s doesn\u2019t demand perfection, it just asks that you seek to act in a manner becoming of what\u2019s 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.\nMeet Bridget Phetasy and see if her content is right for your brand in this week\u2019s edition of The Media Roundtable.\nListen to the Interview\n\nThe Classifieds\nTrue Crime Trio Makes Their Grand Return\n\n\nThe 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.\n\nGet The Deal\nIndependent Podcaster Goes Corporate\n\nFinance 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.\nGet The Deal\n\nIn Case You Missed It\nMeta Player One\nMark Zuckerberg\u00a0attempted to present himself as human last week while unveiling his plans to conquer \u201cthe metaverse\u201d. In what seemed to be a chapter from a dystopian novel from grade school,\u00a0Zuck\u00a0declared 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\u2019s run of controversy,\u00a0Zuck\u00a0says it\u2019s 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\u2019s coming off cringe.\nRead More\nThe FTC Weighs in on False Podcast Claims\n\u201cI use it and you should too\u201d is one of the most powerful phrases in advertising because, as any reader of The Influencer knows,\u00a0personal endorsements work!\u00a0Now, the government is making sure those claims are actually true. As reported by PodNews and others, the FTC sent\u00a0this letter\u00a0to podcast advertisers warning them that if an endorser says that they\u2019re using your product or service but are not, they will be fined. It\u2019s unclear if the fines will also be given to hosts themselves, but it\u2019s safe to say that when engaging with a podcast host, you better darn-well make sure they\u2019ve actually tried your product. Oxford Road advertisers need not be concerned, we\u2019ve been ensuring your endorsers are as authentic as\u00a0Mark Zuckerberg talking about Sweet Baby Rays\u00a0since before we officially started.\nRead More\n2022 Media Planning – Are You A Diaper or Coke?\nIf you\u2019re just starting to think about your 2022 media planning, you\u2019re behind schedule. But if you\u2019re like the many companies currently laying out your strategy for the new year, consider the question MediaPost recently asked, \u201care you a diaper or Coke\u201d. 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\u2019s talk.\nRead More\n\nThis Week in Great Podcast Reads\nJoin the Gang\nAs we all know, running a small business isn\u2019t for the faint of heart. However, as one of\u00a0LadyGang\u2019s hosts teaches us in a recent ad read,\u00a0Shopify\u2019s\u00a0new sales notification will remind you \u201cit isn\u2019t the hell of my own making. It\u2019s actually AMAZING.\u201d Praising the eCommerce platform\u2019s 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\u2019s no wonder.\nListen Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1549,"title":"Left, Right, and Phetasy: Walk-ins Welcome Host Shows Gives Us an Entertaining Third Option","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/2ffd8ca4-e575-4c88-87d3-8e4737004ee1_ScreenShot2021-11-08at12.33.32PM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/if-media-were-politics-walk-ins-welcome-would-be-a\/","date":"November 3, 2021","description":"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 \u201cwhen reality becomes parody\u201d and vice versa back in 2006 for her disruptive greeting card company.\n\nPhetasy then adopted the \u201cPhetasy\u201d as Stage-Surname, anchoring her comedic, line-blurring point of view for everything she produces.\n\nSelf-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\u2019t fit neatly into left and right.\n\nAs you think about your marketing in a way that\u2019s authentic for your brand, one takeaway from Phetasy is to build in the ability to recover from mistakes. Authenticity like Phetasy\u2019s doesn\u2019t demand perfection, it just asks that you seek to act in a manner becoming of what\u2019s 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.\u00a0\n\nMeet Bridget Phetasy and see if her content is right for your brand in this week\u2019s edition of The Media Roundtable.\nListen to the Interview","landing_redirection":""},{"id":4678,"title":"The Source Magazine Founder, Dave Mays Brings Bag of Tricks to Media Roundtable, Sharp Foretells the Death of Brands; Slashing The Pink Tax","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-1-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-source-magazine-founder-dave-mays-brings-bag-of-tricks-to-media-roundtable-sharp-foretells-the-death-of-brands-slashing-the-pink-tax\/","date":"October 27, 2021","description":"A marketers\u2019 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.\nThis is where this week\u2019s guest Dave Mays\u2019 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\u2019s answer to Rolling Stone.\nWith 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\u2019 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.\nWhether it was The Source\u2019s 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 \u201890s, or his new podcast network, serving the community he loves has guided Mays\u2019 decision-making from day one.\nFor anyone who\u2019s 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.\nListen to the Interview\n\nThe Classifieds\nNew Network Brings Halloween Vibes All Year Round Summary\n\nYes, it\u2019s Halloween, but Podcast\u2019s 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\u2019s amongst the top-performing genres here at Oxford Road.\u00a0The Evergreen\u00a0company 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:\u00a0Killer 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.\nGet The Deal\nScary Stories For Creepy Kids Summary\n\nContinuing with the spirit of the season, or spirits, this new title caught our eye.\u00a0Scary Stories for Creepy Kids\u00a0is 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\u2019t 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\u2019 heads, the parents pay attention and take action. If you\u2019re seeking spooky new ingredients for your marketing formula, come sample this potion.\nGet The Deal\n\nIn Case You Missed It\nChilling Stats On Global Podcast Listening\nBecause of the success they\u2019ve seen in the channel here in the U.S., many advertisers are seeking to expand their Podcast presence globally. \u00a0 Released last week, eMarketer\u2019s new report highlights the rapid growth of listenership in the platform across 18 markets around the world and shares what\u2019s to come.\nKey Stats:\n\nPodcasts are most popular in English-speaking and English-proficient countries.\nNorth America and Asia-Pacific have the most podcast listeners but wildly vary in adoption among their populations.\nSeveral emerging markets are growing their podcast listener base rapidly, particularly in Latin America.\n\nThis one\u2019s actually behind a paywall, but if you\u2019d like to know more, we\u2019d be happy to share.\u00a0Email us\u00a0to learn more.\nRead More\nBrands Need to Stop Freaking Themselves Out\nBranding, not blanding. Warning of a \u2018cultural cringe\u2019 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\u2019s 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.\nRead More\nAudio Casts its Spell Over a Generation\nIf 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 \u201cGeneration Audio\u201d, 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.\nRead More\n\nThis Week in Great Podcast Reads\nGreat Ad for This New Slashing Device\nDeclaring war against Rite Aid, Duane Reed, and every other store that sells overpriced razors to women, the hosts of\u00a0The Hot Mess Comedy Hour\u00a0are fighting the \u201cPink Tax\u201d on their recent ad read for female-focused razor company,\u00a0Billie. The ad, which ran for over three minutes highlighted all of the client\u2019s copy points in a way that only comedian hosts, Andrea Allan and Emily Lubin can do\u2013with 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.\nListen Here\n\nOXFORd In The News\nGiles Martin Delivers Basket of Brain Candy in State of Voice Report\nCurious 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\u00a0Ltd., as well as quotes from execs at\u00a0Pandora, Mindshare, GroupM, and others. Key takeaway? Brands can stop talking at their customers and start listening to them.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1577,"title":"Building A Community From Scratch: Hip-Hop Revolutionary Dave Mays Joins The Media Roundtable to Announce Launch of Breakbeat Media Podcast Network","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/10\/14ccb779-9803-4f45-bb6b-54b64b6fd714_ScreenShot2021-10-28at1.35.47PM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/building-a-community-from-scratch-hip-hop-revolutionary\/","date":"October 27, 2021","description":"A marketers\u2019 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.\nThis is where this week\u2019s guest Dave Mays\u2019 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\u2019s answer to Rolling Stone.\u00a0\nWith 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\u2019 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.\nWhether it was The Source\u2019s 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 \u201890s, or his new podcast network, serving the community he loves has guided Mays\u2019 decision-making from day one.\u00a0\nFor anyone who\u2019s 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.\nListen to the Interview","landing_redirection":""},{"id":4681,"title":"Non-Cancelable: Megyn Kelly Puts All Her Cards on The Media Roundtable; Google\u2019s 4th Podcast Try; Don\u2019t Believe Your Ears\u2013Deep Voice Fakes Are Here","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/non-cancelable-megyn-kelly-puts-all-her-cards-on-the-media-roundtable-googles-4th-podcast-try-dont-believe-your-ears-deep-voice-fakes-are-here\/","date":"October 20, 2021","description":"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.\nKelly 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\u2019 downfall, in what Charlize Theron (who plays Kelly in the movie, Bombshell), as the origin story for the \u201cMeToo\u201d movement.\nAfter 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.\nThroughout 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\u2019ll 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\u2019s in the world.\nIn this episode, we\u2019ll 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\u2026 music to the ears of any advertiser.\nListen on Spotify\n\nThe Classifieds\nCuriosity Killed The Cat, But Drives Performance\n\nData 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\u00a0Unsung Science with David Pogue\u00a0to fit this bill. From the father of the cellphone and the creator of CAPTCHAS to the linguist who created the languages for\u00a0Game of Thrones, NY Times best-selling author, TED speaker, six-time Emmy Winner, PBS NOVA science special host, and CBS Sunday Morning correspondent\u00a0David Pogue\u00a0seeks to satisfy curious (nerdy) minds.\u00a0Unsung Science\u00a0tells 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!\nGet The Deal\nA Podcast Within A Podcast, Inside a Streaming Service\n\nSpotify 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\u00a0Spotify: Mic Check, which contains intimate conversations with musicians and podcasters from around the world as well as exclusive recordings and more. Next up is\u00a0Spotify: Discover This, which promises fresh insights on music, podcasts, cultural moments, and social trends. Neither of these should be confused with their existing\u00a0Spotify: For the Record, which highlights business updates from the company. Getting client performance to work on Spotify\u2019s network has been an interesting road, to say the least, due to their high barrier of entry. However, based on the performance of \u201cbehind the scenes\u201d 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.\nGet The Deal\n\nIn Case You Missed It\nPolitical Activism – Your Brand\u2019s New Purpose?\nA recent commentary piece from MediaPost\u2019s Joe Mandese argues that \u201cbrand purpose\u201d will, and needs to be, \u201cbrand activism,\u201d including the explicitly political kind. Mandese cites a poll by Digital.com that showed that nearly half (47%) of consumers said they are \u201cunlikely to buy products or services from companies not aligned with their political views.\u201d As a regular reader of The Influencer, you know that this is something we\u2019ve 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.\nRead More\nPodcasts Talking Back?\nGo 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\u2019s 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\u2019re excited about the possibilities. We\u2019re digging into this one like Indiana Jones.\nRead More\nIs There Still Room in The Podcast Sandbox?\nWith 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\u00a0New York Times\u00a0and\u00a0Google\u00a0are 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,\u00a0YouTube Podcasts\u00a0strikes a chord with listeners. Not to be outdone, NYT is set to launch their newest experiment, an app called\u00a0New York Times Audio\u00a0which will host all of the audio products under The Times\u2019 banner, including podcasts, read-aloud journalism,\u00a0Audm-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\u2013higher rates, more restrictions.\nRead More\nThe Rise of Deep Voice\nAre 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\u00a0researchers are finding that humans are fooled half the time\u00a0by 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\u2019ve 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\u2019s 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.\nRead More\n\nThis Week in Great Podcast Reads\nSustainable Success\nWe spoke in his week\u2019s issue about how it can be hard to align your brand with hosts who believe in your company\u2019s 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\u00a0Dear 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\u2019s no wonder\u00a0Dear Shandy\u00a0is such a solid performer for many advertisers.\nListen Here\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1564,"title":"From Covering the Story to Becoming the Story, Megyn Kelly Puts All Her Cards on The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/10\/6177f009-1486-43ef-93c3-f78a07ab9e9d_ScreenShot2021-10-21at6.40.21AM.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/from-covering-the-story-to-becoming-the-story-megyn\/","date":"October 20, 2021","description":"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.\n\nKelly 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\u2019 downfall, in what Charlize Theron (who plays Kelly in the movie, Bombshell), as the origin story for the \u201cMeToo\u201d movement.\u00a0\n\nAfter 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.\u00a0\n\nThroughout 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\u2019ll 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\u2019s in the world.\u00a0\n\nIn this episode, we\u2019ll 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\u2026 music to the ears of any advertiser.\u00a0\n\nListen on Spotify","landing_redirection":""},{"id":4684,"title":"Manners Save America - Comedy Duo Explains How; WABC = Old AF; Spotify Podcasts Find Exit; Cove Cures Lives","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-9-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/manners-save-america-comedy-duo-explains-how-wabc-old-af-spotify-podcasts-find-exit-cove-cures-lives\/","date":"October 13, 2021","description":"What can manners teach you about marketing? Based on this week\u2019s 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.\nThe Media Roundtable exists to encourage civility in our national discourse\u2013Leah 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.\nAs a result, Leah and Nick have tapped into hidden universal experiences to create a truly sticky podcast with a deeply engaged fanbase.\nListen on Spotify\n\nThe Classifieds\nThe Airforce 2 of Podcasts\n\nWith tried and true performers like\u00a0West Wing Weekly\u00a0and\u00a0Office Ladies, \u2018TV Rewatch\u2019 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\u2019re now seeing an influx of similar shows filling your podcast suggestion inbox. Case in point, Kast Media\u2019s new watch-along podcast,\u00a0Second in Command\u00a0based on HBO\u2019s 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.\nGet The Deal\nThe Stars Align\n\nIn our \u201cClassifieds\u201d section, we usually feature the latest podcasts that catch our\u00a0ear. This week, we\u2019re expanding horizons to feature an opportunity from SiriusXM. This holiday season, SXM\u00a0\u201cSTARS\u201d\u00a0Channel will be featuring the platform\u2019s 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\u2019s 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\u2019t wait too long – the deadline for integrations is November 1st!\nGet The Deal\n\nIn Case You Missed It\nSpotify Exclusivity Exodus Ahead?\nComedy-horror podcast The Last Podcast on the Left\u00a0announced Tuesday that they are walking away from the exclusive partnership they signed with Spotify in 2019 to join SiriusXM\u2019s 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 \u2153 of the podcast listenership because they\u2019re 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\u2019s exclusive partnerships? Perhaps. The Influencer will make you wise.\nRead More\nWhich Podcast Genres Have The Biggest Reach & Overlap\nExcuse 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\u00a0seven 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.\nRead More\nBrand. Sonic Brand\nThe 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\u00a0$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 \u00a36 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.\nRead More\nNYC Iconic Radio Station Turns 100\nYour 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\u2019 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.”\nRead More\n\nThis Week in Great Podcast Reads\nA Better Quality of Life Through Science\nIt\u2019s always great when we can find hosts who are interested in the products we ask them to endorse. It\u2019s even better when they truly need them. Last week, host Lynette Carolla and Stefanie Wilder from\u00a0For Crying Outloud\u00a0shared their intimate experience of needing to find a solution for their migraines and lauded our sponsor\u00a0Cove\u00a0as 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.\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!\n\n\n\n ","landing_redirection":""},{"id":1562,"title":"Marketing with Manners: Nick Leighton and Leah Bonnema from Were You Raised by Wolves Join The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/10\/26b6afd0-09ef-40bf-a350-ac628218179d_ImagefromiOS.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/marketing-with-manners-nick-leighton-and-leah-bonnema\/","date":"October 13, 2021","description":"What can manners teach you about marketing? Based on this week\u2019s 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.\u00a0\n\nThe Media Roundtable exists to encourage civility in our national discourse\u2013Leah 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.\n\nAs a result, Leah and Nick have tapped into hidden universal experiences to create a truly sticky podcast with a deeply engaged fanbase.\n\nListen on Spotify","landing_redirection":""},{"id":4688,"title":"How Your Brand Can Impact Misinformation in Media; How to Make Audio Ads Successful, Dave Thomas\u2019 New Phone, Alexa Creeping Into Your Gameplay","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-your-brand-can-impact-misinformation-in-media-how-to-make-audio-ads-successful-dave-thomas-new-phone-alexa-creeping-into-your-gameplay\/","date":"October 6, 2021","description":"The first rule for marketers is the same as for doctors: don\u2019t make anything worse. At a time when 79% of Americans say they\u2019d 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?\nThe only problem is if we can\u2019t tell good news from bad news, we end up with a bleak future where there\u2019s no good news to support at all.\nWe\u2019re 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 \u201cto the source\u201d), 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\u2019s Thanksgiving dinner table conversation more civil.\nNot 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.\nWatch The Interview\n\nThe Classifieds\nWith a \u201cT\u201d\n\nWhat\u2019s better than a Billionaire Mindset? You guessed it, a TRILLIONAIRE Mindset. If there\u2019s one consistent fact across Oxford Road\u2019s 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.\nGet The Deal\nSuccession = Success\n\nWest Wing Weekly\u00a0and\u00a0Office Ladies\u00a0are two of the most popular entertainment podcasts that perform for nearly every advertiser who touches them. Moreover, \u00a0other shows in this TV show \u201cwatch-along\u201d genre have shown signs of success. Later this month,\u00a0HBO\u2019s Succession\u00a0returns for another season, and we\u2019re excited to check out its unofficial recap podcast called\u00a0The Sweet Smell of Succession. While technically not a watch-along, this show will recap each week\u2019s 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.\nGet The Deal\n\nIn Case You Missed It\nWhat Makes Audio Ads Successful?\nIn this short video, Westwood One\u2019s Pierre Bouvard succinctly lays out how \u201caudio ads\u201d vastly differ from \u201cvideo ads\u201d. 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.\nRead More\nHey Look\u2026 We Found More Places to Insert Commercials!\nBut, 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, \u201cThis 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…\nRead More\nEverything Old is New, Again\nRemember the days when getting an email or a text was exciting? Maybe we\u2019re showing our age, but there was a time when digital and email marketing was the bee\u2019s knees and traditional forms of advertising like direct mail and radio were pass\u00e9. 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 \u201creasons why\u201d, 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\u2019s worked in the past.\nRead More\nWendy\u2019s: Home of the Square Burger and Now The Square (Actually Rectangular) Phone\nTo what lengths will you go to “engage” with your “super fans”? Wendy\u2019s Canada is trying by releasing a souped-up version of a Samsung Galaxy with a \u201cHey, Wendy\u201d digital assistant. While we applaud the creativity here, there is a better way to connect with your hard-core audience while reaching additional \u201cpotential\u201d fans. Loyalty is a lie\u2013can you even imagine who will actually buy a \u201cWendy\u2019s Phone\u201d? To win, you’ve got to reach more people all the time, and according to recent media trends, the surest bet\u00a0right now is including Audio\u00a0into your strategy. Let us show you where\u2019s the beef.\nRead More\n\nThis Week in Great Podcast Reads\nFast Growing Response for Fast Growing Trees\nWe now live in a world where we stand in front of the microwave and beg it to work faster. For this week\u2019s client showcase, we\u2019re featuring\u00a0Fast 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\u00a0Apple Insider\u00a0ran 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!\nListen Here\nContact us for a Consultation\u00a0\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1525,"title":"IAB Interview | The Impact of Brands on Misinformation and Bias in the News Ecosystem","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0e979d92-1739-4f86-8ba8-471941cbdb6e_10.6.21.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/iab-interview-the-impact-of-brands-on-misinformation\/","date":"October 6, 2021","description":"The first rule for marketers is the same as for doctors: don\u2019t make anything worse. At a time when 79% of Americans say they\u2019d 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?\nThe only problem is if we can\u2019t tell good news from bad news, we end up with a bleak future where there\u2019s no good news to support at all.\u00a0\nWe\u2019re 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 \u201cto the source\u201d), 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\u2019s Thanksgiving dinner table conversation more civil.\nNot 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.\nWatch The Interview","landing_redirection":""},{"id":4701,"title":"FOMO Founder, Patrick McGinnis Dishes on Podcast, Purpose, and Brand; Marvel and Podcast Universes Collide; How to Celebrate International Podcast Day","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/fomo-founder-patrick-mcginnis-dishes-on-podcast-purpose-and-brand-marvel-and-podcast-universes-collide-how-to-celebrate-international-podcast-day\/","date":"September 29, 2021","description":"Success has many fathers, but FOMO only has one. His name is Patrick McGinnis. Yes, he\u2019s 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 \u201cFOMO\u201d (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.\nJoin 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\u2019s 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).\nOxford Road\u2019s 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 \u201cvaluable gift\u201d approach he uses to figure out what advertisers he\u2019s most excited to work with.\nWe truly mean it when we say, you don\u2019t want to miss out on this one.\nListen to the Episode\n\nThe Classifieds\nWhat Makes TikTok Tick\n\nThink 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\u2019s senior writers, EJ Dickson and Brittany Spanos, are here to help with the launch of Don\u2019t Let This Flop. This weekly “Tik Tok Explainer\u201d analyzes the latest social trends, explaining why some \u2018Toks 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\u2013explaining why it’s so influential in the process. While we don\u2019t 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.\nGet The Deal\nAll About That Podcast\n\nThe ingredients for most top-performing podcasts for Oxford Road clients include personal lifestyle content, self-help advice, and a dash of celebrity.\u00a0Workin’ On It\u00a0with 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\u2019s still new and getting some attention. Because sometimes it\u2019s about more than the bass.\nGet The Deal\n\nIn Case You Missed It\nThe Time to Learn Audio\nWARC 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\u2019s 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, \u201cthe time to learn audio is now…those who act now will be best positioned to profit in audio\u2019s everywhere world\u201d. The actual report is behind a paywall and while we can\u2019t share it here, reach out to us directly\u00a0if you\u2019d like to see it in all its PowerPoint glory.\nRead More\nPost-Pandemic Media Consumption Remains High\nWhile 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, \u201cwhile 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.\u201d As we move into this year\u2019s 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\u2019t locked in your Q4 strategy, you need to do it now before it\u2019s too late.\nRead More\nSiriusXM and Apple Launch Marvel-Nerd Heaven\nThis 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;\u00a0Marvel’s Wolverine: The Lost Trail, This Week in Marvel,\u00a0and\u00a0Marvel\/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.\nRead More\nHappy International Podcast Day!\nTomorrow is\u00a0International 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\u2019d like to share some fun facts on the medium that is so dear to our hearts.\nThere Are Now Over 2,000,000 podcasts with 48 million episodes.\nMore Americans Listen to Podcasts Than Have Netflix Accounts\nSweden Leads The World In Podcast Consumption\nAlmost 90% of Podcast Listeners Say the Ads Are Effective\nWhat can you do to celebrate International Podcast Day? Start advertising on them!\nRead More\n\nThis Week in Great Podcast Reads\nA Smart Ad From Dumb People\nOn a recent episode of their podcast,\u00a0Dumb 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\u2019s 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\u2019s nothing funny about overpaying for subscriptions you don\u2019t 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!\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nIndustry Leaders Search for Next Podcast Star\nOxford 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\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1550,"title":"FOMO Responsibly: Podcaster and Creator of the Term \u201cFOMO\u201d, Patrick McGinnis Joins The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/09\/fa753708-3878-4039-9eaa-7639b11e0c5a_MRTPatrickMcGinnis9.29.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/listen-to-the-episode\/","date":"September 29, 2021","description":"Success has many fathers, but FOMO only has one. His name is Patrick McGinnis. Yes, he\u2019s 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 \u201cFOMO\u201d (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.\n\nJoin 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\u2019s 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).\n\nOxford Road\u2019s 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 \u201cvaluable gift\u201d approach he uses to figure out what advertisers he\u2019s most excited to work with.\n\nWe truly mean it when we say, you don\u2019t want to miss out on this one.\nListen to the Episode","landing_redirection":""},{"id":4704,"title":"Climate Journalism - Critical Frequency Network Founder Joins the M.R.; What Apple\u2019s Dethroning Means for Advertisers; Smart Speaker Use Skyrocketing","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-13-1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/climate-journalism-critical-frequency-network-founder-joins-the-m-r-what-apples-dethroning-means-for-advertisers-smart-speaker-use-skyrocketing\/","date":"September 22, 2021","description":"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\u2019s climate is about not only knowing if something \u201cworks\u201d or not but, you want to feel good about the media you support. To that end, we\u2019re excited about this week\u2019s guest whose work through the podcast network she\u2019s created and the shows she hosts is extremely purpose-oriented.\nOur 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.\nWestervelt is a podcast giant not only for the massive amount of thoroughly researched journalism she\u2019s produced but for the sharp insight she has into her audience that makes her a case study for successful podcast marketing.\nTune 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.\nJoining us also is Oxford Road\u2019s very own Kristin Duenas, to discuss how advertisers\u2019 dollars can come with strings attached, and how Westervelt works to maintain her journalistic integrity.\nListen to the Episode\n\nThe Classifieds\nReinvention Never Sounded So Good\n\nOkay, 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\u00a0Jay 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\u00a0How I Built This\u00a0and\u00a0The 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.\nGet The Deal\nSome Kind of Monster\n\nEach week in\u00a0The 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.\u00a0This Is Monsters\u00a0is a podcast that tells the stories of some of the worst people who have ever existed. Each season of this \u201cvideo-first\u201d 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\u2019s 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\u2019s. 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).\nGet The Deal\n\nIn Case You Missed It\nSpotify to Surpass Apple Podcast\nAccording to eMarketer, Spotify is set to dethrone Apple\u2019s 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\u2019re 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\u2019s 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\u2019t too many podcasts in the grand scheme…yet. So far, they\u2019ve mostly been playing nice – hopefully, it stays that way.\nRead More\nStart Thinking Smart Speakers\nThe Influencer warned you years ago. According to Westwood One\u2019s 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\u2019 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\u2019s taken 100 years, but smart speakers are basically just a radio we can talk to? Yes, that\u2019s what we\u2019re saying, and like radio, you can advertise on these too.\nRead More\nDigital Ad Growth Rebounding\nWhile 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\u2019s to come. According to their forecast:\n\nRetail, consumer product goods (CPG), and financial services still rule in digital ad spending.\nEntertainment will grow the fastest in 2021, thanks to pent-up demand from 2020.\nRetail will grow the second fastest, by 34.5%.\nCPG will also exceed the 30% threshold by more than a percentage point.\nYet, Auto, telecom, healthcare, and pharma will account for smaller shares than before\n\nIf 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.\nRead More\nA\/B Testing On Steroids\nCreating 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\u2019ll 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\u00a0data we\u2019re seeing, they can make your digital ads work better, a WHOLE LOT better.\nRead More\n\nThis Week in Great Podcast Reads\nAnd Now Your Moment of Zen\nIt\u2019s great when a podcast host reads your copy perfectly. It\u2019s even better when they include a personalized example of how they\u2019re using your product or service within the ad. But when you have 4 hosts individually speak at length about your product or service, it\u2019s magical. That\u2019s exactly what happened on last week\u2019s episode of\u00a0#SistersInLaw\u00a0when the hosts joined forces on their read for the\u00a0Headspace\u00a0meditation app. Joyce Vance, Jill Wine-Banks, Barb McQuade, and Kimberly Atkins each shared with their audience exactly how and why they\u2019re 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.\nListen Here\nContact us for a Consultation\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1584,"title":"Climate Journalism - Critical Frequency Network Founder Joins The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/09\/a0542021-b37a-42b6-8692-32b51003b377_MRTAmyWestervelt9.22.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/climate-journalism-critical-frequency-network-founder\/","date":"September 22, 2021","description":"\u00a0Years 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\u2019s climate is about not only knowing if something \u201cworks\u201d or not but, you want to feel good about the media you support. To that end, we\u2019re excited about this week\u2019s guest whose work through the podcast network she\u2019s created and the shows she hosts is extremely purpose-oriented.\u00a0\n\nOur 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.\n\nWestervelt is a podcast giant not only for the massive amount of thoroughly researched journalism she\u2019s produced but for the sharp insight she has into her audience that makes her a case study for successful podcast marketing.\n\nTune 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.\n\nJoining us also is Oxford Road\u2019s very own Kristin Duenas, to discuss how advertisers\u2019 dollars can come with strings attached, and how Westervelt works to maintain her journalistic integrity.\n\nListen to the Episode","landing_redirection":""},{"id":4709,"title":"The Other Lindsay Graham Joins The Media Roundtable; Your Quick Guide to The Podcast Upfronts; How to Not Be A Glasshole","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-2-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-other-lindsay-graham-joins-the-media-roundtable-your-quick-guide-to-the-podcast-upfronts-how-to-not-be-a-glasshole\/","date":"September 15, 2021","description":"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\u2019s podcast pedigree is unmatched, with nearly everything he touches worthy of sponsorship consideration for most advertisers. This week, he gives an insider\u2019s look at the myriad of things it takes to make a great podcast and what he desperately needs from the brands he endorses.\nLindsay 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.\nOver the last past few years, Graham has evolved into a podcasting titan. He\u2019s the Webby Award-winning host of American History Tellers, American Scandal, and American Elections: Wicked Game. He\u2019s 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.\nTune in to our conversation for gems such as why our nation\u2019s 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\u2019s history he thinks would\u2019ve had the greatest impact on racial inequality today. Along the way, you\u2019ll 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.\nClick below for the entire fascinating chat with a podcaster who is unparalleled at making sure the past can speak to us now.\nListen on Spotify\n\nThe Classifieds\nPut The Podcast in The Basket\n\nThe spooky season is right around the corner, so the timing is perfect for\u00a0Where 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 \u201cfriendships\u201d 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\u2019t want to miss out on testing this one.\nGet The Deal\nYou Shouldn\u2019t Miss Out on the King of FOMO\n\nCalling 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\u00a0The 10% Entrepreneur. Eighteen years later, Patrick is back in the FOMO game with his new podcast\u00a0FOMO 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.\nGet The Deal\n\nIn Case You Missed It\nPodcast Upfront Cliff\u2019s Notes\nThe podcast industry united virtually again this year to discuss all things podcast for IAB\u2019s 2021 Podcast Upfronts. While Oxford Road advertisers can get a more detailed overview of this year\u2019s proceedings based on our team\u2019s involvement in the event, Digiday has curated its snapshot of everything that transpired.\nFor us, it\u2019s bizarre that Digiday and other companies are talking about contextual targeting in podcasts as a \u201csubstitution for programmatic.\u201d 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\u2019s 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.\nAs 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.\u00a0This article from Forbes\u00a0makes 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\u2019s rush into ever-more supposed efficiency can\u2019t be stopped, but there are and always will be some holdouts, that recognize the value of real, authentic, passionate product endorsement. If advertisers can\u2019t get that on podcast anymore, many may start looking to other influencer channels, which if things continue, would be a legitimate substitution.\nRead More\nThe Sound of Dunkin\u2019\nDunkin’ 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\u2019re delivered, the AI integration reportedly reduced production times by up to 95% when compared with traditional methods. Everything is dynamic, and while we won\u2019t trust the\u00a0words we say\u00a0to AI technology just yet, it seems it\u2019s doing a fine job at making your ads work just a little bit better.\nRead More\nBig Brother & Chad Are Watching\nSmart Glasses were the talk of the tech world a few years back when Google introduced\u00a0Google Glass\u00a0in 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 \u201cGlasshole\u201d). Enter Facebook\u2019s partnership with RayBan. The tech and eyeglass giants have teamed up to create smart glasses that\u00a0retail for under $300\u00a0and 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\u00a0Ready Player One-esque world, at least we\u2019ll look like Chad\u2019s and not Glassholes.\nRead More\nJoe Rogan \u2013 Still Not Cancelled (Retraction)\nIn last week\u2019s edition, we shared an article about Joe Rogan\u2019s 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\u00a0Podnews\u00a0who broke the story last week. Thank you, Podnews for your continued efforts to report on all things in the world of podcasting.\nRead More\n\nThis Week in Great Podcast Reads\nA Gross, Great Ad Read\nWhen you\u2019re 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\u2019s encouraged. Last week, host Katie Herzog and Jesse Singal of\u00a0Blocked and Reported\u00a0jumped in head first as they recorded their most recent ad for\u00a0Tushy. While it\u2019s 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.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\n\nLeverage Podcast Marketing\nWith 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1583,"title":"The Podcast History Tellers; Lindsay Graham Joins The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/09\/5aa980e9-a4bc-45a4-b2ef-a7737c63ffea_MRTLindsayGraham9.15.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-podcast-history-tellers-lindsay-graham-joins-the\/","date":"September 15, 2021","description":"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\u2019s podcast pedigree is unmatched, with nearly everything he touches worthy of sponsorship consideration for most advertisers. This week, he gives an insider\u2019s look at the myriad of things it takes to make a great podcast and what he desperately needs from the brands he endorses.\u00a0\u00a0\n\nLindsay 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.\u00a0\u00a0\n\nOver the last past few years, Graham has evolved into a podcasting titan. He\u2019s the Webby Award-winning host of American History Tellers, American Scandal, and American Elections: Wicked Game. He\u2019s 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.\n\nTune in to our conversation for gems such as why our nation\u2019s 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\u2019s history he thinks would\u2019ve had the greatest impact on racial inequality today. Along the way, you\u2019ll 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.\u00a0\n\nClick below for the entire fascinating chat with a podcaster who is unparalleled at making sure the past can speak to us now.\nListen on Spotify","landing_redirection":""},{"id":4712,"title":"9\/11, 20 Years Later: Rudy Giuliani joins The Media Roundtable; Joe Rogan Cancelled? Spotify Podcasts Now Available At 30,000 Ft.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/9-11-20-years-later-rudy-giuliani-joins-the-media-roundtable-joe-rogan-cancelled-spotify-podcasts-now-available-at-30000-ft\/","date":"September 8, 2021","description":"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.\nOur 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\u2019s 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.\nFor 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\u2019s 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.\nThe 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.\nRudy 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.\nListen on Spotify\n\nThe Classifieds\nThe Day That Shook The Nation Turns 20\n\nThis 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\u20139\/11 will always be a pivotal point in American history. For the anniversary, Amazon Music & Wondery is releasing a seven-part podcast series named,\u00a09\/12. Hosted by host Dan Taberski (Missing Richard Simmons, Surviving Y2K, Running From \u2018Cops\u2019), 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\u2019ll limit this one to advertisers looking for a safe play seeking a potentially massive audience.\nGet The Deal\nBachelor Nation Unites To Talk it Out\n\nThis 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.\u00a0Cadence13, in partnership with\u00a0Warner Bros Entertainment, has joined forces to add another title to this list of performers with\u00a0Talking It Out. Hosted by Mike Johnson, the breakout star of season 15 of\u00a0The Bachelorette, and Dr. Bryan Absaolo, the winner of season 13, the former\u00a0Bachelorette\u00a0contestants won\u2019t 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 \u201ctalk it out\u201d. But if you\u2019re an advertiser looking to reach a rabidly loyal female audience, don\u2019t just talk about it, click below to sponsor this sure-fire win.\nGet The Deal\n\nIn Case You Missed It\nDid Joe Rogan Lose His Spotify Deal?\nThe 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\u2019re close. The site on which the article was posted is satirical and the article quotes \u201cAndrew Canard\u201d as Spotify CEO: Andrew is also quoted by Patheos in other stories as a\u00a0vet, a\u00a0land-owner, an\u00a0attorney, a\u00a0researcher, a\u00a0catholic teacher, a\u00a0pastor, a\u00a0reporter, a\u00a0judge,\u00a0CEO of Fox News, and\u00a0PM of The Netherlands.\u00a0Canard\u00a0isn\u2019t any of those either. So fans of \u201cThe Experience\u201d rest assured that Rogan isn\u2019t going anywhere for now.\nRead More\nPodcast Joins The Mile High Club\nSpeaking of Spotify, here\u2019s 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 \u201caudio\u201d section of the airline\u2019s 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\u2019s editorial experts\u2014along 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\u2019re already advertising on. The sky\u2019s the limit.\nRead More\nFacebook Struggles To Prove Their Worth\nSince Apple\u2019s 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\u2019s not getting any better. According to a recent article in AdAge, \u201c(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.\u201d And Facebook\u2019s 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\u2019s privacy changes, many advertisers are redirecting ad dollars to more traditional platforms like radio, TV, and podcast.\nRead More\n\nThis Week in Great Podcast Reads\nRick and Bubba Love Moink\nFree Bacon! If there are two better words to drive direct response, we\u2019re all ears. In a recent episode of\u00a0Rick & 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\u2019s no wonder this show is performing so well.\nListen Here\nContact us for a Consultation\u00a0\n\nOXFORd In The News\nWhiskey Business\nOxford Road Ad agency founder, and CEO, Dan Granger joined\u00a0The Fred Minnick Show\u00a0while traveling through the hills of Tennessee to sip some ultra-rare bourbon, and chat about the ad business. Whether you\u2019re curious about President Roosevelt\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1581,"title":"Years Later: Rudy Giuliani joins The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/09\/eb52703a-a15d-4f81-93ef-303a7065ea99_MRTRudyGiuliani9.8.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/years-later-rudy-giuliani-joins-the-media-roundtable\/","date":"September 8, 2021","description":"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.\n\nOur 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\u2019s 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.\u00a0\n\nFor 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\u2019s 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.\u00a0\n\u00a0\nThe 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.\n\nRudy 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.\nListen on Spotify","landing_redirection":""},{"id":4715,"title":"The Media Roundtable Returns with an Unboxing Twist; Seth Rogen Blazes Podcast Trail, Amazon Hearts Radio","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4-3.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtable-returns-with-an-unboxing-twist-seth-rogen-blazes-podcast-trail-amazon-hearts-radio\/","date":"September 1, 2021","description":"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.\nThe 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 \u201cUnboxing\u201d or \u201cBuyer\u2019s Guide\u201d to personality-driven shows for brands and consumers.\nIn 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.\nWe\u2019ve 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.\nListen on Spotify\n\nThe Classifieds\nIt\u2019s Storytime with America\u2019s Favorite Stoner\n\nA few months ago, we were amongst the first to tell you about Seth Rogan\u2019s upcoming podcast, and while details were sparse at the time, we promised to share more when they arise. They\u2019ve arisen. The show, which will launch in early October, is officially named\u00a0Storytime with Seth Rogan, and each episode will feature Seth asking somebody, \u201cDo you have a great story?\u201d New details confirm that these \u201csomebodies\u201d are slated to be Seth\u2019s Hollywood celebrity friends, like Paul Rudd, Paul Scheer, David Crosby, and more of Seth\u2019s celebrity friends joining the show to share their best stories\u2013and no, it\u2019s not going to be all about weed. One thing that will be high is the price tag. Knowing Seth\u2019s 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\u2019s\u00a0Armchair Expert\u00a0or Kate and Oliver Hudson\u2019s\u00a0Sibling Revelry.\nGet The Deal\nLeave Britney Alone\n\nIf you\u2019ve ever had a Vine account (RIP), been Rick-Rolled, or can relate to Sad Keanu, then NPR\u2019s new podcast\u00a0Endless Thread: Season 5: The Meme Edition\u00a0should be on your radar. This 10-part series explores the personal, cultural and historical impact of your favorite memes. They even have their own \u2018meme expert\u2019 weighing in to go behind the scenes of the stories behind the world\u2019s most popular memes with the in-depth insights only NPR can provide. Plus with the power of the NPR network pushing the content, it\u2019s sure to be a hit. So if you\u2019re 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.\nGet The Deal\n\nIn Case You Missed It\nAmazon\u2019s Audio Acquisitions Amass Assets\nNever 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\u2019s 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\u00a0will provide more as they arise.\nRead More\nMassive CTV Ad Fraud Exposed\n(Media) Buyer beware! Connected TV (CTV) is the marketing gold rush of this age, and like the \u201849rs, 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 \u201cRapidFire,\u201d 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 \u201cspoof\u201d CTV inventory across a large number of apps, IP addresses, and devices. What\u2019s 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\u00a0Human\u00a0to protect your CTV investment.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1587,"title":"The Media Roundtable Returns with an Unboxing Twist","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/09\/29a8c5b2-56f2-4ed5-a295-f9c8f681b5dd_MRT7CSeason4Trailer7C9.1.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtable-has-evolved-in-focus-from-helping\/","date":"September 1, 2021","description":"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.\nThe 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 \u201cUnboxing\u201d or \u201cBuyer\u2019s Guide\u201d to personality-driven shows for brands and consumers.\u00a0\nIn 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.\u00a0\nWe\u2019ve 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.\nListen on Spotify","landing_redirection":""},{"id":4719,"title":"Spotify Throws Another Curveball; Big Brother & Sleep Terror Podcast Comfort Fans and Sponsors; Podcast Movement Recapped","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/05\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-17.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/spotify-throws-another-curveball-big-brother-podcast-movement-recapped\/","date":"August 25, 2021","description":"Oxford Road\u2019s Creative Director, Stew Redwine, has never stopped studying the art of advertising. He\u2019s a student of the greats; Goodby & Silverstein, Rory Sutherland, Mark Pollard, Louis Grenier, and countless others, yet he just keeps going. He\u2019s 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.\nA few weeks back, we shared Stew\u2019s 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.\nAccording to Bill Bernbach, \u201cCreativity will become the last unfair advantage we\u2019re legally allowed to take over our competitors.\u201d 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\u2019re both critical to performance, inseparable, and deserve time, attention, and effort to get right.\nJoin 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\u2019s part art, part science, and part entertainment, a balance that Stew has mastered. We invite you to dive in.\nListen to the Interview\n\nThe Classifieds\n1984 Never Sounded So Cool\n\nFrom\u00a0West Wing Weekly\u00a0to\u00a09021 OMG, TV show watchalongs and recap podcasts are all the rage. So what\u2019s one more to throw into the mix? Former\u00a0Big Brother\u00a0winners Derrick Levasseur & Cody Calafiore not only teamed up inside the\u00a0Big Brother\u00a0house, but now they\u2019ve teamed up on their new podcast,\u00a0The Winner\u2019s 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.\u00a0Big Brother\u00a0has 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\u00a0The Winner\u2019s Circle\u00a0has all of the markings for success. Click below to learn more.\nGet The Deal\nJust What You Need Before Bed\n\nHere at Oxford Road, we love when two top-performing podcast genres collide.\u00a0Nighty Night\u00a0is what you get when you put a True Crime podcast with a Bedtime into a blender and see what pops out.\u00a0Nighty Night\u00a0is 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.\nGet The Deal\n\nIn Case You Missed It\nRHOF 2021 Inductees Announced\nThe Museum of Broadcast Communications\u00a0announced 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\u00ae, Kim Komando, the sports guru (and Adam Sandler Movie Stand-In) Dan Patrick, and the Golden-Oldies super DJ, \u201cThe 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\u2019ve enjoyed these radio hosts, they\u2019ve 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\u00a0www.radiohalloffame.com.\nRead More\n5 Things Learned From The Podcast Movement\nThe annual Podcast movement happened earlier this month in Nashville, and while we\u2019re still compiling our learnings into a concise breakout for readers of\u00a0The Influencer, EVP of Podcasting for\u00a0Amaze Media, Matty Staudt shared her hot takes last week. The takeaways?\n\nThe Podcaster Community Supports Each Other\nPodcasting for Brands is Becoming Big Business\nMonetization is Key\nEveryone Wants to be Clubhouse\nRadio is Serious About Being Taken More Seriously\n\nIf you\u2019ve been a reader of\u00a0The Influencer, you already know that most of Matty\u2019s points have been addressed\u00a0years ago, we encourage you to stay tuned for our outtakes on what happened at this year\u2019s event.\nRead More\nSpotify\u2019s Subscription-Only Content Rolling Out Internationally\nThis week, Spotify announced that they will be allowing content creators across the globe to charge extra for exclusive podcast content. However, since this\u00a0paid subscription platform\u00a0launched 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1576,"title":"How to Write Podcast Ads That Sell - Part II","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/35f3ba17-a2ba-444a-9ce6-ef4707e8c425_Influencer8.25.21.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-write-podcast-ads-that-sell-part-2\/","date":"August 25, 2021","description":"Oxford Road\u2019s Creative Director, Stew Redwine, has never stopped studying the art of advertising. He\u2019s a student of the greats; Goodby & Silverstein, Rory Sutherland, Mark Pollard, Louis Grenier, and countless others, yet he just keeps going. He\u2019s 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.\nA few weeks back, we shared Stew\u2019s 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.\nAccording to Bill Bernbach, \u201cCreativity will become the last unfair advantage we\u2019re legally allowed to take over our competitors.\u201d 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\u2019re both critical to performance, inseparable, and deserve time, attention, and effort to get right.\nJoin 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\u2019s part art, part science, and part entertainment, a balance that Stew has mastered. We invite you to dive in.\nListen to the Interview","landing_redirection":""},{"id":4722,"title":"Cheez It Cracks DTC! IAB on News Ratings; Amazon Hearts Advertising; China Goes Podcasting; And SO MUCH MORE!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-21.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/cheez-it-cracks-dtc-iab-on-news-ratings-amazon-hearts-advertising-china-goes-podcasting-and-so-much-more\/","date":"August 18, 2021","description":"This week, The Influencer is going to shock the world by touching some topics you\u2019ve never heard us cover: Brand Safety, Suitability, and Polarization. I know, I know, but if you haven\u2019t heard our spiel, this is a great way to get a taste or to go deeper on the topic.\nBrands are running scared from the news ecosystem because they don\u2019t 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\u2019s 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.\nTopics covered in this interview include:\n\nThe problem of polarization and how it impacts brands pursuit of safety and suitability\nThe need for News Ratings\nOvercoming the misconception, \u201cThey are biased, we\u2019re not.\u201d\nWhen silence is better than \u201cvirtue signaling\u201d and why\nHow content bias ratings work\nWhy does the 4th Estate Matter?\nHow your ad dollars fit into stakeholder efforts like DEI and ESG\n\nWatch the Interview\n\nThe Classifieds\nPrimordial Goop\n\nPulling The Thread with Elise Loehnen\u00a0is the\u00a0new podcast\u00a0from 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\u00a0some of today\u2019s most pressing questions; Why do we do what we do? \u00a0How can we come to know and love ourselves better? \u00a0How can we address the ills of society on a personal level? How can we build a better world?\nSmells like stakeholder capitalism.\nGet The Deal\nGuess Who\u2019s Hosting\u00a0First, But Not Last, With Billie Jean King?\n\nWith the Olympics over, we’re excited about First, But Not Last, With Billie Jean King, hosted by Billie\nJean King – so it\u2019s 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.\nSelf-improvement and inspirational content are strong ingredients for podcasts that perform. \u00a0You want the perfect cocktail of brand safety, suitability, and likelihood for performance? Take a sip.\nGet The Deal\n\nIn Case You Missed It\nAmazon\u2019s Smartless Math\nWhy would this internet bookstore pay $80M for a weekly podcast? Ad revenue, sort of. It\u2019s unlikely their latest acquisition of Smartless, will pay for itself, according to the aforementioned IAB VP, Eric John, \u201cAdvertising is the fastest-growing part of Amazon\u2019s business. Their approach to content like this is [that] it creates an on-ramp for loyalty within the Amazon universe\u201d. In other words, it’s a loss leader. \u00a0Incidentally, the boys of Smartless have\u00a0scored a TV deal\u00a0as well. Hopefully, Amazon gets some affiliate revenue for this one.\nRead More\nAudio Evolves into\u2026 Visual?\nQuu\u00a0Up The Visual: In-Vehicle \u2018Billboards,\u2019 Synched To Radio, Driving Value For Broadcasters. \u201cVisual Audio\u201d 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\u2019s one more thing to distract drivers. Voice commands and pixel attribution anyone?\nRead More\nChina has an Experimental Lab for Podcasts, too.\nThis 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\u2019s 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.\nRead More\nCan you use a Quip to cut your hair? \u201cNo. \u00a0It\u2019s just for Teeth\u201d Says Shane Pittson\nOxford Road friend \u00a0and Media Roundtable Partner, Shane Pittson talks about building a retail brand off the strength of their D2C effort in this article titled, Quip\u2019s 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.\nRead More\nYou\u2019ve Got to Cheez-It to Believe It\nInternet 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.\u00a0Today, DTC natives are now in or chasing retail distribution and mature retail brands are building DTC models! Thanks Covid.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1580,"title":"The Impact of Brands on Misinformation and Bias in the News Ecosystem","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/a80d4f1c-9e7f-42aa-8ba3-235b8325f74d_Influencer8.18.21.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/brands-are-running-scared-from-the-news-ecosystem-because\/","date":"August 18, 2021","description":"This week, The Influencer is going to shock the world by touching some topics you\u2019ve never heard us cover: Brand Safety, Suitability, and Polarization. I know, I know, but if you haven\u2019t heard our spiel, this is a great way to get a taste or to go deeper on the topic.\nBrands are running scared from the news ecosystem because they don\u2019t 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\u2019s 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.\nTopics covered in this interview include:\nWatch the Interview\n\nThe problem of polarization and how it impacts brands pursuit of safety and suitability\nThe need for News Ratings\nOvercoming the misconception, \u201cThey are biased, we\u2019re not.\u201d\nWhen silence is better than \u201cvirtue signaling\u201d and why\nHow content bias ratings work\nWhy does the 4th Estate Matter?\nHow your ad dollars fit into stakeholder efforts like DEI and ESG","landing_redirection":""},{"id":1586,"title":"Forbes On Everything Podcast With Oxford Road; Podcast\u2019s Next Big Star\u2026 Lucille Ball; Elon\u2019s Space Ads Not As Intrusive as Imagined.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-5-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/forbes-on-everything-podcast-with-oxford-road\/","date":"August 11, 2021","description":"Whether you\u2019re a podcast advertising veteran or just considering the channel for the first time, this week\u2019s showcase is worth a listen. But in the words of Lavar Burton\u2019s Reading Rainbow, \u201cyou don\u2019t have to take my word for it.\u201d Here\u2019s what Forbes had to say about the episode.\n\u201cIf you work in the podcast space, you\u2019re 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\u2019s 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.\u201d\nDan and Joe cover the gamut\u2013from 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).\nListen to the Interview\n\nThe Classifieds\nMillennial Preachers to the Stars\n\nYou 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.\u00a0In Good Faith\u00a0features Judah and Chelsea Smith, nicknamed ‘the millennial preachers to the stars.\u2019 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\u2019s worthy of a test.\nGet The Deal\nWe\u2019ve Got Some ‘Splaining to Do\n\nMove 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\u00a0240 shows for CBS Radio\u00a0in the \u201960s 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\u2019s 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\u00a0filmmakers 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.\nGet The Deal\n\nIn Case You Missed It\nIs YouTube The Secret to Podcast Growth?\nThe Podcast Posse assembled in Nashville for last week\u2019s 2021 Podcast Movement, and Edison Research\u2019s 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?\nRead More\nGoodbye Zuckerberg, Hello Bezos!\nApple\u2019s privacy changes have affected nearly every aspect of digital marketing since the launch of the 14.5 updates, and we\u2019re starting to see the shift from marketers reinvesting ad dollars to previously untapped sources. A recent article from Yahoo News shared that because Facebook\u2019s 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\u00a0surpassed 10% for the first time, according to estimates from eMarketer, and that\u2019s just the beginning. But before you start dumping ad dollars into the Seattle-based giant,\u00a0The Influencer\u00a0implores you to look at other potential alternatives, notably offline.\nRead More\nElon\u2019s Space Ads Not Quite What We Imagined\nLast month,\u00a0we shared an article\u00a0that showcased Elon Musk\u2019s 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\u2019s 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\u2026 for now. For marketers considering the opportunity, we suggest considering only if remnant comes available.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4728,"title":"But Wait, There\u2019s More! Gavin Ballas Shares Timeless Knowledge He Learned From Ron Popeil; Murder Across America Pod; 2021 Holiday\u2019s eCommerce Bonanza","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/01\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-7-2.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/but-wait-theres-more-gavin-ballas-shares-timeless-knowledge-he-learned-from-ron-popeil-murder-across-america-pod-2021-holidays-ecommerce-bonanza\/","date":"August 4, 2021","description":"By Gavin Ballas\nEVP Growth + Joint Head of Client Services\nLast 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.\nThose 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.\nWhen 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\u2019s 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.\nSadly, this well-meaning Professor never nominated him\u2026 he just felt his colleagues wouldn\u2019t accept the nomination and would laugh at the Professor for even suggesting such a thing.\nWell, I\u2019d say Mr. Popeil got the last laugh.\nWhile 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.\nThere 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\u2019s not bad at all!\nAnd to say what my old professor couldn\u2019t, there is no doubt that all of us in this field have benefited from Ron\u2019s work and can still learn quite a bit from the Infomercial King\u2019s legacy.\nSo in honor of my one-time boss\u2019s 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.\u00a0\nRon Popeil – 1935 to 2021\n\nThe Classifieds\nDial \u201cM\u201d For Podcast\n\nYou might know what food your state is famous for, or maybe what your state flower is, but do you know your state\u2019s 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,\u00a0Murder 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\u00a0The 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\u2019s 50 episodes and 100 murders available for your brand\u2019s sponsorship. Advertisers are dying to sponsor this show – click below to lock in your fate.\nGet The Deal\nThe Podcast Grab Bag\n\nMove over\u00a0Stranger 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,\u00a0The Inbox\u00a0features 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.\nGet The Deal\n\nIn Case You Missed It\nRetailers Rethinking Holiday Strategy\nWith most retailers across the country opting for a primarily online strategy, last year\u2019s 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\u00a0online\u00a0black 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\u2013but as the article points out, \u201cearlier holiday season sales should help avoid fulfillment crunches late in the holiday season.\u201d It\u2019s crunch time.\nRead More\nEverything You Need to Know About Advertising on TikTok\nOver the past six months, TikTok has transformed from \u201cthat music lip-sync thing\u201d your kids use to a legitimate influencer powerhouse, and it\u2019s 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\u2019re hesitant or unsure of where or how your brand fits into the emerging TikTok universe, this is a great first step into the future.\nRead More\nSpotify Podcast Bets (Seem To Be) Paying Off\nWe\u2019ve been talking about Spotify\u2019s jump into Podcast a lot, and rightfully so. The company has invested\u00a0hundreds of millions of dollars\u00a0into 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\u2019s bets seem to be paying off. TechCrunch reports that Spotify\u2019s 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 \u201cThe Joe Rogan Experience\u201d and the Obamas\u2019 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\u2019s 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\u2019s goals. Stay tuned.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1490,"title":"Give A Legend His Due!","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4d0a4826-99f8-4bdc-b0c1-3239bc449b89_c35cf80f-7863-1f8c-8703-b838df4f1398.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/by-gavin-ballasevp-growth-joint-head-of-client-serviceslast\/","date":"August 4, 2021","description":"By Gavin Ballas\nEVP Growth + Joint Head of Client Services\nLast 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.\nThose 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.\nWhen 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\u2019s 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.\nSadly, this well-meaning Professor never nominated him\u2026 he just felt his colleagues wouldn\u2019t accept the nomination and would laugh at the Professor for even suggesting such a thing.\nWell, I\u2019d say Mr. Popeil got the last laugh.\nWhile 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.\nThere 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\u2019s not bad at all!\nAnd to say what my old professor couldn\u2019t, there is no doubt that all of us in this field have benefited from Ron\u2019s work and can still learn quite a bit from the Infomercial King\u2019s legacy.\nSo in honor of my one-time boss\u2019s 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.\u00a0\nRon Popeil – 1935 to 2021","landing_redirection":""},{"id":1487,"title":"I Lost Ron Popeil $25,000 in 48 hours and Learned a Lot About Performance Marketing","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/42ad2990-747d-4211-b97c-e0e072402681_Influencer8.4.21.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/i-lost-ron-popeil-25000-in-48-hours-and-learned-a\/","date":"August 4, 2021","description":"Five Performance Marketing Lessons from the Master\nOxford Road\u2019s EVP Client Strategy, Gavin Ballas, reflects on his early experience working for Popeil and the lessons even the most brand-conscious marketer can learn without running cheesy late-night infomercials.\nI lost $25,000 of his in just one weekend.\n\u201cThey are only your friends because you have my credit card!\u201d\nThat\u2019s what he told me the Friday before the weekend started.\nAnd who could argue with a man who sold over $1Billion in Rotisserie Ovens?\nThis guy was brilliant; he knew it was going to happen.\nRon Popeil is a marketing genius.\nBut what many may not know, he was also an incredible media buyer.\nEarly in my career, I was a media buyer for the famous pitchman.\nMaybe you\u2019ve heard of some of his \u201camazing\u201d inventions:\nThe Pocket Fisherman, the Inside-the-Egg Scrambler, or even GLH 9 (Spray on Hair!).\nOk…maybe you don\u2019t know his products…but you may know some of his catchphrases:\n\u201cSet it and Forget it\u201d… or \u201cNot $200, Not $100 just three easy payments of $19.95!\u201d\nOr the most famous one…\u201dBut wait there\u2019s more\u2026\u201d\n(FYI – He never actually said that one but much of the infomercial world credits it to him)\nOver the years many have written about Ron Popeil, the King of Late Night Infomercials.\nEven podcast host and writer Malcolm Gladwell has written glowingly about his salesmanship and product design.\nIt\u2019s true…he insisted on a glass door for the rotisserie so you could see the food cooking.\nI can tell you, watching a spinning chicken basting in its own fat is actually great fun to watch!\nBut salesmanship and product innovation weren\u2019t the only pieces of this puzzle.\nHere are a handful of lessons that might well be helpful to today\u2019s performance marketers.\n\nWhen it comes to media buying…hire salespeople!\n\nWhen Ron Popeil hired me to be a media buyer, I was surprised.\nI had never actually bought media…not $1.\nI had only ever been a radio salesperson.\nBut 8 out of 10 of his media buyers also used to be salespeople!\nTo be successful in performance marketing, you\u2019ll be buying at below market rates.\nBuying performance media often means buying at rates and times that networks don\u2019t really want to sell.\nI was shocked how much persuasion and nudging to take my (Ron\u2019s) money.\nYou need to hire a smart, aggressive, and persuasive media agency that can sell media vendors on bending to your campaign\u2019s needs.\n\nIn the media world…past performance is a decent indicator of future performance.\n\nEvery Friday was terrifying.\nRon would call each media buyer to review the weekend\u2019s buys.\nHe\u2019d start at one end of the hall and spend 15-20 minutes with each buyer.\nYou better know everything about your media buys and how to defend them.\nWe were buying $1-2 million in media each week when I was at Ronco.\nThat was across hundreds of networks and local stations.\nHe knew all the stations around the country intimately.\u00a0 He knew how much they were worth.\nAnd he always knew which one of your buys was the weakest.\nIf you didn’t\u2019 have good reason to have made the buy…watch out!\nIt was somewhat of a career highlight for me when Ron let me have it for making a bad buy!\nHis approach was simple:\nIf you got 100 orders from a station last Saturday afternoon…\nAssume the same station for the next Sunday afternoon would be 85 orders or less.\nThat was key when you when offering a rate to clear the show.\n\nBuild and stack value to create a compelling offer.\n\nIn order to create an offer that was impossible to ignore he focused relentlessly on increasing the perceived value of his offer.\nHe always looked for complimentary items with high value as an incentive.\nOnce the value was high enough he could make the offer \u201cfrictionless\u201d taking away as many barriers to respond as possible.\nWhen you look at your offer or your landing page, are you making it as easy as possible for a consumer to respond?\n\nEvery customer interaction is a sales opportunity\n\nRon Popeil made $500K\/week in profit from customer complaints.\nRon took great pains to monitor each and every aspect of the customer engagement,\u00a0 all with an eye towards improving Lifetime Value (LTV).\nThere was a large customer service department whose job it was to field calls from consumers complaining about the products and figure out how to end the call with an upsell to things like chicken ties (to keep the chicken from burning as spun), cleaning supplies, even his other products like spray-on hair!\nBut Ron didn\u2019t want to wait for upsells to make money he insisted on being profitable on the first sale.\n\nThe product is the star.\n\nRon Popeil understood that as good as he was at connecting with his audience – it was the product that sold itself, and that made it a business.\nYou will not find a group that believes as strongly in the power of an influencer or host endorsement than Oxford Road.\nHowever, before you put someone else\u2019s name or voice on top of your brand spend a great time and effort to make sure your product is as compelling as it can be.\nImagine, if you didn\u2019t have the luxury of a great host endorsing your product.\nWould your product stand up on its own?\nCould it drive people to call or buy right now on its own merits?\nGet the product or service as close to being the star before you add on host endorsements.\nRon Popeil built a rotisserie oven business into a unicorn.\nBut he had 50+ years to perfect his approach to performance marketing.\nI\u2019m guessing you, and your investors don\u2019t have that kind of time to learn.\nYou certainly don\u2019t want to lose money with a bad media buy.\nFind a partner who has already learned from the mistakes.\nFind a media partner who has depth of experience and knows your space.\nShorten the learning curve.\nNeed a recommendation? I know a group that\u2019s here and ready to work with you.\nCall me now…operators are standing by.","landing_redirection":""},{"id":4733,"title":"The CEOs Guide to Stakeholder Capitalism; A Podcast for Metalheads; Addressing Diversity and Inclusion in Your Ads","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f2cd74ec-579f-4133-9042-89d599d86f38_7.28.21.1.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-ceos-guide-to-stakeholder-capitalism-a-podcast-for-metalheads-addressing-diversity-and-inclusion-in-your-ads\/","date":"July 28, 2021","description":"If you\u2019re like most marketers, you\u2019re feeling the full weight of the shift from shareholder capitalism to stakeholder capitalism in today\u2019s 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.\nIn addition to the episode HERE, Dan also wrote an article that outlines the pitfalls that come along with today\u2019s climate and offers advice to CEOs finding themselves caught in the middle. If \u201cthe middle\u201d is where you find yourself, dear marketer, THIS is required reading.\n\nThe Classifieds\nA Podcast That Will Kill Em\u2019 All\n\nNothing 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 \u201cmaking of\u201d look at the album; it\u2019s the story of James, Lars, and Kirk (what happened to Jason) \u2014 not just how the album got made, but why, featuring never-before-heard demo recordings, candid conversations with the band, and more. If you\u2019re a brand looking to reach old metalheads, this is a sure-fire ticket to their souls.\nGet The Deal\nHow Do You Say It In English? Cucumber?\n\nThe Baldwin\u2019s are back and with their new podcast,\u00a0What’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\u2019s other podcast,\u00a0Here\u2019s The Thing\u00a0has 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.\nGet The Deal\n\nIn Case You Missed It\nWorldwide Inclusion Through Advertising\nDiversity and Inclusion are on the forefront of most marketer\u2019s 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:\n\nRethinking how you define your audience\nHow the conversation around diversity needs to start long before the production table\nHow to leverage industry tools\nAnd suggested tapping into the moral and business case.\n\nThe article cites multiple case studies on clients who have implemented these changes and saw a massive increase in sales and goodwill. If you\u2019d like more help, reach out to schedule a creative brainstorming session with our team by clicking\u00a0HERE.\nRead More\nDespite Reduced Tracking Capabilities, Google\u2019s Earnings Soar\nPrivacy 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\u00a0uptick in spend as well. Time will tell if the momentum will continue as Q3 comes into full swing.\nRead More\nBrands that Cracked the Advertising Code\nRadioWorld.com released their list of brands that, in their words, \u201chave cracked the code\u201d with audio advertising in the first part of this year. While the list is a who\u2019s 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\u00a0recent study\u00a0that 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?\u00a0Let\u2019s talk.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1521,"title":"Lessons from Georgia","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/88e95938-6896-46ae-ab89-09bb8fdf2ca1_7.28.21.2.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/lessons-from-georgia\/","date":"July 28, 2021","description":"By Dan Granger\nCorporations are being told that silence equals violence.\nSo, it comes as no surprise that the leaders of Major League Baseball, Coca-Cola, and Delta, among others, took a public position a little while back, on Georgia voting legislation.\nA recent survey shows that the American public now trusts corporations more than the media, government, or non-profits. With that in mind, CEOs need to tread lightly.\nPolarization in this country shows no signs of easing up, even after voters swapped Trump for Biden and it is only natural that cultural forces pull the last trusted institution into the unwinnable war. The Business Roundtable has embraced the notion of stakeholder capitalism, uniting the largest firms behind the principle of doing well, by doing good, and finding purpose by replacing shareholder primacy with a broader constituency of \u201cstakeholders.\u201d\nBrands that align\nIn fact, brands like Patagonia and Nike have seen positive Return on Investment from standing in support of progressive issues. Other brands like MyPillow or Black Rifle Coffee have benefited by aligning closely with right-wing audiences. This can be an effective strategy, but it is not right for every brand and is a double-edged sword. As David Ogilvy famously said, \u201cThe customer is not an idiot, she is your wife.\u201d In other words, the public can smell pandering from a mile away, and they will penalize you for it.\nHere we should pause to remember Keurig, the coffee maker who found themselves in hot water with conservatives and liberals when they were called out for advertising on Fox News in 2017. Objectors initially took to Twitter to question the brand\u2019s values. Reflexively, Keurig announced the termination of their sponsorship of Sean Hannity. Suddenly they were met by an onslaught of viral videos where angry consumers took pleasure in smashing their Keurig machines. The Keurig skirmish left them an early casualty of our modern culture war, disproving the notion that all publicity is good publicity. Their CEO stepped in to disavow any intention of picking sides and committed to overhauling the firm\u2019s communication policies.\nCEOs\u2019 newfound public trust is the typical overnight success, ten years in the making. Now that they have it, they must steward it wisely and sparingly. Companies content to attract customers from only one political ideology may be able to successfully exploit our fractured nation\u2019s vulnerabilities for the moment. That may not bode so well for the Fortune 500, whose market capitalization requires buy-in from stakeholders among the 81 million Biden voters as well as the 74 million voters who supported Trump in November. Perhaps Coca-Cola might realize better returns by challenging Pepsi more than Brian Kemp.\nCEOs must be prudent\nMake no mistake; stakeholder capitalism is an essential strategy. To fight against it is to command the waves to come no further. However, practical realities must temper this effort. While the strategy is important, execution is everything. No CEO can effectively manage their business if they choose to debate every public policy matter, they are told they must address.\nNot every troll or gaslighting journalist deserves a response, as these are almost never grassroots customer concerns. Instead, CEOs should think deeply about what issues are and are not genuinely within their scope and how long they can sustain efforts to engage in them. When pressured to weigh in on such matters, consider this meditation: \u201cDoes this truly need to be said? By us? Right now?\u201d\nIf you have the good fortune of running a company in 2021, you are sitting on a lead in public trust. Do not let those who have squandered theirs, pull you into the trappings of increased polarization and convince you to alienate half of your customers.\nInstead, consider seeking the serenity to accept the things you cannot change, to change the things you can, and the wisdom to know the difference. There is an infinite number of productive contributions your business can make to issues of stakeholder importance. Let your company be defined by what you do, not what you denounce.","landing_redirection":""},{"id":1518,"title":"Oxford Road Founder & CEO Dan Granger sat down with Coruzant Technologies's podcast, The Digital Executive","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f2cd74ec-579f-4133-9042-89d599d86f38_7.28.21.1.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-founder-and-ceo-dan-granger-sat-down-with\/","date":"July 28, 2021","description":"If you\u2019re like most marketers, you\u2019re feeling the full weight of the shift from shareholder capitalism to stakeholder capitalism in today\u2019s 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.\nIn addition to the episode HERE, Dan also wrote an article that outlines the pitfalls that come along with today\u2019s climate and offers advice to CEOs finding themselves caught in the middle. If \u201cthe middle\u201d is where you find yourself, dear marketer, THIS is required reading.","landing_redirection":""},{"id":4736,"title":"Writing Podcast Ads That Sell - Endgame; What Toyota\u2019s Olympics Pivot Means For Your Q4 Strategy; Advertisers Fleeing Facebook","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/11\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-8.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/writing-podcast-ads-that-sell-endgame-what-toyotas-olympics-pivot-means-for-your-q4-strategy-advertisers-fleeing-facebook\/","date":"July 21, 2021","description":"By Stew Redwine \u00b7 Editors: Bryan Barletta, Evo Terra\nYou\u2019ve made it!\nThis 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.\nWe call this messaging framework, Audiolytics\u2122, 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.\nIn this final session, Oxford Road\u2019s Creative Director, Stew Redwine breaks down the final five main Audiolytics\u2122 components; Substantiation, Offer, Scarcity, Path, and Execution.\nAfter reading the final section\u00a0HERE, 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\u2122 framework but to get a free analysis of your current creative. Click\u00a0HERE\u00a0to prove your newfound Audiolytics\u2122 prowess.\n\nThe Classifieds\nGame! Blouses\n\nPrince: The Official Podcast\u00a0is the only official podcast dedicated to – you guessed it – The Purple One. Featuring explorations of Prince\u2019s 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\u2019s life and work and aims to immerse fans, old and new, into Prince\u2019s story. Now let\u2019s get some pancakes.\nGet The Deal\nHallelujah Church of Scranton\n\nWe know that podcasts about TV shows are huge performers for our clients, especially ones about NBC\u2019s,\u00a0The Office. Enter:\u00a0The Michael Scott Podcast Company\u00a0from iHeartRadio and Cloud10 which takes a deep dive into the show that everyone can\u2019t get enough of. Hosts Sean Roney, Edwin Janes, and Alex Ward look at the moments, story arcs, and characters that make up the show\u2019s 9-season run and pontificate on why it remains so popular after all these years. For new and old fans alike, \u00a0The Michael Scott Podcast Company\u00a0punches back into the world of Dunder Mifflin, Scranton for another conference room meeting. Test this podcast before it\u2019s as gone as Toby.\nGet The Deal\n\nIn Case You Missed It\nToyota Says Say\u014dnara To The Olympics, But You Don\u2019t Have To\nThe 2021 Olympic Games begin this week, but sentiment around this year\u2019s 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\u2019t 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\u00a0this 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.\nRead More\nStitched-Together Podcast Research\nLast 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.\nRead More\nMarketers Starting to Feel iOS 14.5\u2019s Impact\u00a0\nThe marketing world has collectively been holding its breath since the release of iOS 14.5 in anticipation of how Apple\u2019s 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. \u201cMedia 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\u2019s harder to figure out which Facebook ads are working.\u201d As a result, marketers are pulling ads from Facebook and seeking new channels to drive their performance. As a primarily offline agency, we\u2019re 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\u2019s efforts\u2026 for now.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1569,"title":"How To Write Podcast Ads That Sell - Part Three","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/02c3a8aa-865e-4e29-906c-7f5e2da3ab1b_CopyofCopyofCopyofUntitled.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-we-conclude-our-series-on-how-to-write-podcasts-ads-that-sell\/","date":"July 21, 2021","description":"By Stew Redwine \u00b7 Editors: Bryan Barletta, Evo Terra\nYou\u2019ve made it!\nThis 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.\nWe call this messaging framework, Audiolytics\u2122, 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.\nIn this final session, Oxford Road\u2019s Creative Director, Stew Redwine breaks down the final five main Audiolytics\u2122 components; Substantiation, Offer, Scarcity, Path, and Execution.\nSUBSTANTIATION\nWhy should anyone believe you?\nRobert Cialdini says it\u2019s the use of Social Proof and Authority. Aristotle posits that one must use Logos (reason) and Ethos (the credibility of the speaker). Jason Harris, the author of The Soulful Art of Persuasion, says great advertising is emotional, not rational.\nRegardless of the argument, this problem isn\u2019t new. In his 1944 tome on advertising, Diary of an Ad Man, James W. Young mentions the centrality of this issue to advertising and offers a solution:\n\u201cEvery type of advertiser has the same problem; namely, to be believed. The mail-order man knows nothing so potent for this purpose as a testimonial, yet the general advertiser seldom uses it.\u201d\nPersonal testimony provides an advertiser with the most powerful words in the lexicon of advertising, \u201cI use this and you should too.\u201d Whether it is a testimony from someone you know personally or someone you feel like you know – like a podcast host – as long as you trust them you are much more likely to be persuaded. But testimonials are only one of several \u201cprove it\u201d facts, as outlined by Victor O. Schwab in How to Write a Good Advertisement, that can be used to substantiate the claims in an advertisement.\nVictor O. Schwab\u2019s List of Prove It Facts (This is an amplified version of the list first compiled by G.B. Hotchkiss. We\u2019re all standing on the shoulders of giants, aren\u2019t we?)\n1. Construction Evidence includes facts about materials and the manufacture of the product.\n2. Performance Evidence includes the achievements of the product in actual use.\n3. Testimony of Others includes Customers, Experts, Awards Won, and Sales Records.\n4. Test Evidence, which includes Guarantees and Free Samples.\nOne final thought on Substantiation as it relates to Marshall McLuhan\u2019s practically sacrosanct phrase, \u201cThe medium is the message.\u201d The level of \u201cpolish\u201d and \u201cfootprint\u201d of your ad matters. They\u2019re both an expression of Costly Signaling Theory, explored by Rory Sutherland in Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. The very quality of your ad can substantiate, in the audience\u2019s mind, the quality of your good or service. And the same goes for how often they\u2019re presented with your message. If they hear your ad on \u201cevery\u201d podcast they will assume, even if subconsciously, you are someone they can trust.\nOFFER, SCARCITY, & PATH\nWhy should the listener take action? By when?\nNOTE: These three Key components are primarily focused on advertising messages that require immediate action. If the time horizon is longer not all of these components need to be optimized.\nJohn Caples says in the Fifth Edition of Tested Advertising Methods, you must filter every aspect of the advertisement through this question: \u201cwhat argument would make you\u2026part with good money in order to buy the product or service you are advertising?\u201d\nWould a GREAT Offer move you, better than any Offer available anywhere else? Would knowledge that the Offer has an element of Scarcity to it drive you to act? Would knowing exactly what Path to follow to take advantage of the Offer be the thing that induces you to purchase? Yes, yes, and yes.\nOFFER is more than just a discount. It is everything from a unique discount, to something FREE, a guarantee, or any other kind of incentive. Like a 1773 tea ad that read, \u201cExcellent good Bohea Tea, imported in the last ship from London; sold by Theo. Hancock, N.B. \u201cIf it don\u2019t suit the ladies\u2019 taste, they may return the tea and receive their money again.\u201d\nSCARCITY is most persuasive when it is real. For instance, when running a test campaign make an Offer that is the best available anywhere and make it truly scarce. It will only be offered through a specific date or, perhaps, it is tied to a seasonal event like Father\u2019s Day. Another way to talk about Scarcity is Limited Supply.\nPATH Where must the audience go to take advantage of this tremendous opportunity? The goal is clarity above all else. Tell them exactly where you need them to go and what you need them to do in the simplest way possible. If you can shorten a URL’s name, do it. If it needs to be spelled, spell. If you\u2019re asking them to go to a URL and enter a Promo Code at least make them easy. But the goal is to ask them to take as FEW steps as possible and that includes keystrokes, actions, or even things they have to remember.\nWhen it comes to Offer, Scarcity, and Path, don\u2019t be quick to dismiss the power they hold over your cash register ringing. If you don\u2019t have an Offer, or Scarcity, and have a convoluted Path, you have hobbled your message. It may still connect emotionally. It may still give the audience a fond recollection of your brand when they see it again someday. But if you need it to make the cash registers ring, especially as you test out a new channel, then you must include all three.\nEXECUTION\nDoes every word count?\nExecution is HOW you communicated everything. All too often creative development is kicked off with a little too vague definition of the business goal and then catapulted into the exciting part of the conversation, HOW we\u2019re going to say it. The best creative development is the other way around. Clarity before poetry.\nFirst of all, how are you going to measure success?\nThen, how long do you have to get there?\nOnce you\u2019ve 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? To inform? To persuade? No matter what your questions are and what your answers are, part of answering all those questions is research.\nTodd Lauer, VP of Brand & Creative at LendingTree, talked about how LendingTree\u2019s tagline for sixteen years, \u201cWhen Banks Compete, You Win\u201d was developed. In a focus group of actual LendingTree users in 2002 a woman said, \u201cIt was kinda like, when banks compete, I win!\u201d Start with your customer reviews and Facebook comments, 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\u2019s practically free and may just give you a tagline for the rest of the life of your company.\nIs 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?\nBut there is something ELSE, and we all know it. Henry Ford talked about it late in his career. After making the ultimate boilerplate of boilerplate products he admitted there was something to this \u201cstyle\u201d thing. Call it chaos, call it emotion, personality, branding, or story. The thing that makes you YOU is the same kind of thing that makes one Brand different from all the rest, so that it carves out, builds, and reinforces memory structures in our minds. Whatever is behind it all, we\u2019ve been working on communicating with each other for a LONG time. It\u2019s a tool as old as almost any other. To do it well, we have to talk to each other in a way that is understood by the other people living in the cave. \u201cWant to know where the best berries are? Go to the big magnolia tree and hang a left.\u201d\nWrapping It Up\nThis approach to structuring a message is the ground floor of how we construct messages at Oxford Road. We\u2019ve been working on it for years and all the sources mentioned in this article are available to anyone – and they can be interpreted in a number of ways.\nWe\u2019ve chosen to focus it all into a messaging taxonomy that gives us a way to sort, rank, and weigh the pieces of a message designed to influence human behavior. We use the 9 Key Components in this article, plus 71 Subcomponents, based on performance data, multivariate testing, and the latest research and thinking on the subjects of advertising, neuromarketing, psychology, and persuasion to make the ads work for our clients. We call it Audiolytics\u2122 because it was born out of audio. And now you\u2019ve got the building blocks.\nYou can use it to write an ad, any kind of ad. You can use it to write an email to get your rent lowered. To propose to someone. To break up. To construct a pitch deck. To give a speech or ask for a raise. Or simply as another lens to look through on the endless quest to understand part of why humans do what they do.","landing_redirection":""},{"id":1570,"title":"How To Write Podcast Ads That Sell - Part Two","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/9a804bcf-051b-49c9-97eb-99151816b338_2021070703Blog.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/last-week-we-shared-the-first-part-of-the-article-oxford\/","date":"July 14, 2021","description":"By Stew Redwine \u00b7 Editors: Bryan Barletta, Evo Terra\nLast week we shared the first part of the article Oxford Road\u2019s Creative Director, Stew Redwine wrote for, Sounds Profitable that put the Audiolytics\u2122 framework into action by creating an ad for the weekly podcasting newsletter.\nAs a refresher, Audiolytics\u2122 is Oxford Road\u2019s proprietary system that ensures every piece of creative that we put into the market is structured to enrich the value of our client\u2019s 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.\nThis week, Stew breaks down the first four main Audiolytics\u2122 components; Setup, Value Prop, Positioning, and Demonstration.\nGet out a notebook and a No. 2 pencil, click here to start the class. There will be a test next week.\n\nSETUP\nCapture attention AND tee up the Value Prop.\nFrom John Caples\u2019 AIDA (attention, interest, desire, action) method to David Ogilvy\u2019s insistence on the importance of the headline above all else, the first job of an ad is to get your attention. But the trick is, it has to get your attention in such a way that it keeps your attention. Any advertisement can use a shocking device (swearing, whoopie cushions, sirens, etc) to grab the audience\u2019s attention. But to grab their attention in a way that is tied to the product is how you hold their attention and increase the impact of the message. After all, if the whole advertisement is designed to get the audience primed to take action, or at least to think of your product or service whenever the need arises, then it\u2019s critical to have everything in the advertisement serve that end with clarity and potency. The headline, or opening line-in audio, deserves a tremendous amount of focus. You must convince them to listen to the next line, or else it is all for naught – this is something Roy H. Williams talks about again and again in his \u201cWizard of Ads\u201d Trilogy.\nVALUE PROP\nWhat is it? What\u2019s your promise?\n\u201cPromise, Large Promise, is the soul of an advertisement.\u201d \u2014 Samuel Johnson (1759)\nThe \u201clargeness\u201d of the promise in your Value Proposition doesn\u2019t come from aggressive, grandiose, or disingenuous claims. Just like it doesn\u2019t come from underselling. It comes from the size of its impact in the audience\u2019s mind. When you describe to the audience, in their language and from their point of view, why and when your Brand gives them an opportunity or solves a problem they feel deeply – 99% of your work is done. And many times a podcast host will uncover what it is in their expression of copy, because they are experiencing the product or service themselves and sharing in human speak, NOT ad speak. That\u2019s the magic that happens when their audience believes and takes action. Mark Pollard talks about this a lot in his \u201cStrategy is Your Words\u201d and everything else he does. And Podcast hosts have a knack for getting to the \u201cHuman Problems\/Human Truths\u201d that can unlock any Brand\u2019s Value Prop. In short, speaking like a person about what really motivates us, NOT like a Brand.\nPOSITIONING\nWhy is it better than the Status Quo or Competitors?\nThe audience must walk away with a material understanding of what you do, what you offer, and why it\u2019s better. How much money or time will they save using your product? In what exact, measurable ways will their life improve if they exchange their earnings for your product\u2014as opposed to the equitable product from one of your competitors? Daniel Pink covers several ways to do this in the \u201cPersuasive Frames\u201d episode of his Masterclass.\nAn EXTRA NOTE on Positioning\n(because this comes up a lot)\nBut what if my company isn\u2019t all that different from the competition?\nAnyone who watched Mad Men, remembers Don Draper\u2019s positioning pitch to Lucky Strike cigarettes in the pilot episode. After presenting the concept that Lucky Strike\u2019s tobacco is toasted, the client replies, \u201cbut everybody else\u2019s tobacco is toasted.\u201d \u201cNo\u201d, Don says, \u201ceverybody else\u2019s tobacco is poisonous; Lucky Strike\u2019s is toasted.\u201d Any of the cigarette companies could have made this claim, but Lucky Strike was the only one who DID (at least in the fictional world of Man Men). Read the true story behind the Lucky Strike toasted campaign.\nA real-world example comes from another classic vice: beer. Advertising pioneer Claude Hopkins positioned Schlitz beer by claiming their bottles were \u201cwashed with live steam.\u201d Like the Lucky Strike example, ALL beer companies were washing their bottles with live steam at the time, but Schlitz was the only one talking about it. When marketers are having a hard time coming up with a way to differentiate their product or service from their competitors, make the \u201cpreemptive claim,\u201d as Hopkins called it. A modern example of the preemptive claim is Jimmy John\u2019s \u201cFree Smells\u201d signs in their restaurants. EVERY restaurant could claim this, but Jimmy John\u2019s is the only one that does.\nThis drive to differentiate evolved into the Rosser Reeves \u201cUnique Selling Proposition.\u201d From Reeves in the 1960s to Trout and Ries in the 1970s, the idea of the preemptive claim was dropped completely in favor of something ONLY your brand can claim. This kind of positioning is perfectly illustrated by M&M\u2019s \u201cmelts in your mouth, not in your hand\u201d thanks to a patented sugar coating. However, in his 2008 book \u201cHow Brands Grow\u201d, Byron Sharp proved that differentiation is meaningless and brands need to be distinct. Each of these intelligent people, Reeves & Sharp, had their own \u201ctruth\u201d about how best to position a company that worked for them. Mark Ritson does a fantastic job of creating a \u201ctruth tent\u201d large enough for everyone\u2019s views on Positioning.\nDEMONSTRATION\nSimply put, here\u2019s how it works.\nNo matter how well you accomplish the first three Key Components, you\u2019ve wasted all of it if the audience can\u2019t picture themselves using the thing. Yes, demonstration is that integral to your service or product\u2019s success. The good news is that humans are built to watch closely, especially if they\u2019re watching another human. Back in the 90s, a team of Italian neuroscientists made a groundbreaking discovery in the brains of Macaque monkeys. Motor cells inside their brains fired, the exact same way when one monkey conducted a behavior as when it watched another monkey do the same thing. Watching created the sensation of doing.\nThese cells, called \u201cMirror Neurons,\u201d have unlocked major advancements in the study of how people relate to each other. They\u2019ve helped clarify what exactly is happening in our brains when we experience media and imagery. Mirror neurons help explain the voyeuristic impulses that command the audience\u2019s attention. When we watch another person experience something, our imaginations automatically simulate that experience for ourselves and we feel a miniature version of it.\nBut what do you do when there is ONLY audio? I could write an entire article on \u201cThe Theater of the Mind\u201d using audio to influence the listener to visualize your product or service. Thankfully, Pandora already wrote it. The same old mirror neurons can go to work even if the person your listener is envisioning is in their own head. This is also discussed in Blindsight, The (Mostly) Hidden Ways Marketing Reshapes Our Brains. You can also use unique attributes\u2014sound effects, music, multiple voices, even silence\u2014to demonstrate in an unexpected way. Hiscox Business Insurance uses an engaging audio sleight of hand to demonstrate the type of cyber threats they protect businesses from in this UK audio ad. It\u2019s an ad about the threats of cyber crime that intercuts between a professional actress and an AI Copy, asking the listener if they can tell the difference between the two.","landing_redirection":""},{"id":4739,"title":"How To Write Podcast Ads That Sell - Part Two","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-write-podcast-ads-that-sell-part-two\/","date":"July 14, 2021","description":"By Stew Redwine \u00b7 Editors: Bryan Barletta, Evo Terra\nLast week we shared the first part of the article Oxford Road\u2019s Creative Director, Stew Redwine wrote for, Sounds Profitable that put the Audiolytics\u2122 framework into action by creating an ad for the weekly podcasting newsletter.\nAs a refresher, Audiolytics\u2122 is Oxford Road\u2019s proprietary system that ensures every piece of creative that we put into the market is structured to enrich the value of our client\u2019s 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.\nThis week, Stew breaks down the first four main Audiolytics\u2122 components; Setup, Value Prop, Positioning, and Demonstration.\nGet out a notebook and a No. 2 pencil, click here to start the class. There will be a test next week.\n\nThe Classifieds\nImproving Your Digital Life One Podcast at a Time\n\nIn an increasingly technological world, it’s essential to be mindful of technology\u2019s impact on your life. The new\u00a0Digital Citizen\u00a0podcast 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).\nGet The Deal\nThey Did a Bad, Bad Thing\n\nPodcast One\u00a0has teamed with writer\/director Barbara Schroeder (Netflix’s “Evil Genius”) to produce and distribute another must-listen true-crime podcast:\u00a0Bad, 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\u2019s 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\u2019t explore.\nGet The Deal\n\nIn Case You Missed It\nAd Growth Forecast for 2021 Almost Doubles\nThe marketing and communications network\u00a0Dentsu, issued a revised ad spend forecast for 2021 this week, and it\u2019s 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. \u201cThe ad market is forecast to fully recover in 2021, exceeding pre-pandemic spend sooner than was previously forecast,\u201d 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\u00a0now\u00a0the time to lock in key placements.\nRead More\nSuccess in Streaming & Podcasting Defined\nHow 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\u2019s important to note that pixel-tracking is not the \u201cbe-all-end-all\u201d. 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.\u00a0Email us\u00a0to learn how we do it.\nRead More\nUp in the Sky! It’s a Bird! It’s a Plane! It’s a Coca-Cola Ad!\u00a0\nImagine you\u2019re 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\u2019s plans for the DS-1 Orbital Battle Station have been put on hold due to a potential weakness discovered in the thermal exhaust port.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":4741,"title":"How to Write Podcast Ads That Sell (Part 1); Oprah Expands Her Podcast Empire; Advertising\u2019s New Medium: Your Dreams?","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/07\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-14.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-write-podcast-ads-that-sell-part-1-oprah-expands-her-podcast-empire-advertisings-new-medium-your-dreams\/","date":"July 7, 2021","description":"So you\u2019re ready to launch your podcast campaign. You\u2019ve chosen the right shows, and you\u2019re 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\u2019t crafted an ad that\u2019s been designed to elicit the very best response, your podcast campaign will be dead on arrival.\nRegardless of who\u2019s reading your copy, it needs structure to make it actually work. Our proprietary system, Audiolytics\u2122, 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\u2019s Creative Director Stew Redwine partnered with the weekly newsletter,\u00a0Sounds Profitable\u00a0to not only explain the Audiolytics\u2122 framework but also used it to create an ad for the newsletter itself.\nWhile we shared a link to the article in the\u00a0Influencer\u00a0at 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,\u00a0click here\u00a0to start the class…\n\nThe Classifieds\nAre You Man Enough?\n\nSelf-improvement podcasts are sure-fire performers for many of our b2b clients, and this one seems interesting, to say the least. On\u00a0The 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\u2019re interested in partnering, you need to \u201cman up\u201d now.\nGet The Deal\nOprah\u2019s Podcast Club\u2019s Next Hit\n\nAs we said, Self-Improvement podcasts are where it\u2019s at. That\u2019s why we want you to check out the newest podcast launching as part of Oprah\u2019s Super Soul podcast feed.\u00a0Essential Teachings by Eckhart Tolle\u00a0is a new weekly podcast series from one of the great spiritual thinkers of our time. Eckhart\u2019s 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 \u201cEssential Teachings\u201d will inspire you to seek your own higher purpose. It has been declared by Oprah – buy this show if you know what\u2019s good for you.\nGet The Deal\n\nIn Case You Missed It\nApple\u2019s Tracking Spawns Increased Spend on Android\nThe impact of Apple\u2019s 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\u2019s grip on tracking your performance is dwindling, the ability to track audio performance is getting better, despite Apple\u2019s changes. So before you overpay for digital, consider diversifying.\nRead More\nAdvertisers Hijacking Your Dreams\nDigital 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\u00a0unwaking\u00a0hours, and it\u2019s 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 \u2018soundscape\u2019 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\u2019s calling the move a \u201ccorporate assault of our very sense of who we are.\u201d Bob Stickgold, a cognitive neuroscientist at Harvard, and 34 other sleep and dream researchers have signed an\u00a0open letter\u00a0calling for a total ban (TDI) advertising to avoid a very possible future where \u201cadvertisers buy advertising time on smart devices, and nobody ever knows they\u2019re hearing them.\u201d So for now, before getting bullish on your TDI marketing strategy, consider sticking to a lucid audience.\nRead More\nUncovering The Good in Advertising\nWe\u2019ve covered two stories about the uglier side of advertising this week, but we\u2019ll close it out with what advertising can be when it\u2019s at its best. Forbes Communications Council member Ingrid Burton wrote an article that outlines what advertising looks like when it\u2019s doing good, and shares some practical tips for advertisers to do the same. Burton\u2019s 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 \u201cwhether 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.\u201d Go forth and do good, dear\u00a0Influencers.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1585,"title":"How To Write Podcast Ads That Sell","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/f23b8c34-10b0-4b9c-a3a3-468b99bc19d4_Influencer7.7.21.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasters-can-sell-underwear-so-why-do-they-struggle\/","date":"July 7, 2021","description":"By \u00a0Stew Redwine \u00b7 Editors: Bryan Barletta, Evo Terra\nIntroduction\n\u201cPodcasters can sell underwear, so why do they struggle to sell themselves?\u201d\nThat was the question Bryan wanted help answering when he reached out to me for pointers on what makes a live-read work. He thought maybe podcasters just need to be told how to write an ad. After talking for a few minutes we decided to make an ad for Sounds Profitable by going through the creative process I use when developing ads.\nAnd when we were all done he asked me to share more about what is behind the approach. Why is the creative organized the way it is? It\u2019s something I\u2019ve been working on for a while now. Maybe I went a little overboard on my answer for him, but here you go. Everything you\u2019ll read here is based on the work of a lot of other people. You could find it all if you searched and spent the time connecting the dots. But now you don\u2019t have to.\nNOTE: There are THREE main sections of a podcast ad – Intro, Body Copy, and Call to Action. Within that, there are subsections you can use to write your copy. But the end result doesn\u2019t need all the labels. They\u2019re there to keep your thoughts organized and make sure you have everything that needs to be included in your message.\n\nBuilding An Ad\nIntro\nSETUP\nEver since the height of \u201caudio ad-tech\u201d was a ram\u2019s horn – one question remains. Do the ads work?\nThis one\u2019s for Sounds Profitable – and we\u2019re about to find out.\nBody Copy\nVALUE PROP\nSounds Profitable is the ONLY podcast that brings you the latest from the podcast ad-tech world.\nPOSITIONING\nBut we\u2019re not just reporting. We\u2019re leading the space – with the first-ever on-demand podcast upfronts. We\u2019re breaking down the business of podcasts – from analytics to dynamic ad insertion. And we\u2019re giving you in-depth detail from experts. All so you can make smart decisions. And sound smart too.\nDEMONSTRATION\nGo to Sounds Profitable dot com slash Premium and sign up for our NEW Premium Feed – for FREE – and hear audio versions of ALL our articles plus expert interviews with guests like Tom Webster of Edison Research and James Cridland of Podnews.\nSUBSTANTIATION\nAccess everything in one clean feed thanks to our sponsor Supercast – one of our FIFTY PLUS SPONSORS – from the most important podcasting ad-tech partners, agencies, and publishers.\nCall to Action\nOFFER SCARCITY PATH\nSign up at Sounds Profitable dot com slash Premium and now through Father\u2019s Day you\u2019ll be entered to win audio gear – like headphones, mixers, and mics – based on how many new subscribers we get.\nBut only until June 20th – go to Sounds Profitable dot com slash Premium!\nPlus, when you sign up, you\u2019ll prove this ad worked. Right? Sounds Profitable dot com slash Premium.\nCLICK HERE for the output of this exercise and how it actually sounded once recorded.\nNext week, we\u2019ll dive into the nine main sub-components that make up the foundation of Audiolytics\u2122 so you can make an ad that works for your business.","landing_redirection":""},{"id":4744,"title":"The Media Roundtable\u2019s Dramatic Conclusion; Finally, An Honest Podcast; The Audio Wars Heat Up; Erskine Heads Down Oxford Road","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/06\/2e815155-bc24-422f-b93f-f5900767bf2a_MRTBestofSeason3pt26.30.21.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtables-dramatic-conclusion-finally-an-honest-podcast-the-audio-wars-heat-up-erskine-heads-down-oxford-road\/","date":"June 30, 2021","description":"What do T-Pain, Bill O\u2019Reilly, NYT\u2019s 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.\nWe know you\u2019ve been busy, so this should be a fun way to catch up as Dan guides you through curated clips. With American\u2019s 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.\nPlease don\u2019t just listen… GET INVOLVED withThe Media Roundtableand help us mobilize marketers to advance truth and civility in media. We\u2019ll 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.\nListen to the episode HERE\n\nThe Classifieds\nHonestly, This Show Makes Sense For A Lot of Advertisers\n\nHard-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\u00a0Bari Weiss\u00a0was recently launched. You may know her as a former journalist from both the New York Times and Wall Street Journal, and now she\u2019s back with,\u00a0Honestly 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\u2019s new show may be what we all need right now.\nGet The Deal\nFinally, Angelenos Have a Voice\n\nThe 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, Ti\u00ebsto, 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.\nGet The Deal\n\nIn Case You Missed It\nWhat The Zuck? (Part 2)\nFrom the very public feud\u00a0with 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\u2019s market value surpassed $1 TRILLION for the first time Monday after the antitrust complaint from the Federal Trade Commission\u00a0was 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\u2019 next (probably with Sweet Bay Rays).\nRead More\nBezos Not Out of The Audio Land Grab\nAmazon surprised the audio world with their\u00a0acquisition of Wondery\u00a0for a reported $300M late last year, but things have been relatively quiet since. This week, Seattle\u2019s favorite bookstore made the announcement of the acquisition of podcast hosting platform Art19, plus a move to take over the\u00a0Smartless\u00a0podcast\u00a0(Jason Bateman, Will Arnett & Sean Hayes). With these moves, the great audio wars of the 2020\u2019s continue; Spotify at the lead, with everyone else nipping at their heels. Once the dust starts to settle,\u00a0The Influencer\u00a0will tell you what it all means for advertisers in the space\u2013for now, all we can say is hold on tight.\nRead More\n\nOXFORd In The News\nMadonna, Oprah, Plato, & Erskine\u00a0\nFor those not in the know, for nearly 30 years, Erskine has hosted a program on local stations around the country, major radio networks, and \u201c the net\u201d. Last week, Oxford Road\u2019s Founder and CEO, Dan Granger joined Erskine Radio\u00a0to chat with the mononymous host about the founding of Oxford Road, the state of podcasts as a whole, and the things we\u2019re doing now with\u00a0The Media Roundtable. While Erskine\u2019s 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.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1579,"title":"In Case You Missed It - The Media RoundtableGreatest Hits - Part 2","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/06\/2e815155-bc24-422f-b93f-f5900767bf2a_MRTBestofSeason3pt26.30.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-case-you-missed-it-the-media-roundtablegreatest1\/","date":"June 30, 2021","description":"What do T-Pain, Bill O\u2019Reilly, NYT\u2019s 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.\nWe know you\u2019ve been busy, so this should be a fun way to catch up as Dan guides you through curated clips. With American\u2019s 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.\u00a0\nPlease don\u2019t just listen… GET INVOLVED withThe Media Roundtableand help us mobilize marketers to advance truth and civility in media. We\u2019ll 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.\u00a0\nListen to the episode HERE","landing_redirection":""},{"id":4747,"title":"ICYMI: Best of The Media Roundtable (Part 1); LA Finally Gets A Voice; Facebook Joins The Audio Revolution; Big Brands Are Stealing Your Inventory","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2022\/12\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-6.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/icymi-best-of-the-media-roundtable-part-1-la-finally-gets-a-voice-facebook-joins-the-audio-revolution-big-brands-are-stealing-your-inventory\/","date":"June 23, 2021","description":"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\u2019s time for a break.\nFor those of you who have been interested but haven\u2019t gotten around to keeping up each week, we present to you ourCliff\u2019s Notesguide to the first half of this season, featuring highlights from provocative interviews with industry leaders. You\u2019ll hear premium samples from some of our top guests, including David French, Carl Cameron, Eric Deggans, and more.\nIf you\u2019re 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\u2019ve been doing without having to find 10 hours to binge. Part II in this \u201cBest Of\u201d series will run next week.\nListen to the episode HERE\n\nThe Classifieds\nA Food Podcast That\u2019s Not About Food\u2026 At All\n\nJust in time to wrap up Pride Month, our friends at SXM Media have a great opportunity to align with the LGBTQIA+ community with the\u00a0Food 4 Thot\u00a0podcast. 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\u2014from Beyonc\u00e9 to Borges politics to 90s R&B\u2014combining the best of literary intellect with absolute trash. No,\u00a0Food 4 Thot\u00a0has 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.\nGet The Deal\nFinally, Angelenos Have a Voice\n\nSouthern California Public Radio\u2019s podcast development and production studio,\u00a0LAist Studios (Yeah No, I’m Not OK, California Love), are at it again with the launch of\u00a0Wild: 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.\nGet The Deal\n\nIn Case You Missed It\nWhat The Zuck? Facebook Enters Podcast\nIn 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.\u00a0Facebook users\u00a0on the platform, the move will undoubtedly bring more listeners into the Podcast space, making the medium something even your mom will be listening to.\nRead More\nThe Who\u2019s Who Of Podcast Advertising\nThe 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\u2019s podcast advertising database shared the top movers and shakers over the past month; in case you haven\u2019t noticed, big brands continue to enter at a massive rate. As predicted, Madison Ave. has taken notice of DTC\u2019s best-kept marketing secret and we can expect Q4 to be a\u00a0cluster cuss. If you haven\u2019t secured your Q4 podcast placements yet, it\u2019s time to get moving.\nRead More\nApril Restriction Lifts Bring May Ratings\u00a0\nWith pandemic restrictions lifting, people are getting back to work and therefore, tuning back into radio. Influencer friend\u00a0Pierre Bouvard\u00a0recently shared his analysis of last month\u2019s listenership numbers from Nielsen. For the data junkies out there, Pierre\u2019s 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 \u201cnormal\u201d lives, according to the article, many agencies are underestimating the number of Americans who are commuting to work, thus creating a buyer\u2019s market for the century-old advertising medium.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1578,"title":"In Case You Missed It - The Media RoundtableGreatest Hits - Part 1","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/06\/361f4431-6fbd-4d8c-a4e9-f0301ec1c7e7_MRTBestofSeason3pt16.23.21.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/in-case-you-missed-it-the-media-roundtablegreatest\/","date":"June 23, 2021","description":"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\u2019s time for a break. \u00a0\nFor those of you who have been interested but haven\u2019t gotten around to keeping up each week, we present to you ourCliff\u2019s Notesguide to the first half of this season, featuring highlights from provocative interviews with industry leaders. You\u2019ll hear premium samples from some of our top guests, including David French, Carl Cameron, Eric Deggans, and more.\nIf you\u2019re 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\u2019ve been doing without having to find 10 hours to binge. Part II in this \u201cBest Of\u201d series will run next week.\n\nListen to the episode HERE","landing_redirection":""},{"id":4749,"title":"Caution: Bill O\u2019Reilly Enters The Media Roundtable Zone; Oxford Road CEO & USA Today address the Outrage Industrial Context","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2026\/02\/MRTINFL-Insights-Page-Preview-Images-412-x-250-px-4.png","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/caution-bill-oreilly-enters-the-media-roundtable-zone-oxford-road-ceo-usa-today-address-the-outrage-industrial-context\/","date":"June 16, 2021","description":"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\u2019t talk about the state of modern media without acknowledging Bill O\u2019Reilly\u2019s influence.\nO\u2019Reilly pioneered the advance of merging opinion into a nightly newscast and led Fox News to become the dominant network in cable news. Fox\u2019s success catering to partisan sympathies with O\u2019Reilly leading the charge created a formula that is now an industry standard for outlets large and small, left and right. Without Bill O\u2019Reilly, today\u2019s media landscape would be unrecognizable.\nAs our guest on this week\u2019s 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 \u201cThe hero of the book.\u201d\nCoincidentally, we recorded one day following the announcement of his upcoming\u201cHistory Tour\u201dwith none other than Donald J. Trump. We spoke candidly about this upcoming series of events and how he intends to bring his \u201cNo Spin\u201d 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.\nMost compelling in his reflections is a simple remark he makes about the modern state of corporate media where he concludes, \u201cI\u2019m just glad I\u2019m out of it.\u201d If you\u2019re able to listen,let us know what you think.\nListen to the Episode HERE\n\nThe Classifieds\nInsert Inspirational Quote HERE\n\nBecause self-improvement podcasts perform so well, especially for B2B clients,\u00a0The Quote of The Day Show\u00a0is a \u201cmust-test.\u201d 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\u2019s 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, \u201cDo not sit home and think about it. Go out and get busy.\u201d\nGet The Deal\nGigi Gets Gritty\n\nJune is Pride Month, and our friends at Cadence13 are celebrating with the launch of\u00a0Queerified, hosted by Gigi Gorgeous and her bestie Marc \u201cMimi\u201d 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\u2019s inevitable that Gigi\u2019s fans will be tuning in to make this show a massive hit out of the gate, so interested advertisers should move quickly.\nGet The Deal\n\nIn Case You Missed It\nThe End of Podcast As We Know It?\nOver the past week, both Apple\u00a0and\u00a0Spotify\u00a0released 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\u00a0nothing new, and while they may prove to be the right solution for some podcasters, ad-supported content isn\u2019t 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.\nRead More\nTaming of the Cookie Monster\nApple and Google\u00a0have 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.\nRead More\nPodcast Partnerships Persist\u00a0\nNews 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\u2019s quality content, plus APM\u2019s programming will bring balance to Cadence13\u2019s already impressive roster of offerings.\nRead More\n\nOXFORd In The News\nHow Advertisers Profit from fueling Americans\u2019 Outrage at each other\nAn op-ed piece written by Oxford Road\u2019s Founder and CEO, Dan Granger was published yesterday on\u00a0USA 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\u00a0The National Week of Conversation\u00a0bringing together Americans on both sides of the aisle for civil discussions of important issues. To learn more and to join the conversation, click\u00a0HERE.\nRead More\n\n\n\n\n\nIf you\u2019ve read this far, thank you!\nThe Influencer is a production from the team at Oxford Road.\nIf you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.\nInterested in seeing how we could help your business?\nContact us at\u00a0influencer@oxfordroad.com!","landing_redirection":""},{"id":1571,"title":"No Spin Meets the Media Roundtable:\nA Conversation with Bill O\u2019Reilly","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/84cf6a47-ea24-455c-aad4-95d0a9f2ca37_faa877f5-4b71-b347-12cb-690ab684019f.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/no-spin-meets-the-media-roundtablea-conversation\/","date":"June 16, 2021","description":"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\u2019t talk about the state of modern media without acknowledging Bill O\u2019Reilly\u2019s influence.\nO\u2019Reilly pioneered the advance of merging opinion into a nightly newscast and led Fox News to become the dominant network in cable news. Fox\u2019s success catering to partisan sympathies with O\u2019Reilly leading the charge created a formula that is now an industry standard for outlets large and small, left and right. Without Bill O\u2019Reilly, today\u2019s media landscape would be unrecognizable.\u00a0\nAs our guest on this week\u2019s 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 \u201cThe hero of the book.\u201d\u00a0\nCoincidentally, we recorded one day following the announcement of his upcoming\u201cHistory Tour\u201dwith none other than Donald J. Trump. We spoke candidly about this upcoming series of events and how he intends to bring his \u201cNo Spin\u201d 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.\u00a0\nMost compelling in his reflections is a simple remark he makes about the modern state of corporate media where he concludes, \u201cI\u2019m just glad I\u2019m out of it.\u201d If you\u2019re able to listen,let us know what you think.\nListen to the Episode HERE","landing_redirection":""},{"id":1573,"title":"Buy Local! The Case to Save Local News\nfrom Will Phipps of Protect Our Press","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7e53643d-395f-4699-8cbd-a456c2b689ae_0b1421b4-504d-ddd0-78d3-7ac9b751680a.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/buy-local-the-case-to-save-local-newsfrom-will-phipps\/","date":"June 9, 2021","description":"Quis Custodiet Ipsos Custodes? Translation: \u201cWho Watches the Watchmen?\u201d This is the question posed in this week\u2019s episode of The Media Roundtable by our guest, Will Phipps. Phipps is dedicated to charging Brands and Marketers through A&G’s initiative,\u00a0Protect Our Press“. We discuss the importance of local and reasons why we must unite to support this critical part of the news media ecosystem as it struggles for survival. While journalists, aka \u201cThe Fourth Estate,\u201d are needed to hold the powerful to account, it now falls to Corporations to support and hold this critical institution to account.\u00a0\nPhipps has been in the advertising industry for nearly three decades and knows firsthand how \u201cthe proliferation of programmatic media buying is the easiest way to reach audiences at the lowest costs.\u201d But, it\u2019s not all upside. Yes, you now have lower CPM\u2019s, but it comes at the expense of local media which Phipps believes is the key to bringing us back together. Local publications tend to be less polarizing and have proven their worth through the existential threat we have faced over the last year. As it turns out, only regional journalism can give you guidance through such a crisis as rules and resources vary from state to state and county to county.\u00a0\nProtect Our Press is doing important work and has a clear plan that empowers marketers to take action. This episode is an eye-opener to any brand or agency not currently prioritizing support of local journalism in their media plans and is an excellent complement to the work of The Media Roundtable as we seek to advance truth and civility in media.\nListen to the Episode HERE","landing_redirection":""},{"id":1572,"title":"The State of the Fourth Estate Part III:\nNYT\u2019s Ben Smith","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e43396fc-c004-4b66-a6e6-90c500250293_07f6e42e-2e85-83e2-4fae-c847c7ced58f.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-the-fourth-estate-part-iiinyts-ben\/","date":"June 2, 2021","description":"Here\u2019s what happens when you interview a once-in-a-generation journalist to discuss the wildly divisive industry he helped to create.\u00a0\nBen Smith is a journalist\u2019s journalist and has been described as one of the most powerful men in media. He was on the front lines as Politico turned political journalism upside down, eating The Washington Post\u2019s lunch until Jeff Bezos rescued them. Then as Editor-in-Chief of Buzzfeed News, he converted the Startupy brand from a receptacle for listicles into a legitimate journalistic institution. Today, Smith is the Media Editor for The New York Times and this week\u2019s guest on The Media Roundtable.\nThe scope of this episode is wide and consequential. As a changemaker and working reporter, Ben holds court on a number of topics, including cancel culture (or \u201cbad faith\u201d when spoken by liberals), holding brands accountable for living their values, the future of content moderation, including Zuckerberg\u2019s \u201cStar Trek global court…sitting around a glowing table in robes\u201d, how corporations are \u201cconstantly getting baited\u201d by social media to have an immediate response to cultural issues rather than a more methodical process for addressing concerns, adding that this is not just from customers but also feeling rising pressure from their own employees.\u00a0\nSimilar to our earlier episode with former CNN Washington Bureau Chief, Frank Sesno, Ben provides a true State of the Fourth Estate. You\u2019ll not only hear perspectives from one of the leading minds in the industry; he does it in a way that is easy to listen to and understand.\u00a0\n\nListen to the Episode HERE","landing_redirection":""},{"id":1568,"title":"Hint Inc. Founder, Kara Goldin\u2019s Journey\nto Creating Values-Driven Brand","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7887ebaf-c834-448b-a754-5a5fda9e3770_191d7408-ae03-8ff9-eb6f-fea2ff982e34.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/hint-inc-founder-kara-goldins-journeyto-creating\/","date":"May 26, 2021","description":"Entrepreneur, disrupter, and recent author, Kara Goldin is Founder & CEO of the fabulously successful Hint Inc., where she successfully created a category for unsweetened flavored water, transitioned from reliance on retail to opening D2C, and proved naysayers wrong at every turn. \u00a0\nEverything about Kara and the company she founded shows that doing well by doing good can be wildly successful. \u00a0As our guest on this episode of The Media Roundtable, she shares lessons from her journey that led to her publishing best-selling book,Undaunted: Overcoming Doubts and Doubters.\u00a0\nIn this episode, she shares how the genesis of her company and the successes along the way generally came from organic experiences that led to organic products and later profit. One of the key takeaways is that to truly make an impact, you\u2019ve got to pick your shots instead of being all things to all people.\u00a0\nThis is a welcome conversation in an age where societal pressures encourage us to dive into every conflict. For those of us trying to work out how to make a truly positive impact from the products and services we create to the voices we support, we would all do well to take a page from Kara.\u00a0\n\nListen to episode HERE","landing_redirection":""},{"id":1574,"title":"The Unwinnable Culture War:\nA Conversation with Radio Host Steve Deace","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6de32921-d264-4789-b96c-106446013428_391bda1d-993d-5c3e-dc09-aea9064e9e46.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-unwinnable-culture-wara-conversation-with-radio\/","date":"May 19, 2021","description":"Media Roundtable aims to provide views from left, right, and center, in hopes that through presenting perspectives different than our own, listening with intent to understand, and being open to opinions different than our own, we can begin to lower the level of polarization in this country. It\u2019s to this end we invited Steve Deace to come on the show.\u00a0\nDeace is a conservative Christian broadcaster and his podcastThe Steve Deaceshow is part of the Blaze family. On the surface, you\u2019d label him a party-line conservative, but as you dig in deeper, you find he\u2019s willing to go after people on his own side (R) and is a self-proclaimed member of \u201cTeam Elizabeth Warren\u201d as it relates to treating social media as public utilities.\nSteve shares some very strong views, diving into the role social platforms have played in making us more selfish, how we\u2019ve built a system where profit incentivizes propaganda, and how politics has torn apart the fabric of American society, turning neighbors into enemies.\u00a0\nDeace takes several positions that do not align with the values of Media Roundtable, in particular his decision to reluctantly participate in our modern culture war and his corresponding tactics. But make no mistake, Deace speaks for millions of Americans and issues a dire warning to brands that weigh in on thorny political topics. Some choice quotes on the subject here:\u00a0\n\u201cThe next generation of republicans will not protect business.\u201d\u00a0\n\u201cI have to warn folks in the corporate sector of the enmity you are creating. The reverb on this is going to be a son of a gun. Are you sure you want to go down this road?\u201d\u00a0\n\u201cThese corporations are putting us in a position where you\u2019re leaving us no choice but to punitively strike back.\u201d\u00a0\nRecent actionsby conservatives looking to answer groups like Media Matters and Sleeping Giants may prove Deace to be prescient.\u00a0\nAs you determine your approach to Corporate Social Responsibility, the decisions you make are not to be taken lightly.\nListen to the episode HERE","landing_redirection":""},{"id":1560,"title":"Using Conflict to Bring Peace; How One Marketer Leans Into Conflicts to Bring People Closer Together","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/05\/7b41b9b4-f007-4eae-89fc-e453b8ca81c5_ScreenShot2021-05-12at3.19.34PM.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/using-conflict-to-bring-peace-how-one-marketer-leans\/","date":"May 12, 2021","description":"What happens when the first job of your political career results in the historical presidential win for Barack Obama? Consider a lifelong career in politics? What if your second political job had you thrown into the midst of an ever-deepening social divide after the loss of Hillary Clinton eight years later? For our guest this week, it spawned action.\u00a0\nThis week on The Media Roundtable, we are joined by Ciaran O\u2019Connor, Chief Marketing Officer at Braver Angels, an organization founded after the 2016 election, in order to bridge our divided country by engaging with communities directly.\u00a0\nO\u2019Connor knows we have deep disagreements in this country but believes that’s the way it’s supposed to be; it\u2019s how we interact with whom we disagree that needs to change. His organization aims to bring both sides together through media content, workshops, skills training, weekly civil debates, and local community alliances. \u00a0\nBraver Angel\u2019s goal is to have 1% of the population committed to their cause, and they\u2019re breaking all the rules in getting attention. As CMO for the organization, O\u2019Connor ironically uses conflict to bring people together, and his approach is something from which all marketers can learn.\nMany marketers actively avoid or ignore conflict altogether (especially the political variety), but Braver Angel faces it head-on; encouraging debate and finding peace by uncovering common ground in the process. O\u2019Connor walks us through how he does it and shares some of the resources his organization has created to facilitate constructive conversations while addressing hot button issues. It\u2019s not a popular path, but as a country, we need to stop making people \u201cbad\u2019 just because we disagree, and diving into the deep end may be just the place to start. Learn more in this week\u2019s episode.\nListen to the podcast episode HERE","landing_redirection":""},{"id":1561,"title":"T-Pain Takes a Seat at The Media Roundtable\nand Buys Us a Drank","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/42d2c8a1-fc34-45f5-890a-3436cd68daba_T-Pain.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/t-pain-takes-a-seat-at-the-media-roundtableand-buys\/","date":"May 5, 2021","description":"The Media Roundtable has played host to multiple Emmy Award-Winning Journalists, Media Titans, Podcast Personalities, and a former Speaker of the House. Still, we\u2019ve never had a guest like T-Pain. This Rapper turned Singer turned Entrepreneur has won two Grammys, has collaborated with everyone from Lil Wayne to Taylor Swift, and disrupted the music industry with his innovative use of Autotune. Then he lost everything. Years later, T-Pain has reinvented himself by expanding his record labelNappy Boy Entertainmentinto a multifaceted media company with revenue streams including a Record Label, Gaming, Drifting, and his newest venture, Nappy Boy Radio. On this NSFW episode, T-Pain describes his journey and POV on the media landscape today as it impacts culture.\u00a0\nWe cover the usual topics like the Attention Economy, Cancel Culture, and Social Media and expand into how he approaches marketing, his brand, and the lessons he\u2019s learned going up the ladder of success, falling down, and going back up again. This is easily the most fun we\u2019ve had on the show, but you will be even more impressed by his vulnerability, insights, and inspiration. \u00a0\u00a0\nT-Pain lives theMedia Roundtable values, and based on how persuasive his lyrics are (you\u2019ll have to listen to get this one), we may have to ask him to rewrite it in his own persuasive style. T-Pain is on the cusp of launching his own show, the Nappy Boy Radio Podcast, with our friends at PodcastOne. Once you listen to this episode, you\u2019ll know why.\u00a0\nListen Here","landing_redirection":""},{"id":1558,"title":"Brad Berens PhD., IAB Editor-In-Chief Takes Us to School on the Impact of News on Brand Sponsors,And Everything Else","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/04\/326aa698-1983-40a9-a1f3-47921fa6e084_ScreenShot2021-04-27at11.42.03AM.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/brad-berens-phd-iab-editor-in-chief-takes-us-to-school\/","date":"April 28, 2021","description":"\u201cWe don\u2019t advertise in news content; it\u2019s too controversial,\u201d said a cacophony of brands just prior to the fall of our democracy. What happens to a society if the institution tasked with holding the powerful to account loses trust or retreats behind paywalls so that only the wealthiest in society have access to facts. This is the long-term risk as many brands abandon sponsor support of our Fourth Estate.\u00a0\nIrrespective of societal impact, forgoing news content may be to the immediate detriment of your business if you are in the avoidance camp.\u00a0\nThis week on The Media Roundtable, we are joined by Brad Berens, Editor in Chief at theInteractive Advertising Bureau (IAB), whose membership accounts for 86% of online advertising in the US, including podcasts. \u00a0\nThe conversation begins with Brad discussing the recently released,News Trust Halo Reportconducted by the IAB which found that84% of consumers feel advertising within the news increases or maintains brand trust.He also shares his perspective on the limitations of keyword blocking, choosing brand values that don\u2019t alienate people, and data suggesting advertising in the news can increase customer perception.\u00a0\nThis discussion travels from the history of journalism to the present, and into the future. This includes the sudden rise (and potential fall) of Clubhouse, Facebook\u2019s firm step into audio, and how the new privacy standards surrounding Apple will affect brand advertisers. Brad is not only one of the best-informed minds in our industry, but he also brings keen insights to bear. Among them, he describes a likely future where many corporations do not survive. This and many more insights are now available for free, in this week\u2019s episode of The Media Roundtable. Futuristorian.","landing_redirection":""},{"id":1566,"title":"Emmy Award-Winning Journalists Crack The Code To Reporting The News Without the Venom","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/04\/4cd8bf69-e552-4e49-80fe-8f7582db45ed_JillCarlo.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/emmy-award-winning-journalists-crack-the-code-to-reporting\/","date":"April 21, 2021","description":"As values-driven brands seek to \u201cDo well by doing good,\u201d they may find themselves biting off more than they can chew when they start making public statements about political issues, asmany are experiencingfollowing new Georgia Election laws. We covered ad nauseam the recent findings from theEdelman Trust Barometer, where corporations are more trusted for competence and ethics than government, media, and even non-profits. But how far should they go in weighing in on controversial matters of public concern? With companies to run and only so many hours in the day, where should they draw the line? How long can they maintain that public trust if they get pulled into the divisions that have been plaguing our country in recent years?\nAmong other topics, this is one of the areas discussed on this week\u2019s episode of The Media Roundtable, where we are joined by Emmy award-winning journalistsJill WagnerandCarlo Versano. Jill is an anchor for Financial News Network atCheddar, where Carlo is a Senior Producer. Together they Co-host \u00a0Need2Know, a daily consumer-focused newsletter, and podcast. Jill and Carlo seem to have found a formula for reporting the news, sharing perspectives, but removing the vitriol that can so easily descend into division, and they do this every day on theNeed2Knowpodcast.\u00a0\nAs the duo sits ringside on business news and issues that keep executives up at night, they bring a unique perspective as practitioners committed to advancing truth and civility in journalism.\u00a0","landing_redirection":""},{"id":1559,"title":"How The World\u2019s Largest Brands and Agencies\nare Taking on Brand Safety","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f05b6231-aa5d-450e-a84c-5a5483637949_eed7920d-7905-47da-88be-9f44a9c1a660.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-the-worlds-largest-brands-and-agenciesare-taking\/","date":"April 14, 2021","description":"This week, Dan sits down with two masters of media; Marla Kaplowitz and Rob Rakowitz. Marla is CEO of the 4A\u2019s, the advertising and trade association that works with over 700 agencies (including Oxford Road). Rob is the Initiative Lead at GARM, a chapter within the World Federation of Advertisers.\u00a0\nBetween these two groups, they support over 90% of global marketing spend, including every brand you can think of, including; Airbnb, P&G, Pepsi Co, Ikea, Kelloggs, CAA, Unilever, General Mills, Mastercard, GM, Adidas, Mars, McDonald\u2019s, Nike, Spotify, T-Mobile, Volkswagen, and hundreds more. Tasked with addressing the largest problems facing marketers, brand safety is a primary focus.\nThe discussion includes doing well by doing good through marketing, the importance of news, and the future of the industry. If you want a view from the top, this episode provides specific advice for brands and agencies and outlines the tools and resources to help companies live their values while protecting their brands.\u00a0\nListen to Episode HERE","landing_redirection":""},{"id":1554,"title":"Hugh Hewitt, A Republican You Should Sponsor","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2021\/04\/0a457c97-0d2d-4cba-9001-f853d90a534d_ScreenShot2021-04-12at10.10.28AM.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/hugh-hewitt-a-republican-you-should-sponsor\/","date":"April 7, 2021","description":"When Joe Biden said, \u201cWe need a Republican Party. We need an opposition that\u2019s principled and strong,\u201d he was talking about Hugh Hewitt. Hugh is an enigma. The Hugh Hewitt Show, through Salem Communications, reaches 2M+ listeners per week. Hugh is also the President of the Richard Nixon Foundation and proud to talk about his relationship with the former president, his affection for Mitch McConnell, and his three Trump Tattoos (one for each time the other former President insulted him publicly), whom he still voted for twice. But he\u2019s equally proud of his relationship with personalities that many Republicans despise, including Al Sharpton, Joy Reid, and Dr. Fauci, who is Hugh\u2019s favorite person in government. \u00a0\nHugh is not your typical conservative talk show host. He\u2019s never done a show about Cancel Culture. He refuses to gaslight his listeners for ratings, doesn\u2019t interrupt, and never asks \u201cGotcha\u201d questions whether he agrees with his guest or not. He chooses to appear on MSNBC over Fox and is a regular on Meet The Press. People who have known Hugh over the years will attest to his humility and fundamental decency in the way he treats all people. Perhaps this is why when he\u2019s slandered, it is usually Democrats who are first to rush to his defense, as did Ron Klain in the not-too-distant past. \u00a0\nHugh\u2019s focus is on being \u201cNPR\u201d for Republicans and, we discuss what that means at length in this week\u2019s episode of The Media Roundtable Podcast. \u00a0When you listen, you\u2019ll hear pearls that can help guide the way you program, sponsor, or treat the next person you see. “You can be wrong and not rotten, you can be right and awful. That’s the big distinction in this world. I want no part if right and awful, I just want people who are level-headed.” Hugh believes every content producer needs to \u201ccounter-program, within [their] program\u201d inviting opinions differing from [their] own and giving them the floor. He advises broadcasters to \u201cGet out of the Professional Wrestling Business.\u201d\nBringing it back around to advertising, Hugh provides a call to action we can all get behind: \u201cfind the good and buy ads on it.\u201d I hope you\u2019ll give Hugh the same courtesy and consideration he gives those who disagree with him. If nothing else, it\u2019s a fun conversation that folks on both sides of the aisle can benefit from hearing.\nDan\u00a0\nListen to the Episode","landing_redirection":""},{"id":1555,"title":"The World\u2019s First 100% Brand Safe Podcast Episode","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-worlds-first-100-brand-safe-podcast-episode\/","date":"April 1, 2021","description":"This week on theMedia Roundtable, Dan shares the blueprint to achieve 100% effectiveness in brand-safety.\u00a0\nAs a leader in the Podcast space, so many brands and content creators ask how our mission to advance truth and civility in journalism is really achievable. Advertisers always ask us,\u201cHow can we be sure what we are sponsoring won\u2019t be susceptible to controversy.\u201dIn partnership withAdFontes, since launching theMedia Bias Chart for Podcasts, lots of networks are now asking, \u201cwhat does a brand-safe podcast even sound like?\u201d This week we answer the question once and for all.\u00a0\nFor the first time ever, we\u2019ve conducted a live content demonstration of a 100% brand-safe show. So sit back, relax, and enjoy as we show you how it\u2019s done. Tune in to hear the details on how your brand can sponsor the type of shows that will never cause any potential negative feedback in the marketplace.\u00a0\nClick Here to Listen to Episode","landing_redirection":""},{"id":1552,"title":"Harder Than Sending a Rocket to Pluto, Former NASA\nSpace Engineer and current CEO of Ground News\nAddresses Challenge of Media Bias","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1a3492c9-c24c-49d2-9eb6-5fce61e68f7f_84e5a891-38f3-4816-b847-8e4168328a0c.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/harder-than-sending-a-rocket-to-pluto-former-nasaspace\/","date":"March 24, 2021","description":"The topic of media bias hits close to home for Kaur. Having been born in India, she describes a world where misinformation leads to mob violence and lynchings,EVEN TODAY. Living abroad before coming to the US, she describes the toll that state-sponsored media and unchecked bias can take on a nation. For Kaur, January 6th should be a wake-up call to stop using the news to spread a narrative.\nKaur shares how she used her engineering mind to solve the problem of identifying media bias and evaluating news stories from a more diverse, global perspective. Between sending rockets to space and fighting media bias, she finds the latter to be much, much harder.\nGround News\u2019comparison platform showcases how media outlets across the political spectrum and around the world are presenting stories, and then classifies those sources according to third-party evaluations of political bias. According to Kaur,\u201cIf you were to just rely on a single news source or single set of news sources in that settled spectrum, then you’ll miss out on the big picture.\u201dWhile many may think media slant occurs predominantly from one political position, Kaur believes both sides are equally guilty of injecting bias into the stories they tell.\n\u201cStorytelling is SO important in good journalism. It\u2019s not just about putting in the facts. It\u2019s about having an opinion based on their training, based on research, and what they understand of the issue. A fair opinion is not just purely there to enrage you or make you angry or click it. That\u2019s not helping anybody.\u201d\u00a0\nWe couldn\u2019t agree more. As consumers, we need to be aware of when this is happening, and as marketers, we need to support good journalism.\u00a0\nThat\u2019s what we\u2019re committed to doing with this podcast and with theMedia Roundtable, mobilizing Marketers to support truth and civility in journalism. With the help of leaders like Harleen Kaur and her work withGround Newsand Ad Fontes\u2019 work withPodcast Bias Chart, we hope to help marketers find a balance between their brand values and business objectives. Contact our team to find out more.\nP.S. Opportunities for sponsorship of Ground News may be forthcoming.\nListen to the Episode","landing_redirection":""},{"id":1557,"title":"Much more than an \u201cIdiot Box.\u201d NPR\u2019s Media Critic, Eric Deggans Joins The Media Roundtable to Discuss TV\u202a\u202c","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-media-roundtable-dan-sits-down-with\/","date":"March 17, 2021","description":"This week on The Media Roundtable, Dan sits down with NPR\u2019s media critic, Eric Deggans. Much more than an \u201cidiot box,\u201d Deggans argues TV is not just important; it is the \u201cheartbeat of society.\u201d \u00a0\nDeggans KNOWS television at a level 99.9% of the population simply can\u2019t. He\u2019s been a TV critic since 1997 and has had“a front-row seat to the industry exploding, first with cable tv then the streaming explosion, \u201dwhere he sees parallels in the exponential growth in the volume of available programs.\u00a0\n\u201cTV is important because it’s both a mirror and a catalyst in society that allows us to look at why something is popular, who it’s aimed at or why a show gets made, doesn’t get made, renewed or canceled.\u201d He believes television \u201cultimately tells us things about society and the conversations we’re having about family, romance, employment, race, and gender.”\u00a0\nThis comes through in many ways across all forms of media, but specifically, as it relates to tv, Deggans walks us through a few examples of where progress has been made and where it still has far to go. Further to the point, “the attention economy is the media economy now” and believes his role is “to help people figure out when something is trying to generate or grab their attention in a way that’s inauthentic or damaging or misleading or if something is really truly worth their time and attention.” With the current state of polarization, misinformation, disinformation, and hostility in the media, we couldn’t agree more.\u00a0\nListen Here","landing_redirection":""},{"id":1556,"title":"Great Minds Don\u2019t Always Think Alike - Bipodisan Shows How Media Can Help Us Heal with Jean Card and Robert Schlesinger","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/great-minds-dont-always-think-alike-bipodisan-shows\/","date":"March 10, 2021","description":"This week onMedia Roundtable, Dan interviews two guests who personify what we\u2019re trying to achieve on this podcast.Jean Cardworked as a top Republican communicator, including cabinet-level speechwriting in the George W. Bush administration, whileRobert Schlesingerbuilt a career as a journalist and Managing Editor for Opinion at U.S. News & World Report. On paper, their political views are miles apart, yet Jean and Robert can find common ground based on mutual respect and a 30+ year friendship since College. On their podcast,Bipodisian, Jean and Robert meet every week to engage in political conversations civilly. In a world where dehumanizing people on the other side passes for intelligent political discussion, the two show us how it should be done in this interview. \u00a0\nWhile they know finding common ground in politics is not a recipe for massive ratings, Jean and Robert discuss sacrificing short-term gains for the long-term future they\u2019re trying to build, as Dan says,\u201cit’s ok that this will not be the most sensational – we’re trying to build a house of bricks.\u201d\nToward the end of the conversation, Jean maps out how the media industry\u2019s transformation has lowered the bar for journalism. When the news was printed and channels were limited, the quality was the expectation. Today, \u201ceveryone is a columnist\u201d all they need to do is create their platform, present company included…\u00a0\nThis episode sets the bar for content creators to approach the potentially polarizing subject matter with grace and inclusion. For marketers, it\u2019s an example of the type of content that anyone can endorse. And for humans, it\u2019s a model we can all lean into with those around us who have a different opinion or perspective from our own.\nListen to Episode Here","landing_redirection":""},{"id":1553,"title":"What Makes Endorsements Work? A Radio Legend and Advertising Oracle Show Us The Way.","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-media-roundtable-we-shift-to-a-more-traditional\/","date":"March 3, 2021","description":"This week on Media Roundtable, we shift to a more traditional \u201croundtable format\u201d, with Dan interviewing two veteran media practitioners who describe how to use endorsements to change the course of a business. Bill Handel, is the polarizing, yet wildly entertaining morning drive host on Los Angeles Talk-Radio powerhouse, KFI, and the host of the top, nationally syndicated legal advice show in the country, Handel on The Law. Joining Dan and Handel is Scott MacDonell, former Head of Marketing for LegalZoom, and current Co-Founder and CMO of BizCounsel.\u00a0\nThis trio has a lot of history. Dan used to sell advertising space for Bill\u2019s radio station in LA, and Scott was one of Dan\u2019s first real clients, buying ad space on Bill\u2019s show. While the story of how they all came together years ago is almost a podcast episode in itself, the wisdom that has been acquired by these three since they first met, makes this episode a workshop for brand and performance marketers alike.\nScott provides the client\u2019s perspective. Cutting his teeth at Leo Burnett in Chicago, MacDonell gives listeners his blueprint for how to use the copy as a tool for lightening growth. He also discusses how his buying strategy has changed over the years given the shifting political climate.\nBill Handel provides an influencer\u2019s perspective. Having read advertising copy that has transformed hundreds of companies on air for more than 30 years, Handel says the audience can tell immediately if a host is just reading ads to get paid, or if they believe in a product. He has credibility with his audience and with those who run ads on his shows and doesn\u2019t sugarcoat how much has changed in the process of approving brand advertisers.\u00a0\nWhen these three first met, the advertising landscape was a different world. Hosts who determined whether or not they would promote a business, now brands are approving (or disapproving) hosts and we dive into the complexity of meeting your business objectives while honoring your brand values. It\u2019s a complex topic on most of our minds and who better to dive into it than these three who have been walking that line for decades together.\n\nListen to the Episode","landing_redirection":""},{"id":1551,"title":"Frank Sesno Says, \"The State of the Fourth Estate is a Mess; Questions are the Answer\"","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-state-of-the-fourth-estate-is-a-mess-questions\/","date":"February 24, 2021","description":"Building on last week\u2019s episode with Carl Cameron from Fox News, part two offers a behind-the-scenes look at journalism\u2019s devolution on Media Roundtable, with Frank Sesno, the Emmy Award-Winning, CNN Washington Bureau Chief, and Director at George Washington University. Frank IS journalistic integrity in human form. He presided over the end of an era at CNN and bemoans the current state of the fourth estate, declaring, \u201cIt\u2019s a Mess.\u201d\nFrank discusses his experience as a career journalist and the decline in focus on facts before ratings while recounting his direction to reporters during his time at CNN, asking them to \u201cAvoid two words when live on the air, \u2018I Think.\u2019\u201d Frank believes we lack curiosity in the media and in our culture, prioritizing assertions and accusations over investigation. Diving into the on-going challenge of urgency over accuracy, he says we use \u201cToo many exclamation points and not enough question marks.\u201d\nFrank acknowledges both sides are to blame for our polarized state, with bib throwers on the right and the existence of left-wing media bias, which has been met with defensiveness instead of accountability. Going on to add he \u201cloves opinion\u201d, but in order to have a healthy, engaged and informed culture, opinion should be based on fact, or it becomes very dangerous.\nToward the end of the episode, Frank has strong thoughts on the difficulty brands face to reach a divided populace but sees a profound opportunity for those who will embrace a values-based approach and develop “over the horizon” strategies about who they want to be and why.\u00a0\nAs the author of,Ask More: The Power of Questions to Open Doors,Uncover Solutions, and Spark Change, it\u2019s evident Frank is passionate about questions, making a compelling case for curiosity as a cure for what ails us. You can hear more from him in his new PBS special,Peril & Promise, as well as on his podcast,Healthy You: Surviving a Pandemic.\u00a0\nYou will leave this episode enlightened but also sad that Frank may be a remnant of a bygone era of journalism that truly sought truth with humility. The silver lining here is that Frank plays a crucial role in helping train journalists of the future through his work with GWU.\nListen to the Episode","landing_redirection":""},{"id":1693,"title":"State of the Fourth Estate, Part I: Carl Cameron, 20 Year Fox News Veteran, Chief White House Correspondent","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/state-of-the-fourth-estate-part-i-carl-cameron-20\/","date":"February 17, 2021","description":"In this week\u2019s edition of\u00a0The Media Roundtable, Dan sits down with \u201cCampaign Carl,\u201d Chief White House Correspondent and 20 Year Fox News Veteran,\u00a0Carl Cameron.\nCameron takes us behind the scenes from 1996 when he started at Fox News and the change from an honest pursuit of \u201cfair and balanced\u201d to the present self-proclaimed, approach to \u201cStanding up for what\u2019s right\u201d. Carl has interviewed every US President since Ronald Reagan and pulls no punches in this candid and sometimes scathing retelling of his experience.\u00a0\nWhile Fox may be the network that everyone loves to hate, we discuss the pervasive challenges in the Fourth Estate. As our journalistic institutions become increasingly partisan, chasing attention and competing with infinite online competitors, the loss of trust in media, and the inability to hold power to account is now causing cracks in the system and putting our republic in jeopardy. Carl describes the broader issue as \u201cmalicious partisanship of lies mixed with a business model that is solely focused on the numbers.\u201d\nAs brands retreat from the news format and quality journalism retreats behind paywalls, we have to wonder what happens to a country where only the most wealthy citizens can afford quality journalism. As the attention economy drives ad-supported media in a race to the bottom, polarization, misinformation, and violence increase.\u00a0\nIt may be time for the\u00a0business community to step in\u00a0and raise the bar on ad-supported news and opinion journalism. \u00a0\n\nListen to the Episode","landing_redirection":""},{"id":1690,"title":"The Definitive Grading of Super Bowl LV Ads","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/923ea7fd-a571-4633-9e4c-1aef91ab7151_superbowl.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-definitive-grading-of-super-bowl-liv-ads\/","date":"February 10, 2021","description":"By Kyle Jelinek w\/ Stew Redwine\nAs in years past, Oxford Road scored all the Super Bowl spots with Audiolytics\u2122, our proprietary taxonomy for commercials, and the Top Ten List will probably surprise you.\nIt\u2019s ok. We\u2019re used to it.\nBecause a high score in Audiolytics\u2122 doesn\u2019t mean it will be the most liked or generate the most buzz or even capture the most purchase intent.\nWhat it will do is capture the most purchases.\nBut all advertisers aren\u2019t focused on their Audiolytics\u2122 Score yet. Many who would have had spots in the Big Game opted out because they didn\u2019t want to hit the wrong tone or in anticipation of lower than average viewership (the latter proving to be confirmed), while most were entirely invisible. On top of that, it was the least viewed Super Bowl since 2007, at a reported price tag of $5.5M per 30-sec spot (down $100k from last year).\nSure, we saw \u201cThe Boss\u201d (who\u2019s now a cowboy?) slinging unity and Jeeps, The Bud Light Knight die an untimely death… again, a guy standing (sitting) in his field singing about oat milk, and a perceived 5-sec hack into the system by Reddit. And just like that, nobody will be talking about the class of 2021 after this week.\nThat\u2019s if we only look at the ads as entertainment. But if we look at them through the lens of Audiolytics\u2122, some might just translate to sales. If you haven\u2019t heard, Audiolytics\u2122 is Oxford Road\u2019s proprietary ad scoring system that measures an advertising message\u2019s potential to drive sales by evaluating it on 9 Key Components and 71 Subcomponents. In short, Audiolytics\u2122 is the measuring stick we use to ensure the messages we put into the marketplace are structurally sound for maximum performance. Here are the critical components of a great performance ad defined by the Audiolytics\u2122 taxonomy for new readers.\n#1 Setup – What is the problem you\u2019re solving? Who are you solving it for?\n#2 Solution – What is your solution to the problem?\n#3 Positioning – How do you compare to the alternatives to your solution?\n#4 Demonstration – How does it work?\n#5 Substantiation – Why believe you?\n#6 Offer – Will you be giving something extra for responding?\n#7 Scarcity – How long is this offer available?\n#8 Path – How do you get the product or service?\n#9 Execution – What is the tone and feel of the ad?\nUsing this grading system, we\u2019ve evaluated every ad from this year\u2019s broadcast, and per usual, none of them scored a grade over 90% (which is the benchmark we here at Oxford Road use to ensure every ad we put in the marketplace is poised for success). There were, however, a few ads that came very close. They\u2019re not the ads making headlines, but according to our data, we believe these ads have the best chance of driving actual performance for their brands. Not to toot our own horn, when this methodology predicted T-Mobile to have been the best ad in 2019\u2019s Super Bowl, it turned out to be the most effective thing they ever did.\n#10 Cutwater: Cut Out With Cutwater – Total Audiolytics\u2122 Score – 69%\nEveryone needs a cocktail on the go, right? Anheuser-Busch\u2019s canned cocktail brand Cutwater Spirits\u2019 first Super Bowl shows how fun alcoholism can be with hot people drinking cocktails in the mountains. But it hits the mark on Substantiation (Audiolytics\u2122 Key Component #5) by showcasing that it was the most awarded canned cocktail.\u00a0\n#9 Microban 24: Keep Killing Bacteria For 24 Hours – Total Audiolytics\u2122 Score – 70%\nPerhaps the most timely of the bunch was Clorox\u2019s Microban ad because everything needs to be disinfected all of the time. This ad crushed it on Demonstration (Audiolytics\u2122 Key Component #4) by showing how the product is used in practically every shot.\n#8 T-Mobile: Adam Levine Sets Up Gwen and Blake – Total Audiolytics\u2122 Score – 72%\nFirst, this ad let the world know that nobody on The Voice can act. More importantly, we also learned that T-Mobile has more #1\u2019s than any other 5G network. This is what we call Positioning ladies and gents (Audiolytics\u2122 Key Component #3).\n#7 Jeep – The Middle – Total Audiolytics\u2122 Score – 73%\nPerhaps the ad that made the most serious attempt at providing a positive message, Jeep, via Bruce Springsteen, nailed Execution (Audiolytics\u2122 Key Component #9). While we didn\u2019t know The Boss was a cowboy (and at the time didn\u2019t know he was recently charged with a DUI), this ad\u2019s message of unity was pitch-perfect for these times, \u201cthere\u2019s hope on the road up ahead\u201d.\n#6 Mountain Dew – WIN $1MILLION! – Total Audiolytics\u2122 Score – 80%\nJohn Cena driving down the road in a watermelon-inspired convertible? It sounds weird, and it was. But Mountain Dew\u2019s showing at this year\u2019s Super Bowl had something few advertisers on the big game ever do, an Offer with a clear Path (Audiolytics\u2122 Key Components #6 and #8). Just be the first to count and tweet the number of bottles in the ad, and win a million bucks! Sounds easy enough.\n#5 Skechers – Skechers Max Cushioning \u00a0– Total Audiolytics\u2122 Score – 82%\nTony Romo drives a monster truck, and his wife is the main character from The Princess and the Pea, but all of this ridiculousness didn\u2019t stop this commercial from hitting our top 5. The spot nailed the Value Prop (Audiolytics\u2122 Key Component #2) by showcasing how Skechers has maxed out the cushioning in their new line of shoes. Plantar fasciitis sufferers unite.\u00a0\n#4 DraftKings – Fourth Quarter Prediction Challenge \u00a0– Total Audiolytics\u2122 Score – 83%\nHey America, don\u2019t just watch, play this little game and maybe win a million dollars. Like Mountain Dew, this ad has a great Offer and a Path plus a solid Setup (Audiolytics\u2122 Key Component #1). For all of the degenerate gamblers out there, you can bet on sports legally from your phone, hooray!\n#3 Scotts – Keep Growing – Total Audiolytics\u2122 Score – 84%\nThis one has a lot going for it, like Martha Stewart, John Travolta, and Stanley from The Office all tending to garden duties. But its use of an Offer, Path, Positioning, and Execution drove this ad to the number 3 slot in our ranking.\n#2 Rocket Mortgage – Certain is Better – Total Audiolytics\u2122 Score – 84%\nTied with Scotts is Tracy Morgan as the spokesperson for Rocket Mortgage. The whole ad is a lesson in Positioning and Substantiation, all centered around the fact that with Rocket, you can \u201cbe certain\u201d. The spot also gets high marks by providing a clear Path and Execution.\u00a0\u00a0\n#1 Paramount+ Expedition | Sweet Victory – Total Audiolytics\u2122 Score – 87%\u00a0\nFinally, we make it to the summit, and it shall be named Paramount. This suite of ads, while entertaining, also delivered the goods for almost every Audiolytics\u2122 Key Component. It can be done. The only thing they were missing was an Offer and Scarcity, but it did so much else right, it took our number one spot. Had they added some kind of limited time offer for early streamers or a contest like Mountain Dew, this ad would have achieved over 90% in our grading. Bravo, Sir Patrick Stewart, bravo!\n____________________________________________________________________________\nAnd there you have it. The only Super Bowl commercial ranking that actually matters. To learn more about how Audiolytics\u2122 can supercharge your creative to a level that would outperform every Super Bowl ad out there, reach out with an email, we\u2019d love to help.\u00a0\nOh yeah, and Audiolytics\u2122 just got an upgrade.\nWe\u2019re now combining our 71 Subcomponents with a backend multi-variate testing technology so that you can run optimized ads across ALL channels based on real-time, in-market performance data.\u00a0\nNo more guessing. No more opinions.\u00a0\nWe will test keywords and phrases in hundreds of digital ad permutations to help you arrive at the best performing words.\nIt\u2019s called \u201cAudiolytics\u2122 X.\u201d Ahhh yeah.\nFor a FREE demo on how it all works, click here.","landing_redirection":""},{"id":1533,"title":"David French(ism) Takes a Seat at the Media Roundtabl\u202ae\u202c","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/davidfrenchism\/","date":"February 10, 2021","description":"We\u2019re sharing the third installment of our podcast,The Media Roundtable. This week, Dan sits down with David French, Senior Editor ofThe Dispatch, Host of the Podcast, \u00a0Advisory Opinions, and author of the sobering book,Divided We Fall: America’s Secession Threat and How to Restore Our Nation.David French, who inspired widespread debate over what has been coined:David Frenchism, has been a vocal critic of the right, without shifting his conservative views and has suffered the consequences. In this episode, he opens up about threats he and his family received in the wake of being a Republican who publicly denounced Trump, shows us how increased cultural and media fragmentation has ignited a sense of real threat to our country, and calls us to choose the kind of people and brands we want to support for reasons we can defend in the public square of today’s society. For those of us carefully walking the line between business objectives and brand values, David brings a level of intellectual honesty to the conversation that can help us on the path. He brings a balanced perspective to topics like \u201cCancel Culture\u201d, \u201cOutrage Mobs\u201d, and advises content creators: \u201cBe the Media you think Media Should Be\u201d.\u00a0\nListen to the Episode","landing_redirection":""},{"id":1477,"title":"The Knights of the Media Roundtable","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3869258d-11e6-461c-91f6-037b65faf19c_1Feb.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-knights-of-the-media-roundtable\/","date":"February 3, 2021","description":"AND, WE\u2019RE BACK\u2026 This week, our very own Podcast returns for Season Three with a few new twists: We have a new name,The Media Roundtable, and a new home as we are pleased to announce our new partnership with PodcastOne. Similar to our previous seasons, we will explore the evolving media landscape and the impact that the content we sponsor has on the negatively polarized state of our nation.\nWhat\u2019s also new is that this time, it is more than a Podcast;Media Roundtableis a movement. Our aim is to mobilize marketers to support truth and civility in journalism. While brand safety and suitability is a goal for all of us, we must go beyond keyword blocking or genre narrowing and beyond allowing business objectives to supersede brand values. The modern shift to stakeholder capitalism means we all have a duty not just to protect ourselves, but our stakeholders. None of this is possible in a media environment that pits left against right and exploits divisions for profit.\u00a0\nIt\u2019s a lot to take in, I know. But if you\u2019re reading this, you have a part to play on the road to healing the divides that threaten us.Start here.\nIn episode one,What is The Media Roundtable?, we recap the call to action issued by President Biden in his inaugural address for ALL OF US to strive for national unity and in his words, the answer is not to turn inward, to retreat into competing factions, distrusting those who don\u2019t look like you do, or worship the way you do, or don\u2019t get their news from the same sources you do. We must end this uncivil war that pits red against blue, rural versus urban, conservative versus liberal.\u201d Dan takes these words and walks through the history of how media has made the problem worse and outlines our vision and strategy to do our part as Brands, and Media and Marketing practitioners.\u00a0\nIn episode two, Knights of the Media Roundtable, we assemble our Media Roundtable Founding Partners for a panel discussion about the divided state of our union, sharing our vision and plans to make positive change.\nDan leads a discussion of expert panelists including:\u00a0\nBob Bordone – Senior Fellow at Harvard Law School and Head of theCambridge Negotiation Institute\nVanessa Otero – CEO & Founder ofAd Fontes Mediaand Creator of the Media Bias Chart Media Bias Chart\nShane Pittson – Head of Marketing forquip, the electric toothbrush\nJennifer Laine – Head of Marketing atOxford Roadand Executive Director of theMedia Roundtable\nKeith Allred – Executive Director for theNational Institute for Civil Discourseand President ofCommon Sense American\nIf you are a reader of The Influencer, there could hardly be a more important conversation in 2021. We invite you tolisten, tosign our pledge, and to engage with us on the journey.\u00a0\nJoin us on our quest as though the fate of our nation depends on it, cause it kind of does.\nListen to the Episode","landing_redirection":""},{"id":1567,"title":"James Bond's Branding Masterclass","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/bf486edb-26a9-4b85-bf03-e8d7e9ccc469_200220-omega-james-bond-no-time-to-die-ad-1-472.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/james-bonds-branding-masterclass1\/","date":"January 27, 2021","description":"By: Giles Martin, \nWhy is\u00a0this\u00a0film 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.\nI\u2019m 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\u2019s a brilliant idea and brilliantly executed. And this just makes the ad even more powerful.\u00a0\nInstead, I\u2019m going to focus on only a part of the ad\u2019s effectiveness, and how I see the\u00a0branding\u00a0working. 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.\u00a0\nThis is a story-based ad, and part of the beauty of the branding here is that it doesn\u2019t distract from the story or its power. This is essential. If you\u2019re going to use storytelling as the branding device \u2014 and there is a lot of evidence to suggest that telling stories is one of the most powerful ways to build brands \u2014 the story must be strong. You need to dedicate time (air time) to the story and do not have the luxury \u2014 if that is the right word \u2014 of hawking your product heavily.\nInstead 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?!\nThis is illustrative of why branding is worth undertaking, and why the\u00a0Economist\u00a0reports \u201cBrands are the most valuable assets many companies possess,\u201d going on to quote Millward Brown\u2019s estimate that brands account for over a third of the value of the S&P 500. Ready to brand, then?! Let\u2019s begin!\nThe ad opens with \u201cHeineken Presents: Daniel Craig vs James Bond\u201d. It\u2019s 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.\nNote 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\u2019s minds. This is a brand that knows it\u2019s good. Viewers can feel confident about this brand, and themselves too.\nSo, 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 \u201cHeineken Presents\u201d billing.\nIn 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\u2019s a single bottle on an otherwise empty tray not only draws attention to the product, but also implies importance, and the luxury of space.\nThe waiter and the tray may seem like small touches, but they\u2019re very smart and most likely very important (see\u00a0Paul Feldwick\u2019s\u00a0upcoming 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.\u00a0\nThese are just some of the powerful yet subtle aspirational signals linked to the Heineken brand in this footage of the waiter \u2014 and it\u2019s only seconds of film! Luckily for marketers, the subconscious mind \u2014 where almost everything happens \u2014 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\u2019s easy to understand why so many people claim \u2014falsely \u2014 that they are not affected by advertising.\u00a0\nAlso 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\u2019re a man) don\u2019t 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\u2019s an interesting question which arises here, which is how effective is this commercial with women? Please share your thoughts!)\nWe 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.\u00a0\nThis is just part of the reality of branding, however. It certainly can be risky. The risk is part of the game. That\u2019s why the question at the bottom of our branding quest at Oxford Road is, \u201chow can it be made less risky?\u201d. It\u2019s important to deeply understand different models of how branding works, and to analyze outstandingly good brand ads \u2014 which brings us back to our task here\u2026\nThis 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.\u00a0\nEven though the Heineken brand doesn\u2019t 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\u00a0tens of millions\u00a0of dollars for the rights to use them.\u00a0\nSo even though the brand doesn\u2019t feature in these 40 seconds, these seconds\u00a0are still\u00a0serving 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.)\nMoreover, this \u201cunbranded\u201d 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\u2019s 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 \u2018traditional\u2019 branding happening during this time, it is actually very effective.\nHowever, (as the Ehrenberg guys note – and we should listen to them!) it\u2019s 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 \u2014 when a Heineken lorry drives past. It appears again two or three seconds later, although (interestingly) doesn\u2019t show any branding in that particular shot. Perhaps it doesn\u2019t matter \u2014 so much good branding work is already being done.\nWhen 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\u2019s been over a minute since we\u2019ve seen the brand by this point. When it appears again here it is accompanied by DC\u2019s 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\u2019s 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\u2019t that actually what we all want more than anything at the end of the day? It\u2019s wonderfully aspirational.\nAnd it\u2019s 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.\u00a0\nWhat 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\u2019s 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\u2019s creating an irrational and emotional preference for the brand.\nThe 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\u2019s 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.\u00a0 (And really high-quality ads like this have a neural impact that is far greater than the\u00a0typical\u00a0tiny effect of a\u00a0typical\u00a0ad, and so even more revenue is generated.)\nIn summary: if you\u2019re hesitant about branding, know that it can have enormous value. If you\u2019re skeptical about its practice, know that risk can be reduced (with a more scientific understanding.) If you\u2019re unsure of if and how and when to approach it, that\u2019s perfectly normal. It\u2019s nothing to be embarrassed about. We suggest you talk to a discreet, qualified professional. We would always be glad to hear from you.","landing_redirection":""},{"id":1633,"title":"A Call For Unity","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f7c1c964-a0df-4465-8b25-a417415dabae_inauguration.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-call-for-unity\/","date":"January 20, 2021","description":"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.\n\u201cTo 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!\u201d\n\u201cWe must end this uncivil war that pits red against blue, rural versus urban, conservative versus liberal.\u201d\n\u201cWe 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.\u201d\n\u201cLet’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.\u201d\n\u201cWe 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.\u201d\n-President Joseph R. Biden\nFor 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.\u00a0\nIn the coming weeks, The Influencer will invite you to join us in embracing this challenge and share the steps we\u2019re 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 \u201cother\u201d, and to help unite those around you for the sake of our nation as we move into this next chapter? Let\u2019s do this together.","landing_redirection":""},{"id":1604,"title":"Advice for Marketers in a Post-Capitol Siege World","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/cb1a93c2-ed94-4956-b34c-93e9924ab59e_capitol.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/advice-for-marketers-in-a-post-capitol-siege-world\/","date":"January 13, 2021","description":"By Kyle Jelinek\nIn the days following the siege in the Capitol, the media landscape has changed dramatically. We foretold this expanding chasm last week, and unfortunately, it\u2019s 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\u2019ve 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.\u00a0\nIn 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.\nTake a Short Pause\nAny 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\u2019t 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.\u00a0\nCollaborate and Consider\nIf you’re a client, schedule time to meet with our team to better define your plan to move forward. We suggest a simple, \u201cGreen, Yellow, Red\u201d approach. In other words, some conversations are always permissible. Some are never. Then there\u2019s the grey area in between, or \u201cYellow\u201d. 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.\u00a0\nEngage\nConsider 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 \u2014 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 \u2014 and what you do not.\u00a0 If you need mediation or a supportive third party to navigate, we\u2019re happy to make some referrals.\u00a0\nTake the Long View\nIf you are a regular reader of The Influencer, there\u2019s a good chance you did not vote for the re-election of Donald Trump. However, 75 Million Americans did. You don\u2019t 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.\u00a0\u00a0\nLet\u2019s 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.\nWe are here to help you do your part to accomplish your goals while strengthening and supporting your fellow citizens \u2014 and, where possible, move our nation toward healing.\n\nA Marketer\u2019s Guide to Managing Sudden Influencer Controversy\nDon\u2019t Become a Victim of the \u201cOther\u201d Trade War\nShould Brands Leave an Advertising Slot Because Its Show Hosts Are Problematic?\nWhat actually happens when ads are pulled over political controversy\nAnd Of Course, Our Podcast, The Divided States of Media","landing_redirection":""},{"id":1598,"title":"Oxford Road\u2019s Top 13 Predictions for 2021","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b42e2616-120f-4620-8d55-afd257b0cd9b_crystal_ball_crop.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-roads-top-13-predictions-for-2021\/","date":"January 6, 2021","description":"Welcome to the Warring \u201920s\nAt Oxford Road, we\u2019ve been reading the industry\u2019s 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\u2019s likely to get worse before it gets better. HAPPY NEW YEAR!\n1.\u00a0\u00a0\u00a0 Podcast Hits $1B in Revenue Before Black Friday\nThis one\u2019s 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\u2019re forecasting that the $1B mark is hit ahead of schedule.\n2.\u00a0\u00a0\u00a0 Podcast Acquisitions Slow and Narrative Shifts To Mergers and Talent Acquisitions\n2020 was the year of podcast acquisitions. From Spotify\u2019s massive entry into the space earlier in the year to Amazon\u2019s recent acquisition of Wondery, there are far less 9-figure networks to conquer. The biggest players have already been purchased, and what\u2019s left is unlikely to attract massive interest. However, we expect further consolidation in the industry possible and more \u201cone-off\u201d buy-ins for individual shows like Spotify did with Joe Rogan.\n3.\u00a0\u00a0\u00a0 Radio Sees Dead Cat Bounce\nRadio 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\u2019s 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.\n4.\u00a0\u00a0\u00a0 Personalized Creative Makes Headlines\nWith 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 \u2014 personalized creative that is custom-tailored to your target audience will start to take over. We\u2019re already seeing this grow in OTT, and Audio is just getting started. But don\u2019t worry, partners like A Million Ads and Marpipe are helping marketers develop a massive amount of iterations.\u00a0\u00a0\u00a0\n5.\u00a0\u00a0\u00a0 Amazon Fuses Smart Speaker and Podcast, Forming Dynamic Audio Experiences\nNow 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\u2019ve been calling this for a while, but the latest transaction with Wondery just brought us a lot closer.\n6.\u00a0\u00a0\u00a0 Media Curtain Falls Between \u201cStop the Steal Republicans\u201d and Everyone Else\nThe 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 \u201cStop the Steal\u201d 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.\n7.\u00a0\u00a0\u00a0 Rise of the Middle\nLord, 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.\n8.\u00a0\u00a0\u00a0 Ad Loads Increase on Podcasts\nBecause they\u2019ve 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\u2019ve already seen several of our long term partners begin cramming 10 pounds of ads into a 5-pound bag, but it\u2019s just the beginning. The days of one or two advertisers per episode are waning \u2014 start monitoring this quiet shift as your favorite shows become the audio version of the discount bin at Ross.\u00a0\n9.\u00a0\u00a0\u00a0 Exclusivities Disintegrate\nPerhaps 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\u2019ve secured the category exclusivity for a period of time. We\u2019re already battling networks on this point and the end result is likely a world where \u201cepisodic exclusivity\u201d is all any network can guarantee. Expect talent reads to come at a premium as well.\u00a0\n10.\u00a0 Progress in Local Podcasts\nFor those paying attention, this was one of our projections last year but we\u2019re 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\u2019s most attractive attribute is its hyper-local reach.\u00a0\n11.\u00a0 International Podcast Placement Market Becomes Topic of Conversation\nNow that many podcasts have the ability to geo-target, we can isolate individual countries and expand client\u2019s advertising presence outside of these here United States. We\u2019re 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).\n12.\u00a0 Rise of the ZoomCast\nEveryone 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.\n13.\u00a0 Pixel Tracking Becomes Norm, but Gets Called Into Question\nThe 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.","landing_redirection":""},{"id":1601,"title":"Our 2020 Industry Predictions Graded","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b42e2616-120f-4620-8d55-afd257b0cd9b_crystal_ball_crop.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-2020-industry-predictions-graded\/","date":"December 30, 2020","description":"Happy New Year from Oxford Road! As this year draws to a close, we\u2019re 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\u2019re checking to see which prognostications stuck and which fell short.\nPrediction #1: The Industry Goes All-In on DAI \u2014 6\/10\nYes, Dynamic Ad Insertion has continued to take over the podcast world, and while many shows we used to buy \u201cbaked in\u201d have gone DAI, it\u2019s still about 50\/50.\u00a0\nPrediction #2: Voice is the New Internet \u2014 7\/10\nVoice technology has seen major strides this year, and we\u2019re now seeing very strong performance for a number of advertisers who are pioneering the space \u2014 but it\u2019s still not as ubiquitous as we had hoped last year.\u00a0\nPrediction #3: Media Polarization, Advertiser Controversy \u2014 10\/10\nDan 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 \u2014\u00a0 The Media Roundtable. With the tools provided on this site, our hope is that we can collectively stop \u201ccancel culture\u201d and work to bring this nation back together.\nPrediction #4: Scales Tip From Traditional To Digital Media \u2014 10\/10\nAnother 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.\u00a0\nPrediction #5: Podcast Attribution Takes More Baby Steps \u2014 9\/10\nPodcast attribution was in need of a massive update and we started to see it this year. No attribution model is perfect, but we\u2019re feeling better and better about pixel tracking from our partners in the podcast space. So much so that we\u2019re now making it a mandatory recommendation for all new advertisers to the space.\u00a0\nPrediction #6: Brand Marketers Continue To Drive Up Podcast Premiums \u2014 7\/10\nYes, brand advertisers continue to drive up the cost of the podcast placements we\u2019ve loved for years \u2014 and while it\u2019s still a buyer\u2019s market for performance advertisers, that may be coming to an end.\u00a0\nPrediction #7: Brand Budgets Increase, for Now\u00a0\u2014 8\/10\nInternally, we\u2019re hearing a lot more about a client\u2019s need to push their brand dollars. While it didn\u2019t necessarily transpire in 2020, we expect this trend to continue in 2021.\u00a0\nPrediction #8: Podcasts Are the New Blogs \u2014 4\/10\nNot 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.\nPrediction #9: Koala Corps Reaches First Milestone \u2014 6\/10\nWe missed the mark on this one by year\u2019s end, but are optimistic it won\u2019t be much longer. Every day at children\u2019s 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\u2019t hit our goal. Help us achieve this first milestone by learning more and contributing here.\nPrediction #10: Smart Speakers Grow a Personality \u2014 7\/10\nYes, Samuel Jackson can voice your smart speaker, but we\u2019re 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.\u00a0\nPrediction #11: You\u2019re Going To Start Feeling Stupid for Not Having a Voice App \u2014 7\/10\n2020 was the year of Podcast, but we\u2019ve seen great strides in smart speakers. Performance for the channel looks better than ever \u2014 you may be behind the 8-ball if you don\u2019t have a voice app, so it\u2019s time to get moving.\u00a0\u00a0\nPrediction #12: People Start To Calm Down About Podcast \u2014 2\/10\nAgainst 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\u2019re still not done. Yes, the Podcast boom will slow, but it\u2019s not done just yet.\u00a0\nPrediction #13: Multi-Variate Testing Emerges in Audio \u2014 5\/10\nWe\u2019ve 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\u2019re only scratching the surface so far, but the future looks good.\u00a0\nPrediction #14: Local Podcasts Rise \u2014 2\/10\nNot yet. We\u2019re seeing some hyper-local podcasts emerge but they have not seen the massive jump predicted last year.\u00a0\nPrediction #15: Audio Stays Hot \u2014 6\/10\nWhile podcast listenership spiked, radio dragged. Thanks, Rona!\nPrediction #16: Multi-Length Audio Coming To a Speaker Near You \u2014 7\/10\nNot 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.\u00a0\u00a0\nPrediction #17: Subscription Audio Rises \u2014 2\/10\nWhile 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.\nPrediction #18: Overuse of the Term: \u201cFull Stop\u201d \u2014 5\/10\nWhile 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.\nPrediction #19: Spotify overtakes Apple \u2014 8\/10\nOh yeah, Spotify has destroyed Apple in the Podcast space from a content perspective. However, the \u201cCupertino King\u201d still owns distribution \u2014 but that may be also on the decline.\nPrediction #20: Automation Finds its Limits \u2014 10\/10\nDespite the industry’s wish to yield similar results using canned voices and \u201cproducer-read\u201d 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.\nDan Gets a \u201cD\u201d\nThis 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 \u201cD\u201d is a 2020 \u201cB+\u201d.\u00a0\nTo 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\u2019ll hear a lot more from us regarding our mission to bring the media landscape together and forge a new path of unity. We\u2019re happy to say goodbye to 2020 and look forward to all that 2021 will bring. Happy New Year!","landing_redirection":""},{"id":1607,"title":"Marketing in 2021: Conflict Readiness and Resilience","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0d216a85-4ae8-4732-a82e-c38555a6349e_resolve.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/marketing-in-2021-conflict-readiness-and-resilience\/","date":"December 23, 2020","description":"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\u00a0Media Roundtable.\u00a0\nIn 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\u2019s 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:\n\u201cConflict 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.\u201d\nBob has written an article titled,\u00a0Understanding and Organizing for Conflict Readiness and Resilience, which we believe is a mandatory piece of curriculum for all\u00a0Influencer\u00a0readers. Whether you are a brand marketer or just a human heading into the holidays with your family or friends, Bob\u2019s piece is an informative read that will shape the way we all move into 2021.\n -Dan\nREAD MORE","landing_redirection":""},{"id":1528,"title":"Conflict + Resilence - Media Roundtable","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/a7993e36-b39e-4a69-98bf-9c5ba2b59377_12.23.20.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/conflict-resilence-media-roundtable\/","date":"December 23, 2020","description":"By Bob Bordone, Cambridge Negotiation Institute\n\nIn 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. \nIf 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\u2019d like to share a bit about both.\u00a0\nIn 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.\u00a0\nAt 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.\u00a0Some tools that can help leaders navigate an ever-more pluralistic and diverse society are as follows: \n\nCONFLICT RESILIENCE\n\u201cConflict resilience\u201d 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.\nOne noticeable shift over those two decades was the reduction in many students\u2019 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. \nThere 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\u2019t want to do that, they simply avoid conflict altogether. But avoidance over the long term means problems don\u2019t 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. \u00a0\nConflict resilience isn\u2019t just about leaning into a conflict and expressing one\u2019s 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\u2019s attitude toward conflict, being open to asserting one\u2019s viewpoint with authenticity, and listening with generosity and grace. The skillset: the performative words and actions that put mindset to action. \nMy 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\u2019t come to most of us naturally. And all too often, people don\u2019t take the time to learn them, meaning that they either avoid or they blunder through clumsily doing damage along the way. \nIn the world of media, these conflict resilience skills are essential. Conflict is inevitable. But how we handle that conflict makes all the difference. \n\nBUILDING CONTAINERS AND PROCESSES\nBuilding individual and collective conflict resilience skills matters.\u00a0But then, to bring people together to work things out, it\u2019s important to be able to build low-risk containers for people to do it.\u00a0This 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\u2019ve worked in incredibly contentious conflicts \u2013 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.\n\nDesigning a set of processes and protocols that can handle conflicts when they arise is essential.\u00a0\n\nEspecially 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. \u00a0And 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. \u00a0\nAnd 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). \nLet 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. \nImagine 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. \u00a0\n\nMORE ON BEING CONFLICT READY\nTo be conflict ready, you want to have three things in place. \n\nYou want to be sure that your team has some skills and training in conflict resilience\nYou 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.\nYou 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.\n\nThe work I do helps to build all three:\nI 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 \u201ccontainers\u201d \u2013 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. \nThe media landscape in this moment of intense political polarization is fraught with landmines.\u00a0 \nBuilding 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.","landing_redirection":""},{"id":1606,"title":"Using the Media Bias Chart for Brand Safety?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/20b32295-bb61-4101-b68e-f627cf1202a2_bias_chart.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/using-the-media-bias-chart-for-brand-safety\/","date":"December 16, 2020","description":"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.\nSome 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.\nEnter Ad Fontes: Creators of the\u00a0Media Bias Chart\nAd Fontes provides the most objective analysis of the media landscape that humans can provide. If you\u2019re 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.\u00a0\nAs the first step in this process, Vanessa Otero, CEO and Founder of Ad Fontes, has developed a guide outlining \u201cHow To Tell What\u2019s True In The News\u201d. It\u2019s a must-read and just the beginning of their contribution to the Media Roundtable.\u00a0\nIf you haven\u2019t yet, please visit\u00a0Media Roundtable\u00a0to see what we are up to. Those who sign\u00a0the pledge\u00a0will 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.\u00a0\u00a0\n2021 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.\u00a0\n-Dan","landing_redirection":""},{"id":1605,"title":"The Media Roundtable Pledge","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0f97cef1-712c-4d6e-992d-5fb31b9b2365_media_blur.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-media-roundtable-pledge\/","date":"December 9, 2020","description":"By Dan Granger, Founder & CEO\nOxford Road\nLast week, we announced the launch of\u00a0MediaRoundtable.com\u00a0and 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\u00a0MediaRoundtable.com\u00a0and sign our\u00a0pledge\u00a0in support of these efforts. This week, we want to go into a bit more detail on what the\u00a0pledge\u00a0stands for and what it means to be a member of the\u00a0Media Roundtable.\nAmerican 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.\u00a0\u00a0\nThe 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:\u00a0\n\u00a0\u00b7\u00a0 Unity In America Is In Decline Due To Our Increasingly Hostile Divisions.\n\u00b7\u00a0 Modern Media Is Deepening Our National Divide By Rewarding Polarizing Forces With Outsized Attention; Accountability To De-escalate Tensions Is Required.\n\u00b7\u00a0 Brands Can Help Unify The Nation By Supporting Media That Favors Fairness, Decency, And A Respect For All People.\n\u00b7\u00a0 Brands Can Have A Greater Impact By Collaborating With Media Partners Before Terminating Relationships Where Divisions Occur.\n\u00b7\u00a0 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.\n\u00b7\u00a0 Corporate Stakeholders Are Better Served When The Nation Is Not At War With Itself.\nWe believe that those of us in advertising and media have a special opportunity to help put our fractured nation back together!\u00a0 If you haven\u2019t already done so, please sign the\u00a0pledge\u00a0today. 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.\n-Dan\n\u00a0\nRead More","landing_redirection":""},{"id":1599,"title":"Introducing The Media Roundtable","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/1ca09c9e-7b64-45ce-aa18-e9b56ace2a62_ScreenShot2020-12-01at11.29.12AM.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/introducing-the-media-roundtable\/","date":"December 2, 2020","description":"By Dan Granger, Founder & CEO\nOxford Road\nDIVIDE OR UNITE\n“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.” \n-Steve Krakauer, editor\/host, ‘Fourth Watch’ Newsletter and Podcast.\u00a0\nIf you\u2019ve 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 \u201cAgents of Influence\u201d, and at the bottom of this newsletter we advise you to \u201cInfluence Responsibly\u201d. 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.\nToday 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\u2019s 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 \u201cOutrage Industrial Complex\u201d and reward content that benefits its audience and treats its subjects with dignity, even if through disagreement, but always with respect.\nThere 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.\nThis 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.\n-Dan\nLEARN MORE","landing_redirection":""},{"id":1603,"title":"Be The Smartest Person At The Thanksgiving Table","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/7c47f195-6d56-41e2-af42-8f0e70027fbd_ScreenShot2020-10-12at10.28.11PM.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/be-the-smartest-person-at-the-thanksgiving-table\/","date":"November 25, 2020","description":"Happy Thanksgiving from The Influencer and Oxford Road!\nAmidst 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\u2019s challenges, the very fact that you\u2019re 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 \u201cthank you\u201d for something! So while this year\u2019s Thanksgiving feast may look a bit different than it has in years past, this week, The Influencer is giving you an insider\u2019s 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…\n-Kyle\nThe First Macy’s Thanksgiving Day Parade\nThis 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\u2019s announced its very first \u201cBig Christmas Parade\u201d, promising \u201cmagnificent floats\u201d, bands and an \u201canimal circus.\u201d A huge success, Macy\u2019s signed a TV contract with NBC to broadcast the now-famous Macy\u2019s 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\u2019s 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.\nWhat Was Really on the First Thanksgiving Menu?\nTurkey was not on the table, and neither was most everything else you\u2019re craving. Although turkeys were indigenous to the area, there\u2019s 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 \u2014 sorry Grandma!\nWhat About the Cranberries?\nNot the \u201890\u2019s 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\u2019t until 1912 when Marcus Urann canned the first jellied cranberry sauce, eventually founding the cranberry growers cooperative known as Ocean Spray.\nWhich President Refused to Recognize Thanksgiving?\nThomas 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 \u201ca wall of separation between Church and State\u201d, and that endorsing such celebrations as president would amount to state-sponsored religious worship.\nWhat does \u201cMary Had a Little Lamb,’ Have To Do With Thanksgiving?\nThe 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.\nHow A Botched Thanksgiving Order Created TV Dinners\nBusy 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.\nWhat Does Football Have To Do With Thanksgiving Anyway?\nThe 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.\nWhy Do Presidents Pardon Turkeys?\nThis 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\u2019s life (\u201cWe\u2019ll just let this one grow,\u201d JFK quipped in 1963. \u201cIt\u2019s our Thanksgiving present to him.\u201d), the annual White House tradition of \u201cpardoning\u201d a turkey officially started with George H.W. Bush in 1989.\nWhich President Tried To Move the Date of Thanksgiving?\nConcerned 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. \u201cFranksgiving,\u201d 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.\nWherever this year\u2019s Thanksgiving finds you, if you\u2019re reading this, thank you. While it may be a bit more difficult to find the reasons to be thankful this year, hopefully, you don\u2019t 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\u2019s breakdown of Thanksgiving HERE.","landing_redirection":""},{"id":1759,"title":"What\u2019s Your Share of Search?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4227d75a-d033-4d4e-a2e3-695055f8c83f_search.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/whats-your-share-of-search\/","date":"November 18, 2020","description":"By Giles Martin, EVP, Strategy & Insights\nOxford Road\nLes Binet, one of the \u201cGodfathers of Advertising Effectiveness\u201d, often creates a lot of attention in the marketing community when he publishes new research. We believe this attention is well-deserved: Binet\u2019s work with Peter Field has arguably changed the industry forever, ushering in a new era of accountability and clarity for marketers, and demonstrating what will drive growth for their organizations.\nLast month, Les created waves with a stimulating, promising, and challenging video about Google search data.\u00a0 Broadly speaking, he claims that \u201cShare of Search\u201d data can be used to predict (or, at least, may be useful in predicting) market share data for brands. For reference, share of search is defined as the search volume for Brand X divided by the total number of searches in the category.\u00a0\u00a0\nBinet and his team looked at three different categories to provide some range in the analysis: automotive, energy, and mobile phones. Here\u2019s an example of how share of search data correlates with market share in the automotive sector. You can see immediately it\u2019s a pretty strong and clear correlation.\nWhat\u2019s essential about Binet\u2019s latest contention is not the correlation per se, however. Rather, it\u2019s the relationship between the time series of these data sets. Below is an example showing the trend across ten years of data for share of search and market share for LG in the smartphone market. Binet suggests that the share of searches is a valuable leading indicator for future trends in market share, which is certainly implied by the chart.\nHe goes on to claim that the increase in share of search, across the previous nine months, can predict an increase in market share in the current quarter. The implication, then, is that changes in share of search can be used as a type of early warning indicator for brands.\nAnother important piece for marketers to understand is the relationship between advertising and the share of searches. The chart below shows a strikingly strong relationship between the two data series (or specifically, changes in increase in SOV correlating with changes in share of search volume.) Said another way: if you spend enough in offline marketing to meaningfully increase your share of voice, you\u2019ll drive an increase in the share of searches in your category. It makes a lot of sense if you think about it. \nThis type of analysis will be familiar to some. Binet & Field popularized for many the view of the relationship between \u201cexcess\u201d share of voice and market share gain, providing many advertisers with valuable guidance on budget setting to achieve specific financial and business goals.\u00a0 This latest work connects the key dots between these two variables: how broad-based (generally offline) advertising investment creates an impact on people\u2019s neurology, which in turn manifests in more curiosity, awareness, and consideration for the brand. This increase in mental territory and activity for the brand, visible through heightened search activity, finally turns into revenue and market share.\u00a0\nDespite the promise and interest of this approach, it\u2019s still in an early phase. We advise a degree of skepticism, or perhaps cautious optimism, about the promise of this data. It remains the first work of its kind (ie. using share of search), and while three categories are better than one, it\u2019s still only three categories. A good next step will be widening the category set and making some of this data more publicly available.\u00a0\nWhat should advertisers and clients be doing with this information? Well, firstly and simply, they should be aware of this work and its importance. Secondly, especially for D2C clients, they should view this work as a reminder that being a \u201cdata-driven\u201d marketer is more than looking at a portfolio of channel performance. It\u2019s also about looking at data sets and marketing research that provide pointers \u2013 increasingly valuable and robust pointers \u2013 about how marketing works and how it can drive growth in a broader sense for their corporations.\u00a0 \n\u00a0","landing_redirection":""},{"id":1764,"title":"Every CPM Has a Story","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3db84b06-d27d-40e7-ac3d-9c5297bfb3e3_red_headphones.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/every-cpm-has-a-story\/","date":"November 11, 2020","description":"By Anna Sunshine, Oxford Road Podcast Media Supervisor\nWhat if somebody told you that an increasing CPM isn\u2019t necessarily a bad thing? Would you believe them? Probably not.\nThe podcast world is well into 2021 planning, and whether we’re renewing tenured campaigns with longstanding partners or vetting new opportunities, we’re always looking for obvious signs indicating that we\u2019re setting ourselves up for another year of success in the medium \u2014 and fluctuations in CPM have traditionally been the best barometer.\nBut this year, we\u2019re seeing more CPM fluctuations than ever before. Many of the top podcasts in the space are “network hopping”, converting from \u201cbaked in\u201d to dynamic insertion, and\/or fundamentally changing their buy structure altogether. This is driving an unprecedented level of CPM fluctuation that\u2019s creating concern for our team and the performance advertisers that have grown to rely on these shows as stable assets to their advertising portfolio.\nCPMs are trending up, but why? The Podcast channel as a whole is seemingly moving more and more towards packaging opportunities perfect for big brand advertisers and away from those looking for performance. Shows that have been in the marketplace for years are increasing their CPMs year over year, and new, buzzworthy personalities are launching with high CPM, 6-figure sponsorship packages, sight unseen. While there\u2019s undoubtedly some level of branding achieved, and it’s oftentimes possible to implement a brand lift study for an additional cost, these big-ticket opportunities are usually a high-risk test for those of us who care about metrics like CPA and ROAS. But while big brands are coming into the space and driving CPMs higher, there\u2019s more going on than meets the eye.\u00a0\nWe believe clear and measurable ROI can still be accomplished if you know how and where to find the shows that genuinely care about making their ads work. In these cases, the strongest relationships we\u2019ve forged over the years have a mutual level of trust and transparency, which includes sharing insight and working towards the common goal of making every ad work, knowing that it ultimately helps everyone in the long run. Not to say that there isn\u2019t a place for building a diversified portfolio with the right mix of high reach and smaller performance-based shows (we can tackle that at a different time), but it\u2019s from these trusted network partners that we\u2019re able to peel back what\u2019s really going on.\u00a0\nThis is especially the case with CPM fluctuations. And this is where it gets a bit more nuanced because a drop in estimated downloads doesn\u2019t necessarily mean the show is losing listeners \u2014 in fact, it\u2019s often the opposite.\nThere have been plenty of new download measurement guidelines and challenges that have factored into CPMs fluctuating over the past few years, and while it\u2019s better than it was, it\u2019s still not perfect. As the podcast marketplace went from an unregulated to a (somewhat) regulated marketplace, we have to be mindful that what appears at first to be a decrease in listenership isn’t always the case. It\u2019s likely a change in how the networks are tracking their show\u2019s size.\nOftentimes, when a show adjusts its download numbers lower, it\u2019s because their network has implemented stricter rules from the IAB in an attempt to report the most accurate number of downloads possible. Some networks use a 5-minute measurement window, others a 60-minute window, and others still, a 24-hour window according to the IAB\u2019s standards.\nOne of our longstanding network partners has been using a 5-minute window to measure podcast downloads for years. This means that every time a listener pauses a show and comes back to play the same episode, 5 minutes later (or more), they would be defined as a ‘new listener’. This resulted in the downloads being exaggerated since many people listening to a single episode were counted multiple times.\u00a0\nStarting next year, this partner is moving to a 24-hour window instead of 5. Therefore, the reported downloads will decrease, driving the CPM through the roof, but ultimately the unique listeners to each show will remain about the same. Although it seems like the podcast is jacking up their CPM while reporting fewer listeners per show, all other things equal, performance should theoretically continue to be the same. We might even suggest that it’s a sign of health as the industry continues to refine its approach to measurement.\u00a0\nAs to which lookback window we should use, the jury is still out. For now, it\u2019s up to the networks themselves to choose. If a show jumps from one network to another, or, like in our example, a network changes their lookback window from 5 minutes to 60 minutes, the estimated downloads may change drastically \u2014 and while the CPM will be affected, the true listenership is likely about the same as it has been.\nCPM, while an indicator of potential, is not the \u201cbe all, end all\u201d. Our network partners run the gamut here, and we see podcasts across the CPM spectrum driving strong response, so it’s important to stay relatively impartial and let the performance speak for itself. Shows with low CPMs may drive zilch, while shows with the CPMs 3x that amount can have the most responsive audiences we’ve ever seen.\nEvery CPM has a story if you dig deeper, and it’s not always the one you would expect. So if you see a drastic change in CPM on your 2021 podcast renewal, don\u2019t be so quick to cut the show from your plan. It\u2019s important to understand the full context of why the CPM changed and more importantly, how it will affect your performance. If you have an agency, they\u2019re already doing this for you, but if you\u2019re going at it alone, stay informed and try to understand if it’s a true CPM increase or simply a change in measurement.\n\u00a0","landing_redirection":""},{"id":1765,"title":"On The Media\u2019s Bob Garfield on Election Results, Media Bias, and the Culpability of Brands","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/election-results-with-bob-garfield-and-media-bias\/","date":"November 4, 2020","description":"Less than 24 hours from the polls closing, legendary NPR host and decorated journalist\u00a0Bob Garfield\u00a0joins us in a state he describes as \u201cfilterless and at my wits\u2019 end\u201d. Beyond being an award-winning Radio Host, Podcaster, six-time book Author, Bob is also the founder of the Purple Project for Democracy – a non-partisan coalition, campaign, and movement to rediscover and recommit to our democratic values and institutions. \nDuring our conversation, Bob shared his exhaustion and disenchantment with seeking to understand and find common ground with those who support, \u201cTrumpism\u201d. His descriptions of those on the Trump side of the polarization spectrum ranged between \u201chaving much to answer for\u201d and \u201cblood on their hands\u201d. He had similarly harsh words for sponsors of Fox News. Not unlike last week\u2019s interview with\u00a0Newt Gingrich, Bob is someone who spent part of the discussion talking about past efforts to find common ground but who generally sees both sides of the spectrum reaching a place of incompatibility (my words, not his). Like Newt, Bob is in what he sees as a fight to save democracy. \nHe also believes in the impact that Brands can make through their stewardship of ad dollars. The other area where they both seem to agree is in the idea that I\u2019m living in a fantasy world. My belief is that reconciliation is possible, but only if one side will have the humility to lay down their weapons and take responsibility for the problem. Then it will be safe for the other side to follow suit. As we move through our next series of decisions about what programs we will sponsor and how we will respond as citizens to already disputed election results, you will have to choose which reality you believe.\u00a0\n-Dan\nHighlights:\nSubscribe to The Divided States of Media\n\n6:48\u00a0– Bob predicts Biden will be the next president. \u201cEven with the highly conservative judiciary, even with a decided six to three advantage of the Supreme Court, it is extremely unlikely that the Trump campaign will prevail.\u201d\n16:01\u00a0– We learn about the Purple Project for Democracy – Bob\u2019s non-partisan coalition, campaign, and movement to rediscover and recommit to our democratic values and institutions\u00a0\u00a0\n28:42\u00a0– Instead of looking for common ground, this is an ongoing war. It\u2019s the culture war with some exponent after it\u00a0\n29:41\u00a0– As a journalist, Bob confesses that regarding people who support Trumpism, he has lost interest in trying to find out the cause of their particular grievance\n31:20\u00a0– People on both sides feel betrayed by their country\u00a0\n34:35\u00a0– \u201cThe left, as a rule, stands on a bedrock of data, facts, evidence. And the right, under this regime, have existed in a sort of political vaporware, where there is no there there, just accusations and lies.\u201d\u00a0\u00a0\n35:21\u00a0– Bob does not like Newt Gingrich. \u201cHe is a bad guy\u2026 There\u2019s one guy I would not sit down with at a table for two\u201d\u00a0\n45:15\u00a0– Bob bottom-lines it: \u201cOne of the early things we discovered in the process of trying to find the common ground that you’re talking about, it isn’t easy, dude\u2026. it is very treacherous terrain.\u201d\u00a0\n48:51– Bob deconstructs his perception of causes for the financial success of Fox News and slaps himself in the face eight times\n50:25\u00a0– Bob shares what he believes the Left has to answer for\n56:43\u00a0– Bob sets precedent in agreeing with Newt Gingrich that Dan is living in a fantasy land\n58:03\u00a0– Dan disagrees with Bob and they have a spirited debate about the impact of boycotts vs. a relational approach by sponsors to improve discourse\n1:10:24\u00a0– Bob makes a compelling case against the notion of media bias with a baseball analogy\n1:16:25\u00a0– Bob calls out the media for bias toward ratings and giving Trump \u201cHalf a trillion dollars worth of free publicity\u201d\n1:17:43\u00a0– Bob gives advice on how we can solve the problem of polarization and save democracy","landing_redirection":""},{"id":1760,"title":"Oxford Road Announces Dream Team","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/240c1ffa-44a6-4100-8502-2dd64601f4b2_edgar-chaparro-_T-D4Bb-H88-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-announces-dream-team\/","date":"November 4, 2020","description":"Remember when the best basketball players in the country formed The Dream Team to dominate the 1992 Olympics? This week, Oxford Road officially announced the advertising agency equivalent with the appointment of three extremely talented industry leaders to the executive team. In a story that\u2019s already been picked up by All Access, Talkers Magazine, (for some reason) a TV station in Delaware, and more, Oxford Road officially announced that global agency veteran Steven Abraham joins as President;\u00a0former head of radio network Premiere and Chairman of Radio Hall of Fame Kraig Kitchin joins as Strategic Advisor;\u00a0and former fashion industry leader, experiential learning company president, and Oxford Road ally\u00a0Jennifer Laine formally joins the company to lead marketing and key strategic initiatives. Together, this dream team will help take Oxford Road and its clients to new heights.\nRead The Press Release","landing_redirection":""},{"id":1756,"title":"Newt Gingrich on Sponsorship, Polarization and Achieving Unity, \u201cAfter the War\u201d - This Week on The Divided States of Media","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/pro-tipwhen-speaking-about-polarization-with-newt\/","date":"October 28, 2020","description":"Pro Tip:\u00a0When speaking about polarization with Newt Gingrich within seven days of a Presidential Election, prepare for a wild ride. Our thirty-five minutes together is all at once the shortest, most dense, and perhaps most consequential discussion we’ve had on this series. \nAt 77, Newt is at once the storied Republican Warrior, fighting an existential threat with this election as the fate of America hangs in the balance, and concurrently the softened Elder Statesman, calling conservatives to listen and seek common ground with the other side. In our short time, he offers his thoughts on the history of our divisions, systemic racism, and prescriptions for how businesses, media, and politicians can pull us out of our “cycle of cynicism and negativism.” Newt\u2019s comparison of today to the pre-Civil War era, where the prospect of war became inevitable, is concerning, to say the least. As a historian and political practitioner, few people have known more about the occupants of our Highest Office. We explore our contrasting expectations of Trump’s behavior, George Washington’s position on parties, and the secret to Newt\u2019s success in collaborating with Bill Clinton. \nFor extra credit, he regales us with a story about the time Richard Nixon gifted him a strategy that later resulted in the Republican Revolution, his position as House Speaker, and perhaps a clue that explains our union’s current state. If it makes you feel better, we also talk about podcasts. “For the country’s sake, it would be really helpful if starting in December or January, people could just listen to each other.” Chances are, something in this podcast will cause some to take offense, but conversation across differences is really the point, isn\u2019t it? Whether you love or hate the man or his policy positions, this interview is an education.\n-Dan\nHighlights:\nSubscribe to The Divided States of Media\n\n2:10\u00a0– Newt contrasts our current state of polarization with 1967-1972\n7:59\u00a0– Newt draws a distinction between partisan politics and anti-American partisanship\n13:21\u00a0– On the subject of our differences, Newt expresses what he sees as the incompatibility of the worlds which Mitch McConnell and Nancy Pelosi would create\n16:59\u00a0– \u201cI tried to convince them and failed totally\u201d. Newt describes his repeated efforts in the last four years to encourage The White House and Congressional Republicans to find issues to work on across party lines\n20:26\u00a0– Congressional Delegations as a model for the value of getting people out of their elements, to live alongside people on the other side, as a way to humanize and bring them together\n22:41\u00a0– \u201cRepublicans have always been boring.\u201d Newt shares a story about the advice he got from Richard Nixon that resulted in him achieving the first Republican majority in Congress in 40 years, and how Trump used similar techniques to win the office\n26:00\u00a0– \u201c10% less Trump would be 100% more effective\u201d. Newt tells Dan that his expectation of Trump to rise above the negative press coverage he receives is an irrational fantasy, but concedes\n27:42\u00a0– Newt gives advice directly to businesses on deciding what to sponsor, and the appetite for content that focuses on advancing the good, rather than pointing out the bad\n32:04\u00a0– Newt speaks to Republicans about the opportunity after the election to really listen to the other side and find common ground for the sake of the country\n33:34\u00a0– \u201cAfter the war\u201d: Newt has parallel advice for the media to make a significant positive impact on the country, and get out of our cycle of cynicism and negativism","landing_redirection":""},{"id":1735,"title":"The Power of Marketers To Shape Media Products - With Vox Co-Founder Matthew Yglesias.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/matthew-yglesias-represents-a-rare-breed-of-journalists\/","date":"October 22, 2020","description":"Matthew Yglesias represents a rare breed of journalists: both cerebral and compassionate, partisan and intellectually honest, progressive and unabashedly patriotic. Matthew is also Co-Founder of left-leaning Vox Media, signer of the now-infamous\u00a0Harper\u2019s Letter\u00a0on cancel culture, and author of the new book,\u00a0One Billion Americans – The Case for Thinking Bigger. Part of his promotional strategy was to enter remarkably civil interviews with the likes of\u00a0Ben Shapiro\u00a0and\u00a0Glenn Beck. This week, Matthew joins us on\u00a0The Divided States of Media\u00a0to discuss how we can engage our differences across the political divide and find common points of agreement \u2014 which he has successfully achieved in the marketing of his book. He also describes the influence that advertisers have on the media products our nation has gone from devouring to choking on: \u201cThe advertising business fundamentally decides what kinds of media are worth creating.\u201d His advice to the advertising community: \u201cthink about the consequences of your actions and the power that you have to shape the media going forward.\u201d For marketers feeling sidelined by the vitriolic nature of modern media, this episode is your rallying cry to be part of the solution. Listening to Matthew not only makes you smarter, but it\u2019s also a fun ride. Let me know what you think.\n-Dan\nHighlights:\nSubscribe to The Divided States of Media\n\n11:30\u00a0– People on the left don’t try to sell things to people on the right, and vice versa\n13:33\u00a0– This country is still a tremendous land of opportunity\n16:31\u00a0– It’s bad for the symbols of the American nation to become coded into partisan politics\n21:50\u00a0– What we\u2019re seeing in the media is not an appealing vision of America\n25:39\u00a0– How Disney\u2019s censorship of content to appeal to China could play out in the long term\n32:57\u00a0– Being a journalist and avoiding the worst of it \u2014 clickbait journalism\n45:04\u00a0– Citizens \u2014 you\u2019ve got to think about what you click on and what you spend your time on… what message does that send to the rest of us?\n51:14\u00a0– It\u2019s the advertising business that fundamentally decides what kinds of media are worth creating\n54:31\u00a0– This week in Unsolicited Advice…","landing_redirection":""},{"id":1736,"title":"Mainlining Controversy: Carly Fiorina talks us through media\u2019s contribution to the polarized state of our nation and how leaders can turn things around by taking the long view.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/mainlining-controversy-carly-fiorina-talks-us-through\/","date":"October 14, 2020","description":"During her time with HP, Carly was pushing Stakeholder Capitalism before it was cool. In this hour plus conversation, she details her philosophy, \u201cmarket share grows when customers and employees believe they are doing with a company that is principled.\u201d It\u2019s what she calls, \u201cenlightened self-interest\u201d. More than virtue signaling, she breaks down the ways the media is failing its customers by allowing \u201centertainers masquerading as journalists\u201d to rile us up, instead of putting in the time and energy to hear from both sides, encouraging collaboration and problem solving to occur over time. She also explains how this correlates with distrust in media reaching an all time high. My conversation with Carly was refreshingly clarifying, if sobering. It\u2019s a call to action for our industry to do the hard work, even if that feels like swimming upstream in our present climate. I hope you\u2019ll make time for this one.\n\n3:48 – Leadership is not about the individual, it\u2019s about service\n\n7:34 – If we don\u2019t stop our country\u2019s current slide, we\u2019re heading for major civil unrest\n\n16:56 – Trump, Reality TV, and Social Media – The symptoms and causes of polarization\n\n30:39 – The only way to bring the balance of power in the U.S. back to center – Everybody must vote!\n\n50:51 – Stop taking a passive role, and complaining about the results – A call for citizens to take action:\n\n53:11 – This week in Unsolicited Advice\n\n1:13:45 – Karly on being life-long Republican but endorsing a democrat. Vote for America, not for your party\n\nSubscribe to The Divided States of Media","landing_redirection":""},{"id":1728,"title":"Addicted to Hate: A Conversation with Director, David Smick about his New Film, \u201cStars and Strife\u201d with a Call to Arms for Media and Brands","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-divided-states-of-mediadan-sits1\/","date":"October 7, 2020","description":"This week on\u00a0The Divided States of Media, Dan sits down with David Smick, Director of\u00a0Stars and Strife, a new film that should be required viewing for all Americans as an antidote to the hate and divisions that plague us. The film was co-produced by Barry Levinson (think\u00a0Rain Man,\u00a0Good Morning Vietnam,\u00a0The Natural) and includes interviews with Rahm Emanuel, James Baker, Leon Panetta, Alan Greenspan, and a host of other powerhouse contributors.\u00a0Stars and Strife\u00a0offers a history lesson in how our society has become so addicted to hate, the media\u2019s role in the decline of civility, and the antidote to what ails us. In this interview, we dive deeper into the ways that we as business leaders and people in media can do our part to help heal as a nation. The film will bring you to tears, while this interview will give you a deeper understanding.\nHighlights:\nSubscribe to The Divided States of Media\n\n3:48 \u2013 How hate is like a drug\n7:34 \u2013 Globalization has fundamentally changed the economy over the past 30 years, leaving many in our society feeling humiliated\n16:56 \u2013 Common threads between our current strife and the period leading up to the Civil War\n30:39 \u2013 Is this the end of America as we know it?\n50:51 \u2013 This Week in Unsolicited Advice\n53:11 \u2013 The demand for clicks promotes divisiveness in reporting\n1:13:45 \u2013 How David landed a licensing deal to use Sinatra music in his movie, and the time he talked to Sammy Davis Jr. about the entertainment industry\u2019s march toward social justice","landing_redirection":""},{"id":1565,"title":"Oxford Road's Marketers Guide to Brand Safety","blurb":"","img":"\/wp-content\/themes\/oxfordroad\/dist\/images\/blog-placeholder.jpg","image_alt":"Blog placeholder","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-marketers-guide-to-managing-sudden-influencer-controversy\/","date":"October 2, 2020","description":"By Dan Granger\nThis 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.\u00a0 If you are a performance marketer at scale, you\u2019re going to need it as we enter one of the most contentious election years in American History.\u00a0\nFrom now until next year\u2019s 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\u2019s incident with Michael Knowles is a perfect case in point.\nLet\u2019s say you were an advertiser on Michael Knowles podcast or on Fox News, who had him as a guest on The Story. Here\u2019s how you\u2019d find out about the gathering storm. You would receive an email\u2014from a seemingly credible media outlet, blog, or group\u2014seeking comment about your intention to continue your existing relationship with Knowles or Fox News. Often times, there\u2019s 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\u2014accusing you of supporting the beliefs of the offending party.\nUsually, the host\u2019s words are taken somewhat out of context, but it doesn\u2019t 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\u2014or 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.\nInstead of following your emotions\u2026\nHere\u2019s what you need to do:\n\nAddress 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.\nSay Nothing Publicly – No matter how tempting it might be, don\u2019t 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.\nImmediately “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.\nGather 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\u2019s 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.\nLayout All Your Options – It\u2019s easy to forget that you have many options beyond stay or go. Once you\u2019ve taken in all of the information, decide if the perceived offense deserves action. If so, your options include:\n\n\nWithdraw sponsorship until further notice: There is no rule that says you must close the door permanently. You can, however, decide that you don\u2019t see an immediate path to the reinstatement of your campaign and take appropriate action. Again, quietly is best.\nTerminate the relationship permanently: If you have weighed the offense and believe that your company mission calls you to take a side and have weighed the costs associated with permanent separation, notify the necessary stakeholders. Avoid emotional responses and stay matter of fact, leaning on the incongruity of your values with a continued relationship with the individual in question. This is the most extreme action and should only be considered in the most extreme circumstances.\nReturn Immediately: If you believe the controversy was taken out of context or that the personality did nothing out of step with your company values, you can go back right away. Again, no public statement about this will benefit you.\nWait it out: If you don\u2019t believe the offense was worthy of any action one way or another, let the news cycle pass\u2014anywhere from 24 hours to one week\u2014then continue as planned per your \u201cPause.\u201d\nOffer a Probationary Relationship: You have the right to not take any further action beyond your temporary withdrawal. However, if you do believe that the offense was a violation of your values or unnecessarily harmful but that they can be let off with a warning, then tell them so. Talk to the personality directly or at least alert the executive team that represents them that future instances of this nature may result in permanent separation. You can even request they consider some measure of goodwill or action to demonstrate a willingness to consider the feelings of those they have hurt, even if they disagree on a core issue. Typically these hurt feelings are the result of the way something was communicated, not necessarily the position held by either party.\nPick up the Bat Phone What if you may have trouble getting out of a contract? What if your stakeholders are divided on what to do? What if the offending channel drives a high volume of sales and there is ambiguity around the nature of the offense. When the stakes are high and you need a professional to see you through, contact the Cambridge Negotiation Institute.\u00a0\n\n\n6. 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\u2014yet 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\u2019t 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.\nOne 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\u2019ve 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\u2014invest 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.\u00a0\nBut 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.\nWe 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\u2014just like your company\u2019s mission statement likely proclaims.\nPerhaps 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\u2019s judgment? But when confronted by a friend\u2014seeking to restore, not destroy\u2014we 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.\nThe question is\u2026Do 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?\nWe 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\u2014if you would only take a different approach.\nGo forth and spend your influence wisely.\n—\nFor additional resources on this topic, please see The Influencer\u2019s previous articles addressing different aspects of this topic, including, A HOUSE DIVIDED WILL NOT BRAND and DON\u2019T BECOME A VICTIM OF THE \u201cOTHER\u201d TRADE WAR.\u00a0\nOur 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.","landing_redirection":""},{"id":1563,"title":"Oxford Road's Guide To Brand Safety","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e966bed8-bd09-4d53-a293-b5f43a16ba5a_photo-1556764900-fa065610b0e4.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-marketers-guide-to-managing-sudden-influencer-controversy1\/","date":"October 2, 2020","description":"By: Dan Granger \nThis 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.\u00a0 If you are a performance marketer at scale, you\u2019re going to need it as we enter one of the most contentious election years in American History.\u00a0\nFrom now until next year\u2019s 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\u2019s\u00a0incident with Michael Knowles\u00a0is a perfect case in point.\nLet\u2019s say you were an advertiser on Michael Knowles podcast or on Fox News, who had him as a guest on\u00a0The Story.\u00a0Here\u2019s how you\u2019d find out about the gathering storm. You would receive an email\u2014from a seemingly credible media outlet, blog, or group\u2014seeking comment about your intention to continue your existing relationship with Knowles or Fox News. Often times, there\u2019s 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\u2014accusing you of supporting the beliefs of the offending party.\nUsually, the host\u2019s words are taken somewhat out of context, but it doesn\u2019t 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\u00a0within\u00a0your 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\u2014or so it seems. All of this has happened in a matter of hours. It is at this precise moment that you must\u00a0ignore your impulses to act and take a moment to pause\u00a0amidst the immense amount of pressure and judgment surrounding you.\nInstead of following your emotions\u2026\nHere\u2019s what you need to do:\n\nAddress Internal Stakeholders \u2013\u00a0In 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.\nSay Nothing Publically\u00a0\u2013 No matter how tempting it might be, don\u2019t 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\u00a0NOTHING. Speaking out will invite unwanted exposure and potential backlash. Just ask\u00a0Keurig.\nImmediately \u201cPause\u201d Your Media Investment\u00a0\u2013 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.\nGather Facts and Think Deeply\u00a0\u2013 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\u2019s 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.\nLayout All Your Options \u2013\u00a0It\u2019s easy to forget that you have many options beyond stay or go. Once you\u2019ve taken in all of the information, decide if the perceived offense deserves action. If so, your options include:\nDecide\u00a0\u2013 This may be less obvious than it seems. In almost every instance where separation occurs between the brand and talent in a relationship,\u00a0it 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\u2014yet 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\u2019t 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.\n\nOne 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\u2019ve 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\u2014invest 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.\nBut 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.\nWe 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\u2014just like your company\u2019s mission statement likely proclaims.\nPerhaps 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\u2019s judgment? But when confronted by a friend\u2014seeking to restore, not destroy\u2014we 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\u00a0active,\u00a0NOT reactive, involvement.\nThe question is\u2026Do 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?\nWe 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\u2014if you would only take a different approach.\nGo forth and spend your influence wisely.\nFor additional resources on this topic, please see The Influencer\u2019s previous articles addressing different aspects of this topic, including,\u00a0A HOUSE DIVIDED WILL NOT BRAND\u00a0and\u00a0DON\u2019T BECOME A VICTIM OF THE \u201cOTHER\u201d TRADE WAR.\u00a0\nOur position on doing our part to heal the divide in this country through our approach to marketing has also garnered some media attention, including,\u00a0THE WILKOW MAJORITY\u00a0on\u00a0SiriusXM, Business Radio by The Wharton School\u00a0and\u00a0Closer Look with Rose Scott on NPR.\n2 THOUGHTS ON \u201cA MARKETER\u2019S GUIDE TO MANAGING SUDDEN INFLUENCER CONTROVERSY\u201d\n\nDan Mohler\u00a0says:\nOctober 2, 2019 at 5:47 pm\nSage advice Dan Granger. I like how you gave us sound, tactical recommendations and then said, \u201cOne final thought\u2026\u2026no amount of money is worth feeling like you\u2019ve sold your soul and caved on your convictions.\u201d\n2020 is going to be a wild year in the media business.\nReply\nJeff Thomas\u00a0says:\nOctober 29, 2019 at 9:17 am\nThoughtful insights. \u201cThe 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. \u201c\nReply","landing_redirection":""},{"id":1762,"title":"PIXEL TRACKING 101.1","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/26ab7e28-d195-4ac3-be46-bdaa23219690_main-qimg-738ea9540c8a3648ec9566e97c89ebb9.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/pixel-tracking-1011\/","date":"October 1, 2020","description":"The Influencer\u00a0has been touting the advantages of the tried and true \u201cHow Did You Hear About Us\u201d (HDYHAU or Hi-Dee-How) survey and why it\u2019s been the gold standard in measuring non-direct conversions for an offline campaign for years. However, over the past few months, pixel tracking has been making major strides as a proven, secondary source of truth for marketers to use for calculating the non-direct attribution of offline campaigns, specifically on Podcast.\u00a0\n\nWHY PIXEL TRACK ANYWAY?\nDespite its ease of use and wide adoption, the post-purchase survey methodology has its limitations, and many marketers feel a survey in any form is problematic. A report from\u00a0OpinionLab\u00a0indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through. As a result, marketers often net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything.\n\nWHO\u2019S DOING IT?\nThe list has been growing, but Claritas (formerly Barometric), Chartable, LeadsRx, PodTrac, Artsai, and Podsights are leading the charge for pixel tracking of podcasts \u2014 with the latter quickly becoming a major player in the space. Though their methodologies vary slightly, the basic technologies are similar. At Oxford Road, we\u2019ve been testing all of these attribution partners with various clients to evaluate their effectiveness. So far, the results are solid.\u00a0\nOver the past few months, we\u2019ve been able to see many of these pixel tracking partners measure campaign results that are in line with what we\u2019ve seen using the tried-and-true survey methodology \u2014 and while we\u2019re not abandoning a survey-based approach, our confidence in pixel-tracking is growing.\n\nHOW DOES IT WORK?\nFirst, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 15-days before launch to establish a baseline (this has been updated since the last analysis to account for partners who can establish baselines faster).\u00a0\nNext, we identify which podcasts in your buy can actually place pixels. From our experience, 40% \u2013 50% of the podcasts\u00a0 (this is increasing every month and should continue to do so) our advertisers regularly buy can place pixels depending on which publishing platform each podcast uses (Megaphone, Art19, Triton, etc.).\nQuality providers like those mentioned above have developed a robust control and exposure methodology to isolate the \u2018baseline\u2019 level of interest and activity on a client\u2019s website. This is crucial because it prevents over-estimating the impact of your Podcast investment on your business. Vendors use different methodologies and your choice of partner may well (at least in part) depend on whose methodology you like. In our view, there is quite a range in their strength and reliability.\u00a0\nMoreover, many attribution partners offer, free of charge, a dashboard for clients and agencies to see real-time data on the performance of the campaign.\u00a0\nFor clients who rely on an app, many of these vendors now have integrations pre-built with different app analytics vendors. It\u2019s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner.\n\nHOW TO TRACK PERFORMANCE ON NON-PIXEL-BASED PODCASTS?\nTo measure the performance of non-pixel-based podcasts, we calculate the difference between direct and indirect performance on pixel-based shows and extrapolate the rest. For example, if a pixel-tracked show has a ratio of 1:5 direct versus the attributed response, we can apply a 5x multiplier to the non-pixel-based shows.\n\nHOW MUCH DOES IT COST?\nSome podcast networks are adding pixel tracking free of charge with a minimum buy. While this may seem enticing, it may involve buying shows that wouldn\u2019t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance, client comps, third-party data, and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we will determine which podcasts can place pixels and implement accordingly. This approach may generate a $1 \u2013 $2 increase in CPM on the trackable podcasts, and the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let\u2019s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $4,667 based on an average CPM and upcharge \u2014 well worth the investment if you meet the criteria below.\n\nSHOULD YOU PIXEL TRACK YOUR CAMPAIGN?\nYes!\nCompanies that cannot utilize a post-purchase survey in their funnel must consider pixel tracking, as it is the surest way to calculate non-direct performance of the campaign outside of a survey. Ignoring the non-direct performance is a surefire way to fail. Even if you have a survey in place, pixel tracking is a way to validate results and build confidence in the non-direct campaign performance. There are always skeptics about surveys hidden away in the woodwork, and this is a way to be prepared to confront their concerns.\n\nCONCLUSION\nEven if your company uses a post-purchase survey, pixel tracking will provide a second data point to estimate the non-direct performance of your podcast campaign.\nIt is important to note that despite its strides in the past months, pixel-based methodology is still in its early stages. At this point, we believe that this is quickly becoming the standard in the space, but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no attribution methodology is 100% accurate (those who tell you otherwise are bald-faced liars), the goal is to find convergence in data signals. In its current state, pixel tracking podcasts is now a major part of the equation to validate what could be one of the most profitable acquisition channels in your marketing portfolio. To learn more about how pixel tracking can be used in your podcast campaign, email us at\u00a0influencer@oxfordroad.com.","landing_redirection":""},{"id":1726,"title":"Drinking from a firehose with Jason Calacanis: polarization, racism, capitalism and how we can find a better future.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/drinking-from-a-firehose-with-jason-calacanis-polarization\/","date":"September 30, 2020","description":"Last night, I asked my 15-year-old daughter to watch the debate with my wife and me so she might better understand major issues during our national inflection point from different perspectives. At the end, I apologized for exposing her to the dumpster fire that ensued. If the dangers of our polarized republic were ever unclear, the \u201cdebate\u201d was like a Superbowl ad for our inability to work through differences in a constructive way.\nThe timing of all this is strange poetry, because this week on\u00a0The Divided States of Media,\u00a0I talk with Jason Calcanis,\u00a0Podcaster, Angel Investor (he turned a $100k investment into over $100 million), and philanthropist, who is delightfully outspoken about the economics of polarization and manages to provide a refreshing case for American optimism.\nJason gives us a tech mogul\u2019s view into the causes and solutions around the issues that plague us. He makes a sound argument for why podcasts are the answer to Media\u2019s suicidal tendencies and has practical solutions for how the private sector can join forces to solve some of this country\u2019s most difficult problems. For those of us who find our spirits hungover from yesterday\u2019s gong show, Jason is a welcome breath of fresh air\u2026\n-Dan\nHighlights:\nSubscribe to The Divided States of Media\n\n4:19 \u2013 Jason\u2019s Sneaky way to get guests on his podcasts\n7:27\u00a0\u2013 Dan and Jason talk media polarization \u2013 why is nuance dead?\n28:35\u00a0\u2013 How technology will help humanity, regardless of who\u2019s in the Whitehouse\n35:52\u00a0\u2013 \u201cThe problem is a lot of the people in the country don\u2019t believe they can be successful\u201d\n40:25\u00a0\u2013 How Podcasting will save the world\n55:33\u00a0\u2013 Will politics be Jason\u2019s third act?\n59:32\u00a0\u2013 Jason talks about angel investing\n1:02:21\u2013 This week in Unsolicited Advice\u2026\n1:07:11\u00a0\u2013 Dan and Jason talk The Media Bias Chart\n1:10:55\u00a0\u2013 Is stakeholder capitalism the future or just virtue signaling?\n1:16:34\u00a0\u2013 How can marketers help reduce polarization?","landing_redirection":""},{"id":1715,"title":"How Biased is a Media Outlet? Are you getting facts or opinion? We chat with Vanesa Otero from Ad Fontes Media today.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-ones-for-the-data-geeks-marketers-wouldnt\/","date":"September 23, 2020","description":"This one\u2019s for the data geeks. Marketers \u2014 wouldn\u2019t it be great if you had a simple chart that could show how fair and objective the media you\u2019re sponsoring truly is? This week on\u00a0The Divided States of Media, Dan sits down with Vanessa Otero, founder and CEO of Ad Fontes Media. Using a weighting algorithm, her company\u2019s Interactive Media Bias Chart\u00ae, objectively rates media outlets based on bias and reliability. Vanessa and her team\u2019s efforts are helping advertisers and agencies get a clearer picture of how and where they invest their ad dollars.\nHighlights:\nListen on iTunes\n\n1:43 \u2013 What is Ad Fontes, and how is it making news consumers smarter?\n4:50 \u2013 How being a patent attorney and a nerd led Vanessa to quit her job and starting Ad Fontes\n7:53 \u2013 The Media Bias Chart\u00ae is uniting left and right extremes in their hatred for it\n10:15 \u2013 Just how can you rank media bias objectively? Vanessa gives a look at how the Bias Chart works\n25:04\u00a0\u2013 Polarizing media is like junk food\n35:05 \u2013 How social media may affect our society in the coming years\n45:45 \u2013 This week in Unsolicited Advice\n50:02 \u2013 As perhaps one of the foremost experts on the subject of media bias, Vanessa shares the sources she goes to for the facts\n1:00:30 Vanessa is bringing back journalistic integrity","landing_redirection":""},{"id":1730,"title":"According to Katie Herzog, getting to know your neighbors is the key to a more unified country and we agree with her.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/quit-your-job-and-start-a-podcast-this-week-onthe\/","date":"September 16, 2020","description":"\u201cQuit your job and start a podcast!\u201d This week on\u00a0The Divided States of Media, Dan sits down with someone who actually \u201cwalks the walk\u201d \u2014 Katie Herzog, reporter & Co-Host of the podcast \u201cBlocked and Reported\u201d. As a former journalist and new Podcaster, Katie discusses freedom and gratitude for independence amid shifting journalistic norms, and why after being canceled and harassed multiple times, she made the switch from traditional journalism (as a writer for\u00a0The Stranger) to podcasting. From her show to her neighborhood, Katie\u2019s on a mission to bring us all together \u2014 and that journey begins with empathy.\nHighlights:\nSubscribe to The Divided States of Media\n\n2:56 \u2013 Don\u2019t yield to the pressure to conform\n11:40 \u2013 \u201cCancel Culture\u201d can only emerge from your own side\n17:29 \u2013 Diversity of\u00a0THOUGHT\u00a0is what\u2019s really important right now\n23:09 \u2013 People hate reading, but they don\u2019t hate listening to podcasts\n39:31 \u2013 Imagine a world where we lose party labels and \u201cbefriending your neighbor\u201d as a metaphor for social civility\n46:57 \u2013 The \u201cUnsolicited Advice\u201d Game\n48:48 \u2013 Why you need to get off Twitter\n55:16 \u2013 The Collapse of \u201cThe Old Guard\u201d","landing_redirection":""},{"id":1675,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 5","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-the-divided-states-of-media2\/","date":"September 16, 2020","description":"By: Oxford Road \n\n\u201cQuit your job and start a podcast!\u201d This week on\u00a0The Divided States of Media, Dan sits down with someone who actually \u201cwalks the walk\u201d \u2014 Katie Herzog, reporter & Co-Host of the podcast \u201cBlocked and Reported\u201d. As a former journalist and new Podcaster, Katie discusses freedom and gratitude for independence amid shifting journalistic norms, and why after being canceled and harassed multiple times, she made the switch from traditional journalism (as a writer for\u00a0The Stranger) to podcasting. From her show to her neighborhood, Katie\u2019s on a mission to bring us all together \u2014 and that journey begins with empathy.\nHighlights:\n\n2:56\u00a0\u2013 Don\u2019t yield to the pressure to conform\n11:40\u00a0\u2013 \u201cCancel Culture\u201d can only emerge from your own side\n17:29\u00a0\u2013 Diversity of\u00a0THOUGHT\u00a0is what\u2019s really important right now\n23:09\u00a0\u2013 People hate reading, but they don\u2019t hate listening to podcasts\n39:31\u00a0\u2013 Imagine a world where we lose party labels and \u201cbefriending your neighbor\u201d as a metaphor for social civility\n46:57\u00a0\u2013 The \u201cUnsolicited Advice\u201d Game\n48:48\u00a0\u2013 Why you need to get off Twitter\n55:16\u00a0\u2013 The Collapse of \u201cThe Old Guard\u201d\n\nClick\u00a0HERE\u00a0to watch the full episode","landing_redirection":""},{"id":1729,"title":"After time at CNN & Fox News, Steve Krakauer shares how to recognize truth and find middle ground.","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/media-the-fourth-estate-is-meant-to-act-as-an-independent\/","date":"September 9, 2020","description":"\u201cMedia\u201d, 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\u00a0The Divided States of Media, Dan sits down with media executive, journalist, and founder of\u00a0Fourth Watch, Steve Krakauer. Having worked for both Fox News and CNN, Steve gives a behind-the-scenes look at\u00a0how 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\u2019s insights can help marketers and American citizens as a whole navigate through today\u2019s divided media landscape.\nHighlights:\nSubscribe to The Divided States of Media\n\n5:30 \u2013 How the emergence of social media and increased audience fragmentation has facilitated the polarization in media\n10:10 \u2013 Why Steve started the 4th Watch Newsletter\n25:20 \u2013 How personal \u201cbrand building\u201d affects media content\n27:19 \u2013 How media should work \u2013 Steve\u2019s 4 pillars of journalism:\n1) Intellectual Honesty\n2) Intellectual Consistency\n3) Intellectual Curiosity\n4) Intellectual Discomfort\n32:00 \u2013 What happens if we stay on this non-healthy media diet we\u2019re all on?\n49:06 \u2013 The Unsolicited Advice Game\n57:00 \u2013 How marketers can impact change","landing_redirection":""},{"id":1608,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 4","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-the-divided-states-of-media3\/","date":"September 9, 2020","description":"By: Oxford Road \n\u201cMedia\u201d, 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\u00a0The Divided States of Media, Dan sits down with media executive, journalist, and founder of\u00a0Fourth Watch, Steve Krakauer. Having worked for both Fox News and CNN, Steve gives a behind-the-scenes look at\u00a0how 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\u2019s insights can help marketers and American citizens as a whole navigate through today\u2019s divided media landscape.\nHighlights:\n\n5:30\u00a0\u2013 How the emergence of social media and increased audience fragmentation has facilitated the polarization in media\n10:10\u00a0\u2013 Why Steve started the 4th Watch Newsletter\n25:20\u00a0\u2013 How personal \u201cbrand building\u201d affects media content\n27:19\u00a0\u2013 How media should work \u2013 Steve\u2019s 4 pillars of journalism:\n1) Intellectual Honesty\n2) Intellectual Consistency\n3) Intellectual Curiosity\n4) Intellectual Discomfort\n32:00\u00a0\u2013 What happens if we stay on this non-healthy media diet we\u2019re all on?\n49:06\u00a0\u2013 The Unsolicited Advice Game\n57:00\u00a0\u2013 How marketers can impact change\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1731,"title":"Jordan Harbinger on who's Hijacking Media, Fifth State Journalism and The Importance of Education","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-onthe-divided-states-of-media-dan-sits\/","date":"September 2, 2020","description":"This week on\u00a0The Divided States of Media, Dan sits down with fellow Michiganian and Wall Street lawyer-turned-podcast interviewer, Jordan Harbinger. As a podcaster who\u2019s 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\u2019t turn things around soon.\nHighlights:\nSubscribe to The Divided States of Media\n\n14:09 \u2013 Jordan on \u201cVirtue Signaling\u201d\n18:34 \u2013 The importance of journalism and podcasting right now\n31:42 \u2013 The challenge of the media self-censoring\n39:59 \u2013 Extremism \u2013 \u201cTalk to anybody on the extreme left or the extreme right, have a clue what the other side actually wants or thinks. They\u2019ve never given it any modicum of thought.\u201d\n51:36 \u2013 This week in \u201cUnsolicited Advice\u201d\n56:53 \u2013\u00a0 Jordan on \u201cCancel Culture\u201d \u2013 \u201cIt\u2019s unequivocally a bad thing.\u201d\n1:07:00 \u2013 How do we get back on track? \u201cEducation, education, education.\u201d","landing_redirection":""},{"id":1616,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 3","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-the-divided-states-of-media4\/","date":"September 2, 2020","description":"By: Oxford Road \nThis week on\u00a0The Divided States of Media, Dan sits down with fellow Michiganian and Wall Street lawyer-turned-podcast interviewer, Jordan Harbinger. As a podcaster who\u2019s 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\u2019t turn things around soon.\nHighlights:\n\n14:09\u00a0\u2013 Jordan on \u201cVirtue Signaling\u201d\n18:34\u00a0\u2013 The importance of journalism and podcasting right now\n31:42\u00a0\u2013 The challenge of the media self-censoring\n39:59\u00a0\u2013 Extremism \u2013 \u201cTalk to anybody on the extreme left or the extreme right, have a clue what the other side actually wants or thinks. They\u2019ve never given it any modicum of thought.\u201d\n51:36\u00a0\u2013 This week in \u201cUnsolicited Advice\u201d\n56:53\u00a0\u2013\u00a0 Jordan on \u201cCancel Culture\u201d \u2013 \u201cIt\u2019s unequivocally a bad thing.\u201d\n1:07:00\u00a0\u2013 How do we get back on track? \u201cEducation, education, education.\u201d\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1732,"title":"Neal Simon speaks to balancing Business, Politics and the \"Hidden Majority\" of America","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-on-the-divided-states-of-mediadan-sits\/","date":"August 26, 2020","description":"This week on The Divided States of Media,\u00a0Dan sits down with entrepreneur, political figure, and author of \u201cContract to Unite America\u201d, 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 \u201cHidden Majority\u201d.\nHighlights:\nListen on iTunes\n\n3:52 \u2013 Neal shares the challenges of running for political office without the backing of any political party\n6:41 \u2013 What is the \u201cHidden Majority\u201d and why are they important?\n10:46 \u2013 How the lack of incentive structure makes it hard for politicians on either side to commit to unity\n20:05\u00a0\u2013 Dan makes yet another recommendation to watch the documentary\u00a0Stars and Strife\n25:30 \u2013 This week in \u201cUnsolicited Advice\u201d\n27:37 \u2013 \u201cMarketers need to think about how they can be part of the solution and not part of the problem.\u201d\n36:23 \u2013 There\u2019s no centrism in media and social media, it\u2019s either black or white","landing_redirection":""},{"id":1614,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 2","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/eda6c559-4029-4709-8de3-aa39b0c2c425_photo-1514497158453-f759c32a27fe.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-the-divided-states-of-media\/","date":"August 26, 2020","description":"By: Oxford Road \n\nThis week on\u00a0The Divided States of Media, Dan sits down with entrepreneur, political figure, and author of \u201cContract to Unite America\u201d, 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 \u201cHidden Majority\u201d.\nHighlights:\n\n3:52\u00a0\u2013 Neal shares the challenges of running for political office without the backing of any political party\n6:41\u00a0\u2013 What is the \u201cHidden Majority\u201d and why are they important?\n10:46\u00a0\u2013 How the lack of incentive structure makes it hard for politicians on either side to commit to unity\n20:05\u00a0\u2013 Dan makes yet another recommendation to watch the documentary\u00a0Stars and Strife\n25:30\u00a0\u2013 This week in \u201cUnsolicited Advice\u201d\n27:37\u00a0\u2013 \u201cMarketers need to think about how they can be part of the solution and not part of the problem.\u201d\n36:23\u00a0\u2013 There\u2019s no centrism in media and social media, it\u2019s either black or white\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1734,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/2b468145-07cb-4af1-b43c-5097b0b4cd79_DSM-Ep01.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-we-launch-our-second-podcast-seasonthe\/","date":"August 19, 2020","description":"This week, we launch our second podcast season:\u00a0The Divided States of Media.\n70% of customers believe it\u2019s important for brands to take a stand on political and social issues.\nOver half of Americans\u00a0think executives who donate to the two major political candidates in this year\u2019s election SHOULD BE FIRED \u2014 31% for Trump and 22% for Biden.\n62%\u00a0of Americans are afraid to make their political views public.\nAmerica is fractured by extreme partisanship and brands are stuck in the middle.\nHow can you do the most good for your business and stakeholders without exploiting the divisions in this country?\nOxford Road has joined with the National Institute for Civil Discourse to help, starting with the re-launch of our podcast,\u00a0Oxford Road Presents: The Divided States of Media.\nIn the season 2 kick-off episode, Dan sits down with Keith Allred, the Executive Director of the\u00a0National Institute for Civil Discourse, to discuss the increasingly polarized American landscape and the steps that leaders in media and marketing can take to heal the divides while building their business.\nHighlights:\n7:37\u00a0\u2013 Keith addresses the state of civil discourse in America today\n11:53\u00a0\u2013 Most Americans agree on far more political issues than advertised \u2014 so why are we so mad at each other?\n21:12\u00a0\u2013 History of factionalism in the US and how we got to where we are today\n32:30\u00a0\u2013 What is \u201cCancel Culture\u201d? How does it help, and how does it hurt?\n46:02\u00a0\u2013 The \u201cUnsolicited Advice Game\u201d \u2014 our new segment where Dan asks Keith to give Twitter-sized advice to everyone from Donald Trump to the media and brands that sponsor\n51:52\u00a0\u2013 How can we use our position in business or media to get involved and make a positive impact?\n58:44\u00a0\u2013 What happens to America if nothing changes soon?\n1:07:20\u00a0\u2013 Keith explains how can marketers improve civil discourse in media, without participating in \u201cCancel Culture\u201d\n1:11:20\u00a0\u2013 Is national unity really possible, or is it too late? Keith shares real-world experience","landing_redirection":""},{"id":1727,"title":"Our Collaboration with the National Institute for Civil Discourse","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/cbc43513-25a0-4261-bd0e-e8ef41d6a398_Disarray1033kpx.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-divided-states-of-media-a-podcast-dedicated-to\/","date":"August 19, 2020","description":"This week, we launch our second podcast season: The Divided States of Media.\n70% of customers believe it\u2019s important for brands to take a stand on political and social issues.\nOver half of Americans think executives who donate to the two major political candidates in this year\u2019s election SHOULD BE FIRED \u2014 31% for Trump and 22% for Biden.\n62% of Americans are afraid to make their political views public.\nAmerica is fractured by extreme partisanship and brands are stuck in the middle.\nHow can you do the most good for your business and stakeholders without exploiting the divisions in this country?\nOxford Road has joined with the National Institute for Civil Discourse to help, starting with the re-launch of our podcast,\u00a0Oxford Road Presents: The Divided States of Media.\nIn the season 2 kick-off episode, Dan sits down with Keith Allred, the Executive Director of the National Institute for Civil Discourse, to discuss the increasingly polarized American landscape and the steps that leaders in media and marketing can take to heal the divides while building their business.\nHighlights:\nListen on iTunes\n\n7:37\u00a0\u2013 Keith addresses the state of civil discourse in America today\n11:53 \u2013 Most Americans agree on far more political issues than advertised \u2014 so why are we so mad at each other?\n21:12 \u2013 History of factionalism in the US and how we got to where we are today\n32:30 \u2013 What is \u201cCancel Culture\u201d? How does it help, and how does it hurt?\n46:02 \u2013 The \u201cUnsolicited Advice Game\u201d \u2014 our new segment where Dan asks Keith to give Twitter-sized advice to everyone from Donald Trump to the media and brands that sponsor\n51:52 \u2013 How can we use our position in business or media to get involved and make a positive impact?\n58:44 \u2013 What happens to America if nothing changes soon?\n1:07:20 \u2013 Keith explains how can marketers improve civil discourse in media, without participating in \u201cCancel Culture\u201d\n1:11:20 \u2013 Is national unity really possible, or is it too late? Keith shares real-world experience","landing_redirection":""},{"id":1685,"title":"OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2020\/08\/2b468145-07cb-4af1-b43c-5097b0b4cd79_DSM-Ep01.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-the-divided-states-of-media1\/","date":"August 19, 2020","description":"By: Oxford Road \n\nThis week, we launch our second podcast season:\u00a0The Divided States of Media.\n70% of customers believe it\u2019s important for brands to take a stand on political and social issues.\nOver half of Americans\u00a0think executives who donate to the two major political candidates in this year\u2019s election SHOULD BE FIRED \u2014 31% for Trump and 22% for Biden.\n62%\u00a0of Americans are afraid to make their political views public.\nAmerica is fractured by extreme partisanship and brands are stuck in the middle.\nHow can you do the most good for your business and stakeholders without exploiting the divisions in this country?\nOxford Road has joined with the National Institute for Civil Discourse to help, starting with the re-launch of our podcast,\u00a0Oxford Road Presents: The Divided States of Media.\nIn the season 2 kick-off episode, Dan sits down with Keith Allred, the Executive Director of the\u00a0National Institute for Civil Discourse, to discuss the increasingly polarized American landscape and the steps that leaders in media and marketing can take to heal the divides while building their business.\nHighlights:\n\n7:37\u00a0\u2013 Keith addresses the state of civil discourse in America today\n11:53\u00a0\u2013 Most Americans agree on far more political issues than advertised \u2014 so why are we so mad at each other?\n21:12\u00a0\u2013 History of factionalism in the US and how we got to where we are today\n32:30\u00a0\u2013 What is \u201cCancel Culture\u201d? How does it help, and how does it hurt?\n46:02\u00a0\u2013 The \u201cUnsolicited Advice Game\u201d \u2014 our new segment where Dan asks Keith to give Twitter-sized advice to everyone from Donald Trump to the media and brands that sponsor\n51:52\u00a0\u2013 How can we use our position in business or media to get involved and make a positive impact?\n58:44\u00a0\u2013 What happens to America if nothing changes soon?\n1:07:20\u00a0\u2013 Keith explains how can marketers improve civil discourse in media, without participating in \u201cCancel Culture\u201d\n1:11:20\u00a0\u2013 Is national unity really possible, or is it too late? Keith shares real-world experience\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1676,"title":"PIXEL TRACKING 101.1","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/314da7e0-d7c4-4212-94ff-55186e0d6ad3_photo-1562599838-8cc871c241a5.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/pixel-tracking-101-11\/","date":"August 12, 2020","description":"By: KyleJelinek \n\nThe Influencer\u00a0has been touting the advantages of the tried and true \u201cHow Did You Hear About Us\u201d (HDYHAU or Hi-Dee-How) survey and why it\u2019s been the gold standard in measuring non-direct conversions for an offline campaign for years. However, over the past few months, pixel tracking has been making major strides as a proven, secondary source of truth for marketers to use for calculating the non-direct attribution of offline campaigns, specifically on Podcast.\u00a0\nWHY PIXEL TRACK ANYWAY?\nDespite its ease of use and wide adoption, the post-purchase survey methodology has its limitations, and many marketers feel a survey in any form is problematic. A report from\u00a0OpinionLab\u00a0indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through. As a result, marketers often net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything.\nWHO\u2019S DOING IT?\nThe list has been growing, but Claritas (formerly Barometric), Chartable, LeadsRx, PodTrac, Artsai, and Podsights are leading the charge for pixel tracking of podcasts \u2014 with the latter quickly becoming a major player in the space. Though their methodologies vary slightly, the basic technologies are similar. At Oxford Road, we\u2019ve been testing all of these attribution partners with various clients to evaluate their effectiveness. So far, the results are solid.\u00a0\nOver the past few months, we\u2019ve been able to see many of these pixel tracking partners measure campaign results that are in line with what we\u2019ve seen using the tried-and-true survey methodology \u2014 and while we\u2019re not abandoning a survey-based approach, our confidence in pixel-tracking is growing.\nHOW DOES IT WORK?\nFirst, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 15-days before launch to establish a baseline (this has been updated since the last analysis to account for partners who can establish baselines faster).\u00a0\nNext, we identify which podcasts in your buy can actually place pixels. From our experience, 40% \u2013 50% of the podcasts\u00a0 (this is increasing every month and should continue to do so) our advertisers regularly buy can place pixels depending on which publishing platform each podcast uses (Megaphone, Art19, Triton, etc.).\nQuality providers like those mentioned above have developed a robust control and exposure methodology to isolate the \u2018baseline\u2019 level of interest and activity on a client\u2019s website. This is crucial because it prevents over-estimating the impact of your Podcast investment on your business. Vendors use different methodologies and your choice of partner may well (at least in part) depend on whose methodology you like. In our view, there is quite a range in their strength and reliability.\u00a0\nMoreover, many attribution partners offer, free of charge, a dashboard for clients and agencies to see real-time data on the performance of the campaign.\u00a0\nFor clients who rely on an app, many of these vendors now have integrations pre-built with different app analytics vendors. It\u2019s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner.\nHOW TO TRACK PERFORMANCE ON NON-PIXEL-BASED PODCASTS?\nTo measure the performance of non-pixel-based podcasts, we calculate the difference between direct and indirect performance on pixel-based shows and extrapolate the rest. For example, if a pixel-tracked show has a ratio of 1:5 direct versus the attributed response, we can apply a 5x multiplier to the non-pixel-based shows.\nHOW MUCH DOES IT COST?\nSome podcast networks are adding pixel tracking free of charge with a minimum buy. While this may seem enticing, it may involve buying shows that wouldn\u2019t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance, client comps, third-party data, and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we will determine which podcasts can place pixels and implement accordingly. This approach may generate a $1 \u2013 $2 increase in CPM on the trackable podcasts, and the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let\u2019s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $4,667 based on an average CPM and upcharge \u2014 well worth the investment if you meet the criteria below.\nSHOULD YOU PIXEL TRACK YOUR CAMPAIGN?\nYes!\nCompanies that cannot utilize a post-purchase survey in their funnel must consider pixel tracking, as it is the surest way to calculate non-direct performance of the campaign outside of a survey. Ignoring the non-direct performance is a surefire way to fail. Even if you have a survey in place, pixel tracking is a way to validate results and build confidence in the non-direct campaign performance. There are always skeptics about surveys hidden away in the woodwork, and this is a way to be prepared to confront their concerns.\nCONCLUSION\nEven if your company uses a post-purchase survey, pixel tracking will provide a second data point to estimate the non-direct performance of your podcast campaign.\nIt is important to note that despite its strides in the past months, pixel-based methodology is still in its early stages. At this point, we believe that this is quickly becoming the standard in the space, but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no attribution methodology is 100% accurate (those who tell you otherwise are bald-faced liars), the goal is to find convergence in data signals. In its current state, pixel tracking podcasts is now a major part of the equation to validate what could be one of the most profitable acquisition channels in your marketing portfolio. To learn more about how pixel tracking can be used in your podcast campaign, email us at\u00a0influencer@oxfordroad.com.","landing_redirection":""},{"id":1681,"title":"Media\u2019s Red-Headed Stepchild","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5410bf7a-dcee-4ff3-baf6-a64290c85891_photo-1518186233392-c232efbf2373.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/medias-red-headed-stepchild\/","date":"August 5, 2020","description":"By: Giles Martin \n\nOur agency recently pitched a prospect with the theme of the discussion being bringing audio \u201cback from the dead.\u201d It wasn\u2019t that they weren\u2019t spending, but everything that they\u2019ve been doing recently smacked of neglecting the channel completely. They had previously been strong voices in podcast, but subsequently had allowed competitors to come in and dominate that space. They had been solid in radio, but the spend had withered away to minimal levels. The brand had almost disappeared completely from audio as a whole, while competitors were building a much higher audio Share of Voice in the channel.\nIt\u2019s not the first time we\u2019ve seen it: audio, and radio specifically, has become the \u201cred-headed stepchild\u201d of the marketing mix. Audio is not sexy in the way some digital and social channels are, and TV often takes precedence in offline channels (and often rightly so). In fact, there is even data to suggest that many marketers are slow and reluctant to even consider audio to begin with. Among a survey of top brands and agencies, audio ranked 6th out of 10 channels as the best marketing channel (assessed by its ability to deliver on a variety of marketers\u2019 needs.)\n\u201cWe were seeing positive signals for radio, and for several clients, steadily increasing audio budgets because of them.\u201d\nThe common perception is not the truth. I first started noticing this back when I was involved in a number of econometric models at a prior agency. More and more consistently, we were seeing positive signals for radio, and for several clients, steadily increasing audio budgets because of them. When presenting quarterly budgets to a large client, for example, we had recommended another increase. The CFO and CEO raised an eyebrow, but the CMO shared he\u2019d recently returned from a conference of CMOs and there was a lot of positive buzz about radio (the old becomes new again).\nBut this reconsideration of radio is not entirely new. P&G famously returned to audio in the beginning of 2017. A traditionally TV-led company, they had been investing more and more heavily in digital channels for many years. After a series of increasingly concerning revelations about the digital market (digital & bot fraud, lack of accountability, misrepresentation of audience numbers, and lack of agency transparency) P&G cut hundreds of millions of dollars from their digital budgets. Radio was a big beneficiary, seeing a 6x growth in investment in 2017 compared to 2016. Unsurprisingly, in 2018 P&G then posted its strongest quarterly sales growth in 5 years. And by 2019 it had doubled the volume of spots it was running on radio (compared to 2018) and was the third-largest advertiser in the channel (after Geico and Home Depot.) Needless to say, for a company like P&G, there are teams of analytic and data scientists quantifying and evaluating media impact to inform their future budgeting decisions.\nThe focus of our article today is a report called \u201cRe-Evaluating Media\u201d, commissioned by RadioCenter in the UK (full disclosure: this is a company advocating for radio) but researched and authored by media auditors and consultants Ebiquity* (so we can assume the data wasn\u2019t completely biased). The report is very helpful for understanding and quantifying how media are misperceived or erroneously ignored by marketers.\nEbiquity first interviewed a hundred or so brand marketers and senior agency staff to get a sense of what was most important to them in terms of media channels. The channels considered in the analysis were cinema, direct mail, magazines, newspapers, online display, online video, OOH, radio, social media, and TV. What they were looking for from these channels were certain criteria:\n\nTargets the right people in the right place at the right time\nIncreases campaign ROI\nTriggers a positive emotional response\nIncreases brand salience\nMaximizes campaign reach\nGets your ads noticed\nLow-cost audience delivery\nBuilds campaign frequency\nGuarantees a (brand) safe environment\nShort-term sales response\nTransparent third-party audience measurement\nLow production cost\n\nUsing survey responses, they applied a MaxDiff analysis to assign a weight to each of these items. The relative weights (importance) of these factors were as follows:\n\nNext, they scored each of the ten media channels against each of these attributes. Some of the scoring was self-evident (e.g comparing CPMs) or easy to evaluate based on the capabilities and realities of a channel (e.g. low production cost.) The other scores were calculated by reviewing findings from over 75 industry studies and research publications**, in addition to Ebiquity\u2019s own large set of data on channel pricing and effectiveness, ROI, etc. from their media audits and modeling projects.\nFor example, to evaluate TV against one specific media attribute (increases campaign ROI, for example), three different publication sources were found to be relevant and evaluated: \u201cMarketReach: The Private Life of Mail\u201d\u00a0(2015); \u201cRadio the ROI Multiplier\u201d\u00a0(2013), and \u201dThe Ebiquity Database\u201d\u00a0(2014-2017). These studies all included data and findings on TV ROI, and so the results of all these studies were incorporated into the Ebiquity analysis.\nRadio is indeed the \u201cred-headed stepchild\u201d of the marketing mix.\nSticking with ROI for a second, here is a chart showing the channels\u2019 ability to actually drive ROI, based on the research papers, databases, and models that were evaluated (on the left-hand side), compared to the perceptions of the marketers (the right-hand side.) In this case, there was some (perhaps unexpected!) alignment between marketers\u2019 perceptions and the evidence \u2014 both put TV top and Radio second for driving ROI. It\u2019s interesting, though, to see social media at #3 in terms of people\u2019s perceptions but much lower based on the evidence assessed.\n\nThe conclusion of this study across ALL the channel attributes? Well, it\u2019s very much in line with our pitch, and reflective of what we have seen in the industry for years. Radio is indeed the \u201cred-headed stepchild\u201d of the marketing mix. If you ask marketers and agencies about it, it is ranked low on their list of channels at #6, below cinema and above newspapers. The evidence, however, ranks it at #2, behind only TV. Here is the final table of results:\n\nRadio is the only channel other than TV to score over 100 on the weighted attributes.\nIt\u2019s curious \u2014 and perhaps suspicious \u2014 to see the clear clustering of digital channels in the bottom half and offline channels in the top half. This is probably a function of the attributes against which the media were scored. Obviously, not all digital channels are good at driving emotional response, achieving brand salience, or maximizing reach. Even the much-hyped\u00a0targeting capabilities of digital are arguably overestimated.\nIn summary, pay attention to the data, not to the industry\u2019s received wisdom, which is not wise at all. And, of course, don\u2019t ignore your audio channels. I actually have a \u201cred-headed stepchild\u201d (I\u2019ve spared her the embarrassment of posting a picture, but it\u2019s true), and my developing relationship with her has been one of the great joys of my life! I implore you to develop a relationship with media\u2019s \u201cred-headed stepchild\u201d as soon as you can.\n*Interviewees were not informed that the research was commissioned by the Radiocentre. All research was carried out in accordance with the Code of Conduct of the Market Research Society.\n** To qualify, these studies needed to be recent \u2013 conducted after 2010, have a transparent methodology, and be in the public domain.","landing_redirection":""},{"id":1716,"title":"What happened to the American Press?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/903c2103-39b4-43aa-be10-9928979b2fa9_newspaper.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-happened-to-the-american-press\/","date":"July 29, 2020","description":"By Roy H. Williams\nWHEN JAMES MADISON DRAFTED THE FIRST AMENDMENT, \u201cTHE PRESS\u201d REFERRED TO THE NEWSPAPERS OF OUR NATION, SUCH AS THE PENNSYLVANIA GAZETTE OWNED BY BENJAMIN FRANKLIN, THE MOST POPULAR PAPER IN THE 13 COLONIES.\nThings rocked along swimmingly for about 200 years, then one day we walked outside to get the newspaper, sat down to read it, and realized it was yesterday\u2019s news.\nWelcome to the 21st Century, where your telephone is also your newspaper, TV, encyclopedia, magazine, restaurant menu, instruction manual, shopping mall, worldwide map, and phone book.\nThe computer chip gave us the internet, an unregulated realm where irresponsible people are free to spray false reports, fabricated data, and doctored photos across our\u00a0society like a flamethrower washing over a field of dry grass.\nPRESTO, THE WORLD IS ON FIRE.\nI believe that people are entitled to their own opinions, but not their own facts.\nWhen I was a younger man, television and radio newscasts were trustworthy places to gather reliable facts,\u00a0even when the presentation of those facts was slanted by the opinion of the reporter.\nNews directors took their guardianship of journalistic integrity seriously, as did most of the rank-and-file\u00a0reporters. But their collective consciences and good intentions were not what kept us safe.\nTHE PEOPLE OF THE UNITED STATES OWN THE AIRWAVES OF OUR NATION.\nRegulating the access to those airwaves began with the Radio Act of 1912, later to be replaced by the\u00a0Federal Communications Commission (FCC) in 1934.\nFor most of the 20th century, America had safeguards that made television and radio news reliable, but in\u00a0the 9 years between 1987, the 7th year of the Reagan presidency, and 1996, the 4th year of the Clinton\u00a0presidency, those safeguards were quietly dismantled.\nLET\u2019S TAKE A LOOK AT THE MOST IMPORTANT ONES:\n1. The Fairness Doctrine:\u00a0Introduced in 1949, the Fairness Doctrine required broadcasters to present\u00a0controversial issues of public importance and to do so in a manner that was honest, equitable, and\u00a0balanced. If you failed to serve the public in this way, you could lose your license to broadcast.\nBroadcasters\u00a0hated the Fairness Doctrine, of course, because it was a pain in the ass.\nIn 1987,\u00a0Edward O. Fritts, president of the National Assn. of Broadcasters, argued that \u201cbroadcasters\u00a0believe in fairness\u201d and that the Fairness Doctrine was \u201cunconstitutional and an infringement on free\u00a0speech. It is an intrusion into broadcasters\u2019 journalistic judgment.\u201d President Reagan agreed and\u00a0issued an executive order.\nPoof\u2026 No more Fairness Doctrine.\nTV and radio stations were now free to slant the news as\u00a0aggressively as they wanted.\n2. Ownership Limits:\u00a0In 1927, we began to worry about what might happen if too few people\u00a0controlled the news. Consequently, no one was allowed to own more than three TV stations\u00a0nationwide. That number was increased to five stations in 1944, then the 7-7-7 rule of 1953 said no\u00a0one could own more than 7 TV stations, 7 FM radio stations and 7 AM radio stations. In 1985, 7-7-7\u00a0became 12-12-12.\nThen in 1996,\u00a0the FCC eliminated all limits on radio stations, and said you could own as many TV\u00a0stations as you wanted as long as those TV stations were collectively reaching no more than 35% of the national audience. As a result, truckloads of investor dollars were gathered and broadcast\u00a0\u201cconsolidation\u201d began.\nThen in 2002,\u00a0the 5-member FCC voted 3-2 along party lines (3 Republicans, 2 Democrats) to throw\u00a0out the national audience limit.\nBingo\u2026 If you could put together enough money, you could now control the news.\nAmerican\u00a0newscasters were no longer required to serve the public interest, or to present both sides of an issue,\u00a0or even to tell the truth.\nSo for the past 18 years we\u2019ve been surrounded by flamethrowers on every side.\nI\u2019m sure glad it hasn\u2019t resulted in a polarized population.\nRoy H. Williams\nHERE\u00a0is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking\u00a0HERE.\nRoy 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.\u00a0 The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1648,"title":"WHAT HAPPENED TO THE AMERICAN PRESS?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/cec14c94-c88b-4dfb-845c-3535db39e153_photo-1455390582262-044cdead277a.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-happened-to-the-american-press1\/","date":"July 29, 2020","description":"By: Oxford Road \n\nBy Roy H. Williams\nWHEN JAMES MADISON DRAFTED THE FIRST AMENDMENT, \u201cTHE PRESS\u201d REFERRED TO THE NEWSPAPERS OF OUR NATION, SUCH AS THE PENNSYLVANIA GAZETTE OWNED BY BENJAMIN FRANKLIN, THE MOST POPULAR PAPER IN THE 13 COLONIES.\nThings rocked along swimmingly for about 200 years, then one day we walked outside to get the newspaper, sat down to read it, and realized it was yesterday\u2019s news.\nWelcome to the 21st Century, where your telephone is also your newspaper, TV, encyclopedia, magazine, restaurant menu, instruction manual, shopping mall, worldwide map, and phone book.\nThe computer chip gave us the internet, an unregulated realm where irresponsible people are free to spray false reports, fabricated data, and doctored photos across our\u00a0society like a flamethrower washing over a field of dry grass.\nPRESTO, THE WORLD IS ON FIRE.\nI believe that people are entitled to their own opinions, but not their own facts.\nWhen I was a younger man, television and radio newscasts were trustworthy places to gather reliable facts,\u00a0even when the presentation of those facts was slanted by the opinion of the reporter.\nNews directors took their guardianship of journalistic integrity seriously, as did most of the rank-and-file\u00a0reporters. But their collective consciences and good intentions were not what kept us safe.\nTHE PEOPLE OF THE UNITED STATES OWN THE AIRWAVES OF OUR NATION.\nRegulating the access to those airwaves began with the Radio Act of 1912, later to be replaced by the\u00a0Federal Communications Commission (FCC) in 1934.\nFor most of the 20th century, America had safeguards that made television and radio news reliable, but in\u00a0the 9 years between 1987, the 7th year of the Reagan presidency, and 1996, the 4th year of the Clinton\u00a0presidency, those safeguards were quietly dismantled.\nLET\u2019S TAKE A LOOK AT THE MOST IMPORTANT ONES:\n1. The Fairness Doctrine:\u00a0Introduced in 1949, the Fairness Doctrine required broadcasters to present\u00a0controversial issues of public importance and to do so in a manner that was honest, equitable, and\u00a0balanced. If you failed to serve the public in this way, you could lose your license to broadcast.\nBroadcasters\u00a0hated the Fairness Doctrine, of course, because it was a pain in the ass.\nIn 1987,\u00a0Edward O. Fritts, president of the National Assn. of Broadcasters, argued that \u201cbroadcasters\u00a0believe in fairness\u201d and that the Fairness Doctrine was \u201cunconstitutional and an infringement on free\u00a0speech. It is an intrusion into broadcasters\u2019 journalistic judgment.\u201d President Reagan agreed and\u00a0issued an executive order.\nPoof\u2026 No more Fairness Doctrine.\nTV and radio stations were now free to slant the news as\u00a0aggressively as they wanted.\n2. Ownership Limits:\u00a0In 1927, we began to worry about what might happen if too few people\u00a0controlled the news. Consequently, no one was allowed to own more than three TV stations\u00a0nationwide. That number was increased to five stations in 1944, then the 7-7-7 rule of 1953 said no\u00a0one could own more than 7 TV stations, 7 FM radio stations and 7 AM radio stations. In 1985, 7-7-7\u00a0became 12-12-12.\nThen in 1996,\u00a0the FCC eliminated all limits on radio stations, and said you could own as many TV\u00a0stations as you wanted as long as those TV stations were collectively reaching no more than 35% of the national audience. As a result, truckloads of investor dollars were gathered and broadcast\u00a0\u201cconsolidation\u201d began.\nThen in 2002,\u00a0the 5-member FCC voted 3-2 along party lines (3 Republicans, 2 Democrats) to throw\u00a0out the national audience limit.\nBingo\u2026 If you could put together enough money, you could now control the news.\nAmerican\u00a0newscasters were no longer required to serve the public interest, or to present both sides of an issue,\u00a0or even to tell the truth.\nSo for the past 18 years we\u2019ve been surrounded by flamethrowers on every side.\nI\u2019m sure glad it hasn\u2019t resulted in a polarized population.\nRoy H. Williams\nHERE\u00a0is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking\u00a0HERE.\nRoy 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.\u00a0 The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1747,"title":"We're All Direct Brands Now","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/cb7a238f-190b-4aac-b99a-b39608928138_covid-computer.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/were-all-direct-brands-now\/","date":"July 22, 2020","description":"And That Bodes Well for the Coming Restoration\nBy Dan Granger, Founder and CEO\nTurns out we did build a massive wall in 2020, and then drove into it as self-imposed regulations crippled the U.S. economy in our effort to \u201cflatten the curve\u201d and save lives. Whether you believe these efforts went too far or not far enough, American business is now navigating an obstacle course with no real end in sight.\nThings have been thrown further into a state of confusion by the very public murder of George Floyd at the hands of law enforcement officers. How brands should now live in light of this recent society altering event deserves more attention than we will give it here. For today, let\u2019s address the first crisis of 2020 one last time, put a bow on it as it relates to our business operations, and free up space for the long-term societal shift that will require our full attention afterward.\nBefore police brutality and our failings as a nation to adequately address racial inequality, companies were already in a state of bewilderment, demonstrated by numerous reports of\u00a0nervous brand advertisers halting, letting up on inventory demand, pulling ad dollars and generally freezing in place. There is little to be gained by this level of recessive adaptation, at least for those of us who have a choice. The only way for us to\u00a0get through this\u00a0is to, in fact,\u00a0go through this.\u00a0Lean in, dive in \u2014 the water is warm.\u00a0 While it may seem counter-intuitive, now may be the best time in your entire career to double down on marketing directly to ready consumers and do so profitably.\nAfter all, with this degree of a pull-back, inventory availability is up, and advertising costs are naturally down for the foreseeable future. Publishers will not be announcing this, but when you lose 30% of your demand in an instant and continue sitting on the same supply, which is instantly worthless when unsold, you tend to get more flexible with your pricing. So, we are seeing digitally native, performance-focused brands enter these warm waters and achieve unprecedented efficiencies in acquiring customers and consequently ramping spend to great effect. Just look at e-commerce penetration. Over the past decade, e-commerce as a share of total retail sales increased;\u00a0recent statistics show ecommerce brands\u2019 share of retail sales\u00a0in the U.S. rising 11 points to nearly 27% over the course of April and May alone.\nThat means demand is up and prices are down, allowing many Direct Brands to ride this black swan until it turns into gold. At this very moment, a D2C brand can likely acquire customers for the lowest cost that they\u2019ll ever experience in the life of their business. Imagine how liberating it would be to not fret about when we are \u201cgoing back to normal,\u201d but instead shed the very concept of that and figure out what you can do right now to leverage the moment.\nOf course, this is not a time to be exploitative and capitalize on the pain others are and will continue to experience as a result of the crisis and now the national unrest and widespread rightful protest that has followed. But if you can help reignite the economy and get more dollars circulating through the system, while creating jobs and providing meaningful goods and services to the public, why hold back when we need you? Indeed, compassionate attention to creative and messaging is the softer art of right now \u2014 striking the right tone, offering only what is most essential, demonstrating substantive efforts to make people\u2019s lives better, in the most affordable way possible. Consumers do not need you to get sentimental, as much as they just need a good deal on the things that they want and need in this period. You can provide all of the above with authenticity, and growth does not require that you compromise your integrity. You just have to be extraordinarily mindful of messaging.\nFor those who get it, it\u2019s working. With ad rates down, for now, there is wisdom in the concrete action of continuing, and even ramping spend, given the current desirable economics. Many of our clients have been realizing this opportunity. In fact, since the crisis began, 38% of our 2020 clients increased spend, including in categories like cleaning, home decor, and personal care. And, across cleaning, delivery services, personal care, home products, there\u2019s notably more activity volume.\nFor a historic perspective on this type of thinking, and a lesson in how disruption becomes a necessity, let\u2019s flashback to 2012 when we worked with Dollar Shave Club to push their way into offline advertising. This emerging popular consumer brand was novel because they actually shipped razorblades to your house. This is about the least innovative thing you could imagine today. But in 2012 that\u00a0really\u00a0was a breakthrough. Then, the whole startup world began migrating to this D2C model and so-called disruptive brands began unseating the establishment. As for right now, the overall impact in the simplest of terms is that nobody\u00a0needs to go to the store anymore.\u00a0Prior to the pandemic, this was already becoming the case. And now, here we are,\u00a0experiencing a surge in demand for DTC brands, who early on during the lockdown ran out of inventory in categories like food delivery, exercise equipment, and even bidets.\nIf you consider the new opportunities within our new mode from a tech and media delivery standpoint \u2014 they\u2019re pretty easy to embrace as marketers. In early April, roughly half of Americans were working from home, and one-quarter of those said that coronavirus crisis had impacted their daily routines, according to\u00a0The Spring 2020 Smart Audio Report\u00a0by Edison Research and\u00a0NPR, surveying adults 18+ years old on March 31 and April 1. With online as the dominant option for connectivity in the day-to-day, you can see in the data that people were forced to advance their online capabilities beyond where they would have been. You\u2019ve got people really using technology now, day in and day out. There are new audiences entirely \u2013 people in their 70s and 80s \u2013 using video chat now who never would have done so even a few months back. They may have gone their whole lives without doing so. Further, with the quarantine in full force,\u00a0smart speaker usage is up, led by an increased need for easy to access news coverage from trusted sources. While the pandemic and the \u201cstay-home state\u201d has forced it, everyone is getting more tech-savvy in the process, leaning in online more than they were. Every month in lockdown likely has catapulted society a year forward technologically. We would do well to move in concert with this trend.\nEven when society as a whole re-enters live physical spaces, some of the habits of social distancing will stick and our new ways of doing things will persist. There will, without question, be to some degree a permanent shift in behaviors, resulting in a hybrid lifestyle between where we were before the crisis, and where we were in the middle of it.\nThis is therefore the moment that your business has to do exactly what it should have been doing the whole time, which is moving with technology and limiting the necessity and friction of having to go places physically. Last call: if you haven\u2019t done that fully, now is the time. And if you\u2019re already there, you have a first-mover advantage to build upon with an infinite edge this year. Now that the available marketplace has been expanded for you, this is the moment that you need to go all-in and be of service.\nPicture the great restoration that is to come \u2014 how the exuberance of being set free may also ignite a sudden boom in sales. Look no further than people wanting \u2014 no,\u00a0needing\u00a0\u2014 to travel, making up for any number of expectations delayed by 90 days. This is on course to function akin to post-war retail spending once victory is declared.\nWhen we come out of this, make no mistake, you will have built new muscles while running a business in quarantine and amid the most tumultuous, culturally charged period of our lifetimes. These can and now more than ever should be flexed for good. Do not let your new strength atrophy. Normal is gone. Adapt your business and your messaging fully today so you\u2019ll be prepared for the long hard slog that lays ahead. Trust that you\u2019ll also be prepared because the world has already started moving the way of the Direct Brand, and there\u2019s no turning back now. Our national state of strife has become a forcing function as commerce adapts completely to a digital world and the rate of change has accelerated well beyond its natural momentum. That war is over. Ecommerce won, and brick and mortar can be thankful for its diminished role in the equation. Anticipate a world where the present changes are actually permanent and you will be well prepared to emerge from the health crisis, and fully engage with the demands of the second crisis, which will require great focus going forward.\n(Originally appeared in\u00a0Advertising Week 360)","landing_redirection":""},{"id":1645,"title":"WE\u2019RE ALL DIRECT BRANDS NOW","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fd74ddc1-7de4-4951-ad8e-c340e25319e0_photo-1578353022142-09264fd64295.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/were-all-direct-brands-now1\/","date":"July 22, 2020","description":"By: Dan Granger \n\nAnd That Bodes Well for the Coming Restoration\nBy Dan Granger, Founder and CEO\nTurns out we did build a massive wall in 2020, and then drove into it as self-imposed regulations crippled the U.S. economy in our effort to \u201cflatten the curve\u201d and save lives. Whether you believe these efforts went too far or not far enough, American business is now navigating an obstacle course with no real end in sight.\nThings have been thrown further into a state of confusion by the very public murder of George Floyd at the hands of law enforcement officers. How brands should now live in light of this recent society altering event deserves more attention than we will give it here. For today, let\u2019s address the first crisis of 2020 one last time, put a bow on it as it relates to our business operations, and free up space for the long-term societal shift that will require our full attention afterward.\nBefore police brutality and our failings as a nation to adequately address racial inequality, companies were already in a state of bewilderment, demonstrated by numerous reports of\u00a0nervous brand advertisers halting, letting up on inventory demand, pulling ad dollars and generally freezing in place. There is little to be gained by this level of recessive adaptation, at least for those of us who have a choice. The only way for us to\u00a0get through this\u00a0is to, in fact,\u00a0go through this.\u00a0Lean in, dive in \u2014 the water is warm.\u00a0 While it may seem counter-intuitive, now may be the best time in your entire career to double down on marketing directly to ready consumers and do so profitably.\nAfter all, with this degree of a pull-back, inventory availability is up, and advertising costs are naturally down for the foreseeable future. Publishers will not be announcing this, but when you lose 30% of your demand in an instant and continue sitting on the same supply, which is instantly worthless when unsold, you tend to get more flexible with your pricing. So, we are seeing digitally native, performance-focused brands enter these warm waters and achieve unprecedented efficiencies in acquiring customers and consequently ramping spend to great effect. Just look at e-commerce penetration. Over the past decade, e-commerce as a share of total retail sales increased;\u00a0recent statistics show ecommerce brands\u2019 share of retail sales\u00a0in the U.S. rising 11 points to nearly 27% over the course of April and May alone.\nThat means demand is up and prices are down, allowing many Direct Brands to ride this black swan until it turns into gold. At this very moment, a D2C brand can likely acquire customers for the lowest cost that they\u2019ll ever experience in the life of their business. Imagine how liberating it would be to not fret about when we are \u201cgoing back to normal,\u201d but instead shed the very concept of that and figure out what you can do right now to leverage the moment.\nOf course, this is not a time to be exploitative and capitalize on the pain others are and will continue to experience as a result of the crisis and now the national unrest and widespread rightful protest that has followed. But if you can help reignite the economy and get more dollars circulating through the system, while creating jobs and providing meaningful goods and services to the public, why hold back when we need you? Indeed, compassionate attention to creative and messaging is the softer art of right now \u2014 striking the right tone, offering only what is most essential, demonstrating substantive efforts to make people\u2019s lives better, in the most affordable way possible. Consumers do not need you to get sentimental, as much as they just need a good deal on the things that they want and need in this period. You can provide all of the above with authenticity, and growth does not require that you compromise your integrity. You just have to be extraordinarily mindful of messaging.\nFor those who get it, it\u2019s working. With ad rates down, for now, there is wisdom in the concrete action of continuing, and even ramping spend, given the current desirable economics. Many of our clients have been realizing this opportunity. In fact, since the crisis began, 38% of our 2020 clients increased spend, including in categories like cleaning, home decor, and personal care. And, across cleaning, delivery services, personal care, home products, there\u2019s notably more activity volume.\nFor a historic perspective on this type of thinking, and a lesson in how disruption becomes a necessity, let\u2019s flashback to 2012 when we worked with Dollar Shave Club to push their way into offline advertising. This emerging popular consumer brand was novel because they actually shipped razorblades to your house. This is about the least innovative thing you could imagine today. But in 2012 that\u00a0really\u00a0was a breakthrough. Then, the whole startup world began migrating to this D2C model and so-called disruptive brands began unseating the establishment. As for right now, the overall impact in the simplest of terms is that nobody\u00a0needs to go to the store anymore.\u00a0Prior to the pandemic, this was already becoming the case. And now, here we are,\u00a0experiencing a surge in demand for DTC brands, who early on during the lockdown ran out of inventory in categories like food delivery, exercise equipment, and even bidets.\nIf you consider the new opportunities within our new mode from a tech and media delivery standpoint \u2014 they\u2019re pretty easy to embrace as marketers. In early April, roughly half of Americans were working from home, and one-quarter of those said that coronavirus crisis had impacted their daily routines, according to\u00a0The Spring 2020 Smart Audio Report\u00a0by Edison Research and\u00a0NPR, surveying adults 18+ years old on March 31 and April 1. With online as the dominant option for connectivity in the day-to-day, you can see in the data that people were forced to advance their online capabilities beyond where they would have been. You\u2019ve got people really using technology now, day in and day out. There are new audiences entirely \u2013 people in their 70s and 80s \u2013 using video chat now who never would have done so even a few months back. They may have gone their whole lives without doing so. Further, with the quarantine in full force,\u00a0smart speaker usage is up, led by an increased need for easy to access news coverage from trusted sources. While the pandemic and the \u201cstay-home state\u201d has forced it, everyone is getting more tech-savvy in the process, leaning in online more than they were. Every month in lockdown likely has catapulted society a year forward technologically. We would do well to move in concert with this trend.\nEven when society as a whole re-enters live physical spaces, some of the habits of social distancing will stick and our new ways of doing things will persist. There will, without question, be to some degree a permanent shift in behaviors, resulting in a hybrid lifestyle between where we were before the crisis, and where we were in the middle of it.\nThis is therefore the moment that your business has to do exactly what it should have been doing the whole time, which is moving with technology and limiting the necessity and friction of having to go places physically. Last call: if you haven\u2019t done that fully, now is the time. And if you\u2019re already there, you have a first-mover advantage to build upon with an infinite edge this year. Now that the available marketplace has been expanded for you, this is the moment that you need to go all-in and be of service.\nPicture the great restoration that is to come \u2014 how the exuberance of being set free may also ignite a sudden boom in sales. Look no further than people wanting \u2014 no,\u00a0needing\u00a0\u2014 to travel, making up for any number of expectations delayed by 90 days. This is on course to function akin to post-war retail spending once victory is declared.\nWhen we come out of this, make no mistake, you will have built new muscles while running a business in quarantine and amid the most tumultuous, culturally charged period of our lifetimes. These can and now more than ever should be flexed for good. Do not let your new strength atrophy. Normal is gone. Adapt your business and your messaging fully today so you\u2019ll be prepared for the long hard slog that lays ahead. Trust that you\u2019ll also be prepared because the world has already started moving the way of the Direct Brand, and there\u2019s no turning back now. Our national state of strife has become a forcing function as commerce adapts completely to a digital world and the rate of change has accelerated well beyond its natural momentum. That war is over. Ecommerce won, and brick and mortar can be thankful for its diminished role in the equation. Anticipate a world where the present changes are actually permanent and you will be well prepared to emerge from the health crisis, and fully engage with the demands of the second crisis, which will require great focus going forward.\n(Originally appeared in\u00a0Advertising Week 360)","landing_redirection":""},{"id":1718,"title":"Oxford Road Presents: Giles Martin Soars at Podcast Advertising Summit","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/a428fd9f-5904-4943-84d2-b92bc9a5eaba_recording-mic.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-giles-martin-soars-at-podcast-advertising-summit\/","date":"July 15, 2020","description":"The Influencer\u2019s\u00a0Podcast,\u00a0Media\u2019s New Deal, is going on a short hiatus this month as we prepare for Season Two. In the meantime, we have some great content to share. This week, we showcase Giles Martin (EVP, Strategy & Insights) in all his glory at last month\u2019s\u00a0Podcast Advertising Industry Summit presented by Voxnest. Moderated by Ahyiana Angel (host of\u00a0Switch, Pivot, or Quit), Giles joins a panel of podcast insiders to discuss how to use data and succeed with host-read podcast ads. Whether you\u2019re a current podcast advertiser or simply exploring the channel for the first time, learn how to make podcast ads work from the biggest names in the agency world, as well as content creators and measurement services.\nHighlights:\n\n1:05\u00a0\u2013 The disparity between podcast and radio ad revenue\n5:31\u00a0\u2013 The tools you should use to identify the right podcasts for your brand\n9:56\u00a0\u2013 How racial sensitivity has impacted the podcast landscape\n14:10\u00a0\u2013 How to know if a podcast campaign is working\n17:48\u00a0\u2013 The benchmarks you should use to evaluate the effectiveness of host reads\n20:24\u00a0\u2013 Branded podcasts: why most brands should stay away from content creation\n29:07\u00a0\u2013 Dynamic Reads\u00a0versus Baked-In \u2014\u00a0What\u2019s the difference, and how should advertisers approach?\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1669,"title":"OXFORD ROAD PRESENTS: GILES MARTIN SOARS AT PODCAST ADVERTISING SUMMIT","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ff42140f-72a6-4ed1-b65a-a630ba663aab_photo-1594703276852-68829b071330.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-giles-martin-soars-at-podcast\/","date":"July 15, 2020","description":"By: Giles Martin \n\nThe Influencer\u2019s\u00a0Podcast,\u00a0Media\u2019s New Deal, is going on a short hiatus this month as we prepare for Season Two. In the meantime, we have some great content to share. This week, we showcase Giles Martin (EVP, Strategy & Insights) in all his glory at last month\u2019s\u00a0Podcast Advertising Industry Summit presented by Voxnest. Moderated by Ahyiana Angel (host of\u00a0Switch, Pivot, or Quit), Giles joins a panel of podcast insiders to discuss how to use data and succeed with host-read podcast ads. Whether you\u2019re a current podcast advertiser or simply exploring the channel for the first time, learn how to make podcast ads work from the biggest names in the agency world, as well as content creators and measurement services.\nHighlights:\n\n1:05\u00a0\u2013 The disparity between podcast and radio ad revenue\n5:31\u00a0\u2013 The tools you should use to identify the right podcasts for your brand\n9:56\u00a0\u2013 How racial sensitivity has impacted the podcast landscape\n14:10\u00a0\u2013 How to know if a podcast campaign is working\n17:48\u00a0\u2013 The benchmarks you should use to evaluate the effectiveness of host reads\n20:24\u00a0\u2013 Branded podcasts: why most brands should stay away from content creation\n29:07\u00a0\u2013 Dynamic Reads\u00a0versus Baked-In \u2014\u00a0What\u2019s the difference, and how should advertisers approach?\n\n\u00a0\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1722,"title":"Oxford Road Presents: Media's New Deal \u2013 Endgame","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e488f473-153c-4afa-9b08-2a7586c67ad2_MND-11.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-endgame-2\/","date":"July 8, 2020","description":"Media\u2019s New Deal\u00a0is kaput. Ten weeks ago we started this limited-run series to help entrepreneurs and marketers with practical advice on navigating the new world amidst COVID-19. Henceforth, captains of industry and influencers came through with pro-tips to swim through the changes while keeping revenues intact. Finally, we shifted focus to marketers dealing with societal upheaval after the murder of George Floyd. Along the way, we\u2019ve been the ones asking the questions, but this week the tables have turned. We\u2019re putting Dan Granger in the hot seat as he shares what been on his mind the past 3 months with the host of Ricochet\u2019s\u00a0The Roth Effect, Carol Roth.\nHighlights:\n\n1:49\u00a0\u2013 What it means to be an \u201cIntrepreneur\u201d\n18:21\u00a0\u2013 Why Bill Burr is one of the greatest spokespeople in Podcast\n26:30\u00a0\u2013 Why there is no playbook in this new reality\n36:58\u00a0\u2013 Perceived Bias vs. True Bias\n40:24\u00a0\u2013 What to do when the mob comes for you?\n55:17\u00a0\u2013 Are advertisers influencing the audience, or are on-air personalities influencing organizational values?\n59:20\u00a0\u2013 Dan gives a history lesson on when to celebrate Independence Day\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1642,"title":"OXFORD ROAD PRESENTS: MEDIA\u2019S NEW DEAL \u2013 ENDGAME","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/26ae4970-67eb-4803-85f2-318cbbca1d19_photo-1462212210333-335063b676bc.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-endgame\/","date":"July 8, 2020","description":"By: Oxford Road \n\nMedia\u2019s New Deal\u00a0is kaput. Ten weeks ago we started this limited-run series to help entrepreneurs and marketers with practical advice on navigating the new world amidst COVID-19. Henceforth, captains of industry and influencers came through with pro-tips to swim through the changes while keeping revenues intact. Finally, we shifted focus to marketers dealing with societal upheaval after the murder of George Floyd. Along the way, we\u2019ve been the ones asking the questions, but this week the tables have turned. We\u2019re putting Dan Granger in the hot seat as he shares what been on his mind the past 3 months with the host of Ricochet\u2019s\u00a0The Roth Effect, Carol Roth.\nHighlights:\n\n1:49\u00a0\u2013 What it means to be an \u201cIntrepreneur\u201d\n18:21\u00a0\u2013 Why Bill Burr is one of the greatest spokespeople in Podcast\n26:30\u00a0\u2013 Why there is no playbook in this new reality\n36:58\u00a0\u2013 Perceived Bias vs. True Bias\n40:24\u00a0\u2013 What to do when the mob comes for you?\n55:17\u00a0\u2013 Are advertisers influencing the audience, or are on-air personalities influencing organizational values?\n59:20\u00a0\u2013 Dan gives a history lesson on when to celebrate Independence Day\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1744,"title":"Oxford Road Presents: Media's New Deal, Episode 10","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3c4b29ec-e7ce-4c40-8a3d-77a73d4b8843_MND10.png","image_alt":"","button_text":"","topics":[],"category":["podcast"],"termslug":"podcast","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/medias-new-deal-episode10\/","date":"July 1, 2020","description":"Our 10th Episode! This week on\u00a0Oxford Road Presents: Media\u2019s 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\u2019s episode is a master class for marketers looking to add zeros to their bottom line.\nHighlights:\n\n4:27 \u2013 The origin \u2014 how Ben got involved with one of the most popular brands in the fitness world\n7:03\u00a0\u2013 Rebranding a successful company when you\u2019re practically a household name during a pandemic\n10:06\u00a0\u2013 Entering a crowded CBD marketplace \u2014 DIFFERENTIATE!\n13:05\u00a0\u2013 Doing good without pandering\n17:14\u00a0\u2013 Balancing performance marketing and branding\n20:20\u00a0\u2013 What channels truly drive growth for a growing DTC brand?\n29:24\u00a0\u2013 How COVID is affecting the consumer landscape\n36:39\u00a0\u2013 Ben\u2019s Top 10 Habit Hacks\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1618,"title":"OXFORD ROAD PRESENTS: MEDIA\u2019S NEW DEAL, EPISODE 10","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/baf2a8e0-bbd8-45f3-be3b-28bf87c6f66c_photo-1579227114347-15d08fc37cae.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-10\/","date":"July 1, 2020","description":"By: Oxford Road \n\nOur 10th Episode! This week on\u00a0Oxford Road Presents: Media\u2019s 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\u2019s episode is a master class for marketers looking to add zeros to their bottom line.\nHighlights:\n\u00a0\n\n4:27\u00a0\u2013 The origin \u2014 how Ben got involved with one of the most popular brands in the fitness world\n7:03\u00a0\u2013 Rebranding a successful company when you\u2019re practically a household name during a pandemic\n10:06\u00a0\u2013 Entering a crowded CBD marketplace \u2014 DIFFERENTIATE!\n13:05\u00a0\u2013 Doing good without pandering\n17:14\u00a0\u2013 Balancing performance marketing and branding\n20:20\u00a0\u2013 What channels truly drive growth for a growing DTC brand?\n29:24\u00a0\u2013 How COVID is affecting the consumer landscape\n36:39\u00a0\u2013 Ben\u2019s Top 10 Habit Hacks\n40:52\u00a0\u2013 How the recent focus on social injustice has impacted Therabody\u2019s business\n45:13\u00a0\u2013 Ben\u2019s approach to marketing toward a divided nation\n50:42\u00a0\u2013 How to bring your company to the next level\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1724,"title":"Oxford Road Presents: Media's New Deal, Episode 9","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4dc415dd-7660-4b85-a26e-2dd89c439fc3_MND-9.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-9\/","date":"June 24, 2020","description":"This week on\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan sits down with Pulitzer Prize-winning journalist, NYT bestselling co-author, and Sirius XM Radio show host, Professor Karen Hunter. For those of us trying to navigate the complexity of race and societal upheaval as citizens and as marketers, Karen shares practical advice without shaming. You will be inspired by Karen\u2019s insights so you can navigate and actually grow through these circumstances.\nHighlights:\n\n3:57\u00a0\u2013 Professor Hunter schools Dan for reading from a script\n4:55\u00a0\u2013 Why what\u2019s happening now is nothing new\n9:03\u00a0\u2013 The futility of brands that pander\n12:04\u00a0\u2013 Authenticity in media and those who are using scare tactics\n16:27\u00a0\u2013 How to build and engage an audience with integrity\n20:02\u00a0\u2013 Why audio is the most powerful medium on the planet\n29:56\u00a0\u2013 Karen\u2019s thoughts on \u201cCancel Culture\u201d\n57:17\u00a0\u2013 The secret of education through entertainment\n1:07:38\u00a0\u2013 Karen Troll Hunter \u2013\u00a0How Karen cracked the YouTube algorithm to snuff out \u201cKeyboard Cowboys\u201d\n1:12:22\u00a0\u2013 Karen\u2019s message to media personalities like Tucker Carlson\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1720,"title":"Oxford Road Presents: Media's New Deal, Episode 8","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b3ace3eb-e6ca-43d6-83f6-a15e9412295a_MND-8.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-8\/","date":"June 17, 2020","description":"This week on\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan sits down with Nicholas Quah \u2014 writer, niche media entrepreneur, and founder of the industry\u2019s premier podcast newsletter,\u00a0Hot Pod News. Nick gives a deeply honest and raw interview on the state of the Podcast industry as well as the media\u2019s role in an increasingly divisive political landscape. This one gets really heavy, really fast, but is grounded in a sense of mutual respect. Listen for deep insights on the inner workings of the podcast ecosystem and the road ahead, and get to know Nick as he shares the humanity behind his perspectives. Thanks to Nick for opening up on so many challenging topics.\nHighlights:\n\n6:19\u00a0\u2013 Podcast industry\u2019s role in the second national crisis of 2020\n10:37\u00a0\u2013 Inequality in the Podcast industry\n26:10\u00a0\u2013 Concerns about Spotify\u2019s massive podcast play and what it means for the future of the medium\n41:26\u00a0\u2013 How brands can think about sponsoring shows with content that is perceived as insensitive\n1:11:09\u00a0\u2013 Nick\u2019s top 10 habit hacks\n1:13:40\u00a0\u2013 His journey in creating Hot Pod News\n1:14:15\u00a0\u2013 The top Podcast trends in the industry right now\n1:20:25\u00a0\u2013 The Smart Speaker revolution and its connection to Podcasting\n1:32:36\u00a0\u2013 Nick previews his new podcast,\u00a0Servant of Pod\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1717,"title":"Oxford Road Presents: Media's New Deal, Episode 7","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/033927d5-3c27-4455-abc6-22525b459da7_MND-7.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-7\/","date":"June 10, 2020","description":"This week on\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan sits down with Guinness Book record-breaking, podcast-pioneering, movie-producing, best seller-writing, Loveline-hosting comedian and friend of the agency, \u201cThe Ace Man\u201d, Adam Carolla. Adam shares his commentary on the evolution of Podcast, the secrets of his success, and so much more. Marketers will be interested to hear his perspective on what goes through the mind of a host as they read your copy. Adam also shares a strong message for brands who are afraid of sponsoring shows that produce controversial content, and what it\u2019s like to live and work in harmony with people who hold entirely different views across the political spectrum, from Tucker Carlson to Jimmy Kimmel.\nHighlights:\n\n\n4:51\u00a0\u2013 Let\u2019s celebrate accomplishment days\n8:45\u00a0\u2013 How to pronounce \u201cLiveXLive\u201d\n25:07\u00a0\u2013 Take a really cold shower \u2014 and other life hacks from \u201cThe Ace Man\u201d\n36:30\u00a0\u2013 Adam makes a challenge for business owners\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1723,"title":"Oxford Road Presents: Media's New Deal, Episode 6","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1747c931-8f40-442a-b3b6-10c63d6ca813_MND-6.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-6\/","date":"June 6, 2020","description":"What is there to say? We take an important departure from\u00a0The Influencer\u2019snormal format to bring you an interview with Bambee founder and CEO, Allan Jones. Allan shares his journey as a kid from Lynwood with no college degree through his meteoric rise to CMO of ZipRecruiter before launching his current business, Bambee.com. As a black man leading a company that provides HR support for thousands of small businesses, Allan\u2019s story is raw, inspiring, and vulnerable. For those of us who are upset by what we\u2019ve seen in the last week, but unsure how to help or even how to talk about it, Allan\u2019s perspective is a gift of immense proportions.\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1725,"title":"Oxford Road Presents: Media's New Deal, Episode 5","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/06659a1d-07e4-4174-aade-21e9eb738c36_MND-Ep5.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-5\/","date":"May 27, 2020","description":"In Episode #5 of\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan speaks with Dave Zohrob, Co-founder and CEO of Chartable, the podcast analytics company for both publishers and advertisers. Dave takes us behind the scenes of his industry-wide data set to comment on the issues of the day in this remarkably colorful interview with a data guy.\nHighlights:\n\n4:33\u00a0\u2013 How a love of podcast led to the creation of Chartable\n7:08\u00a0\u2013 What Joe Rogan\u2019s move to Spotify means for the industry, especially for independent programs\n11:09\u00a0\u2013 What is Chartable\u2019s approach to attributing response in Podcast\n12:07\u00a0\u2013 Dave uses the word \u201cpanopticon\u201d in a sentence\n13:43\u00a0\u2013 The arduous process of IAB certification explained, and why it matters\n15:06\u00a0\u2013 Are advertisers using survey-based analysis overcounting or undercounting?\n28:33\u00a0\u2013 How Joe Rogan\u2019s lack of presence on the Podtrac chart lead Chartable to make their own chart\n29:40\u00a0\u2013 Dave addresses the data privacy concerns in the space\n44:43\u00a0\u2013\u00a010 Habit Hacks\u00a0\u2013 How is Dave managing his time during the crisis?\n51:37\u00a0\u2013 Why not having \u201cPOD\u201d in the name allows Chartable to focus on audio as a spectrum of different devices and content\n\n\u00a0\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1719,"title":"Oxford Road Presents: Media's New Deal, Episode 4","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ac30cc4a-06ef-41ec-a592-147efb7dc5ab_MND-Ep4.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-4\/","date":"May 20, 2020","description":"When radio mogul\u00a0Norm Pattiz\u00a0set his gaze upon the fledgling podcast industry in 2013, his entrance marked a massive shift toward developing infrastructure and the evolution of podcast into a legitimate business opportunity. Seven years later, Pattiz announced the sale of PodcastOne to LiveXLive. This signals a new wave of disruption, as network valuations come crashing down to Earth and the old guard gives way to well-capitalized conglomerates and public companies. In Episode #4 of\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan speaks with Norm Pattiz himself, Chairman and CEO of PodcastOne and founder of Westwood One. Mr. Pattiz goes in-depth with Oxford Road, detailing his reasons for PodcastOne\u2019s recent merger with LiveXLive while weaving in tales from a stunning career of transforming the audio business. Norm will remain at the helm of PodcastOne in the new organization and shares a behind the scenes look at the impact the merger will have on his business and the industry as a whole.\nHighlights:\n\n6:27\u00a0\u2013 How losing his job at a fledgling Los Angeles TV station spawned the creation of one of the largest media companies in the world\n12:24\u00a0\u2013 How Norm took his knowledge and transitioned from a radio mogul to a podcast pioneer\n21:15\u00a0\u2013 How the podcast industry has shifted since he entered the business\n27:07\u00a0\u2013 Norm and Dan go deep into the details on PodcastOne\u2019s recent merger with LiveXLive, how he came to the decision, and what it means for the industry\n52:56\u00a0\u2013 Norm answers 10 Habit Hack Questions on how he\u2019s managing his time during the crisis\u00a0\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1644,"title":"OXFORD ROAD PRESENTS: MEDIA\u2019S NEW DEAL, EPISODE 4","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7520a616-061e-41b7-9591-dff7247e0767_photo-1598743400863-0201c7e1445b.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-41\/","date":"May 20, 2020","description":"By: Oxford Road \n\nWhen radio mogul\u00a0Norm Pattiz\u00a0set his gaze upon the fledgling podcast industry in 2013, his entrance marked a massive shift toward developing infrastructure and the evolution of podcast into a legitimate business opportunity. Seven years later, Pattiz announced the sale of PodcastOne to LiveXLive. This signals a new wave of disruption, as network valuations come crashing down to Earth and the old guard gives way to well-capitalized conglomerates and public companies. In Episode #4 of\u00a0Oxford Road Presents: Media\u2019s New Deal, Dan speaks with Norm Pattiz himself, Chairman and CEO of PodcastOne and founder of Westwood One. Mr. Pattiz goes in-depth with Oxford Road, detailing his reasons for PodcastOne\u2019s recent merger with LiveXLive while weaving in tales from a stunning career of transforming the audio business. Norm will remain at the helm of PodcastOne in the new organization and shares a behind the scenes look at the impact the merger will have on his business and the industry as a whole.\nHighlights:\n\n6:27\u00a0\u2013 How losing his job at a fledgling Los Angeles TV station spawned the creation of one of the largest media companies in the world\n12:24\u00a0\u2013 How Norm took his knowledge and transitioned from a radio mogul to a podcast pioneer\n21:15\u00a0\u2013 How the podcast industry has shifted since he entered the business\n27:07\u00a0\u2013 Norm and Dan go deep into the details on PodcastOne\u2019s recent merger with LiveXLive, how he came to the decision, and what it means for the industry\n52:56\u00a0\u2013 Norm answers 10 Habit Hack Questions on how he\u2019s managing his time during the crisis","landing_redirection":""},{"id":1721,"title":"Oxford Road Presents: Media's New Deal, Episode 3","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5f0a13ea-2333-4b7f-9b26-5183db82d6cd_MNDep3.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-3\/","date":"May 13, 2020","description":"Welcome to Episode #3 of\u00a0Oxford Road Presents: Media\u2019s New Deal!\u00a0This week, Dan speaks with\u00a0Andy Lipset, CEO of SpokenLayer, the leading provider of media content on smart speakers for over 100 publishers including\u00a0Time Magazine,\u00a0TechCrunch,\u00a0The Economist,\u00a0Daily Beast, and just about every major publication you can imagine. Join us as Andy shares why short-form audio is the future, and how smart speakers are revolutionizing the audio landscape.\nHighlights:\n\n7:26\u00a0\u2013 Why short-form audio is the future of audio broadcasting moving forward\n15:03\u00a0\u2013 How smart speaker advertising offers exclusivity for brands without the clutter of traditional media\n16:34\u00a0\u2013 Flash Briefings 101\n25:15\u00a0\u2013 Why the smart speaker revolution is like mobile was 10 years ago\n30:03\u00a0\u2013 How voice recognition will help performance marketers track at a level only dreamed about in the past\n37:09\u00a0\u2013 Andy\u2019s Top 10 Habit Hacks he\u2019s using to push through the crisis\n45:34\u00a0\u2013 How the pandemic has impacted the medium\u2019s advertising portfolio\n\nClick\u00a0HERE\u00a0to listen to the full episode\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1670,"title":"OXFORD ROAD PRESENTS: MEDIA\u2019S NEW DEAL, EPISODE 3","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/645e2a3c-bf10-4209-88de-c53740a6432a_photo-1573152143286-0c422b4d2175.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-31\/","date":"May 13, 2020","description":"By: Oxford Road \n\nWelcome to Episode #3 of\u00a0Oxford Road Presents: Media\u2019s New Deal!\u00a0This week, Dan speaks with\u00a0Andy Lipset, CEO of SpokenLayer, the leading provider of media content on smart speakers for over 100 publishers including\u00a0Time Magazine,\u00a0TechCrunch,\u00a0The Economist,\u00a0Daily Beast, and just about every major publication you can imagine. Join us as Andy shares why short-form audio is the future, and how smart speakers are revolutionizing the audio landscape.\nHighlights:\n\n7:26\u00a0\u2013 Why short-form audio is the future of audio broadcasting moving forward\n15:03\u00a0\u2013 How smart speaker advertising offers exclusivity for brands without the clutter of traditional media\n16:34\u00a0\u2013 Flash Briefings 101\n25:15\u00a0\u2013 Why the smart speaker revolution is like mobile was 10 years ago\n30:03\u00a0\u2013 How voice recognition will help performance marketers track at a level only dreamed about in the past\n37:09\u00a0\u2013 Andy\u2019s Top 10 Habit Hacks he\u2019s using to push through the crisis\n45:34\u00a0\u2013 How the pandemic has impacted the medium\u2019s advertising portfolio\n\nClick\u00a0HERE\u00a0to listen to the full episode","landing_redirection":""},{"id":1740,"title":"Oxford Road Presents: Media's New Deal, Episode 2","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7f6b332f-6e19-446c-a2ed-31c5082a47fc_MND-Ep2.png","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-2\/","date":"May 6, 2020","description":"Welcome to Episode #2 of\u00a0Oxford Road Presents: Media\u2019s New Deal, our limited-run series designed to help marketers keep up with the changes in the age of Coronavirus.\nThis week, Dan speaks with\u00a0David 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\u2019s place is firmly fixed on the Mount Rushmore of Radio power players, and he is deciding (not speculating) on what comes next\u2026\nHighlights:\n\n5:42\u00a0\u2013 The challenges Entercom has had to contend with due to the health crisis\n10:21\u00a0\u2013 The hard decisions David has had to make as a leader to preserve the health of the organization\n15:24\u00a0\u2013 How Entercom has fared against competitive media companies\n20:13\u00a0\u2013 What the future looks like for media companies post-COVID-19\n29:31\u00a0\u2013 How Entercom is utilizing their unsold inventory and the opportunities for advertisers who can spend right now\n35:25\u00a0\u2013 David addressing the skepticism in the market around ratings reports\n45:58\u00a0\u2013 How the crisis will impact the podcast industry\u2019s growth trajectory\n48:13\u00a0\u2013 How audio is uniquely positioned to be useful in this new environment\n52:15\u00a0\u2013 How brands should think about hitting the right tone in their creative as listener preferences evolve\n54:40\u00a0\u2013 David\u2019s final advice to marketers planning the next few quarters\n\nListen on iTunes\nListen on Google Play Music\nListen on Spotify","landing_redirection":""},{"id":1590,"title":"OXFORD ROAD PRESENTS: MEDIA\u2019S NEW DEAL, EPISODE 2","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0c5b4e08-3829-4746-bcc2-2cd9f9d4e5e0_photo-1603796846097-bee99e4a601f.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal-episode-21\/","date":"May 6, 2020","description":"By: Oxford Road \n\nWelcome to Episode #2 of\u00a0Oxford Road Presents: Media\u2019s New Deal, our limited-run series designed to help marketers keep up with the changes in the age of Coronavirus.\nThis week, Dan speaks with\u00a0David 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\u2019s place is firmly fixed on the Mount Rushmore of Radio power players, and he is deciding (not speculating) on what comes next\u2026\nHighlights:\n\n5:42\u00a0\u2013 The challenges Entercom has had to contend with due to the health crisis\n10:21\u00a0\u2013 The hard decisions David has had to make as a leader to preserve the health of the organization\n15:24\u00a0\u2013 How Entercom has fared against competitive media companies\n20:13\u00a0\u2013 What the future looks like for media companies post-COVID-19\n29:31\u00a0\u2013 How Entercom is utilizing their unsold inventory and the opportunities for advertisers who can spend right now\n35:25\u00a0\u2013 David addressing the skepticism in the market around ratings reports\n45:58\u00a0\u2013 How the crisis will impact the podcast industry\u2019s growth trajectory\n48:13\u00a0\u2013 How audio is uniquely positioned to be useful in this new environment\n52:15\u00a0\u2013 How brands should think about hitting the right tone in their creative as listener preferences evolve\n54:40\u00a0\u2013 David\u2019s final advice to marketers planning the next few quarters","landing_redirection":""},{"id":1742,"title":"Oxford Road Presents: Media's New Deal","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/78d9a361-df80-43aa-81d4-4f352d83e3f0_5f7ed18f9aabb04164641730be20a5eb29694c3c.jpg","image_alt":"","button_text":"","topics":[],"category":["podcast","thought-leadership"],"termslug":"podcast, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-presents-medias-new-deal\/","date":"April 29, 2020","description":"The Influencer\u00a0is proud to announce the debut of our first-ever podcast,\u00a0Oxford Road Presents: Media\u2019s New Deal, (we know\u2026we\u2019re kinda late to the game).\nOur limited-run series is designed to help marketers adapt their businesses to the perpetually shape-shifting media landscape in the age of Coronavirus and beyond.\nYou\u2019ll get up-to-date insights on where things are headed, and practical advice for how you can win \u2014 no matter the circumstances.\nThis week, Oxford Road founder and CEO Dan Granger meets with Hernan Lopez, the man behind podcast powerhouse\u00a0Wondery\u00a0and creator of hit shows such as\u00a0Dr. Death,\u00a0Dirty John,\u00a0American History Tellers,\u00a0Business Wars, and more.\nListen as Dan and Hernan discuss the podcast landscape right now and what it will look like post-COVID, including:\n\nThe state of podcast listenership from an industry titan\nWhy host-read Podcast ads are here to stay, despite the influx of brand dollars\nHow Wondery had a\u00a0Tiger King\u00a0podcast before the Netflix show\nThe future of smart speakers as it pertains to Podcast\nWhy the\u00a0Axios\u00a0newsletter\u00a0is the most important item in your inbox\nWhy \u201ctrust\u201d is the most important thing for advertisers right now\n\nPlease Note:\u00a0Oxford Road Presents: Media\u2019s New Deal\u00a0will be released on iTunes and everywhere podcasts are consumed. Our friends at Apple are taking a bit longer to release the episode, but it\u2019s up on\u00a0Spotify\u00a0and will be on iTunes soon.\nWatch it on\u00a0YouTube\u00a0now!","landing_redirection":""},{"id":1746,"title":"COVID Strategy Requires Balance","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/41ceadba-9135-4dd3-a329-5f2c4de2c8ee_grumpy-greg.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/covid-strategy-requires-balance\/","date":"April 22, 2020","description":"Marketers are always looking for ways to maximize efficiencies, and in today\u2019s current climate, it\u2019s more essential than ever. Many brands are in retreat from demand-gen or \u201coffline\u201d channels in favor of the low-commitment reliability of digital channels. While digital marketing can appear to be the safe option to market your business in the short-term, it has its risks \u2014 marketing quickly becomes inefficient without the correct balance of online and offline marketing efforts.\nGrumpy Greg\nIn 2013, I was working on a large CPG account at a well-known agency. The client\u2019s business was 150 years old; a US household name with a well-known portfolio of brands. We had a gnarly old media planner on our team, Greg. We got on well, but to others, he came across as kinda frumpy. He always wore a jacket, was obsessed with diet coke, and only seemed to really come to life when he was talking about media and MRI. By the time I met Greg, he must have built a thousand media plans, and he knew media research like no one I\u2019d ever met.\nIt just so happened that the year I started was the same year one of this client\u2019s flagship brands decided to put all of their advertising dollars into digital. At the time, digital had been growing rapidly, social media was still a thrilling buzzword, and smart clients \u201cknew\u201d traditional media was no longer needed to reach millennial moms. Media consumption patterns had changed, the old rules didn\u2019t apply, and going 100% digital was just a smarter, more efficient use of budget. Greg pushed back hard to no avail, telling them it was madness and that they were abandoning decades of experience and knowledge. It was offline that had made these brands what they were! He was disregarded as behind-the-times, and the all-digital plan proceeded.\n\u201cThey were abandoning decades of experience and knowledge. It was offline that had made these brands what they were!\u201d\nFast forward a year, as the annual planning cycle resumed. The brand manager came into the meeting room and \u2014 kudos to her \u2014 walked straight up to Greg and candidly began the meeting with: \u201cYou were 100% right. Last year was a disaster. Let\u2019s not do that again this year.\u201d Needless to say, Greg had their full attention in the next planning cycle.\nOffline Media\u2019s Role in a Digital Landscape\nMarketers\u2019 defining tendency may be to rush towards shiny new objects without considering their true value in the context of the bigger picture. (The bigger picture is selling your company\u2019s product as effectively as possible.) Rather than jumping on the next new fad, here at Oxford Road, we are focused on data and empirically-supported recommendations. There is actually a ton of data and research on the role of offline media in a company\u2019s strategy, but most of it is ignored by marketers.\nConsider the work of the Ehrenberg Institute, popularized by Byron Sharp\u2019s How Brands Grow (perhaps the most important marketing book of the last twenty years \u2014 or ever, for that matter). Their comprehensive body of research demonstrates law-like patterns in different markets and categories all over the world. Sharp\u2019s first insight: new customers are a prerequisite for growth. This implication on media strategy: broad reach media play an essential part in meaningful, mid-to-long-term growth for almost all brands.\nBut the analysis of the relationship between offline and online media goes far beyond Sharp\u2019s work. Binet and Field\u2019s Marketing in the Era of Accountability analyzed 30 years of data from the IPA\u2019s database of the most effective marketing campaigns. The publication changed the London advertising landscape for good, had a palpable influence on US strategy, and is still rippling out to the rest of the world.\n\u201cDigital and offline media work best together. They compliment each other and work synergistically. Neither is a substitute for the other.\u201d\nSubsequent editions of Binet and Field\u2019s work have looked at short vs long-term needs and approaches, as well as changes that have occurred as digital has matured. However, the general findings have not changed \u2014 digital and offline media work best together by complementing each other and working synergistically. Neither is a substitute for the other. Campaigns that work really well over the medium-to-long term (defined as 6 months or more) typically have a balance of both offline and online media. These are campaigns that drive significant revenue growth, margin growth, market share gain, or some combination of these and other factors. (It is actually by being able to create, grow, or defend margin that marketing makes its largest contribution to corporate profitability.)\nOnline media is great at tracking and converting lower-funnel leads, but terrible at creating them. Online media is not good at creating demand, building awareness, or creating emotional connections and desirability. Therefore, a digital-heavy strategy may help in the short-term, but it comes at the cost of failing to fill your upper funnel, and is likely to seriously damage your brand\u2019s mid-to-long-term health. In fact, after over a decade of research into marketing effectiveness, Binet and Field concluded that short-termism is the greatest threat to effective (i.e. profitable) marketing today. This view has been echoed by Harvard Business Review and Sir Martin Sorrell, among many other people worth listening to.\nMarketers ahead of the curve are already aware of the importance of correctly balancing online and offline media spend. Look at the trend in the chart below comparing TV spending among Amazon, Alphabet, and Facebook. Perhaps you think these guys are dumb. Or perhaps you think they\u2019re paying attention to good quality data, and following them would be a smart idea.\nOxford Road\u2019s strategy team is always available to our clients to guide them on the best allocation of their marketing dollars. Each approach is individual, tuned to their product, existing market conditions, category dynamics, and best practices from our proprietary performance marketing database. But all of this is always underpinned by the very best of empirically-derived marketing data available.\nUnlike many marketers, we do not work on intuition, follow the herd, or rely on unfounded assumptions about media and creative strategy. That approach means setting yourself up for failure, especially in today\u2019s climate. We agree that your marketing strategy should shift in the wake of the COVID pandemic, but if you\u2019re tempted to sacrifice offline media in favor of the cheap, short-term efficiencies of an all-digital campaign, let us be the \u201cGrumpy Greg\u201d, urging you to keep a healthy balance of both. Also, there are tremendous opportunities in offline right now. Marketers who take advantage will reap the rewards in the short-term \u2014 but also in the medium- and long-term.","landing_redirection":""},{"id":1663,"title":"COVID STRATEGY REQUIRES BALANCE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b153fd7a-f261-40db-9e74-c0a7ec902362_photo-1605377347958-e8bd4c00ba1d.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/covid-strategy-requires-balance1\/","date":"April 22, 2020","description":"By: Giles Martin \n\nMarketers are always looking for ways to maximize efficiencies, and in today\u2019s current climate, it\u2019s more essential than ever. Many brands are in retreat from demand-gen or \u201coffline\u201d channels in favor of the low-commitment reliability of digital channels. While digital marketing can appear to be the safe option to market your business in the short-term, it has its risks \u2014 marketing quickly becomes inefficient without the correct balance of online and offline marketing efforts.\nGRUMPY GREG\nIn 2013, I was working on a large CPG account at a well-known agency. The client\u2019s business was 150 years old; a US household name with a well-known portfolio of brands. We had a gnarly old media planner on our team, Greg. We got on well, but to others, he came across as kinda frumpy. He always wore a jacket, was obsessed with diet coke, and only seemed to really come to life when he was talking about media and MRI. By the time I met Greg, he must have built a thousand media plans, and he knew media research like no one I\u2019d ever met.\nImage: Getty Images\nIt just so happened that the year I started was the same year one of this client\u2019s flagship brands decided to put\u00a0all\u00a0of their advertising dollars into digital. At the time, digital had been growing rapidly, social media was still a thrilling buzzword, and smart clients \u201cknew\u201d traditional media was no longer needed to reach millennial moms. Media consumption patterns had changed, the old rules didn\u2019t apply, and going 100% digital was just a smarter, more efficient use of budget. Greg pushed back hard to no avail, telling them it was madness and that they were abandoning decades of experience and knowledge. It was offline that had made these brands what they were! He was disregarded as behind-the-times, and the all-digital plan proceeded.\n\u201cThey were abandoning decades of experience and knowledge. It was offline that had made these brands what they were!\u201d\u00a0\nFast forward a year, as the annual planning cycle resumed. The brand manager came into the meeting room and \u2014 kudos to her \u2014 walked straight up to Greg and candidly began the meeting with: \u201cYou were 100% right. Last year was a disaster. Let\u2019s not do that again this year.\u201d Needless to say, Greg had their full attention in the next planning cycle.\nOFFLINE MEDIA\u2019S ROLE IN A DIGITAL LANDSCAPE\nImage: Photoplan\nMarketers\u2019 defining tendency may be to rush towards shiny new objects without considering their true value in the context of the bigger picture. (The bigger picture is selling your company\u2019s product as effectively as possible.)\u00a0 Rather than jumping on the next new fad, here at Oxford Road, we are focused on data and empirically-supported recommendations. There is actually a ton of data and research on the role of offline media in a company\u2019s strategy, but most of it is ignored by marketers.\nImage: Getty Images\nConsider the work of the Ehrenberg Institute, popularized by Byron Sharp\u2019s\u00a0How Brands Grow\u00a0(perhaps the most important marketing book of the last twenty years \u2014 or ever, for that matter). Their comprehensive body of research demonstrates law-like patterns in different markets and categories all over the world. Sharp\u2019s first insight: new customers are a prerequisite for growth. This implication on media strategy: broad reach media play an\u00a0essential\u00a0part in meaningful, mid-to-long-term growth for almost all brands.\nBut the analysis of the relationship between offline and online media goes far beyond Sharp\u2019s work. Binet and Field\u2019s\u00a0Marketing in the Era of Accountability\u00a0analyzed 30 years of data from the IPA\u2019s database of the most effective marketing campaigns. The publication changed the London advertising landscape for good, had a palpable influence on US strategy, and is still rippling out to the rest of the world.\n\u201cDigital and offline media work best together. They compliment each other and work synergistically. Neither is a substitute for the other.\u201d\nSubsequent editions of Binet and Field\u2019s work have looked at short vs long-term needs and approaches, as well as changes that have occurred as digital has matured. However, the general findings have not changed \u2014 digital and offline media work best together by complementing each other and working synergistically. Neither is a substitute for the other. Campaigns that work really well over the medium-to-long term (defined as 6 months or more) typically have a balance of both offline and online media. These are campaigns that drive significant revenue growth, margin growth, market share gain, or some combination of these and other factors. (It is actually by being able to create, grow, or defend margin that marketing makes its largest contribution to corporate profitability.)\nOnline media is great at tracking and converting lower-funnel leads, but terrible at creating them. Online media is not good at creating demand, building awareness, or creating emotional connections and desirability. Therefore, a digital-heavy strategy may help in the short-term, but it comes at the cost of failing to fill your upper funnel, and is likely to seriously damage your brand\u2019s mid-to-long-term health. In fact, after over a decade of research into marketing effectiveness, Binet and Field concluded that short-termism is the greatest threat to effective (i.e. profitable) marketing today. This view has been echoed by\u00a0Harvard Business Review\u00a0and\u00a0Sir Martin Sorrell, among many other people worth listening to.\nMarketers ahead of the curve are already aware of the importance of correctly balancing online and offline media spend. Look at the trend in the chart below comparing TV spending among Amazon, Alphabet, and Facebook. Perhaps you think these guys are dumb. Or perhaps you think they\u2019re paying attention to good quality data, and following them would be a smart idea.\n\nOxford Road\u2019s strategy team is always available to our clients to guide them on the best allocation of their marketing dollars. Each approach is individual, tuned to their product,\nexisting market conditions, category dynamics, and best practices from our proprietary performance marketing database. But all of this is always underpinned by the very best of empirically-derived marketing data available.\nUnlike many marketers, we do not work on intuition, follow the herd, or rely on unfounded assumptions about media and creative strategy. That approach means setting yourself up for failure, especially in today\u2019s climate. We agree that your marketing strategy should shift in the wake of the COVID pandemic, but if you\u2019re tempted to sacrifice offline media in favor of the cheap, short-term efficiencies of an all-digital campaign, let us be the \u201cGrumpy Greg\u201d, urging you to keep a healthy balance of both. Also, there are tremendous opportunities in offline right now. Marketers who take advantage will reap the rewards in the short-term \u2014 but also in the medium- and long-term.","landing_redirection":""},{"id":1749,"title":"The True State of Audio Listenership","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b5d3f843-a461-4866-830e-4723ec2ba200_dan.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-true-state-of-audio-listenership\/","date":"April 16, 2020","description":"The first data from\u00a0Nielsen\u00a0on 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\u2019s\u00a0Pierre Bouvard\u00a0earlier this morning to get to the bottom of what\u2019s really going on.\nHighlights below:\n\nNielsen\u2019s PPM data suggests a drop of just 4% in total listenership on radio? Can we believe this?\nAverage persons listening to the radio at any given time is down just\u00a0 10%\nDespite the fact that most of us are in quarantine, Nielsen data says 62% of radio listening is away from home.\nWhile 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\u2019s not as surprising.\n\nListen to the full interview\u00a0HERE","landing_redirection":""},{"id":1593,"title":"THE TRUE STATE OF AUDIO LISTENERSHIP","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0c11be87-d655-4d4a-8c03-3617c18162bd_photo-1587314199858-905a5e5b618f.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-true-state-of-audio-listenership1\/","date":"April 16, 2020","description":"By: Dan Granger \n\nThe first data from\u00a0Nielsen\u00a0on 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\u2019s\u00a0Pierre Bouvard\u00a0earlier this morning to get to the bottom of what\u2019s really going on.\nHighlights below:\n\nNielsen\u2019s PPM data suggests a drop of just 4% in total listenership on radio? Can we believe this?\nAverage persons listening to the radio at any given time is down just\u00a0 10%\nDespite the fact that most of us are in quarantine, Nielsen data says 62% of radio listening is away from home.\nWhile 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\u2019s not as surprising.\n\nListen to the full interview\u00a0HERE","landing_redirection":""},{"id":1752,"title":"Lessons from Economic History: Advertising in an Economic Downturn","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b1dfccdc-5b59-47fb-b0de-0e26f87e68ea_Screen+Shot+2020-03-26+at+6.31.59+PM.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/lessons-from-economic-history-advertising-in-an-economic-downturn\/","date":"April 8, 2020","description":"\u201cWhen times are good, you should advertise. When times are bad, you must advertise.\u201dThis quote by advertising pioneer Bruce Barton was written nearly 100 years ago. While it may be easy for an advertising agency to proclaim that advertisers should stay the course, there isoverwhelming evidencethat suggests this is precisely what (eligible) marketers need to do right now. So before canceling your contracts and hiding under the bed until this thing blows over, consider an alternative strategy; one that has been proven to achieve long-term success well beyond when things return to normal.\n\nA HISTORY LESSON\n\u00a0\nFirst, let\u2019s take a look at other periods of economic decline and see how savvy advertisers responded. During the recession of 1923, advertising executive Roland S. Vaile tracked 200 companies and reported that those who continued to advertise during the downturn were 20% ahead of where they had been before the recession, while companies that reduced advertising were 7% below their 1920 levels. Yes, the media landscape is vastly different a century later. Still, in each economic downturn measured over the past hundred years, there are countless examples of advertisers who were able to overtake the competition by continuing to innovate and maintain their advertising budgets. In a\u00a0Forbes\u00a0story published last fall, Brad Algate listed a few examples:\n\u00a0\nTHE 1930\u2019S \u2014 KELLOGG\u2019S DESTROYS POST\nBefore the Great Depression, Post led the emerging ready-to-eat breakfast cereal category. But during the economic collapse, Post cut their ad budgets significantly, while their\u00a0long-time rival Kellogg\u2019s\u00a0doubled ad spending. The company opted to promote their new cereal,\u00a0Rice Krispies\u00a0featuring the \u201cSnap, Crackle, and Pop\u201d catch phrase. As a result, Kellogg\u2019s grew its profits by 30%, becoming the category leader and maintaining the position a\u00a0century later. Post, as it turns out, isn\u2019t even in the top 10.\n\u00a0\nTHE 1970\u2019S \u2014 TOYOTA SQUASHES THE BUG\nThroughout the sixties and seventies, Volkswagen reigned supreme as the leading importer of automobiles to the U.S. Their Beetle was ubiquitous. By 1970, V.W. reached a peak market share of 5.6% in the U.S. However, during the energy crisis-triggered recession of 1973 \u2013 75, the U.S. government issued its first miles-per-gallon report in which Toyota\u2019s Corolla received high marks. Toyota considered cutting their ad budgets, but upon experiencing strong sales in this period, they resisted. By staying the course and continuing to advertise, Toyota overtook Volkswagen as the number one imported carmaker in 1976, and they haven\u2019t looked back since.\u00a0This animated chart\u00a0shows Toyota\u2019s impressive growth by year. Today, Toyota is third in total U.S. car sales behind only Ford and G.M.\n\u00a0\nTHE 1990\u2019S \u2014 RONALD MCDONALD STUMBLES ON HIS BIG RED SHOES\nWhile it may have been attributed to a slew of\u00a0menu item\u00a0fails, during the 1990 recession, McDonald\u2019s slashed its advertising and promotional budgets. Meanwhile, competitors Pizza Hut and Taco Bell maintained their ad spending. The result: Pizza Hut increased sales by 61%, Taco Bell sales grew by 40%, and McDonald\u2019s sales declined by 28%. While\u00a0McDonald\u2019s is still the top fast-food chainin America, Taco Bell and Pizza Hut were able to steal much-needed market share during the economic dip.\n\u00a0\nTHE 2000\u2019S \u2014 HOUSE OF THE RISING \u201cZON\u201d\nIn 2008, amidst the collapse of the American banking system, Amazon sales grew by 28%. How did they accomplish this monumental feat? Innovation. Jeff Bezos guided Amazon to create new products (including the new Kindle line) during the slumping economy, which helped to expand their market share massively. In fact, for Christmas giving in 2009, Amazon customers bought more e-books than printed books for the first time in human history. Amazon established itself as an innovative company that offered lower-cost alternatives to cash-strapped consumers. Moreover, Amazon has always put profitability in third place after customer service and competitive dominance, allowing them to provide more products at lower prices and making them the go-to for consumers seeking convenience and savings. It\u2019s no wonder\u00a0their stock\u00a0is now worth nearly 15x what it was back then, as the third most valuable company in the world.\n\u00a0\nSHARE OF VOICE NOW = SHARE OF MARKET LATER\n\u00a0\n\u201cI have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.\u201d 1970\u2019s ad-man, J. Welsey Rosberg, Meldrum & Fewsmith\nDespite the successful track record for companies who continue to advertise, many will still pull back\u2014 this is good news for the bold! With less competition, you can gain share of mind in the short-term and gain market share in the long-term (Oxford Road\u2019s Giles Martin recently wrote\u00a0a great article\u00a0on this truth). Kantar estimates that brands who go dark during this pandemic will have a 39% reduction in brand awareness. Regaining their foothold will be hard-fought. Evaluating brand recall over the past five economic downturns, the\u00a0Millward Brown database\u00a0shows that companies who cut advertising efforts by more than half during a recession took between 3 \u2013 5 years to recover to pre-recession levels. However, brands that continue to advertise during a recession send a message of confidence and belief in the future, positioning them for even more significant growth when things bounce back.\n\u00a0\nUNPRECEDENTED ADVERTISING VALUE\n\u00a0\nDue to the supply and demand nature of media buying, the current advertising climate has created a buyer\u2019s market for brands. With some advertisers pulling back on their media spend, network partners are creating unprecedented deals for advertisers staying the course. For example, one major Podcast partner has offered 30% \u2013 50% discounts across their entire catalog for our clients \u2014 and that\u2019s just scratching the surface. Oxford Road is currently negotiating with every media partner to create opportunities that would have seemed laughable two months ago. Even if buyer demand is diminished during these times, the discounted cost of the media will result in a net gain for many performance marketers. You just have to do the math.\n\u00a0\nCONCLUSION\n\u00a0\nYes, the next few months will be tough sledding.\u00a0 But if you have the intestinal fortitude to continue to grow your brand through advertising, history suggests you\u2019ll be much better off long-term than those who run away with their tails between their legs.\nOne note of caution: make sure your creative strategy is appropriate in the current climate. The only thing worse than cutting your ad spend right now is running creative that\u2019s tone-deaf. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what\u2019s happening.\u00a0Fill out this short form, and upon completion, we\u2019ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.","landing_redirection":""},{"id":1689,"title":"A History Lesson","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2020\/04\/ScreenShot2021-02-06at8.38.5.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/when-times-are-good-you-should-advertise-when-times\/","date":"April 8, 2020","description":"By: Kyle Jelinek \n\n\u201cWhen times are good, you should advertise. When times are bad, you must advertise.\u201d This quote by advertising pioneer Bruce Barton was written nearly 100 years ago, but its message is more timely than ever. While it may be easy for someone in our position as an advertising agency to proclaim that advertisers should continue to stay the course despite the current economic conditions, there is overwhelming evidence that suggests this is precisely what marketers need to do right now. So before canceling your ad budgets and hiding in your bunker until this thing is over, consider an alternative strategy, one that has been proven to achieve long-term success long after things return to normal.\u00a0\n\n\nA History Lesson\n\nFirst, let\u2019s take a look at other periods of economic decline and see how savvy advertisers responded. During the recession of 1923, advertising executive Roland S. Vaile tracked 200 companies and reported that those that continued to advertise during the downturn were 20% ahead of where they had been before the recession, while companies that reduced advertising were 7% below their 1920 levels. Yes, these are different times, and the media landscape is vastly different a century later. Still, in each economic downturn measured over the past hundred years, there are countless examples of advertisers who were able to overtake the competition by continuing to innovate and maintain their advertising budgets. In a Forbes story published last fall, Brad Algate listed a few examples…\n\nThe 1930\u2019s – Kellog\u2019s Destroys Post:\u00a0\n\nBefore the Great Depression, Post led the emerging ready-to-eat breakfast cereal category. But during the economic collapse, Post cut their ad budgets significantly, while their long-time rival Kellogg\u2019s doubled ad spending. The company spent to promote their new cereal, Rice Krispies featuring Snap, Crackle, and Pop. As a result, Kellogg\u2019s grew its profits by 30%, becoming the category leader and have maintained the position a century later. Post, as it turns out, isn\u2019t even in the top 10 anymore.\n\nThe 1970\u2019s – Toyota Squashes the Bug:\n\n\nThroughout the sixties and seventies, Volkswagen reigned supreme as the leading importer of automobiles to the U.S. Their Beetle was ubiquitous. By 1970, V.W. reached a peak market share of 5.6% in the U.S. However, during the energy-crisis triggered recession of 1973-75, the U.S. government issued its first miles-per-gallon report in which Toyota\u2019s Corolla received high marks. Because Toyota was experiencing strong sales in this period, they considered cutting their ad budgets but resisted. By staying the course and continuing to advertise, Toyota overtook Volkswagen as the number one imported carmaker in 1976, and they haven\u2019t looked back. This animated chart shows Toyota\u2019s impressive growth by year. Today, Toyota is third in total U.S. car sales behind only Ford and G.M.\u00a0\n\nThe 1990\u2019s – The Decline of the Fast Food King:\n\n\nWhile it may have been due to a slew of menu item fails, during the 1990 recession, McDonald\u2019s slashed its advertising and promotional budgets. Meanwhile, competitors Pizza Hut and Taco Bell maintained their ad spending. The result; Pizza Hut increased sales by 61%, and Taco Bell sales grew by 40% while McDonald\u2019s sales declined by 28%. While McDonald\u2019s is still the top fast-food chain in America, Taco Bell and Pizza Hut were able to steal much-needed market share during the economic dip.\u00a0\n\nThe 2000\u2019s – Rise of The \u201cZon\u201d:\n\n\nIn 2008, amid the collapse of the American banking system, Amazon sales grew by 28%. How did they accomplish this monumental feat? Innovation. Jeff Bezos guided Amazon to create new products during the slumping economy, most notably with new Kindle products, which helped to expand their market share massively. In fact, for Christmas giving in 2009, Amazon customers bought more e-books than printed books for the first time in history. Amazon aligned itself as an innovative company that offered lower-cost alternatives to cash-strapped consumers. Moreover, Amazon has always put profitability in third place after customer service and competitive dominance, allowing them to provide more products at lower prices, making them the go-to for consumers trying to save money. It\u2019s no wonder their stock is now worth nearly 15x what it was back then.\n\nYou Can Gain Mindshare\n\n\u201cI have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.\u201d Senior VP, J. Welsey Rosberg, Meldrum & Fewsmith\n\nDespite the successful track record for companies who continue to advertise, many will still pull back; this is good news for you! With less competition, you can gain share of mind in the short-term, and in the long-term, gain market share. (Oxford Road\u2019s Giles Martin recently wrote a great article on this truth) Kantar estimates that brands that go dark during this pandemic will have a 39% reduction in brand awareness, and it\u2019s tough to get it back. Evaluating brand recall for, over the past five economic downturns, the Millward Brown database shows that companies who cut advertising efforts by more than half during economic downturns took between 3-5 years to recover to pre-recession levels. However, brands that continue to advertise during a recession send a message of confidence and a belief in the future, positioning them for even more significant growth when things bounce back.\n\nYou Will Get Better Deals on Advertising\n\nThe supply and demand nature of media-buying, the current advertising climate has created a buyer\u2019s market for brands. With some advertisers pulling back on their media spend, network partners are creating unprecedented deals for advertisers staying the course. For example, one major Podcast partner has offered a 30%-50% discount across their entire catalog for Oxford Road advertisers, resulting in tens of thousands of dollars in savings. And that\u2019s just scratching the surface. Oxford Road is currently negotiating with every media partner to create packages that would have been ridiculous two months ago. Even if the efficacy of your campaign decreases during these times, the discounted cost of the media could result in a net gain for performance marketers.\n\nIn Conclusion\n\nYes, the next few months are going to be difficult.\u00a0 But if you have the intestinal fortitude to continue to grow your brand through advertising, history suggests you\u2019ll be much better off long-term than those who run away with their tails between their legs.\u00a0\n\nOne note of caution, make sure your creative strategy is appropriate in the current climate. The only thing worse than cutting your ad spend right now is running creative that\u2019s tone-deaf. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what\u2019s happening. Fill out this quick form, and upon completion, we\u2019ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.\u00a0","landing_redirection":""},{"id":1753,"title":"Advertising as a Strategy","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4987681d-bb6a-4d08-b681-a00fcbdd7cef_ford-built-to-lend-a-hand-t1-large-2.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/advertising-as-a-strategy\/","date":"April 1, 2020","description":"As marketers in the Age of Coronavirus, we all have to walk a fine line between being too opportunistic and too passive to help. Consumers are as split on the topic as those of us charged with reaching them. Approximately 37% of consumers want to see brands advertise as normal; 28% want to see them change; and 35% aren\u2019t sure. This echoes the same things going through all of our clients\u2019 minds every day for the past few weeks.\nIn\u00a0Suzanne Vranica\u2019s Wall Street Journal article on the subject,\u00a0These Ads Were Meant to Be Clever. Now They Are Just Tone-Deaf, she puts it this way:\n\u201cAdvertisers are grappling with how to sell or promote anything these days without coming across as gauche or opportunistic.\u201d\nThere have already been winners and losers in this arena. We\u2019ve listed three recent examples of ads we found to be \u201ctone deaf\u201d, exploitative, or overly opportunistic, and three that are helpful, thought-provoking, and emotive.\n\nTHE LOSERS\nThese advertisers failed to do just about everything on this list of\u00a0recommendations\u00a0from Consumer Psychologist Kit Yarrow:\n\n\u201cBe Careful\u201d \u2013 better phrased as \u201cBe Kind\u201d or \u201cBe Human\u201d\nDon\u2019t make it about yourself\nTalk is Cheap \u2014 take action\nPut employees out front; skip celebrity endorsements\nHighlight your heritage and experience\n\nEXAMPLE #1:\nBMW receives backlash over distasteful COVID-19 Tweet\nBuying a $150,000 car flattens the curve??? The ultimate driving machine\u2019s marketing machine is NOT ultimate.\nEXAMPLE #2:\nPopeyes Gives Away Netflix Password\nGramma may not make it, but at least we have some Fried Chicken and a Netflix password now. Not Gramma\u2019s password\u2026that\u2019s just callous.\nEXAMPLE #3:\nMcDonalds Removes it\u2019s Corona Virus Message\nCoca-Cola\u00a0was able to pull a similar message off because, well, they\u2019re Coke, AND they\u2019re actually\u00a0donating real dollars to help.\n\nTHE WINNERS\nEXAMPLE #1:\nPortland\u2019s Aviation Gin donates portion of proceeds to out-of-work bartenders\nClass act. Fun fact \u2014 you can order\u00a0cocktails-to-go\u00a0in many states now. Support your local establishments, but please be responsible and don\u2019t spill.\nEXAMPLE #2:\nFord Promises to Lend a Hand\nFord still means \u201cFirst On Race Day\u201d [editor note (also, a Chevy guy): no, it doesn\u2019t], and their shift in strategy was perfectly timed. \u201cFord\u00a0created\u00a0its new ads in three days \u2014 unlike the four to six weeks that the company typically takes to craft ads.\u201d\nEXAMPLE #3:\nBudweiser\nWe couldn\u2019t agree more. The world\u2019s number one brewer committed $5 million and airtime to relief efforts. We may just switch our beer of choice.\n\nTHE BOTTOM LINE\nWith so much on the line for many businesses, critiquing their messaging approach feels a bit gauche in and of itself. Many businesses have not only been forced to the sidelines, they\u2019re days away from closing \u2014or, sadly, already out of business. If you are still able to operate, you have a responsibility to your stakeholders, customers, employees, investors, your family, and yourself to keep the economy moving. Here are a few ideas for how to approach your messaging in the current climate.\n\nHave empathy for people who are hurting.\nShow strength and optimism for the good that is ahead.\nFocus on highlighting what is essential in your value proposition.\nHighlight features and benefits that are suddenly more important than before.\nInclude an offer that helps customers in ways you were unwilling to before, by either making their lives better\nor donating a portion of their purchase to help those in greatest need.\nRemember, one thing that remains constant \u2014 you\u2019re still\u00a0communicating with people.\n\nAs Oxford Road Senior Vice President Giles Martin discussed in last week\u2019s\u00a0Influencer, if you\u2019re one of the lucky ones who can still advertise, then you should. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what\u2019s happening.\u00a0Fill out this quick form, and upon completion, we\u2019ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.","landing_redirection":""},{"id":1748,"title":"A Strategy to Manage Media Investment in Times of Uncertainty","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f053d630-408d-4844-a2ed-ea375d7e384c_candlestick-chart.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-strategy-to-manage-media-investment-in-times-of-uncertainty\/","date":"March 25, 2020","description":"With the DOW down 30% and the majority of the population self-isolating, many brands are focused on adjusting their messaging and pulling back or postponing media spend. It\u2019s always critical to have messaging that reflects culture, and we applaud some of the\u00a0great ideas\u00a0already in-market. The media portion is more tricky, however. Do we cut? Do we push back? Do we rebalance the mix? Let us guide you through these choppy waters!\nMEDIA CONSUMPTION PATTERNS & MEDIA MIX DECISIONS\nOverall, media consumption is soaring. A high-level view of people\u2019s current habits while at home shows substantive lift in many media-related activities.\nThe implications for overall media strategy right now:\n\nTV: Higher audience numbers will help pricing, which may already be favorable due to pull-backs, making now a great time to be investing. This includes OTT \/ CTV.\nDigital & Social: High audience availability but programmatic may be scaled back due to brands wanting to avoid contextually sensitive environments. Unlikely to be much change in pricing. Hold the line.\nOOH: Entertainment spends twice as much on OOH than the average category, and restaurants spend three times. Because these two categories have scaled back due to the current climate, there will be plenty of inventory \u2014 but we don\u2019t recommend this channel right now.\n\nWith regard to Radio and Podcast, first let\u2019s turn to radio. The most up-to-the-minute research (below) shows that 35% of people are listening to radio for local coronavirus news, and about 30% are reporting more radio listening overall.\nHowever, this is likely offset by reduced drive times. Our outlook for the immediate future of radio is neutral, and should be judged on a case-by-case basis.\nFor Podcast, as usual, the data is a little murkier. The listening seems to depend very much on genre. Some in the categories of general interest, leisure, and entertainment are reporting reductions in the 10% \u2013 20% range. News, however, is doing unsurprisingly well. Other categories that also seem to be doing ok are health and fitness, wellness, and even some sports (we gotta get our fix somehow.)\nBut how are these channels working from a performance standpoint? Below is an analysis of recent performance on Radio and Podcast across a representative sample of our client base.\nYou can see that as the coronavirus outbreak grew in seriousness, radio and podcast performance was not impacted, with strong overall client performance the weeks of 2\/24 and 3\/2. It did dip down the week of 3\/9, but to no lower than it had been in February. It dipped again last week as social restrictions came into fullest force, but by no means to an unprecedented level. (At Oxford Road, we have acted promptly across our client base to refresh messaging in alignment with the current climate).\nIn summary: performance is still holding up well among DTC companies as far as we can see. Of course, essential goods are seeing greater success than luxury, and supply chain challenges are preventing some otherwise viable businesses from benefiting in this moment. Much of radio (including streaming), TV, and many podcasts are seeing significantly higher audience numbers than usual right now. There is no reason to overreact to current conditions. What\u2019s more, many networks have excess inventory and are cutting unprecedented deals, creating a counter-balance for consumers\u2019 hesitation to spend on non-essential makers\u2019 goods and services. These advantages compound, of course, for advertisers still in the game \u2014 better pricing x higher audiences = more effectiveness.\nSPENDING THE RIGHT AMOUNT\nHow much should you be spending overall? Much of the budget-setting question depends on your time horizon. If you are just looking at next week or this month, of course you\u2019ll want to cut deeply. Your conversion rates for non-essential product sales are probably low. However, setting your budget requires thinking about marketing\u2019s contribution to your business in the medium and long-term, not just the short-term.\nWhat do we know about how budgets impact business performance beyond the immediate future? The best approach is to think about budget in terms of share-of-voice (SOV) rather than a dollar figure. How much your competitors are spending clearly has a large impact on how much advertising can grow your business, and SOV is best understood in terms of its relationship to your market share. The chart below demonstrates the essence of growth as it relates to SOV, a principle which has been demonstrated by hundreds of case studies stretching back decades:\nReducing your budget means you are more likely to lose share in the medium to long-term (defined as 6 months plus) future. It also means you will have lower awareness, recall, and top-of-mind consideration when the market bounces back, making it harder for you to regain traction quickly.\nEven maintaining your budget at a time when others are cutting can be a very effective strategy. This is simply a mathematical truth \u2014 if the rest of the market cuts budgets by 20%, your SOV will increase 25% without you taking any action at all. If you\u00a0 also consider the extra efficiency you can get with your media dollars when deals are available, these advantages are even greater.\nAlso consider that maintaining a presence in the market helps project an image of corporate stability and confidence at a time when it\u2019s sorely needed. You also have less noise among your competitive set, making it easier to distinguish or (re)position yourself in the market. Zigging while others zag is a horribly overused and cliched expression, but when applied to your media thinking, it could set you up for meaningful success in the future.\nThe father of brand planning,\u00a0Stephen King\u00a0(not the one who\u00a0predicted our current crisis\u00a0in a fiction novel), conducted an extensive analysis of advertisers\u2019 response to difficult economic times by tracking increases, decreases, and stability in advertising budgets. In ALL cases, there was a decline in short-term ROI. At Oxford Road, we believe this cannot be avoided in most categories. The main difference between these cases was that those who decreased their investment saw subsequent market share loss, while those that maintained or increased budgets increased market share (i.e. the latter group were in a stronger position when markets recovered).\nThe key takeaways here: channels like TV and certain pockets of audio are positioned to perform strongly at this time, and advertisers that can stay in the market will take advantage of great deals, consolidate their position, and drive more meaningful mid-to-long term growth than they\u2019d be able to do at any other time. Of course, these are difficult decisions to make, and we want to be sure to focus our clients\u2019 thinking on the needs and imperatives of the business, not just momentary panic. Our job is to ensure they are getting the best possible advice to navigate these times and come out ahead on the other side.","landing_redirection":""},{"id":1733,"title":"Flattening the Economic Curve","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/d73adb02-a037-409d-8570-4087481349b0_the-economic-curve.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/flattening-the-economic-curve\/","date":"March 18, 2020","description":"STRANGE DAYS HAVE FOUND US\n\u00a0\nAmerican business is facing a massive reorganization. Executives used to feeling in control are now awaiting a verdict, hoping for a temporary pay cut and hoping it isn\u2019t a pink slip.\nThe problem isn\u2019t just\u00a0the problem. It\u2019s the uncertainty that triggers the fear and anxiety, because we no longer can support the illusion of control we have been nurturing. Those of us business owners who have the luxury of continuing operations are instead only having tense conversations with customers, suppliers and vendors. We are adjusting our forecasts for the second quarter. We are making new economic models and planning scenarios, hoping for a quick recovery and praying that the other shoe does not drop.\u00a0\nWe should be grateful, because we are the ones who can affect the most change.\u00a0\nLet\u2019s consider the idea of \u201cflattening the curve\u201d as a metaphor for business. If people expand their distance and limit social interaction, the problem doesn\u2019t vanish, but it becomes manageable and buys us time to adapt. Similarly, if we rush into the grocery store, clear the shelves of toilet paper, cleaning products and even water, then we perpetuate fear and panic, which triggers other people to come in and buy out what\u2019s left. Fear of powerlessness descends into an ever-increasing cycle of panic and irrational behavior. If you\u2019re still on Facebook, you know what I\u2019m talking about. None of this contributes to stability, as consumer confidence plummets below the necessary losses we have to incur due to protective measures. Our fear and anxiety makes what could have been a manageable problem much less manageable as we react to ideas of how bad things could be, rather than how they are.\u00a0\nThe point here is not about managing the disease, nor home economics. This is about the importance of how all of us behave at this very moment, especially business owners\u2026\u00a0\n\nSERVING STAKEHOLDERS\n\nOnly last year, didn\u2019t the \u201cBusiness Roundtable\u201d announce that the purpose of a business was not just to serve shareholders, but rather \u201cStakeholders\u201d\u00a0\u2014\u00a0including \u201cdealing fairly and ethically with our suppliers\u201d?\nLet me be clear: if you are using this moment to hoard resources, and exploiting the fact that the world is suffering so your profits don\u2019t dip in the next 90 days, then how are you any better than the person who showed up at the grocery store last Tuesday and cleared out all of their toilet paper? You won\u2019t singlehandedly do decades worth of damage to what was an extraordinary economy, but you certainly won\u2019t be helping the cause. In fact, you may unknowingly disrupt your own supply chain, and eventually people will be terminated due to your overreaction and fear.\u00a0\nThat is not to say we should stand idly by and do nothing to adapt our businesses to our present circumstances. But on behalf of the hundreds, thousands, or millions of people who live downstream from your decisions, please consider that there is a better way.\u00a0\nIf you purchase a product or service from a supplier, and you know that supplier has been forced to forfeit significant revenues due to other customers who are now unable to operate, should you crush them in negotiation for immediate gain? Is it possible that in their new present circumstances, they will work with you to provide an advantage via pricing or surplus inventory to support you and minimize losses as you hold steady as a partner? Of course they will. In a moment like this, it is not the time to gouge.\u00a0\nIt can be argued that we are several generations removed from knowing true economic hardship in this country. We may have our chance to catch up very soon. Suddenly, we have companies \u2013 real people \u2013 experiencing real hardship unlike anything we\u2019ve seen in our lifetime. It need not be so. We don\u2019t need to hog the respirator. We don\u2019t need to hoard the toilet paper. We don\u2019t need to kill contracts as a knee jerk reaction to what still could be a temporary issue. What we do need is to see this moment for what it is: an opportunity to demonstrate wisdom as we control what we can, without clutching more tightly than we need to. That starts with our behavior in our lives and in our work. We need to take it one day at a time.\nIn our respective fields, this moment is a test of our leadership. How we respond to this test may have dramatic consequences as to how soon and how well we recover. It will say volumes about our character. We all need a shot of courage and what we used to call \u201cAmerican Ingenuity\u201d.\u00a0\n\nTHE WORLD NEEDS HEROES\n\nThis is a chance to reject cowardice and show courage so that we can come out of this stronger than we went in. Choose to let faith conquer fear, and become the hero we need to flatten the economic curve. Come on, American business! Let\u2019s do our bit.","landing_redirection":""},{"id":1745,"title":"Podcast Pixel Tracking 101","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/2d2448e3-2129-40e8-86fb-a826a0abd34f_pixels.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-pixel-tracking-101\/","date":"March 11, 2020","description":"The Influencer\u00a0has been touting the advantages of the tried and true \u201cHow Did You Hear About Us\u201d (HDYHAU or Hi Dee How) survey and why it\u2019s still the gold standard in measuring non-direct conversions for an offline campaign. This week, we will share our take on the growing pixel-based methodology that has emerged over the past year.\n\nWhy Pixel Track Anyway?\nDespite its ease of use and wide adoption, survey methodologies have their limitations, and many marketers feel a survey in any form is problematic. A report from\u00a0OpinionLab\u00a0indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through, and 52% of customers said that they would not spend more than 3 minutes filling out a feedback form. As a result, marketers net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything.\n\nWho\u2019s doing it?\nWhile the list grows every week, Claritas (formerly Barometric), Chartable, LeadsRx, and PodTrac are leading the charge for pixel tracking in podcast. Though their methodologies vary, the basic technologies are very similar. At Oxford Road, we\u2019re currently testing all four of these attribution partners with various clients to evaluate their effectiveness.\n\nHow does it work?\nFirst, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 30-days prior to launch to establish a baseline.\u00a0\nNext, we identify which podcasts in your buy can actually place pixels. From our experience, 30% \u2013 40% of the podcasts our advertisers regularly buy can place pixels depending on what platform the podcast uses (Megaphone, Art19, AdsWizz, etc.). If the podcast can place pixels, the attribution partner will drop a millisecond-length audio pixel into the show\u2019s content that is undetectable to the listener.\u00a0\nQuality providers like those mentioned above use a robust control and exposed methodology to isolate the \u2018baseline\u2019 level of interest and activity on a client\u2019s website. This is crucial, because it prevents over-estimating the impact of Podcast on your business. Be aware that certain unscrupulous agents are keen to push less robust methodologies on to their clients, as they show their channels to be performing better than they really are.\nFor clients who rely on an app (think the Headspaces of the world), certain vendors have integrations pre-built with different app analytics vendors. It\u2019s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner.\n\nHow much does it cost?\nSome podcast networks are adding pixel tracking free of charge with a minimum buy. While this seems enticing, it may involve buying shows that wouldn\u2019t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we determine which podcasts can place pixels and implement accordingly. While this approach may generate a $1 \u2013 $5 bump in CPM on the trackable podcasts, the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let\u2019s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $5,833 based on an average CPM of $30 and a $3 upcharge, and well worth the investment if you meet the criteria below.\n\nShould you pixel track your campaign?\nMaybe\u2026\u00a0\nCompanies that cannot utilize a post-purchase survey in their funnel should consider pixel tracking, as it is the surest way to calculate non-direct performance.\u00a0\nIf your company uses a post-purchase survey but internal buy-in on the methodology is in question, pixel tracking can provide a second data point for validation.\u00a0\nFor advertisers who trust the survey methodology to measure channel performance, pixel tracking can add another view of campaign performance and should also be considered for validation purposes.\nDespite all of the interest around pixel tracking podcast, it\u2019s important to note that the methodology is still in an early stage. As pixel tracking podcasts matures, it may very well become the standard,\u00a0but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no one attribution methodology is truly accurate, your goal is to find convergence in data signals and even at its current state, this is something pixel tracking can provide.","landing_redirection":""},{"id":1750,"title":"The Difficult Task of Offline Media Measurement","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/2bb443dc-f539-4775-8690-dba3e3f1e2e8_people-on-phones.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-difficult-task-of-offline-media-measurement\/","date":"March 4, 2020","description":"Why is measuring offline media difficult? There are many reasons. Some of the more obvious ones that distinguish offline from digital media are the lack of measurable clicks, a more limited data set, and no immediately obvious or trackable response path. These can certainly make measurement a challenge. However, many of the companies that come to us for help with offline media will often share such concerns without acknowledging the related concerns that also exist for digital. While digital is flooded with data, people often don\u2019t take the time to consider what they should measure and why, making digital attribution arguably as challenging as offline.\nLast\u00a0week, we wrote about the methodology behind the \u201dHi Dee How\u201d survey for offline attribution. Many new clients, particularly those that consider themselves to be more sophisticated, have substantive concerns about using a survey to attribute offline contribution. To them, it seems inaccurate, crass, and evocative of 1999, and they insist that there must be a better way.\nFor many organizations, Market Mix Models have emerged as a best practice to measure offline, as they seem more robust than a simple survey. People seldom heed George Box\u2019s wise words, however: \u201cAll models are wrong, but some models are useful.\u201d MMM\u2019s are often not as valuable as they could be for young, D2C-type companies because they don\u2019t know how to correctly use and interrogate them. They\u2019re not asking if their model is useful, and if so, how and where. Not to mention, these models are expensive, slow, and time-consuming to build and run.\nMultitouch (MTA) solutions often fail to incorporate offline attribution in any way that\u2019s meaningfully congruent with their capture of every digital touch on the customer journey. Some vendors shoehorn in offline with a different methodology and claim that they\u2019ve made a coherent \u2018holistic\u2019 picture of every touchpoint \u2014 but it\u2019s simply not true. The methodologies are totally different.\nEven if we look at online, the results are disappointing. Solutions that are restricted to the digital world also struggle to add value. At least 80% of the clients we meet use last-click attribution as their main methodology, even though click-based optimization has been\u00a0poo-pooed\u00a0for arguably a decade or more (note: that study is authored by one of the world\u2019s foremost data scientists, Claudia Perlich.)\nIn essence, people don\u2019t have good solutions, even online. It\u2019s rare to find a client who\u2019s had a really positive experience with any of these expensive attribution vendors, or who has had a real success story with media optimization using these findings. Tellingly, a 2017 survey by The Data & Marketing Association found that only 7% of marketers are satisfied with their attribution efforts.\nSo to those clients who\u00a0poo-poo\u00a0the not-so-sexy survey, we ask: why are you skeptical? The survey does not claim or strive to be the magic answer. It merely claims to give you an approximation of what a channel is doing for your business, in a reliable, easily implemented, and understandable way. Simplicity is sometimes regarded negatively, but we\u2019re with E.F. Schumacher on this: \u201cAny intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius \u2014 and a lot of courage to move in the opposite direction.\u201d\nThe survey does not falsely claim precision, as so many of these other approaches do. It will, however, show you the exposure in that channel, and allow you to measure a growing contribution to your business. Here is an example that demonstrates weekly spend for a new client and growth in survey responses.\nThe data reflects the channel\u2019s growing contribution to customer acquisition, and disputes that the channel\u2019s overall value to the business cannot be estimated from a seemingly simple survey.\nThe survey is not a perfect form of attribution, nor does it claim to be very precise. That said, there is no perfect form of attribution, and few, if any, are truly precise. Millions have been invested in attribution solutions, but there are no obvious winners and few \u2018right answers\u2019 flying around.\u00a0The bottom line is that clients who use a survey have a vastly larger chance of scaling than those who don\u2019t, and it\u2019s very hard to succeed without one.\nWhile new digital-style attribution in Podcast offers a welcome alternative, the industry is still learning about their strengths and weaknesses. We have been testing them with success, but caution clients to not dismiss the value of the old-fashioned survey.","landing_redirection":""},{"id":1751,"title":"Hi Dee How","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1750b7ae-e42a-490a-be13-041aad511dc5_podcasts.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/hi-dee-how\/","date":"February 26, 2020","description":"With the advent of pixel-based attribution in Podcast, there have been a lot of changes to the attribution landscape in the past year. Still, the How Did You Hear About Us (HDYHAU) post-purchase survey remains the gold standard for offline performance attribution. This week, we\u2019re pleased to present an updated article about the purpose and proper use of the HDYHAU survey that has benefited dozens of advertisers by allowing them to get more reliable performance data from their campaigns.\n\nThe Most Important Acronym in Offline Advertising: HYDHAU\nWe marketers love our acronyms. KPI, CPA, CAC, LTV, ROI, ROAS \u2013 it\u2019s all about measuring campaign performance. However, the acronym most performance marketers overlook is perhaps the most important one for offline marketing: HDYHAU, or the \u201cHow Did You Hear About Us\u201d survey.\nIn the digital age, almost everything is trackable. But when it comes to measuring channels like radio or podcast, you need to dig deeper, and even seasoned marketers are falling short. Late last year, The Influencer published\u00a0this article\u00a0on how to effectively measure offline advertising using the directional measurement of vanity URLs and promo codes in combination with the HDYHAU survey. Today, we will dive a bit deeper into why the HDYHAU is essential, and how to create one that will give your business what it needs to measure your offline advertising efforts accurately.\nThe 1-to-1 measurement of offline advertising is a recipe for failure because most of your customers will not actually follow your Call-To-Action instructions. Without a proper survey in place, you\u2019ll inaccurately attribute the lion\u2019s share of your campaign\u2019s response. In your radio, streaming or podcast ads, you\u2019ll likely ask listeners to visit a vanity URL or enter a promo code. Unless your offer is so ridiculously amazing that every single person listening would be foolish NOT to jump through the vanity URL\/promo code hoops, only 5% \u2013 25% of people will actually follow through. The better the offer, the more likely people will follow your path. But even with a great offer, a 1-to-1 ratio of signal to total response is impossible to achieve. Let\u2019s imagine you\u2019re a restaurant owner. You ask people to come to your establishment, but upon arrival, they must enter through the back door and give a secret password to enter. If all you\u2019re offering in return for their efforts is extra napkins, very few will go through the exercise. You could even offer free food for a year and many would still decide to use the front door. Your business website is no different. In this restaurant scenario, consider the HDYHAU survey to be akin to a person standing outside the restaurant, gathering intel on everyone\u2019s point of entry. The survey is the surest way to capture everyone that enters your funnel as a result of your campaign \u2013 even those who do so directly or through organic and paid search.\nSetup is easy, and many of our clients use SurveyMonkey, Grapevine, Typeform, or something similar to handle the HDYHAU. These options are relatively inexpensive or free, and can save your team the time and trouble of creating a survey from the ground up.\nOnce you\u2019ve made the wise decision to implement a HDYHAU survey, here\u2019s how to do it:\n\n1) Where To Place The HDYHAU\nWhile dropping your survey at the top of your funnel would yield the most statistically significant results, we do not want to interfere with any of the points in the funnel. Instead, a HDYHAU placed immediately after the final transaction on your site will keep your product and engineering teams happy. If an in-funnel survey is not possible (though in-funnel is the best case scenario), a post-purchase survey conducted daily via email is recommended. Alternatively, weekly and monthly surveys are also useful. However, it is important to note that the user recall and response rates will not be as reliable compared to a post-purchase survey emailed the same-day.\n\n2) The Survey Questions\nYour survey must be as simple as possible to ensure the highest response rate. Resist the temptation to list every single marketing outlet you\u2019ve ever tried (or want to try) and keep the options general. Broad categories like Radio, TV, Social Media, Podcast, Friend, Direct Mail and Other should suffice, but less is more. Throwing in a red herring like Yellow Pages will help weed out lazy responders, but don\u2019t include more than 10 options in your survey. The intent of the survey is to capture responses by channel, and you can track the directional impact of individual placements using vanity URLs or promo codes. With too many options, most people will not take the time to choose the correct path, and your survey results will be compromised. Avoid drop-downs and open-entry fields. Simple one-click buttons with only one selection per transaction is the best practice. Also, make sure your survey is randomized for proper distribution of results. If the top option is always Newspaper, that selection will be your \u201ctop\u201d response. If the list changes every time the survey is sent, your data will be cleaner. Of course, if you have \u201cOther\u201d as a response, that is the one item which should have a dedicated place in the list as the last option. In our experience, the responses in the \u201cOther\u201d bucket can be classified into other categories. If you have \u201cOther\u201d as an option, the responses should be proportionately based on each channel\u2019s share.\n3) Whom To Survey?\nThe survey should be distributed to ALL purchasers (or signups, if that is your KPI), or to enough randomized customers to gather statistically significant data. As a rule of thumb, aim to have at least a 30% response rate, but the volume of total transactions on your site will determine the percentage that\u2019s\u00a0statistically significant\u00a0for your business. Finding your response rate will require some trial and error, so before landing on a minimum number of customers to survey, start by surveying everyone. You can work your way down as you better understand how many customers are needed to give you the necessary data set, but more data is always better.\n\n4) When To Launch the HDYHAU?\nASAP. Whether it\u2019s fat fingers or simple non-compliance, there will always be a percentage of people who will click an incorrect response in your survey. Companies who have only run radio will get a small percentage of customers who swear they saw an ad on TV (that\u2019s radio doing it\u2019s \u201ctheater of the mind\u201d thing). Therefore, you will need to establish a baseline of false positives before the campaign launches. At a minimum, we recommend two weeks to determine your baseline for survey responses \u2014 the more data you can capture before launch, the better your attribution will be. Establishing a baseline of these false-positives before the campaign starts ensures more accurate projected results.\n\nUpdate: 2\/26\/2020\n5) What About Pixel Tracking?\nSince the original posting of this article, we have seen the emergence of pixel tracking on podcasts to provide a more accurate accounting of a campaign\u2019s non-direct traffic. While the promise of pixel tracking and the potential implications of this methodology are worthy of a thought piece of its own (stay tuned), it does have its limitations in its current state. There are currently only 3 main companies providing pixel tracking, and we\u2019re working with them all. Suffice to say, pixel tracking is still in its infancy and should not be your primary source of truth just yet. Our recommendation at this point is to continue to use the proven methods outlined above and explore these pixel-based methodologies as they become more established. Moreover, until we figure out how to drop pixels into our car stereos, you will still need a survey to track traditional audio channels like radio and satellite.\nAt Oxford Road, we\u2019ve helped clients go from 5% \u2013 10% survey response rates to well over 50% using these best practices. To see clients we\u2019ve helped and are doing the HDYHAU right, check out\u00a0Everlane,\u00a0Hippo Insurance\u00a0&\u00a0Boll & Branch.\nIf you\u2019re ready to take the leap into offline advertising, setting up a proper HDYHAU survey is the most cost-effective, statistically significant way to measure total campaign response. Without it, you\u2019re flying blind. If you\u2019re interested in learning more, schedule a free consultation with one of our experts by clicking\u00a0HERE.","landing_redirection":""},{"id":1754,"title":"Test or Target? To Find Your TV Audiences, Do Both","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/406184b1-f35f-4a20-99af-604a9fcceaed_audiences.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/test-or-target-to-find-your-tv-audiences-do-both\/","date":"February 19, 2020","description":"For ages, ad-buying firms offered one strategy to advertisers for reaching the right viewers: targeting based on predicted demographic, behavioral or psychographic metrics. This strategy has its shortcomings, however, and advances in measurement of actual responses mean advertisers should reevaluate the importance placed on predictive targeting in favor of a measurement-based testing strategy to identify the best targets.\nA predictive targeting strategy uses intuition or research to identify the ideal customer and goes all-in placing ads on channels favored by those customers, but the strategy has multiple failure points. The ability to accurately measure response results of ad placements means marketers can instead employ a testing strategy that involves rudimentary assumptions about the ideal customer, placing a small test budget on the ads, then analyzing the results to determine the way forward.\nThe strategies aren\u2019t mutually exclusive; advertisers would be smart to work with ad buyers that do some of each and make a cost-benefit analysis as to just how much targeting is worthwhile.\nOn the benefit side of the equation, targeting saves you money, in theory, by serving ads only to those interested in your products; as such, you place ads only where you expect they will perform well. On the cost side of the equation there are fees for purchasing research or data from third parties to make the targeting estimations. In addition, targeting alone will not let you know if you\u2019ve hit the mark and it\u2019s a costly mistake if recurring ads reach the wrong audience unbeknownst to the buyer.\nA measurement-based testing approach fills in the gaps by getting to data that\u2019s beyond the reach of a targeting-only methodology. Not only do you gain confirmation about where ads are working and not working, but it\u2019s often the case that you find previously unknown audiences that a targeting strategy would have missed.\nProviders who use a measurement-based testing approach compare actual response data from your placements against each other. Then the firm measures how effective those ads were. You learn more than just what works or doesn\u2019t; after testing, you can distinguish great markets from merely good ones, and good from mediocre. This information is then folded back into the buying process to optimize placements where audience response was best for the buck.\nWhen done properly, a measurement-based testing approach has significant cost savings over an approach based purely on targeting. Because you use small budgets for testing, you only lose money on the test ads that don\u2019t work out. For those tests that do work out, the benefits of that performance can be obtained again and again until a shift in audience response is detected \u2014 a shift that may not be detected without this strategy in place.\n\nAUDIENCES MOVE. TESTING HELPS YOU FOLLOW THEM.\nThis last point is a significant advantage of a measurement-based testing approach. It\u2019s not easy to tell who\u2019s watching the ads within a particular household or, in the case of streaming, on a particular account. And as\u00a0the number of channels grows, viewers have more choices and can customize their watch profiles. Target audiences can splinter or drift to other venues. It\u2019s also increasingly difficult to predict what your customers will watch over time. To tell if ads are still landing on their targets, marketers must repeat the research, test conversion, or both. If ad buyers continuously measure response to actual ad placements, they can very quickly shift investment to match the response profiles of the audiences. If you are only targeting, you may miss these shifts in response altogether.\n\nTEST SMALL. SCALE ON WHAT PERFORMS WELL.\nThe commitment to testing lets you take small, healthy risks. You may pay for some ads that turn out to be low performing. You may also strike gold where you would not have expected success. The truth comes out in the actual measurement of response; a predictive targeting strategy cannot uncover that.\nThe ability to precisely measure ad performance changes the game and those who are employing testing strategies based on response measurement are gaining significant value while skirting the costs of the old way of doing things.","landing_redirection":""},{"id":1641,"title":"TEST OR TARGET? TO FIND YOUR TV AUDIENCES, DO BOTH","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fafbc1ef-6191-44a0-99c8-c53e72b9e4e0_photo-1507878866276-a947ef722fee.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/test-or-target-to-find-your-tv-audiences-do-both1\/","date":"February 19, 2020","description":"By: Oxford Road \n\nBY BRAD GEVING, HEAD OF MEDIA BUYING & OPS, TATARI\nFor ages, ad-buying firms offered one strategy to advertisers for reaching the right viewers: targeting based on predicted demographic, behavioral or psychographic metrics. This strategy has its shortcomings, however, and advances in measurement of actual responses mean advertisers should reevaluate the importance placed on predictive targeting in favor of a measurement-based testing strategy to identify the best targets.\nA predictive targeting strategy uses intuition or research to identify the ideal customer and goes all-in placing ads on channels favored by those customers, but the strategy has multiple failure points. The ability to accurately measure response results of ad placements means marketers can instead employ a testing strategy that involves rudimentary assumptions about the ideal customer, placing a small test budget on the ads, then analyzing the results to determine the way forward.\nThe strategies aren\u2019t mutually exclusive; advertisers would be smart to work with ad buyers that do some of each and make a cost-benefit analysis as to just how much targeting is worthwhile.\nOn the benefit side of the equation, targeting saves you money, in theory, by serving ads only to those interested in your products; as such, you place ads only where you expect they will perform well. On the cost side of the equation there are fees for purchasing research or data from third parties to make the targeting estimations. In addition, targeting alone will not let you know if you\u2019ve hit the mark and it\u2019s a costly mistake if recurring ads reach the wrong audience unbeknownst to the buyer.\nA measurement-based testing approach fills in the gaps by getting to data that\u2019s beyond the reach of a targeting-only methodology. Not only do you gain confirmation about where ads are working and not working, but it\u2019s often the case that you find previously unknown audiences that a targeting strategy would have missed.\nProviders who use a measurement-based testing approach compare actual response data from your placements against each other. Then the firm measures how effective those ads were. You learn more than just what works or doesn\u2019t; after testing, you can distinguish great markets from merely good ones, and good from mediocre. This information is then folded back into the buying process to optimize placements where audience response was best for the buck.\nWhen done properly, a measurement-based testing approach has significant cost savings over an approach based purely on targeting. Because you use small budgets for testing, you only lose money on the test ads that don\u2019t work out. For those tests that do work out, the benefits of that performance can be obtained again and again until a shift in audience response is detected \u2014 a shift that may not be detected without this strategy in place.\nAUDIENCES MOVE. TESTING HELPS YOU FOLLOW THEM.\nThis last point is a significant advantage of a measurement-based testing approach. It\u2019s not easy to tell who\u2019s watching the ads within a particular household or, in the case of streaming, on a particular account. And as\u00a0the number of channels grows, viewers have more choices and can customize their watch profiles. Target audiences can splinter or drift to other venues. It\u2019s also increasingly difficult to predict what your customers will watch over time. To tell if ads are still landing on their targets, marketers must repeat the research, test conversion, or both. If ad buyers continuously measure response to actual ad placements, they can very quickly shift investment to match the response profiles of the audiences. If you are only targeting, you may miss these shifts in response altogether.\nTEST SMALL. SCALE ON WHAT PERFORMS WELL.\nThe commitment to testing lets you take small, healthy risks. You may pay for some ads that turn out to be low performing. You may also strike gold where you would not have expected success. The truth comes out in the actual measurement of response; a predictive targeting strategy cannot uncover that.\nThe ability to precisely measure ad performance changes the game and those who are employing testing strategies based on response measurement are gaining significant value while skirting the costs of the old way of doing things.","landing_redirection":""},{"id":1741,"title":"Autopsy of a Failed Campaign","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1dcba74a-236a-46a8-a2df-706bf8412bc0_failure.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/autopsy-of-a-failed-campaign\/","date":"February 12, 2020","description":"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\u2019s intoxicating. During my time here, I\u2019ve been fortunate enough to be in the pilot\u2019s 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\u2019ve led have generated this kind of stratospheric growth, I\u2019ve seen far more winners than losers. Success aside, it\u2019s part of the human condition to dwell on failure, and there\u2019s one campaign from years ago that haunts me to this day \u2014 a Podcast test that crashed and burned at take-off.\nIt\u2019s said that success has many fathers, and failure is an orphan. On this campaign, like a reluctant guest on\u00a0The 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\u2019t work for them (they could be right, but we\u2019ll never know for sure). Below I\u2019ve detailed every mistake I made and shared what I would do now if\u00a0I\u00a0could turn back time.\u00a0\nMy 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:\n\nThe client\u2019s product category was crowded\u00a0\nWe didn\u2019t push hard enough for a proper attribution survey\u00a0\nWe allowed the client to dictate copy decisions against our better judgement without pushing back\u00a0\nPodcast hosts refused to try the product and we proceeded anyway\nThe overall test budget was too small and the client put too many restrictions on the content\n\nNAVIGATING A CROWDED CATEGORY\nSuccess is easier to find when you bring a completely new category to the marketplace. But when you\u2019re 3rd, 4th, or in this case, 7th to market, it\u2019s harder to stand out amongst the crowd. When you find yourself in a list of \u201cme too\u2019s\u201d, you must find a distinct point of differentiation. Marketing guru Jack Trout defined this as the \u201cDifferentiating Idea\u201d in his 2000 book\u00a0Differentiate or Die. In short, the \u201cDifferentiating Idea\u201d is having a simple concept that separates you from your competition. The classic example is the real-life\u00a0\u201cIt\u2019s Toasted\u201d\u00a0campaign for Lucky Strike, fictionally re-created on the TV show\u00a0MadMen. 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 \u201cDifferentiating Idea\u201d. Had I been able to do it all over again, I would have fought like hell to uncover a true \u201cDifferentiating Idea\u201d 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\u2019t stand out in any way, and ultimately didn\u2019t hit the client\u2019s KPI goals.\u00a0\n\nTHE IMPORTANCE OF ATTRIBUTION AND A STRONG OFFER\nUnless you\u2019re providing an unbelievable offer, results typically indicate that 10% \u2013 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, \u201canyone who shows up to our dealership this week and remembers the special password gets a free car\u201d. In this example, it\u2019s 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.\u00a0\nAt Oxford Road, calculating the indirect response of a campaign without the use of tracking pixels has traditionally been accomplished using a\u00a0post-purchase survey.\u00a0Not 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\u2019t prove it. If you don\u2019t have your attribution methodology in place to account for the total universe of respondents, you\u2019re dead in the water. If I could do it again, I would have laid down on the train tracks to make sure the campaign\u2019s KPIs were either adjusted accordingly, or that a proper attribution path was implemented.\n\nCLIENTS SHOULDN\u2019T WRITE COPY\nThey say \u201cthe client is always right\u201d. The truth is, they\u2019re usually wrong \u2014 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\u2122. Our tool brings objectivity and clarity to our client\u2019s message, using a binary evaluation methodology which includes an expert review of 9 key components and 71 key data points \u2014 or subcomponents \u2014 to ensure optimal messaging design resulting in enhanced performance.\u00a0\nWe strive to have every ad we put on air achieve an Audiolytics\u2122 score of at least 90 out of a possible 100, but this one fell far short. We\u2019ve already identified that the client wouldn\u2019t provide an offer that was commensurate to what they were offering on their main site (missing Audiolytics\u2122 Key Component 6:\u00a0Offer). Missing a key component like \u201cOffer\u201d 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\u2122 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\u00a0can\u00a0work if the hosts really get behind the product they\u2019re selling. If we could manage to get the hosts to rally around this client\u2019s product, we could save this test\u2026or so I thought.\n\nHOST ENDORSEMENTS NEED TO BE AUTHENTIC\nThe magic of Podcast advertising happens when the show host gives an authentic endorsement of how they\u2019re 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\u2019s behalf in order to actually use it \u2014 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\u2019t into what you\u2019re selling, you may need to find new hosts. Bonus note \u2014 if hosts aren\u2019t willing to do a little work to get your product or service for free, perhaps you need to rethink your business model.\n\nA PODCAST TEST NEEDS TO BE DIVERSIFIED\nWhile 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\u2019s 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\u2019t have that chance.\u00a0\n\nLESSON LEARNED\nAnd there you have it \u2014 a recipe for failure in advertising, but I have to come clean. The truth is this \u201cclient\u201d is actually an amalgamation of a few advertisers I\u2019ve 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\u2019m sure if I let one client break all of these rules on one campaign, I wouldn\u2019t have a job). Let the lessons learned from \u201cmy worst Podcast campaign\u201d serve as a cautionary tale \u2014 any single one of these issues could send your podcast test off the rails and should be avoided at all costs. Happy podcasting!","landing_redirection":""},{"id":1548,"title":"AUTOPSY OF A FAILED CAMPAIGN","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/72730e03-1b07-410f-a2a3-4ddea3330e3d_photo-1606235729097-f7b9460abcad.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/autopsy-of-a-failed-campaign1\/","date":"February 12, 2020","description":"By: Kyle Jelinek \n\nAs 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\u2019s intoxicating. During my time here, I\u2019ve been fortunate enough to be in the pilot\u2019s 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\u2019ve led have generated this kind of stratospheric growth, I\u2019ve seen far more winners than losers. Success aside, it\u2019s part of the human condition to dwell on failure, and there\u2019s one campaign from years ago that haunts me to this day \u2014 a Podcast test that crashed and burned at take-off.\nIt\u2019s said that success has many fathers, and failure is an orphan. On this campaign, like a reluctant guest on\u00a0The 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\u2019t work for them (they could be right, but we\u2019ll never know for sure). Below I\u2019ve detailed every mistake I made and shared what I would do now if\u00a0I\u00a0could turn back time.\u00a0\nMy 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:\n\nThe client\u2019s product category was crowded\u00a0\nWe didn\u2019t push hard enough for a proper attribution survey\u00a0\nWe allowed the client to dictate copy decisions against our better judgement without pushing back\u00a0\nPodcast hosts refused to try the product and we proceeded anyway\nThe overall test budget was too small and the client put too many restrictions on the content\n\nNAVIGATING A CROWDED CATEGORY\nSuccess is easier to find when you bring a completely new category to the marketplace. But when you\u2019re 3rd, 4th, or in this case, 7th to market, it\u2019s harder to stand out amongst the crowd. When you find yourself in a list of \u201cme too\u2019s\u201d, you must find a distinct point of differentiation. Marketing guru Jack Trout defined this as the \u201cDifferentiating Idea\u201d in his 2000 book\u00a0Differentiate or Die. In short, the \u201cDifferentiating Idea\u201d is having a simple concept that separates you from your competition. The classic example is the real-life\u00a0\u201cIt\u2019s Toasted\u201d\u00a0campaign for Lucky Strike, fictionally re-created on the TV show\u00a0MadMen. 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 \u201cDifferentiating Idea\u201d. Had I been able to do it all over again, I would have fought like hell to uncover a true \u201cDifferentiating Idea\u201d 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\u2019t stand out in any way, and ultimately didn\u2019t hit the client\u2019s KPI goals.\u00a0\nTHE IMPORTANCE OF ATTRIBUTION AND A STRONG OFFER\nUnless you\u2019re providing an unbelievable offer, results typically indicate that 10% \u2013 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, \u201canyone who shows up to our dealership this week and remembers the special password gets a free car\u201d. In this example, it\u2019s 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.\u00a0\nAt Oxford Road, calculating the indirect response of a campaign without the use of tracking pixels has traditionally been accomplished using a\u00a0post-purchase survey.\u00a0Not 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\u2019t prove it. If you don\u2019t have your attribution methodology in place to account for the total universe of respondents, you\u2019re dead in the water. If I could do it again, I would have laid down on the train tracks to make sure the campaign\u2019s KPIs were either adjusted accordingly, or that a proper attribution path was implemented.\nCLIENTS SHOULDN\u2019T WRITE COPY\nThey say \u201cthe client is always right\u201d. The truth is, they\u2019re usually wrong \u2014 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\u2122. Our tool brings objectivity and clarity to our client\u2019s message, using a binary evaluation methodology which includes an expert review of 9 key components and 71 key data points \u2014 or subcomponents \u2014 to ensure optimal messaging design resulting in enhanced performance.\u00a0\nWe strive to have every ad we put on air achieve an Audiolytics\u2122 score of at least 90 out of a possible 100, but this one fell far short. We\u2019ve already identified that the client wouldn\u2019t provide an offer that was commensurate to what they were offering on their main site (missing Audiolytics\u2122 Key Component 6:\u00a0Offer). Missing a key component like \u201cOffer\u201d 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\u2122 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\u00a0can\u00a0work if the hosts really get behind the product they\u2019re selling. If we could manage to get the hosts to rally around this client\u2019s product, we could save this test\u2026or so I thought.\nHOST ENDORSEMENTS NEED TO BE AUTHENTIC\nThe magic of Podcast advertising happens when the show host gives an authentic endorsement of how they\u2019re 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\u2019s behalf in order to actually use it \u2014 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\u2019t into what you\u2019re selling, you may need to find new hosts. Bonus note \u2014 if hosts aren\u2019t willing to do a little work to get your product or service for free, perhaps you need to rethink your business model.\nA PODCAST TEST NEEDS TO BE DIVERSIFIED\nWhile 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\u2019s 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\u2019t have that chance.\u00a0\nLESSON LEARNED\nAnd there you have it \u2014 a recipe for failure in advertising, but I have to come clean. The truth is this \u201cclient\u201d is actually an amalgamation of a few advertisers I\u2019ve 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\u2019m sure if I let one client break all of these rules on one campaign, I wouldn\u2019t have a job). Let the lessons learned from \u201cmy worst Podcast campaign\u201d serve as a cautionary tale \u2014 any single one of these issues could send your podcast test off the rails and should be avoided at all costs. Happy podcasting!","landing_redirection":""},{"id":1743,"title":"Groundhog Day","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/c8f68350-1d23-4c5b-a5fc-66a943153753_Screen-Shot-2020-02-05-at-5.04.49-PM.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/groundhog-day\/","date":"February 5, 2020","description":"The ads in this year\u2019s Super Bowl lived up to the day\u2019s name. In case you missed it, 02\/02\/2020 was both a palindrome AND Groundhogs Day. The total ad spend,\u00a0an estimated $435 Million, was a 29% increase over last year. But the advertisements (much like those in most Super Bowls) said little and relied on less, with sophomoric humor, sentimentality, and nostalgia continuing to test the premise that feelings = sales. Most people only remember one or two standout ads since the last time the Kansas City Chiefs were in the big game 50 years ago, despite the thousands produced and billions of media dollars spent.\nThere were simply no ads this year that anyone will be talking about in years to come, let alone next week. In fact, only\u00a0half an hour after the game, none of the commercials were in the top ten trending topics on Twitter.\u00a0The Super Bowl is NOT the place people want to hear a\u00a0political statement, but for the price of the advertiser\u2019s admission coming in at $5.6 Million for 30 seconds, you\u2019d better make some kind of statement. Instead, this year was just meh. In fact, the ad that scored the highest on the\u00a0USA Today\u00a0Ad Meter, Jeep\u2019s \u201cGroundhog Day\u201d spot,\u00a0received the second lowest rating of a top spot in the Ad Meter\u2019s history,\u00a0scoring an unimpressive 7.01 out of 10.\n\nAt Oxford Road, we adhere to our Audiolytics\u2122 message framework when crafting a strong statement for our advertisers, which is comprised of Nine Key Components and Seventy-One Subcomponents. According to our analysis, none of the ads in the big game this year came close to getting everything right, but there were those that succeeded in one or two components. As such, this year\u2019s recap will showcase the ads that did an exceptional job of communicating using at least one of the Nine Key Components.\n\nAudiolytics\u2122 Key Component 1: Setup\nDescription:\u00a0Establish an immediate connection with a succinct powerful statement that will capture the attention of the target audience, while calling out the problem the offering solves and\/or the opportunity it represents.\nAd: Jeep\u00a0\u2013 \u201cGroundhog Day\u201d\nSummary:\u00a0What makes the Setup work so well in this ad is that by banking on the universal understanding of the classic film, \u201cGroundhog Day\u201d, Chrysler introduced the Jeep Gladiator as a NEW element into the seminal tale for a pretty strange holiday.\n\nAudiolytics\u2122 Key Component 2: Value Prop\nDescription:\u00a0Introduce the offering and clearly identify its primary benefits based on the problem it solves and\/or the opportunity it represents.\nAd:\u00a0Discover\u00a0\u2013 No &\u00a0Discover\u00a0\u2013 Yes\nSummary:\u00a0Discover went right after TWO legacy objections to their offering with TWO commercials separated by one commercial between them. Deceptively simple and clear.\n\nAudiolytics\u2122 Key Component 3: Positioning\nDescription:\u00a0Write a clear description comparing the main point of difference between this offering and the status quo or leading competitors to illustrate value.\nAd:\u00a0Pepsi\u00a0\u2013 Zero Sugar. Done Right.\nSummary:\u00a0Get it. There is nothing quite like taking on your competition directly\u2026 Bravo Pepsi! You\u2019ve come a long way since your\u00a0big miss.\n\nAudiolytics\u2122 Key Component 4: Demonstration\nDescription:\u00a0Write a clear description starting with something synonymous with, \u201cHere\u2019s how it works\u201d. Then identify and refute common likely objections to the claim.\nAd:\u00a0Hyundai\u00a0\u2013 Smaht Pahk\nSummary:\u00a0Fun demonstration that plays off the one accent that won\u2019t offend anyone. This ad also gets high marks in Set Up, Value Prop, Substantiation, and Execution.\n\nAudiolytics\u2122 Key Component 5: Substantiation\nDescription:\u00a0Provide evidence that gives the most trustworthy reasons to believe using things like social proof, statistics, awards, reviews, earned media attention, case studies, customer stories, endorsements, experts, or any other supporting data.\nAd:\u00a0Michelob Ultra\u00a0\u2013 Jimmy Works It Out\u00a0\nSummary:\u00a0The Super Bowl was light on substantiation, but it usually is. The only ad that came close was Michelob Ultra, who is establishing\u00a0 themselves as the \u201cfitness beer\u201d and backing it up with an impressively low calorie and carb stat.\n\nAudiolytics\u2122 Key Component 6: Offer\nDescription:\u00a0Give clear items that will motivate people to go out of their way to become customers. This could include discounts, free items, gift with purchase, guarantees, etc.\nAd:\u00a0Olay\u00a0\u2013 #makespaceforwomen &\u00a0Michelob\u00a0\u2013 6 for 6-Pack\nSummary:\u00a0It\u2019s not clear how well these offers worked, but giving the audience a clear action they can take is a worthy goal that beats the heck out of entertaining them for 30 seconds before they forget your brand. Michelob was the superior version, as the promotion correlated directly with product sales.\n\nAudiolytics\u2122 Key Component 7: Scarcity\nDescription:\u00a0Explain why it is urgent for someone to act soon to capitalize on the opportunity, such as offer deadlines, seasonal considerations, fears of missing out, limited supply, compounding pain of status quo, etc.\nAd:\u00a0Turbotax\nSummary:\u00a0Death and taxes. There are no two activities we all participate in with better organic scarcity. Turbotax taps into this scarcity inherently, and in a fun way.\n\nAudiolytics\u2122 Key Component 8: Path\nDescription:\u00a0Clearly detail the steps customers need to take in order to take the action being measured.\nAd:\u00a0Walmart\nSummary:\u00a0This ad used many memorable characters to emphasize exactly\u00a0how\u00a0and\u00a0where\u00a0you can take advantage of Walmart\u2019s offering. Go to their store, just like ALL your favorite characters. One caveat \u2014 two Bills does NOT excuse zero Keanus.\n\nAudiolytics\u2122 Key Component 9: Execution\nDescription:\u00a0Writing and production of copy must enhance and not detract from components above.\nAd:\u00a0Hummer\u00a0\u2013 Quiet Revolution\nSummary:\u00a0By using\u00a0silence, GMC not only did something creative, it demonstrated a core feature of the 2022 Hummer in a captivating way.\n\nWhile Audiolytics\u2122 is our proprietary method of evaluating an ad\u2019s potential, it ultimately comes down to the question of\u00a0did it work?\n\nAlfredo Tronosco, VP of Global Brand Marketing and ROI at Kantar, spoke with\u00a0Forbes\u00a0about how advertisers might calculate the return on such a pricey piece of media, from immediate to future conversions and things like \u201creputation\u201d. Current and potential customers aren\u2019t the only audience advertisers might consider \u2014 they could also be thinking about employees, trade partners, and the investing community. But, whoever they are, they all appreciate a strong statement, and this year\u2019s offerings fell short.\n\nTV Squared\u00a0evaluated performance\u00a0by looking at brand uplift from this year\u2019s offering of Super Bowl ads. According to\u00a0TV Squared, uplift is defined as those that drove the highest level of online response both online and through social media. Through that lens,\u00a0 the winner of this year\u2019s Super Bowl ads was\u00a0Audi\u2019s \u201cLet it Go\u201d.But how much of that uplift was actually for Audi? It seems logical that Disney, or even the ad\u2019s star, Maisie Williams, may have driven viewers to the web. One thing is certain \u2014 Disney\u2019s uplift was EVERYWHERE. From this Audi ad to Walmart\u2019s, as well as their own ads for\u00a0Black Widow\u00a0and Disney Plus, The Mouse\u2019s hand remains strong.\n\nThe longer I work making ads, the more respect I have for the difficulty of making one that does everything right. When the stakes are this high, why do so many advertisers forget their ground game?\n\nWe need something concrete and objective to go back to so we can check our thinking \u2014that\u2019s what Audiolytics\u2122 provides. It\u2019s the measuring stick to ensure that your message is structurally sound for maximum performance.\u00a0 If you\u2019ve got a Super Bowl spot in the works for 2021, we\u2019d love to help you make it work.","landing_redirection":""},{"id":1650,"title":"GROUNDHOG DAY","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1eb30e88-d168-4d75-bda1-531e962e9792_photo-1515634928627-2a4e0dae3ddf.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/groundhog-day1\/","date":"February 5, 2020","description":"By: Oxford Road \n\nThe ads in this year\u2019s Super Bowl lived up to the day\u2019s name. In case you missed it, 02\/02\/2020 was both a palindrome AND Groundhogs Day. The total ad spend,\u00a0an estimated $435 Million, was a 29% increase over last year. But the advertisements (much like those in most Super Bowls) said little and relied on less, with sophomoric humor, sentimentality, and nostalgia continuing to test the premise that feelings = sales. Most people only remember one or two standout ads since the last time the Kansas City Chiefs were in the big game 50 years ago, despite the thousands produced and billions of media dollars spent.\nThere were simply no ads this year that anyone will be talking about in years to come, let alone next week. In fact, only\u00a0half an hour after the game, none of the commercials were in the top ten trending topics on Twitter.\u00a0The Super Bowl is NOT the place people want to hear a\u00a0political statement, but for the price of the advertiser\u2019s admission coming in at $5.6 Million for 30 seconds, you\u2019d better make some kind of statement. Instead, this year was just meh. In fact, the ad that scored the highest on the\u00a0USA Today\u00a0Ad Meter, Jeep\u2019s \u201cGroundhog Day\u201d spot,\u00a0received the second lowest rating of a top spot in the Ad Meter\u2019s history,\u00a0scoring an unimpressive 7.01 out of 10.\n\nAt Oxford Road, we adhere to our Audiolytics\u2122 message framework when crafting a strong statement for our advertisers, which is comprised of Nine Key Components and Seventy-One Subcomponents. According to our analysis, none of the ads in the big game this year came close to getting everything right, but there were those that succeeded in one or two components. As such, this year\u2019s recap will showcase the ads that did an exceptional job of communicating using at least one of the Nine Key Components.\n\n_________________________________________________________________________\n\nAudiolytics\u2122 Key Component 1: Setup\n\nDescription:\u00a0Establish an immediate connection with a succinct powerful statement that will capture the attention of the target audience, while calling out the problem the offering solves and\/or the opportunity it represents.\n\nAd:Jeep\u00a0\u2013 \u201cGroundhog Day\u201d\n\nSummary:\u00a0What makes the Setup work so well in this ad is that by banking on the universal understanding of the classic film, \u201cGroundhog Day\u201d, Chrysler introduced the Jeep Gladiator as a NEW element into the seminal tale for a pretty strange holiday.\n\n_________________________________________________________________________\n\nAudiolytics\u2122 Key Component 2: Value Prop\n\nDescription:\u00a0Introduce the offering and clearly identify its primary benefits based on the problem it solves and\/or the opportunity it represents.\n\nAd:\u00a0Discover\u00a0\u2013 No &\u00a0Discover\u00a0\u2013 Yes\n\nSummary:\u00a0Discover went right after TWO legacy objections to their offering with TWO commercials separated by one commercial between them. Deceptively simple and clear.\n_________________________________________________________________________\n\nAudiolytics\u2122 Key Component 3: Positioning\n\nDescription:\u00a0Write a clear description comparing the main point of difference between this offering and the status quo or leading competitors to illustrate value.\n\nAd:\u00a0Pepsi\u00a0\u2013 Zero Sugar. Done Right.\n\nSummary:\u00a0Get it. There is nothing quite like taking on your competition directly\u2026 Bravo Pepsi! You\u2019ve come a long way since your\u00a0big miss.\n\n_________________________________________________________________________\nAudiolytics\u2122 Key Component 4: Demonstration\n\nDescription:\u00a0Write a clear description starting with something synonymous with, \u201cHere\u2019s how it works\u201d. Then identify and refute common likely objections to the claim.\n\nAd:\u00a0Hyundai\u00a0\u2013 Smaht Pahk\n\nSummary:\u00a0Fun demonstration that plays off the one accent that won\u2019t offend anyone. This ad also gets high marks in Set Up, Value Prop, Substantiation, and Execution.\n\n_________________________________________________________________________\nAudiolytics\u2122 Key Component 5: Substantiation\n\nDescription:\u00a0Provide evidence that gives the most trustworthy reasons to believe using things like social proof, statistics, awards, reviews, earned media attention, case studies, customer stories, endorsements, experts, or any other supporting data.\n\nAd:\u00a0Michelob Ultra\u00a0\u2013 Jimmy Works It Out\u00a0\n\nSummary:\u00a0The Super Bowl was light on substantiation, but it usually is. The only ad that came close was Michelob Ultra, who is establishing\u00a0 themselves as the \u201cfitness beer\u201d and backing it up with an impressively low calorie and carb stat.\n\n_________________________________________________________________________\nAudiolytics\u2122 Key Component 6: Offer\n\nDescription:\u00a0Give clear items that will motivate people to go out of their way to become customers. This could include discounts, free items, gift with purchase, guarantees, etc.\n\nAd:\u00a0Olay\u00a0\u2013 #makespaceforwomen &\u00a0Michelob\u00a0\u2013 6 for 6-Pack\n\nSummary:\u00a0It\u2019s not clear how well these offers worked, but giving the audience a clear action they can take is a worthy goal that beats the heck out of entertaining them for 30 seconds before they forget your brand. Michelob was the superior version, as the promotion correlated directly with product sales.\n\n________________________________________________________________________\nAudiolytics\u2122 Key Component 7: Scarcity\n\nDescription:\u00a0Explain why it is urgent for someone to act soon to capitalize on the opportunity, such as offer deadlines, seasonal considerations, fears of missing out, limited supply, compounding pain of status quo, etc.\n\nAd:\u00a0Turbotax\n\nSummary:\u00a0Death and taxes. There are no two activities we all participate in with better organic scarcity. Turbotax taps into this scarcity inherently, and in a fun way.\n\n________________________________________________________________________\nAudiolytics\u2122 Key Component 8: Path\n\nDescription:\u00a0Clearly detail the steps customers need to take in order to take the action being measured.\n\nAd:\u00a0Walmart\n\nSummary:\u00a0This ad used many memorable characters to emphasize exactly\u00a0how\u00a0and\u00a0where\u00a0you can take advantage of Walmart\u2019s offering. Go to their store, just like ALL your favorite characters. One caveat \u2014 two Bills does NOT excuse zero Keanus.\n\n_________________________________________________________________________\nAudiolytics\u2122 Key Component 9: Execution\n\nDescription:\u00a0Writing and production of copy must enhance and not detract from components above.\n\nAd:\u00a0Hummer\u00a0\u2013 Quiet Revolution\n\nSummary:\u00a0By using\u00a0silence, GMC not only did something creative, it demonstrated a core feature of the 2022 Hummer in a captivating way.\n\n_________________________________________________________________________\nWhile Audiolytics\u2122 is our proprietary method of evaluating an ad\u2019s potential, it ultimately comes down to the question of\u00a0did it work?\n\nAlfredo Tronosco, VP of Global Brand Marketing and ROI at Kantar, spoke with\u00a0Forbes\u00a0about how advertisers might calculate the return on such a pricey piece of media, from immediate to future conversions and things like \u201creputation\u201d. Current and potential customers aren\u2019t the only audience advertisers might consider \u2014 they could also be thinking about employees, trade partners, and the investing community. But, whoever they are, they all appreciate a strong statement, and this year\u2019s offerings fell short.\n\nTV Squared\u00a0evaluated performance\u00a0by looking at brand uplift from this year\u2019s offering of Super Bowl ads. According to\u00a0TV Squared, uplift is defined as those that drove the highest level of online response both online and through social media. Through that lens,\u00a0 the winner of this year\u2019s Super Bowl ads was\u00a0Audi\u2019s \u201cLet it Go\u201d.\u00a0But how much of that uplift was actually for Audi? It seems logical that Disney, or even the ad\u2019s star, Maisie Williams, may have driven viewers to the web. One thing is certain \u2014 Disney\u2019s uplift was EVERYWHERE. From this Audi ad to Walmart\u2019s, as well as their own ads for\u00a0Black Widow\u00a0and Disney Plus, The Mouse\u2019s hand remains strong.\n\nThe longer I work making ads, the more respect I have for the difficulty of making one that does everything right. When the stakes are this high, why do so many advertisers forget their ground game?\n\nWe need something concrete and objective to go back to so we can check our thinking \u2014that\u2019s what Audiolytics\u2122 provides. It\u2019s the measuring stick to ensure that your message is structurally sound for maximum performance.\u00a0 If you\u2019ve got a Super Bowl spot in the works for 2021, we\u2019d love to help you make it work.","landing_redirection":""},{"id":1523,"title":"THE FORK IN THE ROAD ON THE WAY TO THE TRUTH","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fe3df7f7-f02a-48a0-ab8d-ab3cffaa8589_1.30.20.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-fork-in-the-road-on-the-way-to-the-truth\/","date":"January 30, 2020","description":"By Roy H. Williams\n\nThe prevailing wisdom in marketing is that the more targeted your campaign, the more efficient it will be. In this week\u2019s Influencer, we turn to Roy H. Williams (The Wizard of Ads) to make a case for why this isn\u2019t always true, and may actually be preventing your business\u2019 long-term growth.\u00a0\nGood decisions come from experience.\nExperience comes from bad decisions.\nBad decisions aren\u2019t made because a person is stupid. Bad decisions are often the result of logic.\nThe first thing experience will teach you is, \u201cNot everything logical is true.\u201d\nLogic among advertising professionals says, \u201cAlways target the right customer.\u201d But if you embrace that premise,\n\nyou 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.\nyou will spend too much money to reach too few people.\nyou will see your advertising efficiency decrease, not increase, as you grow.\nyou will fail to become widely known.\n\nAlex 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.\nIn other words, Alex is a tech guy.\nHis home page bio says \u201cAn 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 \u201d\nRecently, he wrote,\n\u201c2019 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\u2019t go down as many D2C (Direct-to-Consumer) startups scaled. The costs instead went up.\u201d\n\u201cThe 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\u2019ve heard that these channels have become saturated, and that the companies are seeing diminishing returns on spending additional advertising dollars.\u201d\n\u201cWe also heard that consumer\u2019s 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).\u201d\n\u201cWhile all of this is absolutely true, this is only 1\/2 of the story.\u201d\n\u201cWhy 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 \u2013 your growth stops.\u201d\nMass media includes television, radio, and outdoor, each of which is shockingly affordable when compared to the cost of paid, online advertising.\nI have a number of friends who own large, online companies that sell millions of dollars per month \u2013 Direct to Consumer \u2013 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%.\nThe 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, \u201cYou\u2019re using a shotgun, but I\u2019m using a rifle with a scope.\u201d\nBut 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.\nBut if you leverage your budget into local, mass media,\n\nyou will feel certain that you\u2019ve made a mistake during the early months when you\u2019re not seeing significant results.\nyou will experience a time when your rocket ship finally begins accelerating, if you don\u2019t chicken out. We call this window \u201cbreakthrough.\u201d\nyou will see your advertising efficiency increase, year after year, as you grow.\nyou will become widely known.","landing_redirection":""},{"id":1738,"title":"Are You Oversaturating Podcasts?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/d19261ed-3585-4322-9dc6-88eecde33e49_oversaturated-podcasting.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/are-you-oversaturating-podcasts\/","date":"January 22, 2020","description":"When a podcast works for a client, we lock it in for the year (or longer if they let us). But the question is always asked, \u201cif we advertise on a podcast so regularly, won\u2019t we oversaturate the audience?\u201d While the simple answer of watching the performance on any given show over time and optimizing accordingly is acceptable, data shows that podcasts may have much longer shelf-lives than one may think.\n\nLet\u2019s say a network reports 100,000 downloads per episode for \u201dThe Giles\u2019s Cheesy Nugget Podcast\u201d. These 100,000 downloads are NOT the same 100k people every week because not all listeners will download the next episode.\n\nAssuming the overall download number stays the same each week, the size of the total audience a podcast reaches is much larger than the downloads reported. People stop listening to shows and new listeners take their place.\n\nBy estimating the amount of audience reach of a podcast over time, we can project the amount of incremental reach in any given week. Recently, we have been able to make some simple projections of how the original audience decays (\u201caudience retention\u201d) using data published by a network partner. The data suggests, for example, that approximately 20% of the listeners in a given week will NOT download the show following week.\n\nOur best estimate of the decay is shown in the following images:\nAs the number of original listeners declines, the number of new listeners increases as shown in the graph below.\u00a0\nBased on this data, a show with 100k downloads will reach over 180k people within a given year.\n\nThis is one of the reasons why separating podcast integrations across multiple weeks may work so well for advertisers. For example, let\u2019s say you advertise on a podcast once every three weeks. When you advertise again in week 4, an estimated 42% of the audience is BRAND NEW! By the time you run your next insertion, another 14% of the audience is also new. Again, this data is assuming the total audience is flat\u2014a conservative assumption in many cases at a time of rapid growth in the space.\n\nHowever, two drops in a 100k download show doesn\u2019t mean 100k people have had 2 ad exposures. Since about 20% of the 100k are new listeners (20% have dropped out from the first week), you have 200k impressions and 120k audience = an average frequency of around 1.7 per listener. The actual amount of ad frequency will depend on how frequently you run ads as illustrated in the charts below.\nBased on this data, to generate 3 ad exposures (on average) you\u2019d need to run 9 weeks at a frequency of every other week (i.e. your 5th insertion). So if you\u2019re running on a podcast at the recommended frequency of every 3 weeks, after an entire year, the average listener has only been exposed to your ad 6 times!\u00a0\n\nThe implications are huge.\u00a0\n\nFirst, it\u2019s unlikely that you\u2019re oversaturating the audience of a particular show. A decline in performance is more likely due to other factors such as audience mismatching, rate increases, or decline in overall listenership. But even if you have hit a point of oversaturation and are seeing diminishing returns, spacing out your flighting or taking a short month or two hiatus from a show may give it a good chance of working again.\n\nSecond, given its relatively low average frequency, podcast creative doesn\u2019t need to be refreshed as often as higher frequency mediums like radio.\u00a0\u00a0\n\nThird, the data suggests that the industry may want to rethink how we look at CPMs, given the reach is not truly equal to the downloads. We could look at metrics like cost-per-thousand-reached, for example, but ultimately, you\u2019re getting more than you pay for.\u00a0\n\nFinally, when planning your podcast campaign or evaluating performance, consider the fact that you\u2019re not bombarding listeners with your message nearly as often as you think, and your message is reaching far more people.\u00a0","landing_redirection":""},{"id":1739,"title":"Welcome to the 20's! Here's What Happens Next \u2014 Part II","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/058fe870-75ff-4a7a-9872-dadea4f99525_2020-part2.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/welcome-to-the-20s-heres-what-happens-next-part-ii\/","date":"January 15, 2020","description":"Last week, we looked at the first 10 of our\u00a0top 20 Predictions for 2020. Today, we offer the dramatic conclusion to our two-part series with 10 more!\n\nPrediction #11: You\u2019re Going to Start Feeling Stupid for Not Having a Voice App\nDid I mention Smart Speakers yet? There is real research suggesting that there is an\u00a0$80B market for Voice Commerce. That\u2019s 80,000,000,000. By next year, there will be more Smart Speaker usage than tablets. By 2025, 75% of households will have a smart speaker.\u00a0\u00a0\nPro Tip: Time to get your Geocities version of a voice app (think of it as an audio website). We don\u2019t do this as a core competency, but we can make some referrals.\n\nPrediction #12: People Start to Calm Down About Podcast\nI\u2019ve been talking about them since 2006 and frankly, I\u2019m getting sick of it. No, I\u2019m not tired of the industry and I think podcasts are awesome. But I\u2019m so sick of the hype. The channel needed it to graduate from an obscure, edgy fringe player that could mint royalty of brands who were bold enough to go there. It\u2019s no longer a new idea. Today podcast is a semi-established media channel and, soon enough, people are going to drop the pretension and look for the next new thing.\nPro Tip:\u00a0Don\u2019t talk about Podcast so much. That\u2019s how these things get ruined. The space is getting gentrified enough, so leave it be and find something shinier to talk about at cocktail parties before you start looking like your mom on Facebook.\u00a0\n\nPrediction #13: Multi-Variate Testing Emerges in Audio:\u00a0\u00a0\nYou do it on your website, I hope. Facebook and Google do it for you with your ads. Audio is not even on first base here. We see people lying and saying they do it, but they don\u2019t. We do an archaic version of it and it makes me want to die, even if it\u2019s the best in our industry. Take heart, as new digital distribution platforms for audio emerge, they will reach critical mass so that this is more possible to execute than it has ever been. It will change because it has to change.\nPro Tip:Have faith and stay tuned.\u00a0Audiolytics\u2122\u00a0is half of the solution. We are vigilantly monitoring the platform side so you don\u2019t have to.\n\nPrediction #14: Local Podcasts Rise\nNothing ever dies. Vaudeville happens every day in theaters and on TV. Telegraphs evolved into text messages and emails. Local Radio is not going away, it\u2019s transitioning. Podcasts are being produced every day in local markets, for local markets. But it isn\u2019t interesting yet because the numbers are so small. Remember, it\u2019s rare for a podcast to get 1M listeners, so a big local show is nearly impossible. Terrestrial radio will have to bleed out more as local podcasts climb in downloads and work out the kinks. You will hear more about them in 2020 as smart networks will do a better job of aggregating and marketing them.\u00a0\nPro Tip:\u00a0Sit tight and pick your shots. Better to move slowly into these so you don\u2019t get discouraged before the industry is ready for you.\n\nPrediction #15: Audio Stays Hot\u00a0\nFor a while, people thought that Audio was going to drain like print. Podcasts and hep cats like Spotify and Pandora have proven it is not. According to\u00a0research by Cumulus, DTC brands are over 2-3X less efficient on a cost per acquisition basis through Google and Facebook than they were 3-4 years ago. Demand gen channels like video and audio are the only way to bridge the gap.\nProTip:\u00a0You know you need a healthy mix of Google, Facebook, and Audio, Video (other channels on a case-by-case). But don\u2019t treat them the same in execution and expectation. The latter requires longer time horizons, complexity in attribution, proper message and media planning. That doesn\u2019t make them branding channels, but they do help you build your brand. In fact, I\u2019ve seen MyPillow\u2019s brand awareness numbers and my jaw hit the floor. Still, it takes patience, relentless optimization, and also the money\u2014IF you\u2019re going to do it right.\n\nPrediction #16: Multi-length Audio Coming to a Speaker Near You\nAs a master of mindfulness (not really), I like to use Headspace. It allows me to choose my meditation based on my personal preferences and needs, then it lets me choose the length of my session so I can fit it to my time available. At some point, audio programmers will try Headspace or something like it and have the same moment of clarity. Audio content MUST adopt customized lengths according to listener preferences. We already can speed up and slow down. Length options are next on the way to a more interactive experience.\nPro-Tip:\u00a0When it becomes available, buy it.\u00a0\u00a0\n\nPrediction #17: Subscription Audio Rises\nIndustry folks love to dog Luminary, and even though they may be beyond redemption, they weren\u2019t all wrong.\u00a0Tim Ferriss tried\u00a0to fund his podcast with donations from listeners out of the goodness of their own hearts. That didn\u2019t work either and sponsors were rushed back in not long after the launch of the experiment. The prevailing concept will be a blend of free content and premium for a subscription. Spotify is all over this and they are right to be. The next wave of subscription audio will be specifically organized around programs and personalities more so than networks. Die-hard tribes will occasionally subscribe to personalities that are unmatched in their areas of expertise.\u00a0\nPro-Tip:\u00a0When you see subscription only podcasts emerge, try to sponsor them. Much like cable TV, Hulu, and many others, the right answer is a both\/and approach, and some of them will learn this and let us in.\n\nPrediction #18: Overuse of the Term: \u201cFull Stop\u201d\nFirst I heard it in multiple meetings from people at different companies within the space of a week. Then I heard\u00a0Mike Pompeo use it\u00a0while talking about Iran. Where did this come from and why? I predict it\u2019s going to keep spreading from the halls of power into literature, business and culture, unless someone does something about it.\nPro-Tip:\u00a0Let\u2019s put an end to the full stop, shall we? Unless you\u2019re using a dictaphone. Only then does it make sense. Readers of\u00a0The Influencer\u00a0are a powerful network, indeed. Let\u2019s put it to good use and rid the earth of this menace before it spreads further. \u201cPeriod\u201d still works just fine.\n\nPrediction #19: Spotify overtakes Apple\nOK, I know. It may have\u00a0already happened. But as pointed out by\u00a0The Influencer, we will soon see how Spotify has the responsibility to match the power. Targeting is a wonderful thing, as is removal of duplication in audience counting, but let\u2019s remember why the wild west had so many movies made about it. Something is always lost as an industry grows up.\u00a0\u00a0\u00a0\nPro-Tip:\u00a0This is further evidence of the two worlds that will exist for podcast advertisers\u2014the new tightly controlled, dynamically inserted one and the other that is what drew us all here in the first place; baked-in live reads that run long and live forever. Tune into AM radio while you still can and listen to the spot breaks. This is the type of content that Performance Marketers will need to make peace with as brands cough up the required costs for the shiny stuff, except for what\u2019s available at remnant pricing.\n\nPrediction #20: Automation finds its limits\nProgrammatic, Automation, Dynamic Ad Insertion, and the further digitization of everything. These are critical developments that none of us can afford to ignore. But it has a limit. Relationships cannot be automated. Influencer marketing programs are not going away, and while many will continue seeking ways to scale for efficiency, we cannot escape that the most valuable partnerships are truly built on relationships between people, and human touch will forever be a critical asset to marketers who seek to benefit from the value of personalities as ambassadors for brands.\nPro-Tip:\u00a0Don\u2019t fight it. Embrace that people are complex and require non-scalable interaction. Choose Influencers who can make a larger impact on your brand than any platform and nurture the relationship. It is worth the time to lean in and engage.","landing_redirection":""},{"id":1651,"title":"WELCOME TO THE 20\u2019S! HERE\u2019S WHAT HAPPENS NEXT \u2013 PART II","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6d67090d-4a72-4144-9ef0-c12466d6fa19_photo-1482329833197-916d32bdae74.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/welcome-to-the-20s-heres-what-happens-next-part\/","date":"January 15, 2020","description":"By: Oxford Road \n\nLast week, we looked at the first 10 of our\u00a0top 20 Predictions for 2020. Today, we offer the dramatic conclusion to our two-part series with 10 more!\nPrediction #11: You\u2019re Going to Start Feeling Stupid for Not Having a Voice App\nDid I mention Smart Speakers yet? There is real research suggesting that there is an\u00a0$80B market for Voice Commerce. That\u2019s 80,000,000,000. By next year, there will be more Smart Speaker usage than tablets. By 2025, 75% of households will have a smart speaker.\u00a0\u00a0\nPro Tip: Time to get your Geocities version of a voice app (think of it as an audio website). We don\u2019t do this as a core competency, but we can make some referrals.\nPrediction #12: People Start to Calm Down About Podcast\nI\u2019ve been talking about them since 2006 and frankly, I\u2019m getting sick of it. No, I\u2019m not tired of the industry and I think podcasts are awesome. But I\u2019m so sick of the hype. The channel needed it to graduate from an obscure, edgy fringe player that could mint royalty of brands who were bold enough to go there. It\u2019s no longer a new idea. Today podcast is a semi-established media channel and, soon enough, people are going to drop the pretension and look for the next new thing.\nPro Tip:\u00a0Don\u2019t talk about Podcast so much. That\u2019s how these things get ruined. The space is getting gentrified enough, so leave it be and find something shinier to talk about at cocktail parties before you start looking like your mom on Facebook.\u00a0\nPrediction #13: Multi-Variate Testing Emerges in Audio:\u00a0\u00a0\nYou do it on your website, I hope. Facebook and Google do it for you with your ads. Audio is not even on first base here. We see people lying and saying they do it, but they don\u2019t. We do an archaic version of it and it makes me want to die, even if it\u2019s the best in our industry. Take heart, as new digital distribution platforms for audio emerge, they will reach critical mass so that this is more possible to execute than it has ever been. It will change because it has to change.\nPro Tip:Have faith and stay tuned.\u00a0Audiolytics\u2122\u00a0is half of the solution. We are vigilantly monitoring the platform side so you don\u2019t have to.\nPrediction #14: Local Podcasts Rise\nNothing ever dies. Vaudeville happens every day in theaters and on TV. Telegraphs evolved into text messages and emails. Local Radio is not going away, it\u2019s transitioning. Podcasts are being produced every day in local markets, for local markets. But it isn\u2019t interesting yet because the numbers are so small. Remember, it\u2019s rare for a podcast to get 1M listeners, so a big local show is nearly impossible. Terrestrial radio will have to bleed out more as local podcasts climb in downloads and work out the kinks. You will hear more about them in 2020 as smart networks will do a better job of aggregating and marketing them.\u00a0\nPro Tip:\u00a0Sit tight and pick your shots. Better to move slowly into these so you don\u2019t get discouraged before the industry is ready for you.\nPrediction #15: Audio Stays Hot\u00a0\nFor a while, people thought that Audio was going to drain like print. Podcasts and hep cats like Spotify and Pandora have proven it is not. According to\u00a0research by Cumulus, DTC brands are over 2-3X less efficient on a cost per acquisition basis through Google and Facebook than they were 3-4 years ago. Demand gen channels like video and audio are the only way to bridge the gap.\nProTip:\u00a0You know you need a healthy mix of Google, Facebook, and Audio, Video (other channels on a case-by-case). But don\u2019t treat them the same in execution and expectation. The latter requires longer time horizons, complexity in attribution, proper message and media planning. That doesn\u2019t make them branding channels, but they do help you build your brand. In fact, I\u2019ve seen MyPillow\u2019s brand awareness numbers and my jaw hit the floor. Still, it takes patience, relentless optimization, and also the money\u2014IF you\u2019re going to do it right.\nPrediction #16: Multi-length Audio Coming to a Speaker Near You\nAs a master of mindfulness (not really), I like to use Headspace. It allows me to choose my meditation based on my personal preferences and needs, then it lets me choose the length of my session so I can fit it to my time available. At some point, audio programmers will try Headspace or something like it and have the same moment of clarity. Audio content MUST adopt customized lengths according to listener preferences. We already can speed up and slow down. Length options are next on the way to a more interactive experience.\nPro-Tip:\u00a0When it becomes available, buy it.\u00a0\u00a0\nPrediction #17: Subscription Audio Rises\nIndustry folks love to dog Luminary, and even though they may be beyond redemption, they weren\u2019t all wrong.\u00a0Tim Ferriss tried\u00a0to fund his podcast with donations from listeners out of the goodness of their own hearts. That didn\u2019t work either and sponsors were rushed back in not long after the launch of the experiment. The prevailing concept will be a blend of free content and premium for a subscription. Spotify is all over this and they are right to be. The next wave of subscription audio will be specifically organized around programs and personalities more so than networks. Die-hard tribes will occasionally subscribe to personalities that are unmatched in their areas of expertise.\u00a0\nPro-Tip:\u00a0When you see subscription only podcasts emerge, try to sponsor them. Much like cable TV, Hulu, and many others, the right answer is a both\/and approach, and some of them will learn this and let us in.\nPrediction #18: Overuse of the Term: \u201cFull Stop\u201d\nFirst I heard it in multiple meetings from people at different companies within the space of a week. Then I heard\u00a0Mike Pompeo use it\u00a0while talking about Iran. Where did this come from and why? I predict it\u2019s going to keep spreading from the halls of power into literature, business and culture, unless someone does something about it.\nPro-Tip:\u00a0Let\u2019s put an end to the full stop, shall we? Unless you\u2019re using a dictaphone. Only then does it make sense. Readers of\u00a0The Influencer\u00a0are a powerful network, indeed. Let\u2019s put it to good use and rid the earth of this menace before it spreads further. \u201cPeriod\u201d still works just fine.\nPrediction #19: Spotify overtakes Apple\nOK, I know. It may have\u00a0already happened. But as pointed out by\u00a0The Influencer, we will soon see how Spotify has the responsibility to match the power. Targeting is a wonderful thing, as is removal of duplication in audience counting, but let\u2019s remember why the wild west had so many movies made about it. Something is always lost as an industry grows up.\u00a0\u00a0\u00a0\nPro-Tip:\u00a0This is further evidence of the two worlds that will exist for podcast advertisers\u2014the new tightly controlled, dynamically inserted one and the other that is what drew us all here in the first place; baked-in live reads that run long and live forever. Tune into AM radio while you still can and listen to the spot breaks. This is the type of content that Performance Marketers will need to make peace with as brands cough up the required costs for the shiny stuff, except for what\u2019s available at remnant pricing.\nPrediction #20: Automation finds its limits\nProgrammatic, Automation, Dynamic Ad Insertion, and the further digitization of everything. These are critical developments that none of us can afford to ignore. But it has a limit. Relationships cannot be automated. Influencer marketing programs are not going away, and while many will continue seeking ways to scale for efficiency, we cannot escape that the most valuable partnerships are truly built on relationships between people, and human touch will forever be a critical asset to marketers who seek to benefit from the value of personalities as ambassadors for brands.\nPro-Tip:\u00a0Don\u2019t fight it. Embrace that people are complex and require non-scalable interaction. Choose Influencers who can make a larger impact on your brand than any platform and nurture the relationship. It is worth the time to lean in and engage.\n\n1 THOUGHT ON \u201cWELCOME TO THE 20\u2019S! HERE\u2019S WHAT HAPPENS NEXT \u2013 PART II\u201d\n\nBest SEO Company\u00a0says:\nJanuary 22, 2020 at 12:04 pm\nAwesome post! Keep up the great work!\nReply","landing_redirection":""},{"id":1737,"title":"Welcome to the 20's! Here's What Happens Next","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/c276e823-2c15-4efd-bbc4-5194a52f9fe5_2020.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/welcome-to-the-20s-heres-what-happens-next\/","date":"January 8, 2020","description":"Welcome you to the new 20\u2019s! Let\u2019s begin the year with 20 predictions for the coming year. This week, we share the first 10\u2026\n\nPrediction #1: The Industry Goes All-In on DAI\nDynamic Ad Insertion (DAI) is often more efficient for the sellers and publishers and is arguably easier on the hosts too. But not all publishers agree, and it\u2019ll be interesting to see how the holdouts perform and what sort of leverage they may command in a future marketplace with less spontaneity and character. People will confuse DAI with programmatic digital, which it isn\u2019t, and the role of audience data for performance marketers (PMs) will continue to be problematic.\nPro Tip:\u00a0Buyer Beware. The upside of DAI is the ability for networks to actually start bonusing impressions and offer more precise targeting. So far, performance value has not justified the premiums required for targeting, and we have not seen the benefits exceed those of good old fashioned talent endorsement podcast live-reads baked in forever and ever Amen.\n\nPrediction #2: Voice is the New Internet\nInstead of eyes and fingers, we use ears and mouths. I feel like I\u2019ve beaten this one to death recently, so if you haven\u2019t been doing your subscriberly duty, you can\u00a0catch up here.\nPro Tip:\u00a0This is not your largest, most immediate opportunity for growth, but it is going to eat everything eventually (Podcast, Radio, Streaming Audio). Make sure you own an Amazon Echo and Google Home device so you can start dabbling and familiarize yourself with the possibilities, recognizing that the technology is going to advance exponentially in the coming years.\n\nPrediction #3: Media Polarization, Advertiser Controversy\nPerformance Marketers & DTC Brands know that their top-performing media purchases are either within or adjacent to personalities delivering opinions. This is increasingly problematic in Trump\u2019s America, as watchdog groups like Sleeping Giants and Media Matters are policing programming\u2014including shows that aren\u2019t thought of as political. When a host says something that is or appears to be stupid or insensitive,\u00a0advertisers are now getting caught in the crossfire. Brands increasingly face pressures to pick a side and exit advertising contracts from programs that may not reflect their personal views, but keep the lights on and help them make payroll. In the coming election year, expect this problem to get worse.\u00a0\n\nPro Tip:\u00a0Don\u2019t get caught flatfooted when your prized podcaster delivering peak performance gets caught in the crosshairs of a spontaneous controversy over something they said. Having a point of view and an action plan in advance is key. Fortunately,\u00a0The Influencer\u00a0has you covered.\n\nPrediction #4: Scales Tip From Traditional to Digital Media\nOnly last year did the number of minutes Americans spend on connected mobile devices\u00a0exceed that of television. 18-34-year-olds now watch\u00a0more online video than traditional. 25-54-year-olds are next. Indeed, digital domination has been a foregone conclusion for some time. But here\u2019s the thing, digital audio and video have historically been little more than a side dish for impressions and ad dollars. With the Streaming Wars in full effect\u2014coupled with streaming audio, connected speakers, and the digitization of podcasts\u2014we are now beginning to hit critical mass as the available impressions for digital sponsorship become the main course. The momentum is going to start impacting business decisions in far more profound ways than we have seen in the past.\nPro Tip:\u00a0You already know this is happening. The question marketers need to ask is if budgets have been transitioned to match their target customers\u2019 consumption of emerging audio and video. If not, now is the time.\n\nPrediction #5: Podcast Attribution Takes More Baby Steps\nWe like what\u2019s going on with Podsights, Chartable, Barometric, etc. and have been on the front lines of testing. But as we\u2019ve all learned in our TV attribution adventures, there are no silver bullets and execution is easier to screw up than advertised. Some say attribution is like religion. Eventually, you just need to pick a side and live by faith.\u00a0\nPro Tip:\u00a0This is a problem that never really gets completely solved. The way to deal with this is to test the shiny new attribution offerings, but hedge your bets and don\u2019t deactivate those archaic promo codes and vanity URLs just yet. You will find safety in running redundant models so you ease into the transition until a dominant mechanism has earned your trust. Think of the latest iterations as you do any other test, but be slow to see them as silver bullets. Someday soon, it will all be digital, and then the conversation will shift into debates about multi-touch credit assignment until the end of time.\u00a0\u00a0\n\nPrediction #6: Brand Marketers Continue to Drive up Podcast Premiums\nLook, we\u2019ve had a bit of a free-for-all in Podcast where PMs got to sponsor stuff they thought was cool and have it drive acquisitions far beyond what other channels produced. Then everyone hyped it up, which fueled the growth of the industry, but that growth comes at a price to early entrants. Now, for example, we have advancements like\u00a0Triton Digital\u00a0creating a semi-universal measurement tool and a more legitimate ranking system, then partnering with media planning and buying system, STRATA, so agencies can plan it as we do with established media. Judgment day is fast approaching where PMs are competing with brand marketers as prices increase with ease of purchase for large agencies. Our little baby podcast has grown into a teenager, and we have to accept that our relationship has to change as it now has a seat at the adult table.\u00a0\nPro Tip:\u00a0If you\u2019re a PM, you have to zig where others zag. That means you need to test new platforms that are more like Podcast of 2014, but not everyone is talking about it yet. That\u2019s why it\u2019s a find. Sourcing the next great channel is what great agencies do, and that\u2019s what we are doing at Oxford Road. But no, I\u2019m not going to post those here, because such treasure maps are reserved strictly for clients.\u00a0\u00a0\nYou also need to loosen the handcuffs on your planning requirements so you don\u2019t just buy programming that you and your team think is cool, but allow yourself to sponsor content that is proven to work and avoided by brands. Sorry folks, but this is the business we\u2019ve chosen.\n\nPrediction #7: Brand Budgets Increase, For Now\nI\u2019ve been in this industry since 2003 and never heard so many \u201cData-driven\u201d brands talking about branding.\u00a0 I chalk the talk up to the\u00a0longest bull market in history\u2026and it makes me fear a recession.\u00a0\nDon\u2019t get it twisted, I do believe in branding and our agency is helping some performance-first clients diversify their budgets with brand objectives in mind. However, there are few PMs capable of flipping the cognitive switch and seeing through a real brand campaign.\nPro Tip:\u00a0Know thyself. If you\u2019re ready to talk about branding, then you have to buy like a brand and commit budgets unencumbered by typical performance metrics. Plan your brand budget annually and don\u2019t mess with it more than quarterly. Don\u2019t call it \u201cBranding\u201d if the intent is to run a multi-week test that winds up getting judged just like a performance campaign. Branding is fun to talk about, and it could be transformative, but it takes real budget and real courage\u2014so be ready to walk the talk. When a market correction does happen (hopefully in 2030), that will be the true test of your commitment to brand marketing.\n\nPrediction #8: Podcasts are the New Blogs\nThis probably deserves a full article and research, but stop and think about it. Podcasts can now be produced and distributed for pennies (or for free). There are MILLIONS of them. I know how badly you want to hear the new Jiffy Lube Podcast or the rantings of your neighbors and in-laws about fields they don\u2019t work in. With so many flavors, what is a podcast anymore, really? It\u2019s people talking, uploaded to a web site. Come on! What we will inevitably see is an iron curtain coming down and separating the legit from the aspirational programs. Yes, there will still be millions of podcasts and you can post it for the world to hear, and you might even get them through iTunes and Spotify, but most will be walled out with the rest of the plebs.\u00a0\nPro Tip:\u00a0For brands, having your own podcast will be table stakes for a full-scale content-marketing strategy. Advances in search functionality will make it accessible to people who care about razor-thin target groups. But we are soon going to become comfortable with the idea that our corporate or hobbyist podcast is not going to be the new Serial. It\u2019s effectively an audio blog, so manage expectations accordingly.\n\nPrediction #9: Koala Corps Reaches First Milestone\nEvery day at Children\u2019s 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 to comfort them every time they cry. We launched\u00a0The Koala Corps\u00a0in 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 believe that we will have this solved in Los Angeles in 2020.\u00a0\nPro Tip:\u00a0Help us achieve this first milestone by learning more and\u00a0contributing here.\n\nPrediction #10: Smart Speakers Grow a Personality\nI\u2019m human, ok. I want Samuel Jackson to tell me the weather and Cookie Monster to provide me with directions on Waze. But that\u2019s not what I mean. I\u2019m talking about must-have content, created especially for this new interactive universe. It\u2019s not here today, but it\u2019s coming soon.\nPro Tip:\u00a0Oxford Road is leading the charge on this emerging medium to provide safe passage for brands and providing play-by-play coverage via\u00a0The Influencer. So keep reading vigorously every week and if you need an agency that doesn\u2019t just take your order, but is a true thought partner helping you capitalize on these changes in the marketplace,\u00a0don\u2019t be a stranger.\u00a0\n\nThis is just bursting with possibilities. Join us as we conclude our 20 predictions for 2020 in next week\u2019s edition of The Influencer.","landing_redirection":""},{"id":1594,"title":"AUDIOLYTICS\u2122 KEY COMPONENT #9 \u2013 EXECUTION","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/9ba1acf5-d242-459b-8a9b-a1834b63f0f0_photo-1586542276867-832a2309a705.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-9-execution\/","date":"December 18, 2019","description":"By: Oxford Road \n\nToday we conclude the Audiolytics\u2122 Master Class. But, as the Wizard Gandalf once said, \u201cEnd? No, the journey doesn\u2019t end here.\u201d Rest assured, there will be more to come in 2020. For a review of where we\u2019ve been so far, click on the links or jump down to enjoy the elucidation of the Ninth Audiolytics\u2122 Key Component, \u201cExecution.\u201d\n\nAudiolytics\u2122 Master Class Overview & Introduction\nAudiolytics\u2122 Key Component #1 \u2013\u00a0Setup\nAudiolytics\u2122 Key Component #2 \u2013\u00a0Value Prop\nAudiolytics\u2122 Key Component #3 \u2013\u00a0Positioning\nAudiolytics\u2122 Key Component #4 \u2013\u00a0Demonstration\nAudiolytics\u2122 Key Component #5 \u2013 Substantiation\nAudiolytics\u2122 Key Component #6, 7, and 8 \u2013\u00a0Offer, Scarcity, Path\n\n\u201cThe more you see, the less you know\u2026\u201d\nPaul David Hewson, Irish Poet\n\nI 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\u2014and appreciate\u2014this truth.\n\n\u201cI\u2019ve 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\u2026you can\u2019t disrespect the process unless you first know to respect the process.\u201d\n\nJordan Brady,\u00a0Filmmaker, Commercial Director, and Host of the \u201cRespect the Process\u201d Podcast\n\nIn Oxford Road\u2019s case, the process is the Audiolytics\u2122 formula and the final Key Component is\u00a0Execution. It\u2019s\u00a0HOW\u00a0you communicated everything included in the first 8 Key Components and then the fact that\u00a0Execution\u00a0is the\u00a0LAST\u00a0Audiolytics\u2122 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\u00a0catapulted\u00a0into admittedly exciting creative conversations about\u00a0HOW\u00a0we\u2019re going to say it. That approach is backwards.\n\nFirst of all, how are you going to measure success?\n\nThen, how long do you have to get there?\n\nOnce you\u2019ve 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\u2122 Key Components will ensure you will have all of the elements needed to make up your marketing message.\n\nPart of answering all those questions is research.\u00a0Todd Lauer,\u00a0VP of Brand & Creative at LendingTree, talked with me about how LendingTree\u2019s tagline for sixteen years, \u201cWhen Banks Compete, You Win\u201d was developed. In a focus group of actual LendingTree users in 2002 a woman said, \u201cIt was kinda like, when banks compete, I win!\u201d 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\u2019s practically free and may just give you a tagline for the rest of the life of your company.\n\nIs 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\u2019t care what the consequences are if you put out something considered offensive by some or many?\n\nBut there is something\u00a0ELSE, 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 \u201cstyle\u201d thing. Call it chaos, call it emotion, or call it story appeal. We\u2019ve been working on communicating with each other for a\u00a0LONG\u00a0time. It\u2019s a tool as old as almost any other.\u00a0At 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. \u201cWant to hunt the buffalo? Go to the big magnolia tree and hang a left.\u201d\n\nHaving answers to all Eight Audiolytics\u2122 Key Components and all Seventy One Subcomponents is critical, but\u2026It doesn\u2019t mean you use them ALL in every marketing message. Sometimes, you don\u2019t need to tell a story. For Target\u2019s LA billboard\u2014because they\u2019ve spent decades and billions of dollars building the brand\u2014all they needed to do is tell the audience where they\u2019re located.\u00a0 Answering the questions within the Audiolytics\u2122 framework equips you with everything you need based on your goals. Only then can you use the final Key Component,\u00a0Execution, to\u2026\n\n\u201cTell the truth, but make the truth fascinating. You know you can\u2019t bore people into buying your product, you can only interest them into buying it.\u201d\n\nDavid Ogilvy, Advertising Legend\u00a0\n\nThen, your data comes in. But, be careful. I\u2019ve heard many a marketer claim,\u00a0\u201cWe\u2019re insanely obsessed with data.\u201d\u00a0Well,\u00a0so are conspiracy theorists.\u00a0When it comes to creative, make sure you\u2019ve respected the process and answered ALL 71 Audiolytics\u2122 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 \u201cgood\u201d is and you know what \u201cmemorable\u201d is, but the key to getting there is courage\u2014so dig deep. Once you have your goal defined then it\u2019s all in the packaging. It\u2019s all in how the message is delivered. The quote I started this article with isn\u2019t just by an Irish Poet, it\u2019s a lyric in a song by U2.\n\n\u201cThe more you see, the less you know\u2026\u201d\nBono\n\nYou know who he is because he hasn\u2019t 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\u2019s to the courage to be as memorable as Bono in our advertisements\u2014so that they achieve best in market performance at maximum viable scale.\n\nBe brave. Be brave. Be brave.","landing_redirection":""},{"id":1672,"title":"A Smart Strategy Never Looked So Stupid","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e2f12a58-5a05-4353-bd7a-94d61d8e6dd4_download.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-smart-strategy-never-looked-so-stupid1\/","date":"December 11, 2019","description":"By: Stew Redwine \nBefore we begin, watch Mike Lyndell take you to school on how to persuade.\nIf you watch TV you\u2019ve seen this ad. Every marketer I meet talks about it. But it\u2019s never the type of ad they would be willing to make. I get it. We wouldn\u2019t either. All that TEXT on the screen. The promo code that looks like a name tag from a job fair. The cross necklace OUTSIDE the shirt. The mustache. The over the top local car salesperson affectation. If Oxford Road had the chance to work with Mr. Lyndell on his creative I would give him examples like\u00a0Dyson,\u00a0Credit Sesame, or our work with\u00a0LendingTree\u00a0to show him how you can get the structure right AND have a style to your ad that isn\u2019t offputting to certain audience segments.\nBut before we throw this ad out of any serious creative conversation, keep in mind\u00a0My Pillow\u2019s revenue is reportedly $300 Million a year. I want to talk about its structure without debating the merits of the product. I count it a privilege to work at Oxford Road, where we only advertise products we believe in and would use ourselves. When it comes to My Pillow as a product, you can be the judge.\nBut as for this ad\u2019s structure, Audiolytics\u2122 shall measure it\u2019s true worth. Mr. Lyndell masterfully delivers the Nine Key Components of Audiolytics\u2122, Oxford Road\u2019s proprietary best-in-market message design and auditing system*.\n*We engineer every message we touch across 71 data points \u2013 the most comprehensive scoring system in the market \u2013 so that every Audiolytics\u2122 certified ad drives maximum\u00a0performance on\u00a0every media dollar spent.\u00a0\nThe Nine Key Components of Audiolytics\u2122 are Setup, Value Prop, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution. Without getting lost in the minutiae of our data points, I\u2019ll just summarize what Mr. Lyndell does in his ad and please feel free to take notes.\nHe gets your attention, tells you about the opportunity his product presents and the pain that it solves, which is deeply felt and widely experienced. He perfectly positions his pillow against the status quo of not sleeping well AND other pillows. He then demonstrates, and demonstrates, and demonstrates\u2014showing and telling you exactly how it works. Last but not least, he substantiates his claims (often overlooked but very important\u2014why should anyone trust you?) and then gives you a reason to ORDER NOW!\nThe last component of Audiolytics\u2122 is Execution. How is the ad made? Does it\u2019s production value add or detract from the message? What is its style? This aspect of the ad is last for a reason. It is vitally important that you know what you are saying and why, AND why it matters to your intended audience BEFORE you decide how you are going to say it. This is where many opinions might surface about the \u201cquality\u201d of the My Pillow ad. It feels like direct response. It feels cheesy. It feels like a\u00a0Saturday Night Live spoof.\u00a0It feels like Mike Lyndell is spending, by\u00a0Alphonso\u2019s\u00a0count, $12 Million on this ad alone. This is only one of his 60-second ads. He has 120-second ads too. Could he dress it up and get\u00a0Wally Pfister to shoot the commercial?\u00a0Could he hire a big agency to tell an\u00a0Epic Story like Tile?\nYes.\nDoes he need to?\nThat\u2019s the tens (or even hundreds) of millions of media dollar question. Would increased production spend, translating to a more tasteful ad with better polish lead to dramatically better performance? Does your ad\u2019s style impact performance more or less than simply what you say?\nLet me ask you another way.\nHave you ever thought about buying one of his pillows?\nYou know the answer down deep in your sleep-deprived heart. Mike Lyndell is giving you a gift akin to when\u00a0Patton read Rommel\u2019s book.\u00a0Patton didn\u2019t want to join Rommel afterward, he simply recognized he could learn from a masterful strategist no matter the source. You don\u2019t need to make your brand look like MyPillow to sell like MyPillow. But you would do well to take a page from his structure, or ours.\nClick here\u00a0to schedule your free Audiolytics\u2122 assessment, and if you do really need a new pillow may we suggest\u00a0Boll & Branch.","landing_redirection":""},{"id":1657,"title":"HOW DIGITAL EXPERTISE INFORMED HICKIES\u2019 TV AD STRATEGY","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/149964d2-e535-4cea-8612-17ab6f7a7127_photo-1434030216411-0b793f4b4173.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-digital-expertise-informed-hickies-tv-ad-strategy\/","date":"December 4, 2019","description":"By: Oxford Road\n\nBy Alli Romano\n,When sales spike 60 percent in three weeks following an ad campaign, that\u2019s enough to grab any marketers\u2019 attention. After all, brands are always looking for effective ways to spur business. So, when new orders pour in, it\u2019s cause for celebration \u2014 and investigation.\n\nThis was the case for Hickies, creator of tie-free shoelaces. A notable sales boost came on the heels of a TV ad campaign. And while the company has strong sales on its website, these particular transactions came via Amazon. (Hickies are also available at physical retailers, such as Bloomingdales, Macy\u2019s, and Von Maur.)\n\nConnecting Amazon sales to TV ads isn\u2019t an easy correlation. Hickies was able to make the connection by working with Tatari, a boutique media buying agency and data analytics company. Tatari uses a digital media\u2013style approach to analyzing TV ad effectiveness.\n\nHickies\u2019 foray into TV advertising was motivated by a desire to find new customers. Founder and chief executive officer Gaston Frydlewski says the company had used digital media so extensively that there was no room for incremental growth; he would be spending more money to reach the same consumers. He also noted that major online options, including Facebook, have become too costly.\n\nSeeking an alternative, Frydlewski turned his sights to TV. \u201cTV offers bigger reach with less cost,\u201d he says. \u201cWe have a brand that performs. We own the category we created and have no competition.\u201d\n\nAlthough TV networks, streaming services, and video providers are steadily\u00a0improving their data and attribution capabilities, Frydlewski says he wanted to see real-time reporting and data similar to digital advertising, which shows direct links between exposure and action.\n\nHickies\u2019 experience in online advertising and expectations made the company an ideal candidate for testing near-real-time attribution for its TV advertising. \u201cThey are very sophisticated in digital customer acquisition and they want the same experience they\u2019ve had in digital,\u201d says Philip Inghelbrecht, Tatari co-founder and CEO.\n\nUsing Tatari\u2019s platform \u2014 which layered Hickies\u2019 first-party data with third-party data from numerous sources, such as Amazon, set-top boxes, streaming video services, and smart TVs \u2014 Hickies was able to establish that the sales lift was coming from the Amazon. \u201cAttribution is always an issue and you want to make sure you\u2019re doing things right,\u201d Frydlewski says. \u201cI\u2019ve tried things in advertising that promised reach and gave me traffic, but the traffic didn\u2019t convert. We need to make sure the traffic is going to perform.\u201d\n\nFrydlewski says it is critical that brands pay close attention to where their customers are shopping, including Amazon. In fact, about half of all U.S. Internet users begin their online shopping searches on Amazon, according to a May 2018\u00a0Adeptmind survey. Many Hickies shoppers go online to Google and search the brand, then go to Amazon, rather than the Hickies website, Frydlewski notes. He supposes that it may be because they\u2019re comfortable shopping on Amazon or expect to see the lowest price there.\n\u201cWe used to think of Amazon as complementary to our website, but now we see them as equal channels,\u201d Frydlewski says. The data from Tatari, he adds, \u201chas really opened our eyes.\u201d\n\nAfter seeing the success that Hickies has had with TV, Inghelbrecht says he hopes other brands will embrace video advertising. TV offers an opportunity to reach a new batch of potential customers, he notes. \u201cThere\u2019s a point in time you\u2019ve spent so much on digital that an extra dollar doesn\u2019t yield much improvement anymore,\u201d he says. \u201cWhen that happens, you need to find new channels. TV is a great one; there is no medium like TV that reaches 200 million people each week. TV scales really well.\u201d\n\nGoing forward, Frydlewski would like to apply similar analytics to other ad channels, including out-of-home, print, and radio: \u201cThe possibility to add new layers of technology to traditional advertising is very interesting.\u201d\n\n\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\n\nAlli Romano is a media pro who has covered digital media, radio, and broadcast and cable TV in her MediaVillage column, \u201cAlli on Audio,\u201d as well as for numerous industry publications, including Inside Radio, Broadcasting & Cable,\u00a0TVNewscheck.com, and Multichannel News. She has also worked as a digital producer and content manager for\u00a0FoxSports.com\u00a0and\u00a0NBA.com, as well as a web design firm and an educational institution. While writing is her preferred medium, Alli has also voiced hundreds of radio commercials for small businesses and nonprofits in her adopted hometown of Ithaca, NY.","landing_redirection":""},{"id":1595,"title":"FORSAKEN NO MORE","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/3ba45993-9547-4aa7-828a-e047b5e2a77c_ScreenShot2021-01-20at7.39.52PM.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/forsaken-no-more\/","date":"November 27, 2019","description":"By: Oxford Road and Dan Granger with Kyle Jelinek \nIn 1943, humanist psychologist\u00a0Abraham Maslow\u00a0introduced his concept of a hierarchy of needs in his paper \u201cA Theory of Human Motivation\u201d. 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\u2019s basic model still rings true nearly 76 years later.\nAs 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\u2019re 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\u2019t playing fair. We look for an authority to hold them accountable.\nWhen we\u2019re 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.\nThe 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\u2019s going to be enough for us to get by, or if something unfair is going to happen.\nAge means very little in these matters. Sibling rivalries occur in every season of life. We see politicians in their 70\u2019s 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.\nAs 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\u00a0 sandbox, desperately hoping that it will all be ok. To feel we will not be forsaken.\nThere 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.\nStill, 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.\nIn my own life, I go to great lengths to avoid feelings of powerlessness. I much prefer to be \u201dsolution-oriented\u201d and to always have a plan. When that doesn\u2019t work, my safest strategy is to slow down and focus on gratitude. To remind myself of all I\u2019ve 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\u2019ve been given, beyond what I feared I might never have, the feelings of forsakenness melt away, no matter what kind of day I\u2019m having.\nBut 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\u2019s 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\u2019s lives in ways never before possible. But there is still something missing, that may be as important as medical care\u2013the 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\u2019s hierarchy not being met, despite the abundance of qualified people ready to help.\nIt is, for this reason, we started the\u00a0Koala Corps. After seeing the pain that my own daughter went through, between multiple surgeries during her first six months while she lived at Children\u2019s 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, \u201cIt\u2019s all going to be ok.\u201d\u00a0 I\u2019ve 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\u2019t 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.\nWe 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\u2019s 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.\nPlease consider giving through the Koala Corps. 100% of your contribution will go to Children\u2019s Hospital in Los Angeles, and YOU CAN make a difference in the life of a young child who cannot help themselves. Simply go to\u00a0www.KoalaCorps.com\u00a0to give right now.\nIf 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\nWhile we\u2019re all playing in our sandbox, I\u2019ll 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.\nThank you,\nDan","landing_redirection":""},{"id":1673,"title":"5 TIPS FOR CREATING CUSTOM LANDING PAGES","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6c6f9979-1683-4bdc-8295-754179178095_photo-1499951360447-b19be8fe80f5.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/5-tips-for-creating-custom-landing-pages\/","date":"November 20, 2019","description":"By: Oxford Road \n\nby\u00a0Lisa Laporte\u00a0with a bonus note from\u00a0The Influencer\nSo you\u2019ve got a rock-solid media plan that\u2019s reaching the right people for the lowest cost. You\u2019ve written a great ad that follows the\u00a0Audiolytics\u2122 framework,\u00a0exciting listeners and driving them to action. But all is lost if your landing page stops would-be customers cold. Could that be you? While most seasoned marketers A\/B test and optimize their landing pages, some fail to realize the value of customization. In this week\u2019s Influencer, Lisa Laporte\u2014CEO of The Artisanal Agency and TWiT\u2014provides practical advice on how to create custom landing pages that will make customers want to buy. The Influencer has also added a bonus point for podcast and radio campaigns.\n\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\n\nThere are millions of landing pages striving to convert customers all over the internet. Many of them are bland, desperate to fit in with the competition. Smart marketers know that while you want to know what your competition is doing, you also want to stand out. Your landing page should be customized to speak to your brand and make it easy for your customer to decide to buy from you.\u00a0\nBelow you\u2019ll find five quick tips to turn your landing page into something that makes customers want to buy.\nSpeak To Your Target Audience\nPersonalization is what a\u00a0custom landing page\u00a0is meant for. Personalization lets you speak directly to your target customer and improve your conversion rate. What is your customer\u2019s pain point? What problem does your product or service solve for them? You need an offer that aligns with who they are and what they want. When you can do that, you\u2019ll see your conversion rate improve.\nSpeak To Their Emotions\nWhat emotional reaction do you want your customers to have to your offer? Do you want them to feel inspired by the possibilities of an online tool that will help their business, or do you want them to feel relief at a vacuum that could better clean up the pet hair in their house? Maybe you want them to be hungry for the hamburgers at your restaurant. Think of an emotion that would drive someone to purchase and use power words that align with those feelings.\u00a0\nOvercome Hesitation\nWhy would your customers hesitate to buy your product? If it\u2019s a software, maybe they think it won\u2019t be available for their device. This is a quick fix: include information on the devices your software is good for in an easy to spot visual right on the page. The faster you can ease these concerns, the more excited they\u2019ll be to click \u201cbuy now.\u201d\u00a0\nCreate A Powerful Call To Action\nA powerful call to action is direct, brief, and uses a strong verb that hints at value. Words like \u201cGet,\u201d \u201cSubmit,\u201d \u201cLearn,\u201d \u201cCreate,\u201d and \u201cDiscover\u201d are popular choices.\nThink About Mobile Design\nTen years ago, everything was designed for desktop computers. Even five years ago this was standard. Today, this is a missed opportunity. People are browsing on their phones. If a page doesn\u2019t load smoothly on the first try, they do somewhere else. Make sure your landing page is easy to read and the CTA draws the eye. It needs to be easy for them to click through and convert directly from the landing page on their mobile device.\u00a0\nBonus Addendum from\u00a0The Influencer\n\nMany times in Podcast or Radio, the purpose of your landing page is to create a path for audiences responding to a particular show or personality recommendation. How can you speak directly to this audience and what they feel is important? Can you extend your endorsement and program-related branding to the show page? Work with your partners to create a co-branded experience so that you are converting referrals and extending the message as you borrow from their existing credibility with their audience.\u00a0","landing_redirection":""},{"id":1662,"title":"Symbolism, Superstition, and Choices","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b9bb927d-965e-4dd9-8de5-20819b6c92b2_photo-1483213097419-365e22f0f258.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/symbolism-superstition-and-choices\/","date":"November 13, 2019","description":"By: Oxford Road \n\nBy Roy H. Williams\nThis week, as we tend to do when Oxford Road\u2019s thought leaders are immersed in the tasks of the moment, we turn to those who inspire us. This week\u2019s guest writer is one of Oxford Road\u2019s favorites, Roy H. Williams, who recently shared an article that inspires and challenges readers to seek the path to productive civil discourse. While avid readers of The Influencer know our stance on such things, Roy\u2019s take is\u2014as always\u2014poetic and thought-provoking. Thanks to Roy for allowing us to share this with you. Enjoy\u2026\nSymbolic thought is commonly expressed through similes, metaphors, and music, allowing us to communicate the unknown and unfamiliar by relating it to the known and familiar.\n\nSymbols happen when one thing stands for another.\n\nSymbolism plays a role in identity reinforcement. Brands, hobbies, artistic expressions, event attendance, and social connections are symbolic ways of saying, \u201cThis is who I am. This is what I do. This is what I stand for. This is what I stand against. This is how I see myself.\u201d\n\nMarketing people call these measurements \u201cpsychographics.\u201d\n\nSymbols are powerful, friendly things that assist us in relating to the world around us. They help us make those difficult choices between two good things. \u201cWith which of these two things do I most strongly identify?\u201d\n\nSelf-determination is a good thing.\nCooperation is a good thing.\nBrexit\u00a0is Britain\u2019s tug-of-war between those two good things.\n\nAmerica is having a tug-of-war of its own.\n\nUnderstanding how symbols can affect the mood of the heart and the attitude of the mind is a natural part of self-awareness. But symbols get distorted and dark when we embrace them too tightly or carry them one step too far.\n\nSuperstition is the belief that a symbol carries within itself the power to enact change.\n\nPheromones are a series of chemical flags released by animals that signal sexuality, fear, and dominance; moods of the heart and attitudes of the mind.\n\nThe flag of a nation is a bit of colored cloth on the end of a stick. Its only power lies in the hearts and minds of those who see it. We are unified when we agree on what that symbol stands for. We are divided when we do not agree.\n\nThe only hard choice is the choice between two good things.\n\nWhen we are deeply divided, we believe our adversaries are stupid and evil. If we are gracious, we call them \u201cuninformed and misled,\u201d which is just a slightly nicer way of saying the same thing.\n\nReconciliation and unity will not begin until we look beyond our polarized reactions to see the good thing the other side believes in. This is the path to productive civil discourse.\n\nFrankly, I\u2019m a bit weary of destructive discourse, aren\u2019t you?\n\nRegardless of your political beliefs, you have at least one close friend who believes in the good thing that is currently standing in the way of the good thing you believe in. In other words, their political beliefs are not aligned with yours. Is your relationship with that person strong enough, is your trust in that person deep enough, to quietly listen as they explain what they believe and why they believe it? Can you find the good thing your friend believes in?\n\nAsk and it will be given to you; seek and you will find; knock and the door will be opened.\n\nRemember: Your goal is to see through their eyes for a moment. You want to see what they see. This is not the time or place to make them see what you see. If you cannot restrain yourself from correcting them and interjecting your beliefs, you are likely to lose a friend.\n\nThe path to peace requires courage, restraint, the willingness to listen, and an open mind.\n\nThe other path \u2013 the exciting one \u2013 is the path that leads to war.\n\nRoy H. Williams\n\u2013 \u2013 \u2013\n\nHERE\u00a0is the post in entirety with pictures of his dog and more. The Influencer suggests subscribing to the Monday Morning Memo by clicking\u00a0HERE.\u00a0\u00a0\n\nRoy 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.\u00a0 The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1665,"title":"STREAMING TV IS THE FUTURE. BUT THE FUTURE ISN\u2019T ALWAYS TOMORROW","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e2c03dcc-7339-4325-ad0d-171568c67d05_photo-1523365280197-f1783db9fe62.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/some-marketers-hold-the-misconception-that-ads-on-streaming\/","date":"November 6, 2019","description":"By: Oxford Road \n\nBy\u00a0Philip Inghelbrecht\nCEO, Tatari\nSome marketers hold the misconception that ads on streaming TV can deliver the laser-sharp precision of Facebook combined with the scale of linear TV. Streaming does offer unique advantages, but the medium hasn\u2019t matured enough to beat digital on precision or traditional TV on scale.\n\nWHAT DO WE MEAN BY STREAMING TV?\n\nOver-The-Top (OTT) TV is streaming video delivered over the internet\u2014independently of a traditional pay-TV service, irrespective of device. There are subscription-based channels like Netflix, transaction-based channels like Google Play, as well as ad-supported channels like Sony\u2019s Crackle. Hulu blends a couple of those models\u2014you can opt to watch ads or pay for ad-free content. eMarketer forecasts that just over 61 percent of the US population will use OTT services this year.\n\nThe other type of streaming TV is Connected TV (CTV), or TV with access to the internet. Connected TV includes smart TVs and devices like Roku or Apple TV. The same eMarketer research said just over 57 percent of the US population will be Connected TV users this year.\n\nWhen marketers consider adding a new performance channel to their marketing mix beyond search and social, they often feel more comfortable with streaming TV (OTT & CTV) than with linear TV (Broadcast and Cable). This is because streaming feels more like digital video\u2014content is delivered to the IP address of a specific device, viewers are unable to skip over ads,\u00a0 and there are high completion rates. Streaming, however, is much more complicated to target, buy, deliver, and measure than other digital platforms.\n\nSTREAMING ISN\u2019T THE HOLY GRAIL (YET).\n\nTargeting varies among different streaming providers. Some are limited to the same targeting parameters as can be found in linear TV (i.e. broad demographics). Others will allow the advertiser to slice and dice by just about anything (e.g. leveraging Oracle data on a Hulu buy).\u00a0 Because targeting parameters vary (wildly), the buying process is more fragmented and complicated. To reach a large audience via streaming TV, advertisers need to cobble together many different small buys\u2014each with its own buying instructions and each particular to the platform.\n\nWhen it comes to delivery, controlling the frequency cap can be hardest. We\u2019ve all experienced seeing the same ad over and over during a binge session of our favorite series. That can potentially annoy your customers and damage your brand. A much more serious delivery issue is fraud. Conviva determined up to 47% of ad attempts\u2014across ad request, decisioning and selection, ad creative delivery, and creative playback\u2014may not make it to the viewer\u2019s screens as intended.\n\nAs for measurement, marketers need more than just completion rate, they need to demonstrate the impact on sales (or other KPIs). Traditional \u201cbaseline+lift\u201d models are defunct since most streaming TV is watched on demand. While IP-level matching is a sound framework for streaming measurement, there are a plethora of potential wrenches in the spokes\u2014like the transition from IPv4 to IPv6 or simply the reality that people may watch an ad at home and visit the advertiser\u2019s site on a computer at work. The use of device graph data is not a silver bullet type of fix (just yet).\n\nPossibly most important of all, streaming offers far less scale than linear TV.\n\nMarketers who watch a lot of streaming content themselves (i.e., as consumers) get the sense there\u2019s a lot of reach. That\u2019s an illusion. Right now, approximately $70B will be spent on linear TV ads while only about $3B will be spent on streaming. Viewers are splitting time between different apps and providers because oftentimes the content they want isn\u2019t centralized on one alone and this can be a problem for marketers if their approach is to work directly with only one or even a few streaming services.\n\nSO WHAT\u2019S A MARKETER TO DO IN THE MEANTIME?\n\nYou may be thinking that you\u2019ll just wait on the sidelines until some of the challenges have been solved. If you do, you\u2019ll miss out. Your video media plan should be diversified with a mix of digital, streaming TV, and linear TV ads\u2014all informed and optimized by data.\n\nStreaming is exciting because it\u2019s easy to get started, flexible with ad lengths, and provides performance metrics like completion rates that are easy to digest. You should be testing OTT & CTV on a platform that has access to inventory across a wide range of streaming services. That way, you find new audiences and figure out which networks, dayparts, and creatives work best.\n\nMarketers who\u2019ve added linear TV advertising in addition to streaming have been able to get reach and scale as well as experience its halo effect\u2014the increase of awareness driven by TV improves the performance on other (digital) channels, e.g. higher search quality score.\u00a0 The future of TV isn\u2019t quite here yet, but that doesn\u2019t make the present unattractive.\n\nPhilip Inghelbrecht is the CEO and Co-Founder of Tatari, a data & analytics company focused on buying and measuring ads across linear and streaming TV. Philip is also known as a co-founder of Shazam, one of the most widely-used music apps in the world.\n\nPrior to Tatari, Philip was also a founding employee and former president of TrueCar (NSDQ:TRUE). In addition, he previously ran business development at Rockmelt (acquired by Yahoo) and led sports and entertainment partnerships for Google\/YouTube.\n\nPhilip is also an active investor and advisor. Born in Belgium, he currently lives in San Francisco and when not spending time with his family, he enjoys skiing or kiteboarding.","landing_redirection":""},{"id":1666,"title":"Audiolytics\u2122 Key Component #6, #7, and #8 \u2013 Offer, Scarcity, and Path","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/abfb90b0-9431-45d8-aafe-8ab45617d84e_photo-1574608198919-1f07683b9721.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-6-7-and-8-offer\/","date":"October 30, 2019","description":"By: Oxford Road \n\nThe Sacred Triumvirate of Elements Essential to Response Advertising\n\nJust as the Star Wars Saga shall conclude with Episode IX, so too must Audiolytics\u2122 with its 9 Key Components. With this installment of the Audiolytics\u2122 Master Class,\u00a0\u201cYour journey nears its end.\u201d\n\nHere\u2019s where we\u2019ve been so far\u2026\n\nAudiolytics\u2122 Key Component #1 \u2013\u00a0Setup\nAudiolytics\u2122 Key Component #2 \u2013\u00a0Value Prop\nAudiolytics\u2122 Key Component #3 \u2013\u00a0Positioning\nAudiolytics\u2122 Key Component #4 \u2013\u00a0Demonstration\nAudiolytics\u2122 Key Component #5 \u2013 Substantiation\n\nThis week we will break down the three Audiolytics\u2122 Key Components that most marketers will associate with the Call to Action (CTA). Former president and supreme commander of the Allied forces, Dwight D. Eisenhower said it best.\n\n[Audiolytics\u2122] is the art of getting someone else to do something you want done because he wants to do it.\n\nAudiolytics\u2122 Key Component #6 \u2013 Offer\nAs we travel to the land of Limited Supply and Special Offer, the \u201cwants to do it\u201d is most important. We are not in the business of false advertising or merely selling hype. As John Caples says in the Fifth Edition of\u00a0Tested Advertising Methods, you must filter every aspect of the advertisement through this question: \u201cwhat argument would make you\u2026part with good money in order to buy the product or service you are advertising?\u201d\u00a0\n\nWould a\u00a0GREAT Offer\u00a0move you, better than any\u00a0Offer\u00a0available anywhere else? Would knowledge that the\u00a0Offer\u00a0has an element of\u00a0Scarcity\u00a0to it drive you to act? Would knowing exactly what\u00a0Path\u00a0to follow to take advantage of the Offer be the thing that induces you to purchase? Yes, yes and yes.\nWithin the Audiolytics\u2122 formula an\u00a0Offer\u00a0is more than just a discount. It is everything from a unique discount, to something\u00a0FREE, a guarantee, or any other kind of incentive. Let\u2019s look at\u00a0 two advertisements, each promoting a ridiculous-looking hat which promises to grow back hair but separated by 95 years. Each ad makes the same\u00a0Offer: a guarantee of \u201cno cost\u201d if the product fails to impress(1924) and \u201cyour money back\u201d(2019).\n\nSimilarly, there was a 1773 tea ad that read, \u201cExcellent good Bohea Tea, imported in the last ship from London; sold by Theo. Hancock,\u00a0N.B.\u00a0\u201cIf it don\u2019t suit the ladies\u2019 taste, they may return the tea and receive their money again.\u201d\u00a0\n\nHerein we are bound to receive objections that a money-back guarantee is not possible for your business. So work with what you\u2019ve got. Consider the tactics applied by sage marketer James Jonathan, AKA, Jimmy Johns, with his cleverly easy to fulfill offer:\nAnyone can say it, but Jimmy John\u2019s actually had the nerve to make it into a neon sign and hang it in the window.\u00a0We discussed this idea, of digging deep for facts about the product or service\u2014even if\u00a0everyone\u00a0does them, in the\u00a0Positioning article. Such as Lucky Strike\u2019s \u201cToasted\u201d Tobacco and Schlitz washing their bottles with \u201clive steam.\u201d Because there is power in knowing the product deeply, you can bring those facts to the forefront in different aspects of the Audiolytics\u2122 structure. All food smells and, in fact, all restaurateurs have no problem at all with you taking a whiff of their particular style of air. But Jimmy John turns that FACT into a FREE OFFER. Of course, there are ways to stretch and be creative about what an\u00a0Offer\u00a0can be, but at the top of the heap is good old price matching and money-back guarantees.\n\nA recent study by researchers at Northwestern\u2019s Kellogg School of Management looked at which kinds of advertisement messages were judged most effective by consumers. At the top of the list were ads that included money-back guarantees and those that promised to match a competitor\u2019s price for a particular product.\n\nThen, you can add to those foundational pieces with a Limited Time Offer, Percent Offer, Dollar Offer, BOGO, Gift with Purchase, White Paper, and Waiting List. In order for an\u00a0Offer\u00a0to drive the audience to take action, it needs to have\u00a0Scarcity\u2014you\u2019ve got to give them a really good reason to\u00a0ACT NOW.\u00a0What would make you Act Now? Knowing there is an unrivaled\u00a0Offer\u00a0for a product or service that you want, but that the\u00a0Offer\u00a0will only be available until a certain time? Yes. To be a bit of a romantic with you, which I desperately am to my core, isn\u2019t that what makes all the best things in life precious? Their fleeting nature? The seasons? Experiences? Our loved ones? Saying goodbye is deep in our nature. For, \u201cThe way to love anything is to realize it might be lost.\u201d\n\nAudiolytics\u2122 Key Component #7 \u2013 Scarcity\nScarcity is most persuasive when it is\u00a0real.\u00a0For instance, when we\u2019re running a test campaign we ask for the best\u00a0Offer\u00a0available anywhere and we make it\u00a0truly\u00a0scarce. It will only be offered through a specific date or, perhaps, it is tied to a seasonal event like Mother\u2019s Day. Another way to talk about\u00a0Scarcity\u00a0is Limited Supply. This is an opportunity to dig deeply for the facts about inventory and supply chain. Can they keep up with infinite demand? I doubt it. If I had a Bitcoin for every advertiser\u2019s website we crashed with traffic, I\u2019d have sold them all in December 2018 and went water skiing each day on my private lake.\n\nAnd many companies intentionally limit inventories to keep up demand: DeBeers intentionally restricts the number of diamonds it distributes to keep prices high; toy manufacturers often release popular products in limited quantities to create a frenzy; Apple supplied its stores with limited numbers of iPhones to generate buzz; and luxury brands like Herm\u00e8s create \u201cwaiting lists\u201d for women who want to get their hands on $6,000 purses.\n\nAudiolytics\u2122 Key Component #8 \u2013 Path\nFinally, there is\u00a0Path\u2014where must the audience go to take advantage of this tremendous opportunity? This is where I plead with all marketers, DO NOT outsmart your common sense. Where must the audience go? Make it simple. Like Albert Einstein puts it, \u201cEverything should be made as simple as possible, but no simpler.\u201d Is it a phone number? A vanity URL? A promo code? All three? What\u2019s simplest? How will you attribute? How will they remember? If I tell you that you have to go two blocks up and one block over and then find the shop with the green door, go around back, knock twice, and when you hear a voice say \u201cSo how about that new iPhone?\u201d and you respond, \u201cI have a Pixel\u201d, then knock three more times to be let in and get a special offer\u2014are you going to do that? Or how about, \u201cText \u201cOffer\u201d to 12345.\u201d? I can feel the \u201cYeah, buts\u2026\u201d coming out, so I\u2019ll close this section with this:\n\n\u2026as Walter Weir puts it, \u201cThe best copy testing machine is still a cash register.\u201d In the final analysis, this is the biggest point of all: Is the advertising producing action on the part of its readers?\n\nWhen it comes to\u00a0Offer,\u00a0Scarcity, and\u00a0Path, don\u2019t be quick to dismiss the power they hold over your cash register ringing. If you don\u2019t have an\u00a0Offer, or\u00a0Scarcity, and have a convoluted\u00a0Path, you have hobbled your message. It may still connect emotionally. It may still give the audience a fond recollection of your brand when they see it again some day. But if you need it to make the cash registers ring, especially as you test out a new channel, then bring these three critical Audiolytics\u2122 Key Components to bear and have your e-commerce team on stand-by because it may just crash the system.\n\nP.S. Don\u2019t do an\u00a0Offer\u00a0that destroys your business. It needs to make good business sense.\u00a0Here\u2019s a cautionary tale from Hoover Vacuums\u00a0that tells you precisely how a poorly planned promotion can really suck.\n\nWe will wrap up the Audiolytic\u2019s Master Class next month as we dive into the 9th, and final, Audiolytics\u2122 Key Component,\u00a0Execution. Execution entails an analysis of\u00a0how\u00a0you actually communicated the sequential Audiolytics\u2122 Key Components 1 through 8 and is perhaps the most subjective of all components\u2014stay tuned.\u00a0","landing_redirection":""},{"id":1668,"title":"PODCASTING\u2019S SMALL, BEAUTIFUL AGE IS DRAWING TO A CLOSE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/755da151-0334-41c9-b4cd-84435f47a5e0_photo-1581368087049-7034ed0d1e6f.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcastings-small-beautiful-age-is-drawing-to-a\/","date":"October 23, 2019","description":"By: Oxford Road \n\nOCTOBER 16, 2019 by Max Willens\nDigiday\u2019s Max Willen writes that the \u201cBeautiful Age\u201d of Podcasting is coming to an end. This article does such a great job of covering the ever-changing landscape of the podcasting world and what the future holds that we believe it should be considered a must-read for anyone in the podcast space. Nice closing quote from General Danger as well. Enjoy!\n\n____________________________________________________________________________\n\nThe IAB\u2019s fifth annual podcast upfront could be the last one where platforms do not dominate in the proceedings.\n\nWhile last year\u2019s IAB Upfront presenters focused, for the first time, on measurement and targeting, the unofficial theme of this year\u2019s podcasting is platforms. Whether that includes events on stage \u2014 Pandora is a first-time presenter this year \u2014 or gossip off it, podcasting appears to be going in the direction of every other digital media format: dominated by a handful of platforms, with smaller individual publishers and networks getting creative to fight over what\u2019s left.\n\nSome publishers will have some advantages when that switch happens. And a number of key questions, such as how advertisers balance between host-read and network-optimized ads, or how platforms will monetize shows on their platform, remain. But as podcasting speeds toward becoming a billion-dollar market by 2021, up from the $479 million generated in 2018, that growth will come from brand advertisers, who demand scale and ease from sellers.\n\nThat means podcasting will inevitably become more like the display ad ecosystem: commoditized, automated, audience-driven rather than contextual. The podcast ad world has been craft; it\u2019s destined to be mechanized.\n\n\u201cIt\u2019s really hard to scale the program-specific, custom host-read stuff,\u201d said an executive at one media agency that invests in audio. \u201cIt used to be death by a thousand cuts. \u2026 If you were interested in doing podcasting as a client, and you could work with two or three big partners, that is much more interesting than trying to do a hundred different deals.\u201d\n\nThe balance of power has not tipped yet, in part because the biggest platforms are still getting their ducks in a row; many of the acquisitions that brought podcasting onto platforms including Spotify and Pandora were made less than a year ago.\n\n\u201cI think they\u2019re still learning about what they bought,\u201d said Stephen Smyk, svp of podcasting and influencer spending at the media agency Veritone One.\n\nBut the rest of the industry is trying to get itself ready for a world where marketers expect mass reach and compliance with industry metrics. Late last week, Stitcher\u2019s ad network, Midroll, gave shows in its network a timeline for moving over to a different hosting solution, as part of a gradual shift toward an impression-based system that would allow Midroll to sell advertising differently.\n\n\u201cThe rubber\u2019s hitting the road,\u201d Stitcher CEO Erik Diehn said. \u201cThere\u2019s so much inventory out there right now that\u2019s inefficiently transacted when you do it on an episode-by-episode basis.\u201d\n\nThat efficiency will allow more brand dollars to pool into the space. Brand advertising now constitutes 38% of podcast revenue, according to IAB figures; branded content accounts for another 10%. Those buyers are accustomed to simplicity and scale, two things that buyers say podcasting, to date, has struggled to deliver.\n\nOther players in the industry are acting accordingly. In August, Art19, the enterprise podcast hosting and monetization platform, announced it had launched an ad network, which would allow buyers to place ads on a listener-by-listener basis across 200 different shows.\n\nWhile individual publishers will never be able to deliver the scale that platforms offer, some hope to counter by rolling their podcasting into the multifaceted deals they are trying to construct for advertisers. Being able to construct an ad program that includes digital, print, audio and other formats could give publishers a head start in proving out how podcast ads fit into multi-touch attribution models, Soon said.\n\n\u201cWhat we\u2019re seeing is these platforms really following where the dollars are,\u201d said Zoe Soon, the IAB\u2019s vp of mobile. \u201cIt\u2019s on publishers to say, \u2018We have this audience; here are the ways we can reach them.\u2019\u201d\n\nOthers, such as Barstool Sports, are planting a flag. Late Tuesday, ahead of Barstool\u2019s first-ever upfront, CEO Erika Nardini uncorked a rant on Twitter about where podcast advertising was going, vowing that Barstool, which generates a third of its revenues from podcast ads, would never go full programmatic.\n\n\u201cWhen you make ads the skippable middle man, they will get skipped,\u201d Barstool Sports CEO Erika Nardini wrote on Twitter Tuesday.\u00a0 \u201cWhen you are a part of only one piece but not the entire conversation, you will get lost.\u201d\n\n\u201cThis is unsurprising and media gentrification at its finest,\u201d said Dan Granger, the CEO of Oxford Road. \u201cPodcast started as a free-for-all, and those of us who were early enough into the space all benefited greatly. But now they are going to start imposing new rules and processes that dilute the value of every impression beneath what it was before.\u201d\n____________________________________________________________________________\n\nMax Willens is a reporter at Digiday, where he covers platforms and publishing. Prior to arriving at Digiday, his work has appeared in WIRED, Ad Age, Newsweek and Crain\u2019s New York Business. Thank you Max for allowing us to reprint here.","landing_redirection":""},{"id":1655,"title":"LET ME GET WHAT I WANT \u2013 A CASE STUDY FOR BRAND ADVERTISING","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f9add11e-0ff6-4406-abaf-2d193391a9e7_photo-1475196045479-d7313ffcd5f1.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/let-me-get-what-i-want-a-case-study-for-brand-advertising\/","date":"October 16, 2019","description":"By: Giles Martin \n\nAt Oxford Road, we\u2019ve written extensively about\u00a0using Audiolytics\u2122\u00a0to develop creative assets for performance marketers. This week, we talk about branding. Our resident expert and EVP of Insights and Client Strategy, Giles Martin, shares what he considers to be one of the best brand campaigns of all time from his home across the pond. We dare you to not get \u201cthe feels.\u201d\nJohn Lewis is a 155-year-old British high-street department store. If you\u2019re not familiar with their commercial\u00a0The Long Wait,\u00a0we suggest you stop and click on the link before reading the rest of this article. Many American marketers may be unfamiliar with this campaign, but those with a more global outlook\u2014especially from the UK\u2014know it well. Why? It is one of the most successful commercials ever made.\u00a0\nThe John Lewis Christmas commercials, which have become national events, have generated hundreds of millions of pounds of incremental profit\u00a0for John Lewis and its employees (who are shareholders) and have become the global gold standard for story-driven branding and advertising. When CFOs & CEOs are doubtful of the power of effective advertising and brand building, ask them what else they have in their pipeline to drive a 37% increase in gross sales over four years. This campaign also grew Christmas sales every single year (between 4.8% to 13%). In a time where similar retailers had minimal or negative growth, or closed altogether, John Lewis\u2019 market share grew from 22.5% to nearly 30%.\nWhy is this commercial so successful? Let\u2019s dig in\u2026\nFirst, its appeal is close to\u00a0universal. The story of a child waiting anxiously for the big gifting day to arrive is the story of the vast majority of every adult (today\u2019s purchasers) in the UK. Thus, almost nobody is excluded. After all, though this advertisement is about Christmas, most cultures and religions have a day of anticipatory gift-giving. So, the addressable mental market (the potential for the campaign) is at an absolute maximum. Subconsciously, almost everyone identifies with the protagonist\u2014projecting themselves into the story\u2014thus making the ad instantly relatable by the masses.\nSecond, it tells a story.\u00a0Storytelling\u00a0is a primal, potent, and ubiquitous element in human culture and a part of our neurological and psychological hardware. This particular commercial is powerful because it uses one of the most fundamental mechanisms of story to maximum effect: it sets and builds expectations, and then hits the viewer with a surprise twist at the end. This drives the drama, creates the emotional highs and lows and maximizes interest.\nThird, the emotional component is key. The emotional factor is now being widely adopted by advertisers, who\u00a0finally\u00a0got their arms around the decades-long sales debate of \u2018rational vs emotional.\u2019 If you are looking to build a brand campaign and move people to action, triggering strong emotions in the receiver of your message is the most fundamental and effective way to do it. The word \u2018emotion\u2019 even has the word \u2018motion\u2019 in it. Capture the heart and the mind will follow. Without emotion, you won\u2019t get much of a response.\u00a0\nFourth, the music is enormously powerful and well-chosen. The song,\u00a0 \u201cPlease Please Please Let Me Get What I Want\u201d by iconic British band,\u00a0The Smiths, is intentionally NOT the original. It\u2019s a distinctly different cover version by a fairly obscure artist,\u00a0Slow Moving Millie. The genius of this choice is that it satiates both the brain\u2019s desire for\u00a0familiarity\u00a0and its desire for\u00a0something new\u00a0at the same time. The familiarity with the band, the song, and the wide appeal of a stripped-down piano version, support and buttress the previously mentioned universality. And of course, the lyrics and the song title play a key role in setting up expectations\u2014further intensifying the story and the underlying emotions.\nFifth, the ad doesn\u2019t use any words. This means it doesn\u2019t activate the rational centers of the brain. It doesn\u2019t draw people into the logical evaluation of the product or the brand. In fact, it allows the message of the advertiser to slip into the viewers\u2019 subconscious information processing systems far more effectively. This is very much in line with Robert Heath\u2019s impressive and plausible \u2018new\u2019\u00a0model\u00a0of how advertising is processed. He claims that ads which bypass cognitive processing have the potential to be much more effective, and can even be so without consumers paying explicit attention to it (so much for the attention economy).\nFinally, the branding is outstanding. For a marketer to get away without mentioning or showing their brand for 87 of 90 seconds takes nerves of steel. You need the confidence that your ad is going to draw people in and that they will pay attention. What they do so brilliantly here, which I first learned about from the exceptional\u00a0Chuck Young,\u00a0is wait for the absolute emotional high point of the creative and then stamp the brand on it at that point. Given the primacy of associations to\u00a0mind\u00a0function, the power of the brand association is then maximized and the memory encoding is the deepest.\u00a0\nNote, finally\u2014for all you hardcore performance marketers\u2014this particular edit is a :90. They cut a :60 and a :120 too. Put away all your childish models of \u201cTV optimization\u201d that will tell you that you get the best out of TV by running :15s at 3am on the American Heroes channel. You are missing the point of TV. With guts, know-how, and insight you can add a zero or two to your company\u2019s value with a good old fashioned :60 (or greater!) TV campaign.\nAre you a performance marketer ready to explore the world of brand? It\u2019s not for the faint-hearted and it will not come without a fair amount of challenges. But with the right partners, a carefully planned creative strategy, a rock-solid media plan and maybe a Morrissey song, you\u2019re a brand advertiser! If you would like to further the conversation on how a branding campaign would work for your business,\u00a0email us\u2014we\u2019d love to chat.","landing_redirection":""},{"id":1660,"title":"Rise Up","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ea0a6dd0-d758-4448-8f1d-27f683f3f02e_photo-1579869847557-1f67382cc158.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rise-up\/","date":"October 9, 2019","description":"By: Oxford Road and Robert Glazer \n\nCan we disagree with a person\u2019s ideas without passing judgement on the person?\u00a0 On the heels of our post last week about how challenging brands use moments of media controversy to leverage their influence and elevate the national discourse, we\u2019re providing a guest-post on the same topic by our friend Robert Glazer. In his most recent Friday Forward email, he also challenged readers to make a positive change in the world within their own sphere of influence. We hope you find it elevating in both your life and your business. Enjoy.\nI typically like to keep up with what is going on in the world, but lately I just can\u2019t handle watching or reading the news or any social media related to it.\nI get it, negatively sells. But the reality is that consuming this inordinate amount of negative news only serves to breed hate, fear and discontent. I believe it\u2019s a contributing factor to the record levels of anxiety and loneliness around the world. Our daily diet of negative input is an addiction that we can\u2019t seem to break.\nConnected to this is our declining communication with one another.\u00a0 We seem to have shifted from challenging and\u00a0respectfully disagreeing\u00a0with ideas to attacking the person stating them.\nNowhere is this more evident than on social media.\u00a0 People now seem to think it\u2019s perfectly normal and appropriate to chastise and belittle one another rather than\u00a0try to understand different perspectives","landing_redirection":""},{"id":1646,"title":"AUDIOLYTICS KEY COMPONENT #5 \u2013 SUBSTANTIATION","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/22dcb40f-62ad-400e-bf3c-ef19f25be22d_photo-1560169897-fc0cdbdfa4d5.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-5-substantiation\/","date":"September 25, 2019","description":"By: Stew Redwine \n\nThe Audiolytics\u2122 Master Class continues. Here\u2019s where we\u2019ve been so far:\n\nAudiolytics\u2122 Master Class Overview & Introduction\nAudiolytics\u2122 Key Component #1 \u2013\u00a0Setup\nAudiolytics\u2122 Key Component #2 \u2013\u00a0Value Prop\nAudiolytics\u2122 Key Component #3 \u2013\u00a0Positioning\nAudiolytics\u2122 Key Component #4 \u2013\u00a0Demonstration\n\nNow, for Audiolytics\u2122 Key Component #5 \u2013 Substantiation\n\nWhy should anyone believe your ad?\n\nCialdini\u00a0says it\u2019s the use of Social Proof and Authority.\u00a0Aristotle\u00a0posits that one must use Logos (reason) and Ethos (the credibility of the speaker). Jason Harris, author of\u00a0The Soulful Art of Persuasion, says great advertising is emotional, not rational.\n\nRegardless of the argument, this problem isn\u2019t new. In his 1944 tome on advertising,\u00a0Diary of an Ad Man, James W. Young mentions the centrality of this issue to advertising and offers a solution:\n\n\n\u201cEvery type of advertiser has the same problem; namely, to be believed. The mail-order man knows nothing so potent for this purpose as testimonial, yet the general advertiser seldom uses it.\u201d\n\n\nIf someone close to you were to go on and on about how great a product or service was, wouldn\u2019t you be inclined to take note? Have you ever asked friends, family and associates if they\u2019ve used a product or service themselves? The same sort of credence we give to those close to us is what we lend to celebrities, the hosts of shows we know and trust, and even respected professionals or experts. The \u201cDoctor\u201d endorsement may not be as trusted as it used to be, but even the word\u00a0 \u201cScientist\u201d is enough to gain most people\u2019s confidence.\n\nWhether it is a testimony from someone you know personally or not, as long as you\u00a0trust\u00a0them you are much more likely to be persuaded. Testimonials are only one of several \u201cprove it\u201d facts, as outlined by Victor O. Schawb in\u00a0How to Write a Good Advertisement,\u00a0that can be used to substantiate the claims in an advertisement.\n\nVictor O. Schwab\u2019s List of Prove It Facts*\n(an amplified version of the list first compiled by G.B. Hotchkiss\u2026we\u2019re all standing on the shoulders of giants, aren\u2019t we?)\n\n\nConstruction Evidence\u00a0includes facts about materials and manufacture of the product.\nPerformance Evidence\u00a0includes the achievements of the product\u00a0in actual use.\nTestimony of Others\u00a0includes Customers, Experts, Awards Won, and Sales Records.\n\n*Schwab includes one other item in this list: Test Evidence, which includes Guarantees and Free Samples. This is located in Audiolytics\u2122 Key Component \u201cOffer,\u201d which is to be covered in the next installment in this series.\n\nWhether it is mentioning the number of customers, media mentions, or other meaningful evidence, like Ogilvy\u2019s\u00a0famous ad\u00a0for the luxury car brand, \u201cAt 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock,\u201d the function of all of these elements is to give the audience confidence in your claims. The more specific the better. How many of these burgers have you sold? Over 1 Billion. So, how big is your network? It\u2019s America\u2019s Largest 4G LET Network. How many Presidents love your sheets again? Three.\n\nThough there may be a certain cynicism amongst advertising professionals about the use of facts and figures in an advertisement, without them how can anyone make a truly informed decision? If we utilize emotions ONLY, how are we advertisers any better than the Snake Oil Salesmen of old? Who, when their \u201csnake oil\u201d was examined, after selling quite successfully at the Chicago\u2019s World\u2019s Fair, (where they even killed snakes in front of the audience) was found to have ZERO snake oil in it1!\u00a0\n\nThat doesn\u2019t mean there is no place for spectacle when it comes to Substantiating your claims. Take\u00a0Krazy Glue\u2019s TV Commercials,\u00a0showcasing to the world the strength of their glue. There are plenty of ways to talk about and show why your product or service can do what you say it can do, and how it has done it for thousands, hundreds of thousands, or even millions of people. And it doesn\u2019t hurt if some of those millions are a podcast host the audience trusts or someone else they trust as an authority. One of the greatest promoters of all time understood this and used it to great effect when selling his patent medicines:\n\n\u201cBarnum started out as a patent medicine salesman, shouting the benefits of his concoctions by the use of wild, typographic displays to attract attention. He filled these ads with agonizing testimonials describing the painful symptoms his medicines would cure, and followed all of the above with dignified endorsements from crowned heads and members of the U.S. Senate attesting to the effectiveness of his cures.\u201d\n\n\nOne final thought on Substantiation as it relates to Marshall McLuhan\u2019s practically sacrosanct phrase, \u201cThe medium is the message.\u201d The level of \u201cpolish\u201d of your ad matters. It may not matter as much as some may want, especially those peddling big production budgets. But the very quality of your ad can substantiate, in the audience\u2019s mind, the quality of your good or service. If you see a sponsor all over a nationally televised major league sporting event, you\u2019re going to assume, even if subconsciously, things about that advertiser.\n\nAll too frequently, advertisers use superlatives all day long. But they don\u2019t use meaningful facts, figures, or even testimonials to assure their prospects that they can actually keep the promise they\u2019re making in their advertisement. So, let me leave you with a couple questions\u2026\n\nDid you buy your last cellphone based on the facts about the performance of their network?\n\nOr\n\nBased on how their ads made you feel?\n\n1Advertising in America, The First 200 Years by Charles Goodrum & Helen Dalyrymple","landing_redirection":""},{"id":1679,"title":"Howard Stern is Getting Ripped Off","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2019\/09\/ScreenShot2021-02-06at8.15.09.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/howard-stern-is-getting-ripped-off\/","date":"September 18, 2019","description":"By: Andrew W. \n\nIn 2005, Howard Stern shocked the world by leaving terrestrial radio and accepting a $500 million dollar deal to move his show to Sirius satellite radio. In 2015, he renewed with a 5-year deal for $90 million per year.\nPeople were blown away by the numbers. He was making out like a bandit! Had he been a CEO receiving the same pay, he would have qualified as the third highest paid CEO in America in 2014.\nAs of today, Howard is getting seriously ripped off.\nHere\u2019s why\u2026\nLast year I helped a few friends grow their podcasts. They had decided to forgo advertising and instead fund their shows using a membership model. Basically: a small percent of their audience would pay around $5-$10 a month to receive extra content like extended and Ask Me Anything episodes.\nAs I dug into their listener, download, and revenue numbers, my eyes started to bulge out of my head. They were sitting on one of the best business models I\u2019d ever seen. What had started as a way to avoid reading soul sucking underwear ads had inadvertently created an amazing recurring revenue machine.\nWhile their revenues were still small, it didn\u2019t take me long to realize that subscription podcasting has many of the same characteristics of a SaaS software business (recurring revenue, predictable growth rate, predictable customer lifetime value, predictable churn) with none of the downsides (expensive R&D, expensive marketing, ruthless competition).\nEvery tech blog gushes about the podcasting industry because of big acquisitions by Spotify and Luminary, but nobody is talking about what seems obvious to me:\nThe transition from advertising to a subscription model is going to make podcasters billions of dollars and mint a ton of millionaires. Maybe even billionaires.\nIn fact, it may have already minted a billionaire, but more on that later\u2026\nThe $228-million-dollar man\nHistorically, while big radio and TV personalities get paid very well, the lion\u2019s share of the profits go the broadcaster (CNN, ABC, iHeartRadio, Virgin, Sirius, etc). For example, while Anderson Cooper gets paid around $11 million per year, CNN makes significantly more than that from his show.\nAs they should. CNN does most of the work and takes on all of the risk. They sell the ads, provide an expensive studio and a team to run it, promote the show, provide global distribution (satellites, antennas, and cable networks), plus a laundry list of other expensive and difficult stuff. These requirements are complex and not easily met without a ton of money and a huge team.\nSo, Anderson Cooper can\u2019t easily go independent and cut out the middleman in cable news (quite yet). He would need tens of millions of dollars worth of equipment, a huge team of people, a studio, ad sales people, and distribution. He\u2019d either need a deep pocketed company like Amazon or Netflix to back him, or to go out and raise a ton of money, which would be risky. It\u2019s still extremely complex and expensive to produce high end video.\nBut what blows my mind is that someone like Howard Stern can reproduce his show as a paid subscription podcast anytime at almost zero cost, cutting out the middleman (SiriusXM) and reaping all of the profits himself.\nLike newspapers, the cost of podcast audio production \u2014 especially talk formats \u2014 has been reduced to near zero. Antennas, cable networks, and satellites are now obsolete. His only cost as it scales from one to one million listeners? Hosting.\nHere\u2019s a made up but probably directionally accurate breakdown of costs in two scenarios:\nSiriusXM\u2019s 2018 subscription revenue was $4.6 billion. Let\u2019s assume \u2014 and I think this is conservative \u2014 that just 5% of those subscribers come for Howard.\n\n*Rough numbers based on expense percentages listed in Sirius\u2019 financial statements. This is a best guess.\nHoward\u2019s contract expires in December 2020. He\u2019d have to be insane to renew it.\nWith a small amount of upfront cost and some insanely simple tech (more on that later), he could be making an extra $138 million a year and have complete control over his content, business, and creative output.\nPodcasting\u2019s first billionaire?\nTake a look at Joe Rogan, who currently has the most popular talk show podcast with over 200 million downloads per month. This number comes from Joe himself\u00b9, but let\u2019s assume he was exaggerating and it\u2019s only 100 million downloads per month.\nAssuming he sells ads at a low $18 CPM (cost per thousand listeners) and sells out his ad spots, he\u2019s making approximately $64mm in annual revenue. If he\u2019s on the higher end, at $50 CPM, he could be making as much as $240mm per year\u00b2. The only factor that would change this is how many free ads Joe gives to companies that he has a personal equity stake in (like Onnit, the supplement brand he co-owns).\nThat means that Joe makes somewhere between $64-$240 million per year in revenue from his podcast advertising alone\u2014and that\u2019s handicapping his audience by half what he claims to have. That number also doesn\u2019t include any additional revenue generated from his wildly popular YouTube channel, which has over 6 million subscribers.\n\nEstimated per episode listener numbers for Joe Rogan vs. Howard Stern\nNow imagine how insane those numbers could get if he converted to a premium subscription model like Howard Stern. Even if he kept the show free and offered ad-free streams, or an extra episode per week for $5-$10\/mo, the numbers would boggle the mind.\nBased on existing advertising revenues alone, Joe Rogan could easily be worth over a billion dollars, even if he doesn\u2019t realize it. If estimates are correct, he owns a business that produces somewhere in the neighborhood of $60-$235 million\/year in profit and is likely growing at 30\u201350% annually (assuming his audience is growing alongside the podcast ecosystem)\u00b3. If it were publicly traded, his podcasting business could easily fetch a valuation in the billions.\nThis comes as no surprise to the Chinese\nChina has pulled ahead of us in podcasting. Where the North American podcast industry was a measly $479 million in 2018, China\u2019s clocked in at over $7 billion (23x!).\nWhat accounts for the huge difference? Chinese podcasters have moved to the subscription model. They get their most loyal listeners to pay for member-only content instead of monetizing using ads.\nPodcasters in China can make over $8m a year with just 250 thousand listeners. In contrast, Serial, America\u2019s most popular podcast ever, made about $500k in ad revenue in its first year.\nThat\u2019s after 250 million downloads per episode!\nThe world\u2019s greatest business model\n\u201cA good business is like a strong castle with a deep moat around it. I want sharks in the moat. I want it untouchable\u201d\u00a0 \u2013Warren Buffett\nWarren Buffett talks about how competitive moats and pricing power are the keys to a great business.\nBy moat, he means that the business has something that protects it from competitors. Competitive moats can come in many shapes and sizes, but one of the most powerful moats is a strong brand. There\u2019s a reason why you buy Coke and not RC Cola, despite the fact that it\u2019s roughly similar and a quarter of the price. People have a deep connection to the Coke brand and they are willing to pay a premium to get it.\nIn podcasting, the host is the brand. If you love Howard Stern, you can\u2019t replace him with a cheaper alternative. This is why Sirius pays him so much: people are committed to listening to Howard Stern, and they can\u2019t listen to him anywhere else, so listeners are willing to pay for an expensive monthly subscription. What\u2019s more, they can charge a high price and continue to raise prices every year. This is what\u2019s called pricing power.\nJoe Rogan and Howard Stern are like Coke, except with even higher profit margins. There\u2019s literally no substitute for them. The only risk to the \u201cmoat\u201d is them getting hit by a bus. As long as that doesn\u2019t happen, they have one of the world\u2019s greatest businesses, practically immune to disruption.\nBut what about Luminary and Spotify?\nLet\u2019s talk about the elephants in the room: Luminary and Spotify.\nWon\u2019t paid podcasting just go the way of Netflix, where someone like Luminary just pays podcasters huge Sirius-esque deals to be on their platform?\nI don\u2019t think so. Here\u2019s the #1 place where podcasting differs from film and TV: cost of production and distribution.\nHere\u2019s the pitch Netflix gives to top TV and film producers:\n\u201cCome to Netflix. We\u2019ll give you the tens of millions of dollars that you absolutely need to make your show. Unlike the big studios, we won\u2019t make you go through a frustrating approval process, and we\u2019ll mostly leave you alone to make it how you see fit. Oh, and by the way, your potential audience will be larger than traditional network television.\u201d\nIt\u2019s a pretty good pitch, right?\nYou need somebody to put up the cash and distribution to make your movie no matter what, and your only alternative (dealing with studios) is a bureaucratic nightmare. Netflix makes it easier, providing the cash (or maybe even more cash) to make your show upfront, and leaves you alone to get it done. Plus, you have a larger audience and make similar or slightly more money.\nNo brainer. Now onto Luminary\u2026\nHere\u2019s the pitch Luminary gives to podcasters:\n\u201cHey I\u2019ll give you\u2026distribution? No wait you already have that for free via iTunes. I\u2019ll give you\u2026the money you need to produce your show? No wait you can do that with $2,000 worth of equipment. I\u2019ll give you\u2026.some money upfront? Yeah. That sounds good. Not as much as you\u2019d earn if you just monetized it yourself though. Oh, and by the way, your audience will be 1000x smaller than if you listed your podcast on iTunes and your audience will hate you for forcing them to subscribe to a service they\u2019ve never heard of.\u201d\nA lot less attractive.\nSpotify, on the other hand, could potentially do some Howard Stern\/Sirius-esque deals. It at least has a significant audience of existing subscribers and ways to drive even more revenue per customer outside of podcasting (music).\nThat said, for an already at scale podcaster like Joe Rogan it\u2019s far less attractive\u2026\nHere\u2019s the pitch Spotify would make to Joe Rogan:\n\u201cHey Joe, I know you\u2019re already making more money than you know what to do with, but how about we give you an extra $75 million upfront in order for an exclusive on your show. It won\u2019t be available anywhere except to paid Spotify subscribers, so that cuts out most of your fans, and they will be pissed off because they have to subscribe to Spotify, but you will make more money. Oh yeah, and by the way, your audience will probably be at least 10x smaller, in the short-term.\u201d\nNot super attractive for somebody like Joe Rogan with an existing audience and the ability to monetize it themselves. I can see Spotify being successful with podcasters who haven\u2019t gotten to scale or haven\u2019t monetized well, but it\u2019s a no brainer for most to stay independent if they know what they are doing.\nIn summary, I think Luminary is in a tough spot, Spotify will certainly be able to sign some exclusives if they want them (with small and up-and-coming podcasters), but that the big personalities who monetize correctly can stay independent and make an absolute killing on their own.\nAn accidental business for accidental businesses people\nBack to the friends I was helping\u2026\nAs I dug into my podcaster friends\u2019 tech setups, it was a mess. They had set up their membership systems strewn together using a ramshackle bunch of software. WordPress hacked together with plug-ins funneling into a PayPal account, with some MailChimp sprinkled in for good measure. Nothing worked together, and they were leaving a ton of money on the table.\nPayments would bounce and nothing would happen. The software wouldn\u2019t retry the card or send them an email. Listeners would share out their subscriber RSS feed and thousands of people would pirate it, racking up massive hosting bills. There was no way to track how many subscribers were sticking around, or even figure out what a subscriber was worth so we could advertise.\nBut the most important thing was that it was a huge pain to configure and took months of manual developer work to set up. As we worked with more and more podcasters, we realized that there had to be a better way.\nSo we fixed it.\nIn trying to solve this problem for our podcaster friends with their accidental amazing businesses, we built an accidental amazing business of our own.\nWe\u2019re excited to finally share it with you. It\u2019s called Supercast, and it makes it easy for any podcaster to switch to a subscription model.\nIn a nutshell, it\u2019s everything a podcaster needs to go from having to read deodorant ads to sweet, sweet recurring revenue and true independence. Podcasters can use it to fully move to a subscriber supported model, or just offer an ad-free stream or extended episodes as a special benefit for listeners who want to pay for it.\nIn fact, its already being used by top podcasters like Peter Attia, who liked it so much he became our first investor (alongside fellow podcasters Shane Parrish and Rhonda Patrick).\nA few of the coolest features:\n\nYour listeners don\u2019t need to install a special app or anything. They just click a link in your show notes, pay in 10 seconds with Apple\/Google Pay, then subscribe to their new subscriber feed with one click.\nSupercast gives you in-depth analytics that show your monthly recurring revenue, average revenue per listener, listener lifetime value, and more valuable stats. These terms might sound nerdy, but they will let you accurately predict your growth and even buy ads to help you grow faster.\nIt also automatically busts feed fraud. If someone shares out their subscriber feed, Supercast warns you, and sends them an email telling them to knock it off (instead of racking up a $10,000 hosting bill).\n\nI won\u2019t bore you with all the other features, but if you think I\u2019m onto something with this subscription podcast stuff, you can check it out here.\nNow go use it to become the next secret billionaire podcaster \ud83d\ude09\n-Andrew (@awilkinson)\nYou should follow him on Twitter \n\u00b9 On a recent interview with Jordan Peterson, Joe said that he gets over 200 million podcast downloads per month.\n\u00b2 With 18 episodes per month, that means each episode gets approximately 11mm downloads per episode. Midroll estimates that podcast ad CPM (cost per thousand listens) rates range from $18-$50. On average, Joe Rogan reads 3 to 4 ads per episode.\n\u00b3Podcast listenership grew 51% in 2019, and has averaged 37% annual growth since 2013. Numbers from Andreesen Horowitz.","landing_redirection":""},{"id":1619,"title":"How We Decide to Purchase","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/3e3e4c05-8126-43ae-a528-c8aea5229de5_ScreenShot2021-02-06at8.23.25PM.png","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-we-decide-to-purchase\/","date":"September 11, 2019","description":"By: Roy H. Williams \nAmateur 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.\nProfessional ad writers frame their messages to speak to the felt needs of a specific consumer.\nPeople are multi-dimensional. We make decisions to purchase based on a variety of criteria, but two of the big ones are Time and Money.\n\u201cTime and Money are interchangeable.\nYou can always save one by spending more of the other.\u201d\n\u2013 Pennie Williams\n\nA person who feels they have no money and no time is buried in financial and relational obligations.\nA person who believes they have more time than money is a bargain hunter.\nA person who has more money than time is overworked and highly paid.\nA person with lots of money and time is looking for something to do.\n\nConsciously or unconsciously, every ad is framed to speak to one of those four perspectives.\nIt isn\u2019t really about whether we can afford to spend the money. It\u2019s 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.\nWe evaluate messages \u2013 news, information, and advertising \u2013 based on Relevance and Credibility:\n\nRelevance: \u201cDoes it matter to me? Do I care about this?\u201d\nCredibility: \u201cDo I believe it?\u201d\n\nA message high in relevance but low in credibility is hype.\n\u201cI would be interested if I believed you.\u201d\nA message low in relevance but high in credibility is a tedious waste of time.\n\u201cI believe you, I\u2019m just not interested.\u201d\nAre you speaking to the felt needs of your customer, or are you speaking only to yourself?\nAre the things you\u2019re saying believable, or do they sound like unsubstantiated hype?\nIdentity Reinforcement and Self-Expression:\nWe buy much of what we buy to remind ourselves \u2013 and tell the world around us \u2013 who we are. A surprisingly high percentage of purchases are about self-expression.\nWe 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.\nWin the heart and the mind will follow. The mind will always create logic to justify what the heart has already decided.\nRoy H. Williams\n\u2013 \u2013 \u2013\nHERE is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking HERE.\nRoy 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.\u00a0 The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1684,"title":"The Internet of Voice 5","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b24124f7-d0da-4f6a-b10e-bda8a94058c4_photo-1453738773917-9c3eff1db985.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-internet-of-voice-5\/","date":"September 4, 2019","description":"By: Dan Granger \n\nMake Way for The Internet of Voice\nPart 1, Duck Pizza! An Idea Before Its Time\nPart 2, Smart Speakers; The Trojan Horse of Audio\nPart 3, Smart Speakers In Your Delorean & What Happens Next\n\nFor 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.\u00a0\n\nLast week, we looked at the backstory behind The Internet of Voice. In this second installment of our 4-part series, Oxford Road Founder and CEO Dan Granger breaks down how smart speakers are setting the stage for a full-on revolution in audio. If you thought the meteoric rise of Podcast was exciting, get ready for what smart speakers are about to do.\u00a0\n\nIf you missed part one of this article, click HERE.\u00a0\n\nFor 1:1 consulting to ensure your brand is prepared for the Internet of Voice, please contact voice@oxfordroad.com.\u00a0\n\nFire 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\u2019s possible as smart speakers transform the world as we know it. Next week we\u2019ll return to Hill Valley to take a look at practical applications for marketers. For now, buckle up as we accelerate to 88MPH.\u00a0\n\nIf you missed the two previous parts of this article, click HERE for part 1 and HERE for part 2.\n\nFor 1:1 consulting to ensure your brand is prepared for the Internet of Voice, please contact voice@oxfordroad.com.\u00a0\n\n____________________________________________________________________________\n\nThe 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 \u201cThe Voice Internet.\u201d This overwhelmingly ambitious tech company had spent ten years in stealth mode before claiming to be a tech company or \u201cin stealth\u201d 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.\u00a0\n\n\u201cDuck Pizza!\u201d This he would shout into his cell phone as a demonstration of the platform\u2019s 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\u2019s 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.\u00a0\n\nIn a tragic coincidence, The Voice Internet\u2019s 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.\u00a0\n\nIn 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\u2014from the known past as well as our imagination.\n\nFor 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\u2019ve already seen. For the first time, we are legitimately unsure of our future value or ability to compete with the forthcoming capabilities of machines.\u00a0\n\n—————————————————— PART 2 ———————————————————\n\nIf there were a prom for the telecommunications industry in 2019, Podcast would be the belle of the ball. Podcast has become the most adored, talked about, and self-congratulated medium in the last 50 years. As a commercial industry, however, it still hasn\u2019t cleared the $500 Million mark. Podcast is not even 4% of the terrestrial radio business, or 10% of the Satellite radio business, or one-third of Pandora. This isn\u2019t even Roku money\u2014though rampant enthusiasts are quick to point out that meaningful capital is beginning to flood the space. The prestige has undoubtedly risen with the entrance of Blue Chip Advertisers, seven-figure-per-season production budgets, and nine-figure publisher valuations and purchase prices. One-third of Americans allegedly listen monthly, although a cohesive measurement approach remains a leading challenge. Indeed, we are a few short years from being considered a Billion Dollar Industry, which means it will finally get close to the value of the free advertising received from fawning trade publications which talk of little else. But then what? It will still be less than 1% of digital revenue.\u00a0\n\nDeservedly, Podcast has been a rising star for the past five years, much-pronounced since the launch of the pervasively popular Serial. So much so, that your dedicated author was able to build a leading advertising agency for direct to consumer brands with podcast placement at the center. But what has podcast achieved technologically? It\u2019s offered portability and has made a treasure trove of pirate radio stars\u2014over 700,000 of them\u2014more accessible. But ultimately, it\u2019s just a better version of the walkman. Because of the depth of access to content that was easy to create, Podcast scratched an itch that mainstream media could not and has afforded us a renaissance in programming quality not seen since the advent of radio itself. Podcast is not going anywhere soon, but it is better thought of as an on-demand version of radio, or \u201cstreaming audio\u201d if you prefer. In light of the changes occurring beneath the crust of the telecommunications industry, Podcast is more like a Red Dwarf. A tour de force, definitely, but a first act to the oncoming fundamental disestablishment of everything we\u2019ve understood about the transmission of audio and how it impacts our lives. Make no mistake, it is the coming capabilities exploding from our smart speakers that best deserve our focus.\n\nDo you hear what I hear? In less than five years, Amazon, Google, and Apple (Market Cap north of $2.5 Trillion at time of writing) have put smart speakers into the hands and homes of more than 50 million Americans\u2014with half of those owning two or more. The smart speaker, virtual assistant, or home automation device (as it is sometimes called) is \u201can Internet-enabled speaker that is controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices.\u201d\u00a0\n\nThough championed by titans and heading toward inevitable ubiquity, the current capabilities of the smart speaker are almost laughable. Modern usage is not much further advanced or reliable than a clock radio with a thermometer, mixed with audio\u2019s version of AskJeeves. In theory, it is a personal shopper if you\u2019ve ordered the product before or Amazon wants you to buy it. It\u2019s a whole-house remote control for your mouth if all your smart devices have developed seamless integration. An audiobook library as well as a researcher. It\u2019s your secretary. It\u2019s a food delivery service. It\u2019s a game. It\u2019s someone to keep you company. Many worry it\u2019s a spy. It\u2019s Google. But not really. Not yet.\n\n\u201cAlexa, tell me when you\u2019ve worked out the kinks\u201d may be well and good for consumers who have not yet seen the capabilities and convenience prove more valuable than the intrusiveness, limitations, and loss of privacy. Working professionals and industry cannot afford to take this approach. By looking at the history of telecommunications, we get a glimpse of what lies ahead.\n\nConsider the telegraph. These text messages of yesteryear hit their stride in 1837. But the telephone and phonograph lagged until the 1870s, while the radio was nothing until the turn of the century. Audio technology may advance slower than visual communications, but when it catches up everything changes.\u00a0\u00a0\n\nTo use a more recent metaphor, smart speaker technology today is more like the days of dial-up internet access. When broadband stepped onto the scene around 2003, things got interesting. Entertainment, commerce, information storage and mobility were all radically transformed in the decade that followed. Google, Apple, or Amazon, your smart speaker may be acting like America Online at this moment. However, 5G is going to help it catch up in short order. In simple terms, that means digital information is about to be processed between 10-100 times faster than it is today and should be available from coast to coast in the next 12-24 months. Now consider that, in 2019, smart speakers are expected to grow faster than any other IoT device category.\u00a0\n\nIt is said we are entering the post-smartphone era. We will not use this venue to explore the privacy implications or Muskian concerns of cyborg wars nor robot dictators. These topics have their place, but our immediate aim is to side-step them. Our chief goal, dear reader, is to help you stay employed and thriving as these technological advancements march forward, with the wind at your back rather than blowing against you.\n\n—————————————————— PART 3 ———————————————————\n\nSo what comes next? With this new speed of information processing, you will suddenly find your smart speaker smarter\u2014and 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.\u00a0\n\nImagine calling a customer service line where extroverts would rather deal with the machine than a live agent. Soon, it\u2019s 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\u2019s 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\u2014not just traffic\u2014and infinitely more adaptable. It can play nanny to your child while you\u2019re cooking or help with homework. Alexa is your therapist.\n\u00a0\nRemember social media? How would you like to be transported into conversations with someone whom you\u2019ve 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\u2019t 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.\u00a0\n\nAs 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\u2019t have to think of what you want for dinner. Approve Alexa\u2019s suggestion, and a drone will deliver the perfect meal to your door in minutes.\n\nAre you lonely, but don\u2019t 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\u2014with 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\u2019ve met them or not. Adjust the settings if you would rather that they hold their complaints.\n\nIt can raise the dead.\u00a0\u00a0\n\nWhat 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?\u00a0\u00a0\n\nHow 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.\u00a0\n\u00a0\nHow, then, shall we live? One stage at a time. When we bought our first iPod, we didn\u2019t 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.\n\n—————————————————— PART 4 ———————————————————\n\nTBD: The CALL TO ARMS\n\nThink back a quarter of a century. If you knew then what you know now, what would you do differently? How would you direct your energy to be ready for a world of web pages and search engines? Let\u2019s start here. Pay less attention to every shooting star lest your back be turned at your only chance to catch Hailey\u2019s Comet. The Internet of Voice has finally arrived. The next ten years will be unlike any time in human history. Now, what are you going to do about it?","landing_redirection":""},{"id":1664,"title":"MARKETERS: YOU\u2019VE BEEN WARNED","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1323ef6b-0e03-4a1d-82be-53b567a505b5_photo-1557838923-2985c318be48.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/marketers-youve-been-warned\/","date":"August 28, 2019","description":"By: Dan Granger \n\nIn four short months, we\u2019ll come roaring into the new \u201920s. No one denies that technology is rewriting the rules for nearly every industry, but what it looks like at the next plateau leaves much room for debate. Today we move toward the conclusion of our series built upon the premise that\u00a0connected voice means revolution.\u00a0The mass-market penetration of smart speakers with voice apps will lead the next wave of IoT advancement. It will also tear down and rebuild the world of audio as we know it. There is only one question: What are we supposed to do about it?\n\nIf you\u2019re a marketer, you are being put on notice.\u00a0\n\nIt isn\u2019t all that fair, really, because the fundamental rules are changing so frequently\u2014pricing & algorithm changes on major platforms, increasing privacy concerns slowing your ability to target customers, new definitions of\u00a0corporate responsibility\u00a0and\u00a0hopscotching around controversy\u00a0in pursuit of an increasingly polarized populace. It\u2019s a lot to keep up with and you only have so many hours in a day.\n\nStill, your choice is clear. Either embrace the coming changes in voice or be eaten by them.\n\nConsider this\u2014what we knew of as radio is being systematically uprooted and\u00a0replaced by smart speakers. This new technology that is invading our homes, cars, and smartphones will usher in immediate opportunities for marketers to evolve the industry in ways unseen in our present age. Here are a few predictions as to what marketing capabilities are around the corner before we get into immediately practical applications for brands.\n\n\n1. Navigability\n\n\nWell beyond the presets in your dashboard or the dial on your clock radio, smart speakers will allow long chunks of content to be broken up and navigated with voice commands\u2014far beyond what podcast or streaming have allowed so far. For example, imagine a three-hour radio show covering 20 different topics now sliced up and available for you to navigate based on your interest. Speed up or slow down. Skip to the next topic. Seamless navigation and customization of content through audio will reach levels that we are accustomed to experiencing visually online today.\n\n\n2. Interactivity:\u00a0\n\n\nBeyond customized versions of the content you are consuming, connected voice will allow you to go deeper into any content by responding to what you hear. Perhaps you\u2019re listening to your NPR Flash Briefing and want to understand the history of trade relations with China. Your smart speaker will enable you to learn more \u201clike content\u201d from the program provider you are currently listening to or that of others. Consider the implications for marketers. You can now port someone from an advertising message to a full sonic immersion into the brand. Or in the case of devices that\u00a0include screens, you will be able to explore and navigate visually as well.\u00a0\n\nIncluded will be the ability to respond to ads in real-time and engage at a level which marketers have only dreamed.. Tired of promo codes and vanity URLs? How about getting connected to a live agent, or offering the ability to\u00a0 connect with a branded Skill or voice app?\n\n\n3. Commerce!\n\n\nWhile difficult at this present stage, voice commerce is already possible\u2014as\u00a0exhibited by 1-800-FLOWERS.com. Purchase products or capture coupons via real-time response. No doubt this functionality will favor products available on Amazon Prime for Alexa users, but the opportunity has nowhere to go but up. Such efforts are an ambitious undertaking but worth considering for e-commerce brands that have already entered the channel. The key here is to remember that if you build it, they may not come. Therefore, an intelligent promotional strategy is required to turn your voice app into a meaningful sound shopping experience. This is so large an issue, it deserves a series of its own. For now, just remember that the work doesn\u2019t stop after building a presence. You MUST promote.\n\n\n4. Targetability\n\n\nMore than ever, marketers will use audio to target audiences based on scale, including targeting and re-targeting customers online using first or third-party data derived from voice apps themselves. We are still a ways away from this being useful or having large enough pools of impressions to warrant slicing into targets and still achieve any meaningful scale. However, this is one to watch closely and strike upon as soon as the time is right. This alone is a revolutionary and huge marketing opportunity.\n\n\n5. Attribution\n\n\nResponses will soon be tracked in real-time because they can now happen immediately, as user data is captured when listeners respond to the ad\u2014no more need to remember promo codes and vanity URLs. Voice commands will make sure the information needed to secure a special offer can get to you through one of several vehicles, including email, text, or in-app experiences. This will likely take a few years to become standard practice as platform policies continue to evolve. Yet when it comes, it will be worth the wait.\n\n\n6. Funnel Faster\n\n\nIt\u2019s not just about listener response in real-time. It\u2019s also about the fact that what we now think about as landing pages will be more like a sales consultant that is riding shotgun in your car, at your desk or at home, and can help answer any questions and navigate any concerns that are required for you to purchase most items. More to come on this topic.\n\n7. Customization\n\nWe all know that personalization is the future. Soon we will be able to create multiple messages for A\/B testing, segmenting by customer profile, and evolving as they hear your ad messages at increasing levels of frequency so that the third ad you hear can be different from the first. Some\u00a0companies\u00a0already offer this type of tech on other platforms, but audio is generally a lagard. Imagine a day when this approach to creative development and trafficking becomes the rule rather than the exception.\u00a0Audiolytics\u2122\u00a0got a brand new bag.\n\nAll told, the Voice Internet will redefine and reimagine the way that marketers approach the planning of media, the mechanisms by which we attribute response, and the way we develop, optimize, and distribute creative\u2014perhaps even more than the original internet revolution.\n\n1 THOUGHT ON \u201cMARKETERS: YOU\u2019VE BEEN WARNED\u201d\n\nTim Sweeney\u00a0says:\nSeptember 4, 2019 at 8:42 am\nHi Dan,\nAnother enjoyable thought-provoking read Nostradamus would be jealous.\nFound the \u201cFunnel Faster\u201d point very interesting never even crossed my mind how amazing that can be. Also with \u201cCustomization\u201d forget about just better A\/B testing with your vision we\u2019re talking A\/B\/C\/D testing with accurate, definitive results to measure. Imagine the boost in business being able to get through the testing process four times faster to start placing roll-out budgets, WOW!\nAs an interim measure before the tech catches up to the application ideas is the Stiki Text response platform I\u2019ve been working with for the last three years is an excellent stopgap for a combination of your \u201cAttribution\u201d and \u201cFunnel Faster\u201d forecasts.\nI look forward to the next submission.","landing_redirection":""},{"id":1654,"title":"AUDIOLYTICS KEY COMPONENT #4: DEMONSTRATION","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5b5da019-8a1a-424c-805e-54032e9c1804_photo-1504270997636-07ddfbd48945.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-4-demonstration\/","date":"August 21, 2019","description":"By: Stew Redwine \n\nWe\u2019re almost halfway through our Audiolytics\u2122 Masterclass. From the Setup\u00a0Audiolytics\u2122 Key Component #1, to the Value Prop\u00a0Audiolytics\u2122 Key Component #2, to Positioning\u00a0Audiolytics\u2122 Key Component #3, we\u2019re now onto Audiolytics\u2122 Key Component #4: Demonstration.\n\nAre you watching closely? You better be, because no matter how well you accomplish the first three Key Components, you\u2019ve wasted all of it if the audience can\u2019t picture themselves using the thing. Yes, demonstration is that integral to your service or product\u2019s success. The good news is that humans are built to watch closely, especially if they\u2019re watching another human. Back in the 90s, a team of Italian neuroscientists made a groundbreaking discovery in the brains of Macaque monkeys. Motor cells inside their brains fired,\u00a0the exact same way\u00a0when one monkey conducted a behavior as when it watched another monkey do the same thing.\u00a0Watching created the sensation of doing.\nThese cells, called \u201cMirror Neurons,\u201d have unlocked major advancements in the study of how people relate to each other. They\u2019ve helped clarify what exactly is happening in our brains when we experience media and imagery. Mirror neurons help explain the voyeuristic impulses that command the audience\u2019s attention. When we watch another person experience something, our imaginations automatically simulate that experience for ourselves and we feel a miniature version of it.\nSeeing isn\u2019t just believing. Seeing is DOING.\n\n\nPictures of the product.\nPictures of the product in use.\nPictures of people who use the product.\nPictures showing the reward of using the product.\n\nTo demonstrate your product or service you simply need to show the audience\u00a0how it works. This can be as simple as showing a picture of a well known type of product. You\u2019re showing them what yours looks like, how many there are, or how it looks different than other similar products. Almost 20 years ago, an old school marketing guru was sharing with me how to sell a DVD collection on TV. He told me to fan out the DVDs, showing the audience, i.e. demonstrating what they were getting. Movie trailers accomplish all of this at once\u2014they are pure demonstration with the added benefit of showing you the product while giving you a taste of the\u00a0feeling\u00a0you will get when\u00a0using\u00a0the product\u2014in this case sitting in the theater and\u00a0rooting for Maverick as he battles both gravity AND aging.\nIn the same way you need to simply show the audience WHERE to get the product\u2014say, if it\u2019s a website\u2014don\u2019t just show the website full-frame, show it on a phone or other device with human hands holding the device. Thanks to their trusty mirror neurons,\u00a0the viewer will be imagining holding the device and visiting your site or downloading your app with\u00a0their hands. Case in point: At Oxford Road, one TV advertiser we were working with was already showing the product on a phone. We added human hands holding the phone and scrolling. This was one of several Audiolytics(\u2122) Optimizations that ultimately catapulted the campaign\u2019s success beyond their best performing TV creative of all time. This simple tweak capitalized on how our minds work.\n\nAdAge has a succinct breakdown of the\u00a0types of Demonstration\u00a0from 2003. Though it\u2019s been over 15 years since the list was put together it still provides a solid framework for how to approach different ways to demonstrate your product or service.\n\nfrom 2003. Though it\u2019s been over 15 years since the list was put together it still provides a solid framework for how to approach different ways to demonstrate your product or service.\n\n\nThe first five types are all relatively\u00a0straightforward\u00a0in their presentation of the material. Bringing as many of these demonstration techniques together as possible creates a practically undefeatable case for your product.\u00a0\u00a0Dyson does this with aplomb.\u00a0But the\u00a0fun\u00a0comes in with the\u00a0Whimsical\u00a0demonstration. A couple of recent examples are Spike Jonze\u2019s \u201cWelcome Home\u201d and the entire \u201cWe Know a Thing or Two\u201d for Farmers Insurance. In Spike Jonze\u2019s commercial the\u00a0feeling\u00a0the product gives you is powerfully demonstrated. This also accomplishes an\u00a0emotional\u00a0Before and After comparison\u2014how FKA twigs appear at the beginning of the short film vs. the end. The Farmer\u2019s Campaign combines the Whimsical and the Torture Test to give the viewer an entertaining boost to their confidence in Farmer\u2019s claim that they cover almost everything.\n\nBut what do you do when there is ONLY audio? I could write an entire article on \u201cThe Theater of the Mind\u201d using audio to influence the listener to\u00a0visualize\u00a0your product or service. Thankfully,\u00a0Pandora already wrote it. The same old mirror neurons can go to work even if the person your listener is envisioning is in their own head. You can also use unique attributes\u2014sound effects, music, multiple voices, even silence\u2014to demonstrate in an unexpected way. Hiscox uses an engaging audio\u00a0sleight of hand\u00a0to demonstrate the type of cyber threats they protect businesses from in this\u00a0UK audio ad.\n\nNo matter how you do it, you\u2019ve got to do it. Show them where to go, show them how to use it, show them Before, and show them After. A properly executed demonstration will leave a powerful impression on your audience and naturally lead them, and you, into the very next Audiolytics\u2122 Key Component, \u201cSubstantiation\u201d effortlessly. It\u2019s as if their were some sort of formula out there for how to persuade a person to take action. I can\u2019t wait to Demonstrate how to Substantiate.","landing_redirection":""},{"id":1596,"title":"Make Way for The Internet of Voice #3","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ae270d4a-1669-467b-99ca-07e3dcff1eed_photo-1536571195711-1b796f9f9f7f.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/make-way-for-the-internet-of-voice-3\/","date":"August 14, 2019","description":"By: Dan Granger \n\nSmart Speakers In Your Delorean & What Happens Next\nFire 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\u2019s possible as smart speakers transform the world as we know it. Next week we\u2019ll return to Hill Valley to take a look at practical applications for marketers. For now, buckle up as we accelerate to 88MPH.\u00a0\n\nIf you missed the two previous parts of this article, click\u00a0HERE\u00a0for part 1 and\u00a0HERE\u00a0for part 2.\n\nFor 1:1 consulting to ensure your brand is prepared for the Internet of Voice, please contact\u00a0voice@oxfordroad.com.\u00a0\n\n____________________________________________________________________________\nSo what comes next? With this new speed of information processing, you will suddenly find your smart speaker smarter\u2014and 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.\u00a0\n\nImagine calling a customer service line where extroverts would rather deal with the machine than a live agent. Soon, it\u2019s 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\u2019s 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\u2014not just traffic\u2014and infinitely more adaptable. It can play nanny to your child while you\u2019re cooking or help with homework. Alexa is your therapist.\nRemember social media? How would you like to be transported into conversations with someone whom you\u2019ve 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\u2019t 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.\u00a0\n\nAs 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\u2019t have to think of what you want for dinner. Approve Alexa\u2019s suggestion, and a drone will deliver the perfect meal to your door in minutes.\n\nAre you lonely, but don\u2019t 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\u2014with 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\u2019ve met them or not. Adjust the settings if you would rather that they hold their complaints.\n\nIt can raise the dead.\u00a0\u00a0\n\nWhat 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?\u00a0\u00a0\n\nHow 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.\u00a0\nHow, then, shall we live? One stage at a time. When we bought our first iPod, we didn\u2019t 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.","landing_redirection":""},{"id":1671,"title":"MAKE WAY FOR THE INTERNET OF VOICE #2","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7ba362c4-1734-44fe-a63d-c546eee42fed_photo-1487537023671-8dce1a785863.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/make-way-for-the-internet-of-voice-2\/","date":"August 7, 2019","description":"By: Dan Granger \n\nPART 2, SMART SPEAKERS; THE TROJAN HORSE OF AUDIO\n\nLast week, we looked at the backstory behind The Internet of Voice. In this second installment of our 4-part series, Oxford Road Founder and CEO Dan Granger breaks down how smart speakers are setting the stage for a full-on revolution in audio. If you thought the meteoric rise of Podcast was exciting, get ready for what smart speakers are about to do.\u00a0\n\nIf you missed part one of this article, click\u00a0HERE.\u00a0\n\nFor 1:1 consulting to ensure your brand is prepared for the Internet of Voice, please contact\u00a0voice@oxfordroad.com.\u00a0\n____________________________________________________________________________\nIf there were a prom for the telecommunications industry in 2019, Podcast would be the belle of the ball. Podcast has become the most adored, talked about, and self-congratulated medium in the last 50 years. As a commercial industry, however, it still hasn\u2019t cleared the $500 Million mark. Podcast is not even 4% of the terrestrial radio business, or 10% of the Satellite radio business, or one-third of Pandora. This isn\u2019t even Roku money\u2014though rampant enthusiasts are quick to point out that meaningful capital is beginning to flood the space. The prestige has undoubtedly risen with the entrance of Blue Chip Advertisers, seven-figure-per-season production budgets, and nine-figure publisher valuations and purchase prices. One-third of Americans allegedly listen monthly, although a cohesive measurement approach remains a leading challenge. Indeed, we are a few short years from being considered a Billion Dollar Industry, which means it will finally get close to the value of the free advertising received from fawning trade publications which talk of little else. But then what? It will still be less than 1% of digital revenue.\u00a0\n\nDeservedly, Podcast has been a rising star for the past five years, much-pronounced since the launch of the pervasively popular\u00a0Serial. So much so, that your dedicated author was able to build a leading advertising agency for direct to consumer brands with podcast placement at the center. But what has podcast achieved technologically? It\u2019s offered portability and has made a treasure trove of pirate radio stars\u2014over 700,000 of them\u2014more accessible. But ultimately, it\u2019s just a better version of the walkman. Because of the depth of access to content that was easy to create, Podcast scratched an itch that mainstream media could not and has afforded us a renaissance in programming quality not seen since the advent of radio itself. Podcast is not going anywhere soon, but it is better thought of as an on-demand version of radio, or \u201cstreaming audio\u201d if you prefer. In light of the changes occurring beneath the crust of the telecommunications industry, Podcast is more like a Red Dwarf. A tour de force, definitely, but a first act to the oncoming fundamental disestablishment of everything we\u2019ve understood about the transmission of audio and how it impacts our lives. Make no mistake, it is the coming capabilities exploding from our smart speakers that best deserve our focus.\n\nDo you hear what I hear? In less than five years, Amazon, Google, and Apple (Market Cap north of $2.5 Trillion at time of writing) have put smart speakers into the hands and homes of more than 50 million Americans\u2014with half of those owning two or more. The smart speaker, virtual assistant, or home automation device (as it is sometimes called) is \u201can Internet-enabled speaker that is controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices.\u201d\u00a0\n\nThough championed by titans and heading toward inevitable ubiquity, the current capabilities of the smart speaker are almost laughable. Modern usage is not much further advanced or reliable than a clock radio with a thermometer, mixed with audio\u2019s version of AskJeeves. In theory, it is a personal shopper if you\u2019ve ordered the product before or Amazon wants you to buy it. It\u2019s a whole-house remote control for your mouth if all your smart devices have developed seamless integration. An audiobook library as well as a researcher. It\u2019s your secretary. It\u2019s a food delivery service. It\u2019s a game. It\u2019s someone to keep you company. Many worry it\u2019s a spy. It\u2019s Google. But not really. Not yet.\n\n\u201cAlexa, tell me when you\u2019ve worked out the kinks\u201d may be well and good for consumers who have not yet seen the capabilities and convenience prove more valuable than the intrusiveness, limitations, and loss of privacy. Working professionals and industry cannot afford to take this approach. By looking at the history of telecommunications, we get a glimpse of what lies ahead.\n\nConsider the telegraph. These text messages of yesteryear hit their stride in 1837. But the telephone and phonograph lagged until the 1870s, while the radio was nothing until the turn of the century. Audio technology may advance slower than visual communications, but when it catches up everything changes.\u00a0\u00a0\n\nTo use a more recent metaphor, smart speaker technology today is more like the days of dial-up internet access. When broadband stepped onto the scene around 2003, things got interesting. Entertainment, commerce, information storage and mobility were all radically transformed in the decade that followed. Google, Apple, or Amazon, your smart speaker may be acting like America Online at this moment. However, 5G is going to help it catch up in short order. In simple terms, that means digital information is about to be processed between 10-100 times faster than it is today and should be available from coast to coast in the next 12-24 months. Now consider that, in 2019, smart speakers are expected to grow faster than any other IoT device category.\u00a0\n\nIt is said we are entering the post-smartphone era. We will not use this venue to explore the privacy implications or Muskian concerns of cyborg wars nor robot dictators. These topics have their place, but our immediate aim is to side-step them. Our chief goal, dear reader, is to help you stay employed and thriving as these technological advancements march forward, with the wind at your back rather than blowing against you.\n\nThis is part 2 of a 4 part series. Click\u00a0HERE\u00a0for the next chapter, click\u00a0HERE\u00a0to go back to the beginning","landing_redirection":""},{"id":1592,"title":"Make Way for The Internet of Voice","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/d3a285c0-5704-4513-91e1-bec7bab1240f_photo-1610351038317-1baed1ec74e7.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/make-way-for-the-internet-of-voice\/","date":"July 31, 2019","description":"By: Dan Granger \n\nPart 1, Duck Pizza! An Idea Before Its Time\nFor 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\u00a0voice@oxfordroad.com.\n\n____________________________________________________________________________\n\nThe 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 \u201cThe Voice Internet.\u201d This overwhelmingly ambitious tech company had spent ten years in stealth mode before claiming to be a tech company or \u201cin stealth\u201d 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.\u00a0\n\n\u201cDuck Pizza!\u201d This he would shout into his cell phone as a demonstration of the platform\u2019s 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\u2019s 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.\u00a0\n\nIn a tragic coincidence, The Voice Internet\u2019s 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.\u00a0\n\nIn 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\u2014from the known past as well as our imagination.\n\nFor 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\u2019ve already seen. For the first time, we are legitimately unsure of our future value or ability to compete with the forthcoming capabilities of machines.\u00a0\nThis is part 1 of a 4 part series. Click\u00a0HERE\u00a0for the next chapter.","landing_redirection":""},{"id":1640,"title":"THE BENEFITS OF HOSTS READING ADS ON PODCASTS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6c072dd0-f82d-4405-bea3-5cf4bf209441_photo-1599414275896-93076b7c493c.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-benefits-of-hosts-reading-ads-on-podcasts\/","date":"July 24, 2019","description":"By: Oxford Road \n\nLisa Laporte, CEO Artisanal Agency\nWith\u00a0brand dollars pouring into Podcast, the industry as a whole is moving away from what made it successful in the first place: Baked-in, host-read ads. Dynamic Ad Insertion (DAI) is allowing for greater control by marketers, ushering in a flood of brand dollars, and driving the industry toward a new normal with produced ads on their way to overtaking endorsements. Produced ads are easy, cheap to manufacture, and the model scales, without the worry of a host going rogue on your dollar. With the rest of the industry jumping at the chance to streamline their ad sales and open their programming to the highest bidder in an increasingly commoditized landscape, some podcasters are sticking to what\u2019s worked for years. Lisa Laporte, CEO of The Artisanal Agency, makes the case for why host-read ads continue to be the gold standard in this recent article which she has graciously shared with The Influencer for you to enjoy\u2026\n\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\n\nPodcasts are one of the most popular media formats today. Many people utilize podcasts as a way to jumpstart their career, add on a new feature of it, or start all over again. Podcasts are popular, in part, because the set up is so simple. All you really need is a host, a topic, and a microphone. They feel very intimate. However, podcasts can be challenging to monetize, especially if you launch them completely on your own. Lots of people have podcasts, but few make real money at it. Even the hosts of popular podcasts often have day jobs or do other work on the side.\n\nResearch by Nielsen shows that consumers understand the challenges of the format. Listeners of podcasts tend to be very loyal. They understand that ads are necessary to ensure continued production of the podcasts they love. And they prefer ads where the host is involved. When the host reads the ads, listeners are better able to remember what the product is. They\u2019re also more likely to feel warmly about the product being advertised. Listeners often feel close to the hosts of their favorite podcasts, which means they trust host recommendations on products and services.\n\nBy contrast, when ads run before the podcast starts, listeners have more trouble recalling who the sponsor of the content is. Even when they do remember what the product is, they don\u2019t feel as good about it. The host\u2019s involvement seems to help tie the product in more closely with the podcast. The listener already likes the host, which may account for their increased regard for products in host-read ads.\n\nThis research also uncovers some similarities between Podcast and Radio listeners. Radio listeners identify closely with specific hosts and shows. In some cases, they will even follow hosts from one station to another. In radio, it\u2019s long been traditional for hosts to read ads. This type of advertising still happens today and it has always been common with radio.\n\nNielsen\u2019s research shows that podcast listeners are receptive to ads. When the host reads an ad, listeners are more likely to believe the host uses the product himself or herself. Listeners also admit to trying products they hear about for the first time on a podcast they like. Advertisers who aren\u2019t already taking advantage of Podcast may want to consider it. Ads on podcasts are a great way of connecting consumers with products. That\u2019s especially true when the host reads the advertisement.\n\n\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\u2013\n\nAnother podcast giant who shares Lisa\u2019s sentiment is Tim Ferriss, who recently announced that he was\u00a0discontinuing his fan-supported business model\u00a0test because his fans actually missed the ads. Ferriss said in a recent blog, \u201cmany folks have come to use the podcast and 5-Bullet Friday (his weekly blog) for discovering new products and services.\u201d Having worked with both Tim Ferriss and Artisinal, it bears mentioning that the hosts of these and many other shows genuinely vet every advertiser they endorse and regularly walk away from companies they don\u2019t truly believe in\u2014unfortunately an increasingly rare stance for other podcasters. While DAI is clearly the future of this space (and that\u2019s not necessarily a bad thing when priced correctly), there are thankfully many podcasters like Ferriss and Laporte who continue to deliver highly personalized ads that matter to their listeners.\n\nA note about the author: Lisa Laporte has been a friend and agency partner of Oxford Road since we started back in 2013. In addition to her dual roles as CEO for TWiT.tv and Founder and CEO of Artisanal Agency, Lisa is an accomplished writer on the industry in general, with an emphasis on Podcasting. Thank you Lisa for allowing us to reprint your article!","landing_redirection":""},{"id":1659,"title":"AUDIOLYTICS\u2122 KEY COMPONENT #3 \u2013 POSITIONING:","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/a671f7f1-3f1e-4325-acab-246e483094cf_photo-1432888498266-38ffec3eaf0a.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-3-positioning\/","date":"July 15, 2019","description":"By: Stew Redwine \n\nWhat\u2019s the BIGGEST claim you can make about your business? Simply put, if the lawyers aren\u2019t nervous, you ain\u2019t there yet. Oxford Road Creative Director Stew Redwine will show you why you\u2019re probably positioning your product the wrong way and how you can make it right in the third installment of the Audiolytics\u2122 Master Class on \u201cPositioning.\u201d\nOnce you have your audience\u2019s attention (Audiolytics\u2122 Key Component #1 \u2013 \u201cSetup\u201d)\u00a0 and have introduced your product or service (Audiolytics\u2122 Key Components #2 \u2013 \u201cValue Prop\u201d), you have to communicate maximum value by contrasting your offering and that of your competitors or the status quo. This is Audiolytics\u2122 Key Component #3 \u2013 \u201cPositioning.\u201d The goal is to create as wide a wedge as possible between the audience using and\u00a0not using\u00a0your product or service. Perhaps the most famous semi-recent example of Positioning is the\u00a02006 \u201cGet a Mac\u201d series\u00a0with John Hodgman and Justin Long. In this iconic ad series, Hodgman personifies a PC, Long a Mac. In each episode, they introduce themselves to the audience and converse humorously, revealing a specific advantage the Mac holds over the PC. While creating a clever way to present the specific advantages of the Mac, the ads bolstered the overall Positioning established by the two-second intro exchanges that kicked off each ad.\n\n\u201cHello, I\u2019m a Mac.\u201d\n\n\u201cAnd I\u2019m a PC.\u201d\u00a0\n\nBut what if your company isn\u2019t all that different from the competition? Anyone who watched Mad Men, remembers Don Draper\u2019s positioning pitch to Lucky Strike cigarettes in the pilot episode. After presenting the concept that Lucky Strike\u2019s tobacco is toasted, the client replies, \u201cbut everybody else\u2019s tobacco is toasted.\u201d \u201cNo\u201d, Don says, \u201ceverybody else\u2019s tobacco is poisonous; Lucky Strike\u2019s is toasted.\u201d Any of the cigarette companies\u00a0could\u00a0have made this claim, but Lucky Strike was the only one who DID (at least in the fictional world of Man Men). To read about the true story behind the Lucky Strike toasted campaign, check out\u00a0this article.\u00a0A real-world example comes from another classic vice: beer. Advertising pioneer Claude Hopkins positioned Schlitz beer by claiming their bottles were \u201cwashed with live steam.\u201d Like the Lucky Strike example, ALL beer companies were washing their bottles with live steam at the time, but Schlitz was the only one talking about it. When marketers are having a hard time coming up with a way to differentiate their product or service from their competitors, make the \u201cpreemptive claim,\u201d as Hopkins called it. A modern example of the preemptive claim is Jimmy John\u2019s \u201cFree Smells\u201d signs in their restaurant. EVERY restaurant\u00a0could\u00a0claim this, but Jimmy John\u2019s is the only one that\u00a0does.\n\nCharmin did this for almost 20 years in over 500 ads\u00a0with their \u201cPlease don\u2019t squeeze the Charmin\u201d campaign. This drive to differentiate evolved into the\u00a0Rosser Reeves \u201cUnique Selling Proposition.\u201d\u00a0From Reeves in the 1960s to Trout and Ries in the 1970s, the idea of the preemptive claim was dropped completely in favor of something ONLY your brand can claim. This kind of positioning is perfectly illustrated by M&M\u2019s \u201cmelts in your mouth, not in your hand\u201d thanks to a patented sugar coating. However, in his 2008 book\u00a0\u201cHow Brands Grow\u201d, Byron Sharp\u00a0proved\u00a0that differentiation is meaningless and brands need to be\u00a0distinct.\u00a0 Each of these intelligent people had their own \u201ctruth\u201d about how best to position a company that worked for them. Mark Ritson\u00a0does a fantastic job\u00a0of creating a \u201ctruth tent\u201d large enough for everyone\u2019s views on Positioning.\n\nOxford Road\u2019s take on Positioning is focused on the audience. The connection is the important piece here\u2014whether it be via differentiation, distinctness, features, benefits, USPs, etc.\u00a0John Caples\u2019 three-step approach to creative echoes our sentiment.\u00a0What will your audience get out of the product or service? This is the focus. To answer this you must show why\u00a0your\u00a0solution makes sense by isolating\u00a0the flaws in the status quo and your competitors. However you choose to position yourself against your competition, the audience must walk away with a material understanding of what you do, what you offer, and\u00a0why\u00a0it\u2019s better. How much money or time will they save using your product? In what exact, measurable ways will their life improve if they exchange their earnings for your product\u2014as opposed to the equitable product from one of your competitors?\n\nLet\u2019s use the women\u2019s jeans market as an example of how this can be done. A 2018 article in the Independent revealed that women\u2019s jeans have pockets that are 48 percent smaller on average than their male counterparts. Researchers analyzed the pocket size of 80 products from 20 major brands including H&M, Levi\u2019s, Ralph Lauren, Calvin Klein, and Wrangler, concluding that women\u2019s pockets are \u201cfar smaller and therefore purely aesthetic\u201d (\u201cWomen\u2019s Pockets Are Officially Smaller Than Men\u2019s Study Reveals\u201d\u201d). This is not a new or unknown phenomenon. A simple Google search reveals that similar stories have been published in\u00a0The Daily Beast\u00a0and\u00a0The Guardian, among others. Consumer attention is already coalescing around this limiting flaw in the status quo. For an up-and-coming women\u2019s fashion company, the positioning copy points practically write themselves when focusing on the THREE PRIMARY POINTS of comparison:\u00a0COST, TIME,\u00a0and\u00a0IMPACT.\n\n\nCOST =\u00a0If women purchase the competitor\u2019s jeans, they have dinky pockets and therefore must spend extra money on bags that they must carry around everywhere they go.\n\nTIME =\u00a0Women who don\u2019t have substantial pockets must spend a lot of unnecessary time tracking down keys\/phone\/wallet\/etc., and are more prone to misplacing them.\n\nIMPACT =\u00a0By wearing tiny-pocket jeans, women are complicit with some fashion insiders who decided their customers don\u2019t deserve functioning pockets.\n\nPositioning persuades the consumer to take action. It is absolutely key and, sadly, missing from most ads that we come across when we are grading with our Audiolytics\u2122 assessment. One objection to including\u00a0any\u00a0positioning I\u2019ve run into time and time again are marketers who don\u2019t want to be \u201cmean.\u201d I\u2019ll leave it to the psychologists and Millenial bashers to work that out, but the result of this objection is removing specific comparisons between the advertiser and their competition. Let\u2019s go back to Mac and PC. Was Mac being mean? I don\u2019t know. Were they comparing themselves to their competitor? Yes. And does everyone remember those ads? You tell me.\n\nDON\u2019T WORRY about being MEAN. DO WORRY about going FAR ENOUGH.\nSo what\u2019s the BIGGEST claim you can make? Are you 3x faster than the competition? Do you save people millions of dollars over their lifetime of using your product? You\u2019ve got to make a bold comparison, like Lee Iaccoca\u2019s courageous, \u201cIf you can find a better car, buy it.\u201d How do you know when you\u2019re making a courageous claim? If the lawyers aren\u2019t nervous, you ain\u2019t there yet. Tom Roach lays it all out with delicious data and directness in BBH Labs \u201cThe Stupidity Of Sameness And The Value Of Difference.\u201d Their conclusions? Being different drives memorability, brand value, sales, and profit. Any of those metrics work for you? Then include Positioning. Those are just some of the reasons it is an Audiolytics\u2122 Key Component and an ad is only Audiolytics(\u2122) Certified when it includes Positioning.","landing_redirection":""},{"id":1617,"title":"The Customer Is Usually Pretty Darn Wrong:","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/78dce3f9-4042-4685-a0da-7a372dcde53b_photo-1556742049-0cfed4f6a45d.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-customer-is-usually-pretty-darn-wrong\/","date":"July 10, 2019","description":"By: Richard Laermer \n\nRichard Laermer is the bigmouth CEO of RLM PR which represents illustrious clients including Oxford Road.\n\u00a0\nIn the 300 years during which I\u2019ve worked in a service business, I find that the people who hire me are not looking to be right. They\u2019re looking for me to tell them what is right.\n\u00a0\nThe very concept that somehow they know\u2014because inherently they\u2019ve done this in a previous life\u2014how to do PR seems a little off. I have watched a few dozen PR firms that look, smell and taste just like mine simply \u201cyes\u201d their clients to death, only to find out later that nothing was really done on their client\u2019s behalf.\n\u00a0\nIt\u2019s what I call the \u201cmake it easy on yourself\u201d theory: If you just nod and go with the flow, no one will argue with you. Yeah, that\u2019s not the secret to life.\n\u00a0\nSee, if you\u2019re 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\u2019re doing will net results.\n\u00a0\nI 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\u2014then explain what they don\u2019t get for not taking part. It\u2019s pretty logical.\u00a0\u00a0\n\nPeople 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\u2014\u201cWhat is the story that we should be telling\u201d\u2014I\u2019m glad they asked. We\u2019ve worked in around 40 industries as a generalist firm, and we know which stories work and which don\u2019t. It\u2019s clich\u00e9 to say\u2014but what \u201cplays\u201d 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\u2014well, 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.\n\u00a0\nYou can trace that notion of everything being press-worthy back to the demise of the once-decent internet provider \u201cAol.\u201d (yes, Aol, not AOL\u2014their branding). See, I watched for years as they released something they called news every single day\u2014whereby reporters saw this as \u201cthe boy who cried wolf\u201d scenario and trashed every single one. When America Online did something of value\u2014I think it was version 12.0 that really had a path to greatness\u2014the media didn\u2019t even look up. That release (which I read with interest because a monolith had done something right), ended up in circular filing cabinets worldwide.\n\u00a0\nThis is called Machine PR. It\u2019s 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\u2019t RUIN those relationships by shoving shit down the throats of those influential journalists.\n\u00a0\nCustomers who leave the work to the people they hire usually win. Naturally, I want to say \u201calways,\u201d but then I know that media-savvy clients are the cool exception. It\u2019s 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 \u201cmedia junkies\u201d because they’re the ones who respond right away to an idea from our team\u2014and come up with ones derived from a plethora of reading. Those are some melodious tunes to my ears.\n\u00a0\nThe bottom line: The customer is only right when the customer knows what the heck she is talking about from experience or research\/knowledge. It\u2019s true\u2014leave the expertise to the experts. Admit when you\u2019re wrong or lack expertise. It\u2019s healthy. And, it pays off. Always. Just ask that CEO who sneezed and did not bother telling anybody.\u00a0","landing_redirection":""},{"id":1647,"title":"TWO BIRTHDAYS, TWO REVOLUTIONS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0fae8381-1280-46b0-ab22-d3fce37d7c57_photo-1551892644-51a6e2e8fc65.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/two-birthdays-two-revolutions\/","date":"July 3, 2019","description":"By: Dan Granger \n\nOxford Road, the commercial enterprise behind The Influencer, was born on July 4th, 2013. Staying true to our roots is an important value around here, so we\u2019ve made a tradition of reprinting what is known as our\u00a0Founding Letter\u00a0each year at this time. What is most staggering to me is that while the founding principles have stayed the same, so much has changed in this industry.\u00a0\nIn 2013, we stood at the intersection of both the Podcast and Direct Brand revolutions. Timing our efforts in accordance with the convergence of these two forces allowed us to become one of the top Performance Audio agencies in the country. As we enter our seventh year of operation, we now stand with you on the precipice of another wave of technological disruption. This time, even greater than before and at a scale not seen since the early days of the internet.\u00a0\nWith the reimagining of industries through capabilities coming with 5G everywhere, the world as we know it is about to fundamentally change. As all technology becomes smarter and more interconnected, smart speaker technology and voice connected internet will fundamentally change the way we engage with the physical and non-physical worlds. At Oxford Road, and with The Influencer, we could not be more optimistic about the opportunities this will afford our partners and us\u2014and we are ready to embrace the change. It is as if a new world has just been discovered, and now is the time to decide what we will make of it.\u00a0\nAs we take time to celebrate the birth of America\u2014with its quirks, its scars and its character\u2014let us remember that the best is yet to come. As for the industry changes, to utilize an oft-used saying in our publication, The Influencer will keep you apprised.\u00a0\nThank you for another year together and for the time you spend with us. As always, Influence Responsibly.\n\nFounding Letter\nWritten by Dan Granger\nJuly 4, 2013\n\u201cThe secret to career happiness is to get paid to do that thing that made you weird as a kid.\u201d\nNot sure who said it, but I really like that one.\nEvery business is in some way, a fractal of its founder. So it\u2019s good you should know a bit about me.\nI 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\u2019s actions, but for its ability to cause them. Small wonder I fell into advertising.\nMy 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.\nI built some relationships on that street that are standing strong today. To me, that\u2019s 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 client\u2019s customers. Our ability to connect with our client\u2019s customers is the real measure of the value we bring.\nOur agency is here to provide a platform for growth. Advertising done well will do one of two things: 1) help a good business succeed faster or 2) help a bad business fail faster. We look for companies that are changing the world with their products and services. Companies 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.\nWe believe firmly in accountability. Don\u2019t judge us by Cost Per Point. Don\u2019t count how many sporting events we take you to or big nights on the town. You won\u2019t be impressed. Our job is to get you more customers at a price you can afford, over and over again. We don\u2019t 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.\nWe 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.\nWhen it comes to your product or service, we subscribe to Ogilvy\u2019s \u201cWe sell or else\u201d philosophy. And we don\u2019t offer transparency in advertising performance as a suggestion. We demand it. Hold us accountable and watch what we do.\nAs 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\u2019re going to do things differently here.\nOxford Road is a path. We want your business to benefit from our quirks, our scars, and our character.\nI hope you\u2019ll take a stroll with us.\nSincerely,\nDan Granger\nCEO & Founder","landing_redirection":""},{"id":1591,"title":"HARNESSING THE POWER OF YOUR ORIGIN STORY.","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fa4848c5-a3ff-42ad-9331-ae59e3d7eead_LJIZlzHgQ7WPSh5KVTCB_Typewriter.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/harnessing-the-power-of-your-origin-story\/","date":"June 26, 2019","description":"By: Stew Redwine \n\nEVERYONE loves an Origin Story.\u00a0Just 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\u2014just like we want to know where superheroes come from\u2014and 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\u2019s Founder stories. In the case of Blinds, LendingTree, and NetSuite\u2014all three brands had never used their Founder before. In the case of Blinds and LendingTree, Oxford Road was given performance goals and the Audiolytics\u2122 powered \u201cFounder as Spokesperson\u201d spots we created surpassed every goal and expectation set upon them.\nIn 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\u2026well\u2026still end up laying claim to riches. But that is about all they share in common with the Achilles, Ghengis Khan\u2019s, 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\u00a0why\u00a0they were founded that audiences LOVE to hear.\nFrom\u00a0Gert Boyle, to\u00a0James Dyson, to\u00a0Jessica Alba, to\u00a0Richard Branson, to\u00a0several\u00a0iterations of\u00a0The Colonel, plus many, many more; the track record for Founder stories is strong. When a brand creates a Founder as Spokesperson ad they\u2019re not just in good company, they are standing on the shoulders of giants. Even if your Founder isn\u2019t around anymore, it\u2019s easier than you might think. Use an actor to portray the Founder, like in this\u00a0Dean Witter\u00a0ad from 1997. Or use the current company leadership, who can speak with the same authority as a Founder, like Lee Iacocca in this\u00a0famous Chrysler TV commercial, \u201cIf you can find a better car, buy it.\u201d\nBut why does it work?\nIt has been two thousand three hundred years since Aristotle announced the fundamental building blocks of persuasion in his\u00a0Rhetoric: \u201cEthos,\u201d \u201cPathos,\u201d and \u201cLogos.\u201d In English? Credibility, Emotion, and Reason. Together, these three concepts provide a fool-proof foundation to achieve something remarkable\u2014persuading\u00a0another human being. Consider this anecdote: What parent wouldn\u2019t 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. \u201cPersuaded\u201d almost isn\u2019t the right word, really\u2026the parent is\u00a0compelled\u00a0to run into the flames and save their child.\u00a0\nOur brains love psychological shortcuts\u2014or \u201cassociations\u201d\u2014quick 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.\nEven though plenty has been said about \u201cPathos\/Emotion\u201d and \u201cLogos\/Reason\u201d, not nearly enough attention has been given to \u201cEthos\/Credibility\u201d. It\u2019s 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\u2014and 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\u2019s where the power is hidden. When we speak to our audience with a source they trust (a Founder), using emotive and informative language\u2014they will take action. Every time.\u00a0\nThough it is a strategy that has proven successful across industries and decades, and incredibly valuable for Oxford Road\u2019s clients, simply using a Founder as Spokesperson is not all there is to the story. Because it doesn\u2019t matter who is saying it\u00a0until you have something to say.\u00a0That is what the Audiolytics\u2122 methodology unlocks. Audiolytics\u2122 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\u2019s messaging, optimize it, and outperform the competition with every campaign. The Audiolytics\u2122 formula equips a Founder with the most potent statements they can claim about their story and their company. However, you don\u2019t 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\u2019s feelings about the brand forever. Our guiding principle for developing Offers and Guarantees with Founders is this, \u201cIf compliance isn\u2019t fighting you, the offer\/guarantee is NOT strong enough.\u201d For those using a Founder as a Spokesperson, you will have confidence that every word the Founder is using will have maximum impact.\nIn brief, here are three guidelines we\u2019d give to any brand considering using their Founder as a Spokesperson.\n-First of all, it can be effective if it\u2019s 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\u2019ve 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\u2019s their distinctiveness that comes across so well.\n-Second, the Founder may not want to volunteer because they want to protect against ego, want to maintain privacy, or just don\u2019t want to do it. That\u2019s ok, sometimes the Founder won\u2019t be available or won\u2019t 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.\n-Third, plan on it being a long-term commitment. With one advertiser in particular, we\u2019ve been running Founder as Spokesperson audio ads for years. That\u2019s allowed us to tell different aspects of their story AND build up the listener\u2019s \u201crelationship\u201d 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.\nFor 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\u2014and that means\u00a0their ads will perform better. Because\u00a0EVERYONE loves an Origin Story.","landing_redirection":""},{"id":1682,"title":"Investing in the Podcast Ecosystem","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/85a7fabc-60da-48d3-a950-add40bfd3afe_photo-1434626881859-194d67b2b86f.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/investing-in-the-podcast-ecosystem\/","date":"June 19, 2019","description":"By: Li Jin, Avery Segal, and Bennett Carroccio\n\nAt Oxford Road, we\u2019ve been on the front lines as Podcast has grown from a fringe marketing channel to the mainstream powerhouse it is today. As they say, \u201cit\u2019s hard to read the label when you\u2019re inside the bottle.\u201d So, this week we turn to venture capital firm Andreessen Horowitz (a16z) for their insightful assessment of the Podcast space. With a bit of history and future predictions, we believe it\u2019s one of the best and most comprehensive reports on the state of the industry we\u2019ve seen. In the article, the team at a16z covers the following:\n\n\nA short history of Podcast as a medium.\u00a0\nPodcast\u2019s meteoric rise from a niche internet community to now reaching one-third of all Americans.\nThe uniqueness of the Podcast listenership demographic.\n\nWhether you\u2019re a marketer considering Podcast for the first time or one of the Podcast Pioneers, The Influencer considers this a must-read.\u00a0\n\nFull Article HERE.\nIn the world of podcasting, the flywheel is spinning: new technologies including AirPods, connected cars, and smart speakers have made it much easier for consumers to listen to audio content, which in turn creates more revenue and financial opportunity for creators, which further encourages high-quality audio content to flow into the space. There are now over 700K free podcasts available and thousands more launching each week.\n\nAs new tech platforms hit scale, we on the consumer team have been closely watching the future of media and the technology driving it \u2014 in all forms. We\u2019re interested in investing in the next wave of consumer products and startups coming into the ecosystem, and that includes the audio ecosystem.\nOur investment philosophy is to not be too prescriptive, so we do the kind of \u201cmarket map\u201d overview below to help us have a \u201cprepared mind\u201d when we see new startups in the space. The below deck and commentary (with some sections redacted, of course) was presented to the extended consumer team, including general partners Connie Chan and Andrew Chen, who are investing in this space. If you\u2019re working on anything interesting in this area, we\u2019d love to hear from you!\u00a0\n\nA brief history of podcasting\n\nSimply put, podcasts are digital audio files that users can download \u2014 or in some applications, stream \u2014 and listen to. While podcasts differ widely in terms of content, format, production value, style, and length, they\u2019re all distributed through RSS, or Really Simple Syndication, a standardized web feed format that is used to publish content. For podcasts, the RSS feed contains all the metadata, artwork, and content of a show.\n\nTo listen to a podcast, a user adds the RSS feed to their podcast client (such as Apple Podcasts, Spotify, etc.) and the client then accesses this feed, checks for updates, and downloads any new files. Podcasts can be accessed from computers, mobile apps, or other media players. On the podcast creator side, creators host the RSS feed as well as the show\u2019s content and media on a hosting provider, and submit the shows to various directories, such as Apple\u2019s podcast directory.\n\nPodcast content is typically available for free, though creators can choose to set up private RSS feeds that require payment to access.\n\nCurrent headlines about podcasts today hail them as the next major content medium, describing them as \u201csuddenly hot,\u201d as the next battlefield for content and as an \u201cantidote\u201d for our current news environment.\n\nFrom niche internet community to one-third of Americans\n\nOver the course of the last 10 years, podcasts have steadily grown from a niche community of audiobloggers distributing files over the internet, to one-third of Americans now listening monthly and a quarter listening weekly.\n\nAmericans listening weekly to podcasts grew from 7% in 2013 to 22% in 2019. 65% of monthly podcast listeners have been listening for less than 3 years.\n\nPeople are already spending a lot of time on podcasts, and it\u2019s growing: listeners are consuming 6+ hours per week and consuming more content every year.\n\nAmong weekly podcast listeners, there\u2019s high consumption: 7 episodes per week and nearly 1 hour per day.\n\nThe demographic of podcast listeners is not your average American. Roughly half of podcast listeners make $75,000 or more in annual income; a majority have a post-secondary degree, and almost one-third have a graduate degree [source]. There\u2019s also a gender gap with podcast listeners skewing mostly male, mirroring the gap among podcast creators as well. However, the gender gap has narrowed from a 25% gap in 2008 to 9% today.\n\nPodcast listeners are not your typical American: they\u2019re affluent, highly educated, and skew male.\n\nIn the years following the release of Apple\u2019s podcast app in 2012, smartphones pulled ahead of computers for podcast consumption and have grown to become the dominant way that consumers listen to podcasts. The green line includes smart speakers, which have grown 70% year over year in terms of listening.\n\nSince Apple launched its Podcasts app in 2012, smartphones have quickly grown to become the most common device for podcast consumption.\n\nWhat may surprise people living in heavy commuter markets is that listening primarily happens at home, which represents almost half of all podcast consumption.\n\nWe would also anticipate that more recent technologies like Bluetooth-enabled cars and smart speakers \u2014 now owned by 53M Americans or 21% of the population \u2014 could change the mix of where podcast listening happens.\n\nThe lion\u2019s share of podcast listening happens at home, followed by taking place in a vehicle.","landing_redirection":""},{"id":1602,"title":"Don\u2019t Become a Victim of the \u201cOther\u201d Trade War","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e6740408-acff-4c4d-b216-2d262b921eba_photo-1556742212-5b321f3c261b.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dont-become-a-victim-of-the-other-trade-war\/","date":"June 12, 2019","description":"By Dan Granger\n\nNo, it\u2019s not China. It\u2019s 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.\u00a0\n\nThis week\u2019s subject is none other than Laura Ingraham. After she displayed a graphic featuring eight people censored on public media\u2014including Outspoken-actor James Woods, Conspiracy-peddling Alex Jones, and Space-wasting Racist Paul Nehlen\u2014she didn\u2019t help herself with the graphic reading, \u201cprominent voices censored on social media.\u201d\n\nIngraham, the former Supreme Court Clerk, and Reagan Speechwriter craftily responded to CNN via Twitter: \u201cRetweeting 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. @CNN\u201d\n\nThe Washington Post was proud to announce that, \u201cAt Least One Advertiser is pulling out.\u201d\n\nLeft-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\u2014hacking away at each other\u2019s ad dollars\u2014changing nothing and numbing consumers so that their trust in media continues to decline. And now I\u2019ve thrown up in my mouth and it burns.\u00a0\n\nTo be clear, Laura Ingraham is one of the few national broadcasters I\u2019ve never met. I don\u2019t watch Laura Ingraham. I don\u2019t listen to Laura Ingraham. And as far as I can tell, none of Oxford Road\u2019s clients are buying any of her media specifically via podcast, radio or television. It\u2019s 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\u2019t even buying these shows intentionally, but rather purchasing run-of-schedule campaigns that just happen to land within the program in question.\u00a0\n\nMore importantly, does Laura Ingraham have hatred in her heart\u2014at least a little more so than anyone else on cable news? Probably not. But I really don\u2019t know that either. What I don\u2019t like is that we are playing a big game of \u201cif, then\u201d about something that in all likelihood was a screw up by some low-level production coordinator who didn\u2019t properly vet the graphic before the daily news program went live. There\u2019s a good chance it cost this individual their job. Long live 24-hour news cycles.\u00a0\n\nThe important thing to consider as an advertiser is that this is a frequent game of \u201cgotcha\u201d 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.\u00a0\n\nIf\/when you find yourself in this position\u2014regardless 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\u2014the 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\u2019t make any public announcements. It probably won\u2019t outlast a full news cycle. If you go that route and suspend the show from rotation, it\u2019s 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\u2019re going to want to reach conservative audiences.\u00a0\n\nPro-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\u2019t mean you should only advertise on the complaining party\u2019s favorite networks. You should hear them out and be ready to listen to their concerns, but don\u2019t let them dictate your media schedule.\u00a0\n\nThe 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\u2019t 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, \u201cI disagree with what you say, but I will sponsor your right to say it.\u201d","landing_redirection":""},{"id":1597,"title":"OXFORD ROAD CEO ON SIRIUSXM\u2019S THE WILKOW MAJORITY ADVISING BRANDS DURING POLITICAL CONTROVERSY","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/75520af3-6b5a-4c78-a1fa-2e699004f4ed_photo-1556745757-8d76bdb6984b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/oxford-road-ceo-on-siriusxms-the-wilkow-majority-advising\/","date":"June 12, 2019","description":"By: Dan Granger \n\n\u201cMy 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\u2019t 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\u2019s a major missed opportunity here, which is not only bad for the discourse in this country just as Americans, but it\u2019s really bad for business and hurts the bottom line.\u201d \u2013 Dan Granger\n\nFull Audio \u2013\u00a0HERE\n\nFull Transcript Below:\n\nAndrew Wilkow: All right, so here we are, the last segment. Time flies when you\u2019re having fun providing perfectly executed political analysis. We had a piece a while back in The Hill with the headline \u2018What actually happens when ads are pulled over political controversy\u2019, 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.\nAndrew Wilkow: He writes, \u201cConservatives in media say something controversial, ushering in an advertising exodus as sponsors have a moment of clarity, realizing their values do not align. We\u2019ve 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 \u2026 prosecution, but instead are subject to corporate boycotts at the direction of groups such as Media Matters, Sleeping Giants, and MoveOn.org. Today it\u2019s subdued, but the song remains the same. Americans in powerful positions attempt to control the speech of other Americans with whom they disagree.\u201d\nAndrew Wilkow:Well, you\u2019re here in the studio, so I don\u2019t have to read the whole thing. You know what\u2019s funny is conservatives are loathe to go out and boycott things. There are probably some people that might not buy Ben and Jerry\u2019s because of Ben and Jerry, and they\u2019ve over politicized that brand. But even with some of the things Disney\u2019s 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\u2019s just not in the DNA of conservatives to boycott.\nDan 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\u2019s actually not, and that\u2019s a big part of my problem with it.\nAndrew Wilkow:This is what I don\u2019t get, whether it was Kerrigan, Hannity, or now Netflix and Disney and the Georgia abortion issue, which they\u2019ve been proven to be hypocrites \u2019cause 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\u2019t represent anything when it comes down to potential sales and profit?\nDan Granger:I think about this when I look at the shaving commercials that are coming out now.\nAndrew Wilkow:Some of them are getting ridicu-\nDan Granger:Toxic,\nAndrew Wilkow:Yeah.\nDan Granger:\u2026 masculinity thing. Concepts like that I have to think that there\u2019s a revenue motive when you\u2019re talking about it at that scale, which is a little bit different than what I think we\u2019re talking about with some of the political talk shows. But at that scale, I feel like you\u2019ve 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\u2019re 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\u2019re gonna do that. I am very suspicious that there are profit motives beyond righteousness and true core beliefs.\nAndrew Wilkow:I\u2019ve often thought that a lot of these companies say, \u201cOkay, who\u2019s trying to attack our profit model?\u201d Right? It\u2019s 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, \u201cIf we virtue signal the right way, if we do the bidding of these activists up to this point, maybe they won\u2019t attack our profit model anymore if we take the right stance. If we march in the Pride parade, or we say, \u2018Maybe we won\u2019t tape in this \u2026 \u2018\u201d You know that if they just do enough of that they can, you know, sneak away with their profits.\nDan Granger:Yeah, I think that that\u2019s possible. I think a lot of what we\u2019re seeing here, however, is really a reaction, because the mechanisms have been put in place. I don\u2019t think it would take many people. And look, I don\u2019t come representing a political point of view on this.\nAndrew Wilkow:I gotcha.\nDan Granger:I look out for the brands, and I also speak about it as an American because I think they\u2019re actually making us further apart by fanning these flames. The problem that I see is that it won\u2019t take many conservatives to manufacturer the same machinery and point it in the other direction. And I\u2019d be very, very surprised if that doesn\u2019t start happening soon. And it\u2019s effectively just gonna be a race to the bottom.\nAndrew Wilkow:Here\u2019s what I don\u2019t get though, \u00a0if I\u2019m in marketing, if I\u2019m in sales, if I\u2019m 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\u2019d say, \u201cLook, the only thing that matters is these top three stations get the national ad buys.\u201d\nDan Granger:Right.\nAndrew Wilkow:\u201cEverybody else is fighting for a local buy.\u201d\nDan Granger:Yeah.\nAndrew Wilkow:And local buys are great. You want that local dealership. You want that local restaurant. But what you really want is it\u2019s not just the local dollars you have with, let\u2019s say, Anheuser-Busch. You want Anheuser-Busch\u2019s national buy. You want Dodge and Chrysler\u2019s national buy. So you gotta make it into the top three.\nDan Granger:)Yeah.\nAndrew Wilkow:And half the time the people that are placing the ads aren\u2019t even looking at what the programming is. Right? I mean it could be top 40, rock, Spanish language, sports talk. Who cares? If you\u2019re the top number one station in the market, you\u2019re getting the ad buy, and that\u2019s what a lot of these, ad placement, ad salespeople are looking for, or ad buyers are looking for.\nAndrew Wilkow:But now it\u2019s, well, if you put your stuff on that program. You put yourself on the Wilkow Majority, you put yourself on Hannity, you\u2019re gonna be in trouble. You put yourself on Mark Levin \u2026 It\u2019s kind of like saying, \u201cWe\u2019re gonna ruin your business model and the products you represent. We\u2019re not gonna let you sell your products to those people.\u201d\nAndrew 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)\nDan Granger:Yeah. Yeah.\nAndrew Wilkow:It\u2019s the idea that BMW would go, \u201cYou know, we shouldn\u2019t advertise on this program. They\u2019re really kinda talking about how wealth is a bad thing.\u201d Well, pretty much that\u2019s their brand. Right? I mean their brand status is BMW, Mercedes-Benz, Audi, Cadillac, these are brands of status for people with money.\nDan 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-\nAndrew Wilkow:It\u2019s a hard job. It\u2019s a hard job.\nDan Granger:Well, it\u2019s 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 \u2018Do not buy\u2019 list. They effectively have a blacklist that big agencies, Madison Avenue shops, would just say, \u201cWell, they\u2019re on the list. We\u2019re not gonna affiliate with them.\u201d Because big brands generally want to stay away from controversy if they can avoid it.\nDan Granger:What\u2019s interesting is if you look at conservative content there\u2019s 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\u2019s actually provided a pricing advantage for companies that measure success by how many sales they make, rather than awareness or very vague KPI\u2019s. They\u2019ve 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.\nDan 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\u2019t 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\u2019s a major missed opportunity here, which is not only bad for the discourse in this country just as Americans, but it\u2019s really bad for business and hurts the bottom line.\nAndrew Wilkow:You know it\u2019s funny that you say that, that you look at a program with a large audience and big ratings, and if you\u2019re a major brand, if you\u2019re, General Motors, or like I said, Anheuser-Busch, you\u2019d say, \u201cWell, we\u2019re not gonna advertise there.\u201d Well, there are gonna be startup companies that are gonna go, \u201cIf you don\u2019t want to \u2026 \u201c\nDan Granger:Correct.\nAndrew Wilkow:\u201cIf you\u2019re gonna leave this space-\nDan Granger:Exactly.\nAndrew Wilkow:\u2026 \u201copen, we\u2019ll go there.\u201d\nDan Granger:They will fill the vacuum, absolutely.\nAndrew Wilkow:\u201cAnd you know what? We might be your competitor tomorrow.\u201d\nDan Granger:Right.\nAndrew Wilkow:And I look at so many of the advertisers on this program, and, you know, I take this up when they say, \u201cAndrew, can you get \u2026 can you hop on with,\u201d you know, whoever it is, I say sure. And we don\u2019t even discuss the content of the program. We discuss, you know, \u201cHey, we sent you the product. Do you like it?\u201d \u201cYeah, I like it.\u201d \u201cOkay, could you personalize your use of it?\u201d \u201cSure.\u201d \u201cGreat.\u201d\nAndrew Wilkow:And then I seek to do that. And if there is a product that I don\u2019t like, and- and I say, \u201cLook, you know \u2026 \u201d Well, I can only say we had a couple shady mortgage lenders. You know, if there\u2019s a rejection of the product, if I say, \u201cLook, I, you know, I don\u2019t think this is very good,\u201d and I\u2019m not gonna tell the audience I think it\u2019s very good, that\u2019s a totally different situation. But in most cases, I have Super Beats. I use it. I love Casper mattresses.\nDan Granger:Mm-hmm (affirmative).\nAndrew Wilkow:I have no idea what the politics of their company are. They could be a bunch of flaming lefties. I don\u2019t know. They make a good mattress. But from what I get from dealing with these companies is they say, \u201cOkay, we think your program has an audience, and we think you have a demographic that could afford the product that we\u2019re selling, we\u2019d like to give you some of it so you\u2019ll talk about it.\u201d\nDan Granger:Well, and-\nAndrew Wilkow:In the legal sense, not the [crosstalk 00:10:16]\nDan Granger:Yeah.\nAndrew Wilkow:\u2026 the legal sense.\nDan 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\u2019re unicorns.\nDan Granger:And what we-\nAndrew Wilkow:SodaStream was one of \u2019em, wasn\u2019t it?\nDan Granger:What\u2019s that?\nAndrew Wilkow:SodaStream was one of \u2019em, right?\nDan Granger:Wasn\u2019t me, but I believe they made the list.\nAndrew Wilkow:But they started that way.\nDan Granger:Yeah. Well, and such is the nature of a direct brand is they\u2019re 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.\nDan Granger:However, when they\u2019re focused on growing the business they generally will not discriminate. And sometimes you get somebody that says, \u201cI only want to advertise \u2026 I\u2019ll never advertise on that show \u2019cause I don\u2019t believe in the politics.\u201d 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\u2019s what moves the needle for an advertiser. That\u2019s 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.\nDan Granger:So if they\u2019re looking at it objectively and they\u2019re doing the math and they\u2019re saying, \u201cI spend X. I make Y.\u201d \u00a0They gravitate towards this type of programming even if they don\u2019t 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.\nDan 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-\nAndrew Wilkow:Three hours.\nDan Granger:Yeah, that\u2019s a lot of \u2026 What is that? 10,000 words an hour. You put a few of \u2019em in the wrong order and all of a sudden they\u2019re coming at you with pitchforks. So it\u2019s very, very difficult to hold a listener\u2019s attention, stay politically correct, and say things in a way that\u2019s 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.\nDan Granger:But I think the smart marketers say nothing. The smart marketers think. They want to know, \u201cWhat did you mean by that?\u201d 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\u2019s not actually organic, or an expression of what their customers are actually telling them. It\u2019s something else.\nAndrew Wilkow:But isn\u2019t there also something too \u2026 like I remember you \u2026 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]\nDan Granger:No, no, no, this has nothing to do with sales. Are you kidding me? And what\u2019s amazing is that people believe that it is. That\u2019s the perception is that the marketplace said, \u201cOh, did you hear what Tucker said? We\u2019re gonna pull off of that prog \u2026 or we\u2019re not gonna buy that product anymore.\u201d They\u2019re not doing that.\nDan Granger:There are \u2026 You know who the organizations are-\nAndrew Wilkow:Yeah.\nDan Granger:\u2026 but they monitor, they listen, they pay staff. They have interns that are literally listening to everything, and then they go, \u201cOh, gotcha. He said X, which means he believes Y. And therefore if you advertise there, then you believe Z.\u201d 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.\nAndrew Wilkow:I\u2019m 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\u2019s roll it back before the controversy. If you\u2019re 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\u2019ve already decided before they even get off the ground, \u201cWe\u2019re not gonna advertise here,\u201d you\u2019re essentially saying you want me to invest in you, but you\u2019re 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.\nDan Granger:That might work in this economy for a little while longer. If and when there\u2019s a correction you\u2019re gonna see some of that hubris going away. That\u2019s my prediction.\nAndrew Wilkow:It doesn\u2019t make any sense to me. And, you know, if somebody said to me, you know, \u201cWell, I wouldn\u2019t advertise on that liberal program,\u201d I\u2019d say, \u201cWell, do they have an audience?\u201d If they\u2019ve got an audience, you should advertise with them. Right?\nDan Granger:Right.\nAndrew Wilkow:You\u2019re not here to be a listener. You\u2019re here to reach the listener. Right? You don\u2019t have to be the listener to reach the listener.\nDan Granger:I have a mantra on this, and it\u2019s I disagree with what you say, but I\u2019ll sponsor your right to say it. And we shouldn\u2019t discriminate. Whether we\u2019re on the left or the right, we should want to reach people. We\u2019re reaching individuals that believe-\nAndrew Wilkow:Where\u2019s the audience?\nDan Granger:\u2026 all kinds of different things.\nAndrew Wilkow:Where\u2019s the audience, right?\nDan Granger:Right. Right, right.\nAndrew Wilkow:Where\u2019s the au \u2026 You know, \u00a0it\u2019s funny \u2026 We\u2019re gonna run out of time \u2019cause my top of the hour\u2019s gonna kick in. I see this every time Disney puts a film out, that there\u2019s always some aggrieved group of academics-\nDan Granger:Sure.\nAndrew Wilkow:\u2026 or activists-\nDan Granger:Sure.\nAndrew Wilkow:\u2026 that say, \u201cWell, this is an unfair portrayal,\u201d or \u201cThis is- you didn\u2019t get this right,\u201d or \u201cYou were culturally insensitive here,\u201d and then it\u2019s a box office smash.\nDan Granger:Right.\nAndrew Wilkow:So your little animosity towards this film-\nDan Granger:Yes.\nAndrew Wilkow:\u2026 apparently didn\u2019t work. People wanted to see it.\nDan Granger:It\u2019s not a reflection of the marketplace, and that\u2019s what I\u2019m trying to expose and help out advertisers understand, that this is not the will of the people, this is a small fringe group.\nAndrew Wilkow:We\u2019ll have to get you back on this, \u2019cause this is good stuff. All right. We\u2019re right. They\u2019re wrong. That\u2019s 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\u2019t tell you what we got going on, but when I do you\u2019re gonna dig it. Take the free trial. BlazeTV.com\/Wilkow SiriusXM Patriot.","landing_redirection":""},{"id":1589,"title":"DON\u2019T BECOME A VICTIM OF THE \u201cOTHER\u201d TRADE WAR","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e6740408-acff-4c4d-b216-2d262b921eba_photo-1556742212-5b321f3c261b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dont-become-a-victim-of-the-other-trade-war1\/","date":"June 5, 2019","description":"By: Dan Granger \n\nNo, it\u2019s not China. It\u2019s 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.\n\nThis week\u2019s subject is none other than Laura Ingraham. After she displayed a graphic featuring eight people censored on public media\u2014including Outspoken-actor James Woods, Conspiracy-peddling Alex Jones, and Space-wasting Racist Paul Nehlen\u2014she didn\u2019t help herself with the graphic reading, \u201cprominent voices censored on social media.\u201d\n\nIngraham, the former Supreme Court Clerk and Reagan Speechwriter craftily responded to CNN via Twitter: \u201cRetweeting 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.\u00a0@CNN\u201d\n\nThe Washington Post was proud to announce that,\u00a0\u201cAt Least One Advertiser is pulling out.\u201d\n\nLeft-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\u2014hacking away at each other\u2019s ad dollars\u2014changing nothing and numbing consumers so that their trust in media continues to decline. And now I\u2019ve thrown up in my mouth and it burns.\n\nTo be clear, Laura Ingraham is one of the few national broadcasters I\u2019ve never met. I don\u2019t watch Laura Ingraham. I don\u2019t listen to Laura Ingraham. And as far as I can tell, none of Oxford Road\u2019s clients are buying any of her media specifically via podcast, radio or television. It\u2019s 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\u2019t even buying these shows intentionally, but rather purchasing run-of-schedule campaigns that just happen to land within the program in question.\n\nMore importantly, does Laura Ingraham have hatred in her heart\u2014at least a little more so than anyone else on cable news? Probably not. But I really don\u2019t know that either. What I don\u2019t like is that we are playing a big game of \u201cif, then\u201d about something that in all likelihood was a screw up by some low-level production coordinator who didn\u2019t properly vet the graphic before the daily news program went live. There\u2019s a good chance it cost this individual their job. Long live 24-hour news cycles.\n\nThe important thing to consider as an advertiser is that this is a frequent game of \u201cgotcha\u201d 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.\n\nIf\/when you find yourself in this position\u2014regardless 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\u2014the best thing you can do is say\u2026nothing. If the heat persists after a week you can suspend placement in that show for a time, but don\u2019t make any public announcements. It probably won\u2019t outlast a full news cycle. If you go that route and suspend the show from rotation, it\u2019s 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\u2019re going to want to reach conservative audiences.\n\nPro-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\u2019t mean you should only advertise on the complaining party\u2019s favorite networks. You should hear them out and be ready to listen to their concerns, but don\u2019t let them dictate your media schedule.\n\nThe 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\u2019t 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, \u201cI disagree with what you say, but I will sponsor your right to say it.\u201d","landing_redirection":""},{"id":1667,"title":"AUDIOLYTICS\u2122 KEY COMPONENT #2: VALUE PROP","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7c1ea22b-3237-4184-843f-2c26efdf11a2_95326-thumb.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-key-component-2-value-prop\/","date":"May 29, 2019","description":"By: Stew Redwine \n\nWelcome to the second installment in the Audiolytics\u2122 Master Class. Last time we discussed how to capture attention in \u201cThe Setup.\u201d Now that we have the attention of our intended audience, we\u2019ve got to keep it and move them toward action. Enter the second Audiolytics\u2122 Key Component, Value Prop:\n\nAudiolytics\u2122 Definition: The promise a good or service makes to its potential customer. It is the \u201cwhy\u201d or the \u201csolution\u201d that the service or good promises to deliver.\n\n\u201cPromise, Large Promise, is the soul of an advertisement.\u201d\nSamuel Johnson (1759)\n\nThe Value Proposition is a clear, simple promise. At its core, this is what an effective ad provides. We must give assurance that there is a solution, bolstered by a LARGE PROMISE, that is a vehicle toward a plane of existence where life for the consumer can be more pleasurable and where everything is better. The LARGE PROMISE\u00a0connects\u00a0to the heart of an audience. It is a signal that rings through the noisy minutiae of one\u2019s day to day experience. The goal is to spark intrigue and stand apart from the ordinary deluge of commercials, salesmanship, and manipulation.\n\nThere are two ways\u00a0most\u00a0marketers fail in their delivery of a LARGE PROMISE. The first pitfall is\u00a0underselling.\u00a0So many new companies sell themselves short by hesitating to fully identify the greatest potential value of their product\/service.\n\nThe second common failure is\u00a0overselling. An overly aggressive, grandiose, or disingenuous claim rings false. The above-mentioned essayist described his disdain for this second failure when he said:\n\n\u201cWhatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is, therefore, become necessary to gain attention by\u00a0magnificence of promises, and by eloquence\u00a0sometimes sublime\u00a0and\u00a0sometimes pathetic.\u201d\n\nThere is no denying that the commercial saturation of American media spaces has led to a savvy modern consumer. In 2017, digital marketing experts estimated that most Americans were exposed to around\u00a04,000 to 10,000 ads\u00a0each day.\u00a0With such exposure comes awareness, intelligence, and, sadly for us, a sort of jaded and weary cynicism.\n\nThink about it.\u00a0If the majority of the sensory data my eyes and ears absorb each day are attempts to influence my psyche into taking action for the benefit of somebody who doesn\u2019t love me but wants my money, I am naturally going to evolve stronger intellectual defense mechanisms to guard against the noise. Simply put, I am going to learn to tune it all out.\nThis helps in one way to explain the failures of various contemporary ad campaigns, even ones ranging into the massive budget spectrum. Example: Dove Soap. Recently, the company (well known for its decade of\u00a0\u201cReal Beauty\u201d campaigns) unveiled what was thought to be a bold marketing strategy called Real Beauty Bottles.\n\u201cBeauty comes in all shapes and sizes,\u201d Dove claims in one of their commercials. \u201cThere is no one perfect shape.\u201d The campaign rolled out six different shapes of Dove-branded soap bottles, each depicting a more or less common body shape for women.\u00a0The promise here is a noble one:\u00a0whatever your body type, you will be\u00a0seen\u00a0and\u00a0acknowledged\u00a0as a\u00a0human being.\u00a0You will not be alone in the world.\n\nThe campaign backfired. The \u201csquatter\u201d shaped bottles were unwieldy in the shower, compared to the hourglass shape. Women who purchased these bottles at the store had to present them to the cashier as a \u201cproxy for a body.\u201d There was shame associated in purchasing a shape that does not fit the commercial body ideal this campaign was attempting to subvert.\n\nDove\u2019s promise that these six bottles would release consumers from their self-consciousness was too extreme and turned out to be false in fairly immediate ways. In an effort to make customers feel free of body shame, Dove inadvertently thrust that very shame into their faces.\n\nIan Bogost, a contributing editor at The Atlantic, wrote an article in 2017 about this failed Dove campaign, and their misrepresented promise. \u201cIt\u2019s advertising\u2019s job to lie,\u201d he claimed, \u201cbut it\u2019s only when consumers can see the lie that the dissimulation becomes palpable enough to offend.\u201d At Oxford Road, we disagree with the concept that advertising\u2019s job is to lie. We tend to align ourselves with David Ogilvy, the man who launched the original Dove campaign over 50 years ago who said, \u201cThe consumer isn\u2019t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.\u201d\n\nSo how does it work?\u00a0How do you go about constructing a promise that connects to your audience without a) boring your customer base by underselling, or b) triggering an offensive or dismissive response by going too far in the other direction?\nAt Oxford Road, to determine the most effective\u00a0Value Prop,\u00a0we apply the second Audiolytics\u2122 Key Component, using our scoring model. Grading the presence or absence of eight sub-components\u2014based on everything from Aristotle\u2019s\u00a0Rhetoric\u00a0to Cialdini\u2019s\u00a0Influence\u00a0to Maslow\u2019s\u00a0Hierarchy of Needs\u2014we can objectively determine the ability of each advertisement to introduce its product and make the largest promise possible.\n\nThe essential mission of your promise is to showcase to each individual the best available outcome your product can offer them. They are ready to hear these outcomes, their imaginations are literally primed for them because we grabbed their attention with our 1st Audiolytics\u2122 Key Component\u00a0The Setup.\n\nNow, with our second Audiolytics\u2122 Key Component, we will use the eight sub-components of Value Prop as a filter to identify if an advertisement\u2019s promise is clear and effective. If the promise undersells or oversells, we can instantly reveal which elements need to be tweaked for instant growth results, guaranteed. Things like features or benefits that can only be claimed by the advertiser\u2014expanding the benefit to the greatest degree possible\u2014and, believe it or not, clearly defining just what it is the advertiser\u2019s product or service does and how it will make the audience\u2019s life better.\n\nIt is the rare individual who doesn\u2019t spend some time each day envisioning ways their lives could be improved\u2026be it relief from stress and pressure, added confidence in their looks, more financial freedom, or one of the thousand other avenues toward lightening the load.\n\nEvery powerful advertisement ever made has shown customers their fantasy of personal happiness is not only attainable but a valid and legitimate reflection of who they are. In the now-famous words of\u00a0Mad Men\u2019s\u00a0Don Draper, \u201c[Happiness] is a billboard on the side of the road that screams with reassurance that whatever you\u2019re doing is okay. You are okay.\u201d\n\nLast year, for instance,\u00a0Nike\u2019s Colin Kaepernick Campaign\u00a0showed us a wildly effective example of a company building its Value Prop into the promise it made to its customers. By associating the brand image with Kaepernick\u2019s famed social and political protest against systemic racism in America, Nike instantly\u2014and without\u00a0overselling the promise\u2014communicated that owning and wearing its products represented the act of rebellion against adversity and provided a vehicle toward overcoming the odds.\n\nThe wisdom of this branding position exists both in its association with a ubiquitous social topic and its ambiguity of demonstrative specifics. In other words:\u00a0Everybody knew what it meant, and nobody knew how to say it.\u00a0You can\u2019t point your finger at what the tagline means precisely, but it promises strength, power, and most importantly a tacit association with the righteous, clear-eyed underdog. And who hasn\u2019t envisioned themselves in exactly that way?\n\nLarge Promise is the soul of your advertisement. It is the spiritual center that inspires your customers and builds a connection between them and their secret fantasy of happiness, of ease and contentment, and of an improved plane of existence that is somehow better than the one they are currently on.\n\nThough today\u2019s consumers are savvy, and possibly jaded from their exposure to 10,000 ads a day, they are still always listening to hear the magic words that will inspire a feeling of hope. For all of us, deep down, are willing to believe in a Large Promise.\n\nAnd when we do, we take action.","landing_redirection":""},{"id":1661,"title":"AD BUDGETING 101 \u2013 APPLYING THE 70\/20\/10 RULE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/8030516c-850e-4a9d-8eb3-704ab607e443_photo-1564939558297-fc396f18e5c7.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/ad-budgeting-101-applying-the-702010-rule\/","date":"May 22, 2019","description":"By: Dan Grander \n\nWhen you\u2019re 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, knowing you can shut them down in an instant with the stroke of a key. You find success and begin to scale. These tests become core digital channels and your business begins to depend upon them.\n\nNow you\u2019ve had your first taste of success in acquisition marketing and it felt good\u2014really good. But you need to keep feeding the monkey. One day, your customer acquisition costs on Facebook keep getting more expensive, and you\u2019re not seeing the same return at the same scale. You notice your keyword searches are getting a bit more competitive as you look for higher volume at the same efficiency.\n\nPanic sets in, but then you recover. You figure out a way to regain your former position, but you realize something\u2014this cannot go on forever. You must diversify to continue to safely scale. You realize that, to achieve your goals, you\u2019re going to need to do more than just list yourself in search engines. You must\u00a0create\u00a0demand. Facebook helps with this, but you can\u2019t be fully dependent on just one channel. It makes you too vulnerable. You know that, at some point, there will be a ceiling.\n\nYou 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 can still be called \u201coffline media,\u201d and you realize that you need some help if you\u2019re going to survive too. You call an agency like Oxford Road and tell them of your big plans to dominate your category. You want to know the least amount you can spend on a test, making assurances that if it works you\u2019ll spend more. The difference is now you cannot turn these channels on and off in a day like you could with digital. You have to risk tens, maybe hundreds of thousands of dollars just to find out which channels are going to work for you. It\u2019s petrifying. \u00a0\n\nFortunately, 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\u2019t work. Not everything works, but enough of it 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 on 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\u2019t realize that when you\u2019re 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 \u201cMirror, mirror on the wall,\u201d and this mirror tells you exactly what the market thinks of you. As you mature, you dig deeper into your funnel, optimizing everything. By now, you have built a foundation of demand-generating media: podcast, radio, and possibly even TV.\n\nCongratulations! You\u2019ve 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 going may still play a role at the company, you\u2019ve started hiring people with a bit more experience.\n\nYou\u2019re now a steady advertiser with quarterly budgets and a roster of proven media channels, but then you start to plateau again. You realize that you\u2019re leveling off and the air is becoming increasingly thin, so you search for new media gems. They\u2019re not as easy to discover as in times past, and it\u2019s getting painful as new tests don\u2019t pan out like the old ones did. So now what?\n\nThe older I get, the more I appreciate the wisdom of older brands like Coca-Cola. There is a lot that you don\u2019t 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.\n\nThe 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 \u201ccrazy shit.\u201d\u00a0For 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\u2014and sometimes groundbreaking\u2014areas. 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.\nMost people don\u2019t have the discipline to follow a 70\/20\/10 model, but you should. Like everyone else, you want to spend to the diminishing returns. 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.\n\nYour core is the 70. The 20 is for things that you aren\u2019t yet buying, but can see that it\u2019s inhabited by comparable advertisers. The 10 is for anything your little heart can dream of\u2014where you can have some fun. Opportunistic deals. Unproven media. Big ideas. Tests for testing\u2019s 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.\n\nIt\u2019s 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 chat.","landing_redirection":""},{"id":1643,"title":"THE PROPER ONBOARDING OF PODCAST AND RADIO TALENT","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/8619fec4-66ca-403d-9a10-d906c931f48a_photo-1529611748075-29a49d2faf98.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-proper-onboarding-of-podcast-and-radio-talent\/","date":"May 15, 2019","description":"By: Kyle Jelinek \n\nAt Oxford Road we have a saying, \u201cWe just want the ads to work.\u201d\n\nTo accomplish this goal, we bring together Messaging, Media, and Measurement. One critical piece of Messaging is tailoring it to the medium. For Podcast, the proper onboarding of hosts is perhaps one of the most essential components of a successful podcast campaign. Unfortunately, it\u2019s also a step most new advertisers in the space don\u2019t fully understand and many miss altogether.\n\nOn\u00b7board\n\n\/\u02c8\u00e4n\u02ccb\u00f4rd\/verb (used with object)\u00a0To go through procedures to effectively integrate (a new employee) into an organization or familiarize (a new customer or client) with one\u2019s products or services.\nA properly onboarded host is an empowered host. The work begins the moment you sign on to advertise on his\/her show. You probably already know this, but this process is only for host-read commercials\u2014preferably where the host(s) exceeds the guaranteed 60-sec length. Done well, this proven process will empower the host(s) to speak freely about your company\u2014all while you\u2019re providing lane lines so it\u2019s clear what they can and cannot say. Host onboarding is more than just jumping on a call with your talent and making sure they understand copy points (the script). Done correctly, a proper onboarding will help propel your ads to reach best in market performance at maximum viable scale.\nFUSING THE BRAND BONDThe ultimate goal of this whole exercise is for the host to make a deep and personal connection to the product or service. After all, the most powerful words in the advertising lexicon are, \u201cI use this and you should too.\u201d You must uncover why your product has meaning for the host based on their past experiences or those of their friends\/family. You could call this connection between the host and your company the \u201cBrand Bond.\u201d But this doesn\u2019t have to be a magical\u00a0Sword in the Stone\u00a0moment. Because it\u2019s their job to sell the shows, network partners and show producers can usually help you find an angle that works. For an agency like Oxford Road, we oftentimes have show representatives reach out to us saying, \u201cXYZ podcast host is a huge widget fan, and you should advertise the USA Widget company on the show,\u201d making the process even easier.\nFinding the Brand Bond is easy if the host is a bonafide sneakerhead, and you are selling sneakers. Things are harder if you\u2019re selling a children\u2019s product but the host has no kids. If you\u2019re confident you still want to test the program, you have to find other ways in. Have the host talk about their nieces and nephews or their close friend\u2019s kids, or when they were a kid. There\u2019s almost always a creative way to connect the host to the product and provide a unique POV for why they are making the endorsement for your brand. \u00a0\u00a0\nHAVE THEM EXPERIENCE THE PRODUCT\nThe all powerful phrase, \u201cI use this and you should too,\u201d should be followed with, \u201cHere\u2019s why\u2026\u201d\nThis is their\u00a0Story of Why\u00a0the host is connected to the product or service and is recommending it to his or her listeners. If you\u2019re an established brand, you may already have legions of hosts who are passionate about your product or service and can wax poetic about the benefits of your brand. For these advertisers, we can easily find out which hosts are already fans and you\u2019re off to the races. This, however, is the exception. For most companies, you\u2019ll have to introduce your business to hosts who have no idea who you are or what you do. This is easier if you have a product or service that is relatively inexpensive\u2014simply send hosts a box of your goods and let them talk about it first-hand. However, things get harder if you have a very expensive product or an intangible service that the host may not be in a position to use immediately, despite best intentions.\nFOR ADVERTISERS WITH HIGH CONSIDERATION\nWe once launched a successful podcast campaign for a high ticket product whose price tag was over a thousand dollars on average \u2013 obviously, not something the client was willing to blindly send to every podcast host out of the gate. For this client, we only sent product hosts with large shows that had considerable spend volume. It was worth it for the client to spend the extra money to ensure these \u201clarger\u201d hosts were speaking from personal experience.\nFor the mid-tier and smaller shows, we initially skipped the step explained above. Only after the show exceeded the client\u2019s KPI goals, did we send the product to the host. By incentivizing the host(s) based on performance, we were able to limit the client\u2019s exposure and produce some fantastic results from shows who did everything they could to make the ads work.\nFOR SERVICE-BASED ADVERTISERS\nThings are even more challenging if you\u2019re offering a service that not everyone can use. For these types of companies, it\u2019s important to get creative on how to get hosts to experience your brand. While you can\u2019t demand hosts sign up for an insurance policy, or buy a house using your real estate website, you can make sure they get a quote or sign up to receive free updates online. We work with an insurance company who evaluates your current policy and shows you how much money you could save by using them. So, before a host can start talking about this company, we ask that they get the quick quote to get acquainted. It\u2019s surprising how much content comes out of this alone.\nTHE HOST CAN\u2019T OR WON\u2019T USE YOUR PRODUCT\nMake friends of producers and staff. Send product to the entire studio if you can. We once launched a podcast campaign for an alcohol company using a host that doesn\u2019t drink. We had him share the product with his office and coworkers and his endorsement was essentially him talking about\u00a0their\u00a0experiences. This show ended up being one of the most effective podcasts the client had ever experienced. Even if the host is using your product or service, working with everyone on their team will make them evangelists for your business too!\nWhether it\u2019s easy or not, you must find a way to get the host (s) to experience \u00a0your brand first-hand before they start talking about it. Your advertising will sound more authentic and response should follow accordingly.\nTHE HOST BRIEF\nAt this point, most advertisers send the hosts their talking points and hope for the best. However, sending your copy points is just\u00a0part\u00a0of what you should be doing. The Host Brief is a document that tells the hosts everything they need to know about your brand or service and, more importantly, tells them what they can and cannot say. It usually has 3 parts; a company\/campaign overview, copy points\/script, and a list of \u201cdos\u201d and \u201cdon\u2019ts\u201d.\nThe company\/campaign overview should be a simple paragraph explaining what you\u2019re trying to accomplish in this campaign and provide an elevator pitch on what your company is all about. While we\u2019ve seen these come in all shapes and sizes; from a few sentences to 10-page booklets, generally the shorter the better. If you think the host is going to read your 15-page brand book, you\u2019re sadly mistaken. Keep it simple and use this as a preamble to the campaign.\nThe next portion is copy points. We\u2019ve written countless articles on copywriting and just last week, announced the launch of our\u00a0Audiolytics\u2122 Master Class\u00a0which starts next month\u2014so we won\u2019t spend too much time here\u2014but keep your copy short. For podcast copy, mention the main points and let the host fill in the gaps. The host (s) should be given enough room in the copy to customize the main points in their own unique voice.\nwhich starts next month\u2014so we won\u2019t spend too much time here\u2014but keep your copy short. For podcast copy, mention the main points and let the host fill in the gaps. The host (s) should be given enough room in the copy to customize the main points in their own unique voice.\nFinally, your brief should include a list of \u201cdos\u201d \u201cdon\u2019ts\u201d. Common points include things like:\u00a0do\u00a0mention the URL at least 3 times,\u00a0don\u2019t\u00a0mention competitive names within the spot,\u00a0do\u00a0include mandatory disclaimers. Essentially, breaking any of these \u201ccommandments\u201d necessitates a make-good from the host so it\u2019s important to be clear and well defined and in writing. Just in case the host(s) don\u2019t get it right, make sure the details of your agreement with the network predetermines free media when one of these rules are broken. To enforce this, you\u2019ll need a feedback loop where you listen to every air check and circle back with networks for make goods or optimizations when things go wrong.\nJust like a good resume, do everything in your power to keep the host brief to one page. Thomas Jefferson put it this way, \u201cThe most valuable of all skills is to never use two words when one will do.\u201d And Mark Twain said, \u201cThe difference between the almost right word and the right word is really a large matter. \u2018Tis the difference between the lightning bug and the lightning.\u201d Fill your brief with the right words, and only the right words. Brevity, clarity, and potency set the host up for maximum personalization which delivers increased performance. After all, you\u2019re buying their Brand, which is their unique connection to their audience, and it ultimately serves your ad\u2019s performance to set the host up to tell their\u00a0Story of Why\u2014which adds their unique flourish and personality to the read.\nTHE ONBOARDING CALL \/ MEETING\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\nFinally, a quick call with the host or the show\u2019s producer should be conducted just before the launch of the campaign. You are\u00a0not\u00a0going to become friends with Joe Rogan. Frankly, hosts at his level rarely make these calls at all. But, if you do manage to get a show\u2019s host to join this meeting, make it count. Now\u2019s a good time to show you are serious about the relationship. Let the size of the show determine how high up the ladder you want to go, but using C-level execs and company founders will help get the talent excited.\nIn our experience with marquee podcast properties, 75% of the time you\u2019ll be speaking with the show\u2019s producer, but that doesn\u2019t make the call any less important. The onboarding call is your opportunity to confirm that the host (s) have received the product or tested the service, reviewed the host brief, and provides an open forum for the show representative to ask any questions. This is also your last chance to reiterate the \u201cdo\u2019s\u201d and \u201cdon\u2019ts\u201d, and encourage the host(s) to personalize their reads as much as possible. But remember, the number one way to set them up for great personalization is a brief, clear, and potent Host Brief.\nEVERYONE IS ONBOARDED, NOW WHAT?\nEven when you\u2019ve implemented these proven best practices, some hosts will do no more than simply read your copy. Many can\u2019t or won\u2019t stray from the copy in front of them no matter how much prompting they get; but your efforts are not in vain. Proper onboarding has helped facilitate hundreds of host reads that go for minutes longer than they were contracted to deliver, oftentimes making the reads become part of the show itself. That\u2019s the magic of podcast and radio, and it can only be accomplished by proper talent onboarding.\nIf all this sounds great but a bit daunting, and you\u2019d like assistance in onboarding hosts for your upcoming campaign from a partner who has literally done this thousands of times, click\u00a0HERE\u00a0to speak with a knowledgeable member of our team.","landing_redirection":""},{"id":1674,"title":"AUDIOLYTICS\u2122 MASTERCLASS \u2013 KEY COMPONENT 1: SETUP","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/977e1e67-37c4-4364-8dd2-2217a08cc200_photo-1599413720280-1beeb76ff93a.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-masterclass-key-component-1-setup\/","date":"May 1, 2019","description":"By: Stew Redwine \n\nIn 2018 alone, American advertisers poured a cumulative $240 billion dollars into TV, digital, radio, print, cinema, and podcast commercials [1]. That number is projected to reach around $270 billion by the end of 2022. If Wanamaker\u2019s famous quote about half the money spent on advertising being wasted is right, that means we are tossing over $100 billion out the window, right?\n\nWell: yes and no.\n\nWhether the origin of Wanamaker\u2019s oft quoted maxim can be credited to the industrial pioneer himself remains open for historical argument, the fact remains\u2013despite all the technological advancements the industry has undergone since his death in 1922\u2013his words continue to reveal two profound questions that reside within the bedrock of advertising philosophy:\n\n\nHow do we identify\u00a0which\u00a0half of our money we are wasting?\nHow do we then eliminate the waste?\n\nWith the relatively recent birth and subsequent explosion of digital ad platforms and technologies, advertising has been speeding toward a science of measurable precision, advanced strategy and psychology, and specified, person-to-person message targeting. Demographics are tighter now; more specific and contained. Individual reactions to sensory input can be tracked, stored, and qualified with increasingly exacting detail.\n\nIt is important to remember that, alongside these tremendous advancements, we arrive rather quickly at a paradox. Every new benefit and tactic the Internet provides to give your ad budget unprecedented effect relative to your competition is, consequently, available to every single one of your competitors. Thus arises a rapid commercial saturation on TV, over the airwaves, and on Facebook, Instagram, YouTube, etc\u2026. Right away, marketers return to the same question:\u00a0how to avoid wasting half their budget, without knowing which half\u2026.\n\nThe answer is surprising: avoiding waste comes down largely to the quality of writing. And good writing begins with The Setup.\n\nThe Setup:\n\n\u201cTo the red country and part of the gray country of Oklahoma,\u00a0the last rains came gently, and they did not cut the scarred earth.\u201d\nJohn Steinbeck,\u00a0The Grapes of Wrath\u00a0(1937)\n\n\u201cDon\u2019t be afraid.\u201d\nToni Morrison,\u00a0A Mercy\u00a0(2008)\n\nThese two sentences open classic works by a pair of Nobel Laureates who never met, and crafted their vast outputs on opposite sides of 20th Century America. At first, it seems no two opening lines could structurally differ more from one another. Steinbeck\u2019s language is mythic, vivid, and apocryphal, almost conveying a sense of divine allegory. Morrison, on the other hand, deploys a lean, plain-spoken command, driving straight into the hearts and minds of the reader in just three well-chosen words.\n\nThe sentences are, however, bound by a central similarity. Both grab your attention, compelling you to investigate the story before you. Though John Steinbeck and Toni Morrison were divided in time, gender, race, style, and a myriad of other factors, both were communicators of extraordinary focus and emotional capacity.\n\nThe point is: powerful openings, while instantly recognizable, do not abide by any particular pattern of structure or form. What they share is the ability to\u00a0claim all the real estate of a listener\u2019s mind.\u00a0There is no space for anything else because the message is so engaging. In marketing, exactly as in literature, the rest of the message lives and dies with the impact made by this first impression.\n\nAt Oxford Road, we understand that crafting the best opening for your advertisement is key. If you don\u2019t connect immediately\u2013and\u00a0POWERFULLY\u00a0\u2013all else is for naught. That is why the first of nine Key Components of Audiolytics\u2122,our proprietary formula for Decoding and Optimizing creative, is The Setup.\n\nHere\u2019s how we define The Setup:\u00a0Establish an immediate connection with a succinct, powerful statement that will capture the attention of the audience, while calling out the problem the product solves or the opportunity it represents.\n\nHere are a few examples from Oxford Road\u2019s repertoire that captures attention and demands that the listener\/viewer to pay attention to what\u2019s next:\n\n\n\u201cIf you\u2019re buying sneakers online, there\u2019s more than a coin flip\u2019s chance that the shoe you\u2019re looking at is fake. How can you be sure it\u2019s real?\u201d\n\u201cIf you don\u2019t know your numbers, you don\u2019t know your business. I learned this the hard way with my first company, so I created NetSuite.\u201d\n\u201cNone of your friends are going to tell you, so I will. Your blinds look terrible. This is your home. Your showcase to the world, so why let it look like a crackhouse?\u201d\n\u201cWould you buy a shirt for $50 if you knew it only cost $7 to make?\u201d\n\n\nFor the purposes of this Nine-Part series, we will be referencing the Audiolytics\u2122 Grading of the ads featured in Super Bowl LIII for our examples of each Key Component. The Winner of the \u201cBest Setup\u201d Category was \u201cExpensify Thi$\u201d, featuring 2 Chainz and Adam Scott.\n\nHere\u2019s iSpot\u2019s summary of the ad:\u00a0\u201cIn the middle of his \u201cExpensify Th!$\u201d music video, 2 Chainz shows off his icy hot rod, running on a seafood tower and housed in a misty garage populated by golden dancers. However, this typical day in the life of a baller is interrupted by the rapper\u2019s record label financier, Adam Scott, who requests paper receipts for everything on set that he wants reimbursed. 2 Chainz replies that he can just use Expensify to snap a photo of them instead. After all, he wasn\u2019t born to do expenses.\u201d\n\nWatch the TV Commercial\u00a0HERE\n\nThis Setup both captures your attention AND is teeing up the central value prop for the product. Any advertisement can use a shocking device (bleeped out swear word, explosion, skimpy outfit, whoopie cushion, etc) to grab the audience\u2019s attention. But to\u00a0grab\u00a0their attention in a way that is actually tied to the product, is how you\u00a0hold\u00a0their attention and increase the impact of the message. After all, if the whole advertisement is designed to get the audience primed to take action, or at least to think of your product or service whenever the need arises, then it\u2019s critical to have everything in the advertisement serve that end with clarity and potency.\n\nWhether you are looking to build brand awareness or generate a high and immediate response over a short period, both strategies require\u2013first and foremost\u2013that you command audience attention. Retaining this attention as the ad proceeds is critical, and a skillset we will delve into later on.\n\nAt Oxford Road we firmly believe that\u00a0if a brand intends on\u00a0holding\u00a0attention through its ads and making every penny spent on the ad go to good use\u2013it must\u00a0grab\u00a0attention in the first place.\n\nSources:\u00a0https:\/\/www.marketingcharts.com\/featured-104785\/attachment\/pwc-us-ad-market-sizes-2018-2022-june2018","landing_redirection":""},{"id":1613,"title":"Onboarding","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7d6764ec-d4ac-4b65-b13c-8a5d8369a2e1_photo-1483706600674-e0c87d3fe85b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter"],"termslug":"newsletter","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/onboarding\/","date":"April 24, 2019","description":"By: Roy H. Williams \n\nThis week, Roy H. Williams \u2013 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\u2026\n\nThe advice I give to others, I rarely take myself.\nI admonish persons who possess detailed knowledge to \u201cdumb it down\u201d so the rest of us can understand because, frankly, we are rarely interested in the mystery and wonder of the unabbreviated truth.\nI tell them, \u201cSay it so plainly that you worry you have stripped it of all its truth and beauty.\u201d\nI tell them, \u201cSimplify it to such a degree that any person who understands the subject as well as you do will think you\u2019re an idiot.\u201d\nThat\u2019s how you make things clear.\nToday I take my own advice.\n\nIf you want to be bigger, advertise as though you were bigger. Don\u2019t calculate your ad budget based on the volume you did last year. Base it on the volume you hope to do this year.\nThey call it \u201cmass media\u201d for a reason: it reaches the masses. Consequently, you can\u2019t really target using mass media. (TV, radio, billboards)\nBut don\u2019t worry about that. Use mass media anyway. Targeting is overrated and ridiculously overpriced.\nChoose Who to Lose. Correctly-written ad copy will filter out the customers you don\u2019t want and attract the customers you do want.\nFiltering through ad copy is how you \u201ctarget\u201d when using mass media.\nTwo ways to use mass media:\n(A.) Used consistently, mass media will cause your company to be the one customers think of immediately \u2013 and feel the best about \u2013 when they finally need what you sell.\n(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.\nGoogle 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.\nCustomers who come to you through mass media will often be credited to your digital efforts due to the \u201cWhite Pages\u201d 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.\nRegardless 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.\nAdvertising is a tax we pay for not being remarkable. So be remarkable! This is what generates word-of-mouth. You\u2019ve got to impress your customer. If you don\u2019t, your competitor will.\nCompanies that celebrate their victories have happy employees. So find things to celebrate. Happy employees create happy customers.\nMost 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.\nYour 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.)\nThirty-six years ago (1983) David Ogilvy was speaking of newspaper and magazine ads when he wrote, \u201cOn 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.\u201d Now look at your open rate. What percentage of your online budget has been spent when you\u2019ve written your subject line?\nIf you have nothing to say, don\u2019t let anyone convince you to say it. Boring, predictable messages make you seem smaller and duller and waste your money. Companies don\u2019t fail due to \u201creaching the wrong people.\u201d Companies fail due to saying the wrong things.\nPredictable 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\u2019s life.\n\u201cI, me, my, we, and our\u201d are self-centered words.\n\u201cYou and your\u201d are customer-centered words.\nEntertainment is the only currency that will purchase the time and attention of a busy public. Are your ads entertaining?\nOne of the most common mistakes in advertising is to spread your ad budget across several different media so that you \u201cdon\u2019t leave anyone out.\u201d But persuasion \u2013 in most instances \u2013 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\u2019t spread your money too thinly by chasing the unicorn of \u201cmedia mix.\u201d\nExpensive rent = cheap advertising. Intrusive visibility \u2013 a landmark location with signage that\u2019s noticed even when people aren\u2019t looking for it \u2013 is the cheapest advertising money can buy.\u00a0 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.\n\nThese 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.\nRoy H. Williams\n\n\u2013 \u2013 \u2013\nHERE is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking HERE.\u00a0\u00a0\n\nRoy 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.\u00a0 The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1611,"title":"The Secret to Branding","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1d12b011-3ab1-4a5c-be3b-94862617ba8f_photo-1470049384172-927891aad5e9.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-secret-to-branding\/","date":"April 17, 2019","description":"By: Giles Martin \n\nLike the proverbial rabbit hole, the deeper you go into podcast data the more confusing and obscure it can get. If you\u2019re 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\u2019s more, they\u2019re a reflection of what\u2019s trending now, not a reflection of the scale and marketing potential of a given podcast. It\u2019s one of the many easy mistakes to make when choosing programs to purchase.\n\u00a0\nIt 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 \u201cdownload.\u201d The aspiring sheriff in this Wild West, the IAB, has established a set of guidelines for the industry (\u201cIAB 2.0\u201d) and\u2014while not a panacea\u2014this 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\u2019s easy to compare apples to oranges in this market.\n\u00a0\nPart 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\u2019t 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\u2019s assumed the podcast drove the activity and\u2013presto!\u2013Podcast takes a giant leap towards accountability.\n\u00a0\nThere 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\u2019t have a very comprehensive solution. Or, you could work with Megaphone\u2014their solution is built on their dynamic ad insertion platform which can limit your ability to attribute live reads or \u201cbaked in\u201d ads.\n\u00a0\nEmerging 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\u2019t some of these people have taken action anyway? Robust measurement requires the use of a control group.\n\u00a0\nLeading 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\u2019ll 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\u2019s not all roses because big brands need a lot of control. They\u2019re anxious and cautious about letting hosts shape their message, improvise off the script, or\u2013heaven forbid\u2013freestyle the whole darn thing.\n\u00a0\nYet, 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\u2019 fear here will hurt them. They will then\u00a0 insist on pre-recorded, pre-approved ad units that may rarely even use the hosts\u2019 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\u2013the intimacy, the authenticity, and the personal touch.\u00a0\u00a0\n\u00a0\nWhile the new sheriffs in town may be bringing some law and order to this wild landscape, let\u2019s hope they don\u2019t end up sanitizing the place altogether.\u00a0","landing_redirection":""},{"id":1691,"title":"Intro to Audiolytics","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/8e778eb2-c483-4ea5-8efc-a9449d792d39_Screen+Shot+2021-02-06+at+7.56.55+PM.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/intro-to-audiolytics\/","date":"April 10, 2019","description":"By: Kyle Jelinek \n\nWelcome to the intro to the Audiolytics\u2122 Master Class, presented by The Influencer.\n\u00a0\nSo what is Audiolytics\u2122? It\u2019s Oxford Road\u2019s systematic approach, structural framework, and diagnostic tool for message development. In short, it\u2019s a system to make your ads work better. In this series, we\u2019re going to teach you how to make Audiolytics\u2122 work for you.\n\u00a0\nAudiolytics\u2122 brings objectivity and clarity to your message, using a binary evaluation methodology which includes an expert review of 9 key components and 71 key data points\u2014or sub-components\u2014to ensure optimal messaging design resulting in enhanced performance.\u00a0\u00a0\n\u00a0\nAudiolytics\u2122 was born out of a desire to make ads on radio and podcast perform better by optimizing the key components that impact response. Since inception, the system has been tweaked, enhanced, and can now be applied to TV ads, sales pitches, and frankly, any persuasive message you wish to convey. To prove this point, the recent Audiolytics\u2122 analysis of every ad from this year\u2019s \u201cBig Football Game\u201d identified T-Mobile\u2019s campaign as the clear winner. While every other analysis scoffed at the Un-Carrier\u2019s series of texting commercials, the ad that told T-Mobile customers to visit Taco Bell on Taco Tuesday resulted in breaking single-day records for the Quasi-Mexican Food chain.\u00a0\n\u00a0\nSo what is this about a Master Class? In the coming weeks, The Influencer will begin a deep dive on each of the 9 main components within the Audiolytics\u2122 framework to educate our readers on the approach. In a series of 9 articles and white papers delivered once per month for the rest of the year, your professor Stew Redwine (Oxford Road\u2019s Creative Director) will break down each of the 9 Audiolytics\u2122 Key Components and show how savvy marketers are using them wisely.\n\u00a0\nFor those of you new to Audiolytics\u2122, below are the 9 Key Components:\n\u00a0\n\nSetup \u2013 What is the problem you are solving?\nValue Prop \u2013 What is your solution?\nPositioning \u2013 How do you compare to the alternatives to your solution?\nDemonstration \u2013 How does it work?\nSubstantiation \u2013 Why believe you?\nOffer \u2013 Will you give me something extra for responding?\nScarcity \u2013 How long is this available?\nPath \u2013 How do you get the product\/service?\nExecution \u2013 The tone, feel and packaging of the ad.\n\n\u00a0\n\u00a0\nThe process works like this: we take your current creative (or use a creative brief to create something entirely new) and run it through the Audiolytics\u2122 system. Audiolytics\u2122 will identify key areas for optimization, prompting a revision to achieve maximum performance. Here\u2019s how it looks graphically:\u00a0\u00a0\n\u00a0\nIf you don\u2019t want to wait for the full Master Class, and wish to streamline the process, that\u2019s okay\u2014we do live in a world of instant gratification after all. You can receive a FREE Audiolytics\u2122 report right now and get the score of your current creative assets, along with three critical optimization actions to improve campaign performance TODAY. Just click here to schedule your FREE report.\u00a0\n\u00a0\nClass begins May 1st.\u00a0","landing_redirection":""},{"id":1653,"title":"AUDIOLYTICS\u2122 MASTER CLASS","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aa003815-c1c3-4692-9df9-1b91d649bef3_Screen+Shot+2021-01-24+at+6.42.50+PM.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/audiolytics-master-class\/","date":"April 10, 2019","description":"By: Oxford Road \n\nWelcome to the intro to the Audiolytics\u2122 Master Class, presented by The Influencer.\nSo what is Audiolytics\u2122? It\u2019s Oxford Road\u2019s systematic approach, structural framework, and diagnostic tool for message development. In short, it\u2019s a system to make your ads work better. In this series, we\u2019re going to teach you how to make Audiolytics\u2122 work for you.\nAudiolytics\u2122 brings objectivity and clarity to your message, using a binary evaluation methodology which includes an expert review of 9 key components and 71 key data points\u2014or sub-components\u2014to ensure optimal messaging design resulting in enhanced performance. \u00a0\nAudiolytics\u2122 was born out of a desire to make ads on radio and podcast perform better by optimizing the key components that impact response. Since inception, the system has been tweaked, enhanced, and can now be applied to TV ads, sales pitches, and frankly, any persuasive message you wish to convey. To prove this point, the recent Audiolytics\u2122 analysis of every ad from this year\u2019s \u201cBig Football Game\u201d identified T-Mobile\u2019s campaign as the clear winner. While every other analysis scoffed at the Un-Carrier\u2019s series of texting commercials, the ad that told T-Mobile customers to visit Taco Bell on Taco Tuesday resulted in\u00a0breaking single-day records for the Quasi-Mexican Food chain.\nSo what is this about a Master Class? In the coming weeks, The Influencer will begin a deep dive on each of the 9 main components within the Audiolytics\u2122 framework to educate our readers on the approach. In a series of 9 articles and white papers delivered once per month for the rest of the year, your professor\u00a0Stew Redwine\u00a0(Oxford Road\u2019s Creative Director) will break down each of the 9 Audiolytics\u2122 Key Components and show how savvy marketers are using them wisely.\nFor those of you new to Audiolytics\u2122, below are the 9 Key Components:\n\nSetup \u2013 What is the problem you are solving?\nValue Prop \u2013 What is your solution?\nPositioning \u2013 How do you compare to the alternatives to your solution?\nDemonstration \u2013 How does it work?\nSubstantiation \u2013 Why believe you?\nOffer \u2013 Will you give me something extra for responding?\nScarcity \u2013 How long is this available?\nPath \u2013 How do you get the product\/service?\nExecution \u2013 The tone and feel of the ad.\n\nThe process works like this: we take your current creative (or use a creative brief to create something entirely new) and run it through the Audiolytics\u2122 system. Audiolytics\u2122 will identify key areas for optimization, prompting a revision to achieve maximum performance. Here\u2019s how it looks graphically: \u00a0\nIf you don\u2019t want to wait for the full Master\u00a0Class,\u00a0and wish to streamline the process, that\u2019s okay \u2013 we do live in a world of instant gratification after all. You can receive a FREE Audiolytics\u2122 report right now and get the score of your current creative assets, along with three critical optimization actions to improve campaign performance TODAY. Just\u00a0click here\u00a0to schedule your report.\nClass begins May 1st.\n\n5 THOUGHTS ON \u201cAUDIOLYTICS\u2122 MASTER CLASS\u201d\n\nPingback:\u00a0The Proper Onboarding of Podcast and Radio Talent – SmallBizDaily\nPingback:\u00a0Let Me Get What I Want – A Case Study for Brand Advertising – Oxford Road\nPingback:\u00a0Audiolytics\u2122 Key Component #6, #7, and #8 \u2013 Offer, Scarcity, and Path – Oxford Road\nPingback:\u00a05 Tips for Creating Custom Landing Pages – Oxford Road\nPingback:\u00a0AUDIOLYTICS\u2122 KEY COMPONENT #9 \u2013 EXECUTION – Oxford Road","landing_redirection":""},{"id":1658,"title":"GOING DARK","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/bdcdbd06-1e99-4e2e-aa4f-7555628bb7a0_download.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/going-dark\/","date":"March 27, 2019","description":"By: Oxford Road \n\nIn today\u2019s Influencer, we\u2019re shifting gears slightly from our typical marketing-centric pieces to one that is applicable to nearly everyone in business. In a recent posting from his Friday Forward Email, Robert Glazer shares his thoughts on professional ghosting and why you should stop. \u00a0\nAs a professional services firm, prospective clients often ask members of our team to provide detailed proposals, estimates and supporting materials as part of their evaluation process. While there\u2019s no guarantee we will get the work, fulfilling these requests takes time, energy and resources, something that most prospects value and appreciate. However, over the past few years, I\u2019ve noticed a rise in professional \u201cghosting.\u201d\nGhosting\u00a0has become part of the dating nomenclature. Apparently, it\u2019s the practice of ending a personal relationship with someone by abruptly \u2013 and without explanation\u2014withdrawing from all communication with them. People with avoidant personality types seem to think this approach is faultless. But in reality, it\u2019s just rude and disrespectful.\nThe fact that ghosting seems to be on the rise within professional interactions is disappointing. As mentioned above, we have seen our fair share of prospective clients suddenly stop all communication after we submit proposal information to them. Ironically, but maybe not coincidently, it is often been the ones who asked us to do the most work on the shortest notice who don\u2019t have the decency to follow-up or reply.\nI have also read a number of articles about the growing practice of ghosting in recruiting, whereby candidates who take the time to come in for an in-person interview never hear from the company again. Not only is this tremendously unprofessional, it may be psychologically damaging as it leaves the candidate to wonder if they did something wrong or offensive rather than it being because the hiring team just decided to go in a different direction.\nIf you have been practicing ghosting in any part of your life, it\u2019s time to stop. Here\u2019s why:\n1.Ghosting is disrespectful; disrespect creates ill will and distrust that is often irreparable. It also provides fodder for others to say negative things about you or your company\u00a0via a public forum.\n2.It\u2019s a small world out there. You never know when your ghosting may come back to haunt you. We\u2019ve even had people apply for a job at our company and forget that they ghosted us in some way years before. \u00a0Similarly, candidates who have been ghosted are highly unlikely to say good things about you or your organization out in the marketplace or on review sites. And they will never be a customer.\n3.Being avoidant and indifferent in your communication is a bad look. It conveys cowardice and disregard.\nAdam Grant recently\u00a0wrote a great article\u00a0on why he believes ignoring someone\u2019s email is an act of incivility and how none of us are really\u00a0\u201ctoo busy\u201d\u00a0to respond.\nIf you care about someone or have used their time, have the courtesy to get back to them, even if it\u2019s uncomfortable because the response isn\u2019t positive. I\u2019ve always found that people can handle the truth when it\u2019s given respectfully.\nThe point is,\u00a0be excellent in everything you do,\u00a0even in how you learn to turn people down or say no. Taking this a step further, I\u2019d suggest you actually go out of your way to respond to anyone who reaches out to you.\nYears ago, I made the decision to try and respond to anyone who writes a personal note to me, even though my response is often\u00a0a polite \u201cno\u201d to most requests for my time.\u00a0Simply taking the time to reply and show respect for\u00a0their\u00a0time reflects my personal brand and our company\u2019s values. Often, the person is both thankful and surprised to hear from me, meaning that I have exceeded their expectations.\nIf you ask for or use someone\u2019s time or energy, respond back to them. Don\u2019t\u00a0burn your bridges\u00a0by ghosting.\nRobert Glazer is the founder and CEO of global performance marketing agency,\u00a0Acceleration Partners. A serial entrepreneur, Bob has a passion for helping individuals and organizations build their capacity to elevate.\nUnder his leadership, Acceleration Partners has received numerous industry and company culture awards, including Glassdoor\u2019s Employees\u2019 Choice Awards (2 years in a row), Ad Age\u2019s Best Place to Work, Entrepreneur\u2019s Top Company Culture (2 years in a row), Great Place to Work & Fortune\u2019s Best Small & Medium Workplaces (3 years in a row) and Boston Globe\u2019s Top Workplaces (2 years in a row). Bob was also named to Glassdoor\u2019s list of Top CEO of Small and Medium Companies in the US, ranking #2.\nA regular columnist for Forbes, Inc. and Entrepreneur, Bob\u2019s writing reaches over five million people around the globe each year who resonate with his topics, which range from performance marketing and entrepreneurship to company culture, capacity building, hiring and leadership. Worldwide, he is also\u00a0a sought-after speaker\u00a0by companies and organizations on subjects related to business growth, culture, building capacity and performance.\nBob shares his ideas and insights via\u00a0Friday Forward, a popular weekly inspirational newsletter that reaches over 100,000 individuals and business leaders across 50+ countries. \u00a0He is the host of the new podcast\u00a0Elevate with Robert Glazer, where Bob sits down with leaders, thinkers and authors to discuss personal growth and helping others live their best lives. \u00a0Bob is also the author of the international bestselling book,\u00a0Performance Partnerships.\nOutside of work, Bob can likely be found skiing, cycling, reading, traveling, spending quality time with his family or overseeing some sort of home renovation project.\n\nLearn more about Bob at\u00a0https:\/\/www.robertglazer.com.","landing_redirection":""},{"id":1652,"title":"THE SECRET TO SUCCESSFUL PODCAST ADS: BE TRANSPARENT, BE REAL, BE DIRECT","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/81d217f9-32a5-465d-a472-1cc9201bffd8_photo-1593697909683-bccb1b9e68a4.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-secret-to-successful-podcast-ads-be-transparent\/","date":"March 20, 2019","description":"By: Tim Sabean \n\nWhile adhering to the nine key components of\u00a0Audiolytics\u2122\u00a0is paramount for the performance of any campaign, making a personal connection between brand and host is endlessly valuable\u2014especially when it comes to Podcast. This week we turn to Tim Sabean, Senior Vice President of Digital Content for Westwood One, as he shares his thoughts on what makes an effective podcast advertisement.\nPodcasting is more mainstream than ever. With listener popularity comes advertiser attention. More than two-thirds of advertising media decision makers have discussed advertising in podcasts, according to a study from Advertiser Perceptions. Podcast ads are now an important part of the conversation.\nCREATIVE IS CRITICAL TO DRIVING SALES.\nNielsen conducted an ROI study of 500 advertising campaigns to determine which elements contribute to sales on all major media platforms. By a huge margin, creative was the strongest sales driver.\nSo what does this mean for podcast ads? Listening to a podcast is a one-on-one experience. The relationship between the listener and the host is intimate, and ads reach a captive, engaged listener. How can podcast hosts ensure a strong impact?\nThere are audio creative\u00a0best practices\u00a0that cover the message, the media, and the tools that apply to podcasting. But there are also podcast-specific strategies that I share with our podcasters that can enrich the effectiveness of a podcast read. It\u2019s what we at\u00a0Westwood One Podcast Network,\u00a0the fastest organically growing podcast network in America, look to instill in our talent. Here are a few of those strategies.\nBE TRANSPARENT. START AT THE BEGINNING AND EXPLAIN WHY THE AD IS BEING DONE IN THE FIRST PLACE.\nStart at square one. Hosts should share what made them want to promote the company. Pitches come in frequently. What about the selected ad, product or advertiser stood out? Was there a conversation with the person who created the product or company being advertised? What about that first impression made the host want to get involved?\nPull back the curtain on the reasons for wanting to be a part of the brand. It will give the host read context.\nA Nielsen Neuroscience Study with Westwood One found that, \u201cCelebrity [personality] power has a halo effect on credibility and emotional motivation.\u201d Taking the listener through the host\u2019s journey will magnify that credibility and connect the listener to the story.\nBE REAL. PERSONALIZE THE RELATIONSHIP WITH THE BRAND. DON\u2019T SOLELY RELY ON COPY POINTS.\nFor specific information like a web address, legal disclaimer, or specific ordering details, you do need script points. That\u2019s where it ends [Oxford Road disclaimer: We believe you still need to follow a rigid structure beneath the style, as defined through Audiolytics\u2122] Podcasting is about a higher level of personal touch and connectivity with the listener. The voiced reads that make the most impact are rooted in real life experiences, not just copy points.\nHosts should use the product or service and then talk about what it was like. They should answer questions like how did it feel getting the first subscription box in the mail? What did friends think when they saw those sunglasses for the first time?\nAdvertising can sound dry and soulless if a podcast host isn\u2019t careful. Including more real-life reactions changes the dynamics of the read by making it more believable. The audience is already deeply invested in what podcasters have to say. If hosts sell their own experience with a product, the audience is going to be invested in the personal story.\nBE DIRECT. MAKE THE CALL TO ACTION CLEAR AND MEMORABLE.\nHosts also need to make sure that the call to action is as direct and obvious as it can be. Our data shows 57% of heavy podcast listeners have purchased a product or service online or at a store after hearing an ad for it on a podcast. 54% have used a promotional code from a podcast ad at checkout when purchasing a product or service.\nThe audience is going to need to know the store they should visit. They\u2019re going to need to remember the promotional code. Be strong in the call to action verbiage. \u201cVisit the website.\u201d \u201cGo to this store.\u201d Leave no room for error. Be repetitive so there\u2019s no question of what needs to be done.\nMAKE PODCAST READS WORK BY TREATING THEM LIKE A CONVERSATION.\nWhen talent starts thinking about podcast reads like a conversation with friends, it\u2019s easy. It shouldn\u2019t be complicated, forced, and unclear. Communication is best when it\u2019s transparent, real, direct, and tells a story. Apply that to a podcast ad and the audience will appreciate it. Strong, personal creative translates into growing sales.\nTim Sabean is the Senior Vice President of Digital Content for Westwood One, helping develop talent and partnerships in the fast-growing podcast space. Tim has an extensive radio career including ten years as SVP for The Howard Stern Channels at SiriusXM Radio and uses his experience to coach podcast talent on how to deliver impactful ads for clients.","landing_redirection":""},{"id":1656,"title":"ARE YOU READY FOR THE OTHER SIDE OF THE MEDIA COIN?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/09467eb5-6287-4343-9b6f-a3196bd28275_photo-1599727076124-e1c82d722dda.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/are-you-ready-for-the-other-side-of-the-media-coin\/","date":"March 5, 2019","description":"By: Oxford Road \n\nYour media can be viewed as a coin. On one side you have all of the media you pay for\u2014your radio ads, podcast endorsements, and everything you book on social media and digital. Everything on this side can be easily controlled by the messaging you and your agency put out and the media you buy.\n\nThe other side of the coin is the media you don\u2019t buy, it\u2019s \u00a0what is earned. While Oxford Road has helped many clients navigate through the world of paid media, earned media requires a different skill set.\n\nIn this week\u2019s Influencer, we turn to Richard Laermer, CEO at RLM PR. This \u00a0powerhouse New York City PR firm has worked with companies like Amazon, Wondery, HBO, and Sesame Workshop, to name but a few. Today, Richard \u00a0shares the two biggest mistakes clients make when jumping onto the PR side of the marketing coin\u2026\n\nDo you think your startup is the greatest thing on earth?\n\nIt\u2019s probably not. But who really cares?\n\nThat\u2019s part of the problem with being a startup. Founders think they\u2019re the best\u00a0bread\u00a0since sliced \u2013 and have the audacity (some might say confidence) to believe they are better than most of the press being offered. Poppycock!\n\nWhen it comes to \u201cgetting press,\u201d a startup chief has to be ready to take on all comers \u2013 medium, small, and the seemingly nonexistent. Earning your chops on the smaller stuff will equip you with the tools you need when the big guys come knocking on the door. \u00a0\n\nI was recently saddled with a client who scoffed at bloggers who wanted to get more information for possible stories on the soon-to-launch \u201cthing\u201d he was offering. First of all, scoffing is rude. Secondly, he used the age-old argument of\u00a0\u201cwe can do better.\u201d\u00a0Blood now boiling, I asked this smart chief of thingamabob if he knew the blog he was turning down had 150,000 readers and if that number meant anything to him?\n\nThe answer was a walloping no. In his opinion, it just wasn\u2019t high level enough for his time, attention, or taste. Heavy sigh. I wondered if he even knew what a high level meant.\n\nSo I played a game with this guy. I told him that if he did this one interview, I\u2019d get him into a major magazine. Little did he know that the first interview wasn\u2019t even a promise of a story\u2014and no major anything stood on deck. It was like getting a kid to eat his veggies. Heshrugged and said okay.\n\nAfter the blog meeting, my\u00a0problem child\u00a0was so happy with the experience and subsequent result that he completely forgot about the disappearing magazine piece. Truth be told, he really was not ready for primetime, but the experience made him see how snobby he was behaving toward a real live reporting source.\n\nAs a PR professional, I wish all of our problems could be solved this easily.\n\nAnother problem is that startup-types think they know how the art of PR works. In fact, very few people are worthy of being in the media\u2014and as for most startup companies, hardly any truly should be. Moreover, few know how Public Relations is done\u2014and even fewer know how to create the\u00a0magic.\n\nAfter you\u2019ve practiced on the \u201csmall stuff,\u201d big-time media may start calling. Then,the next problem with startup heads arises\u2026they get insecure.\n\n\u201cI just don\u2019t think I\u2019m ready to talk to Time Magazine,\u201d one said. But how would you know? Do you really think I\u2019d let you sit with a reporter who I didn\u2019t think you were ready for or hadn\u2019t\/prepared you for? It\u2019s my ass on the line, too!\n\nThe insecurities linger and even after it\u2019s been decided\u2014by me\u2014that he\u2019ll do it no matter what, the late-night phone calls start in\u2014and emails and texts, followed by voicemails in the office. \u201cI don\u2019t know, Richard. I\u00a0just\u00a0think it\u2019s too early.\u201d Too early for what? Your\u00a0nervous breakdown?\u00a0Please!\n\nSometimes it gets so difficult to get a spokesperson to speak, that you have to tell the requester (the media person) that the product isn\u2019t quite there yet. \u201cIt\u2019s a new company and they have a lot of kinks to work out. When they are ready, you\u2019ll be the first to know it.\u201d I\u2019m a liar. Truth is, with our coaching, the client would have crushed the interview, but they just wouldn\u2019t listen.\n\nNowadays, you need an imaginary\u00a0Psychology degree\u00a0to cope with people who decide what\u2019s good enough or what they\u2019re ready for\u2026\n\nWhen it comes to press that you earn, connections made, and relationships formed, don\u2019t be \u201cthat\u201d client. If you hire a good PR firm, trust their expertise\u2014that\u2019s why you hired them in the first place! \u00a0Humble yourself, and take the interview with the tiny blogger or the podcast you\u2019ve never heard of. After you\u2019ve got a few dozen of these small interviews under your belt, when they book that interview with CNN about your business, you\u2019ll be even more ready. That\u2019s when this side of the coin can make you some real coin.\n\nRichard Laermer\n\nAn oft-quoted authority on media relations, thought leadership, hype, and culture, RLM PR CEO Richard Laermer is a PR knowitall, former journalist, and author of Punk Marketing, TrendSpotting, and the perennial book on public relations, Full Frontal PR. Laermer\u2019s work as a reporter dates to the \u201880s. With standout specialization in tech categories, emerging industries, launches, and relaunches, RLM is a marcom solutions firm of record for companies remaking our world. By capitalizing on emerging trends, and teaching leaders how to own categories\u2014categorically\u2014Laermer has trained hundreds of CEOs, celebrities, and spokespeople (even a chimp for E*Trade) to deliver messages skillfully and with no punches pulled.","landing_redirection":""},{"id":1710,"title":"HOW, THEN, SHOULD WE ADVERTISE?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/2737f312-ee96-41f1-9eea-00a6440a1b94_download.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-then-should-we-advertise\/","date":"February 27, 2019","description":"By: Roy Williams \n\nIn this week\u2019s Influencer, we turn to Roy H. Williams, AKA, \u201cThe Wizard of Ads,\u201d on his thoughts about how writing your ads through committee is a recipe for mediocrity.\u00a0\nThe average person is afraid of criticism.\nBut the person who has no fear of criticism is more likely to succeed. This lack of fear is what keeps them from being average.\nThe average business owner is afraid their ads will be criticized.\nDo you want to kill a great ad? Show it to the people you trust.\nIn\u00a0the words of my partner\u00a0Mick Torbay,\n\u201cYou need to understand something: the committee is not evil. The committee doesn\u2019t want you to fail. The committee has nothing but good intentions. But the committee can\u2019t innovate. More than anything, the committee wants to look good to the rest of the committee. The committee is afraid of looking stupid\u2026 The committee can only spot problems, downsides, possible pitfalls\u2026 So don\u2019t be surprised that when you present a really, really great idea to a committee, the only thing you\u2019re gonna get is a reason why that idea won\u2019t work, one reason for every member of the committee. The committee will always pull you to the center. The committee will help you avoid risk, but risk and reward are two sides of the same coin. If you avoid risk, then huge success is now out of the question. Are you okay with that?\u201d\n\nMOST ADS AREN\u2019T WRITTEN TO PERSUADE; THEY\u2019RE WRITTEN NOT TO OFFEND.\n\nBut even a weak\u00a0ad\u00a0will cause your name to be the first that springs into the public mind if you give it enough repetition. This assumes, of course, that your competitors have equally bland ads.\nAnd frankly, that\u2019s a pretty safe bet.\nBut repetition costs money.\n\nDO YOU WANT TO DIFFERENTIATE YOURSELF WITH MEMORABLE, ATTENTION-GETTING ADS THAT WILL ACCELERATE YOUR REPETITION BY UNLEASHING THE PERSUASIVE POWERS OF WIT, HUMOR, IDENTITY, AND AUDACITY?\n\nThe first step is to find your corporate mission statement, take it outside into the sunlight, lift it high up into the sky, then lay it down on the sidewalk and set it on fire. When it is finished burning, sweep the powdery ashes into the grass. Paper ash is an excellent source of lime and potassium. This will raise the pH and help neutralize the acid in your soil.\nYou have now put your mission statement to the best possible use.\nJust out of curiosity, why did you think you needed to write down all those generic things you believe in? Those things you included \u2013 the things you stand for \u2013 rarely differentiate you since most of us include, believe in, and stand for the same things: Individuality, Informality, Opportunity, Competition, Efficiency, Progress, and Helping Others. It is what you exclude, or stand against, that defines you. To gain attention and win a following, you must stand against the omission of one of these seven things:\nIndividuality:\u00a0individual initiative, individual expression, independence and privacy\nInformality:\u00a0equality, directness, and an open society\nOpportunity:\u00a0ability\u00a0to change yourself, your business, your country, and your world\nCompetition:\u00a0opportunity to win recognition, status, and material rewards\nEfficiency:\u00a0reduce wasted time, effort, and resources\nProgress:\u00a0social, economic, and physical mobility because we\u2019re all in this together\nHelping Others:\u00a0You may have used different words, but those are the ideas contained in every mission statement, the ultimate expression of committee-think.\nYOU DON\u2019T BECOME FAMOUS\u00a0BY\u00a0CHAMPIONING EVERYTHING.\nYOU BECOME FAMOUS\u00a0BY\u00a0CHAMPIONING ONE THING.\nThe client who grew the most in 2018 stands against inefficiency. His company eliminates stress and frustration by responding instantly when customers call and then doing the job perfectly, making sure the customer\u2019s time and money are never wasted. His local company grew by tens of millions of dollars last year. Most people love his ads but he still gets plenty of criticism.\nA client whose volume jumped almost as high stands against formality. His frank, unvarnished style of communication makes customers trust his people and his company. His ads are beloved by most of the population but he still gets savaged in social media.\nDoes the client who stands against inefficiency also have ads that are frank, informal, and unvarnished? Of course he does, but it is his stand against wasting the customer\u2019s time that sets his company apart.\nDoes the client who stands against formality also respond quickly and do the job right? Yes, but it is his stand against distance in the relationship between himself and the customer that makes his company special.\nWhat is the principal enemy your organization fights against?\nWhen I say \u201cprincipal enemy,\u201d I\u2019m not talking about your competitors. I\u2019m talking about that thing you try so very hard to eliminate for your customer.\nWhat is it?\n\n-Roy H. Williams\n\nHERE\u00a0is the post in entirety with all its Wizardness including visuals and if you like what you hear, The Influencer suggests subscribing to the Monday Morning Memo here just as we do by clicking\u00a0HERE.\nRoy 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. \u00a0The school is administered by a 9-person independent board of directors.","landing_redirection":""},{"id":1700,"title":"DIGITAL BRANDS EVOLVE\u2026 OFFLINE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b47a5947-9701-4259-b86c-42af3d53902e_photo-1568593677708-c5a67a846e18.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/digital-brands-evolve-offline\/","date":"February 19, 2019","description":"By: Patrick Foster \n\nAttach \u201cdigital\u201d to the beginning of an element of traditional marketing, and you\u2019ll have an idea ripe for a popular blog post. Wherever you look online you\u2019ll find advocates for automation, technological sophistication, and staunch rejection of \u201cthe old ways.\u201d\n\nIs this surprising? Well, no. Digital marketers will always write enthusiastically about digital marketing, after all, they\u2019re biased towards the continuing dominance of their field. But it\u2019s myopic to assume that anything marketing-related that\u00a0can\u00a0be done online\u00a0should\u00a0be done offline.\n\nIn fact, the steady abandonment of offline marketing has actually served to make it\u00a0more\u00a0effective as a promotional avenue. While all of your competitors are scrambling to stand out in the digital sphere, you can take an uncontested shot at getting some offline attention \u2014 and I strongly suggest that you do. Here\u2019s why it\u2019s the perfect way to boost your marketing.Audio Advertising Is More Compelling\u00a0Offline\n\nAUDIO ADVERTISING IS MORE COMPELLING\u00a0OFFLINE\n\nWhen it comes to streaming advertising, the internet has become a very challenging place indeed, mainly due to ad blockers \u2014 and when ads do happen to slip past our filters, we can just ignore them entirely until we\u2019re given the chance to\u00a0skip\u00a0them. But\u00a0offline\u00a0audio is a different beast altogether, and there are two avenues that are particularly viable.\n\nFirstly, there\u2019s radio, one of the more frequently forgotten channels for advertising. Even if you only factor in traditional radio stations, there would still be a fair amount of value on offer. Think about people on long drives in areas with poor signal, whiling away the time with radio and having no desire to skip anything. But then you can add in\u00a0digital radio, and the possibilities expand further still. Unlike video, radio is typically left on the background \u2014 it\u2019s easier to just let ads play than to run to the player and try to skip them.\n\nSecondly, there\u2019s the vast world of podcasting. The humble podcast is a curious hybrid, stemming from the internet but consumed as an offline file. It\u2019s this unique format that makes it so great for advertising.\u00a0Not only can unskippable ads be inserted between podcasts in streaming players,\u00a0but podcasters can work ads into their regular content, thereby ensuring that there\u2019s no obvious part to skip. Some podcasters turn their ads into mini routines, making them entertaining (and, most likely, more persuasive).\nIn short, offline audio advertising gives you a lot of creative freedom and lets you reach a lot of people with minimal skipping. What of video, you might ask? Well, that\u2019s rather more challenging, particularly in light of the much-publicized\u00a0YouTube\u00a0adpocalypse.\nNETWORKING EVENTS ARE GREAT FOR BUILDING CONNECTIONS\nYes, you can network online, and social networks take up ever-increasing chunks of daily life \u2014 but adding someone on LinkedIn will\u00a0never\u00a0replace the significance of\u00a0striking up a conversation with them at a networking event.\u00a0It\u2019s the difference between a moment of attention behind a layer of abstraction and an entire afternoon spent in someone\u2019s company.\n\nAnd make no mistake, business connections are vitally important regardless of the specifics of your field. Knowing the right person at the right time can earn you a lasting client, or allow you to benefit from their influence in distributing your marketing. And when you need some expert advice, you\u2019ll want the option of actually calling someone instead of just sending an email to a near-stranger whose face you don\u2019t actually know.\n\nSo while your online marketing campaigns tick along, supplement them with sporadic ventures to relevant events \u2014 making an effort to arm yourself with useful contacts. Sooner or later, it\u2019ll prove invaluable in taking your brand to the next level.\nPHYSICAL MARKETING MATERIALS ARE HARDER TO IGNORE\nWe\u2019re all so used to consuming digital materials beset with ads, pop-ups and other flashy elements that we tend to gloss over whatever we read online. The content mostly feels disposable, inconsequential, or insignificant. You can land on a page with ten banner ads\u00a0and pay no attention to them whatsoever.\u00a0Your brain simply disregards them.\n\nBut the pace of consumption is very different for traditional reading. Books and leaflets actually need to be physically produced, making them considerably harder to spam\u00a0and\u00a0decreasing the rate at which they can be examined. You can click through numerous blog posts in the time it takes you to put one pamphlet back on its rack and pick up another.\n\nConsequently, the physical marketing materials you produce and distribute will prove much harder to ignore (in the right circumstances, at least). If you can get a banner up in a prominent location\u00a0for\u00a0instance, it may well get some attention in a way that an online banner never would. Will it be\u00a0markedly\u00a0more expensive? Certainly \u2014 but if you\u2019re looking for an edge (and you understand\u00a0how to get the attribution right)\u00a0then this is the route to take.\nRUNNING A POP-UP STORE IS VERY COST-EFFECTIVE\nSelling products online is a challenging endeavor. Merchants are typically selling from the same ranges with the same profit margins, and lacking the unique locations and store atmospheres that can make the difference between a retail dead zone and a hotspot. What\u2019s more, simply getting someone to visit your store doesn\u2019t mean much when it takes them less than a second to arrive and they can leave just as quickly.\n\nIt doesn\u2019t typically make much sense for an online business to invest in physical premises, because the results won\u2019t justify the expenditure. But you don\u2019t need premises to sell offline if you create a pop-up store. Creating a pop-up store involves taking something to sell and a POS (point-of-sale) system to a viable public location and setting up there for a limited time. That way, you have the opportunity to present your brand directly to the public.\n\nIf the nature of your business is such that you don\u2019t really have products you can sell (or perhaps you offer a service instead), then you can still use the idea if you adapt it. A popular option is to set up to sell (or even give away) branded items. One efficient approach is to\u00a0buy an order-ready store\u00a0that supports a service such as\u00a0Merchify,\u00a0fill it with branded items, take some with you for your pop-up store, point people to said storefront for more, then \u2014 when the traffic has dried\u00a0up \u2014 sell\u00a0the store on to recoup your initial spend.\nTACTILE DEMONSTRATIONS ARE IRREPLACEABLE\nYou might wonder why it\u2019s so valuable to run a pop-up shop. After all, isn\u2019t it essentially the same as your online store, only less convenient? Yes, but the essential impact of being able to physically experience a product\u00a0shouldn\u2019t be underestimated.\u00a0This is particularly significant for certain types of products: items of clothing, for instance, or \u2014 even more notably \u2014 comestibles.\n\nThere\u2019s a reason why brands of all kinds will clamor to have their new food products offered as samples in large stores. You can read countless excellent reviews about a new frozen pizza, but it won\u2019t\u00a0feel\u00a0very compelling. But\u00a0tasting\u00a0and\u00a0enjoying\u00a0that pizza will have a profoundly-greater effect on your attitude towards it. It turns it into a known quantity.\n\nIn the end, no matter how much information you offer about a product online, it will never amount to anything as consequential as giving someone the opportunity to experience it in person. And if your rivals are overlooking that avenue, then you have a golden chance to exploit that gap.\n\nThere are plenty more reasons why offline marketing remains not only viable but far more effective than digital marketers will typically acknowledge, but these are the most significant in my estimation. If you can achieve a formidable blend between online and offline marketing elements, you\u2019ll fill in the holes in your strategy, and steal a march on comparable businesses in your niche.","landing_redirection":""},{"id":1709,"title":"THE MOST IMPORTANT ACRONYM IN OFFLINE ADVERTISING: HDYHAU","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/82626a3e-cd1e-4bec-8fab-eb82ad1e0f64_photo-1427751840561-9852520f8ce8.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-most-important-acronym-in-offline-advertising\/","date":"February 13, 2019","description":"By: Kyle Jelinek \n\nWe\u00a0marketers\u00a0love our acronyms. KPI, CPA, CAC, LTV, ROI, ROAS\u2013it\u2019s all about measuring campaign performance. However, the acronym most performance marketers overlook is perhaps the most important one for offline marketing:\u00a0HDYHAU,\u00a0or the \u201cHow Did You Hear About Us\u201d survey.\nIn the digital age, almost everything is trackable. However, when it comes to measuring channels, like Radio or Podcast, you need to dig deeper, and even seasoned marketers are falling short. Late last year, The Influencer published\u00a0an article\u00a0on how to effectively measure offline advertising using the directional measurement of vanity URLs and promo codes in combination with the HDYHAU survey. Today, we will dive a bit deeper into why the HDYHAU is essential and how to create one that will give your business what it needs to measure your offline advertising efforts accurately.\n1-to-1 measurement of offline advertising is a recipe for failure because, despite your wishes, most of your customers will not actually follow your Call-To-Action instructions. Without a proper survey in place, you\u2019ll inaccurately attribute the lion\u2019s share of your campaign\u2019s response. In your radio, streaming or podcast ads, you\u2019ll likely ask listeners to go to a vanity URL or enter a promo code. Unless your offer is so ridiculously amazing that every single person listening would be foolish NOT to jump through the vanity URL\/Promo Code hoops, only 5%-25% of people will follow the path you\u2019ve presented. The better the offer, the more likely people will follow your path. Yet, even with a great offer, a 1-to-1 ratio of signal to total response is impossible. Imagine you\u2019re a restaurant owner. You tell people to come to your establishment, but when they arrive, they must enter through the back door giving a secret password to gain entrance. If all you\u2019re offering in return for their efforts is extra napkins, very few will go through the exercise. You could even offer free food for a year and many would still come in the front door. Your business\u2019 website is no different. In this restaurant scenario, consider the HDYHAU survey to be akin to a person standing outside the restaurant, gathering intel on everyone\u2019s point of entry. The survey is the surest way to capture everyone that enters your funnel as a result of your campaign\u2013even those who do so directly or through organic and paid search. \u00a0\u00a0\nSetup is easy. Many of our clients use SurveyMonkey, Typeform, or something similar to handle the HDYHAU. These options are relatively inexpensive or free and can save your team the time and trouble of creating one from the ground up.\nOnce you\u2019ve made the wise decision to implement a HDYHAU survey, here\u2019s how to do it:\n\n1) Where To Place The HDYHAU\nWhile dropping your survey at the top of your funnel would yield the most statistically significant results, we do not want to interfere with any of the points in the funnel. Therefore, a HDYHAU placed immediately after the final transaction on your site will keep your product and engineering teams happy. If an in-funnel survey is not possible (though in-funnel is the best case scenario), a post-purchase survey conducted daily via email is recommended. Alternatively, weekly and monthly surveys are also useful. However, it is important to note that the user recall and response rates will not be as reliable compared to the post-purchase survey emailed same-day.\n\n2) The Survey Questions\n\nYour survey must be as simple as possible to ensure the highest response rate. Resist the temptation to list every single marketing outlet you\u2019ve ever tried (or want to try) and keep the options general. Broad categories like Radio, TV, Social Media, Podcast, Friend, Direct Mail and Other should suffice, but less is more. Throwing in a red herring like Yellow Pages will help weed out lazy responders but if you have more than 10 options in your survey, you\u2019re doing it wrong. The intent of the survey is to capture response by channel. You can track the directional impact of individual placements using vanity URLs or Promo Codes. With too many options, most people will not take the time to choose the correct path, and your survey results will be compromised. Avoid drop-downs and open-entry fields. Simple one-click buttons with only one selection per transaction is the best practice. Also, make sure your survey is randomized for proper distribution of results. If the top option is always Newspaper, that selection will be your \u201ctop\u201d response. If the list changes every time the survey is sent, your data will be cleaner. Of course, if you have \u201cOther\u201d as a response, that is the one item which should have a dedicated place in the list, as the last option. In our experience, the responses in the \u201cOther\u201d bucket can be classified into other categories. If you have \u201cOther\u201d as an option, the responses should be proportionately based on each channel\u2019s share of share of response.\n\nThe survey should be distributed to ALL purchasers (or signups, if that is your KPI), or to enough randomized customers to gather statistically significant data. As a rule of thumb, aim to have at least a 30% response rate, but the volume of total transactions on your site will determine the percentage that\u2019s\u00a0statistically significant\u00a0for your business. Finding your response rate will require some trial and error, so before landing on a minimum number of customers to survey, start by surveying everyone. You can work your way down as you better understand how many customers are needed to give you the necessary data set, but more data is always better.\n\nASAP. Whether it\u2019s fat fingers or simple non-compliance, there will always be a percentage of people who will click an incorrect response in your survey. Companies who have only run radio will get a small percentage of customers who swear they saw an ad on TV (that\u2019s radio doing it\u2019s \u201ctheater of the mind\u201d thing). Therefore, you will need to establish a baseline of false positives before the campaign launches. At a minimum, we recommend two weeks to determine your baseline for survey responses, but the more data you can capture before launch the better your attribution will be. Establishing a baseline of these false-positives before the campaign gets going ensures more accurate projected results.\n\nThat\u2019s it, in a nutshell. At Oxford Road, we\u2019ve helped clients go from 5%-10% survey response rates to well over 50% using these best practices. To see clients we\u2019ve helped and are doing the HDYHAU right, check out\u00a0Everlane,\u00a0Hippo Insurance\u00a0&\u00a0Boll & Branch.\nIf you\u2019re ready to take the leap into offline advertising, setting up a proper HDYHAU survey is the most cost-effective, statistically significant way to measure total campaign response. Without it, you\u2019re flying blind. If you\u2019re interested in learning more, schedule a free consultation with one of our experts by clicking\u00a0HERE.","landing_redirection":""},{"id":1649,"title":"SUPERBOWL LIII ADVERTISING AWARDS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fe184d88-e6e8-43bd-aa78-6289f93c98f7_1200px-Super_Bowl_logo.svg.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/superbowl-liii-advertising-awards\/","date":"February 6, 2019","description":"By: Oxford Road \n\nWhile Super Bowl LIII may have been a\u00a0snoozefest, The Influencer was hard at work scoring every ad running in the big game with Audiolytics\u2122.\n\nAudiolytics\u2122 analysis projects nearly $100 million was wasted by advertisers inefficiently leveraging their $173,333.33 per second.\n\nHere\u2019s what else we learned: Robots are scary, but we can stand up to them. T-Mobile turned the tables on Sprint, after a dismal showing last year. Kia singlehandedly depressed the nation. Girl Power is in full effect. The \u201990s are cool again. Brands are coming down from their soapboxes. Beer is vegan or something. Liquor brands and Scientologists found a way to get national coverage without paying the $5M price tag. Advertisers are as afraid of special offers and deadlines as they are of being offensive. And Stella ruined The Big Lebowski.\n\nWhile Oxford Road\u2019s CEO Dan Granger\u2019s analysis has been covered in\u00a0The New York Post,\u00a0Yahoo Finance\u00a0and\u00a0Business\u00a0Insider,\u00a0below is the most comprehensive recap of Super Bowl LIII. Forget the Rams and The Patriots, here are the real winners and losers of the night.\nAs a refresher, Audiolytics\u2122 is Oxford Road\u2019s proprietary ad scoring system that measures ad effectiveness using 9 main components and 71 subcomponents. The main components are:\n\n\nSetup\u00a0\u2013 What is the problem you are solving?\nValue Prop\u00a0\u2013 What is your solution?\nPositioning\u00a0\u2013 What are the alternatives to your solution?\nDemonstration\u00a0\u2013 How does it work?\nSubstantiation\u00a0\u2013 Why believe you?\nOffer\u00a0\u2013 Why respond now?\nScarcity\u00a0\u2013 How long is this available?\nPath\u00a0\u2013 How do you get the product\/service?\nExecution\u00a0\u2013 The tone and feel of the ad.\n\nHere are this year\u2019s winners in each main Audiolytics\u2122 Category:\n\n\nBest Setup\u00a0\u2013\u00a0Expensify \u2013 72.09%\u00a0\u2013 Cars so cold that they\u2019re sneezin\u2019. The Two Chainz \/ Adam Scott commercial highlighted what we all know to be true; expense reports\u00a0suck,\u00a0and teed up the central value prop in a unique and entertaining way.\nBest Value Prop\u00a0\u2013\u00a0Doritos \u2013 72.44%\u00a0\u2013 Another musical collaboration brought us the best value prop of the afternoon. The Chance The Rapper \/ Backstreet Boys collaboration for Doritos, was entirely watchable end to end, bookended an unmistakably clear value prop, and had a masterful introduction of a new product line. Also, Chance\u2019s rap solo is one of the strongest customer testimonials in recent history. The cherry on top: Chance eats the chip \u2013 a valiant act of demonstration.\nBest Positioning\u00a0\u2013\u00a0Bud Light \u2013 Trojan Horse \u2013 51.85%\u00a0\u2013 Bud Light literally threw down the gauntlet with some of the strongest\u00a0positioning\u00a0we\u2019ve seen all year. Taking on Miller Light directly while somehow passing over the fact that they brew their beer with rice positioned Bud Light as the only beer in the category that doesn\u2019t use corn syrup, which apparently is bad.\nBest Demonstration\u00a0\u2013\u00a0Captain Marvel \u2013 75.76%\u00a0\u2013 This latest addition to the Marvel Cinematic Universe makes no apologies for its ambitions to position this Girl Power thrill-ride on a level beyond its predecessors, thereby staying faithful to the large promise needed to make a campaign successful. The clips to demonstrate its fulfillment are credible, with familiar faces that anchor us with positive vibes. The trailer culminates with a clear call to action\u2014there is no question about this ad\u2019s intent.\nBest Substantiation\u00a0\u2013\u00a0Sprint \u2013 37.79%\u00a0\u2013 In the continued theme of robots running the world in the near future, Sprint deserves credit for remaining unapologetic in sharing specific product benefits and offers, wrapped inside an entertaining narrative. But a big fall from glory compared to last year\u2019s Audiolytics\u2122 champion,\u00a0\u201cDo the Math and Switch to Sprint\u201d\u00a0last year. This year\u2019s offering had many of the same elements, minus originality.\nBest Offer\u00a0\u2013 T-Mobile 93.82% (Multiple: Free tacos, Free Lyft, Buy Out Your Contract) \u2013 T-Mobile did a lot right this year and one of the best things from a performance standpoint, was their clear use of offers in their entire suite of ads. Each spot had a specific offer from free tacos to free Lyft rides to contract buyouts for those who join the T-Mobile 5G revolution.\nBest Scarcity\u00a0\u2013 Bill Belichick \u2013 No ads in this year\u2019s offerings had any sort of time-sensitive offer, so the award goes to Bill Belichick. Take a picture folks. The Brady \/ Belichick combo is coming to an end. Maybe not this year, perhaps not next, but it is entirely possible that in the next decade you may not see this again. \u00a0\nBest Path\u00a0\u2013\u00a0Wix \u2013 52.54%\u00a0\u2013 This has to be the most straightforward spot of the night. Very clear-cut without preaching about what it means to be a human in 2019. Just a down and dirty display of an easy way to set up a professional looking website. Nice job Wix.\nBest Execution\u00a0\u2013 T-Mobile (All Four Ads) \u2013 The T-Mobile series was some of the best of the night, including\u00a0\u201cDad?!\u201d,\u00a0\u201cWe\u2019re Here For You\u201d,\u00a0\u201cWhat\u2019s for Dinner\u201d, and\u00a0\u201cWe\u2019ll Keep this Brief.\u201d\u00a0Each one began with a profoundly human, lighthearted hook showcasing the most relatable, yet ridiculous text threads. It was a product demonstration at it\u2019s finest, followed up by unique product positioning and ambitious claims backed by evidence and an offer!\n\nAnd now the best and worst across all major categories.\n\n\nBest Legacy Brand Spot (we\u2019ve seen them before and they did well)\u00a0Doritos \u2013 75.44%\u00a0\u2013 We\u2019ve already showcased this as our best Value Prop but Doritos also came in the top spot as the brand that consistently delivers solid ads,\u00a0year after year.\nBest New-To-Market (brands introducing themselves to the public effectively)\u00a0\u2013\u00a0Bubly \u2013 61.21%\u00a0\u2013 This spot has two great things going for it: the bit with Michael Bubl\u00e9 just works, and the ad is all about the product. If all advertisers gave as much screen time to their product\u00a0as\u00a0this one or worked as hard to pound their name into your head, they would have a fighting chance at seeing a positive ROI well beyond what most brands wind up accepting, especially in a Super Bowl ad.\nMost Divisive (ads that exploit the disunity in our country) \u2013 NOBODY\u00a0\u2013\u00a0Perhaps they were trying to avoid a\u00a0Kendall Jenner\u00a0debacle, but all of the brands stayed away from polarizing ads in this year\u2019s offerings. Maybe Kendall has already solved the world\u2019s issues with a Pepsi.\nMost Unclear\u00a0\u2013\u00a0Burger King \u2013 28.03%\u00a0\u2013 The fast-food giant invited us all to eat like Andy Warhol in this bizarre, mostly silent ad. Points for originality here. But this is a Picasso, not an advertisement. While nobody is entirely sure why they dusted off footage of the late artist fumbling a Whopper, we can all agree that nobody really wants to \u201cEat Like Andy\u201d or at least they shouldn\u2019t.\nWorst Use of Celebrity\u00a0\u2013\u00a0Stella \u2013 53.86%\u00a0\u2013 This is what happens when you find a\u00a0stranger in the alps. Contrived and not clever. Stella paid to bring characters we love back to life, only to drown them before our eyes in a scalding cauldron of mediocrity, violating their legacy and sucking the life out of every reason we ever liked them in the first place. Thanks, Stella! The Dude abides no longer.\nBest Use of Celebrity\u00a0\u2013\u00a0Bubly \u2013 61.21%\u00a0\u2013 C\u2019Mon, Michael Bubl\u00e9\u2019s name is so close to the brand, the GEICO gecko is giving this one\u00a0props. The self-effacing crooner makes the perfect pitch-man for this up-and-coming brand in a very crowded space.\nComedy: Least Effective Use of Humor\u00a0\u2013\u00a0Devour \u2013 35.08%\u00a0\u2013 What if instead of a (fill-in-the-blank) issue, we made it about our product instead? What if we liken our product to an addiction that threatens a marriage? Let\u2019s do it! The best thing we can say is that the subject matter is effective in holding audience attention, but nothing about this attempt made anyone want to eat, but rather, vomit. Frankly, it\u2019s unclear what kind of food Devour is even selling. Is it food? Not a good look for a Super Bowl debut and not an appetizing theme.\nComedy: Best Use of Humor\u00a0\u2013\u00a0T-Mobile \u2013 93.82%\u00a0\u2013 The cellular company owned the Super Bowl! While all of their ads were funny, \u201cWe\u2019re Here For You\u201d nailed comedic timing with a clever conversation between \u201cMike\u201d and his Lyft driver. But the ad doesn\u2019t solely rely on comedic chops, it closes with a solid offer of free Lyft rides for all T-Mobile customers. An ad that is on brand, has a compelling offer and is funny to boot? It can be done!\nInspiration: Least Inspiring (most preachy or pandering)\u00a0Budweiser \u2013 30.18%\u00a0\u2013 In every Super Bowl, as soon as you see the Clydesdales, you know Budweiser is going to fill your soul with patriotic pride and make you feel good about damaging your liver with their brand of swill. This year, they doubled down on the inspiration by throwing in a Dalmatian and Bob Dylan \u2013 what could go wrong? \u00a0In this case, a lot. This year\u2019s ad has the appeal of a moist handshake. Distilling Dylan\u2019s song about social equality down to its most literal level and using it to showcase how Budweiser uses some sustainable power to brew beer makes this writer very happy the\u00a0Bud Knight\u00a0was killed off by the Mountain earlier in the broadcast.\n\n\n\nInspiration: Most Inspiring\u00a0\u2013\u00a0Microsoft \u2013 78.18%\u00a0\u2013 As far as emotional resonance, Microsoft nailed it with this one\u2014we still have tears in our eyes. When you are nearing a trillion dollar valuation, your ads are as much PR as anything else, and this one does the job. But what are we supposed to do with this other than feeling better about Microsoft? Are these adaptive controllers free or discounted for those who qualify? This type of ad would be best followed up with, \u201cSo we are giving away X to families in need\u201d and go all the way with the positive feels. Either way, we love the kids and we got the warm fuzzies. \u00a0\nLowest Score Based on Audiolytics\u2122\u00a0Kia Telluride \u2013 19.51%\u00a0\u2013 Yes that\u2019s out of a possible score of 100! The best thing we can say about this ad is that it did show the actual vehicle they are selling \u2013 that\u2019s it. For once, just once, could an auto manufacturer please stop just talking in generic platitudes and substantiate even one claim? It sounds like this young man was asked to read a script saying Kias are made of, for, and by people who have just given up. Please just tell us one reason we shouldn\u2019t buy a Ford Explorer instead.\nHighest Score Based on Audiolytics\u2122\u00a0\u2013\u00a0T-Mobile \u2013 Dad \u2013 93.82%\u00a0\u2013 Last year, Sprint won the Super Bowl while T-Mobile wasted millions in an entirely forgettable ad that was as preachy as it was unrelated to their business, walking out with the lowest Audiolytics\u2122 score of the year. This year, the two brands have switched places. Sprint floundered but the T-Mobile series were some of the best of the night, and the \u201cDad\u201d spot was the crowning achievement. With this ad, T-Mobile achieved product demonstration at it\u2019s finest, followed up with unique product positioning and ambitious claims backed up by evidence. They also didn\u2019t shy away from making an offer to the audience\u2014as most brands do in the \u201cBig Game\u201d\u2014but instead leaned in hard. T-Mobile is by far the most improved player at this year\u2019s Super Bowl and wins the Audiolytics\u2122 MVP.\n\nAnd there you have it! For a full list of every ad, how they scored, and what they did right or wrong, check out the\u00a0Official Oxford Road Super Bowl Score Sheet.\u00a0We\u2019d love to hear your thoughts on how your favorite ad scored by replying in the field below.","landing_redirection":""},{"id":1638,"title":"A HOUSE DIVIDED WILL NOT BRAND","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/a18ee0ed-c509-4c1a-9949-41d2658c6f75_photo-1494779185422-5b168b2ec981.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-house-divided-will-not-brand\/","date":"January 30, 2019","description":"By: Dan Granger \n\nSponsors want to avoid unnecessary controversy and not support content that does not agree with their progressive values. But what if sponsoring content you disagree with is not only good for your bottom line but the most progressive thing you can do? Oxford Road Founder & CEO Dan Granger explains in this editorial, reprinted from the original publication in\u00a0The Hill.\nThis time it\u2019s Ben Shapiro. Last time it was Tucker Carlson; before that, it was Laura Ingraham. Then it was Sean Hannity. And so on. Conservatives in the media say something controversial, ushering in an advertiser exodus as sponsors have a moment of clarity, realizing that their values \u201cdo not align.\u201d Like Calm and Quip dropping their sponsorships of Shapiro\u2019s podcast after his March for Life speech.\nWe\u2019ve 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 prosecution, but instead are subject to \u201ccorporate boycotts\u201d at the direction of groups such as Media Matters, Sleeping Giants, and\u00a0MoveOn.org. Today it is subdued, but the song remains the same: Americans in powerful positions attempt to control the speech of other Americans with whom they disagree.\nIt\u2019s time for us to re-examine.\nWhile Michael Jordan may not have exactly said\u00a0\u201cRepublicans buy sneakers, too,\u201d\u00a0it is true nonetheless. In fact, empirically, it\u2019s an understatement. The last five years have given rise to the direct brand revolution with digitally-minded startups disrupting every category, resulting in hundreds of so-called \u201cunicorns\u201d \u2013 privately held companies worth more than $1 billion \u2013 many of whom grew through leveraging the power of conservative media outlets and programs. Ironically, marketers associated with these brands are overwhelmingly liberal but have no interest in taking sides politically.\nDirect brands are data-driven, so when their analytics reveal conservative programming systematically outperforming inoffensive content, they trust the numbers. So brands like Casper, Blue Apron, ZipRecruiter, or 23andMe hold their noses and continue pumping promo codes and vanity URLs into conservative podcasts, talk radio, and even FOX News, thinking to themselves: \u201cI wish I knew how to quit you, Ben Shapiro!\u201d\nIn all this, there is confusion about what sponsorship actually symbolizes.\nWhile conservative programming yields superior results, many marketers abstain from it, for fear of promoting values differing from their own. This is not only faulty thinking; it is dangerous to democracy and a slippery slope. Sponsorship doesn\u2019t mean you share values with talent. It says you wish to share your values with that talent\u2019s audience. Carried to the extreme, identical values as a prerequisite for sponsorship means corporations dictate where free speech is acceptable and where it is not.\nHold on a minute. Do we really want marketers and special interest group agendas dictating what programming lives or dies? Will we pull sponsorships from sporting events because of an athlete\u2019s behavior? What will we do when conservative activists apply likeminded pressure toward liberal talent every time they say something controversial? \u00a0\u00a0\nInstead of connection, Americans are choosing isolation, unaware of the poison that seeps into our echo chambers. Whether FOX News or The Daily Show, hosts with ratings will continue preaching to the choir, shunning all who dare oppose them. Political content is the modern day Western \u2014 good guys wear white hats, bad guys in black. No one bothers to consider the other side. Meanwhile, purpose-driven startups, B-Corps, and blue chips sacrifice millions of relationships with future allies, simply because they disagree with talent.\nControversial events deepen the divide. Brands receive accusatory or challenging tweets\u2014spurred by political advocacy groups\u2014and soon head for the hills losing the leverage they accrued through millions of dollars already spent. Imagine if these brands engaged with talent directly, sharing concerns, challenging positions, and giving them something to consider? If you keep writing the checks, talent will listen. If you don\u2019t, you\u2019re another fair-weather friend who just proves them right\u2014in their own minds. Let\u2019s stop pretending there is righteousness in segregation. As Lincoln, captain of his team of rivals once said, \u201cDo I not destroy my enemies when I make them my friends?\u201d\nWhat do people want today? Unity. Look at the press for examples. George W. Bush passed Michelle Obama a cough drop at McCain\u2019s funeral and made national headlines. Or recall the Clinton-Bush Haiti Fund, founded after the 2010 earthquake; two former competitors turned elder statesmen\u2014Bush 41 and Bill Clinton\u2014raised more than $50 million together while aiding 300,000 Haitians. Over two million individuals and entities stood behind this cause, led by two politicians with every conceivable difference, resulting in a storybook friendship.\nIf history has taught us anything, it\u2019s that you can love anyone. Witness Rush Limbaugh and Elton John\u2014the most uncanny pairing of them all. John not only performed at Rush Limbaugh\u2019s 2010 wedding; the two remain friends today. \u201cI\u2019ve been sober for 24 years now, and one of the best lessons it taught me is to listen,\u201d John said. \u201cWhen it comes to people who might enrage you sometimes, respectful dialogue is the only way\u2026whether you make an impact in one year or 30 years, it doesn\u2019t matter. You have to put your foot in the water and start the process.\u201d\nAmen.\nNow is the time for marketers and business leaders to come out and say it: \u201cI disapprove of what you say, but I will sponsor your right to say it.\u201d\nYour customers and your country seek bravery from brand leaders who are unafraid to work together with people who are different, in pursuit of a united vision for a greater good.","landing_redirection":""},{"id":1695,"title":"Should Your Business Start a Podcast?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/aa961a9d-b382-4c9e-a14b-9be59fb9861c_photo-1554200876-907f9286c2a1.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/by-dan-granger-1\/","date":"January 22, 2019","description":"By: Dan Granger \n\n\u201cHey, maybe we should have our own podcast,\u201d thought every entrepreneur in America at some point over the last 12-36 months.\nAnd why shouldn\u2019t you? Podcasts are a buzzy growth industry\u2014they are cheap to produce, and you can reach nearly everyone on the planet with almost no barriers to entry\u2026 in theory.\nI subscribed to this narrative before launching my agency, Oxford Road, in 2013. In fact, I was working with talented small business owners and executives, helping them stake their claim in this modern-day audio goldrush.\nWe handled production equipment, digital distribution, brought in expert editors, producers of famous radio shows, even sponsors on day one. Everything required to make a podcast successful, right?\nThey all failed. For the same reason, most new ventures fail. People run out of the energy and enthusiasm to push through the dip to will it to succeed. It\u2019s not that the talent was bad, it\u2019s just that they didn\u2019t have the time or energy to make it good. They were all successful running their businesses, and so, however much passion they had to drive this effort ultimately fell by the wayside.\nThat\u2019s why I turned my focus to using podcasts to help brands launch customer growth programs through my ad agency. Helping business people become successful media stars is a much different proposition.\nBack to you. How can you really know if launching your own podcast makes sense? Consider this; there are an estimated 600,000+ different podcasts available on iTunes. The average podcast devotee listens to six different podcasts per week. The growth rate of new shows and investment into new shows appears to be much greater than the growth rate of the podcast listening universe.\nThat means that to reach a new listener, you either have to get someone to listen to podcasts who has avoided the craze thus far or, you need to steal a listener from one of the other shows. Shows produced by the same people who make TV and movies. Shows hosted by people who are professional entertainers, or who have committed their whole career to revolve around a single podcast. This is a big ask, especially for a side hustle.\nThe key question to ask yourself is, \u201cwhat is my ultimate goal?\u201d\nBy what metric will you measure the success of your venture? If you\u2019re thinking of this as a way to make money, forget it. With 600,000 podcasts and annual industry revenue projected somewhere between $300,000,000 and $500,000,000 (Sorry, these numbers are self-reported so there\u2019s no way to prove at time of press) that means the average podcast made less than $10\/week. You\u2019d be better off with a paper route, or perhaps directing those extra hours into your core business.\nSo if you\u2019re not in it for the money, here are some very good reasons to start your own podcast:\n\n1. \u00a0\u00a0\u00a0\u00a0Build Your Rolodex And Industry Relationships\n\nOne of the greatest benefits of a podcast is that it gives you a platform. You have your own show to invite people as guests. That means not only do have a chance to win the ears, hearts and minds of your potential audience, but your guests do too. This is a great chance to have a meaningful conversation with people who might not otherwise have a good reason to take the time to talk.\n\n2. \u00a0\u00a0\u00a0\u00a0Demonstrate Expertise\n\nHopefully, if you\u2019re in the HVAC business, your podcast is not about your thoughts on the President, however unique they may be. Even if no one listens, the fact that you are so dedicated to your field as to take the time on a regular basis to create content around it, so other interested people can learn, demonstrates a real passion and you will get points for participation. Bonus points if you get an audience of any size.\n\n3. \u00a0\u00a0\u00a0\u00a0Love of the Game\n\nEven if you are good, consistent, and committed, the chance of your show becoming something that can take on a life of its own is very small. That means there is beauty in taking on this type of challenge, knowing there may be no direct payback. If you can set aside income, forget building your Rolodex, and ignore the perception of expertise, then you\u2019re probably doing it for the right reason. You\u2019ve got something to say and the market will tell you if anyone wants to hear it. But at least you can try and enjoy the process. The best part is you might just have a better end-product, because you\u2019ve got nothing to lose, and it\u2019s all out of love.\nSo there you have it. If you are looking at it as an ROI tool, there are easier ways to make a living. But if you are inspired by the opportunity and can invest the time and energy without a direct benefit otherwise, then go forth and conquer. The world doesn\u2019t need another podcast, but there\u2019s always room for a person with something to say on a subject where they have value to add.","landing_redirection":""},{"id":1696,"title":"WHY ARE YOU DOING THIS?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4a73ea9d-0a58-4356-b8c2-699d83f1eaaf_photo-1546074177-31bfa593f731.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/why-are-you-doing-this\/","date":"January 8, 2019","description":"By: Dan Granger \n\nIt\u2019s 2019.\nWelcome to a fresh batch of SMART goals, Quarterly Rocks, B.H.A.G.s, OKRs, or whatever business speak us grownups are supposed to call our New Year\u2019s Resolutions.\nUntil you retire or die, you\u2014like me\u2014will be running on a treadmill under an avalanche of emails, calls, Slacks, meetings, assignments, and projects telling us to go faster and do more with less, all while maintaining positivity and collective kaizen.\nIt gets worse.\nNot only is there an endless stream of external expectations from bosses, family, friends, authors, and famous people who\u2019ve \u201cmade it,\u201d the greatest tyrant usually lives in our own minds.\nI am an\u00a0ENTJ, so I make lists and plan Earth-shatteringly ambitious goals for myself then pretend that the world will stop spinning and fall from the Solar System if I miss a spot.\nThe week before the Holidays, I had a full five days without travel to finally \u201cCatch Up.\u201d I was on the phone with my wife at 9:30 pm when, not one, not two, but three different problems invaded my inbox from separate sources all in the space of about five minutes.\nSeeing my challenges compounding no matter how hard, or long I worked, I looked up and said, \u201cWhy am I doing this?\u201d\nIt would be great if there were a formula to make life manageable or roll back the downside of all this great technology we\u2019ve invented so that we could more easily unplug and rest. However, at some point, we have to say, \u201cThis is the business I\u2019ve chosen\u201d and accept it. Grow? Of course. Improve our self-care? Absolutely. Yet if you\u2019re a truly ambitious person, striving to put a dent in the Universe, you just can\u2019t shortcut the work and the struggle to win in a competitive marketplace.\nMy question is\u00a0why?\u00a0Why\u00a0are you doing this?\u00a0Why\u00a0are you working so hard?\nI find we all spend far too much time thinking about\u00a0what\u00a0we are doing, or\u00a0how\u00a0we are doing it, but not nearly enough time exploring\u00a0why\u00a0we are doing any of it in the first place.\nWhenever I\u2019m trying to understand something, I generally think in pie charts.\nCauses, motivations, and forces that contributed to an outcome are rarely singular. I don\u2019t believe in a black and white world where one person does one thing for one reason.\nThen, I name the slices. Here are some examples of the pie slices in your\u00a0why:\n\nTo support your family\nTo protect your team members and their livelihood\nBecause you love the work\nTo make the world a better place\nFor praise, recognition, or connection\nTo buy more things\nTo avoid feeling alone or unneeded\nTo keep a promise you made to yourself or someone else\n\nIn my most recent moment of difficulty, I was able to pause and reflect on my\u00a0why:\u00a0I have a wife and two young daughters; I love the work, (most of the time). I have team members who depend on me\u2014plus, our company is truly on a mission: \u201cTo grow companies worth fighting for with best in market performance at maximum viable scale.\u201d\nThen I thought about the work we are doing with Children\u2019s Hospital. Twelve years ago our daughter, Shae, was born with special needs and life-threatening medical conditions and stayed at Children\u2019s Hospital Los Angeles for six months. The experience was hell on our family, but we were finally able to bring Shae home, where she is now happy, healthy and continues to thrive.\nThe hardest thing about our experience was seeing all the young children who were alone in bed, without parents or nurses available to stay with them. There was no one holding them and giving them the love they needed beyond the medical attention they required. My wife, Ciera, and I vowed that one day we would do something about it. So we launched\u00a0The Koala Corps\u00a0to address this problem.\nEvery month, Oxford Road contributes financially to Children\u2019s Hospital for the Koala Corps\u2014to provide arms to hold every child in need at Children\u2019s Hospital of Los Angeles. We are working with our team and our partners to advance this cause. You can learn more about our story or get involved.\nThat\u2019s all the\u00a0why\u00a0I need to keep pushing through the hard times.\nLet\u2019s be honest. 2019 will probably not be easy for any of us. It might be a great year and we may get closer to our goals while increasing work-life balance, but invariably most of us are signing up for the same level of chaos year after year after year. There will be times of struggle where we all need to dig deep. That is when it is most important to know that we are working for a purpose and, preferably, one that is greater than ourselves.\nSo now I ask again, \u201cWhy are you doing this?\u201d\nIf you aren\u2019t satisfied with your answer, I hope that you will join us. If not, find a cause like the Koala Corps in your life so you always know in your mind why you are working as hard as you do.\nI wish you a deep and lasting purpose in 2019.\nDan","landing_redirection":""},{"id":1706,"title":"THE SIMPLE SECRET TO OFFLINE ATTRIBUTION","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/6e8aa58d-e0a5-4cdc-b536-9d9e3491c740_photo-1519389950473-47ba0277781c.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-simple-secret-to-offline-attribution\/","date":"December 18, 2018","description":"By: Kyle Jelinek \n\nThe famous line,\u00a0\u201cHalf of the money I spend on advertising is wasted, the trouble is I don\u2019t know which half,\u201d spoken a century ago by department store magnate, John Wanamaker, has been quoted so often, it\u2019s become a cliche\u2026\n50 years after men walked the moon, we now have self-driving cars, robots that vacuum, speakers that listen and artificial intelligence powering everything, so why do so many brands struggle to measure the response of their ads?\nWhile digital marketing has helped make it easier to determine what\u2019s working and what\u2019s not; demand generation platforms like Podcast, Radio, and TV continue to leave marketers mystified\u2026but, it shouldn\u2019t. In this week\u2019s Influencer, we will show you how to effectively track media campaigns and scale your efforts quickly and efficiently.\nWith clock-like precision, new advertisers profess, \u201cAt our company, we\u2019re very data-driven. Analytics is everything.\u201d Yet when onboarding a new campaign, getting a company\u2019s full participation and buy-in to take necessary steps for a foundation of proper attribution is like pulling teeth. This is troubling. Without full engagement during the onboarding phase, proper measurement is much harder to achieve post-launch and campaign effectiveness is forever called into question. Some try to get a signal from direct attribution, such as the use of promo codes and vanity URLs, but direct attribution only tells part of the story\u2013usually just ten to thirty percent of the actual impact of the campaign. To truly measure campaign effectiveness, you must determine the campaign\u2019s total conversions, or Return on Ad Spend (ROAS).\nAn advertiser can spend a small fortune on Data Scientists, econometric models, and the like to determine the impact of independent variables (media) on dependent variables (sales, traffic, etc.), but there is a surprising and arguably equally effective way to tease out performance. And, it costs next to nothing to implement.\nThis preferred solution comes in the form of the How Did You Hear About Us Survey (HDYHAU). While the survey is ideally placed as high up in the user funnel as possible, most companies opt to implement it immediately after conversion to ensure an ideal user experience pre-conversion. An email survey to all or part of the new customer base is also an option if the number of weekly conversions is high enough to achieve statistical significance. Either way, without a proper survey in place, it\u2019s a bit of a shot in the dark.\nHere are some best practices for your survey:\nWording:\u00a0How Did You Hear About Us? Include randomized choices to eliminate bias (i.e., Podcast, Radio, Social Media, etc.)\nPlacement:\n1) Intercept: Immediately after the final transaction on the website. We do not want to interfere with any of the points in the funnel before the final transaction and want the survey to be as simple as possible to ensure the highest response rate. Avoid drop-downs or open-entry fields, one-click buttons are best. The less complicated, the better.\n2) Email: If the intercept survey is not possible, a daily post-purchase survey is recommended. Alternatively, weekly and monthly surveys are useful. However, it is important to note that the user recall and response rates will not be as reliable compared to the post-purchase survey emailed same-day.\n3)The survey should be distributed to all purchasers (or signups, if that is your KPI), or to enough randomized customers to gather statistically significant data. Finding your response rates may require some trial and error, before landing on a minimum number of customers to email. Start with all of them, then work your way down as you better understand how many customers are needed to give you the necessary data set.\n4)The survey should be implemented with a minimum two-week window before the start of the campaign to determine a baseline for survey responses. In other words, customers will select channels where you did not advertise and therefore could not have seen or heard you. If you establish a baseline of these false-positives before you launch, your projected results will be much more accurate once the campaign gets rolling.\nHere\u2019s how it works in a nutshell: Let\u2019s say 1.44% of HDYHAU survey respondents select \u201cPodcast.\u201d Assuming 100% of all new conversions would respond similarly, we can extrapolate that podcasts drove approximately 1.44% of\u00a0all\u00a0new conversions. Therefore, we take the 1.44% of survey responses and multiply that by the total number of new subscribers to determine an estimated total number of podcast conversions. Then, we divide the total attributed conversions by the direct conversions (promo codes\/vanity URLs) to establish a multiplier. Here\u2019s a real-world example of the multiplier calculation in action:\n\nOnce the multiplier is calculated, we go back to the directly attributed numbers from the vanity URLs or promo codes and apply the multiplier accordingly.\n\nWith this multiplier methodology, we can calculate with high confidence (an average of 1.03% margin of error), the efficacy of each show and determine areas for optimization and scale. While this methodology is admittedly imperfect, we\u2019ve been able to grow companies from small test budgets to successful offline campaigns generating millions of dollars per month of revenue for many of them. It might feel a bit antiquated, but the HDYHAU remains the most reliable practice available, that is until more credible attribution solutions enter the market.\nEarlier this year, podcast network, Wondery, partnered with Qualia to offer a\u00a0pixel-based model\u00a0that they claim empowers brand marketers to track consumer actions, both online and offline \u2013 at scale and with accuracy. In a recent 3-week test, Wondery worked with an advertiser to measure the difference between its promo-code based methodology and the Qualia pixel and attribution window. Using a 14-day attribution window, Qualia\u2019s cross-device pixel registered 44% more conversions than was previously being attributed from promo code redemptions. Below is a screenshot of their findings.\n\nThe concept is intriguing, and we plan to test their methodology in the coming months. While there is no silver bullet in attribution\u2013anyone telling you otherwise is a bald-faced liar\u2013we will look to corroborate our findings and continue to optimize our own best practices. If deemed useful, we can use this as another data point in calculating campaign performance.\nWhile technology is still trying to solve the attribution issue, we\u2019d argue that the survey is still a must\u2013at least until all media is served digitally. By implementing this proven practice before launch, you can confidently determine campaign performance across the most challenging of media channels. Ultimately, if you\u2019re going into 2019 and still feel like John Wanamaker, not knowing which ads are working, perhaps it\u2019s time to find a new agency.","landing_redirection":""},{"id":1699,"title":"PERSUASION","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/67debf34-5206-4e55-828a-bb9e8a78f331_photo-1573497491208-6b1acb260507.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/persuasion\/","date":"December 11, 2018","description":"By: Stew Redwine \n\nPersuade.\nIt\u2019s what we do here.\nAnd what every other advertiser throughout all history has sought to do; to change a mind, to instill a belief, to evoke an action.\nStrip away everything from the surface of the industry and you get to the \u201cwhy\u201d of advertising. To persuade\u00a0ONE person\u00a0is the lock for which all advertising minds are seeking the key \u2013\u00a0every hour, every minute, every day.\nIt has been two and a half millennia since Aristotle cracked open the mystery of persuasion for us all. In these long years since this truth has not altered.\nThe alchemy of persuasion?\n\u201cEthos,\u201d \u201cPathos,\u201d and \u201cLogos.\u201d\nIn English?\nCredibility, Emotion, and Reason.\nThese are the\u00a0three\u00a0foundational\u00a0pillars of persuasion, and together they provide a fool-proof methodology to achieve something remarkable \u2013 the changing of somebody\u2019s mind.\nConsider this anecdote: there isn\u2019t a parent alive who wouldn\u2019t run into a burning building to save their child crying for help. The source is\u00a0credible, the\u00a0emotion\u00a0is deep, and the\u00a0reasons\u00a0are abundant. \u201cPersuaded\u201d almost isn\u2019t the right word, really\u2026 the parent is\u00a0compelled\u00a0to run into the flames and save their child.\nOur brains love psychological shortcuts \u2013 those quick relays between input and meaning, and, when crafted skillfully, these can be used to inspire customers.\nThe problem with many creative agencies is they produce work that is too subjective, too expensive, and that strays too far away from your business. Your business, after all, is the true hero of your message, and it deserves to be introduced with a loud and clear voice to as wide an audience of consumers as possible, not clouded by weak, ineffective messaging.\nWeak, ineffective messaging is precisely what has happened in the digital sphere. All the targeting and data has led to a bunch of otherwise highly intelligent people out-smarting their common sense. The Internet appears at first glance to be the perfect vehicle for advertising: real-time metrics, SEO, precise targeting, unlimited creative testing, etc\u2026 But, since these new liberties apply to everyone in the industry, users are bombarded with advertisements everytime they go online for any reason. So the question remains: how to engage your customer? Not surprisingly, the answer (\u201ckey\u201d) becomes the oldest play in the book:\nReach\u00a0one\u00a0customer, with the right message, in the right way.\nOver and over.\nThankfully, our clients make it easy on us \u2013 because they each offer great products we personally believe in. Our job, then, becomes simple: tell truth in the most persuasive way possible. As David Ogilvy said,\nTell the truth\u2026 but make it fascinating.\nWhen we speak the Truth to our audience, from a source they trust, with emotive, informative language \u2013 they will take action. Every time. Because we have a formula, and it works. You can eliminate doubt from your success strategy by using our patented Audiolytics\u2122 formula. It is a system that provides an objective approach to messaging, a structural framework for each advertisement, and a diagnostic tool for individual message development to let your product speak for itself. At Oxford Road, we use a binary evaluation methodology, including an expert review of 71 key data points to ensure optimal message design, guaranteeing enhanced performance across the board. Your Audiolytics\u2122 report will show you the score of your current creative asset, as well as\u00a0three critical optimization actions\u00a0to\u00a0guarantee\u00a0improvement in your campaign performance\u00a0TODAY.\nDon\u2019t let yourself or your great product lose a single audience member because of flawed message design. \u201cBig idea\u201d brand messaging is an attractive impulse, sure, but it is also an easy way to let the concrete realities of your business fall through the cracks of your ad campaign. Your audience is ready for\u00a0your\u00a0product or service to change their lives, and they\u2019re ready\u00a0RIGHT NOW. Take advantage of Oxford Road\u2019s Audiolytics\u2122 Formula and you will see a 15-30% performance improvement.\nAre you persuaded?","landing_redirection":""},{"id":1632,"title":"THE RISE OF PODCAST AND WHAT COMES NEXT","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b7c6c67e-a86e-49d6-95c4-d12cbfc058ab_photo-1583127812417-7c06e950a432.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-rise-of-podcast-and-what-comes-next\/","date":"December 5, 2018","description":"By: Dan Granger \n\nThe 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.\n\u00a0\n1 THOUGHT ON \u201cTHE RISE OF PODCAST AND WHAT COMES NEXT\u201d\n\nScott\u00a0says:\nDecember 5, 2018 at 5:17 pm\nFantastic summary and analysis. I\u2019m 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\u2019ll have to find a new way to benefit from the new chaos before Madison Avenue dollars crowd out us brand response guys.\nReply","landing_redirection":""},{"id":1686,"title":"How to Get and Hold Attention","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/d97404b2-2e0c-4678-9f68-89e41a663489_photo-1493612276216-ee3925520721.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/we-here-at-the-influencer-have-long-been-fans-of-roy\/","date":"November 26, 2018","description":"By: Roy Williams Piece \n\nWe, here at The Influencer have long been fans of Roy H. Williams – known by many as The Wizard of Ads. In a recent Monday Morning Memo, Roy (The Wizard) wrote about how to effectively get and hold attention in your advertising. Thanks to Roy for allowing us to share an excerpt with you. Enjoy…\n\nWhen something unexpected happens and it makes no sense, it is confusing.\nTo get a click online is to get attention.\n\nHERE is the post in entirety with all its Wizardness including visuals and if you like what you hear, The Influencer suggests subscribing to the Monday Morning Memo here just as we do by clicking HERE.\u00a0\u00a0\n\nRoy 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.\u00a0 The school is administered by a 9-person\u00a0 independent board of directors.","landing_redirection":""},{"id":1683,"title":"4 Years of OOO Bounceback Emails","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5911e23a-9409-4283-bb48-d6dfd12e3834_photo-1570574849479-0ee510db367c.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/4-years-of-ooo-bounceback-emails\/","date":"November 20, 2018","description":"By: Adam Faughnan \n\nThis year, as in all years, we have many reasons to be thankful. To show our gratitude to you, Dear Reader, we will give you a break from our typical thought leadership content and have a bit of fun. This week\u2019s Influencer features highlights from 4 years of OOO replies from Adam Faughnan, our friend, Credit Karma Marketing Capo, and Reigning International Out-Of -Office reply Champion.. Gobble, Gobble…\u00a0\n\n1) I have died in a tragic ‘swimming while drunk’ pool accident and my body is quickly decomposing in a cheap coffin in Cabo Airport waiting for the flight home (Southwest allows 2 bags or 1 coffin)\n\n2) I have been murdered. Either by the friends that are accompanying me to Cabo (I know their secrets), my wife (life insurance) or evil birds who have suddenly turned evil (Hitchcock left a lasting impression)\n\n3) I end up being moderately busy on Monday catching up and your email response gets pushed to Tuesday. This probably seems like the most plausible.\nDon’t worry. I am still alive. Having barely lost a work weight loss competition by a pound, I am traveling to Ireland where fries are served with every meal. My dad literally eats spaghetti with fries and a few slices of buttered bread once a week. It is a glorious disregard for healthy living for someone who fears death. My sister is getting married in a week and I need to look incredible for wedding pictures after my last sister’s wedding in which I ate my feelings the year before the wedding. And the rest of my siblings lost weight to spite me. They are jealous of my good looks when I am not fat. I will be checking email every 72 hours or so. Well, now I am just lying. I check my email every 15 mins on my phone as my wife and kids will testify. But I only respond to super urgent emails. Unless you can tell me the Irish county I was born in. Then I will respond in minutes. It is nowhere on the Internet so you will have to guess. It is not the most obvious choice so you have a 1 in 10 shot once you rule out the bad accent counties (Cork, Kerry, Galway etc.). \nI will be out of the office until Thursday evening at around 4:22pm. So if you send me a follow up email at 4:23pm on Thursday it is likely I will respond. But I promise I will be brutally honest in my reply. So if you send me a cookie cutter sales email that you have sent to 95 other people today it is a guarantee I will make fun of you. If it is super important, email Jay. If you need his email it is jay.lastname@creditkarma.com. His last name is a medieval siege weapon so keep trying until you guess it.\nI will leave you with a picture of one of my kids showboating at a playground and the other two working on lifetime grudges towards her. \n\nDec 24th–\u00a0 Christmas Eve tradition! Movie and McDonalds. Last Jedi. Hopefully it won’t be a repeat of the Force Awakens where I pick apart the plot holes to a slightly incredulous 5 and 7 year old.\nDec 25th–\u00a0 French themed Christmas dinner. Champagne, steak and caviar. Actually sounds more like a Republican celebration dinner for tax cuts for billionaires.\nDec 26th– Taking the kids on a road trip! To Garberville. Why Garberville? Not too sure. We were deciding between San Diego and Portland and settled on Garberville. Not even sure if it is a real place.\nDec 27th–\u00a0 Driving further north to show the kids snow for the first time. They are expecting snowball fights and snowmen. I am expecting whiny moans and shivering after about 235 seconds.\nDec 28th- 30th–\u00a0 Wrapped in blanket. Sipping wine. Reading books. Crackling fire in the background. We don’t have a working fireplace so will have to download Crackling Fire sounds app.\nDec 31st– New Years Eve! Maintain tradition of being in bed and happily asleep at 9:23pm\nJan 1st- Start planning Q1 media plan.\nHere is how I will feel about your email:\nJuliet (left): Any cold call Sales\/BD email\n\nI will be out of the office until Tuesday Feb 6th. I am going to Boston for my birthday. It was planned well before Tom Brady made his 17th Superbowl (they just call it The Brady Bowl now) but well after Tom Brady left his pregnant girlfriend for a supermodel. So I will have the pleasure of wearing an Eagles jersey underneath a Patriots jersey at a Boston bar. When the Eagles win I plan on tearing the Patriots jersey off like Hulk Hogan, and start flying around the bar like an eagle. So expect me to return to San Francisco looking like my daughter (below). Pretty sure that black eye happened the last time we left her with my in laws so don’t have high expectations. If all my kids are alive coming back I will be happy. If one of them is dead I will be pretty pissed I have to say. Thanksgiving will be awkward af with my relatives. \n\nI will be out of the office until Monday Mar 12th. I will be in New York on business. Like any good comedian, my timing is perfect. My son turned 8 on Tuesday. His birthday party is on Friday. He is is going to a movie with his friends. There will be popcorn. Dinner. Cake. Party bags. It will be the the Ninth Circle of Dante’s Hell and my wife will be doing it solo. By lucky coincidence my father will also be in New York. So I decided to stay an extra night. Pretty sure I will be in purgatory for an extra week thanks to this trip. But I rescued a dying pigeon last week with my kids (90 minute round trip to animal hospital) so it probably evens out. And if God turns out to be a pigeon, I am set for the afterlife.\u00a0\n\nI leave you with a picture of me as Han Solo. If it is an emergency call me at 415-###-####. But it better be the equivalent of the Death Star about to obliterate Tatooine in order for you to make that call. \n\nI will be out of the office until Monday Mar 26th. Heading up to Tahoe. Last weekend it took a friend 10 hours to get there. Another slept in his car. The second I hit two consecutive red lights I am turning around. If it is an emergency you are probably emailing the wrong person because I am in Offline Marketing and unless every TV in America has stopped working I am not going to worry about it. And if every TV in America is out, it means the country is done so maybe stop emailing.\nI will leave you with a badly timed picture of my youngest child. Heat lamp looks like stripper pole. Ink mark looks like tattoo. And I had paid her $1 for cleaning the kitchen and she stuffed it where she could.\n\nI will be out of the office until Friday, May 5th. My wife is a teacher and has been steadily getting more stressed as the college year winds to an end. My kids are getting more annoying with each passing month (middle child just kicked a ball through my window this morning). So I thought now would be a perfect time to organize a work trip to New York. When I return nothing will be different but I will be four days closer to summer break. See below for last year’s Halloween costume where I force my kids into a group themed costume despite desperate pleas to be a monster or a fairy. “You can choose your own costume when I’m dead’ is a common refrain.\nI will be slow in responding to email. You can contact my direct report in my absence. The letters in the full name (random order) are R J A A M Y. The email is first name.lastname@creditkarma.com. If you guess right (one guess only) you may get a response. \n\nI will be out of the office until Monday, May 14th. Although my kids are spoiled, entitled jerks 61% of the time, they are fun enough the rest of the time that I want to spoil them. So I am taking them on a surprise trip to Disneyland! This will probably lead to more entitlement. An Ivy League education. One of them running for President. Me living at the White House. Nuclear war. The melting of the polar ice-caps.\u00a0\nBased on the picture below my girls are ready for:\na) Disneyland!\u00a0\nb) A French Revolution themed theme park where Ilse condemns people to death for not letting her on rides because she is too small\n\nI will be out of the office until Wednesday, July 11th. My sister is getting married in Ireland on an island off the coast of Kerry!\u00a0\nReasons to be excited\nMy sister said that while she would like my kids to be flower girls she would prefer me to ditch kids, not to be a parent and go H.A.M. instead. So that was $3,000 saved and don’t have to have three 40 pound sweaty lumps laying on me for 10 hours.\u00a0\nDespite being happily married I get to talk to my wife for about twelve minutes a day (I play soccer a lot, currently re-watching Friday Night Lights and bathing and putting my kids to sleep is exhausting). Looking forward to some quality time (unless Friday Night Lights is being shown on the plane) with her.\u00a0\nI have a super tight family (just don’t bring up the family WhatsApp group because my wife is still bitter she was excluded from it) and get to see them again.\u00a0\nReasons not to be excited\u00a0\nIreland has a 9% chance of good weather in the Summer. When a Faughnan wedding occurs that drops to 2%.\u00a0\nSmall chance one of my kids gets hurt and I am 3,000 miles away when it happens. Also possible my wife and I die in a car accident (roads are terrifying in Ireland) and my three kids become orphans and get shipped to Ireland to live with my sister where a sad shrine to my memory is erected in the kitchen and my mom forces them to say their prayers every day or else I will never get out of purgatory.\nThe sister who is marrying can be a little bit of a hothead (like me!) and the chances of family drama are moderately high. This might belong in the ‘reasons to be excited’ group as long as it is not me involved (I usually am).\u00a0\nIf you need offline help get in contact with Jay. If you are a salesperson please know I am super cheap. This is my daughter’s face after I insisted she didn’t need a hairdresser and I could do it myself. So keep those CPMs cheap in the proposals.\u00a0\nAdam\n\nI will be out of the office until Thursday, August 9th. Every year my mother-in-law takes her grandchildren to a beach house in Santa Cruz. Previously there was some worries around one of the kids accidentally dying on her watch (she falls asleep watching movies and my kids like to mess with knives). As you can tell from the below picture, child safety has always been a top concern. But after getting assurances that a child death on her watch would result in her immediate suicide, we are leaving for a quick getaway.\u00a0\nI will be in Park City, staying with friends. I will be pretty non-responsive. They tend to eat nothing and drink a lot. On my last vacation with them I started eating in secret and it really brought me back to my fat childhood days of stealing chocolate and eating it, locked in a bathroom. If it is really important please text me. Mark and Jay have the number. If you don’t know who Mark and Jay are, then you are already dead to me.\u00a0\u00a0\u00a0\nIf you happen to have Park City tips please share them. But if you are a salesperson don’t yelp best places in Park City as a way of getting an in. Because I WILL call you and ask you many follow up questions. And if I don’t believe in my soul that you have been at Park City in your life I will ask for flight confirmation proof to verify. And if you can’t verify you have been there, I am going to post to my Linkedin feed that you are a liar and have deception in your heart.\u00a0\nFingers crossed the thin-skinned, small handed monster in charge doesn’t provoke a nuclear war in the next week because I am really looking forward to some down time.\u00a0\n\nI will be out of the office until Monday, September 17th. I will be in New York on business. I foolishly booked this trip oblivious of the fact that it is New York fashion week and hotel rooms have mysteriously doubled in price (might be a mystery, might be supply and demand). I am a good corporate soldier (have stayed in bunk beds before to save $20 a night) and it has been challenging to keep the damage down. My only requirements were walking distance to a good pizza place and no visible rats loitering among the garbage outside. The former is easy. The latter means I will likely have to stay in Connecticut.\u00a0\n\nIf you really need to get a hold of me please text me (415-###-####). Please include your name, title and a story from your childhood that was super embarrassing (I once peed myself in front of friends because I was laughing so hard). I leave you with a picture of my childhood. There is a lot going on here. Why am I wearing an all purple outfit while staring quizzically at my Dad’s receding hairline, knowing that the curse was coming for me too? Why is my older sister wearing that ridiculous top with a nun’s collar? Why is no-one smiling or having a good time? Why did my parents have six kids? If you grew up in Ireland in the 1980s the chances of you having this sponge cake for a birthday was approximately 98.7%.\u00a0\n\n…Thank you Adam!\u00a0 That\u2019s how you do an \u201cOut of Office Reply.\u201d\u00a0 The fact that you have an internet connection and the power is on is reason enough to be thankful.\u00a0\u00a0\n\nHappy Thanksgiving!\u00a0\n\nLove,\u00a0\n\nThe Influencer!","landing_redirection":""},{"id":1687,"title":"Targeting is Overrated - and Overpriced","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b1af51e6-c878-4299-aa1a-af43662a8d87_photo-1577511425081-0ec68e1bd454.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/targeting-is-overrated-and-overpriced\/","date":"November 14, 2018","description":"By: Giles Martin \n\nIn a previous issue, I wrote about the dangers of chasing marketing ROI (link.) To recap, ROI is a function of the denominator. That means it\u2019s much easier to maximize ROI with tiny budgets, which typically mean very tight (digital) targeting. That\u2019s all well and good, and it can make results look great, but the data overwhelmingly suggests that it\u2019s not the way to extract maximum yield from your marketing dollars. (See Binet & Field, Sharp & Romaniuk, etc.)\n\nWe seem to forget how many of the mega-brands that we know today have been built using broadly targeted, mass-reach media. Coke,Nike, and Apple became the brands they are today, in large part because of their ability to project a powerful message into the minds of millions of people, over and over and over again. That is, they built their brands on TV.\u00a0\n\nYou can attempt to build brands on the internet, but the ad formats are terrible.\u00a0 Your options are often tiny mobile banners which accidentally create clicks users don\u2019t want that cost you money, or crappy, uninspiring display banners that have little ability to either connect or message effectively. But wait, there\u2019s video! Agencies love video, it\u2019s great if it\u2019s viewable, in a safe environment, not skipped, and then, if watched for more than 2 seconds, and accurately and faithfully reported. Then there\u2019s the reach\u2026.\n\nAll it now has to do is reach millions of people over and over and over again. Think about it: how many digital video ads have etched themselves into your brain (and your friends\u2019)? Surely a handful, at best? I bet you can remember more ad jingles from the 80s (ok, ok –\u00a0 90s, or 00s)!\u00a0\n\nYes, the targeting and reach of search and social are impressive. But paid social pricing is subservient to the demands of Facebook\u2019s shareholders, and many clients report a decline in effectiveness there in recent quarters. Plus, paid search doesn\u2019t drive demand as much as it harvests it. Truly great marketing drives demand. And demand only meaningfully moves the needle if it rises on a large scale.\u00a0\n\nOne of the standout winners in the IPA\u2019s annual Advertising Effectiveness Awards serves as a great illustration of all the trend in the data. UK insurance company Direct Line Group won the Gold Award for \u2018Best New Learning\u2019 in the 2018 awards. Marketing professor Mark Ritson wrote about the win:\u00a0\n\n\u201cDespite marketers\u2019 ongoing love affair with the new and shiny tools of digital and the ever upward snaking line that represents overall marketing spend on digital display and digital video\u2026. it is abundantly clear that much of that spend is mistaken.\nThat is not to say that all digital is pointless or that it should be excised completely from the mix, just that most marketers have been bamboozled by YouTube and Facebook into spending too much with them.\nBetween 2013 and 2017, DLG substantially reduced its investment in digital display and programmatic online video. The company did this not because of some burning hatred for digital but because it has the kind of advanced analytics and independent thinking that is sorely lacking from most marketing teams.\u201d\n\nThe client (the winner) said: \u201cWe call ourselves digital conservatives, but we are not anti-digital,\u201d DLG concludes in its submission to the IPA: \u201cWe could find compelling evidence for both the long-term and short-term effectiveness of media lines such as TV and Radio. By contrast, our research did not support continued investment in a number of programmatic digital media lines even on a short-term basis.\u201d\n\nWe\u2019re not claiming here that digital is bad. That would be absurd. We\u2019re not anti-digital. The point is that more careful reflection is required on the merits and purpose of individual channels, and their role in achieving overall marketing and business goals. We must evaluate the claimed benefits of these channels with care. \nFor example, the channels we work with at Oxford Road are typically broadly-targeted, high-reach vehicles. We like the idea of targeting, however, and so we approach it methodically.\u00a0 We test and experiment with targeting overlays and different data sets, in order to test the efficacy of different targeting tactics. While targeting can work well, we often find that it\u2019s overpriced; i.e. often the cheaper, broader reach approach still works very well.\n\nImagine that!\n\nThe reality is that data and targeting are a market like any other. If it\u2019s indeed inflated, we expect it to self-adjust over time. In the meantime, Oxford Road will continue to apply the appropriate checks and balances to targeting and reach, ensuring that we put forward outstanding media plans with a methodical approach to evaluating the market.\u00a0","landing_redirection":""},{"id":1698,"title":"Red or Blue, The Midterms Were Green For Advertising","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/f553d433-19ff-42cd-846e-b20abcde4d9f_photo-1540908390241-82158ab62887.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/red-or-blue-the-midterms-were-green-for-advertising\/","date":"November 7, 2018","description":"By: Kyle Jelinek \n\nMost political ads suck. Not just for the obvious reasons, like they talk down to you, are too negative, or don\u2019t feel original in any way. More importantly for how much money is being spent and how passionately most Americans feel about the significance of the outcome, our Audiolytics\u2122 system identifies how much money and opportunity has been wasted in this latest election cycle.\nHowever you feel about the outcome of yesterday\u2019s midterm election, one thing is for clear; this election cycle generated a lot of green for the advertising industry.\u00a0Kantar Media\u00a0estimates $900 million was spent on digital, nearly three times the estimate in 2014, while local cable and broadcast TV alone drove an estimated $3.8 billion (a 40% increase from forecasts during the last midterm).\u00a0\nFor the record, The Influencer is neither red nor blue; it\u2019s black and white. In a recent\u00a0article,\u00a0RollCall.com (which to our knowledge, is about as\u00a0unbiased\u00a0as an internet news site can get) listed what they deemed to be the best and the worst political ads of this midterm season. In this week\u2019s edition of the Influencer, we will break down some of our favorites, and show how even the best of the bunch leave much to be desired, performance-wise.\nRather than discuss any of the candidates\u2019 political agendas, we will evaluate the commercials using Audiolytics\u2122, the Oxford Road tool that scores advertising messaging based on a binary evaluation of 9 core components and 71 subcomponents.\nAs a refresher, here are the 9 main components of Audiolytics\u2122:\nSetup\u00a0\u2013 Did we capture the audience\u2019s attention while identifying the problem solved or opportunity presented?\nValue Prop\u00a0\u2013 What are our solutions and core benefits? \u00a0\nPositioning\u00a0\u2013 What are the alternatives to our solution? Why is our way better?\nDemonstration\u00a0\u2013 How does it work?\nSubstantiation\u00a0\u2013 Why believe us?\nOffer\u00a0\u2013 What extra value will you receive for responding to the ad?\nScarcity\u00a0\u2013 Why is there urgency around making this decision?\nPath\u00a0\u2013 What steps must be taken following the ad?\nExecution\u00a0\u2013 How well did the writing and production of the commercial enhance the elements above?\nAll of the ads we\u2019ve analyzed bombed when measured by Audiolytics\u2122. And for good reason; every one failed to really include\u00a0Offer, Demonstration, Scarcity, or\u00a0Path.\u00a0Obviously, there are key differences between selling a product and a candidate but there could have been a way to creatively utilize the missing components to make every one of these ads perform more effectively.\nUnless you\u2019re Pedro\u00a0from Napoleon Dynamite,\u00a0an\u00a0Offer\u00a0may seem problematic, but consider all the kitchen table conversations and things that keep people up at night, that politicians are allegedly here to help solve; fixing roads, cleaner water, money in your pocket. The potential offers that a campaign can and should drive (with an honest intent to deliver) are endless. Note: That is not a recommendation to fill these ads with empty promises. But rather, clear, meaningful expressions of future value, backed up with specific outcomes that a candidate can achieve through their platform.\nDemonstration\u00a0could have been accomplished by the candidate explaining specifically how they would \u201cget the job done\u201d. \u201cI\u2019ll create jobs by doing \u201cABC\u201d, or \u201cI\u2019ll clean up this town by doing XYZ\u201d \u2013 however they propose fulfilling their promise, Demonstration is a key component of any direct response ad and it\u2019s a major misstep from all of these candidates for not including it. \u00a0\nScarcity\u00a0could mean election day, opportunity cost, or the compounding pain of the status quo. An easy addition of, \u201cElect me before things get worse.\u201d By the way, like Cyber Monday, there is an actual organic deadline built into every one of these messages. The significance of missed opportunity or increased pain if people fail to act by election day is low hanging fruit that each of these candidates could have benefited from.\nPath\u00a0could be a mention of vote by mail, polling locations, or even driving viewers to a specific website to take action.\nSo we\u2019ve shared how every ad here was terrible from an Audiolytics\u2122 perspective and why not a single one beat a score of 51 out of 100. Now let\u2019s talk about what they did right. Here are the ads in no particular order:\nPete Stauber \u2013 Northern Minnesota\u00a0Audiolytics\u2122 Score 44.4\nPete did a lot right in this ad. \u00a0Aside from not being creepy (keep reading) this ad for the Republican congressional candidate from Minnesota hit 4 of the key components of Audiolytics\u2122. In the Setup, Pete gets the family to brag about his past accomplishments to build trust through Substantiation. Then he moves into a solid Value Proposition of getting things done and executes Positioning to show how he will be looking past political party lines. And all of this substance wrapped with a gentle dose of Minnesotan charm. That said, he left a tremendous amount of value on the table. Common in these commercials, as we shall see, but a missed opportunity nonetheless. What is he getting done, exactly? Three simple bullet points as a graphic could l have demonstrated how he proposes to add value to the lives of constituents. Why is this urgent? He also failed to ask for the vote, giving them a path and call to action. It\u2019s not a bad commercial, but it just could have been so much more.\nKatie Hill \u2013 Southern California\u00a0Audiolytics\u2122 Score 44.4\nFirst of all, Katie Hill is a badass. The democratic candidate from our own backyard (Oxford Road\u2019s Creative Director Stew Redwine\u2019s district to be exact) nailed many aspects in the Audiolytics\u2122 framework. The execution was brilliant with Katie scaling an enormous boulder as an analogy of how hard she\u2019s willing to work. The execution aligns well with the Setup that states it\u2019s (climbing the boulder) \u201cnot as hard as running for Congress while corporations are backing the other guys.\u201d The Substantiation is underscored by the fact that this woman is hanging 100ft in the air telling you she will work hard. We believe you, Katie, now please get off of the rock! Like Pete, and really the rest of the ads we\u2019re showcasing today, this badass woman could have had an even more badass campaign spot if she would have included much of the missing key components.\nMatt Rosendale \u2013 Montana\u00a0Audiolytics\u2122 Score 55.5\nThis ad, while embarrassingly calling the Second Amendment (the right to bear arms) \u201cArticle II\u201d (which states how the President is elected), actually scored higher than any other ad in this analysis because it included both Positioning and Substantiation together. Which brings up an important issue \u2013 even if you have a great ad from an Audiolytics\u2122 standpoint, it\u2019s probably best to check your facts before you send it off to the TV stations. Apparently, Matt\u2019s team quickly discovered the error and replaced this ad with a factually correct version. Despite the fact that this ad technically beat all of the others in Audiolytics\u2122, even this gun-waiving candidate with a magical paint-changing pickup truck, could have improved his campaign\u2019s effectiveness had he included every aspect of the proven Audiolytics\u2122 formula.\nDan Helmer \u2013 Virginia\u00a0Audiolytics\u2122 Score 33.3\nThere is a lot wrong with this ad (Mr. Helmer looking like a complete tool, namely). While he probably broke a couple of copyright laws in the creation of his Top Gun themed campaign message, we applaud the creative bravery. The message was clear that he approves of town halls, bad singing, and this message. Unfortunately, Mr. Helmer didn\u2019t make it to yesterday\u2019s election, he was defeated in the June primary after receiving only 12% of the votes. Get \u2018em next time Maverick. A word to the wise for new products and new candidates; don\u2019t get too carried away in your creative, when there are more easily proven formulas to follow.\nThere is much room for improvement in what appears to be a very stagnant and unimaginative space, except for you, sweet Dan Helmer. Perhaps Oxford Road can lend a hand in years to come. Kanye 2020 anyone???\nP.S.\nAt the time of publishing, here is how these ads actually worked:\nPete Stauber \u2013 Northern Minnesota\u00a050.7% WIN\nKatie Hill \u2013 Southern California\u00a051.3% WIN\nMatt Rosendale \u2013 Montana\u00a047.8% Undetermined \u2013 Losing\nDan Helmer \u2013 Virginia\u00a0Crash and Burn","landing_redirection":""},{"id":1697,"title":"HOW RADIO IS EATING THE PODCAST WORLD","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/545c6510-fe9f-403a-8d54-46e7498ffdea_photo-1598743400863-0201c7e1445b.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-radio-is-eating-the-podcast-world\/","date":"October 31, 2018","description":"By: Oxford Road \n\nIn the following\u00a0article\u00a0on Inc.com, Oxford Road Founder & CEO\u00a0Dan Granger shares a bit of the agency\u2019s history and prognosticates on the future of the audio advertising landscape.\nEntrepreneurs\u00a0start their own businesses\u00a0for a number of\u00a0reasons. Some want to work for themselves. Others hope to get wealthy (since starting your own business is the\u00a0only way to get really, really rich.)\nAnd some just want to see if their ideas wil work not just in theory, but in practice.\nPut\u00a0Dan Granger\u00a0of\u00a0Oxford Road\u00a0in that last category. Dan\u00a0worked\u00a0in radio sales for years before he decided to stop pitching ideas to his bosses and start his own company. Oxford Road, a performance marketing company,\u00a0has worked with businesses\u00a0like Lending Tree, Boll and Branch, Quip, Ring, Hello Fresh, Wink, Rent the Runway\u2026 and in the process become an\u00a0Inc. 500 company.\nSo how did he go from successful radio salesperson to successful entrepreneur? And what can you learn about his approach to marketing and advertising that will help you startup succeed?\u00a0Let\u2019s find out.\nOxford Road hit the Inc. 500 within a couple of years. How did you manage to grow that quickly?\nWe did come out of nowhere and go from zero to 100\u00a0in about 30 seconds,\u00a0but that\u2019s not the whole story.\u00a0A lot of people say that becoming an overnight success takes about ten years, and that\u2019s definitely true for me.\nI started as a local radio salesperson for\u00a0ClearChannel, which is now\u00a0iHeart.\nWhat was great about local radio sales was that was you got to function like an ad agency for your client. In fact, I wouldn\u2019t\u00a0work with agencies: I figured it someone was going to mess up a campaign, it should be me.\u00a0I didn\u2019t want to lose an account because of someone else\u2019s mistake.\nWhile I was there\u00a0I\u00a0led the company in direct business with small businesses. When I approached them, every small business owner would say, \u201cI want to spend the\u00a0least we can spend to try this out\u2026 and then, if it works, we\u2019ll spend more.\u201d\u00a0Everyone\u00a0said\u00a0that.\nSo I\u00a0embraced the challenge: How do we make this work, knowing that if we\u2019re successful, the client will gladly spend more?\nOf course there\u2019s\u00a0also risk involved in that approach. You could do a great job, but if the product or service isn\u2019t well received in the market\u2026\nTrue. But that approach also let us turn companies no one had heard of\u00a0into household names. And that\u2019s become our signature move as an ad agency.\nOf course that meant a lot of trips to Silicon Valley and walking into people\u2019s offices saying I wanted to meet with them. That didn\u2019t work so well for a while; one guy even came out and said, \u201cI\u2019ve been in Silicon Valley for 20 years \u2014 no one walks in without an appointment.\u201d (Laughs.)\nBut I kept showing up, kept grinding, managed to work with a\u00a0companies like\u00a0Reputation.com, Ring, new companies in the space that were starting to raise venture capital before everyone started to do that\u2026 and along the way I learned the language, helped companies with attribution and\u00a0creative development\u2026. and in the process\u00a0started to build my own team.\nKeep in mind I was still working for ClearChannel.\nAnd then you saw an opportunity in the emerging podcast industry.\n\u201cPandora for podcast\u201d\u00a0doesn\u2019t sound like a revelation today, but in 2006, it was. So I ambushed\u00a0our CEO and CFO and\u00a0pitched them\u00a0\u201cTalk Radio 2.0.\u201d I had\u00a0a business plan for leveraging the emergence of the podcast industry and capturing\u00a0the magic of Pandora in the spoken-word format.\nThey patted me on the head and sent me to talk to someone else. (Laughs.) He said, \u201cYeah, we\u2019re working on something like that. Thanks for your input.\u201d\nThey didn\u2019t\u00a0think there was enough money in it at the time.\nSo about 5 years later I decided to give it a try, kind of\u00a0on my own. I used my commissions to hire people to expand the\u00a0work I was doing for those businesses. And fortunately\u00a0ClearChannel let me try some of my crazy ideas.\nSo I decided\u00a0to start referring radio business\u00a0to help startups for other businesses, putting them on podcasts even though they weren\u2019t\u00a0affiliated with ClearChannel. I started by doing\u00a0some small tests.\nFor example,\u00a0Adam Corolla was promoting the podcast he had launched\u00a0a year before (which is now wildly\u00a0successful.)\u00a0He was down the hall doing a radio show to promote his show \u2014 basically using terrestrial radio to try to build his podcast audience. I followed him to his car and said, \u201cI\u00a0have a lot of endorsement clients. Can you\u00a0connect\u00a0me with your team?\u201d And I started handing off\u00a0business.\nOne was\u00a0Michael Dubin of Dollar Shave Club. He\u00a0wanted to spend dollar one on advertising; he didn\u2019t have a business at that time, he just had his viral video. Michael had $10,000\u00a0to spend.\u00a0I had a radio proposal, and a podcast proposal for Adam and said, \u201cYou might as well do them both.\u201d\nHe said, \u201cI\u00a0only have money for one.\u201d So\u00a0I picked podcasts, even though I worked in radio.\nAnd it worked fantastically well. We grew our billings from $50k a month in Jan of 2013 to $250k by April. The business was exploding. It was incredible.\nWhy do you think podcast advertising worked so well?\nBasically, the market said, \u201cWe want someone to place advertisers in podcasts\u2026 and we\u2019ll reward them for great performance.\u201d\nThe purpose of advertising is not to express yourself creatively\u00a0but to advance products and services you believe in, and to\u00a0grow their sales. Creativity is only important if it serves that goal.\nUltimately your goal as an ad agency is to help your clients grow their businesses. Do that, and your clients will love you.\nSo how do you go from working for ClearChannel to starting Oxford Road?\nWhen I went to the\u00a0ClearChannel execs, I thoght it would turn into a Jerry Maguire moment. I said, I love you guys, but\u00a0I\u2019m leaving\u2026 and while I do have all these radio clients, if you\u2019ll allow me to service my radio clients and continue managing them on your properties, we can avoid any kind of tug-of-war and actually grow our businesses together.\u201d\nAnd they said yes. Often when\u00a0people leave to start an agency they get into a fight with their previous employer. The employer says, \u201cThese are our clients and you can\u2019t have them.\u201d That didn\u2019t happen in this case.\nAnd that\u00a0let us hit the ground running with around $700k a month or so in revenue on day one of opening the business. We never had to borrow money. I had two full-time employees and we couldn\u2019t keep up with all the work flooding in.\nAll of which raises an extremely important point. When you\u00a0start your own business, try to find a way to keep the relationship with your employer\u00a0positive instead of adversarial. Often there are ways to work together. Find those and it can really help you get your feet on the ground.\nWhich helped you focus not on battling your previous employer but on growing your business.\nAbsolutely. Over the next two\u00a0years we grew at an insane pace. We worked with a Who\u2019s Who of the direct consumer brand community. We did the\u00a0first offline campaigns for Dollar Shave Club, for\u00a0Hulu, for Blue Apron, for Nature Box,for Ring\u2026\u00a0we work with 100 companies, and\u00a0over a dozen of them have become unicorns.\nLet\u2019s talk about your approach to business, and to advertising.\nWe see ourselves as agents of influence.\nWe don\u2019t have a product. We try to figure out who has the best product for the marketplace\u2026 and then figure out how we support them and help them grow in a measurable, persuasive, effective way.\nOur agency has 3 disciplines. We call it\u00a0M3:\u00a0Media, Measurement, and Messaging.\nAt our core we\u2019re an ad agency; we plan and buy media. But\u00a0for an advertiser to be successful, they need three\u00a0legs, and media is just one.\nMeasurement is also\u00a0critical, but it goes well beyond using a promo code in an ad.\u00a0That\u2019s only one\u00a0slice of a big pie. To actually attribute what drives performance, beyond the people that use the promo codes, to measure the\u00a0silent majority responds that doesn\u2019t give you that visibility\u2026\u00a0using our analytics to triangulate to the total response is critical.\nThe third\u00a0is messaging. We\u2019ve developed a trademarked process called Audiolytics, which as\u00a0as I\u2019m aware is most comprehensive way to diagnose and score an ad on how it was built. We assess 9 key components and\u00a0then 71 sub-components below those 9. We read and score every piece of ad copy to understand how it can perform better.\nAdd that all up and we\u2019ll\u00a0bet our fees on head-to-head performance because we know we can drive performance better than anyone.\nYou grew extremely rapidly\u2026 how did you manage that growth?\nPoorly and painfully. (Laughs.)\nWe didn\u2019t\u00a0keep our heads above water \u2014\u00a0we just held our breath. We couldn\u2019t\u00a0hire people fast enough. We had two in-house recruiters working around the clock to bring in more people\u2026 an experience that\u00a0taught me a lot about the downside of fast growth.\nWhen springs pop off the machine and catch on fire and you\u2019re running around with the fire hose, you definitely see the downside. We went through a season of correction where we got to see the natural life cycle of when a startup matures\u2026\u00a0and we couldn\u2019t keep up with that cycle because we hadn\u2019t evolved our capabilities to match that cycle.\nSince you were generating so much money, though, it was \u201ceasy\u201d to just hire more people and hope you could get your heads back above water.\nTrue. So we threw too many bodies at problems. We\u00a0hired too quickly.\nPart of my thesis was that we wanted to\u00a0be the \u201canti-ad agency\u201d\u2026 so I didn\u2019t hire anyone that had ever worked at an ad agency. But when we got into double-digit growth\u00a0I realized maybe it wasn\u2019t all bad to have people around that had done this before. (Laughs.)\nYou don\u2019t want to be like everyone else\u2026\u00a0but if everything you do is contrarian, that means you\u00a0have to learn a lot of lessons that other people have already learned.\nNow we focus on managed growth.\nAnd oddly enough that has helped us understand our clients better.\u00a0The fact we went through rapid growth\u00a0it helps us help companies that are experiencing the same thing.\nThere\u2019s a meaningful difference between being a\u00a0self-funded startup and being VC funded. The \u201crules\u201d are very different. In the beginning I got caught up in our\u00a0rocket ship growth\u2026\u00a0and we were surrounded by other rocket ships\u2026\u00a0and thought I was like them so I was hiring ahead of where we were to get ready for where we were going\u2026\u00a0but if you don\u2019t go through a round and have $10\u00a0million in the bank, you have a lot less cushion. (Laughs.)\nWe had to figure out how we are\u00a0like them\u2026 and yet also how we are different. Which is what every startup has to figure out.\nWorking with a struggling startup is also a lot different than working with a company that has taken off.\nThat\u2019s why we\u2019ve\u00a0evolved to the point\u00a0where we have two groups within our agency to work with clients, both as they start and as they evolve.\nWhen a new company takes off, at some point they\u00a0have to balance performance marketing with long range planning that focuses on brand\u00a0perception, brand\u00a0planning, etc. Plus, a startup that goes through a successful funding round suddenly becomes a very different company.\nSo we broke our team\u00a0into two groups. One takes a startup from 0 to 1.\u00a0The other takes a company from 1\u00a0to\u00a010, or 100, or 1,000\u2026. we\u2019re able to take a business from \u201cWill this this even be a thing?\u201d to \u201cHow do I create a multi-year plan?\u201d\nThe podcast industry obviously gets a lot of attention, but terrestrial radio is still a good business. Where do you see happening\u00a0in the future?\nRadio is eating the podcast world.\nWhen I started my company\u00a0I felt radio was moving too slowly. It wasn\u2019t\u00a0keeping up with the needs of media consumers.\nOver the last few\u00a0years the majors have started to\u00a0focus\u00a0on podcasts,\u00a0and the two formats are starting to merge. Podcasts will\u00a0be a supplement to radio, and the two will be\u00a0complementary in many ways.\nIt\u2019s parallel to some of the companies we\u2019ve worked with. The meal kit companies disrupted grocery shopping; now they\u2019re being distributed in grocery\u00a0stores.\nIn short, what\u2019s old is new. Disruptors are becoming part of the industries they set out to disrupt.\nAnd that\u2019s what we\u2019re seeing in media. Rogue revolutionaries\u00a0created\u00a0a renaissance in audio content, but as radio gets a little younger and hipper and savvier, and podcasts get a little older and more traditional\u2026\u00a0the two become one.\nFor us, and for the people living in the marketing landscape, it\u2019s important to understand that we are dealing with the same people on both sides. It\u2019s not about choosing radio or podcasts: It\u2019s about understanding how the two work a little differently, and leveraging the opportunities that provides.\nWe\u2019ll also see smart speakers change the business. Podcasts came out of iPods, but it\u00a0still took a decade for podcasts to become a \u201cthing.\u201d The same will be true with\u00a0smart speakers. Having speakers that listen to you will change the way we do creative, the way we measure results, the way we interact with customers who can now say, \u201cI\u2019m interested in this product\u201d a lot\u00a0more efficiently than going to your desk and typing in a web address and a coupon code.\nYou\u2019ll just say, \u201cHey, send me the coupon.\u201d Or, \u201cHey, order that product.\u201d\nBut what won\u2019t change is the need to know how an ad will perform, how you can connect with an audience\u2026 and how you can achieve your goals.\nEvery business wants to see better returns. That will\u00a0never\u00a0change.","landing_redirection":""},{"id":1713,"title":"PODCAST COPY EXECUTION 101","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/32741f9e-46bf-4fe9-9f8d-68c35825b812_photo-1567598125860-7201ff8c9e6f.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-copy-execution-101\/","date":"October 24, 2018","description":"By: Kyle Jelinek \n\nA few weeks back we published a piece on\u00a0THE 5 DEADLY SINS OF PODCAST MARKETING. While each of the \u201cdeadly sins\u201d can undermine your success, the greatest misstep we see, or rather hear, marketers committing lays within their creative execution. This is worthy of extra discussion because there is no greater lever you have at your disposal than your creative to make every media dollar work harder and make the difference between a successful and failed campaign.\nWe talk frequently about our Audiolytics\u2122 formula for originating, scoring, and optimizing ad copy. In this week\u2019s Influencer, we will set aside the 71 Sub-Components of Audiolytics\u2122 and focus on the 9th Key Component: \u201cExecution\u201d. A great podcast ad allows you to leverage the uniqueness of the medium for specific best-practices in Execution to maximize the impact of your campaign.\nTo summarize, let\u2019s look at 5 Key Elements of a proper Podcast Execution. They are:\n\nKeep it Short\nDon\u2019t Force Style\nProvide Options\nPersonalize by Genre\nRemember the Burgundy Rule\n\nKeep it Short\nFor the sake of argument, we\u2019re talking about baked-in, host-endorsed reads, not dynamically inserted or producer-read ads. Unlike their radio counterparts, podcast hosts are not generally bound by time-clocks and schedules, and therefore, their reads can go on as long as they want. It seems logical then that you should feed the hosts more copy to read \u2013 wrong!\nSome hosts will go off script, but if you send them a commercial that is longer than is required for a :60-sec ad, you run the risk of the hosts doing the editing for you. Send them copy that would be fine reading verbatim and do everything you can to empower the host to go off-script; the result can be an ad that goes 2-3x longer than contracted.\u00a0LISTEN HERE\u00a0for an example of hosts going above and beyond to deliver a read that\u2019s more than twice as long as promised.\nLonger than expected reads like this are a result of genuine enthusiasm for the product or service which comes from a proper onboarding of the hosts and room for the host to breathe. When possible, ensure hosts have used your product or service. The few dollars you spend in giving the hosts your product or allowing them to try your service for free will return in multiples with their ability to speak freely about your company from a personal perspective.\nThe flexibility to go off script also has potential drawbacks, however. Don\u2019t give the hosts the ultimate say in how your company is portrayed in the ad, instead, provide lane lines. Give the hosts a clear understanding of things they must say in the commercial and those the must not. These rules prohibit the host from going too far in their ad-libbing, ensuring they hit all of the key points you want them to say. \u00a0\u00a0\u00a0\nDon\u2019t Force Style\nForcing style is one of the worst things you can do in your podcast script. Podcast hosts are (usually) professionals and their listeners tune in to hear what they have to say, not what your creative team wants to shove down their throat. Writing copy in \u201cyour\u201d voice often results in a disingenuous read. Don\u2019t use phrasing the hosts wouldn\u2019t say outside of the context of your ad and please, please, I beg of you, never write jokes for comedians. Instead, give the hosts the most important details, establish lane lines, and let them create their own take on how to approach your copy. \u00a0\nHERE\u00a0is an example of a podcast read where the host (Tim Ferriss) had all of the facts needed to go above and beyond to deliver a spot that was in his in his unique voice.\nProvide Options\nDespite the desire to let the hosts come up with a uniquely brilliant way to showcase your business, it\u2019s important to give options to facilitate the process. When writing podcast copy, provide solid body copy that doesn\u2019t change, a call to action that is personalized to their specific vanity URL or promo code, and then offer multiple idea starters. Two to three is usually sufficient to get the hosts thinking about how your business pertains to them and facilitate an excellent read. Even if the host doesn\u2019t elaborate, a pre-approved list of intros will set the tone for the rest of your ad. \u00a0\nHERE\u00a0is an example of Dan Bongino taking an idea starter and running with it for the rest of the read while hitting the major copy points provided.\nPersonalize by Genre\nPodcasts are a niche medium, and the listeners to these shows have a specific reason for downloading the content. Use this to your advantage. If you\u2019re on a finance-focused podcast, have the host talk about how your company can impact their finances. If you\u2019re on a self-improvement podcast, have the host talk about how your product will help improve their lives.\nHERE\u00a0is an example of how Gretchen Rubin of Happier showcased how Boll and Branch can help you get a better night\u2019s sleep, and therefore a happier, more fulfilled life.\nRemember, Some Hosts are Ron Burgundy\nDespite your best efforts in onboarding and encouraging personalization, you will have hosts that will read every word on the page. Worst yet, some will even comment on your copy in real time. Bill Burr is one of the best performing podcasts in the space, but if your message is ambiguous or bogus, he will trash your creative in front of his hundreds of thousands of weekly listeners, in real time. Some advertisers get outraged, but a hosts like Bill Burr is simply giving voice to the inner dialogue of what your audience is probably already thinking. A great example of Bill at his best is from a recent read for the company\u00a0Robin Hood\u00a0(not an Oxford Road client).\nDon\u2019t let this happen to you. When writing podcast copy, make sure every word on the page is clear and that you\u2019re answering questions the intended listener is probably already asking. When a host like Bill Burr reads your ad without making fun of it, you\u2019re winning.\nWhile the proper execution of ad copy is just one facet of a successful podcast campaign, following these best practices for your podcasts creative will have you well on your way; but the work is just beginning. Once your commercial is set and trafficked to the hosts, it\u2019s important to monitor every read. Feedback, both good and bad, are integral to ensuring your podcast campaign is working at its fullest capacity, and hosts are surprisingly happy to implement the recommendations into their next iterations. Not every podcaster will have the unique voice of Tim Ferriss, or the amount of personalization that Dan Bongino provides, but following these steps will ensure even a live-wire host delivers the maximum performance for every ad and makes a key contribution to growing your business.","landing_redirection":""},{"id":1639,"title":"LONG LIVE MEGAPHONE MARKETING: A RANT FROM OXFORD ROAD\u2019S ONLY OXFORD GRAD","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1c3d0f1e-295a-48f3-a4e1-1861ee37a16c_photo-1602189156324-4c5c6c2c02b3.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/long-live-megaphone-marketing-a-rant-from-oxford-roads\/","date":"October 16, 2018","description":"By: Giles Martin \n\nI saw this statement on LinkedIn the other day: \u201cConsumer decisions are no longer influenced by megaphone marketing.\u201d It made me angry enough that now I\u2019m here ranting about it in public. How undignified! Anyway, let\u2019s get on with it!\nIt appears to have been an easy, valid thing to say; so on point; so in tune with the times. So many people have claimed this that I\u2019ve lost count: mass-media doesn\u2019t work; one-to-many doesn\u2019t work; people tune out commercials that aren\u2019t personalized (one of my favorite bogus claims). This all just happens to be completely false (like most things that are in tune with the times)! Perhaps the bigger issue here, which I\u2019ll address in a future piece, is why such falsehoods are not routinely called out in marketing.\nFor now, I\u2019ll acknowledge there is some validity to the point being made, inasmuch as the internet has made extremely precise targeting, and increasingly precise messaging, possible. It\u2019s (supposed to be) more of an intimate, timely, tempting whisper in the ear now. Fine. And social media, specifically, has enabled brands and consumers to have more direct, intimate conversations. Yes, there\u2019s a degree of legitimacy to these points (an overhyped one).\nThat doesn\u2019t mean, however, that a way of marketing that\u2019s worked since the 19th\u00a0century has stopped working. There is ample evidence, from multiple sources, that suggests quite the opposite: that megaphone marketing is still working; in fact, working harder than ever; and that they are really important for success; and that they are even\u00a0essential\u00a0for meaningful, long-term growth (which of course is what marketing is supposed to be about). Where is the actual data that suggests megaphone marketing isn\u2019t working anymore? I don\u2019t believe I\u2019ve seen \u2026.. any.\nPerhaps the source on LinkedIn is making a claim instead, that the way people are influenced is changing. I\u2019d love to see the data behind that statement if, indeed, any exists\u2026 Since the Libet experiments, scientists have repeatedly shown that the brain fires (indicating a decision has been made) hundreds of milliseconds prior to people being consciously aware of any decision. This means that people are influenced \u2013 and decisions are made \u2013 subconsciously. This process is hard-wired into our neurology and has taken millions of years to evolve. It seems unlikely that our shiny new more-precise-targeting-options have changed it.\nThere is an awful lot more that could be said. Mercifully, for you, I\u2019m resisting the temptation to rant at length.\nDavid Ogilvy said: \u201cI cannot think of any other profession which gets by on such a small corpus of knowledge.\u201d We have been talking about data impacting marketing for many years now. Perhaps we need to think more broadly about what that means. Data in marketing is not just about exploiting customers.\nHappily, the tides are turning. Binet & Field continue to demonstrate the primacy of mass media for growth. Sharp and Romaniuk go so far, it seems, as to claim it\u2019s essential. Many of the visionaries in the business are destroying old models of decision-making and action (e.g. Feldwick, Heath, Zaltman). Our own data at Oxford Road repeatedly suggests that targeting is significantly over-valued in the marketplace.\nSo, while there are people actually paying attention to facts and data, there is hope for marketing yet. But blindly following the old rules simply because that\u2019s the sh$t that\u2019s always been done, and spouting forth claims that are baseless and even damaging to business hurt us all. These types of claims and \u2013 perhaps worse \u2013 the utter absence of accountability for them \u2013 are bad for marketers and bad for the companies they represent.","landing_redirection":""},{"id":1694,"title":"RADIO IS EATING THE PODCAST WORLD","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/7d6c807e-adc7-441a-adc6-be81f640705f_photo-1463421585849-6b0acf2c9257.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/radio-is-eating-the-podcast-world\/","date":"October 9, 2018","description":"By: Dan Granger \n\nWhat follows is a repost of an article published yesterday in\u00a0The Drum\u00a0by Oxford Road\u2019s CEO\/Founder Dan Granger. We are pleased to share the article with you in its entirety for this week\u2019s edition of The Influencer. \u00a0\nI left the radio business in 2013. I was working at iHeart, at the time bogged down by the regime change as it transitioned from Clear Channel, run by the Mays Family, then rebranded as iHeart under the new stewardship of Bob Pittman and friends. The world was changing and I felt the dominant radio groups were falling too far behind. I just didn\u2019t have the patience to wait around and see if it would catch back up, given the rate at which new technology was redefining the landscape. Programming on-air was stuck in its ways, on a constant chase for Top 40 content, while the podcast ecosystem was catering to vigilant tribes, starving for someone to speak to them. Only them. Tall towers in big fields, the multi-million dollar sticks that gave radio value, were losing value at an alarming rate, barely worth the price that their broadcasting licenses were printed on. As the internet became ubiquitous, the value of a terrestrial signal diminished proportionately.\nWhen all I could see was decline, I mistook it for a death spiral. A wise friend told me, \u201cThis thing ain\u2019t over. The major players will not go quietly into the night.\u201d I wasn\u2019t so sure.\nWhen we launched\u00a0Oxford Road, we took a strategic position as one of the first agencies to lead with Podcast and radio as a Phase 2 offering. This worked well and fueled our aggressive ascent, even landing us on the\u00a0Inc 500\u00a0and solidifying us as a go-to agency for any D2C performance brand looking to launch into \u201cOffline media\u201d for the first time, starting with the core strength of podcast, and goals that were previously only been achieved through digital.\nMeanwhile, the path radio was on in 2013 truly was untenable. Radio\u2019s sex appeal in the marketing community was waning. Tremendous debt loads were crippling the behemoths that had previously ruled the earth. They were slow on the uptake, podcastically speaking, with terrestrial broadcasters gating their content, most of which were simply radio broadcasts chopped up and pushed onto iTunes. Or worse, they would wall off new content and force listeners to only access them through their particular platform, afraid of losing control over distribution. It was a hot mess. They were missing the renaissance with only Public Radio groups seeming to capitalize in a not-for-profit sort of way.\nToday, things have changed.\nIn the last year, we\u2019ve seen a seismic shift in the industry. CBS Radio was against the ropes until it was acquired by Entercom late last year, now the number two broadcaster in the industry. Westwood One filed for bankruptcy earlier in 2018. Then iHeartRadio, the last great hope for radio also declared bankruptcy in August, finally buckling under the tremendous weight of an 11-Figure pile of debt.\nTo the untrained eye, it would seem that the industry has entered a tailspin.\nThat\u2019s where we need to widen our lens to truly see what\u2019s really going on in front of us.\nI am a native son of Metro Detroit. For a full decade, everyone I grew up with told me how hopeless the city was and that the only good thing for a Detroiter to do was move. The city filed for Chapter 9 in the largest Municipal Bankruptcy in our nation\u2019s history. But you should see it today. Walking through downtown Detroit, through the good work of folks like\u00a0Dan Gilbert,\u00a0the Illich family,\u00a0and many, many others, it\u2019s easy to see this is a city on the come. Places you wouldn\u2019t dare to tread 5 years ago are now clean, safe, and bustling. There\u2019s\u00a0renewed hope and business is happening.\u00a0That\u2019s the thing about bottoming out. Everyone points at the stumble and assumes that the fallen will never rise again. But as most major cities that suffer disasters can attest, from Houston to Nashville, or New Orleans, this type of misfortune allows the things that weren\u2019t working to die, and for hope and a real resurgence toward a fruitful future to take root and blossom.\nRadio is Detroit. And if you don\u2019t believe me, take a look at Entercom\u2019s 45% interest in\u00a0Cadence 13. Hubbard Media\u2019s investment in PodcastOne, Scripps purchase of Midroll. At the IAB Upfronts, Westwood One, who represents the likes of Mark Levin, Jason Stapleton, The Daily Wire, among many others, announces the launch of an\u00a0all-female Podcast network. At the same event, iHeart casually announces the purchase of\u00a0HowStuffWorksNetwork\u00a0for $55 Million. They aren\u2019t even out of bankruptcy yet. Let me say that again, so you appreciate the gravity of it . . . iHeart just purchased the HowStuffWorks network for $55M and THEY AREN\u2019T EVEN OUT OF BANKRUPTCY YET. Stuff was the fifth largest podcast network by downloads. SiriusXM has now purchased Pandora outright as I am editing this article. That\u2019s how fast things are changing.\nThe demand is palpable. Everyone can see that Podcast has legs\u00a0and is rocketing headlong into becoming a multi-billion dollar industry in the next 5-10 years.\nThe radio giants did not go quietly into the night. Quite the contrary. In the last two weeks, I\u2019ve spoken directly with executives at Entercom, Westwood One, and iHeart. They are now in an arms race for on-demand audio content, and do not care if it comes from existing radio talent, launching new podcast talent, or acquiring existing Podcast talent that has already achieved leadership on the charts. Westwood One has emerged from bankruptcy. Entercom is newly empowered as a major player with an appetite to scale into the future. Then there\u2019s\u00a0iHeart.\u00a0The Industry leader is chomping at the bit, soon to emerge from their Chapter 11 bankruptcy and bucking the gates, poised to go on a content tear. Meanwhile, Panoply shuts down its programming arm, in favor of focusing on their tech platform, while BuzzFeed and Audible both close down their podcast creation efforts.\nIn case you have any lingering doubt that radio now dominates the Podcast ecosystem and will for the imaginable future, see the chart below from podcast audience measurement company, Podtrac:\nWith the acquisition of Stuff Media by iHeart, this means that six of the top seven Publishers of Podcasts by streams and downloads are radio companies. Of course, we can\u2019t include New York Times as a radio company, but can we at least acknowledge that the only exception is a newspaper company founded in 1851?\nThe point here is that the major players have reorganized and are capitalized to take much larger bites out of the podcast industry than most people expected. As the Podcast industry matures, it\u2019s riddled with former radio talent (like myself and much of my staff), who are helping this savvy, nascent community grow up into a multi-billion dollar powerhouse.\nThe biggest thing that stood out to me at the IAB Upfronts in NYC this month was the way people dressed. What used to be a pirate radio vibe, with geniuses strutting around in ironic T-Shirts and broadcasting out of garages-turned-studios, has effectively shifted into something eerily familiar. I was at a radio conference. And so it will be going forward. The revolutionaries got it on the map, and now the grown-ups are coming in to learn some new tricks from the kids that got them there, patting them on the head and saying, \u201cThanks kid. We\u2019ll take it from here\u201d.\nHere are my predictions for what you should expect with Podcast under new management:\nThe Good:\n-Inventory Leverage \u2013 Podcast networks have had few if any benefits to buyers, other than fewer points of contact, due to their financial arrangements with talent and severely limited inventory. With radio in the mix, they can support shows that do not deliver expected value by leveraging a mile-wide inventory arsenal.\n-Increased investment into programming \u2013 The radio groups are far better capitalized and will allow great content creators a longer runway to allow good shows to flourish.\n-Increased promotion \u2013 Now show talent doesn\u2019t just have to rely on their Twitter feeds to promote their programming. Shows can get real promotional support and cross-promotions to introduce new audiences to programs they will love, but previously would never have discovered.\n-Standardization in measurement \u2013 We are betting on IAB standards to win the day. In any scenario, expect a Neilson or Neilson-like solution to standardize the metrics by which the industry will measure listenership.\n-Less of a Seller\u2019s Market- Ad inventory will increase and buyers will get more leverage and respect than the new money culture that has been running podcast. Radio people know how to sing for their supper and will create a more buyer-friendly environment\nThe Less Good:\n-A season of chaos- Just when you were starting to get used to how podcast works, we are moving into a wild period of readjustment where radio groups start taking over management of sales and programming. Expect mass confusion, new rules, and the right hand not always knowing what the left hand is doing for a while. Note: There is opportunity within the madness for those who know how to navigate it and leverage for better deal structures.\n-Diminished ad response- Let\u2019s be serious, podcast listeners are special, but when you run 2 minutes of ad inventory per hour, it allows for a more responsive audience. Radio runs as much as 18 minutes of ads per hour (sometimes several ads in each of those minutes). Even if they meet in the middle, expect increased clutter and less value per impression. The industry has largely been built on the backs of e-commerce brands, filled with promo codes and vanity URLs.\n-Performance marketers move to the fringes- Armed with a sales machine, flush with brand buyers, General Interest podcasts, Murder Mysteries, and the like will be the new FM Radio. Rates will go up due to pressure from National Brands, grocery chains, etc. and performance marketers will see steadily diminishing ROI as CPMs go up, not down. This is where the rise of talk radio on podcast will be of increasing value to podcast marketers and explains the success of folks like Ben Shapiro and Jason Stapleton. It\u2019s talk radio for early adopters. As this contingent continues to grow, brands will steer clear as they always have in talk radio, and performance marketers will find a safe haven to make money.\n-More Kool-Aid: Podcast has been creeping into the habit of polishing turds and telling you they are doing you a favor by selling them to you. Radio has been afflicted with this illness for generations and will be fast at work building packages and cramming them down the throats of all who will listen. Buyer beware of new shows promising large ratings and network generated \u201cPackages\u201d.\nFinal Analysis\n1. Don\u2019t underestimate radio. They have won the war, and podcasts will now serve as an on-demand feature. This will become crystal clear in the coming months. The only question is not if it will happen, but how much share will they actually take, leaving only scraps for the independents. It\u2019s been a mom and pop industry, and now we must make way for the titans.\n2. Learn to be ambidextrous in both media types. You have two tracks for listening: Live and On-Demand. It\u2019s always been this way, since records[CB3]\u00a0and VHS tapes were replaced by YouTube, Netflix, and Hulu. Now in radio, terrestrial signals will continue to decline, with streaming and podcasts picking up the difference. Don\u2019t think about \u201cradio strategy\u201d or \u201cpodcast strategy\u201d. Think about \u201caudio strategy\u201d.\n3. Embrace the change. This is only natural. When two industries love each other, they make a promise to be together forever. They come together and new life is formed. Expect this new creation to share traits, both good and bad, with both radio and podcast. This is a good thing because together they can survive and thrive. Radio can still learn from Podcast and Podcast has much to learn from the radio industry. It\u2019s important that you gain expertise in both or are aligned with experts if you want to succeed in either one. Because for brands doing marketing at scale, they will need to work together hand-in-hand.\nIndeed, the Podcast industry will continue to evolve. We are still waiting to see who will be the commercial-free, subscription-based, \u201cNetflix of Podcast\u201d. We are still waiting for standardized audience measurements to implement a universally accepted gold standard. New experiments in \u201cTheater of the mind\u201d will continue to stretch the demographics and re-imagine the idea of what audio programming really means. Don\u2019t even get me started on smart speakers.\nI still support and respect our friends who remain independent or still own the majority of their companies. They remain a healthy counterbalance to the momentum of the industry toward domination by a short list of conglomerates. But let\u2019s be clear: Radio has taken over control and will be running things from here forward. There will always be independents who are fighting the good fight to make great content and this will allow for some degree of balance and accountability with a focus on quality. Let\u2019s accept reality and make friends with it.\nWhen I left radio, my biggest concern was that they weren\u2019t listening, not to the shows, but the needed change they represent. Today, establishment radio professionals have been brought to their knees by the constant chorus of adoration for the burgeoning podcast-first innovators. The old guard is now in a humble place, and are not only listening, they are taking steps to down the path which was beaten by this now matured band of audio rebels. The victories shared by those who started when no one was paying attention, as they cash out one at a time, is very well deserved.\nThe dark night that fell over radio is now a new dawn. I hope you share my enthusiasm for the changes. Please join me in welcoming radio back to the party. We can do wonderful things together for the audio industry, the advertising community, and most importantly, for the public good.","landing_redirection":""},{"id":1704,"title":"IT TAKES A LONG TIME TO TASTE THE FEELING","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/de0b0cd1-d649-4bbf-a0a9-3af72af1f3bb_95cdfeef.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/it-takes-a-long-time-to-taste-the-feeling\/","date":"October 2, 2018","description":"By: Stew Redwine \n\n\u201cPromise, large promise, is the soul of an advertisement.\u201d\n-Samuel Johnson, 1759\n\nTo\u00a0advertise\u00a0is to make a\u00a0promise.\nA promise of\u00a0happiness.\nWhat is\u00a0your\u00a0brands\u2019 promise?\nAnd\u00a0what form does this promise take?\nEvery promise ever made in an advertisement can be placed on a continuum between two poles: the\u00a0material\u00a0and the\u00a0ideal.\nThere are many great ads that work to hammer home\u00a0the material benefit of a product. This is where our\u00a0Audiolytics\u2122\u00a0model comes into play. What is the product for sale? What service does it provide? How much does it cost? How exactly will purchasing it make your life better?\nAll successful brands start here.\nAt the other end of the advertising spectrum is the\u00a0ideal.\u00a0This means a brand has moved on from selling the material benefit of their products and is now focused on communicating\u00a0the philosophy of a brand\u2019s image.\u00a0How will the product make you feel? What does being associated with this brand mean? In what ways can this product connect you to the world?\n\nAt this stage in advertising, no longer are the concrete benefits of the product the focus; now, the product has become a vehicle for\u00a0a set of abstract feelings contained within the brand.\n\nThe\u00a0ideal\u00a0is the promised land of advertising. Every brand wants to get to a place where the ideal can be the focus of their ads.\n\u201cTHE WONDER OF US\u201d\nNever in the history of advertising has the full arc from\u00a0material\u00a0to\u00a0ideal\u00a0been exemplified more successfully than by\u00a0Coca-Cola. The brand is ubiquitous. You would be hard-pressed to travel anywhere in the world where a person hasn\u2019t tasted a Coke, or where the iconic logo isn\u2019t visible somewhere on almost every block. Virtually everyone in the world knows what Coca-Cola is. Therefore, the brand has the freedom to ignore the material reality of what its product\u00a0is, and focus in on the philosophy of what its product\u00a0means.\u00a0Taste\u00a0the\u00a0Feeling.\n\nBut Coca-Cola\u2019s insane global brand presence did not just happen overnight. Some of their earliest ad campaigns and slogans, which date back as far as 1886, advertise Coca-Cola as headache\u00a0medicine and relief for exhaustion. Their tagline was simple and material: \u201cDrink Coca-Cola.\u201d\n\nIt took the brand 20 years before Coca-Cola was ready to branch somewhat into the realm of the\u00a0ideal\u00a0in its messaging. In 1906, 20 years after the brand\u2019s launch, Coca-Cola was advertising itself as \u201cThe Great National Temperance Beverage\u201d as a way to leverage America\u2019s growing cultural distaste for alcohol \u2013 this being 14 years before the beginning of Prohibition.\n\nNot only did this slogan ever-so-subtly align Coca-Cola with the American Zeitgeist surrounding alcohol, but it also positioned itself as the \u201cGreat National\u201d cola drink, thereby associating an abstract feeling of patriotism to the brand. To drink Coke was no longer to cure your headaches and give you energy. All of a sudden,\u00a0to drink Coke was to be an American.\nThrough the 20th century, Coca-Cola went on to experiment with\u00a0scores of slogans\u00a0and ad-campaigns that took the product further and further along the arc toward the ideal. \u201cThe Best Friend That Thirst Ever Had\u201d (1938), \u201cWhat You Want Is a Coke\u201d (1952), \u201cCoke Adds Life\u201d (1976), \u201cYou Can\u2019t Beat the Feeling\u201d (1988), \u201cOpen Happiness\u201d (2009) \u2013 and finally, the current slogan,\u00a0\u201cTaste the Feeling\u201d\u00a0(2016).\nYou can chart over time how far the brand distanced itself from explaining the material benefits of a Coke with their tagline and moved toward communicating the abstract emotions that are contained within the\u00a0concept\u00a0of Coke as a brand. No longer are customers using the commercials to evaluate the pros and cons of a Coke in comparison with other sodas, or any other beverage for that matter. Everyone knows Coke. In 2018, 1.9 billion servings of Coke are consumed every day by people in over 200 countries. They are experiencing a feeling associated with the brand. They are feeling connected to something larger. The reason\u00a0\u201cTaste the Feeling\u201d\u00a0is a meaningful slogan is because it was 130 years in the making.\nTaking your brand to a place where it can communicate the philosophy of its image, as opposed to the material gains of your product or service, is a lofty\u00a0and\u00a0worthy goal. No company gets anywhere without lofty ambitions. However, it is crucial to build the plane right before you start thinking about take-off. So many companies forget this, and in their attempt to recreate the Coca-Cola magic overnight, their message never gets off the ground, or it does and it\u2019s so poorly designed it drops like a rock.\n\nWhat is your product\u2019s promise? Why does it matter? What does it do? And who can it do it for? These remain the critical questions to answer at the beginning of any company\u2019s advertising life. Using Oxford Road\u2019s proprietary messaging framework and design model,\u00a0Audiolytics\u2122, brands are given the tools and structure they need to formulate powerful direct-response messaging that will persuade consumers to take action. A brand is built on its products and people\u2019s relationship with them. The introduction begins with Audiolytics\u2122. It takes years and years of dedication to the\u00a0material,\u00a0for the\u00a0ideal\u00a0to enter the equation. Oxford Road will guide you through each important step of your brand\u2019s promise.\nIt is a seductive siren song that lures all marketers to be the next\u00a0Coca-Cola\u00a0right away\u2026 but it\u2019s much more valuable to put the work in, to build relationships with thousands, perhaps even millions of customers and become the first\u00a0you.","landing_redirection":""},{"id":1635,"title":"The 5 Deadly Sins of Podcast Marketing","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/523a2cff-a1a5-4427-8a96-2d6d1dd3f9de_photo-1593697820826-2e76c9720a99.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-5-deadly-sins-of-podcast-marketing\/","date":"September 18, 2018","description":"By: Kyle Jelinek \n\nYou\u2019re starting to see your digital marketing efforts plateau and it\u2019s time to take the next step. Like a 19th-century pioneer, you set your sites on taming the wild west of Podcast. If you\u2019re like most companies jumping into the space, you\u2019ll either take an internal poll to find your team\u2019s 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\u2019t know yet is that you\u2019ve already committed the first fatal sin in testing Podcast and you\u2019re about to commit several more. Many advertisers come to us and say they\u2019ve tested Podcast but \u201cit didn\u2019t work\u201d. After some digging, we usually uncover they\u2019ve committed one or more (usually more) of the 5 deadly sins of Podcast marketing:\n\nBuying the Wrong Shows\nUsing the Wrong Copy\nNot Properly Onboarding The Hosts\nNot Tracking Airchecks\nOver-Optimizing\n\n\u00a0\n\nBuying the Wrong Shows\n\nI know you love Freakonomics, Serial, and This American Life \u2013 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.\nThe same holds true for podcasts that may seem like a no-brainer for your business or category. It\u2019s logical to think your widget company would see success only on podcasts that talk about widgets, but it\u2019s not necessarily the case. Maybe the the widget podcasts are overpriced or perhaps the reads aren\u2019t engaging, maybe their download numbers are overreported. Whatever the reason, a podcast\u2019s subject is only part of the equation.\nThere are over half a million podcasts available for consumption, and at Oxford Road, we\u2019ve 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\u2019t. 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. \u00a0\u00a0\n\u00a0\n\nUsing the Wrong Copy\n\nMany 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\u2019t! Writing podcast copy is an art. Here are the top five ways to create Podcast copy that will sing:\n1. Keep it Short\u00a0\u2013 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.\n2. Don\u2019t Force Style\u00a0\u2013 Nothing kills the organic nature of podcast reads like force-feeding style into the copy. I\u2019ve seen it countless times: a client adds words and phrases the host wouldn\u2019t 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.\n3. Provide Options\u00a0\u2013 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.\n4. Personalize by Genre\u00a0\u2013 Don\u2019t send the same copy to a sports podcast that you submit to a political podcast. The beauty of the Podcast medium is that they\u2019re 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\u2019re advertising.\n5. Remember, Some Hosts are Ron Burgundys\u00a0\u2013 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\u2019ve 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.\n\u00a0\n\nNot Properly Onboarding The Hosts\n\nA proper onboarding is perhaps one of the most essential components of a successful Podcast campaign, and unfortunately, it\u2019s 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).\n\u00a0\n\nNot Tracking Airchecks\n\nSo you\u2019ve picked the right shows, written copy that will allow the hosts to add their personality, and you\u2019ve spoken to the key players of each podcast to establish lanelines. Now is\u00a0not\u00a0the time to sit back and wait to see how it works. In fact, there\u2019s more work to be done. Because you\u2019ve given the host the latitude to make the ad their own, you have to make sure they\u2019re 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\u2019re 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\u2019s 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.\n\u00a0\n\nOver-Optimizing\n\nNow let\u2019s talk about performance. Don\u2019t be too quick to pull out the red marker and start slashing shows that don\u2019t 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\u2019s 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\u2019s 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 \u2018em and when to fold \u2018em 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.\nThat\u2019s it (not really, but it\u2019s a start). Avoid these five sins and become the next big thing in Podcast. We\u2019ve 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 \u2013 as you scale your business from zero to the promised land.","landing_redirection":""},{"id":1620,"title":"Time to Ditch Marketing ROI?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4f8b961a-e964-4b9e-aaaa-f7adac163a99_photo-1591696205602-2f950c417cb9.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/time-to-ditch-marketing-roi\/","date":"September 11, 2018","description":"By: Giles Martin \n\nThis is an old point, well-made in\u00a0Marketing in the Era of Accountability\u00a0ten years ago, but still one rarely heeded by marketers in the US. So I\u2019m going to make it again (and again) until they start paying attention.\nROI 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\u2019t necessarily the best choice for your business, however.\nHere\u2019s 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?\nThe 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\u2019t meet many people who have a clear understanding of that.\nThis article is not to say ROI isn\u2019t valuable. Of course, it can be. It absolutely should not be, however, the goal of marketing investment nor the key data point.\nSlashing budgets is likely to increase ROI. That doesn\u2019t 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\u2019re narrower, however, these opportunities can also mean lower spend and \u2018artificially\u2019 boosting ROI.\nCritically, all this must be understood in light of what marketing science tells us is\u00a0necessary\u00a0for growth: targeting a broad swath of potential customers (likely including people who haven\u2019t 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%.\nWhen this happens, however, a few factors come together: increasing volume sales is typically not enough \u2013 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 \u2013 not just a high ROI.\nThe bottom line is too much focus on ROI damages long-term growth prospects. Binet & Field, in their\u00a0ongoing excellent work,\u00a0cite increasing short-termism as one of the most significant risks to marketers and companies today.\nThe 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\u2019d be happy to help!\n\u00a0\n*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.","landing_redirection":""},{"id":1609,"title":"Podcasts are Growing, but Should Performance Marketers Celebrate?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/4ad613de-3976-458f-8ace-328f80449695_photo-1525373612132-b3e820b87cea.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcasts-are-growing-but-should-performance-marketers\/","date":"September 5, 2018","description":"By: Grant Mueller \n\nPodcasts 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\u2019ve 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.\u00a0\n\t15% 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\u2019s safe to say that as a media type, podcasts certainly over-index against the highly affluent, closely correlating with that of iOS users.\u00a0\n\tAccording 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.\u00a0\nMany 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\u00a0 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\u2019s an Indeed, and for every Squarespace there\u2019s 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.\u00a0\n\tApple has virtually always been the dominant Podcast distributor to consumers. While authoring the term \u201cPodcast\u201d probably helped, a primary driver is iOS 8. Released in September of 2014, this build of Apple\u2019s 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\u2019t 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.\u00a0\n\tA 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 \u201cdouble worldwide listenership of podcasts overall\u201d. 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.\u00a0\nHypothetically, 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\u2014not 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\u2019ll want to proactively cut CPMs in order to accommodate for the lower audience potency.\u00a0\nPublishers won\u2019t 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\u2019t completely outstrip the audience growth. In other words, don\u2019t panic; publishers will still make more money in terms of gross revenue.\nThis 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\u2019t fairly and rightly accommodate for the mismatch between mainstream, not exceptionally affluent audiences, and discretionary, high priced products. It\u2019s 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.\u00a0\nFor advertisers, it\u2019s 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\u2019s 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.","landing_redirection":""},{"id":1708,"title":"INTENTIONAL INTELLIGENCE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/831f1e54-af12-4405-9361-360a792610d4_photo-1580584126903-c17d41830450.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/intentional-intelligence\/","date":"August 21, 2018","description":"By: Stew Redwine \n\nWith all the hype around A.I. what you, your team, and your customers need is to use\u00a0your\u00a0intelligence with intent.\nWhen I started college, almost 20 years ago, they told me newspapers were DEAD.\nThey ain\u2019t.\nSame with motion pictures.\nAnd Radio?\u00a0Alive and well.\nWe like to believe these things change with cinematic finality. But that\u2019s just not the case.\nWho knows, the AI overlords may even still want to read \u201cAll the News That\u2019s Fit to Print\u201d in 2045.\nThere is no doubt that we are living through a tectonic shift as AI continues to evolve.\nJust a few days ago, an all AI team demolished some of the best players in the world at a\u00a0Dota 2 championship. Part of the reason: the AI team can play 180 years\u2019 worth of games in one day.\nAnd there is this\u00a0creepy video\u00a0of an artificial intelligence, through trial and error, discovering the complex task of rotating a block in its hand in far less time than it would take for humans to program \u2013 you can read more about the ghost in that machine\u00a0here.\nBy creating complex scenarios, AI can cope more effectively with real-world situations. What would your life be like if you could practice 180 years\u2019 worth of real world scenarios in a day? What if an AI could help you experience a million public speaking engagements? Or, experience them itself, and pass the knowledge on to you?\nWe see businesses learning this \u201csupplementation\u201d model today. Take\u00a0Yelp. Yelp outsourced the hard labor of classifying images on a massive scale thanks to AI. This resulted in improved image processing and made the images easier for users to discover.\nGoogle uses data science techniques such as machine-learning and rule-based systems (which isn\u2019t strictly AI) to serve up your search results. It\u2019s simply linking ideas. But it\u2019s doing it at a scale and speed that is beyond human capacity.\nWhen we stop and consider the radio, we recognize that it\u2019s not all going to change overnight. In fact, most of you reading this may spend the rest of your career hearing about the impending AI revolution without experiencing a perceptible shift in your day-to-day.\nEvery parent knows, your child is growing up before your very eyes \u2013 but it\u2019s impossible to notice it all at once. Thinking back on my life, I can\u2019t really remember what it was like before Google. It\u2019s become so integrated into everything that just last night I was working on some creative, searching related ads associated to some industry or historical fact, then got distracted by a Mel Brooks video. It\u2019s marvelous.\nBut AI doesn\u2019t get distracted.\n82% of companies surveyed by\u00a0Accenture\u00a0testified that machine learning helped them find solutions to unsolved problems through data they had not previously been able to tap.\nBecause the AI stayed focused on solving the problem.\nAutodesk\u2019s Project\u00a0Dreamcatcher\u00a0is the next generation of CAD (Computer Aided Design). It generates thousands of designs based on your parameters and objectives. A human can then select the best designs to pursue without having to spend any time generating alternate designs.\nThe AI is focused on its job, generating ideas, and it does not grow tired or weary.\nThen there is\u00a0Boomerang Respondable, using Artificial Intelligence to help you write better, more actionable emails in real time. Based on data from millions of messages, Respondable makes every email you send more effective. The same is true of\u00a0Grammarly, which is kind of like an AI editor.\nNo decision fatigue here and this AI doesn\u2019t have to be \u201cin the zone\u201d to offer recommendations, because it is always in the zone.\nWhat makes the feats of AI so jaw-dropping is\u00a0FOCUS.\nAll the tools in the world don\u2019t matter one whit if you don\u2019t know where to point them. Likewise, they don\u2019t matter if you can\u2019t keep them pointed in the right direction long enough.\nIn preparing for this update, I tried out\u00a0AI Writer\u00a0to see how it stacks up against a human copywriter. I gave it the required inputs and it gave me back a blank box. AI Writer did supply me with references to articles on the chosen subject, but no writing.\nAt Oxford Road we\u2019re making strides with our own tool, the\u00a0Audiolytics\u2122 Copy Generator. Writers receive a set of prompts to guide them in the writing of their advertisement, based on hundreds of millions of dollars of performance data, our proprietary messaging structure, and comparable advertiser\u2019s messaging. The result? You\u2019re given roughly 150 words that can comprise the core of a 60-second ad.\nThink of it as \u201cAI guided mad libs.\u201d We\u2019re not in a rush to go public with technology that isn\u2019t ready, or non-existent. Even though we can\u2019t wait to show the world what we\u2019re working on, I\u2019m reminded of something we used to say back when I was moving around power cables and lighting stands on sets:\n\u201cSlow is smooth and smooth is fast\u201d. \u00a0It\u2019s true.\nSo as to the question of how AI will disrupt everything, there is part of the equation that is absolutely within your control.\nFocus\u00a0YOUR\u00a0intelligence.\nDon\u2019t get so caught up in the buzz around AI, Data Models, Natural Language Processing, and Dark Data that you stop doing your homework.\nIn \u201cThinking Fast and Slow\u201d Daniel Kahneman says \u201cIntelligence is not only the ability to reason; it is also the ability to find relevant material in memory and to deploy attention when needed.\u201d\nThose are some good criteria to gauge whether any intelligence, Artificial or Organic, is focused on the right things.\nAre you and your team already doing these three things with YOUR intelligence?\n\nAre you applying your reason?\nAre you locating all the relevant material?\nAre you focusing your attention?\n\nHow is your reasoning on the next campaign? Have you truly labored over your approach? Have you scoured the Earth, which is ridiculously easy with Google, to FIND all the relevant material to inform the campaign? Are you looking at comparables and competitors? Have you exhausted yourself in searching out as much information as possible?\nAt Oxford Road we\u2019re judged by our\u00a0PERFORMANCE.\nTools like Boomerang, Grammarly, Audiolytics\u2122, and Google sure help, and in the years to come, it will be astounding what can be accomplished with AI.\nFor now,\u00a0intentionally direct YOUR intelligence\u00a0at those three things:\u00a0reason, relevance, and focus.\nBy using intentional intelligence, both individually and organizationally, Artificial Intelligence, in whatever shape it takes, will serve you well.","landing_redirection":""},{"id":1637,"title":"ADVERTISING DURING A RECESSION \u2013 A PREPAREDNESS GUIDE FOR THE GATHERING STORM","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5e65a670-f4f4-4a46-8ced-0d7e30ea3a5c_photo-1423666523292-b458da343f6a.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/advertising-during-a-recession-a-preparedness-guide\/","date":"August 14, 2018","description":"By: Dan Granger \n\nLast week we reposted\u00a0this article\u00a0by Jason Calacanis advising 250+ startups he invested in on how to prepare for and weather an economic downturn. This week, we will look at some potential outcomes, both positive and negative, in this type of environment as it relates to advertising, and offer some tips to help you plan ahead.\nDisclaimer: I in no way pretend to be more qualified in predicting the timing of an economic downturn than your local Ouji board or Magic Eight Ball. What I do know is that the good times will end, and even though I don\u2019t know when I also know that you don\u2019t know either. That is the purpose of this article: To acknowledge its inevitability and to help you stay well prepared for such a downturn.\nFirst things first, you\u2019ll need money for any of this to be relevant. How you do that is between you and your Financiers, but all signs point to the fact that if you don\u2019t have any type of war chest, nothing will matter. You\u2019ll cut everywhere you can, struggle to raise more funding, and have to sit out on any meaningful opportunity to position yourself for long-term gains if you cannot afford to play. Do with that what you will.\nNow when it happens, to whatever extent, make no mistake, your advertising performance will likely suffer. Unless your business model is designed to support those who are struggling financially and have a way to help them avoid hardship or save money, your ads will simply not work as well as they have in a Bull Market. That said, only you can know if your offering is the type that will be harmed by a downturn or if you are solving a problem that allows you to thrive.\u00a0The best available data\u00a0suggests you will see an average decline in Return on Ad Spend between 1.6 and 2.7%. Doesn\u2019t sound too painful, but you don\u2019t want to be the one pulling down the average.\nYou already know that periods of slower economic growth or contraction will thin the herd and send some of your competitors running for the hills, either through hasty exits, closing up shop, or simply hiding under a rock until the storm passes. Herein lies the opportunity. Because others in your category will be operating from a weakened state, those who can continue to spend and even increase spend, will gain market share at accelerated rates beyond what previous marketing efforts were able to achieve.\nMarketing intelligence service WARC provides this visual to demonstrate the correlation between increases in advertising spend and corresponding gains in market share during a recession.\n\nNotice the clear demarcation between those who increase budgets below 20% vs. 20% and above. You will not move from 4% to 18% market share by upping your budget, but a meaningful investment will pay dividends for years to come.\nThis is where the real return on investment occurs.\u00a0Eight decades of observed performance and research\u00a0will testify: as the economy begins picking up again, those who were forced to retreat and contract in their marketing efforts will take years to catch back up. You on the other hand, will have created significant momentum and will have a long runway to leverage your enhanced position and ride the momentum you have created for yourself. The lag benefits or negative effects, depending on how you play it, can last 4-5 years post the recession.\nBottom line: cash will be king more so than it has been during our Bull Market and those who are prepared will be ready to capitalize like never before. If you have the money, here is what you can do before and during a downturn to position yourself for success:\n1. Test everything now: while your budgets may increase, you will probably increase your risk aversion for testing new channels. To prepare for this, and reduce the risk of optimizing yourself out of existence, now is the time to gather as much data as possible about how channels perform. This will help you make your wartime plan more reliable because you\u2019ve already decoded the market during the good times.\n\u00a02. Make friends with remnant: right now, clearance may be a priority. Media networks coast to coast are talking about \u201csold out inventory\u201d and the intense demand they are experiencing. This will change, and good ol\u2019 remnant media will come back into fashion like acid washed jeans. Start dabbling now so you\u2019re ready to crank it up as inventory becomes available and Managers of said inventory become suddenly more flexible.\n3. Restructure your deals: when people start to panic and fickle advertisers start to bail, this is the time to call your partners. Assure them that you are in it for the long haul, but negotiate reduced costs so that you can maintain your consistency throughout the tough times.\n4. Focus on value messaging: you might be able to hook people today by focusing on luxury, convenience, and fancy new features, but these points will take a back seat when Middle America needs to tighten the purse strings. Make sure your brand has a story to tell about the relative value of your product, compared to alternative offerings.\n5. Get serious about performance: you might have a Brand Manager working to soft-sell you into brand acceptability, or enjoy the fun of less measurable channels like Outdoor. But when the storm comes, it\u2019s going to be time to put the brand study on hold and focus on your old friends: CAC and ROAS. That means disciplined measurement, media, and messaging. Every word and every cell of every plan needs to sell.\n6. Lock up turf-war media talent. While the competition is running scared, you can grab all of the endorsements that they have abandoned, or never bought, and probably for a lower cost and commitment than all those times when inventory was tight.\n\u00a07. Negotiate exclusivities and FROR to block your competitors when things pick up. They will have to get your permission before they can enter or re-enter channels that you will now occupy if you are a serious enough player during the hard times. On this, know that the people who control the inventory at established media channels always remember who their friends were when times got tough. It\u2019s good to show loyalty where you can justify it. This will pay you back in preferential treatment in the long run.\n8. Consider your brand positioning strategy when there is a chance to leapfrog your competitor(s),\u00a0with a little help from this article.\n9. Proceed with caution on promotions so as not to cheapen your product, but know when to\u00a0bring out the bargain hunters\u00a0in the right way.\nThat\u2019s enough for now. Our position at Oxford Road is that the purpose of advertising is to sell products and services. As such, we tend to behave like we\u2019re in a recession, even as we thunder upward toward the top of the market. Now is the time for you to do the same, and build the disciplines into your marketing practices that will serve you well when the hard times come. Though we hope this downturn will wait another ten years, whenever it comes, we can all be ready.","landing_redirection":""},{"id":1701,"title":"THIS IS YOUR CAPTAIN SPEAKING, I\u2019M TURNING ON THE FASTEN SEAT BELT SIGN","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/529839d3-a7d8-420c-a966-e1ea99bc196d_photo-1478272798175-3e553cc43e67.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-is-your-captain-speaking-im-turning-on-the-fasten\/","date":"August 7, 2018","description":"By: Dan Granger \n\nSome say it\u2019s almost over. In fact, Fortune had a sobering piece on\u00a0July 19th\u00a0forecasting the end of the bull market. What follows here is the text of an email sent by Jason Calacanis to the Founders of 250+ companies he\u2019s invested in concerning what happens to startups when a market corrects and then collapses. Deep thanks to Jason for allowing us to share. Subscribe to his newsletter\u00a0here. Next week, I\u2019ll share some more tactical advice on what this means for your advertising plans. Hopefully, you won\u2019t need it for another decade, but just in case.\nOnward,\nDan\n\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\n\nFriends,\nThis past weekend, I sent the email below to the 250+ founders I\u2019ve invested in. The goal of this email was to prepare my founders for what happens to startups when a market corrects and then collapses.\nI\u2019m not calling a top to the market, or a crash, but rather giving my founders \u00a0a blueprint of how to survive and thrive in a down market.\nI hope this is helpful to you as well. Feel free to forward it to a founder you know, as they might not be thinking about these issues.\nBest,\nJason\nJason@calacanis.com\n[ Click to Tweet:\u00a0https:\/\/ctt.ac\/84ceF\u00a0]\n\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\nWe are in year 10 of the current\u00a0bull market.\nChaos reigns from Washington to Moscow and all of you are all competing for attention for customers and talent with an unprecedented number of highly-skilled founders running impressive businesses.\nHaving seen this movie up close three times in my startup career, I wanted to take a moment to explain to you what happens to startups when markets correct \u2014 and sometimes collapse.\nIn short, I want to explain to you how to avoid having your startup die when the stock market crashes \u2014 just in case the market turns.\nIn my estimation there is a 20-30% chance we could have \u201can event\u201d in the near term (the next two years), and since there is never a bad time to make long-term plans you should read this email twice, and discuss it with your senior team.\nThere is zero cost to taking this information dead seriously, and there is a massive downside to ignoring what follows: the \u201crisk of ruin\u201d (as we call it in gambling).\nParadoxically, there is a MASSIVE opportunity to build in a down market.\nAs I\u2019ve told many of you over the years: \u201cfortunes are built in the down market, and collected in the up market.\u201d\nRHYMING HISTORY\nThe last couple of major \u201cevents\u201d included the Great Recession (caused by real estate shenanigans), 9\/11 (caused by terrorism) and the dot com bust (caused by irrational exuberance & financial shenanigans).\nTwo out of the last three were financial shenanigans, which is to be expected. Today we have cryptocurrency, monetary policy, trade policy and student debt leading the list of financial shenanigans that could cause the next correction\/collapse.\nIn the Black Swan, non-financial event category we could list Russia, North Korea, China, Pakistan, Iran, domestic political unrest and the Mueller investigation as market busters.\nThese type of events can result in stock market corrections (a 20%+ retreat in prices according to most definitions).\nWhen the stock markets corrects, most of the time it simply bounces back, but sometimes a contagion will occur and it will impact everyone from hedge funds to angels, and the venture capitalists and seed funds in between.\nWhen things go really bad, all asset classes tend to go the same direction: down. No one is spared the pain, but the degree to which the pain is distributed can be very different (i.e. bonds, domestic stocks, international stocks and real estate).\nThe winners are those with massive cash positions they are willing to deploy.\nAgain, sometimes the correction is just that \u2014 and it has no impact on startups.\nNo one knows!\nWhat we can do is look at what has happened in the past. Here is a basic rundown of what happens in the case of \u201can event\u201d:\n1. Event occurs (Black Swan or anticipated)\n2. Stocks sell off, a series of head fakes occur around recovery, selling continues until a bottoming out.\n3. Venture Capitalists decide not to make capital calls to their Limited Partners, sometimes as a courtesy, other times the result of a directive. They know their LPs have been heavily impacted by the market collapse and don\u2019t want to stress them more.\n4. Fight to qualify: Portfolio companies that are profitable have opportunity to get additional funding to deploy in the down market to capture market shares.\n5. Portfolio companies that are close to profitability are forced to take a haircut on financing rounds \u2014 if they can even get them (think down rounds, warrants and multiple liquidation preferences).\n6. Struggling portfolio companies are left to figure it out for themselves.\n7. Seed Rounds Plummet: New startups will get funded at half to 1\/3rd the price of similar companies the year before (i.e. $2-5m compared to $4-15m today).\n8. Costs to acquire customers (ads), talented employees and M&A all plummet \u2014 allowing the strong and well-funded to become unstoppable (think Netflix, Google, Facebook and Amazon).\nAfter a crash, the stock market tends to recover in a couple of quarters (think three to six).\nThe startup market, however, lags two or three years behind the public market recovery because angels and LPs who lost all their money will swing from being greedy to fearful.\nRight now we are at Peak Greed, with investors in unicorns, real estate and public markets all excited to deploy capital.\nAfter the Great Recession, these same high net worth decision makers were figuring out how to rent or sell their second homes, deal with having to fly commercial again and downsize their domestic staffs.\nIt takes years for these high net-worth decision makers and stewards of capital to regain their confidence \u2014 years that 80% of startups don\u2019t have.\nWhen high net-worth investors (HNIs) clean up their personal balance sheets and deal with the horror of losing half their chip stack, they will invest in your crazy vision again \u2014 but most founders will be out of business by that time.\n\nIf you take the advice outlined below, you will be able not only to survive a crash, but even to take market share through it.\nStep One: Imagine that \u2018the event\u201d occurred today; ask yourself the following questions:\n1. Am I at, or can I get to, profitability on the money I have?\n2. Am I in the top 1\/3rd of my investors\u2019 portfolio?\n3. Are my customers loyal enough to keep consuming my product in a down market?\nIf you answered yes to all three questions above, congratulations you\u2019re crushing it!\nGo raise \u201copportunistic money\u201d from your existing investors at a good or great price \u2014 they will be happy to own more of your company and help you cement your win.\nIf you answered yes to one or two of these questions, congratulations, you\u2019re doing good work!\nGo raise money from your existing or other investors at an OK or good price \u2014 they will be happy to own more of your company and see you get to the point of answering \u201cyes\u201d to all three questions.\nIf you didn\u2019t answer yes to any of these questions, you\u2019re either very early (reasonable), haven\u2019t found true product-market fit yet (reasonable) or you\u2019re not a good founder (why are you doing this instead of working for someone else?).\nIf the reason you didn\u2019t answer yes to any of the questions is you\u2019re early and trying to find product-market fit, go raise enough money from almost anyone (no judgments), so you have 18 months of runway and you can figure it out.\nIf you\u2019re reading this and have the feeling that you\u2019re not cut out to be a founder, now is a fine time to merge your company with another founder and startup you highly respect and go kick-ass on someone else\u2019s management team. (Of course, most folks are not self-aware to understand this.)\nBottom line: In almost all of the cases above, my advice is to build a war chest of capital so that you can deploy it in the down market.\nIn all of these cases, you want to raise from the best investors you can at the best price you can, but what you should not do is risk having less than 18+ months of runway in your bank account.\nHOW TO WIN THE DOWN MARKET\nIf we do enter a down market, and you have 18-36 months of capital in the bank, you will be able to capitalize on the following:\n1. Attention: Consumers and businesses will have fewer people asking them to try their products. This means it will be easier to get sales meetings and consumer trials.\n2. Lower Costs: You can literally go to all your vendors and ask them to give you a 50% discount and watch most of them offer to keep you as a customer at a lower price!\n3. More Talent: As startups shutter and big companies do rounds of layoffs, you\u2019ll be able to find talented people at reasonable prices \u2014 go get \u2018em!\n4. Marketing: The cost of marketing will plummet as demand dries up. Think about, if you\u2019re a CEO and the market crashes, do you want to spend $30,000 a month for a billboard on the 101 freeway? No, you want to put that money toward customer acquisition. But what if you could get five billboards for $30,000 and that resulted in a great ROI? Well, then that\u2019s what you\u2019d do!\nDown markets are wonderfully quiet and efficient times for well funded startups.\nIf you\u2019ve gotten this far, what I am imploring you to do is \u201ctop off\u201d your funding. There is little downside to topping off, and there is a significant (perhaps 10-30% chance) risk of ruin if you don\u2019t.\nThere is, of course, the possibility that we will have the longest bull market in history, with another decade of \u201cup and to the right\u201d in all markets!\nIn that case, well, we will all be fabulously wealthy and we can all consider this a monotonous, while virtuous, fire drill.\nAnd, in that case, you will still be glad you built your company on the premise that not a single dollar of future capital is a sure thing.\nBest,\nJason\n\nPS \u2013 Back in the day, Sequoia Capital sent me a similar warning. It was amazing advice for startups in their community, which became relentlessly focused on delighting customers and finding repeatable, high-margin, business models.\n\nSequoia Capital on startups and the economic downturn\u00a0from\u00a0Eric Eldon\nJason Calacanis is a technology entrepreneur, angel investor, and the host of the popular weekly podcast \u201cThis Week in Startups\u201d. The founder of a series of conferences that bring entrepreneurs together with potential investors, he was a \u201cscout\u201d for top-tier Silicon Valley venture capital firm Sequoia Capital and frequently appears in the media. He lives in San Francisco, California.","landing_redirection":""},{"id":1622,"title":"WARNING: DO NOT ENGAGE WITH ENGAGEMENT","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/595d18c0-92bc-47fb-a6fe-0acf83adbcef_photo-1521791136064-7986c2920216.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/warning-do-not-engage-with-engagement\/","date":"July 31, 2018","description":"By: Giles Martin \n\nDecades of data analysis have revealed that\u00a0purchase activity is fundamentally the same\u00a0in all types of markets, categories and geographies.1\u00a0\nSo 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 \u2013 or perhaps rather evolutionary \u2013 in the world of marketing.\nThese patterns are represented by the NBD-Dirichlet model as developed by\u00a0Andrew 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\u2019t much matter because the point is precisely this:\u00a0to all intents and purposes this applies across all categories at all times and in all places.\n\u00a0\n\nThe 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).\nWhat\u2019s interesting to me is how the Dirichlet applies to your brand\u2019s social properties: it applies in reverse. If you look at a brand\u2019s 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\u00a0heavy users of a brand are less valuable advertising targets\u00a0(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\u2019s a not-very-useful platform for growing your business.\nThe same principle may apply to \u2018engagement,\u2019 i.e. it may follow a reverse-NBD distribution. The hypothesis is:\u00a0people 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.\nEven if this hypothesis is false, it\u2019s arguably a moot point anyway:\u00a0only a tiny fraction of customers or potential customers are likely to ever \u2018engage\u2019 with the brand3, limiting the efficacy of \u2018engagement\u2019 as a tactic in the first place. So, as with owned social,\u00a0\u201cengagement\u201d efforts are often a complete waste of time.\nWhen it comes to earned social, things seem like they might be different. \u201cSure, I want free media!\u201d, you say, \u201cFor, there must be tons of value to be had!\u201d Alas, the truth is that\u00a0meaningful earned media driven by social sharing is the\u00a0vast\u00a0exception to the rule4. (So the next time your creative agency starts talking about dropping a \u2018culture bomb\u2019 into the social-sphere, nod and smile, and start tiptoeing backwards out of the room).\nThe truth about social media is that it works well if you pay for it. Sorry everybody: that just makes it \u2018media.\u2019\nThe industry\u2019s fascination with engagement and social are regrettable but familiar examples of marketers:\na) failing to maintain the right focus (i.e. selling product, acquiring customers, driving traffic)\nand\nb) jumping into fads and trends without asking common-sense questions first.\nUnderpinning 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.\n\u00a0\nFootnotes:\n1\u00a0https:\/\/www.marketingscience.info\/\n2\u00a0https:\/\/bit.ly\/2LGtJho\n3\u00a0http:\/\/adage.com\/article\/digital\/study-1-facebook-fans-engage-brands\/232351\/\n4\u00a0https:\/\/www.bookdepository.com\/Viral-Marketing-Karen-Nelson-Field\/9780195527988","landing_redirection":""},{"id":1626,"title":"VANILLA ICE AND THE THREE LITTLE PIGS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/bee62b31-fc26-4296-9156-48ca9d7f05c6_photo-1591871987673-f1513e38493b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/vanilla-ice-and-the-three-little-pigs\/","date":"July 24, 2018","description":"By: Kyle Jelinek \n\nWhen you\u2019re in a crowded marketplace, it\u2019s imperative to stand out from the competition \u2013 even if you\u2019re\u00a0not\u00a0dramatically different than them. In today\u2019s creative breakdown, we use Audiolytics\u2122 to evaluate podcast ads from three companies in the recruitment space: ZipRecruiter, Indeed, and LinkedIn.\nI liken our three advertisements to The Three Little pigs. One advertiser is doing what\u2019s right by differentiating itself from the pack. Explaining the difference between the other two is like\u00a0Vanilla Ice explaining the difference between\u00a0Ice Ice Baby\u00a0and\u00a0Under Pressure.\nAs a refresher, Audiolytics\u2122 is Oxford Road\u2019s proprietary tool that evaluates advertising creative using 9 main components and over 70 sub-components. The 9 main Audiolytics\u2122 components are:\nSetup\u00a0\u2013 What is the problem they are solving? Who are they solving it for?\nValue Prop\u00a0\u2013 What is the solution? What is the \u201cBig Claim\u201d?\nPositioning\u00a0\u2013 What is the alternative to the solution? Why is this better?\nDemonstration\u00a0\u2013 How does it work?\nSubstantiation\u00a0\u2013 Why believe in the advertiser?\nOffer\u00a0\u2013 What does the potential customer get immediately if they respond?\nScarcity\u00a0\u2013 How long is the \u201cOffer\u201d available? What happens if they wait?\nPath\u00a0\u2013 How does the listener respond to what they\u2019re selling?\nExecution\u00a0\u2013 How does the advertiser approach the ad?\n\u00a0\nBelow is the Audiolytics\u2122 analysis on each of the three recruitment ads.\n\u00a0\nIndeed \u2013\u00a0Business Unusual \u00a0\u2013\u00a0INDEED\nAudiolytics Score: 79.8%\nPiggy Number one is Indeed\u2019s advertisement on Shark Tank\u2019s Barbara Corcoran\u2019s podcast,\u00a0Business as Usual. While Barbara\u2019s delivery is far from good, from an Audiolytics\u2122 perspective the spot is also lacking. Most of the key components are present, though they are somewhat out of order with\u00a0Substantiation\u00a0coming before\u00a0Demonstration. There is an\u00a0Offer, but it is unclear how valuable $50 off really is given this particular service. And there is no\u00a0Scarcity\u00a0to the\u00a0Offer\u00a0\u2013 why should the listener act now? The\u00a0Path\u00a0is repeated 2x instead of 3x (the Audiolytics\u2122 standard). And while the host does \u201cpersonally\u201d 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\u00a0joie de vivre.\nZipRecruiter \u2013\u00a0Something You Should Know \u2013\u00a0ZIPRECRUITER\nScore: 87.3%\nPiggy number two, ZipRecruiter, is one of podcast\u2019s largest advertisers. The spot we\u2019ve evaluated is from the\u00a0Something You Should Know\u00a0podcast. 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\u2122 Certified status by having the host add in a statement like \u201cI use Ziprecruiter, and you should too\u201d or \u201cI personally recommend Ziprecruiter\u201d. But the big misses here are\u00a0Scarcity\u00a0for the\u00a0Offer (why should the listener go RIGHT NOW?) as well as\u00a0Positioning. Listening to this ad on the heels of the Indeed ad from\u00a0Business 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\u2019re almost indistinguishable.\u00a0 See Vanilla Ice\u2019s\u00a0clip\u00a0if you haven\u2019t yet done so.\nLinkedIn \u2013\u00a0Star Talk \u2013 \u00a0LINKEDIN\nScore: 85.6%\nPiggy 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, \u201cI use this, and you should too.\u201d There is no\u00a0Scarcity\u00a0to the\u00a0Offer, and like the Indeed ad, it\u2019s 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 \u2013 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.\n\u00a0\nBottom Line:\nIn a space like recruitment \u2013 or any space, for that matter \u2013 it doesn\u2019t pay to sound like everyone else. Yes, these ads have reasonable Audiolytics\u2122 scores, but what about their potency? What is the\u00a0Substantiation\u00a0that ZipRecruiter can bring that neither of the other two can? What is the\u00a0Demonstration\u00a0of Indeed\u2019s product that shines a light on the truly distinct aspect of their service? What\u2019s 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\u2019s easy to think that this is the time for \u201cBig Ideas\u201d, 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\u2019s NOT, why would anyone want to part with their money for it?\nSo little piggy, are you going to build a house that stands out from the pack \u2013 one that that can withstand the huffs and puffs of a saturated marketplace? While each advertiser in this week\u2019s 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\u2019t 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\u00a0ding,\u00a0ding,\u00a0ding,\u00a0ding-a-ding-ding\u2019s.","landing_redirection":""},{"id":1610,"title":"It\u2019s Time to Change the Way We Think About Video","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5a673db3-b0ac-4cbd-85ab-43275228e26d_photo-1493804714600-6edb1cd93080.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/its-time-to-change-the-way-we-think-about-video1\/","date":"July 13, 2018","description":"By: Stew Redwine \n\nStop making such a big deal out of VIDEO.\nYou\u2019re NOT Steven Spielberg.\nYour video ad is NOT being judged like Disney\u2019s next tentpole release.\nVideos have never been easier to consume or produce.\nSo do it. And test it. Learn something and improve.\nEasy to Consume:\nOn 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.\nEasy to Produce:\nWhen the company Mesh Canvas turned to Fiverr for ad creation, they found Luminous Studios \u2014 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.\nBut we get freaked out. Especially if you\u2019re 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\u2019s at the moment when we start talking TV that previously uninterested people come stampeding in with their \u201cexpertise\u201d. Board Members, long lost friends who are TV producers, the Brand Manager\u2019s mom. The stakes somehow go up exponentially, but they shouldn\u2019t. It\u2019s just a video.\u00a0\nVisual advertising is nothing new. The word itself comes directly from Latin. When Caesar said, \u201cI came, I saw, I conquered\u201d, he was using one form of the word video\u2014vidi. To see. Approximately 1,000 years ago a visual advertisement from China\u2019s Song Dynasty boasted of \u201chigh-quality steel rods\u201d and \u201cfine-quality needles\u201d in the form of a copper printing plate that made posters. We\u2019ve 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\u2019t long after the television was invented that the first TV ad came to be \u2014 a commercial for Bulova watches in 1941 that cost only $9 to produce.\n75 plus years later, little has changed.\nAnd 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.\nWith all these screens, what is an advertiser to do?\nOxford Road\u2019s recommendation is to GET YOUR MESSAGE RIGHT first. It doesn\u2019t matter how you say it until you have something to say. Once you\u2019ve dialed your message in with Audiolytics\u2122, and have clear performance goals, we can take your message from digital to podcast, radio, and on to screens. Don\u2019t let video intimidate you, you\u2019re NOT making Lawrence of Arabia and you DON\u2019T have to spend six figures to learn something meaningful.\nWith 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\u2019s 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.\u00a0\nConsider the keyboard I\u2019m using to write this and compare it to Gutenberg\u2019s printing press. It\u2019s 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\u2019ll find digital marketers with video experience. In the field of AI, even IBM\u2019s 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?\nThere are more screens and more ways to make things for screens than ever before.\nStart making more.","landing_redirection":""},{"id":1588,"title":"IT\u2019S TIME TO CHANGE THE WAY WE THINK ABOUT VIDEO","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/45ac38ea-9c0d-4180-9e0b-39c94c74404c_photo-1595039838779-f3780873afdd.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/its-time-to-change-the-way-we-think-about-video\/","date":"July 10, 2018","description":"By: Stew Redwine \n\nStop making such a\u00a0big deal\u00a0out of VIDEO.\nYou\u2019re NOT Steven Spielberg.\nYour video ad is NOT being judged like Disney\u2019s next tentpole release.\nVideos have never been easier to consume\u00a0or\u00a0produce.\nSo do it. And test it. Learn something and improve.\nEasy to Consume:\nOn YouTube,\u00a0we consume 500 million hours worth of video every day. Videos have even begun to supplant product images on Amazon, with some\u00a090% of shoppers reporting\u00a0that watching a product video helps them make a purchasing decision.\nEasy to Produce:\nWhen the company Mesh Canvas turned to Fiverr for ad creation, they found\u00a0Luminous Studios\u00a0\u2014 a company that previously worked in production for Google and Polaroid. And\u00a0the internet is replete with tools\u00a0to help you make your own video for little or no money.\nBut we get freaked out.\u00a0Especially if you\u2019re 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\u2019s at the moment when we start talking TV that\u00a0previously uninterested\u00a0people come stampeding in with their \u201cexpertise\u201d. Board Members, long lost friends who are TV producers, the Brand Manager\u2019s mom. The stakes somehow go up exponentially, but they shouldn\u2019t. It\u2019s just a video.\nVisual advertising is nothing new. The word itself comes directly from Latin. When Caesar said, \u201cI came, I saw, I conquered\u201d, he was using one form of the word video\u2014vidi. To see. Approximately 1,000 years ago\u00a0a visual advertisement from China\u2019s Song Dynasty\u00a0boasted of \u201chigh-quality steel rods\u201d and \u201cfine-quality needles\u201d in the form of a copper printing plate that made posters. We\u2019ve been using imagery to sell for a long time. It wasn\u2019t long after the television was invented that the first TV ad came to be \u2014\u00a0a commercial for Bulova watches in 1941\u00a0that 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.\u00a0\nThanks 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:\u00a0Instagram 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.\u00a0According 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.\nWith all these screens, what is an advertiser to do?\nOxford Road\u2019s recommendation is to GET YOUR MESSAGE\u00a0RIGHT\u00a0first.\u00a0It doesn\u2019t matter how you say it until you have something to say. Once you\u2019ve dialed your message in with Audiolytics\u2122,\u00a0and have clear performance goals, we can take your message from digital to podcast, radio, and on to screens. Don\u2019t let video intimidate you, you\u2019re NOT making Lawrence of Arabia and you DON\u2019T have to spend six figures to learn something meaningful.\nWith 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\u2019s worked on digital and test it! The way to look at\u00a0testing OTT & VOD is like testing another show on your podcast plan.\u00a0For 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.\nConsider the keyboard I\u2019m using to write this and compare it to Gutenberg\u2019s printing press. It\u2019s 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\u2019ll find digital marketers with video experience. In the field of AI, even\u00a0IBM\u2019s 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.\u00a0Imagine what Roy and Walt would have done with an iPhone X when they first moved to Hollywood?\nThere are more screens and more ways to make things for screens than ever before.\nStart making\u00a0more.\nLet\u00a0Oxford Road\u00a0help you test some video TODAY.","landing_redirection":""},{"id":1627,"title":"OUR FOUNDING LETTER","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/74b1bde0-6495-4f78-a8e8-5863dab66310_photo-1450101499163-c8848c66ca85.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-founding-letter\/","date":"July 3, 2018","description":"By: Dan Granger \n\nForward:\u00a0Oxford Road was born on the 4th of July, 2013. What follows is a gently updated document referred to as our, \u201cFounding Letter\u201d.\u00a0This 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 \u201cUnicorns\u201d 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\u2122 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.\nThank 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.\n-Dan\n\u00a0\nFOUNDING LETTER\nWRITTEN BY DAN GRANGER\nJULY 4, 2013\n\u00a0\n\u201cThe secret to career happiness is to get paid to do that thing that made you weird as a kid.\u201d\nNot sure who said it, but I really like that one.\nEvery business is in some way, a fractal of its founder. So it\u2019s good you should know a bit about me.\nI 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\u2019s actions, but for its ability to cause them. Small wonder I fell into advertising.\nMy 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.\nI built some relationships on that street that are standing strong today. To me, that\u2019s 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\u2019 customers. Our ability to connect with our clients\u2019 customers is the real measure of the value we bring.\nOur 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.\nWe believe firmly in accountability. Don\u2019t judge us by Cost Per Point. Don\u2019t count how many sporting events we take you to or big nights on the town. You won\u2019t be impressed. Our job is to get you more customers at a price you can afford, over and over again. We don\u2019t 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.\nWe 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.\nWhen it comes to your product or service, we subscribe to Ogilvy\u2019s \u201cWe sell or else\u201d philosophy. And we don\u2019t offer transparency in advertising performance as a suggestion. We demand it. Hold us accountable and watch what we do.\nAs 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\u2019re going to do things differently here.\nOxford Road is a path. We want your business to benefit from our quirks, our scars, and our character.\nI hope you\u2019ll take a stroll with us.\nSincerely,\nDan Granger\nCEO & Founder","landing_redirection":""},{"id":1631,"title":"THE BIRTH ORDER THEORY FOR BRAND POSITIONING, PARTS I & II","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/de203742-8be2-4792-9236-741bb20e09e0_photo-1537655780520-1e392ead81f2.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-birth-order-theory-for-brand-positioning-parts\/","date":"June 29, 2018","description":"By: Dan Granger \n\nWHY?\nOut of the 25 first astronauts in space, 23 were First-born; the remaining two were only children.\nWHY?\nMost of the great comedians from Chaplin to DeGeneres are the youngest siblings in their families.\nWHY?\nMiddle children often report feeling neglected, scorned.\nWHY?\nFirst-born siblings frequently suffer back and neck pain as a result of their constant striving for perfection.\nThe idea that character traits and behaviors are heavily influenced by birth order was set forth over one hundred years ago by Austrian Psychotherapist,\u00a0Alfred 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\u00a0The Birth Order Book: Why You Are Who You Are, by Dr. Kevin Leman.\nI 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.\n\u201cIf they were drowning to death, I\u2019d put a hose in their mouth,\u201d is credited to Ray Kroc, speaking of his business rivals.\nYou may feel differently about competition, but for your safety and survival in the world of business, let\u2019s assume someone somewhere might feel this way that about you.\nThe story is as old as Cain and Abel, long before we had Sun Tzu\u2019s war methods to adapt to corporate strategy.\nMuch 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\u00a0Ries & Trout,\u00a022 Immutable Laws of Marketing,\u00a0Positioning: The Battle for your Mind, or\u00a0Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, by Adam Morgan.\nBirth 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.\nHowever dark, we can look to nature for the true application of our premise. See\u00a0Siblicide in Humans and Other Species, by Catherine A. Salmon.\n\u201cSibling 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.\u201d\nWhether you prefer to look at instances of siblicide in nature or the softer\u00a0Birth Order Book\u00a0by Leman,\u00a0Birth Order Theory is nature\u2019s guide to brand positioning.\nFor our application to brand positioning, here are a few key definitions, taken from Leman\u2019s text:\nFirst-Born\n\u201cFirst-borns bask in their parents\u2019 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.\nAs the leader of the pack, First-borns often tend to be: Reliable, Conscientious, Structured, Cautious, Controlling, Achievers.\u201d\nMiddle Child\n\u201cThe middle child often feels left out and a sense of, \u2018Well, I\u2019m not the oldest. I\u2019m not the youngest. Who am I?\u2019 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.\nIn general, middle children tend to possess the following characteristics: People-pleasers, Somewhat rebellious, Thrives on friendships, Has large social circle, Peacemaker.\u201d\nLast-Born\n\u201cYoungest children tend to be the most free-spirited due to their parents\u2019 increasingly laissez-faire attitude towards parenting the second (or third, or fourth, or fifth\u2026) time around.\nThe baby of the family tends to be: Fun-loving, Uncomplicated, Manipulative, Outgoing, Attention-seeker, Self-centered.\u201d\nFor 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.\nFor our working theory, we will only concern ourselves with two groups:\n1. First-born\n2. Last-born\nIf you are the market leader, we will operate under the assumption that you are a First-born.\nIf you are anything other than the market leader, we will operate under the assumption that you are a Last-born.\nThe 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 \u201cBranching-Off Effect.\u201d\nThe Branching-Off Effect\n\u201cWhen talking about the Middle Child, the most critical factor is the branching-off effect that is always at work in the family. This principle says the Second-born will be most directly influenced by the First-born, the Third-born, will be most influenced by the Second-born, and so on. By \u2018Influenced,\u2019 I simply mean that each child looks above, sizes up the older sibling, and patterns his life according to what he sees.\nThe Second-born has the First-born for his role model, and as he watches the First-born in action, the Second-born develops a style of life of his own. Because the older brother or sister is usually stronger, smarter, and obviously bigger, the Second-born typically shoots off in another direction. If, however, he senses he can compete with his older sibling, he may do so. If he competes successfully enough, you can have a role reversal, something we discussed earlier in the variables of birth order.\nAny time a Second-born child enters the family, his lifestyle is determined by his perception of his older sibling. The Second-born may be a pleaser or an antagonizer. He may become a victim or a martyr. He may become a manipulator or controller. Any number of lifestyles can appear, but they all play off the First-born. The general conclusion of all research studies done on birth order is that Second-borns will probably be somewhat the opposite of First-borns.\u201d\nLet us get to business. If you are first to market, or currently are winning your category by market share, you are a First-born. Market share is more significant than the time of entry. So if your competitor was established ten years before you, but you occupy the dominant seat in your category, the mantle falls to you to act as First-born with all of its responsibilities. As such, your brand identity should exhibit qualities such as a First-born in any family: Responsible, Strong, Mature, Organized, Leader.\nIf you are anything but first, you must position yourself accordingly, as a Last-born, whether you are second, third, fourth, or fifth, against the first as you climb the ranks to their level. Your brand identity should include qualities such as Enjoyable, Cool, Clever, Flamboyant, Independent.\nThe annals of marketing history have been filled with endless case studies demonstrating the Birth Order Theory at play, to the point where it is nearly self-evident.\nSome painfully obvious and much-publicized illustrations of the point:\nMicrosoft (First-born) vs. Apple (Last-born)\nRecall the significance of the \u201cGet a Mac\u201d campaign that ran from 2006 to 2009. Is there a more clear example of a responsible First-born sibling diligently trying to finish their homework to maintain straight A\u2019s, while the bratty little brother taunts and jabs him, showing superiority by being cool and witty? This approach was the rock that slew Goliath and helped Apple own the challenger brand position, which propelled them up the path to become the most highly valued company in the world. In 2006, this Last-born strategy was a perfect position. Today, as their valuation rockets towards $1 Trillion, you\u2019re not seeing the same brand giving the finger to authority. Now they are the establishment and taking on a striking resemblance to a First-born brand.\nCoke (First-born) vs. Pepsi (Last-born)\nCan you imagine Pepsi utilizing happy polar bears or associating with Santa? Do you think the Coca-Cola company would have ever discussed using a Kardashian family member in a TV commercial? Go back a few short decades and consider the moxie of the Pepsi Challenge. Typical behavior for the little cub to challenge big brother to an arm-wrestling match to show off just how strong he has become. Meanwhile, Coke continues to take the high road, time after time. If Pepsi is MTV, Coke is ABC. Faithfully playing their First-born position has served the Coca-Cola company well, allowing them to win the Cola Wars and maintain market share dominance through global sales volume more than 130 years after being introduced.\nStarbucks (First-born) vs. Dunkin\u2019 Donuts (Last-born)\nThe birth order dynamic has been fiercely at play between these two giants of java. Before you dismiss Dunkin\u2019 as a donut company and not a competitor to Starbucks, take a look at the logo\u2013 a coffee cup, not a donut. Also, consider their CEO\u2019s proclamation, \u201cWe are a beverage company.\u201d What makes this relationship unique is the role reversal that took place through Starbucks branching-off. Consider the founding of these two companies: Dunkin\u2019 in 1950, a 21-year old at the birth of Starbucks in 1971. Witnessing the brand positioning of Dunkin\u2019, recall the goofball schtick from the 1980s, \u201cTime to make the donuts.\u201d At the time, this made sense as Dunkin\u2019 was attacking the established grocery chains, playing the challenger brand. As a category leader of places to stop for morning coffee, they forgot to act like a First-born. Enter Howard Schultz and the ascent of Starbucks. Few brands could take themselves more seriously, even forcing customers to speak what Dunkin\u2019 mockingly called, \u201cFritallian.\u201d For years they would not reduce themselves to traditional ad campaigns used by the rest of the world. Dunkin\u2019 became your slovenly but sweet uncle who can\u2019t hold down a job. Starbucks became your strict but world-conquering father, who frequently has to bail out his little brother. In other words, a vacuum existed in the category. So rather than have two competitors acting like a Last-born, Starbucks behaved like a First-born and the market share followed with it. Today, the older, sillier Dunkin\u2019 has a market cap hovering below $6 Billion, compared to Starbucks\u2019 $84+ Billion. Dunkin\u2019 now leans into their position as the family youngster, not wholly responsible, but always down for a good time. The difference is that, based on the numbers, this has become the right position to play.\nThe key to making the Birth Order Theory work for your business is as simple as a glance around your dining room table.\nConsider your market position and look to the leader. Are they living out the traits of a First-born? Are they strong and responsible? Are they clever and cool? Whatever position they occupy, your job is to branch-off and play the opposite position. If they are a leader and failing to act like it, you must act like it for them. If you are the leader, make sure you don\u2019t let anyone down. All of human history has shown that the world is on your shoulders. If you were a Last-born and your methods propel you to occupying the top spot, then it\u2019s time to grow up.\nThe family\u2019s future now depends on you. Know thyself and play your position.\nFor help along the way,\u00a0Oxford Road is here.","landing_redirection":""},{"id":1712,"title":"THE BIRTH ORDER THEORY FOR BRAND POSITIONING, PART II","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/de203742-8be2-4792-9236-741bb20e09e0_photo-1537655780520-1e392ead81f2.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-birth-order-theory-for-brand-positioning-part1\/","date":"June 21, 2018","description":"By: Dan Granger \n\nTo read Part I on Birth Order Theory, click\u00a0here.\nThe Branching-Off Effect\n\u201cWhen talking about the middle child, the most critical factor is the branching-off effect that is always at work in the family. This principle says the Second-born will be most directly influenced by the First-born, the third-born, will be most influenced by the Second-born, and so on. By \u2018Influenced,\u2019 I simply mean that each child looks above, sizes up the older sibling, and patterns his life according to what he sees.\nThe Second-born has the First-born for his role model, and as he watches the First-born in action, the Second-born develops a style of life of his own. Because the older brother or sister is usually stronger, smarter, and obviously bigger, the Second-born typically shoots off in another direction. If, however, he senses he can compete with his older sibling, he may do so. If he competes successfully enough, you can have a role reversal, something we discussed earlier in the variables of birth order.\nAny time a Second-born child enters the family, his lifestyle is determined by his perception of his older sibling. The Second-born may be a pleaser or an antagonizer. He may become a victim or a martyr. He may become a manipulator or controller. Any number of lifestyles can appear, but they all play off the First-born. The general conclusion of all research studies done on birth order is that Second-borns will probably be somewhat the opposite of First-borns.\u201d\nLet us get to business. If you are first to market, or currently are winning your category by market share, you are a First-born. Market share is more significant than the time of entry. So if your competitor was established ten years before you, but you occupy the dominant seat in your category, the mantle falls to you to act as First-born with all of its responsibilities. As such, your brand identity should exhibit qualities such as a First-born in any family: Responsible, Strong, Mature, Organized, Leader.\nIf you are anything but first, you must position yourself accordingly, as a Last-born, whether you are second, third, fourth, or fifth, against the first as you climb the ranks to their level. Your brand identity should include qualities such as Enjoyable, Cool, Clever, Flamboyant, Independent.\nThe annals of marketing history have been filled with endless case studies demonstrating the Birth Order Theory at play, to the point where it is nearly self-evident.\nSome painfully obvious and much-publicized illustrations of the point:\nMicrosoft (First-born) vs. Apple (Last-born)\nRecall the significance of the \u201cGet a Mac\u201d campaign that ran from 2006 to 2009. Is there a more clear example of a responsible First-born sibling diligently trying to finish their homework to maintain straight A\u2019s, while the bratty little brother taunts and jabs him, showing superiority by being cool and witty? This approach was the rock that slew Goliath and helped Apple own the challenger brand position, which propelled them up the path to become the most highly valued company in the world. In 2006, this Last-born strategy was a perfect position. Today, as their valuation rockets towards $1 Trillion, you\u2019re not seeing the same brand giving the finger to authority. Now they are the establishment and taking on a striking resemblance to a First-born brand.\nCoke (First-born) vs. Pepsi (Last-born)\nCan you imagine Pepsi utilizing happy polar bears or associating with Santa? Do you think the Coca-Cola company would have ever discussed using a Kardashian family member in a TV commercial? Go back a few short decades and consider the moxie of the Pepsi Challenge. Typical behavior for the little cub to challenge big brother to an arm-wrestling match to show off just how strong he has become. Meanwhile, Coke continues to take the high road, time after time. If Pepsi is MTV, Coke is ABC. Faithfully playing their First-born position has served the Coca-Cola company well, allowing them to win the Cola Wars and maintain market share dominance through global sales volume more than 130 years after being introduced.\nStarbucks (First-born) vs. Dunkin\u2019 Donuts (Last-born)\nThe birth order dynamic has been fiercely at play between these two giants of java. Before you dismiss Dunkin\u2019 as a donut company and not a competitor to Starbucks, take a look at the logo\u2013 a coffee cup, not a donut. Also, consider their CEO\u2019s proclamation, \u201cWe are a beverage company.\u201d What makes this relationship unique is the role reversal that took place through Starbucks branching-off. Consider the founding of these two companies: Dunkin\u2019 in 1950, a 21-year old at the birth of Starbucks in 1971. Witnessing the brand positioning of Dunkin\u2019, recall the goofball schtick from the 1980s, \u201cTime to make the donuts.\u201d At the time, this made sense as Dunkin\u2019 was attacking the established grocery chains, playing the challenger brand. As a category leader of places to stop for morning coffee, they forgot to act like a First-born. Enter Howard Schultz and the ascent of Starbucks. Few brands could take themselves more seriously, even forcing customers to speak what Dunkin\u2019 mockingly called, \u201cFritallian.\u201d For years they would not reduce themselves to traditional ad campaigns used by the rest of the world. Dunkin\u2019 became your slovenly but sweet uncle who can\u2019t hold down a job. Starbucks became your strict but world-conquering father, who frequently has to bail out his little brother. In other words, a vacuum existed in the category. So rather than have two competitors acting like a Last-born, Starbucks behaved like a First-born and the market share followed with it. Today, the older, sillier Dunkin\u2019 has a market cap hovering below $6 Billion, compared to Starbucks\u2019 $84+ Billion. Dunkin\u2019 now leans into their position as the family youngster, not wholly responsible, but always down for a good time. The difference is that, based on the numbers, this has become the right position to play.\nThe key to making the Birth Order Theory work for your business is as simple as a glance around your dining room table.\nConsider your market position and look to the leader. Are they living out the traits of a First-born? Are they strong and responsible? Are they clever and cool? Whatever position they occupy, your job is to branch-off and play the opposite position. If they are a leader and failing to act like it, you must act like it for them. If you are the leader, make sure you don\u2019t let anyone down. All of human history has shown that the world is on your shoulders. If you were a Last-born and your methods propel you to occupying the top spot, then it\u2019s time to grow up.\nThe family\u2019s future now depends on you. Know thyself and play your position.\nFor help along the way,\u00a0Oxford Road is here.","landing_redirection":""},{"id":1625,"title":"THE BIRTH ORDER THEORY FOR BRAND POSITIONING, PART I","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/de203742-8be2-4792-9236-741bb20e09e0_photo-1537655780520-1e392ead81f2.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-birth-order-theory-for-brand-positioning-part\/","date":"June 21, 2018","description":"By: Dan Granger \n\nWHY?\nOut of the 25 first astronauts in space, 23 were First-born; the remaining two were only children.\nWHY?\nMost of the great comedians from Chaplin to DeGeneres are the youngest siblings in their families.\nWHY?\nMiddle children often report feeling neglected, scorned.\nWHY?\nFirst-born siblings frequently suffer back and neck pain as a result of their constant striving for perfection.\nThe idea that character traits and behaviors are heavily influenced by birth order was set forth over one hundred years ago by Austrian Psychotherapist,\u00a0Alfred 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\u00a0The Birth Order Book: Why You Are Who You Are, by Dr. Kevin Leman.\nI 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.\n\u201cIf they were drowning to death, I\u2019d put a hose in their mouth,\u201d is credited to Ray Kroc, speaking of his business rivals.\nYou may feel differently about competition, but for your safety and survival in the world of business, let\u2019s assume someone somewhere might feel this way that about you.\nThe story is as old as Cain and Abel, long before we had Sun Tzu\u2019s war methods to adapt to corporate strategy.\nMuch 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\u00a0Ries & Trout,\u00a022 Immutable Laws of Marketing,\u00a0Positioning: The Battle for your Mind, or\u00a0Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, by Adam Morgan.\nBirth 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.\nHowever dark, we can look to nature for the true application of our premise. See\u00a0Siblicide in Humans and Other Species, by Catherine A. Salmon.\n\n\u201cSibling 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.\u201d\n\nWhether you prefer to look at instances of siblicide in nature or the softer\u00a0Birth Order Book\u00a0by Leman,\u00a0Birth Order Theory is nature\u2019s guide to brand positioning.\nFor our application to brand positioning, here are a few key definitions, taken from Leman\u2019s text:\n\nFirst-born\n\u201cFirst-borns bask in their parents\u2019 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.\nAs the leader of the pack, First-borns often tend to be: Reliable, Conscientious, Structured, Cautious, Controlling, Achievers.\u201d\nMiddle Child\n\u201cThe middle child often feels left out and a sense of, \u2018Well, I\u2019m not the oldest. I\u2019m not the youngest. Who am I?\u2019 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.\nIn general, middle children tend to possess the following characteristics: People-pleasers, Somewhat rebellious, Thrives on friendships, Has large social circle, Peacemaker.\u201d\nLast-Born\n\u201cYoungest children tend to be the most free-spirited due to their parents\u2019 increasingly laissez-faire attitude towards parenting the second (or third, or fourth, or fifth\u2026) time around.\nThe baby of the family tends to be: Fun-loving, Uncomplicated, Manipulative, Outgoing, Attention-seeker, Self-centered.\u201d\nFor 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.\nFor our working theory, we will only concern ourselves with two groups:\n1. First-born\n2. Last-born\nIf you are the market leader, we will operate under the assumption that you are a First-born.\nIf you are anything other than the market leader, we will operate under the assumption that you are a Last-born.\nThe 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 \u201cBranching-Off Effect.\u201d\nTo read Part II, click\u00a0here.","landing_redirection":""},{"id":1628,"title":"VARIDESK COMES VERICLOSE AND THE CASE FOR FOUNDER-SPOKESPERSONS","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/880b2013-0e29-4a15-8ace-84ea9a0d0244_photo-1579894059380-1866b68bce6b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/varidesk-comes-vericlose-and-the-case-for-founder-spokespersons\/","date":"June 13, 2018","description":"By: Kyle Jelinek, Associate Director of Client Strategy, Oxford Road \n\nWhile we here at Oxford Road created the Audiolytics\u2122 ad scoring system, many advertisers unknowingly develop ads that pass\u2013or come close to passing\u2013our 71-point inspection. In this week\u2019s Creative Breakdown, we dissect Varidesk\u2019s TV spot, which achieved a score of 89%, making it just a hair shy of being Audiolytics\u2122 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.\nWe love using founders in our spots, if possible. Chances are if you\u2019re 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.\n\nOne 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\u2019s 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.\nWithout founder-spokespersons, Kentucky Fried Chicken would be faceless fried food, MyPillow would be a sack of chopped up memory foam, and Papa John\u2019s would be just another pizza joint. Oxford Road advertising alumni like\u00a0Ring,\u00a0Dollar Shave Club, and\u00a0Lending Tree\u00a0(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.\nVaridesk CEO, Jason McCann follows suit in this week\u2019s 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\u2019s no wonder.\nWhat they did right:\nThe structure of this commercial is rock-solid, executing a nearly perfect pain\/solution narrative. Of the 9 Key Audiolytics\u2122 components, Varidesk nails 6, including Setup, Value Proposition, Positioning, Demonstration, Substantiation, and Path.\n<>\/u\nSecondly, Varidesk does an excellent job of positioning themselves against the \u201cexpensive\u201d 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.\nWhat can improve:\nThe two Key Audiolytics\u2122 components found most wanting include Offer and Scarcity.\nVaridesk 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, \u201cGo to Varidesk.com to order yours.\u201d 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 \u201cit\u2019d be nice to have someday\u201d section. Had Varidesk created a reason to buy now (a special offer or discount only available to viewers), it could have been more effective.\nIf 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\u2019s day gift) or artificially (like, \u201cthe next 50 people who use promo code STAND save $50\u201d). 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\u2019re absolutely necessary.\nFinally, the Varidesk ad could up it\u2019s game in the area of Execution. Yes, it hits or brushes up against most of the key Audiolytics\u2122 components, but it\u2019s as compelling as a Yanni concert\u2013it doesn\u2019t have to be. All too often, founders take a conservative approach to exude professionalism and avoid making waves\u2013playing it safe is the fast lane to mediocrity! You must take some big swings. In his irreverent stab at \u201cBig Detergent,\u201d Jonathan Propper starred in\u00a0this fabulous explainer video\u00a0for his company Dropps.com. Like Varidesk, Propper unknowingly nailed most of the key Audiolytics\u2122 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.\nDo 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\u2019ll win the hearts of your future customers. If you\u2019re 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\u2019re leaving a lot of money on the table.\nIf you\u2019ve 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?\nIf you\u2019re our brand of crazy (and the fact that you\u2019ve made it this far in this week\u2019s Influencer suggests you are), we\u2019d like to\u00a0schedule a free brainstorming session\u00a0to 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. \u201cI guarantee it.\u201d\nIf the above link didn\u2019t work for you, reach out to gavin@oxfordroad.com to discuss next steps.","landing_redirection":""},{"id":1711,"title":"PODCAST ANALYTICS: STOP WAITING FOR APPLE TO SAVE YOU","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/b9ba7a42-be6e-4683-b647-b5ffa81e5e49_photo-1478737270239-2f02b77fc618.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/podcast-analytics-stop-waiting-for-apple-to-save-you\/","date":"June 5, 2018","description":"By: Grant Durando \n\nApple\u2019s WWDC 2017 announcement that iTunes would provide analytics on podcast listener behavior brought a new hope to advertisers: hope for clear, actionable data such as actual listening (vs. downloading), unique listeners, and listen-through rates. In other words, a system similar to a Nielsen, for a media space that major brands want to be in but can\u2019t justify without reach and frequency numbers. Moreover, some even hoped that there would be a behavioral and geographic component, showing exactly who is listening and where, to help advertisers better understand exactly what they were getting when they purchased a placement.\nHowever, almost a year since the announcement, the developments have been less than revolutionary. On the advertiser and agency side, there is little visibility into networks\u2019 analytics, not because the networks and podcasters are holding the data hostage (as some will share if requested) but rather because Apple has not considered the advertiser\u2019s interest significant enough to build out an agency or advertiser portal. On the podcaster and network side, the results are underwhelming. While many articles hype podcasting as the ultimate advertising unit because of its listener engagement, we know there is more to the story and we\u2019re hopeful Apple will deliver meaningful data to give us true insights.\nThe reality is that the analytics we do have prove\u00a0what we already knew\u2014that podcast listeners stick around for the majority, if not all, of a given podcast (including the midroll advertisements)\u2014and none of what we didn\u2019t: how many are listening, what else they\u2019re listening to, and what else they are interested in.\nApple analytics data does not track from the source (the RSS feed). Rather, it tracks from the distribution point (iTunes). Therefore, the analytics tracked are only those that are relevant for iTunes (whether on a desktop or via the Podcast app in iOS). According to a recent callout from Libsyn\u2019s \u201cThe Feed,\u201d 62.5% of Libsyn (one of the major podcast hosting services) podcasts are streamed or downloaded through iTunes.\u00a0That leaves 37.5% of the podcast audience unaccounted for and untracked.\nAdditionally, the 62.5% of users listening through the Podcast app need to be on iOS 11\u2014the most recent upgrade to the operating system underlying all iPhones\u2014in order to be tracked.\u00a0As of 4\/22\/18, 76% of users had adopted iOS 11. That\u2019s another 24% of the 62.5% being tracked that are simply omitted.\nOnly 47.5% of overall podcast listeners are actually being tracked by Apple\u2019s Podcast Analytics.\nHowever, an interesting development may be in Apple\u00a0requiring\u00a0RSS feeds to be in HTTPS format, where the last \u2018S\u2019 refers to a secure layer (SSL) encrypting the data. While this is most likely a move to continue end-to-end security around Apple\u2019s entire infrastructure, there may be the added benefit of helping standardize the source of podcasts in an effort to, eventually, become an overarching third party that can make statistical claims on more than just 47.5% of the audiences. SSL technology in no way enables this function, but it could be laying the groundwork for an innovation in the medium-term future that could perform this role.\nWith only half of the audiences accounted for, agencies are not using this data in order to inform purchasing decisions, as its nuances are still fairly uniform across networks\u2019 individual podcasts. An advertiser-facing portal would allow for more meaningful studies that could link a show\u2019s audience response with anything from the minuscule differences in listen-through, the audience size variance from episode to episode, or the advertisement skip rates.\nAs one of the top three podcast agencies in the world, Oxford Road is in a unique position to conduct our own research. We have learned that drop-off in midroll units (regardless of position within an episode) stays steady at around 5%, give or take a few percentage points. Furthermore, completion rates for most major shows surveyed have maintained at approximately 80-90%, which is much higher than expected. With that, performance advertisers currently invested in the space can breathe a sigh of relief that their $20 CPM\u2019s aren\u2019t\u00a0effectively\u00a0$40 CPM\u2019s due to only half the audience staying tuned in, as some predicted.\nAgainst the backdrop of data-driven digital advertising and traditional media types with legacy audience ratings, podcasts are still a shadowy world for potential advertisers. Current advertisers know, however, that regardless of what limited analytics exist, smart podcast buyers breed highly efficient conversion. As the space continues to scale and advertisers recognize that podcasts could be a main acquisition driver in their portfolio, the demand for more robust analytics will only be more pronounced. With rival platforms like Spotify (6.18% listener share, according to Libsyn) encroaching on distribution, it\u2019s Apple\u2019s chance to maintain advertisers\u2019 attention by\u00a0actually\u00a0delivering on analytics. If not, savvy advertisers and media buyers\u00a0will\u00a0find a more robust source.\nThe saving grace of podcasting was not delivered by the Gods of Cupertino. Instead, we, as performance advertisers, are still left wanting and relying on the same metric that got us to where we are: using cross-client performance data to determine the value of a podcast advertisement. Not audience metrics, not CPMs, and not clicks or views; instead, the only thing that matters to us and our clients\u2014conversions per spot. Apple has the power to change that for now, but the matter at hand is still a question of if, not when.","landing_redirection":""},{"id":1702,"title":"A MOTHER WALKS INTO A GENERAL AND MAYHEM ENSUES","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ff1e2a90-cc23-4766-ac0e-fde95ca23702_photo-1486312338219-ce68d2c6f44d.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/this-week-we-use-audiolytics-oxford-roads-proprietary\/","date":"May 31, 2018","description":"By: Kyle Jelinek, Associate Director, Client Strategy Oxford Road\n\nThe US Auto Insurance industry is massive. With the industry totaling $259 billion in revenue last year, it\u2019s no wonder there are so many auto insurance companies vying for a chance to earn their piece of the pie. This week, we use Audiolytics\u2122, Oxford Road\u2019s proprietary method of measuring ad copy across 71 data points* (the most comprehensive scoring system in the market), to dissect how three very different insurance companies approached their television ads in an attempt to stand out from their thousands of competitors.\n\nAllstate\n\nWith a 9% share of the market, Allstate is the fourth largest auto insurance company in the country, so it\u2019s understandable then that their creative approach is more about brand-building than driving performance. Even though their Mayhem campaign is entertaining, it leaves a lot on the table that could have driven performance, as Audiolytics\u2122 will display. With a score of 52%, they\u2019re sacrificing substance for entertainment.\nWhat they got right:\nSETUP & EXECUTION\u00a0\u2013 Though they spent 28 seconds out of 30 entertaining us, they did it at the level savvy audiences have come to expect. No doubt a lot of money has been spent to establish the Allstate \u201cMayhem\u201d character and, as such, this ad is spent reinforcing the character\u2019s personification of common situations that lead to insurance claims.\nWhat would make this spot Audiolytics\u2122 Certified?\nThe other 7 Key Components (Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path)\nThis is where the power and purpose of Audiolytics\u2122 come into conflict with ads that are clearly NOT built to drive an immediate response, sparking debates bordering on the philosophical. What is the purpose of advertising? Is it better to be associated with a memorable idea, or a memorable value proposition? Ultimately, it is the job of the ad to deliver against a KPI set by the leadership team at Allstate on the time horizon provided for the media. We may never know what that KPI is, but it might be worth taking a page from the number 2 category leader, by market share, Geico. \u201c15 Minutes could save you 15% or more on car insurance\u201d wraps up Value Proposition, Positioning, Demonstration, and Offer, while stretching into Substantiation, Scarcity, and Path. Everyone is so distracted by how attention-grabbing their Setups and Executions are, they don\u2019t even notice the genius of the true messaging structure that lives at the center of each Geico campaign. How come no one ever talks about that?\nGood2Go\n\nThough it\u2019s the least known of the three companies we\u2019re exploring, Good2Go has been in business for more than 25 years focusing on selling insurance for those looking for the bare-bones insurance required by law. Their commercial attempts to bridge the gap between performance and brand but falls short. With an Audiolytics\u2122 score of 64.30%, Good2Go does a commendable job of explaining the problem and presenting themselves as a viable solution, but it feels like they were serving two masters. The first part of the ad is more focused on story but then the ad shifts to heavy DR with animated text. The end result is an ad that neither builds a brand nor drives response.\nWhat they got right:\nVALUE PROPOSITION, DEMONSTRATION, and PATH\u00a0\u2013 This ad does a passable job of giving the critical information you need about what is on offer, how it works, and where to go to get it. For this product and price point, that might be all you need. But there is still a LOT of room to grow.\nWhat would make this spot Audiolytics\u2122 Certified?\nEXECUTION\u00a0\u2013 There was a clear disconnect in the style between the live action moments in the spot and the graphics. Part of being clear is also being consistent. Note to performance marketers: You\u2019re paying for many people who will only see your ad and never hear it. Why leave out the lower third call to action?\nSUBSTANTIATION\u00a0\u2013 Why should anyone trust Good2Go? We didn\u2019t get a reason. This can be established by using a spokesperson like we\u2019ll see later with Shaq and The General, or meaningful endorsements, data, or social proof.\nSCARCITY & OFFER\u00a0\u2013 There is no compelling reason given why the viewer should act now. From the DR feel of this spot, it is safe to assume it\u2019s not an annually planned brand strategy being booked during upfronts. In these cases, it\u2019s best to add some urgency to drive response within measurable windows for better optimization.\nThe General\n\nIf you\u2019ve ever turned on the TV in the middle of the day, you\u2019ve undoubtedly seen the animated \u201cGeneral\u201d touting his auto insurance company. Founded in 1963 and operating in 25 states, The General is a part of American Family Insurance (10th largest in the US). Like Good2Go, The General targets consumers looking for a low-cost option for auto insurance. However, despite their relatively large size, The General continues to employ proven performance marketing elements in all of their TV commercials. This ad has all of the entertainment of a chess match, as the production quality is subpar, but the thing sells a ton of insurance.\nWhat they got right:\nSETUP\u00a0\u2013 It\u2019s crystal clear at the beginning of the ad what opportunity they\u2019re presenting with Shaq saying, \u201cHey, you want affordable car insurance?\u201d They get points for clarity. But, boy oh boy, there is ZERO style. And, here\u2019s the hardest part for the artist in every marketer: maybe zero style is ok when the job of the ad is to SELL. You\u2019re doing spike level analysis, doesn\u2019t that mean you need this ad to convert in 30 seconds? This isn\u2019t about a favorable brand impression someday. It\u2019s about selling TODAY. Isn\u2019t it?\nDEMONSTRATION & PATH\u00a0\u2013 Again, points for clarity. You know exactly what The General is offering, where to go, and what to do when you get there. You don\u2019t have to spend your whole ad listing features and laying out the banal details of your website. But, you should spend enough time on it so that it\u2019s CLEAR. That is if you need this add to convert not just within your test window, but if you\u2019re going to be looking at attribution within the hour or the very minute the spot aired, then you better be CLEAR. Capisce?\nWhat would make this spot Audiolytics\u2122 Certified?\nEXECUTION\u00a0\u2013 At the tail end of this otherwise clear presentation of FACTS, a full 7 seconds is spent on lackluster \u201centertainment.\u201d From approx. 0:18 \u2013 0:25, The General throws a basketball at Shaq\u2019s head and we hear laughter off-screen. A wah-wah moment, if ever there was one, that does not land at all. There are 7 seconds they could use to sell harder, or simply show Shaq using The General Insurance, or include the one gaping hole in their structure, POSITIONING.\nPOSITIONING\u00a0\u2013 This is an often overlooked aspect of any marketing message. There is a general resistance to the concept of positioning ANYTHING which is philosophically summed up in the phrase, \u201cYou do you.\u201d It\u2019s almost a cultural axiom now that \u201cThou shalt not criticise or critique anyone.\u201d There is a lot of room for all of us to grow in that respect. BUT, when it comes to peddling your wares, you owe it to your prospects to position your opportunity against the solutions they are already using because it communicates relative value. You can do this by giving FACTS \u2013 how much time or money does your product save? How is your product clearly better than the Status Quo solution, or having NO solution at all? If you don\u2019t take the time to inform the audience why you\u2019re different and better, they won\u2019t switch or choose you just because they like your brand.\nBefore any concepts, scripts, or storyboards are created, marketers must first determine the ultimate goal of their campaign. If you want to build brand equity, an entertaining campaign like Allstate\u2019s Mayhem will cost millions and will take months if not years to see whether or not the gamble paid off. For Allstate, it seems inconclusive. In a survey conducted nearly one year after the campaign launched (and hundreds of millions of dollars in ad spend), only 41 percent of consumers were able to link Mayhem to Allstate (Pollack, 2011). Compared to Progressive\u2019s Flo and Geico\u2019s iconic gecko who were both highly linked to their respective brands, it seems Mayhem\u2019s greatest disaster is not effectively connecting consumers to Allstate. However, if you\u2019re a marketer who needs to see an immediate response from your marketing spend, if you employ proven performance marketing tactics (like those found within the Audiolytics\u2122 framework), even a cheesy computer-generated spokesman and a retired NBA player can make your company a household name.\n*Due to restricted distribution of trade secrets, we cannot share all 71 sub-components but can reference select optimization levers based on the 9 Key Components of Audiolytics\u2122: Setup, Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution.","landing_redirection":""},{"id":1636,"title":"JOIN THE KOALA CORPS","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2025\/10\/3ba45993-9547-4aa7-828a-e047b5e2a77c_ScreenShot2021-01-20at7.39.52PM.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/join-the-koala-corps\/","date":"May 23, 2018","description":"By: Dang Granger \n\nThe only doctor\u2019s appointment I missed with both our girls was the one that mattered. Our first pregnancy had been smooth sailing. So when a work conflict made it challenging for me to get to the 4-D ultrasound, my wife, Ciera, said it would be ok if I skipped. But what should have been a pleasant, if somewhat routine, milestone turned into several tense hours foreboding what would become the most difficult period in our lives.\nWe were having a girl who would be born with a cleft lip and palate, heart defects, known as AV Canal, an umbilical cord defect and multiple anomalies suggesting a genetic disorder was inevitable. We knew nothing conclusively except that there were problems. Retardation? Probably. A fatal disorder such as Trisomy 13 or 18? Possibly. Unknown challenges and abnormalities that would require surgeries, hospitalization, and all the difficulties that come along with having a special needs child? Definitely.\nFast forward through a pregnancy that was emotionally and physically torturous, including a period where Ciera had to be hospitalized and bed-ridden. Our daughter was born on September 20th, 2006 at Valley View Medical Center in Van Nuys. After the C-section, they let Ciera give her a brief kiss on the cheek and then immediately whisked her down to the NICU. I went with our new daughter as Ciera recovered, restricted from holding her, and only able to watch and pray as I witnessed her have a seizure within the first hour of life outside the womb.\nWe would spend the next few weeks in the hospital and chose to name her Shae, in no small part for its Gaelic meaning, \u201cA Gift\u201d. Everything in our experience felt like she was the opposite. But we needed to remember that there was a future we could not see and hold onto a hope in things that felt impossible.\n\nAbout two weeks later, we brought Shae home. Due to immediate difficulties in her ability to eat and breathe, we found ourselves back in Valley View and then immediately transferred to Children\u2019s Hospital in Los Angeles, where we would stay for the next six months as Shae would undergo a dozen surgeries and procedures. We left our home in Valencia, gave away our dog, and rented a small apartment near the hospital so we could provide our daughter with round the clock support. This meant putting our 21 month-old daughter, Gianna, into extended daycare while I was at work. At night, Ciera and I took alternating shifts either staying at the apartment with Gianna or the Hospital with Shae. Shae was fighting for her life and was in a great deal of pain. We did everything in our power to comfort her around the clock. We were virtually powerless to help her. The one thing that we could offer was touch. So we held on to her with everything we had.\nThe experience felt to all of us like a prison sentence and we didn\u2019t know if we\u2019d ever be free to bring our baby home. Then in April, it happened. Shae had largely recovered from her surgeries to the extent that no more were scheduled and she was safe enough to go home. She left with a cast around half her body, a feeding pump around the clock through a G-tube, Oxygen 24\/7, heart monitor, oxygen monitor, breathing treatments, medication around the clock, and weaning off of two narcotics due to surgery back to back.\nBut we got to go home, and it was the most freeing moment of our lives. Our home became like a medical facility. We were exhausted and depleted. Yet layer by layer, she got better and our new normal improved year by year. We had no guarantees that she would walk, eat, or speak, but we never gave up hope.\nIt\u2019s enough to watch your infant child suffer and struggle for life. Our pain was compounded by all that we witnessed going on around us in the hospital. Single parents unable to be present during the day, and giving all they had at night to their children. One newborn baby girl with a heart condition and two married parents who completely abandoned her, unwilling to care for her through her condition. Babies with intensive medical issues and disabilities. Babies who would die on our floor. The whaling of children post-surgery. The constant beeping of machines alerting the doctors of emergencies. The doctors, the nurses, the staff, the volunteers were all heroic in their efforts to care for every child. But there just were not enough hands to hold them when they needed more than medical attention. There simply wasn\u2019t enough support to cover each child. The saddest thing I\u2019ll ever see is a full crib and an empty bedside.\nChildren\u2019s Hospital is a miraculous place. World-class physicians giving themselves to the most noble cause for the most defenseless in our society. The bright colors in the building represent the organization\u2019s hope and persistence for children with life-threatening illnesses. They turn no child away and deny no one care, regardless of their ability to pay what would be astronomical medical bills. In spite of everything, we could not have been more fortunate for our parents, friends and volunteers who gave us moments of respite. The fact that Shae had two engaged parents and that my work allowed us to avoid financial hardship while this went on was a blessing that not everyone receives. Relative to our circumstances and our personal decision to have a child in spite of what we might go through, we remain grateful.\nWhen we were discharged from Children\u2019s, Ciera and I made a vow. We promised each other that we would not forget the children and families we left behind who would continue to struggle, those that didn\u2019t get to bring their babies home or the unborn children whose struggles had not yet begun. That means more to us than just thinking about them and wishing them well. We vowed to make a difference.\n\nToday, Shae is 11 years old. She is still G-Tube fed at night but eats regular meals orally during the day. She is (very) verbal, and has the best memory of anyone in our family. The suffering child who was born into constant misery has evolved into the happiest person I know. Despite the work of multiple Geneticists, she has no diagnosis. She is Shae. That\u2019s all we know, and she radiates with joy. Developmentally, she looks and functions at a level about half of her actual age. She has cognitive as well as speech delays. She laughs constantly. She is funny. She is sweet. She is loved and adored by the world, including her big sister, who is her friend and protector. Shae asks me how my day was every time I come home and asks about the people who work at Oxford Road by name. She plays basketball in the Special Olympics. In February, I took her to the Father-Daughter dance at her public school. No child passed her without greeting her my name or offering her a hug. One young girl looked at me and said, \u201cShae is the most popular girl at our school.\u201d This child has become a gift to our family and our community beyond anything we had dared to dream.\nIn 2013, we were stable enough at home that Ciera encouraged me to go out on my own and start a company, Oxford Road. One small thing we\u2019ve done as a company is committed a monthly donation to Children\u2019s Hospital, and to increase that donation in proportion to how many people respond to the ads that we place for our clients. We\u2019ve been able to give close to $20,000.\nI take pride in that effort, but it simply is not enough. Through our personal experience with Children\u2019s Hospital, we know there is a tremendous void left between the number of babies who need to be held and the number of people available to hold them. We have begun collaborating with the team at Children\u2019s Hospital Los Angeles to make a real dent in this cause by connecting more volunteers to more children in need. Surprisingly, there are enough volunteers willing to hold children, but there are no funds to create an organized program within the hospital to facilitate training and management of that program. They have the same demand as when we left, and the supply is ready and waiting. But to fully solve this problem in our community, we are on a mission to raise $300,000, allowing a full three years of funding for the program. This will allow Children\u2019s Hospital Los Angeles to hire a full-time administrator to connect the available volunteers with the children in need. We are calling the program, \u201cThe Koala Corps.\u201d For us, this symbolizes the relationship between a nurturing mother providing comfort and her young. Not to mention, Shae often asks Ciera to hold her, and says, \u201cI\u2019m your Koala.\u201d\nThis initiative is being spearheaded by my wife, Ciera, supported by the team at Oxford Road, and in collaboration with the CHLA development staff. Once we raise $300,000, then the real work can begin.\n\nI am convinced that the deep-rooted joy Shae expresses everywhere she goes is grounded in the foundation of love from her most formative years, having a mother to hold her every day during her greatest struggle. That love has compounded and resulted in a person who is now a gift to the world.\nNow, I\u2019m asking you, will you join us?\nLearn more about the program through our\u00a0Facebook page.\nMake a donation to our team at the\u00a0Children\u2019s Hospital Walk and Play Fundraiser\u00a0on June 2nd.\nEmail Ciera directly at\u00a0help@koalacorps.com\u00a0if there are other ways you would like to help.\nAt the end of each Oxford Road weekly newsletter, we close with the words \u201cInfluence Responsibly.\u201d\nThe Koala Corps is a good start. Hope you can join us.\nThanks,\nDan","landing_redirection":""},{"id":1630,"title":"SMART SPEAKERS ARE A NEW DAWN FOR AUDIO","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/31260255-ca44-408b-b1b7-77cc80e57b8a_photo-1545454675-3531b543be5d.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/smart-speakers-are-a-new-dawn-for-audio\/","date":"May 16, 2018","description":"By: Grant Durando \n\nIt\u2019s a bright time for performance advertisers. The strong, foundational media types\u2014TV, Radio, and Digital\u2014are all performing well and at scale. There are more arrows arriving in the performance advertiser\u2019s 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.\nBetween Amazon, Google, and Apple, the Smart Speaker hardware market is remarkably consolidated. However, due to the variety of these speaker\u2019s 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\u2019s 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\u2019t even own a radio in their home at all (Edison).\nWhen analyzing the potential value for any burgeoning media type, it\u2019s 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.\nIn 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\u2019t 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.\nIt 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 \u201cFlash Briefings\u201d 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\u2019s hard to imagine a consumer readier to convert.\nUnexplored 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\u2019s 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 \u2018native\u2019 darling of the performance advertising universe.\nAt 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 \u201conline\u201d media types, the click is relied upon as a method of tracking interest, intent, and in some cases it\u2019s 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\u2019s virtually the only way to track redemptions on a given placement), it leaves room for users to convert without being tracked appropriately.\nSo, 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\u2019s parent company (Google, Amazon, or iCloud accounts), there\u2019s suddenly a direct link between a listener\u2019s shipping address, (potentially) payment information, and even shopping history.\nIt\u2019s still conjecture to say that Amazon would allow credit card and address information to be securely passed through to an e-commerce site, like\u00a0Quip, but it\u2019s not too far of a leap to say that, in the least, you\u2019ll 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.\nThe 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\u2019t 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.\nOne more method that is less intrusive and requires minimal Personally Identifying Information (PII) would be a call to action that goes something like \u201cAsk Alexa to text you an exclusive link to get\u00a0healthier teeth\u201d, 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.\nSmart Speakers have already demonstrated their potential for scale and mass adoption. They\u2019ve 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\u2019s arsenal.\nThe 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\u2019s 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.\nSmart 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.","landing_redirection":""},{"id":1629,"title":"WHAT IF WE DOUBLE IT?","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/123f2d63-7df4-4597-b881-c94776f65da0_photo-1556742212-5b321f3c261b.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/what-if-we-double-it\/","date":"May 9, 2018","description":"By: Adam Faughnan, Director of Offline Marketing, Credit Karma \n\nThe \u2018it\u2019 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\u00a0commercial. 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.\nI 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.\nThen came the fun part. I will admit I am not the best at responding to every sales email I get (tip for salespeople- don\u2019t 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\u2019t turn out ROI positive but the \u201cwhat do you have to believe?\u201d 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?\nTests 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\u2019 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.\nPodcasts 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\u2019t exciting?\nKey Takeaways\n\u2013\u00a0Testing:\u00a0Despite 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 \u2013 specific, measurable, achievable, relevant and time-bound.\n\u2013\u00a0Pricing:\u00a0It 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.\n\u2013 Attribution:\u00a0Testing 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).\n\u2013 Ubiquity:\u00a0Appearing everywhere in a defined period of time can be expensive but does have its benefits.\u00a0By 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","landing_redirection":""},{"id":1705,"title":"DONE IS FUN, MAYBE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/c9919e66-8dce-484a-8ddc-bdc99b51fde6_photo-1505740420928-5e560c06d30e.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/done-is-fun-maybe\/","date":"May 2, 2018","description":"By: Oxfordroad \n\nAudiolytics\u2122 Score: 68.17%\n*AUDIOLYTICS\u2122 IS OXFORD ROAD\u2019S PROPRIETARY METHOD OF MEASURING AD COPY ACROSS 71 DATA POINTS \u2013 THE MOST COMPREHENSIVE SCORING SYSTEM IN THE MARKET \u2013 FOR MAXIMUM CONVERSION SO THAT EVERY MEDIA DOLLAR ACHIEVES OPTIMAL IMPACT.\n**DUE TO RESTRICTED DISTRIBUTION OF TRADE SECRETS, WE CANNOT SHARE ALL 71 SUB-COMPONENTS BUT WILL REFERENCE SELECT OPTIMIZATION LEVERS BASED ON THE 9 KEY COMPONENTS OF AUDIOLYTICS\u2122: SETUP, VALUE PROPOSITION, POSITIONING, DEMONSTRATION, SUBSTANTIATION, OFFER, SCARCITY, PATH, AND EXECUTION.\nAdvertising Jingles. Marketers have used them for nearly 100 years because our brains are hard-wired to remember rhythmic elements (you can listen to the first radio jingle\u00a0here). When done right, jingles can be a potent way to cement your brand deep into the temporal lobes of the consumer. Just try to say \u201cNationwide is on Your Side\u201d without singing the song. Memorable jingles are quick, rhythmic, and reinforce your brand message. However, in the case of this week\u2019s creative breakdown from Wayfair, we will see how a jingle can make an already-weak message even less impactful.\nWhile the lyrics and message aren\u2019t as clear in the \u201cDone is Fun\u201d spot, there are some things we like.\nWhat Worked:\u00a0\n\nValue prop\u00a0\u2013 If you can get past the music, the value proposition is extremely clear. Wayfair helps you finish your decorating projects quickly, easily, and, according to the girl holding up her blocks, it\u2019s actually fun. This is reinforced by the visual montage of users crossing things off their lists so they can enjoy the feeling of \u201cdone.\u201d It feels so good you\u2019ll spontaneously want to dance.\nDemonstration\u00a0\u2013 \u201cEasy as a click and then comes quick.\u201d This ad does a great job of showing how the process works. From customers purchasing on their phones and tablets to the delivery man dropping off the purple packages, we see the entire process. There is a sequencing issue here in that the ad begins with customers opening their packages, but while the Audiolytics\u2122 framework takes into account the order of the message points in an ad, it is far more important that message points are PRESENT than in the right order.\nPath\u00a0\u2013 While there is no offer, the viewer knows how to take action and \u201cbring home the feeling\u201d by simply going to Wayfair.com. The path is reinforced with an ending title card displaying the website with a cursor, along with a 1990\u2019s mouse click sound effect added for oomph.\n\nNeeds Improvement:\n\nSetup\u00a0\u2013 The spot fails to grab our attention. Remember that to get the audience\u2019s attention, you\u2019ve got to be more interesting than the infinite number of alternative options in the physical world or competing screens. An overhead shot of a woman walking upstairs with a package just doesn\u2019t do the trick. In the first seconds of the ad, they establish that Wayfair will help you get the \u201cFeeling of Done.\u201d But they should have started by identifying the problem. How about showing the montage of where the actors started; empty rooms, outdated furniture, etc.\nExecution \u2013\u00a0This is where the ad falls apart. A jingle should reinforce the primary brand message in a quick, rhythmic way. In this ad, Wayfair is using their \u201cjingle\u201d to do the heavy lifting of delivering the ad copy for the lion\u2019s share of the ad, diluting the core message. They would have been better served by using a clean voice-over with the music bed underneath. The jingle\u2019s hook (The feeling of done \u2013 and done \u2013 and done) could have been added to only the montage of Wayfair customers basking in their \u201cdoneness\u201d towards the end to reinforce the value prop. Let\u2019s also remember that millions of people are likely to see this ad with the sound off, and there is no meaningful text to get a clear sense of their value prop. It\u2019s nice to display your name, but wouldn\u2019t it be nice for them to know something about you while you\u2019re at it?\nSubstantiation \/ Positioning \/ Offer \/ Scarcity \u2013\u00a0These are all Key Audiolytics\u2122 components. We have 71 Sub-Components, which most people are unable to balance in a :30 commercial, but when you altogether skip 4 pillars, we\u2019re bordering on malpractice.\n\nIf a brand decides to create a jingle, brevity is the price of clarity. The \u201cDone is Fun\u201d Wayfair ad would have been a lot more clear if they had simply ran a traditional VO over a sound bed. However, by attempting to be clever, they sacrificed clarity to interject something that really sounds less like a jingle and more like a terrible pop song into an already problematic ad (from an Audiolytics\u2122 perspective). This is where advertising gets into the wrong business. A pop song is held to a higher standard of quality than a typical jingle, and the Wayfair song becomes a distraction because it\u2019s almost appealing but falls short of what you\u2019d expect in a \u201creal song.\u201d It\u2019s better to stay within your lane or license someone else\u2019s music (like McDonalds did with I\u2019m Lovin\u2019 It) than to attempt to write a song like this and fall short. Doing so suggests you\u2019re willing to sacrifice quality, which is death to a brand \u2013 especially one like Wayfair.\nYes, humans remember things better if they\u2019re in song form, BUT if you don\u2019t have clear, \u00a0memorable lyrics, you would have been better off without any music at all. Only time will tell whether or not Wayfair will heed the advice of the almighty Influencer, but for now, the analysis of this ad is done, and done, and done.","landing_redirection":""},{"id":1623,"title":"THE LEADING CAUSE OF DEATH IN NEW MEDIA TESTS (AND HOW TO PREVENT IT) PART II","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/1aa9bdb9-d22f-4fdd-a136-ba49a97b3c2c_photo-1435527173128-983b87201f4d.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-leading-cause-of-death-in-new-media-tests-and\/","date":"April 24, 2018","description":"By: Dan Granger \n\nNow 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\u2019ve identified the mismatch between the deadlines you dictate for your investments before acceptable performance is realized, versus the deadlines you\u2019ve articulated to the audience in your commercials (typically, no deadline). So let\u2019s look at the solution that should allow you to bridge the gap:\nThe technical term is\u00a0Tentpole Marketing,\u00a0and it\u2019s 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\u2019s probably not a core part of your growth strategy.\nTentpole Marketing is simply event-driven marketing. It\u2019s 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\u2019s Day, Mother\u2019s Day, or Christmas. Consider seasonal or weather-driven events. Product launches, industry events, made-up events, little-known holidays like\u00a0Work Naked Day\u00a0(Feb 1),\u00a0Talk Like Yoda Day\u00a0(May 21) or\u00a0Pluto Demoted Day\u00a0(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.\nIn Audiolytics\u2122, we prefer the term \u201cScarcity\u201d and break it down into two primary groupings: Organic Scarcity and Artificial Scarcity.\nOrganic Scarcity is the obvious stuff. You already know what it is for your business because it\u2019s 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.\nArtificial 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\u2019t mean lie. It often means you have an opportunity to create. To make an event real by speaking it into existence.\nI 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, \u201cStart Your Business Month.\u201d 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\u2019s 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. \u2013 all of it designed to amplify the promotion. A fully integrated push around this simple idea \u2013 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 \u201cNational Start Your Business Month,\u201d now through January 31st at\u00a0LegalZoom.com\u00a0and get a 20% discount on your free business formation documents when you use promo code, \u201cLaunch.\u201d\nIt 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.\nSo why doesn\u2019t everyone do this? The common causes for avoidance typically come down to pride and difficulty.\nLet\u2019s 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\u2019ve made a better mousetrap and watches the customers stampede through our door. We don\u2019t want to look foolish, desperate, or in a hurry. We\u2019re 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\u2019t 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\u2019t 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\u2019s generally a lack of persistence and creativity that cause people to tap out before finding the right balance.\nThe 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\u2019t need another battle, and so operate on the hope that all will be well without so drastic a change.\nThis 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?\u00a0Are you a performance marketer or not?\u00a0Are 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\u2019ve got headroom without going there, then by all means, carry on. But if you\u2019re looking to \u201ctest new channels\u201d but can only commit for a short period of time to \u201csee if it works\u201d or \u201chas clear potential to work\u201d, then for heaven\u2019s sakes,\u00a0will you please notify the audience?\nIn Review, here are the key components for your Tentpole Marketing event:\n\nPurpose \u2013\u00a0could be artificial or organic. But there must be a reason for the season.\nOffer \u2013\u00a0and a better one than you provide before, after, or elsewhere. Don\u2019t cheat here. Google will rat you out every time.\nDeadline \u2013\u00a0Don\u2019t 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.\nSupport \u2013\u00a0Do 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.\nMedia Flighting \u2013\u00a0This 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\u2019s their last chance and remind them vigorously.\nTest, Test, Test!\u00a0You\u2019ve got the wind at your back finally. Now do something with it. Don\u2019t run test media under flaccid circumstances. Use this time to try new channels. If it doesn\u2019t work during your promotion, forget it. This allows you to circumvent the gut-wrenching process of \u201cwaiting for the ramp\u201d. 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\u2019ve gotten three times further than you would have with your former testing approach. \u00a0\n\nSo there you have it. A recipe for testing media and for enhancing the media you have.","landing_redirection":""},{"id":1707,"title":"THE LEADING CAUSE OF DEATH IN NEW MEDIA TESTS (AND HOW TO PREVENT IT) PART I","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/463f8001-b5b2-47a3-a7e1-efac69658999_photo-1586943759207-dc5640be1bb7.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-leading-cause-of-death-in-new-media-tests-and1\/","date":"April 17, 2018","description":"By: Dan Granger \n\nYour spouse needs you to call the contractor but doesn\u2019t mention your\u00a0bill is going to double if you don\u2019t\u00a0call today.\nThe principal leaves you a voicemail and fails to mention they are deciding if they will expel your kid or not in the next hour.\nYour boss wants to see you but didn\u2019t mention your job is on the line, and the longer you wait, the less\u00a0likely you are to keep it.\n\u00a0\nThese are examples of situations where it would have been nice to know the stakes were about to change drastically, if you miss a deadline.\nOf course, no one would really let something this important go without stating what was on the line was time-sensitive.\nExcept for you and 99% of the professional marketers I\u2019ve met in my career.\nSO WHY DO WE TEST AD CAMPAIGNS FOR A LIMITED TIME, BUT NEVER MENTION A DEADLINE TO THE AUDIENCE?\nThis is a rookie move made by professional performance marketers time after time, and nobody talks about it. Brand new marketers come to offline and hope that it works like digital \u2013 turn it on and off on a moment\u2019s notice. Or they think they\u2019re taking a big step by running a two-week test. Sometimes, the more seasoned will run a 90-day program. But over and over again, advertisers enter into demand generation channels like Podcast, Radio, and TV with a limited budget, over a fixed period of time, with the intention of measuring results and then continuing, only if it works. But they neglect to match the deadline for a special offer on the channel to the scheduled end date of their time-sensitive media commitment.\nIt\u2019s like they\u2019re keeping it a secret.\nBut sadly, this move isn\u2019t limited to rookies. This article is as much a confession as anything as I have experienced and battled the issue with advertisers who just finished their Series A, all the way through publicly traded companies and Unicorns who are looking to expand their marketing mix. It\u2019s a constant struggle for anyone trying to balance performance and scale.\nNo one is talking about it, and it\u2019s making me crazy.\u00a0So rather than skirt the issue, let\u2019s address it head-on.\nThis is not about hunting for the next great media bargain.\u00a0It\u2019s about making more new channels perform\u00a0like the last great bargain you found, even if they are not.\nThat\u2019s the mission of Oxford Road \u2013 best-in-market performance at maximum viable scale.\nLet\u2019s get some nuance out of the way:\n1. Purchase Cycle:\u00a0If you\u2019re selling a B2B software solution with multi-year contracts, your approach and expectations should be wildly different than if you\u2019re selling pizza.\n2. Historical Buying Patterns:\u00a0The market behaves differently toward Floral delivery around Mother\u2019s Day than it does homeowners insurance in June. There\u2019s a reason that before bed-in-a-box companies started getting all the attention your local mattress retailer made a big deal out of Labor Day. And there\u2019s a reason that even Jon Hamm selling Mercedes-Benz still throws in a tag about the manufacturer\u2019s latest promotion. The market has been trained, over the course of decades, that there are specific time periods to make certain types of purchases. Whether it was the marketer or the market who started those patterns doesn\u2019t even matter. They are there, and they are real.\nQuestions to ask yourself when setting expectations around a new test:\n1. What is the date that you will determine your campaign was successful or not?\n2. What is the date that the audience is incentivized to respond by?\n3. What are we willing to do to bridge the gap between the two? (Let\u2019s assume your media test is going to run for 30-90 days)\nNow pause to consider the insanity of expecting performance of your typical 30, 60, or 90-day media test to drive peak performance within that window. We typically slap on an offer code at the end of a spot but give no reason for the sale, no deadline, no urgency whatsoever.\nI get it, you don\u2019t want to be a hype machine, with the whole \u201cSunday, Sunday, Sunday\u201d bit. You\u2019ve got a brand to nurture. But if you don\u2019t have the money to budget specifically toward brand\u00a0building, and this is really about executing a performance strategy in a way that you can stomach, you\u2019ve got to look seriously at your options.\nIf you\u2019re going to run media tests for a fixed period of time, you need to synchronize your flight dates with your execution strategy so that the audience knows what time you turn into a pumpkin.\nRunning for 60 days, wasting a bunch of money, then retreating because your evergreen message didn\u2019t pull within the timeframe. Tragedy. Do you know how many TV and Radio programs never survived the first test or scaled because they got stuck in the evergreen-promotional strategy conundrum? It\u2019s sickening.\n\u201cOK,\u201d you say. \u201cBut what about the tests we\u2019ve run that were successful right out of the gate and have now become a core part of our marketing portfolio? And what of all those brands who don\u2019t deal in time-sensitive promotions, but seem to be doing just fine?\u201d\nHere are the possible reasons:\nA. The product is so good that people will literally drop everything and try it now, even if they\u2019re not currently looking for that type of solution.\nB. It\u2019s not working as well as you think, or nearly as well as it could. Let\u2019s check back six months into the next recession or when the board starts pushing much more aggressive CAC goals.\nC. You (or they) have built a marketing program on a foundation of highly exceptional media assets. In other words, just because you listen to podcasts and have seen success for yourself or other\u00a0brands, it\u2019s a TINY market. True performance marketers can only spend hundreds of thousands of dollars per month against a reasonable KPI if we\u2019re using Podcast as the example.\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 That\u2019s because the market demand hasn\u2019t driven pricing up to its potential value, YET. Or you\u2019re advertising on conservative programs where most big brands won\u2019t go. But wait until you try to push those metrics into mainstream media. Wait till you\u2019re spending millions or tens of millions of dollars per month on television and see how those metrics hold up on a channel-by-channel basis.\nThere are a lot of great performance channels that give you an illusion of how media behaves for a company. But at some point, the next phase of growth becomes much more difficult to achieve, and everything starts to feel more difficult.\nThis is Part I of a two-part series. See Part II in next week\u2019s issue of\u00a0\u201cThe Influencer\u201d","landing_redirection":""},{"id":1703,"title":"A SETUP IS A TERRIBLE THING TO WASTE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/e30956ba-0f06-42d3-9e46-0dce78cea55f_photo-1587522630593-3b9e5f3255f2.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-setup-is-a-terrible-thing-to-waste\/","date":"April 11, 2018","description":"By: Stew Redwine \n\nDon\u2019t call it a comeback.\n-LL Cool J, Mama Said Knock You Out\nIt was a bright cold day in April, and the clocks were striking thirteen.\n-George Orwell, 1984\nAre you watching closely?\n-Christopher Nolan, The Prestige\n\u00a0\nGreat opening lines immediately claim all the real estate in your mind. There is no space for anything else because it is so engaging. But all too often advertisements fail in this all-important task \u2013 replacing whatever the audience was just thinking about with YOUR idea.\nYou have to get them interested, romance them\u2026 then you have to get down to business.\n\n*AUDIOLYTICS\u2122 IS OXFORD ROAD\u2019S PROPRIETARY METHOD OF MEASURING AD COPY ACROSS 71 DATA POINTS \u2013 THE MOST COMPREHENSIVE SCORING SYSTEM IN THE MARKET \u2013 FOR MAXIMUM CONVERSION SO THAT EVERY MEDIA DOLLAR ACHIEVES OPTIMAL IMPACT.\n**DUE TO RESTRICTED DISTRIBUTION OF TRADE SECRETS, WE CANNOT SHARE ALL 71 SUB-COMPONENTS BUT WILL REFERENCE SELECT OPTIMIZATION LEVERS BASED ON THE 9 KEY COMPONENTS OF AUDIOLYTICS\u2122: SETUP, VALUE PROPOSITION, POSITIONING, DEMONSTRATION, SUBSTANTIATION, OFFER, SCARCITY, PATH, AND EXECUTION.\nThe first Key Component of Audiolytics\u2122, our proprietary formula for decoding and optimizing creative, is the \u201cSetup.\u201d This is your \u201cattention grabber\u201d or \u201cemotional hook\u201d or any number of ways of saying, \u201cHey you!\u201d\nBut if you spend too much time saying \u201cHey you!\u201d, you\u2019re wasting time and money. To oversimplify, your Setup should attempt to last no longer than about 12.5% of the message\u2019s total runtime. In broad strokes, that allows each of the first 8 Key Components 12.5% of the total run time (the 9th component is \u201cExecution,\u201d which is the style of components 1-8). Each of these Key Components is comprised of 7-8 sub-components, for a grand total of 71 components that we evaluate for every ad we put in the marketplace. The actual word count of each section may fluctuate, of course, but 12.5% will work for our purposes here.\nThis is a Setup executed well:\nAllstate\u00a0\n\nWhy did they Succeed?\u00a0You might be surprised that this qualifies as a great Setup given the lack of shock value the category might allow (i.e. an attention-grabbing car accident). This ad uses the setup for the correct purpose \u2013 to introduce the problem the product solves. The other use of a Setup is to signal an opportunity that is available before actually introducing the product. In Allstate\u2019s Setup, the spokesperson names the problem of paying a deductible after having an accident. The Setup only lasts 5 \u00bd seconds of the ad\u2019s total 28-second run time. Because the Setup actually connects to the product, when Allstate is introduced, the listener has been teed up to receive the information. The viewer discovers Allstate offer discounts on your deductible for safe driving. The information hits more directly because it has been properly set up.\nThis is a Setup executed poorly\u2026\nProgressive\n\nAn advertisement needs to get your attention. Yes. And keep it. Yes. To what end? To entertain? To sell? Something else? First and foremost, resolve that question in your mind. What is the purpose of this commercial? The Annual Planning Brand Advertiser and the Direct Response Two-Week Test both need your attention. The longer your brand can wait for the payback, the more time your commercial can spend grabbing attention and winning the audience over. But no brand at any level has an excuse to bring up a subject that will distract the audience from the core solution your brand represents. It doesn\u2019t hurt to do it in a sophisticated and entertaining way \u2013 the quality of your ad does communicate a certain amount of value about your product or service.\nBUT once you have their attention, you need to clearly communicate some really good reasons to choose YOU, and then you have to ASK FOR ACTION. \u00a0Apple knows this. Google knows this. Amazon knows this. None of them are closing with \u201cCall now\u201d deadline-driven offers, and many use an entertaining hook to lure you into the conversation, but all of them land on the solution they are providing to the public.\nIt\u2019s like junior high. You\u2019ve worked up the courage, walked up and mustered the courage to use an opening statement that finds you talking to your crush. And, would you believe it? They\u2019re actually paying attention to you. Acne-faced, braced mouth YOU?\nNow what?\nYou ask them to the dance.","landing_redirection":""},{"id":1678,"title":"The Undertow of Media Consolidation in Podcasts","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0628092d-0df7-45b9-870f-2981688c8d94_photo-1599414093021-62119635db95.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-undertow-of-media-consolidation-in-podcasts\/","date":"March 15, 2018","description":"By: Grant Mueller \n\nWhile advertisers dominating a particular media marketplace is nothing new, the consolidation of buying power and presence in podcasts is certainly a cause for notice, and potentially, take steps towards risk mitigation. Without an understanding of the market dynamic (or a firm to provide awareness and guidance), you risk overpaying in an inflated market, not getting vital first access to inventory because of a lack of buying power, and not knowing when a competitor is about to completely shut down a turf war category in the space.\u00a0\u00a0\nAs advertisers like Squarespace, Blue Apron, and ZipRecruiter absorb so much market share that they become synonymous with the space, remember that podcast advertising is only a $220M industry; not even coming close to the one hundred times larger\u00a0 $22.38B that Radio claims for 2017. Because of the relative scale, there\u2019s a potentially risky market dynamic occurring that cognizant marketers and vendors ought to observe and strategically plan against. The general principle of diversifying an investment portfolio is still valid here, but there are also ways to be proactive in securing valuable inventory, ensuring access to inventory in general, and knowing when to lock in rates for longer terms (and when not to).\u00a0\nConsolidation in the marketplace is not limited to advertisers, but it is happening on the network level too. There are over 400,000 podcasts, and 1-3% of those have enough scale to be significant for advertisers. This diversity, therefore, is mostly consolidated into networks. The consolidation continues down the chain in the configurations of advertisers placing and agencies representing those advertisers. To start, most major content genres one could consider are built up into networks to leverage larger, flagship shows against smaller, lesser-known shows.\u00a0\nA great example of network consolidation is Crooked Media, whose flagship show is Pod Save America, hosted by founder and former Obama speechwriter Jon Favreau. While well over 1M unique listeners reportedly tune in for the twice-weekly episodes of Pod Save America, there are far less tuning into satellite programs such as Pod Save the People or Pod Save the World. Furthermore, Crooked Media is a part of the network Cadence 13, and represents a large portion of their podcast inventory by audience volume. By extension, Pod Save America could, in and of itself, represent a disproportionate amount of inventory for Cadence 13, thus putting a diversified media asset portfolio out of reach for them.\u00a0\nPerhaps obviously, this pattern follows the age-old business principle of \u201c80\/20\u201d, where 80% of your sales come from 20% of your customers (where, in this case, sales are ad revenues and customers are individual shows). That is not in and of itself a problem. The problem is that the space is still volatile enough that, with a simple swing of an election or a new phase in listening habits and preferences (similar to how we\u2019ve seen a major shift from serialized narrative to true crime and politics and now, daily news), the 20% is not as static as it may be in a more established business model\/media segment.\nCadence 13 is not the only podcast network with this model, but just one of the many case studies. This dynamic causes a few unusual wrinkles in the media vendor space. Firstly, this causes a \u201cseller\u2019s market\u201d for premium content, where talent groups with unique and audience-rich niches, like Crooked Media and Daily Wire, have the power and influence to essentially name a price (in the form of a high revenue-share or high revenue guarantee) to their potential sales representation firms (in these examples, Cadence 13 and Westwood One). If the revenue guarantee isn\u2019t accepted by the representation firm, they\u2019ll simply take the offer to a competitive network and be signed.\u00a0\nThis kind of partnership leads to a trickling down of unusually high pricing for advertisers that don\u2019t match normal market expectations. In other words, the premium paid by the network to have the shiniest jewel in the crown is passed on to advertisers (most of which, by the way, are still DR advertisers that live and die by efficient pricing). Furthermore, this creates a revenue model for the network that has a disproportionate amount of projected revenue based on a few key media assets, rather than a balanced portfolio with various revenue-producing media assets. This should read as a dangerous investment strategy for both networks and the investment institutions funding them, that, given the dynamism of the space, could create a series of bubbles and busts that hurt advertiser investment and relationships with networks due to a lack of consistency and trust.\nThe consolidation doesn\u2019t stop at the talent-network level but trickles to the advertisers. Here is where we define the difference between advertisers. Although both types are placing advertisements with a promo code or vanity URL, it can be said that there are true hybrid advertisers and direct response advertisers\u2014the former being defined as running partially direct response campaigns and partially reach\/awareness campaigns.\u00a0\nHybrid advertisers, like Squarespace, Blue Apron, Audible, Stamps.com, and ZipRecruiter fall into this group. These are advertisers that have been engaged with the space for years, if not since the beginning. There is little to no chance that ZipRecruiter placing as many spots as they did last week achieved a positive direct ROI on a show by show basis. They did, however, buy out an entire media type from any competitor who would ever dare jump into the space, and therefore their investment, if their goal is to win the turf-war, may be justified.\u00a0\n\tAmong the total paid spots that ran everywhere in the podcast universe last week, a majority of them were shared between those top 5 advertisers, whatever the reason. It stands to reason that a majority of the spend in the space is also made up of those five advertisers. Therefore, not only are networks not diversified in terms of revenue generating talent, but they are also not diversified in revenue from different advertisers.\u00a0\n\tThere isn\u2019t a problem if that status quo continues. The big five maintain their positions, talent contracts get ironed out, and the ecosystem thrives, or at least survives. There is a problem if and when something happens with the consolidated group of advertisers. If, in a landscape where 10-30% of a given network is driven by two advertisers (at 5-15% each), and if, in a downturn, those advertisers run out of VC funding, have poor IPO performances, or undergo internal reprioritization in that they choose to reduce their presence in emerging media (read: podcasts), then that marketplace takes a 10-30% immediate drop.\n\tThe effects of this are felt far and wide by advertisers that are active in the space. Suddenly, long sold-out inventory becomes available, often at lower prices. Entire categories open for the competitive advertiser that is next in line. Without an advocate on the ground and in the sky providing air surveillance (read: an agency), it is much more difficult for an advertiser with a direct network relationship to 1) anticipate the changing tide and 2) react in time not to be drowned by a competitor, the market, or both.\u00a0\n\tThis has happened before (recently) and willhappen again. Constant communication with networks and industry leaders helps to mitigate the risks, but for networks, the threat is very real. That is not to suggest that any single advertiser can sink the podcast ecosystem. The failure of one could raise supply so that substantial amounts of inventory go unsold with short notice. This in turn, deflates prices, leaving desperate networks who may not meet their revenue targets and have not diversified their advertiser portfolio nearly enough.\u00a0\n\tThis is not to suggest a coming apocalypse. It is a reminder that podcasts are still very much in their \u201cwild west\u201d phase, and market fluctuations will continue \u2014especially with volatile and nascent networks and advertisers intermingling. With the majority of advertisers engaging with podcast advertising at scale are venture funded and highly competitive, the recipe is right for constant flux in the marketplace. The key is to be working with a firm that understands these market fluctuations, and can strategically position you to protect your investments and leverage the opportunity they represent.\u00a0\nThe market will stabilize in the coming years as more mature media companies acquire content networks and more stable advertisers continue to trickle in, but now is the time to enlist and engage experts on all sides (advertisers, networks, and agencies) in order to maintain the status-quo, not live at the mercy of the shiniest ruby, and engage with the media in a meaningful and results-oriented way.","landing_redirection":""},{"id":1621,"title":"A SMART STRATEGY NEVER LOOKED SO STUPID","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/099c463d-74f2-4fa2-b716-e48d9d707cf6_download.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/a-smart-strategy-never-looked-so-stupid\/","date":"March 7, 2018","description":"","landing_redirection":""},{"id":1634,"title":"Ad BUDGETING FOR GROWN UPS: APPLYING THE 70\/20\/10","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2018\/02\/bf537161-a14f-4c6e-b9fa-c886ed366bfb_lukas-blazek-mcSDtbWXUZU-unsplash28129.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/by-dan-granger\/","date":"February 28, 2018","description":"By: Dan Granger \nWhen you\u2019re 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.\nYou\u2019ve had your first taste of success in acquisition marketing and it felt good \u2014 really good. But now you need to keep feeding the monkey. One day, your customer acquisition costs on Facebook\u00a0get\u00a0more expensive, and you\u2019re 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.\nPanic 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\u2019re going to need to do more than just list yourself in search engines; you must create demand. Facebook helps with this, but you can\u2019t be fully dependent on that one channel. It makes you too vulnerable and you know, at some point, there will be a ceiling.\nYou 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 \u201coffline media,\u201d and you realize that you need some help if you\u2019re 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\u2019ll spend more. The difference\u00a0now\u00a0is 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\u2019s petrifying.\nFortunately, 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\u2019t 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\u2019t realize that\u00a0when you\u2019re 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 \u201cmirror mirror on the wall,\u201d 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.\nCongratulations! You\u2019ve 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\u2019ve started hiring people with a bit more experience.\nYou\u2019re now a steady advertiser with quarterly budgets and a roster of proven media channels, but you start to plateau again. You realize that you\u2019re leveling off and the air is becoming increasingly thin, so you search for new media gems. They\u2019re not as easy to discover as in times past, and it\u2019s getting painful as new tests don\u2019t all pan out like the old. So now what?\nThe older I get, the more I appreciate the wisdom of institutional brands like Coca-Cola. There is a lot that you don\u2019t 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.\nThe 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. \u201ccrazy shit.\u201d\u00a0For 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\u2013 and sometimes groundbreaking\u2013 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.\nMost people don\u2019t 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.\nYour core is the 70. The 20 is for things that you aren\u2019t yet buying, but are bought by comparable advertisers. The 10 is for anything your little heart can dream of\u2013 where you can have some fun: opportunistic deals, unproven media, big ideas; tests for testing\u2019s 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.\nIt\u2019s 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.","landing_redirection":""},{"id":1677,"title":"Data Alone Will Not Save You","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/fed35252-fbc1-47f0-8c9c-6771a707e328_photo-1526374965328-7f61d4dc18c5.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/data-alone-will-not-save-you\/","date":"February 21, 2018","description":"By: Oxford Road \n\nIn 2012, Harvard Business Review\u2019s sexiest job of the 21st century was…Data Scientist?\u00a0\nIt\u2019s no wonder, given today\u2019s never-ending appetite for data. The prevalence and importance of analytics can be seen across all realms of business, and top universities have begun teaching data science as part of their curricula. Even top MBA programs are teaching tools and programming languages to prepare their students. Data and analytics have moved from almost exclusively IT and Finance into nearly every aspect of modern business. But, there is a deeper truth that few people talk openly about: data alone may do little to help your business, and when handled incorrectly can actually be painfully destructive.\n\u00a0\nThe \u201cdata-driven decision making\u201d trend prompted leaders to develop a nasty habit of looking for more data to prove any and all ideas. It became the be-all and end-all of everything. Despite this, the success of \u201cdata-driven decision making\u201d depends less on how much data is available, but more on what you can do with it. For this model to be successful, we need to address the following challenges*:\u00a0\u00a0\n\n*This is not the exhaustive list, but the most common.\u00a0\n\u00a0\n\nAsk the Right Questions\u00a0\nundefinedundefined\n\n2. Data Is Not Insight\n\nThere is often a missing link between data and business value. That missing link is generating actionable insights. This occurs at the intersection of business understanding, analytical thinking, and the necessary data to prove\/disprove the hypothesis.\nExample: You have two different CPAs for two different channels. One is for branded search at $20, and the other is for TV at $100. If you merely look at these numbers, TV at first glance is not very efficient. BUT, if you understand the interaction TV has on branded search\u2019s performance, you will realize that the $100 CPA for TV could hypothetically come out to $60. This context is essential to deriving insights from data.\u00a0\n\n\u00a0\n3.\tGarbage In, Garbage Out\n\nBy now most of us have accepted that no matter what we do, we are in the business of generating data. The reality, though, is most companies do not begin with a clear data strategy in mind, whatever their intentions may be. They usually start with a big idea, rush to market and worry about cleaning up the data and building a strong foundation after the fact. If you don\u2019t start with the data strategy in mind, you will continuously be playing catch-up, most likely generating what is effectively garbage, and digging the hole deeper as you go along.\u00a0\nExample #1 (the bad): You\u2019re a marketing manager, and you\u2019re using 15 different tools to manage a marketing campaign, which means there are at least 15 different sources of data. Each tool tells a different story, so what ends up happening is you spend three months trying to stitch 15 different outputs together. You lose time and money, and your marketing goals become less and less achievable. Your marketing strategy now becomes one of constant fire drills and catching up.\u00a0\nExample #2 (the good): You\u2019re a marketing manager, and you understand that data comes first. Because of this, you first layout your data strategy that can stitch vendors together in a holistic way. So, before you go ahead and pick the \u201ccool\u201d new vendor, you check if it will fit into your strategy. If yes, you\u2019re good to go. If not, you need to keep looking elsewhere. Once you activate this vendor, you start to see how your whole story moves together without having to create an entirely new project to understand the impact of this new initiative.\n\n\u00a0\nIn short, data alone will not save you. It can be your most powerful ally, but if not managed properly, your greatest enemy. Without the above three elements, no data-driven organization can produce value. We are in the advertising business, so we have the unique perspective toward companies who have done this well, but we also see, from time to time, the results of a poor data strategy and the destructive consequences that undermine important marketing efforts. If you ever need some truthful candor on how you stack up to others in your field, we would be glad to take a look. It can do wonders for your advertising programs.\u00a0\n\u00a0","landing_redirection":""},{"id":1692,"title":"How I Mastered Marketing by Losing $25,000 of Ron Popeil\u2019s Money in just 48 Hours","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ee7b5e05-4904-40a4-9528-81301d814364_photo-1518458028785-8fbcd101ebb9.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-i-mastered-marketing-by-losing-25000-of-ron-popeils\/","date":"February 14, 2018","description":"By: Gavin Ballas \n\nFive Performance Marketing Lessons I Learned from the Grand Master\n\u00a0\nOxford Road\u2019s EVP Client Strategy, Gavin Ballas, reflects on his early experience working for Popeil and the lessons even the most brand-conscious marketer can learn without running cheesy late night infomercials.\n\u00a0\nI lost $25,000 of his in just one weekend.\n\u00a0\n\u201cThey\u2019re only your friends because you have my credit card!\u201d\n\u00a0\nThat\u2019s what he told me the Friday before the weekend started.\u00a0\u00a0\n\u00a0\nAnd who could argue with a man who sold over $1Billion in Rotisserie Ovens?\n\u00a0\nThis guy was brilliant; he knew it was going to happen.\n\u00a0\nRon Popeil is a marketing genius.\n\u00a0\nBut what many may not know, he was also an incredible media buyer.\n\u00a0\nEarly in my career, I was a media buyer for the famous pitchman.\u00a0\u00a0\n\u00a0\nMaybe you\u2019ve heard of some of his \u201camazing\u201d inventions:\n\u00a0\nThe Pocket Fisherman, the Inside-the-Egg Scrambler, or even GLH 9 (Spray on Hair!).\u00a0\u00a0\n\u00a0\nOk…maybe you don\u2019t know his products…but you may know some of his catchphrases:\n\u00a0\n\u201cSet it and Forget it\u201d… or \u201cNot $200, Not $100 just three easy payments of $19.95!\u201d\n\u00a0\nOr the most famous one… \u201cBut wait there\u2019s more\u2026\u201d\n\u00a0\n(FYI – He never actually said that one but much of the infomercial world credits it to him)\n\u00a0\nOver the years many have written about Ron Popeil, the King of Late Night Infomercials.\n\u00a0\nEven podcast host and writer Malcolm Gladwell has written glowingly about his salesmanship and product design.\u00a0\u00a0\n\u00a0\nIt\u2019s true…he insisted on a glass door for the rotisserie so you could see the food cooking.\n\u00a0\nI can tell you, watching a spinning chicken basting in its fat is actually hours of great entertainment. Really!\n\u00a0\nBut salesmanship and product innovation weren\u2019t the only pieces of this puzzle.\n\u00a0\n5\u00a0 Helpful Lessons for Today\u2019s Performance Marketers\n\u00a0\n1. \u00a0 When it Comes to Media Buying, Hire Salespeople!\n\u00a0\nWhen Ron Popeil hired me to be a media buyer, I was surprised.\n\u00a0\nI had never actually bought media…not one pennies worth.\n\u00a0\nI had only ever been a radio salesperson. A good salesperson but not a media buyer.\u00a0\n\u00a0\nBut to my surprise, 8-out-of-10 of his media buyers also used to be salespeople!\n\u00a0\nTo be successful in performance marketing, you\u2019ll be buying at below-market rates.\u00a0\u00a0\n\u00a0\nBuying performance media often means buying at rates, and times that networks don\u2019t want to sell.\n\u00a0\nI was shocked how much persuasion and nudging I had to do for the networks to take my (Ron\u2019s) money.\n\u00a0\nThat\u2019s why you need to hire a smart, aggressive, and persuasive media agency that can sell media vendors on bending to your campaign\u2019s needs.\n\u00a0\n2. \u00a0 In the Media World, Past Performance is a Good Indicator of\u00a0 \u00a0 \u00a0 \u00a0 Future Performance.\n\u00a0\nEvery Friday was terrifying.\n\u00a0\nRon would call each media buyer to review the weekend\u2019s buys.\n\u00a0\nHe\u2019d start at one end of the hall and spend 15-20 minutes with each buyer.\n\u00a0\nYou better know everything about your media buys and how to defend them.\n\u00a0\nWe were buying $1-2 million in media each week when I was at Ronco.\n\u00a0\nThat was across hundreds of networks and local stations.\u00a0\u00a0\n\u00a0\nHe knew all the stations around the country intimately.\u00a0 He even knew how much they were worth.\n\u00a0\nAnd he always knew which one of your buys was the weakest.\n\u00a0\nIf you didn’t\u2019 have good reason to have made the buy…watch out!\u00a0\u00a0\n\u00a0\nIt was somewhat of a career highlight for me when Ron let me have it for making a bad buy!\n\u00a0\nHis approach was simple:\n\u00a0\nIf you received 100 orders from a station last Saturday afternoon, then\n\u00a0\nAssume the same station for the next Sunday afternoon would be 85 orders or less.\n\u00a0\nThat was key when offering a rate to clear the show.\u00a0 Know how much they are worth.\n\u00a0\n3. \u00a0 Build and Stack Value to Create a Compelling Offer.\n\u00a0\nTo create an offer that was impossible to ignore he focused relentlessly on increasing the perceived value of his offer.\n\u00a0\nHe always looked for complementary items with high value as an incentive.\n\u00a0\nOnce the value was high enough,\u00a0 Ron could make the offer \u201cfrictionless\u201d by taking away as many barriers to respond as possible.\n\u00a0\nWhen you look at your offer or your landing page, are you making it as easy as possible for a consumer to respond?\n\u00a0\n4. \u00a0 Every Customer Interaction is a Sales Opportunity\n\u00a0\nRon Popeil made $500K\/week in profit from customer complaints.\u00a0 Think about that!\n\u00a0\nRon took great pains to monitor every aspect of the customer engagement,\u00a0 all with an eye towards improving Lifetime Value (LTV).\n\u00a0\nThere was a large customer service department whose job it was to field calls from consumers complaining about the products and figure out how to end the call with an upsell to things like chicken ties (to keep the chicken from burning as spun), cleaning supplies, even his other products like spray-on hair!\n\u00a0\nBut Ron didn\u2019t want to wait for upsells to make money,\u00a0 he insisted on being profitable on the FIRST sale.\u00a0\u00a0\n\u00a0\n5. \u00a0 The Product is the Star.\n\u00a0\nRon Popeil understood that as good as he was at connecting with his audience – it was the product that sold itself – and that made it a business.\u00a0\u00a0\n\u00a0\nYou will not find a group that believes as strongly in the power of an influencer or host endorsement than Oxford Road.\n\u00a0\nHowever, before you put someone else\u2019s name or voice on top of your brand spend a great time and effort to make sure your product is as compelling as it can be.\n\u00a0\nImagine, if you didn\u2019t have the luxury of a great host endorsing your product.\u00a0\u00a0\n\u00a0\nWould your product stand up on its own?\n\u00a0\nCould it drive people to call or buy right now on its own merits?\n\u00a0\nGet the product or service as close to being the star before you add on host endorsements.\n\u00a0\nRon Popeil Built a Rotisserie Oven Business into a Unicorn.\n\u00a0\nBut he had 50+ years to perfect his approach to performance marketing.\n\u00a0\nI\u2019m guessing you, and your investors don\u2019t have that kind of time to learn.\n\u00a0\nYou Certainly Don\u2019t Want to Lose Money with a Bad Media Buy\n\u00a0\nFind a partner who has already learned from the mistakes.\u00a0\u00a0\n\u00a0\nFind a media partner who has depth of experience and knows your space.\n\u00a0\nShorten the learning curve.\n\u00a0\nNeed a recommendation? That\u2019s where we come in. I know a group that\u2019s here and ready to work with you.\u00a0\u00a0\n\u00a0\n\u201cBut wait there\u2019s more\u2026\u201d\n\u00a0\nCall me now…operators are standing by.\n\nI Lost Ron Popeil $25,000 in 48 hours and Learned a Lot About Performance Marketing\n\nFive Performance Marketing Lessons from the Master\n\nOxford Road\u2019s EVP Client Strategy, Gavin Ballas, reflects on his early experience working for Popeil and the lessons even the most brand conscious marketer can learn without running cheesy late night infomercials.\n\nI lost $25,000 of his in just one weekend.\n\n\u201cThey are only your friends because you have my credit card!\u201d\n\nThat\u2019s what he told me the Friday before the weekend started.\u00a0\u00a0\n\nAnd who could argue with a man who sold over $1Billion in Rotisserie Ovens?\n\nThis guy was brilliant; he knew it was going to happen.\n\nRon Popeil is a marketing genius.\n\nBut what many may not know, he was also an incredible media buyer.\n\nEarly in my career, I was a media buyer for the famous pitchman.\u00a0\u00a0\n\nMaybe you\u2019ve heard of some of his \u201camazing\u201d inventions:\n\nThe Pocket Fisherman, the Inside-the-Egg Scrambler, or even GLH 9 (Spray on Hair!).\u00a0\u00a0\n\nOk…maybe you don\u2019t know his products…but you may know some of his catchphrases:\n\n\u201cSet it and Forget it\u201d… or \u201cNot $200, Not $100 just three easy payments of $19.95!\u201d\u00a0\n\nOr the most famous one…\u201dBut wait there\u2019s more\u2026\u201d\u00a0\n\n(FYI – He never actually said that one but much of the infomercial world credits it to him)\n\nOver the years many have written about Ron Popeil, the King of Late Night Infomercials.\n\nEven podcast host and writer Malcolm Gladwell has written glowingly about his salesmanship and product design.\u00a0\u00a0\n\nIt\u2019s true…he insisted on a glass door for the rotisserie so you could see the food cooking.\n\nI can tell you, watching a spinning chicken basting in its own fat is actually great fun to watch!\n\nBut salesmanship and product innovation weren\u2019t the only pieces of this puzzle.\n\nHere are a handful of lessons that might well be helpful to today\u2019s performance marketers.\n\n\nWhen it comes to media buying…hire salespeople!\n\nWhen Ron Popeil hired me to be a media buyer, I was surprised.\n\nI had never actually bought media…not $1.\u00a0\n\nI had only ever been a radio salesperson.\u00a0\u00a0\n\nBut 8 out of 10 of his media buyers also used to be salespeople!\n\nTo be successful in performance marketing, you\u2019ll be buying at below market rates.\u00a0\u00a0\n\nBuying performance media often means buying at rates and times that networks don\u2019t really want to sell.\u00a0\n\nI was shocked how much persuasion and nudging to take my (Ron\u2019s) money.\n\nYou need to hire a smart, aggressive, and persuasive media agency that can sell media vendors on bending to your campaign\u2019s needs.\n\n\nIn the media world…past performance is a decent indicator of future performance.\n\nEvery Friday was terrifying.\n\nRon would call each media buyer to review the weekend\u2019s buys.\n\nHe\u2019d start at one end of the hall and spend 15-20 minutes with each buyer.\n\nYou better know everything about your media buys and how to defend them.\n\nWe were buying $1-2 million in media each week when I was at Ronco.\n\nThat was across hundreds of networks and local stations.\u00a0\u00a0\n\nHe knew all the stations around the country intimately.\u00a0 He knew how much they were worth.\u00a0\n\nAnd he always knew which one of your buys was the weakest.\n\nIf you didn’t\u2019 have good reason to have made the buy…watch out!\u00a0\u00a0\n\nIt was somewhat of a career highlight for me when Ron let me have it for making a bad buy!\n\nHis approach was simple:\n\nIf you got 100 orders from a station last Saturday afternoon…\n\nAssume the same station for the next Sunday afternoon would be 85 orders or less.\u00a0\n\nThat was key when you when offering a rate to clear the show.\u00a0\u00a0\n\n\nBuild and stack value to create a compelling offer.\n\nIn order to create an offer that was impossible to ignore he focused relentlessly on increasing the perceived value of his offer.\n\nHe always looked for complementary items with high value as an incentive.\n\nOnce the value was high enough he could make the offer \u201cfrictionless\u201d taking away as many barriers to respond as possible.\n\nWhen you look at your offer or your landing page, are you making it as easy as possible for a consumer to respond?\u00a0\n\n\nEvery customer interaction is a sales opportunity\n\nRon Popeil made $500K\/week in profit from customer complaints.\u00a0\u00a0\n\nRon took great pains to monitor each and every aspect of the customer engagement,\u00a0 all with an eye towards improving Lifetime Value (LTV).\n\nThere was a large customer service department whose job it was to field calls from consumers complaining about the products and figure out how to end the call with an upsell to things like chicken ties (to keep the chicken from burning as spun), cleaning supplies, even his other products like spray-on hair!\n\nBut Ron didn\u2019t want to wait for upsells to make money he insisted on being profitable on the first sale.\u00a0\u00a0\n\n\nThe product is the star.\n\nRon Popeil understood that as good as he was at connecting with his audience – it was the product that sold itself, and that made it a business.\u00a0\u00a0\n\nYou will not find a group that believes as strongly in the power of an influencer or host endorsement than Oxford Road.\u00a0\n\nHowever, before you put someone else\u2019s name or voice on top of your brand spend a great time and effort to make sure your product is as compelling as it can be.\n\nImagine, if you didn\u2019t have the luxury of a great host endorsing your product.\u00a0\u00a0\n\nWould your product stand up on its own?\u00a0\n\nCould it drive people to call or buy right now on its own merits?\u00a0\n\nGet the product or service as close to being the star before you add on host endorsements.\u00a0\n\nRon Popeil built a rotisserie oven business into a unicorn.\n\nBut he had 50+ years to perfect his approach to performance marketing.\n\nI\u2019m guessing you, and your investors don\u2019t have that kind of time to learn.\n\nYou certainly don\u2019t want to lose money with a bad media buy.\n\nFind a partner who has already learned from the mistakes.\u00a0\u00a0\n\nFind a media partner who has depth of experience and knows your space.\n\nShorten the learning curve.\n\nNeed a recommendation? I know a group that\u2019s here and ready to work with you.\u00a0\u00a0\n\nCall me now…operators are standing by.","landing_redirection":""},{"id":1612,"title":"Super Waste of Money: Analysis Shows $79M Squandered on Unfocused, Poorly-Executed Commercials During the Big Game","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/215a67db-60fb-47fd-a81b-12a632297a70_photo-1612178991541-b48cc8e92a4d.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/super-waste-of-money-analysis-shows-79m-squandered\/","date":"February 5, 2018","description":"By: Stew Redwine \n\nAd agency Oxford Road calculates high-priced spots were just 25 percent effective\n\nLOS ANGELES \u2013 FEBRUARY 4, 2018 \u2013 While the New England Patriots\u00a0 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.\u00a0\u00a0\n\nUsing its proprietary Audiolytics\u2122 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.\u00a0 The agency concluded that the commercials were, on average, just 25 percent effective.\u00a0 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.\n\n\u201cToo many firms focus on getting a cheap laugh or chasing trends at the expense of highlighting their overall value proposition,\u201d said Dan Granger, CEO of Oxford Road. \u201cAs 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\u2019s important to make sure these firms get the most for their money.\n\n\u201cUnfortunately, our analysis shows that the overwhelming majority do not.\u201d\u00a0\u00a0\n\nAudiolytics 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\u2019s 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.\n\nAccording to Oxford Road, the ad that performed worst was the T-Mobile spot \u201cLittle Ones.\u201d\u00a0 The minute-long commercial, which aired during the fourth quarter, when the game\u2019s 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.\u00a0 The best performing ad was one-minute spot \u201cDo the Math and Switch to Sprint\u201d from T-Mobile\u2019s cell phone competitor, which included the AI robot coworkers.\u00a0 It delivered an Audiolytics score of 95.3 and effectively used $9.5 million of the cost of the ad.\u00a0\u00a0\n\nAudiolytics is Oxford Road’s proprietary method to grade each commercial on its likelihood to drive in-market performance.\u00a0 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.","landing_redirection":""},{"id":1755,"title":"SUPER BOWL ADS TEARDOWN \u2013 TOP THREE FROM 2017","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/2018\/01\/9339384d-becd-41a7-a5a3-315bd97164c2_ScreenShot2020-11-24at10.09.56AM-1.png","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/super-bowl-ads-teardown-top-three-from-2017\/","date":"January 31, 2018","description":"Advertising professionals and journalists around the world are salivating uncontrollably in anticipation of critiquing this year\u2019s Super Bowl commercials. Invested marketing professionals suppress the butterflies in their stomachs as they await that moment when THEIR ad is in the BIG GAME. The rest of America is simply looking forward to a break from work and sharing a few beers, snacks, and laughs with friends and family. For our part, in anticipation of advertising\u2019s biggest event of the year, we ran an Audiolytics\u2122 analysis on three of the top ads from last year\u2019s Super Bowl to offer a different way of thinking about what\u2019s ahead\u00a0on Sunday, including\u00a0a reality check on the value many advertisers are leaving on the table.\nRefresher: Audiolytics\u2122 is Oxford Road\u2019s proprietary message development and scoring system that evaluates ads based on 9 Key Components and 71 sub-components, grading each commercial\u2019s likelihood to drive in-market performance. We fiercely guard the 71 sub-components that are used to generate a score and their weighting which is determined by hundreds of millions of dollars of performance data. We only speak in terms of the 9 Key Components that each of the 71 sub-components serves. These include Setup, Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution. The higher an ad scores in Audiolytics\u2122, the better it performs in-market. Our target for any piece of creative\u00a0is an Audiolytics\u2122 score of 90% or greater.\nThe\u00a0Analyses:\nFirst, we\u00a0look at the amount of time each ad spent persuading and do some back-of-the-napkin calculations to estimate how much of their media dollars were wasted. Then, we look at their Audiolytics\u2122 score and give them some pointers on how to up their game*.\nBud Light \u2013 \u201cGhost Spuds\u201d\n\nTime Spent Persuading:\u00a025 seconds\nMedia Dollars Wasted:\u00a0$10.8M\nAudiolytics\u2122 Score:\u00a080.34%\nSubstantiation\nIt\u2019s a fanciful world, but why not boost your credibility with Spuds quoting some meaningful facts about why Bud Light is better or even referencing, or being joined by, some other high profile spirit guides from Bud Light campaigns of yesteryear?\nOffer\nOffers are often omitted from spots more focused on awareness-oriented KPIs. Nevertheless, an offer always spurs results. They could take a page from this year\u2019s recently leaked promotion by\u00a0Stella Artois.\nPath\nThey showed Spuds and our protagonist at home, at a bar, and going to a friend\u2019s house \u2013 but they never explicitly stated where to get Bud Light. It might sound obvious, but there\u2019s a reason you see app store logos at the end of ads today: IT HELPS. Combine these directions with a limited time offer, and now you\u2019ve got something designed to drive better performance.\nAudi \u2013 \u201cDaughter\u201d\nTime Spent Persuading:\u00a06 seconds\nMedia Dollars Wasted:\u00a0$9M\nAudiolytics\u2122 Score:\u00a027.81%\nSetup\nLike most of the ad, the Setup is missing. The pain that is being solved by Audi or the opportunity their product\u00a0represents is clear but unrelated to the actual product itself. It is effectively a 60-second commercial to affirm that Audi is an equal opportunity employer. While no one could disagree with the noble attempt to address an important social issue, it does so in an emotion-laden fashion that side-steps the real issue \u2013 they are here to sell a car.\nSubstantiation\nLet\u2019s evaluate this ad under the premise that the purpose of the spot is to convince you that Audi is an equal opportunity employer and that this claim will compel consumers downstream to buy more Audis. The problem here is that they are legally required to be so, and they provide no hard evidence that they are doing anything above and beyond adherence to non-discrimination laws to prove their point.\nEverything Else\nThe reason this non-ad scores anything in Audiolytics\u2122 is because it has an engaging Setup, but doesn\u2019t connect that to the product directly. There is Demonstration of an Audi being driven AND the Audi logo is featured \u2013 but there is no path directing customers where to go. Points are earned for being customized to the parents of daughters, but it doesn\u2019t pay that off with a meaningful link to the product itself.\nP.S.\u00a0This evaluation is meant in no way to disparage the important movement toward equality the ad suggests to support, but the execution appears more like pandering than making a difference. Further evidence we have seen in the marketplace suggests that only a small percent of consumers make purchasing decisions based on the social good done by the company. Value Proposition trumps all in terms of what motivates a customer to buy. So, if Audi intended to use this ad as a forum to drive sales by association with a worthy cause, it failed. Not only because that tactic will not sell cars to the general public, but also because they did such a flimsy job of showing they are actually positioned to make a difference\u00a0beyond just adhering to the laws of the land.\nT-Mobile \u2013 \u201cBag of Unlimited\u201d\n\u00a0\nTime Spent Persuading:\u00a013 seconds\nMedia Dollars Wasted:\u00a0$2.8M\nAudiolytics\u2122 Score:\u00a074.07%\nPositioning\nOne simple addition to this ad\u2019s message is positioning T-Mobile\u2019s offer against competitors\u2019. By taking out a couple of Martha\u2019s off-the-wall cutaways, they could get in some additional proof points about T-Mobile\u2019s superiority in areas that matter instead of jokes that don\u2019t.\nDemonstration\nAnother building block of a persuasive message,\u00a0Demonstration of \u201cHow it works,\u201d is vital. In this case, only 13 seconds out of 30 were used to sell. This ad wants to drive a response, that\u2019s obvious. Showing us\u00a0how\u00a0should be the classic play out of the performance playbook*.\nOffer & Scarcity\nIt\u2019s the BIG game. T-Mobile has put down the BIG money. Why not make a BIG offer? It doesn\u2019t have to be overly complex. For example, \u201cFor anyone who switches during the month of February, we\u2019ll give you your first month of service\u00a0for FREE.\u201d\nConclusion\nJust because it\u2019s the Super Bowl\u00a0doesn\u2019t mean we check our brains at the door. An advertisement is not an advertisement unless it is made to sell. Audiolytics\u2122 is made to audit how well an advertisement does that. But, maybe another way of looking at it is that some of these \u201cads,\u201d like Audi\u2019s, aren\u2019t ads at all. And that\u2019s ok. Either Way, NBC will gladly take your money if you decide to play ball*. Our prediction for this year\u2019s game: Audiolytics\u2122 scores will come down below last year\u2019s levels, given the exuberance in the marketplace over a strong economy that shields marketers from tough accountability.\n*Mandatory\u00a0sports metaphor","landing_redirection":""},{"id":1688,"title":"Dynamic Insertion Already is the Future of Podcast Monetization","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/ee31d1db-e278-4034-9706-d38870443c97_photo-1561365789-e4cd39d6b21c.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/dynamic-insertion-already-is-the-future-of-podcast\/","date":"January 24, 2018","description":"By: Grant Mueller \n\nDynamic insertion has caught the eyes of investors, entrepreneurs, and advertisers for its potential to change everything about podcast advertising. If the system can become sustainable, revenues, content, and audiences will certainly follow; changing podcast advertising from a niche media investment vehicle into a lucrative, mainstream advertising channel that could propel podcast advertising into a multi-billion dollar industry.\nThere have been countless articles claiming that Dynamic Ad Insertion, or DAI, is the omnipotent ad-serving mechanism of Podcast advertising\u2019s future (mostly written by DAI platforms or platform partners); and almost as many have been written about how terrible DAI is for marketers in the podcast space. This won\u2019t be either of those. Instead, I aim to show where DAI and its associated technologies, publishers, agencies & advertisers, customers, and investors all intersect, and ultimately, who benefits when.\n\nFirst, a quick overview of the technology itself. DAI\u00a0 describes the injection of an advertisement, usually a :15, :30, or :60 second audio spot, into a podcast upon being accessed. Whether a podcast is streamed (e.g. via Stitcher) or downloaded (e.g. via iTunes), the host file is accessed, and an ad is placed based on targeting parameters. This method of delivery stands in contrast to traditional \u201clive\u201d, host read endorsements that are indistinguishable (and more importantly, unremoved) from the content of the show itself. We call these \u201cembedded\u201d advertisements.\u00a0\n\nSo why DAI? Put simply, it\u2019s a function of scale, control, and ultimately revenue. With over 400,000 podcasts on iTunes, it would be impossible to manage podcast advertising in the same way as Joe Rogan, Pod Save America, or Ben Shapiro. Since these shows have significant (relative) scale, buying them is often done on a one-off basis, requiring phone calls, network relationships, negotiations, host onboarding, buy placement, manual verification, and buy maintenance. They are prone to multiple errors that birth inefficiencies, like hosts misreading the CTA, lack of timely proof that the spot airs (in the form of receiving an aircheck), or a scheduled drop simply not happening and having to be rescheduled or cancelled.\u00a0\n\nSo, while it can make sense for an agency, advertiser, and publisher to engage in these operations when the shows are at scale, it is operationally infeasible for the same parties to execute in this way for 10,000 placements in shows that would cost, by themselves, $2 each. There has to be a better way if the industry is to scale in both ways: the big shows will continue to get bigger (corresponding to mainstream audience growth) and be purchased in the manual way, while the hundreds of thousands of smaller shows will depend on bourgeoning technologies like DAI to monetize.\u00a0\n\nBecause DAI will support smaller, niche shows in their monetization efforts, it will play a crucial role in expanding the diversity and volume of all types of content and genres. This will, in turn, bring in new niche audiences to the space, which is a main draw for advertisers: using podcasts as a vehicle for exposing audiences who would otherwise remain unexposed using traditional media vehicles like digital, TV, radio. Therefore, DAI will support the entire ecosystem: content producers and publishers by injecting funding for diverse content development; audiences by giving them more tailored, niche content types to seek out in podcasts (or a reason to seek out podcasts in general); and advertisers and agencies by creating an efficient system of buying placements that can scale.\u00a0\n\nCertain advertisers will benefit more than others. As it stands, DAI functions very well for brand advertisers. It allows for content control by using wholly pre-recorded and potentially reviewable spots, whereas creative control is often a liability when it comes to embedded, native reads. Secondly, it allows for more precise campaign parameters, like DMA\/Zip Code\/Country fencing, which is important if an advertiser needs to run region specific marketing campaigns. Additionally, certain advanced forms of DAI serving, like Panoply\u2019s platform Megaphone, utilize third-party data providers (in Panoply\u2019s case, Nielson), which allow for the data-driven behavioral targeting that feels familiar to social and digital marketers.\u00a0\n\nThe future is also bright for brand advertisers as the technologies that underpin these platforms advance. With new ways of identifying listeners, a reach number that is actually verifiable isn\u2019t too far off. Correspondingly, frequency of users across a TBD, industry standard, unique identifier may be possible if the different platforms can agree to share this data through some sort of independent third party. This would complete the brand advertising puzzle: creative control, targeting parameters, reach and frequency (as a natural byproduct of verified impression delivery).\u00a0\n\nSadly, DAI is not currently a successful ad delivery type for performance advertisers. Reasons why are only theories, but there are a few factors that could be inhibiting performance.\u00a0\n\nFirst, embedded ads are priced on a CPM basis, which is based in estimated downloads (impressions) a given show will deliver, rooted in a 30 day per episode average. Impression delivery is therefore uncapped, and over-delivery is a mainstay of successful podcast campaigns. Because DAI is strictly impression-based serving and is also based on a CPM, your $20 CPM will remain a $20 CPM, whereas a $20 CPM on an embedded read could easily become $10-$15 due to over-delivery. Therefore, you can gain 50% more efficiency, simply by buying embedded reads.\u00a0\n\nThere is an easy fix to this, which creates a pricing conundrum for publishers and platforms. In order to participate in DAI, publishers often have hefty bandwidth fees that are due to the DAI platform. This creates upward pricing pressure, and eliminates the possibility of lowering CPMs to a level where they would perform. So, until bandwidth becomes cheaper (either through technology or through platform competition), the pricing question will remain un-addressable.\n\nAnother possibility for the relatively low DR response rates from DAI delivery could be the likelihood that if you\u2019re placing advertisements via DAI, an advertiser may not be accessing a host-read endorsement (as you may be running across multiple shows with the same spot, thereby prohibiting a unified \u2018host\u2019 as a voice). Moreover, DAI advertisements may fit neatly inside beginning and end ad markers, whereas embedded ads often go over the purchased time (a :60 turning into a 1:35, for example), which could significantly impact performance. One of the major forces at work in podcast advertising is a personalized endorsement, so by not utilizing the connection that the host has to his or her audience, an advertiser may be losing out on the key value of the medium.\u00a0 In limited testing at Oxford Road, we haven\u2019t seen this play a decisive role when using host-read vs. non-voiced spots as a variable.\u00a0\nBecause of its importance to the podcast ecosystem, there has to be hope for successful DR response via DAI, and it\u2019s only a matter of time before someone cracks the code. A few things might happen that could catalyze the marketplace for performance advertisers. For example, if brand advertisers find that DAI is a safe alternative to embedded reads, more dollars could be invested in DAI placements, which could reset what looks like, at times, a sellers\u2019 market. This could push prices on both DAI and embedded placements down for DR advertisers, as brands will be able to afford higher prices on the more efficient (from a publisher-profit perspective) placements (DAI). Meanwhile, DR advertisers will be able to continue their stronghold in the embedded space while achieving efficient pricing on DAI placements that won\u2019t drive publishers into a loss.\nAdditionally, in thinking about how DAI will indirectly provide more fiscal flexibility to afford a direct response DAI marketplace, it is possible that organically growing audiences coupled with increased revenue from brand advertisers utilizing DAI could further stimulate an already excited investor market, leading to even more venture capital flowing into the marketplace. The cascading benefits would run full circle as new capital means more content, more new audiences, and better technology (theoretically), which would lead to more capital ad infinitum.\u00a0\n\nIn sum, DAI is a good thing. It\u2019s a necessary tool for monetizing a growing space that is as diverse as the internet, since literally anyone with a smartphone can record and upload a podcast. It\u2019s not perfect yet, but it\u2019s already proving to be a pivotal element to the ecosystem. As performance advertisers, we may have to wait until pricing is more efficient and the tech more sophisticated, but we\u2019re not far away. In the meantime, as it pertains to brand advertisers, publishers, content producers, and audiences, DAI is the rocket fuel that will take podcast advertising even further off the ground.\u00a0","landing_redirection":""},{"id":1680,"title":"The Feels and The Facts","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/598e3631-ecaa-4e0b-b735-cb484cc58dd4_photo-1543286386-713bdd548da4.webp","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-feels-and-the-facts\/","date":"January 17, 2018","description":"By: Stew Redwine \n\nThis Verizon TV commercial caught my eye because it includes something that often gets left out of advertisements. Especially those that are couched as a \u201cbrand play.\u201d Facts. Google used the same move, for the same phone, in this playful TV commercial. They\u2019re showing you, through demonstration, and telling you, by listing specific facts, about features you care about and will benefit you – and doing it 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 \u201cYou can take 1.73 pounds just about anywhere.\u201d 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\u2019s a delicate balancing act, but in MOST cases there is far more feels, or emotional appeals, in a piece creative than facts, rational appeals. We\u2019ve 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.\n\nAudiolytics\u2122 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.\n\nToo 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 the heart. And the Zeitgeist is all about catching feels. Take a look at Ace Metrix break down of TV spots from 2017","landing_redirection":""},{"id":1600,"title":"FACTS + FEELS = BETTER PERFORMANCE","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3bc36f0c-8a7b-457e-bcfa-d5046c1b4a53_eddy-billard-M5UD_FyuDl8-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/facts-feels-better-performance\/","date":"January 17, 2018","description":"By Stew Redwine\n\nThis Verizon TV commercial\u00a0caught my eye because it includes something that often gets left out of advertisements,\u00a0especially those that are couched as a \u201cbrand play.\u201d Facts. Google used the same move, for the same phone, in this\u00a0playful TV commercial. They\u2019re showing you, through demonstration, and telling you, by listing specific facts, about features you care about and will benefit you \u2013 and doing so\u00a0in 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 \u201cYou can take 1.73 pounds just about anywhere\u201d 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\u00a0a man sitting at a desk talking at the audience. It\u2019s a delicate balancing act, but in MOST cases, there are far more feels\u00a0or emotional appeals\u00a0in a piece creative than facts and\u00a0rational appeals. We\u2019ve 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.\nAudiolytics\u2122 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.\nToo often these two aspects of a persuasive message and any message for that matter are seen as a trade-off:\u00a0you either appeal to the head or to the heart. And the Zeitgeist is all about catching feels. Take a look at\u00a0Ace Metrix\u2019s break down of TV spots from 2017","landing_redirection":""},{"id":1624,"title":"HOW TO GET THE BEST ROI OUT OF YOUR AD AGENCY","blurb":"","img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/5c89aa6e-8ebd-4205-a91f-7658dfbed249_scott-graham-5fNmWej4tAA-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-get-the-best-roi-out-of-your-ad-agency\/","date":"January 10, 2018","description":"HOW TO GET THE BEST ROI OUT OF YOUR AD AGENCY\nBy: Dan Granger \nConfessions of an Advertising Man\u00a0was 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.\nThere is little that can be said about advertising in 2018 that David Ogilvy didn\u2019t already say over half a century ago, including Chapter 4, entitled \u201dHow to Be a Good Client\u201d. 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:\n\u00a01. STATE A CLEAR GOAL \nIt 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 \u2013 keep them SMART (Specific, Measurable, Achievable, Realistic, Timely).\nAcceptable Example KPIs:\n\u2022 100,000 new customers this year at a $100 CPA\n\u2022 Move from #3 to #2 in our category in market share by the end of June\n\u2022 Increase ROAS from $2.12 to $2.47 by EOY\nUnacceptable Example KPIs:\n\u2022 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 \u2013 but make it super scalable.\n\u2022 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.\n\u2022 We\u2019re 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.\n2. SHARE DATA\nEngaging 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 \u2013 aka, good work \u2013 you must not hold back. Once you select your agency, finish the trust fall and share. Also, it helps if the numbers are\naccurate. 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.\n3. SET AND MANAGE EXPECTATIONS \nMuch of the burden here is on your agency to manage your expectations. They should never get a pass. But please, don\u2019t 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.\n4. MAKE SURE IT’S A CULTURE FIT \nAdvertising is hard. You must invest so much of yourself, on top of the financial commitments, to achieve your goals. It\u2019s 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.\n5. DEMAND BUY-IN \nYou 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.\nYour 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.\nWhen Oxford Road was just a side hustle, we had the pleasure of launching Dollar Shave Club\u2019s 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\u2019d like to believe that deep connection played a small part in their now famous growth story.\n6. DEMAND LEADERSHIP \nWe have a neon sign in our office that says \u201cHere\u2019s what we need to do.\u201d 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.\n7. ACKNOWLEDGE YOUR BLIND SPOTS\nDon\u2019t fight it. You have deficiencies. You need a strong agency partner who won\u2019t 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.\n8. MANAGE AGENCIES LIKE EMPLOYEES\nLet\u2019s 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\u2019t micro-manage. If they have performance problems that might threaten the engagement, tell them so, and in no uncertain terms. \u201cI need you to do X, by Y date, or Z will happen.\u201d 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, \u201cCan I still use their services for work within their skill set, while giving other parts of our business to a different firm?\u201d 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\u2019ve been with you, the longer you want to take to wind them down. Remember, families depend on your business, so don\u2019t quickly cut and run from a partner who has faithfully served you and your team.\n9. OVER COMMUNICATE \nThe 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\u2019t be passive-aggressive. Some advertisers may make snide comments or casual digs, but never actually address the issue head-on.\nIf you\u2019re 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\u2019ll get better performance, and feel better in the long run, knowing you were diligent about what you could control.\n10. FOLLOW THE GOLDEN RULE FOR THEIR P&L \nYou 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\u2019s 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\u2019re worried that you\u2019re 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.\nIn closing, set goals, be clear, share information, make demands, over communicate, share the spoils of war \u2013 BUT FIRST, read\u00a0Confessions of an Advertising Man.","landing_redirection":""},{"id":1615,"title":"How to get the best ROI out of your Ad Agency","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/3543b132-c778-4cc4-a3ed-8b57fa93b7ab_photo-1544819667-9bfc1de23d4e.webp","image_alt":"","button_text":"","topics":[],"category":["newsletter","thought-leadership"],"termslug":"newsletter, thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/how-to-get-the-best-roi-out-of-your-ad-agency1\/","date":"January 10, 2018","description":"By: Dan Grander \n\nConfessions 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.\u00a0\n\nThere is little that can be said about advertising in 2018 that David Ogilvy didn\u2019t already say over half a century ago, including Chapter 4, entitled \u201dHow to Be a Good Client\u201d. 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:\n\n1.\u00a0 \u00a0 State a Clear Goal\n\nIt 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 \u2013 keep them SMART (Specific, Measurable, Achievable, Realistic, Timely).\u00a0\n\nAcceptable Example KPIs:\u00a0\n\u2022\u00a0 \u00a0 100,000 new customers this year at a $100 CPA\n\u2022\u00a0 \u00a0 Move from #3 to #2 in our category in market share by the end of June\n\u2022\u00a0 \u00a0 Increase ROAS from $2.12 to $2.47 by EOY\n\nUnacceptable Example KPIs:\n\u2022\u00a0 \u00a0 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 \u2013 but make it super scalable.\n\u2022\u00a0 \u00a0 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.\n\u2022\u00a0 \u00a0 We\u2019re 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.\u00a0\n\n2.\u00a0 \u00a0 Share Data\n\nEngaging 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.\n\n3.\u00a0 \u00a0 Set & Manage Expectations\nMuch of the burden here is on your agency to manage your expectations. They should never get a pass. But please, don\u2019t 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.\n4.\u00a0 \u00a0 Make sure it\u2019s a culture fit\n\nAdvertising is hard. You must invest so much of yourself, your time, your finite financial resources to achieve your goals. It\u2019s 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.\u00a0\n\n5.\u00a0 \u00a0 Demand Buy-In\n\nYou 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.\u00a0\n\nYour 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.\u00a0\n\nWhen Oxford Road was just a side hustle, we had the pleasure of launching Dollar Shave Club\u2019s 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\u2019d like to believe that deep connection played a small part in their now famous growth story.\n\n6.\u00a0 \u00a0 Demand Leadership\n\nWe have a neon sign in our office that says \u201cHere\u2019s what we need to do.\u201d 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.\u00a0\n\n7.\u00a0 \u00a0 Acknowledge Your Blind Spots\n\nDon\u2019t fight it. You have deficiencies. You need a strong agency partner who won\u2019t 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.\u00a0\n\n8.\u00a0 \u00a0 Manage Agencies Like Employees\n\nLet\u2019s 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\u2019t micro-manage. If they have performance problems that might threaten the engagement, tell them so, and in no uncertain terms. \u201cI need you to do X, by Y date, or Z will happen.\u201d 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, \u201cCan I still use their services for work within their skill set, while giving other parts of our business to a different firm?\u201d 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\u2019ve been with you, the longer you want to take to wind them down. Remember, families depend on your business, so don\u2019t quickly cut and run from a partner who has faithfully served you and your team.\u00a0\n\n9.\u00a0 \u00a0 Over-Communicate\u00a0\u00a0\n\nThe 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\u2019t be passive-aggressive. Some advertisers may make snide comments or casual digs, but never actually address the issue head-on.\u00a0\n\nIf you\u2019re 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\u2019ll get better performance, and feel better in the long run, knowing you were diligent about what you could control.\n\n10.\u00a0 \u00a0 Follow the Golden Rule for their P&L\n\nYou 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\u2019s 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\u2019re worried that you\u2019re 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.\n\nIn closing, set goals, be clear, share information, make demands, over communicate, share the spoils of war – BUT FIRST, read Confessions of an Advertising Man.","landing_redirection":""},{"id":1757,"title":"RAIN SUMMIT WEST","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/0abebb42-30cd-4d7c-b156-a83c8f52f6f3_download.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/rain-summit-west\/","date":"April 21, 2015","description":"Our CEO Dan Granger was a featured panelist at RAIN Summit West in Las Vegas.\n\u201cOXFORD ROAD CEO\/founder DAN GRANGER remembered the success he saw at CLEAR CHANNEL in using talent endorsements and recounted chasing down ADAM CAROLLA in a parking lot as CAROLLA was getting his podcast up and running and suggesting that his clients would work well with what CAROLLA was doing\u201d\nSee more\u00a0here\n\u201cEndorsement spots are the mother\u2019s milk of talk radio, and they R.O.I. best as podcast ads too, according to Dan Granger from the Oxford Road agency, who places advertisers in podcasts: \u201cWe look for influence.\u00a0 Engagement is deeper when you hear a human talk and give an opinion about something.\u201d\u00a0 He reports that \u201c\u2018Serial\u2019 buzz has brought a lot of attention\u201d from big brand advertisers, \u201cMadison Avenue starts to take notice.\u201d","landing_redirection":""},{"id":1761,"title":"Self Made Entrepreneurs interview with CEO Dan Granger","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/85b84d2d-e1d5-4dfe-ba64-137acf8d2010_roger-bradshaw-1PPoNhMzAmY-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/link-to-interview\/","date":"January 31, 2015","description":"\u201cDan Granger, started moonlighting in his own business, a direct marketing ad agency that specializes in audio, when he was an advertising salesman at a radio station. He landed comedian and popular podcaster Adam Corolla as a client and has doubled his agencies sales every 6-months, billing out $4 Million in December 2014\u201d\nLink to Interview","landing_redirection":""},{"id":1763,"title":"Getting Clients Under The Influence.","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/98f5eae3-11f1-46ff-b827-f15ec9372c6f_elijah-macleod-9xaLKZvYxnA-unsplash-scaled.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/our-ceofounderdan-granger-was-featured-in-an-interview\/","date":"June 2, 2014","description":"Our CEO\/Founder\u00a0Dan Granger was featured in an interview on VentureBlend:\n\u201cOxford Road stands out in the marketplace by creating unique influencer marketing campaigns for companies such as Dollar Shave Club and LegalZoom. What marketing strategies have you had success with attracting customers to Oxford Road?\nWe came into this company with an unfair advantage. I had ten years of advertising sales under my belt and a great rolodex of VC funded companies in the state of California that needed a solution like what we provide. So we hit the ground running with clients on day one and have grown very organically since then with referrals and the same methods of outreach we used when I worked in Radio.\nIt comes down to knowing our clients and what they really need. Then being able to tell our story in a way that speaks to the pain they experience. There are not many people in the media world that can have a serious discussion with online marketers about offline attribution methods, creative optimization, media planning in new channels like Podcast and YouTube, etc. Our biggest marketing strength comes from our understanding and solutions to our clients problems. When their ads work, growth becomes very organic for our agency.\u201d\nLink to Article","landing_redirection":""},{"id":1758,"title":"Announcement","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/339625a4-68eb-4f89-a76a-e7daca2c0c64_scott-macdonell-o2n82nx6ogzexyt6rqm4jmwk9uasv41nq3ajb4t0y4.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/vp-of-marketing-for-legalzoom-scott-led-the-charge\/","date":"March 31, 2014","description":"As a partner of Oxford Road, I want you to be among the first to know that something monumental has happened.\nJust over ten years ago, I was struggling to make it through my first year in sales at Clear Channel Radio. I landed an appointment with a guy named Scott with a new startup at 7083 Hollywood Blvd. called\u00a0LegalZoom.com. After a long due diligence process, Scott believed in his gut that a radio endorsement would work, but also had the math to prove it. With a new job, new house, and newborn baby at home, he told the executive team at LegalZoom that he\u2019d bet his job on the campaign working.\nUpdate: It worked. Ten years later, LegalZoom\u2019s endorsement with Bill Handel still runs on KFI. LegalZoom is now a household name \u2013 but it all started with that KFI buy in 2004. As VP of marketing for LegalZoom, Scott led the charge into Radio, TV, digital advertising, and has overseen or personally developed all creative executions. His foundation was solid. He began his career at Leo Burnett, buying and planning for P&G, and subsequently a scrolling list of other advertiser successes. If I ever needed a sound opinion on how to make a campaign work, Scott has been my go-to. Scott has also been one of my closest friends.\nMove forward 10 years, and now Oxford Road operates in that same building, on 7083 Hollywood Blvd.\nIt is with great pride that I welcome my friend and mentor, Scott MacDonell back to 7083 Hollywood Blvd. to join me as Managing Director of Oxford Road.\u00a0Scott will preside over our day-to-day operations and make sure that our clients have the best possible creative, media placement, analytics and service. Most importantly, he\u2019s going to make sure the ads work.\nGood things ahead.\nDan\u00a0Granger\nCEO","landing_redirection":""},{"id":1714,"title":"The Founding Letter","blurb":null,"img":"https:\/\/oxfordroad.com\/wp-content\/uploads\/images\/90c6c262-e069-4e0c-a1a7-4d4c7db73be8_dan-granger-thumbnail.jpg","image_alt":"","button_text":"","topics":[],"category":["thought-leadership"],"termslug":"thought-leadership","tag":"","post_url":"https:\/\/oxfordroad.com\/thought-leadership\/the-founding-letter\/","date":"July 1, 2013","description":"\u201cThe secret to career happiness is to get paid to do that thing that made you weird as a kid.\u201d\nNot sure who said it, but I really like that one.\nEvery business is in some way, a fractal of its founder. So it\u2019s good you should know a bit about me.\nI 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\u2019s actions, but for its ability to cause them. Small wonder I fell into advertising.\nMy 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.\nI built some relationships on that street that are standing strong today. To me, that\u2019s 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\u2019 customers. Our ability to connect with our clients\u2019 customers is the real measure of the value we bring.\nOur Agency is here to provide a platform for growth.\nAdvertising 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.\nWe believe firmly in accountability. Don\u2019t judge us by Cost Per Point. Don\u2019t count how many sporting events we take you to or big nights on the town. You won\u2019t be impressed. Our job is to get you more customers at a price you can afford, over and over again. We don\u2019t 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.\nWe 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.\nWhen it comes to your product or service, we subscribe to Ogilvy\u2019s \u201cWe sell or else\u201d philosophy. And we don\u2019t offer transparency in advertising performance as a suggestion. We demand it. Hold us accountable and watch what we do.\nAs 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\u2019re going to do things differently here.\nOxford Road is a path. We want your business to benefit from our quirks, our scars, and our character.\nI hope you\u2019ll take a stroll with us.\nSincerely,\nDan Granger\nCEO & Founder","landing_redirection":""}]

April 2, 2025

newsletter

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)

So What is a Podcast? We Polled Over 4,000 People, Launched a Docuseries, and May Have Started a Revolution.

January 1, 2025

newsletter

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!

Here’s What We Learned: The Influencer Opens the 2024 Archives

June 26, 2023

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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

2023’s Home Strech; The Smartless Network Grows; The Audio Insurgent Rains on Podcast’s Parade; Nielsen Weighs in on All Things Audio

May 24, 2023

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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

How Audio is Dealing with A.I. Tech; The Writer’s Strike Affects You; AAPI-Focused Podcasts You Should Consider; Pod Host Makes a Millionaire Match

April 27, 2023

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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

AM to PM: Political Podcasts, Radio's Last Stand, and the New Cronkite Era

April 19, 2023

podcast

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

Joseph Jaffe is not famous. But, he is on our podcast.

April 5, 2023

podcast

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

MRT Industry Edition Returns with First-Time Super-Host Kristen Duenas

March 29, 2023

podcast

(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

Sound Success: Oxford Road Creative Director Reveals the Simple Secrets to High-Impact Audio Advertising

February 22, 2023

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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

Podcast - A Buyers Market Again

December 7, 2022

thought-leadership

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. It was 2012, and after six years of poking at the budding universe of on-demand audio, I was looking for a way in. I served as a foot soldier in Clear Channel’s army (now iHeartMedia), selling and managing local radio campaigns. I knew the field was ripe for disruption and believed to my core that Podcast would be the answer, and I couldn’t find a way to make a living at it. Then I met Adam Carolla. He was doing a hit on a local radio broadcast to plug his new podcast venture in a studio a stone’s throw away from my desk. He was the first household name to leave traditional media behind and go all in on the new platform. And he was right down the hall at Clear Channel. So I waited until he finished and pitched to get permission to sell sponsors into his show as he walked to his car. We ran a few tests, and the ads worked like magic for our clients. Along with my trusted associates Gary Brown and Miranda Romano (still key leaders at Oxford Road), we began a cold outreach campaign to any podcasters with enough published reviews on apple to suggest a marketable audience. Then I saw the headline that former radio colleague Kit Gray had teamed up with Radio Industry Titan, Norm Pattiz, to launch a new venture organizing an independent network to turn this fledgling forum for audio hobbyists into an entire industry. When Norm Pattiz entered the podcast arena, it was a shot across the bow. He locked up Adam Carolla in a representation contract as the cornerstone of his new network. Despite our efforts, there was no getting around Norm Pattiz and PodcastOne. I had heard stories about Norm, the radio legend, and I instantly believed they were all true the moment we met. He was intimidating. Like the legends of old Hollywood powerbrokers who might say, “You’ll never work in this town again” if you crossed them. His assistant would call you and say she had Norm Pattiz on the line. But when we spoke about the business, he was focused, measured, and saw imaginative paths to a win-win. I accepted the new reality without any alternative options, and we started conducting business in good faith. Norm always delivered. He and his team worked with us to ensure client objectives were met while adding a pinch of old-fashioned Hollywood razzle-dazzle. The guy had first-class taste and the resources to create experiences that caused bonds to form between Network, Talent, Agency, and Client. The consummate showman, he taught me how we could do serious business and still have some fun. He had a bit of PT Barnum in him and modeled ways to stand out in an industry I’m still trying to digest. He was also funny and enough of a rascal that age wasn’t a burier to the relationship. Norm was not for everybody, but he was definitely for me. He has his fingerprints on the success of our agency and supported us as we rose from a struggling startup to the leading independently owned audio agency in the world. Over time, I got to know Norm better. I respected what he was able to achieve in our industry and found him very accessible in giving me advice on what it meant to run a business. He made his way into my heart most deeply as a true friend to Oxford Road and me in a time of need. After a few years of meteoric growth at Oxford Road, we entered a season of growing pains that introduced new challenges I had never experienced. Norm ended up on my business 911 list and graciously guided me out of some jams, for which I’ll be eternally grateful. Norm Pattiz believed in me. He would invite me to guest on shows and panels. When the pandemic hit, I started a new podcast for marketers to help guide them through uncharted waters. Lke many partners, Norm came on the show as an early guest when we didn’t have the audience to justify his time. Not only did he come on, he also contacted me after and invited us to join his network, knowing full well our niche focus would never be a real money maker. That’s why today Media Roundtable is part of the PodcastOne network. Norm was a visionary. Like Cornelius Vanderbilt moving from shipping to rail at 70, he left the industry where he had made his fortune because could see change was in the air. Podcast would disrupt Radio and become the digital beachhead to revitalize the industry, and he saw that years before his radio peers. Pioneers are generally complex people, and Norm Pattiz was no exception. But if you want a revolution, you need to accept complex people as friends. Hopefully, they’ll accept your complexities too. If you work in the podcast industry or even listen to podcasts, you should know that Norm Pattiz was the first true Captain of Industry to step onto the field. In his final act, he rolled up his sleeves and poured the concrete for the roads we’re now walking on. Norm positively impacted millions of people, and I will raise my hand and say he made my life better through his generosity, wisdom, and friendship. Farewell, my friend. May your voice forever echo. Dan

Podcast Loses A Friend

October 12, 2022

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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

Oxford Road Founder & CEO was a Guest on POZCAST

September 28, 2022

thought-leadership

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

A Week Off for The Media Roundtable

August 31, 2022

thought-leadership

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.

Ben Shapiro's Surprise Podcast Movement Appearance

August 16, 2022

thought-leadership

Oxford Road's Path to Brand Safety & Suitability

August 3, 2022

newsletter

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.

Economic Uncertainty is Not All Doom and Gloom

May 4, 2022

thought-leadership

$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. The effectiveness of this is 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. New media channels are a gamble. To balance risk and upside, structuring a test with an outcome in mind and spending as little as possible to understand the viability of a campaign, via both performance and scale is responsible. Early in my customer acquisition career, I was so excited to test everything emerging under the sun. Back then I had to pass on most deals larger than five figures because my more experienced management did not see the upside of what I thought was a nominal risk. So, I had to stay under that figure or make a compelling case for anything greater. Why? Because I chose not to focus on pushing what is working in favor of the shiny or grass is greener for further growth. The greater budget freedom was not available to me because I struggled to put together a strategic rationale that explained why X was a better use of resources than Y. I was ahead of the curve in quantifying funnels (or customer journey) and measuring performance, but could not explain why the gamble was worth a five-figure bet in a manner that demonstrated upside. As a result, I spent too much time testing networks and platforms that did not have minimums. Hoping the immediate performance was close enough to our average performance to increase our investment. When it did, I would graduate the channel from my bench into my core mix. When it didn’t and was more often the case, I’d still consider coming back to the channel when there was a material difference between their product and ours. Like most MLB batters, tests converted in the typical 25% range, so I would reference the difference between an all-star (.300 batting average) and a failure (the “Mendoza line” of .200). Today, a round minimum figure to test a media channel is too often used to justify required FTEs in order to make sure the brand is taken seriously. In a rational world, a minimum test budget is a byproduct of bespoke brand KPIs calculated from a bottoms-up approach. I understand a media channel or agency’s cost of doing business, but it shouldn’t come at the expense of their future growth from the brand. A publicly traded ad platform prompted this rant. They said $5K was enough to test. And in Q4! The brand’s media agency agreed. I requested their forecasted results and what went into the figure. None were used. Just that $5K is enough to test. I couldn’t resist asking what AOV they used in their forecast. When they shared it was 20% of ours, they assured me that their recommendation remained valid. A month after the test concluded, a campaign recap was not put together to tell its story and how less than the minimum amount was actually spent. The test was a waste of everyone’s time involved because we have inconclusive results of whether or not this channel could be viable. Still, it stands to reason that a minimum ought to be brand-specific because if your measurement of success is a purchase with a high AOV and lower conversion rates, your minimum will be more than that of a brand with a greater conversion rate (because of a lower AOV or other reasons). $5K is not enough, in fact, after years of experience, $50K is really not enough to test something like audio. In fact, audio may be one of the less expensive alternative mediums to test into due to creative production costs. If I could manage my younger self, I would model forecasted results from the bottom up with comparable, actual conversion metrics. Then, incorporate the media channel’s average CPMs, CTRs, and other metrics, creating a red flag when the outcome likelihood of success is out of whack.

$5k is Not Enough

January 12, 2022

thought-leadership

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 With hundreds, if not thousands, of shows and networks all making up their ad policies and few actually publishing what they have for the advertising community, media planning is much more arbitrary than anyone would like to admit. Several major networks create policies and do not notify their ad partners until an Insertion Order has been rejected for reasons never disclosed. How do you value a program based on CPM when there is still no consistency in reporting features like unit load, unit type, unit length, or talent engagement? Networks would benefit from a more informed buying community and justify premiums applied to different content and ad units. Here are some of the items we’d like to see uniformly published for media buyers: Standardized unit classification between produced ads, producer voiced, Talent Voiced, Talent Endorsed, Baked-in, and Dynamically inserted Ad Load disclosures sharing unit length of ad units per hour Separate pricing schedules for pre-rolls and mid-rolls, respectively Clear lines of Demarcation between shows that focus on News vs. Opinion Talent levels of involvement in ad campaigns (e.g., “Approves sponsors, willing to use advertiser offerings personally, joins onboarding discussion, wants campaign feedback…”) Standardized exclusivity policies, so advertisers know if you allow competitors to have ads voiced by the same talent on the same program 2. Host Read Ads Include Category Exclusivity as Standard Feature Host has a credible relationship with their audience. Host refers products and services to this community of trusted followers. Trust is transferred while ad resonance and response rates soar. This is nothing more than a feature in Radio, but host endorsements are the whole ballgame in Podcast. This is what propelled the business from zero to $1B+. Now leading networks are trying to walk this back and not in a clever way. In many cases, you can now purchase a Host-read ad placement. Want category exclusivity? You’re gonna pay extra for that. That effectively means that networks are willing to rent out the credibility of talent. Still, if you don’t pay an additional premium, they might just endorse your direct competitor in the following episode. Never mind how frustrating this is for advertisers; just think about how destructive this is for the hosts they represent. If I tell you to take my recommendation and purchase a Moink Box in one breath and Butcher Box in the next, what does that say about my integrity and trustworthiness as a recommender of goods and services? We have forecasted for years that Radio and Podcast would morph into one another. Indeed, there will continue to be a greater emphasis on courting large brands to place big buys using only produced ads, without the risks associated with Influencer marketing. But as a performance marketing agency, we know empirically that the best-produced ads can only perform at a fraction of what a host endorsement can provide. Host endorsements should cost more and often justify the $40+ CPMs we currently see in the marketplace. But you cannot cheapen the golden goose. You must protect categories for a reasonable period (think 90 days+) for talent to maintain credibility. The new dominating forces in this industry have not yet accepted that you cannot scale double-digit CPMs for ads that are not host read. So the alternative to the endorsement ad is overpriced by hundreds of percentage points. Until this gets straightened out, large companies who paid hundreds of millions to acquire buzzy networks will continue to undermine trust in the marketplace by allowing talent to self-sabotage the relationships they have built with their audiences, imagining that trust can be diluted without consequence. It cannot. 3. Networks Drop “Forced Combo” on All Ad Buys How would you like if all restaurants required that you purchase a pre-set menu or nothing at all? How would you like if Amazon would not allow you to buy individual items unless you bought a bag of other goods they want you to purchase, even if you don’t want them? Unfortunately, this is now standard practice for leading networks refusing placements on individual shows unless you also buy their leftovers. In some cases, smaller shows are not allowed to be purchased ala carte unless accompanied by a more considerable buy across a network. Worse, struggling creators are being denied monetization because some sponsors desirous of their offerings are required to purchase other shows, even if unwanted. Friends, this is crazy. As a buyer, it makes good sense that volume placements unlock discounts, while one-off purchases command a premium. However, to require customers to buy more than they need or want is bad business and entirely unsustainable. Networks would do well to proactively change these abusive policies before more press, and more of the market takes note of it, as this current fad is greedy and shortsighted, leaving a bad taste in the mouths of would-be purchasers. 4. Local News Outlets Join Together to Form Regional Podcast Networks With the rise of digitally native publishers like Axios launching local news initiatives and movements like Protect Our Press advocating for efforts to save the industry, local media publications should band together, even with competitors, as a joint venture to launch regionally focused podcasts. Local didn’t make sense for many years when Podcast reach was too small to succeed in local markets. Still, as we go from being a newly minted Billion Dollar Industry to becoming a Multi-Billion Dollar Industry, these efforts will become much more viable. Either local news brands will create it themselves, or national brands will launch local initiatives. Of course, enough infrastructure already exists through local radio. Still, there does not seem to be a cohesive strategy binding together regional voices and providing more significant opportunities for scale among local advertisers, who are still holding their dollars on the sidelines. Legacy radio companies were slow off the starting block with podcasts and are now working feverishly to transition into the new world. It’s not too late for them to leverage their success in amassing local resources yet, but it will be soon. 5. Meta launches Promotion Tools, Allowing Creators to Grow Audience Through Facebook Ads Whatever you may feel about Meta (Facebook/Instagram), its advertising policies, or the privacy challenges that are crippling ad spending, it’s still Podcasts’ most viable potential growth channel. With more than half a million creators actively making shows, there is a robust and fertile market desperate for new ways to grow their audience. New reports are sharing that even the frenzy of large shows and network acquisitions over the last few years is not yielding enough hits to satiate creators and investors. Facebook has the potential to stay in their wheelhouse by doing what they do best; making it easy for marketers to efficiently deploy significant ad dollars to produce measurable outcomes. While it’s interesting to watch them get into the Podcast game as a distribution platform, to break into the platform wars and stand out from Spotify, YouTube, Amazon, and Apple, they’ll need a competitive advantage. Ease of promotion would do just that. Meanwhile, it would significantly expand the industry’s addressable market by helping slower adopting users engage with the channel. All this would open up massive new and diversified revenue streams as networks, and independent creators outspend each other to build their audience and create an edge over the competition. YouTube has similar capabilities, except that Facebook’s ability to embed shows that you can listen to while scrolling through your feed allow for a level of scale that would be transformative for the industry. 6. Top Podcast Companies Offer Airchecks and Transcripts Standard for All Advertisers Perhaps I am biased because I started my career in local radio sales and had to manually pull and share all airchecks with paying advertisers as proof of purchase and quality control. But when you buy something, there should be a receipt. And when you purchase something bespoke, there should be quality control measures in place to make sure your widget was delivered as ordered. So why do our industry manufacturers largely leave it to their customers to provide quality insurance for the items they purchase? I am confident this is too obvious an issue to belabor, and that reason will prevail over time. But these are the types of problems that make the industry less user-friendly than expected and receive elsewhere in the advertising community. The fact that most ads are customized with each insertion introduces a level of complexity that many may choose to ignore but cannot ignore forever. Creators and networks would do well to agree on a transcription and aircheck process. This process should include a quality report showing that expected language was delivered properly in purchased ads and that excluded language was not. To get a jump on this, you can reach our transcription partner here. 7. Podcast Industry Gets Serious About Brand Safety, Releases Content Ratings It’s enough that Podcast is another user-generated media Ecosystem with no FCC involvement, no standards and practices, and virtually no known corporate policies allowing brands to take comfort (or at least shift blame in times of controversy). While we’ve written, spoken, and created protocols ad nauseam to help brands navigate the terrain, it’s time for the creators, networks, and platforms to start getting serious if they want to continue courting larger ad spenders. How can blue-chip advertisers feel safe trafficking ads on content recorded on a computer and uploaded without any content filters whatsoever? Networks could band together and create our industry’s version of the Motion Picture Association Ratings. Hopefully, something even more robust so that brands could match their standards and values with like-minded content. Even better would be meaningful tools to offer a Values-based planning approach to brands based on things like the GARM Brand Safety Floor and Suitability Framework. With so many available transcription tools and advancements in AI and Sentiment Analysis, technology exists to make this a reality in 2022. Through 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 P.S. Disclaimer: The recommendations above include industry developments that may financially benefit Oxford Road, the ad agency which publishes, The Influencer, and its interests in companies that provide solutions to the podcast industry.

Here's What We Need to Do in 2022

January 5, 2022

thought-leadership

By: Kyle Jelinek Each year, like many marketing blogs, The Influencer usually makes predictions about what the coming year will bring. You rarely see those same blogs going back and commenting on how accurate their predictions were. In an exercise of transparency, but mostly because as performance marketers, we like to assign a grade to everything we do, this week we will review our 2021 predictions to test the trustworthiness of our crystal ball and share what it means to advertisers as we head into 2022. 1. Podcast Hits $1B in Revenue Before Black Friday Podcast was originally set to hit the coveted $1B milestone in 2020 but was stalled by the pandemic. So this was a fairly easy one to call. While the numbers are not 100% reconciled, forecasts from the IAB as early as last May were already estimating 2021 revenue to be at $1.35B. Being in the trenches and seeing the ravenous consumption of podcasts available in Q4 first-hand, the $1.33B revenue estimates were most certainly hit and then some, and current estimates expect them to be medium to hit $2B by next year. For advertisers who’ve found Podcast to be “their little marketing secret” are now being faced with challenges of a maturing medium like higher prices, increased spend thresholds, and less host personalization in their ad reads. Correct +1 2. Podcast Acquisitions Slow and Narrative Shifts To Mergers and Talent Acquisitions This, too, was an easy one to predict. At the time of the original publication, the largest players in the space had already been acquired, so the natural conclusion is that the proliferation of podcast acquisitions would slow in 2021. While 2021 saw some relatively small (by 2019 and 2020 standards) mergers this past year, and too many one-off talent acquisitions to mention, we are starting to see some of the 2020 talent acquisitions fall apart (see Last Podcast on The Left) and we expect more in 2022 as talent starts to see that the grass isn’t always greener. Correct +1 3. Radio Sees Dead Cat Bounce This prediction will require more time to determine whether or not our prognostication was 100% true, but we think it will. While radio did see an increase in revenue in 2021 to pre-COVID levels, radio insiders are projecting another increase in 2022 driven by revenue generated from this year’s mid-term elections. Ultimately, we hold true to the statement that “this old warhorse is still trotting toward the glue factory”, it just may have a short stay in its execution. That said, radio isn’t completely going away anytime soon and while it’s been losing its luster for some time, this is a good thing for advertisers looking for a deal. Correct +1 4. Personalized Creative Makes Headlines 2021 was a year of strides in personalized content within the audio landscape. While social media advertisers were faced with a diminished ability to target advertisers on their platforms due to more strict privacy rules, audio platforms like iHeart, Spotify, and SXM are now offering a myriad of ways to customize audio ad buys with creative that resonates with target audiences. This will only continue to grow in 2022 as DAI placements and audience targeting become more sophisticated on these channels. Moreover, with strides in tracking via pixel, advertisers can run multiple creative iterations on the same show to learn which resonates the most. Correct +1 5. Amazon Fuses Smart Speaker and Podcast, Forming Dynamic Audio Experiences This hasn’t really happened…yet. With the Amazon founder shifting his focus to the stars, we can only hope that this starts to take shape in 2022. For now, we’ll chalk this one up as a loss. Wrong +0 6. Media Curtain Falls Between “Stop the Steal Republicans” and Everyone Else Our 2021 predictions were unwittingly published on the day of last year’s Capitol insurrection and that’s one we didn’t see coming. However, with far-right pundits doubling down on the rhetoric, we’re seeing most of the brands we work with further distancing themselves from anything far-right over the past year leaving the space open to only the most hardcore direct response advertisers (and those brands that align themselves politically with their message). Correct +1 7. Rise of the Middle We’re thankfully starting to see this. In addition to the middle-focused podcasts we regularly feature on our Media Roundtable Podcast, we’re starting to see some less extreme media outlets move towards the center. In recent months, even traditionally right-leaning media outlets like Salem Communications have distanced themselves from “Stop The Steal” rhetoric. Of all the predictions we made last year, this is the one we’re most thankful to see come to fruition, but there’s still work to do. Correct +1 8. Ad Loads Increase on Podcasts We initially hypothesized that podcast networks would increase ad units on their programming to increase the revenue potential of each show. While we have yet to see this happen en masse, we are seeing more podcasts moving to dynamic insertion and opening up each show to more advertisers than ever before, which as listenership increases, is accomplishing the same goal. This is actually a good thing for advertisers breaking into the podcast space. For larger shows that would previously be unattainable for smaller advertisers, the ability to buy a fraction of the show’s total impressions reduces the cost of testing. We’ll take partial credit on this one. Partially Correct +.5 9. Exclusivities Disintegrate Unfortunately, this one is all too real. Many Podcast networks are doing everything in their power to make exclusivity a thing of the past. In our 2022 negotiations, the exclusivity terms we’ve held as a standard for years are being redlined. While this is frustrating for the shows in which we’ve successfully blocked competitors from advertising in the past, this move opens the door to advertisers looking to run on shows they previously couldn’t. While we haven’t seen talent reads coming as a premium yet, networks are demanding higher spend thresholds to get talent to endorse an advertiser. Correct +1 10. Progress in Local Podcasts We’ve made this prediction two years in a row and while it’s bound to happen one day, local podcasts haven’t really taken off. The exception is in the sports world where networks like Locked-On is producing content that is hyper-focused to individual teams. That said, this is a logical next step for podcasting and we should expect to see local take off in the coming years. Wrong +0 11. International Podcast Placement Market Becomes Topic of Conversation This one hit big. While Podcast continues to grow stateside, global growth of the medium is projected to make even greater gains in the coming years. As a result, we’re speaking with nearly every advertiser we have with a global footprint, investigating how to crack the global podcast market. If your brand is looking for a way to tackle international podcasts, we can help. Correct +1 12. Rise of the ZoomCast This is another prediction that, while not completely spot-on, has wormed its way into our everyday lives. As pandemic concerns continue to loom, the video conference format has become commonplace in the workplace and into general media but has not become a platform in and of itself as we predicted. Wrong +0 13. Pixel Tracking Becomes Norm, but Gets Called Into Question Pixel tracking continues to expand with more and more shows, networks, and advertisers adopting the methodology. And while it hasn’t been officially called into question, pixel tracking is not the be-all-end-all we’ve been dreaming of. Like every attribution model, pixel tracking is another tool used to piece together the truth. We recommend that marketers continue to use pixel-tracking as one facet of their attribution model while triangulating with post-purchase surveys and traditional marketing mix models to confirm results. Correct +1 Our 2021 Scorecard For those who have been keeping count, out of 13 predictions, 9 were right, 1 was half right, and 3 were wrong which gives our predictions for 2021 a 73%, which in the world of predicting the unpredictable is better than Nostradamus. Despite our passing grade from last year’s predictions, this year, we’ll be moving away from the crystal ball and instead share an industry-wide, “here’s what we need to do in 2022”, where we highlight challenges the industry is currently facing and share our recommendations on how marketers can overcome. You’ll read our official challenges to the industry in The Influencer next week, same bat time, same bat channel.

The Influencer’s 2021 Predictions Graded

December 15, 2021

thought-leadership

By Kraig Kitchin It’s been said that the oldest form of marketing is “word of mouth” advertising. Loosely interpreted, that means one neighbor telling another about discovering an item or a service that has made their lives better. However, with the discovery and popularity of influencer marketing, “word of mouth” has witnessed several successive years of explosive growth. With the presence of 1.8 million podcasts in the United States, podcast influencers are now enjoying a spotlight of discovery and success in the way they’re able to sell products and services on behalf of companies hiring them to do so, and thousands have achieved a critical audience mass size. These podcast influencers are compelling individuals, many of whom have learned, developed, or brought forth a natural ability to sell a product or service during their live conversations, just as humanity has been doing for millennia. Still, through the benefit of technology, their recommendations are amplified thousands of times more than their ancestors could ever dream of. The 2021 version of “word-of-mouth advertising” are these podcasts hosts, who speak plainly with enthusiasm for their product and service discoveries within their daily or weekly conversations with their audiences. Not-so-secretly, many of these “discoveries” are assisted by influencer marketing media agencies, savvy enough to identify the podcast and host whose words matter to specific audiences and accurately pair them with a product or service that will be welcomed into the conversation. In addition, the success of their efforts is now measured by attribution models; not one storekeeper would tell another of a community member who happens to be good at spreading the good news about their storefront. Like so many other advancements, this is “word of mouth“ advertising at scale, using digital technology in the form of podcast downloads to make all the difference for national brands selling one product or service or another. Finding success in this new “word of mouth” paradigm can be very complicated, and there are portions that we should, given the hundreds of millions of dollars a year now expressed in this form of advertising. But we can also keep it very simple, remembering that hearing words from somebody you trust to speak about a product or service and how good it is is enough to compel somebody else to make the next purchase. It is that simple. Radio personalities have been doing this for more than 100 years now. The best ones, like Paul Harvey, Rush Limbaugh, Tom Joyner, or Howard Stern, will go down in history with that distinction. On television, there are entire businesses built upon this premise. QVC and Home Shopping Network and their on-air hosts are two shining examples. But, ultimately, it comes down to connecting with the audience at their level. And while radio personalities in 2021 continue to shine with this skill set, it’s the podcasting industry that has come through for the first time with a specific topic focus attracting specific like-minded audiences with similar psychographics and qualitative qualities that allow marketers to know they are reaching their detailed customer target profile. The results speak for themselves, with returns on investments that are sometimes as high if not higher than 5:1, this new-aged “word of mouth” advertising is working. It’s enough of a solid business model for dozens of companies to invest billions of dollars collectively to attract hosts and libraries of past podcasts to bet on the future of this form of advertising. It’s also lucrative enough to attract the stand-alone entrepreneur, who realizes that the barriers of entry are low enough that they, too, can create a podcast today and publish it tomorrow. The ambitious ones then go to work discovering an audience of like-minded individuals who want to hear what they have to say. It’s the free market economy of thought, in existence and practice, working away. The payoff is the discovery of a large audience and the subsequent monetization while benefiting earnest marketers who want access to that audience and have come to trust the host to evangelize and influence for their brands. An entire industry of audio specialist agencies, like Oxford Road, leads marketers into this expanding foray. These agencies help marketers determine which podcast environments will be the most productive for them and help them with strategy and script creation and the formation of relationships between their brand and this new wave of successful podcasters. It’s not unusual to see brands scale the number of voices they use in this advertising space. A men’s specialty product line might use more than 1500 influencers in a year. A health-related product for women can harness the relationship of more than 900 different female podcasters in a year. Easy-to-assemble databases, attribution codes, and real-time product sales tracking keeps all this business in order, and displays which shows perform best in a live dashboard. It’s all granular, all data-driven, and the results speak for themselves. Who could have imagined a world where the former speechwriters of the Obama administration are in the same conversation as Joe Rogan, Ben Shapiro, or Sean Hayes, Will Arnett, and Jason Bateman? Who would’ve thought that the New York Times would staff a podcast studio with more than 70 full-time employees to create a daily version of their newspaper with such success? There are many accomplishments to recognize in 2021. One of them is witnessing the audio podcast industry passing $1 billion and recorded advertising revenues for the first time from tens of thousands of advertisers. That is “word of mouth “advertising, 2021, and it’s only getting warmed up. Despite the strides in the space, more than 50% of Americans have yet to download their first podcast and discover what their “neighbor” has to say about the topics they love most. Discovery will continue, and more Americans will start listening to podcasts, as they hear about them from their family and friends, and neighbors (word of mouth). More Americans will decide they want to listen to their favorite radio personality or their favorite podcast host “on-demand” on their timelines and not when it is necessarily scheduled. The future of the influencer audio advertising experience is bright, and we see interest in the podcast space at the highest levels since our agency was founded. So if you haven’t yet tested this exciting space, or worse, tested and felt it wasn’t right, it’s time to give it another shot.

Word of Mouth With a Modern Twist

December 8, 2021

thought-leadership

It Is The Worst Of Times, It Is The Best of Times (Part 2 of 2) By Giles Martin Oxford Road EVP, Strategy & Insights 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. Unsurprisingly, one of the key players here is Amazon, which will certainly be one to watch in this space. Consider the investments they’ve been making in content that would traditionally be considered much more brand-focused. These include its extensive video properties, acquisitions like MGM, and the licensing of rights to broadcast major sporting events including the NFL and EPL. Add this top-funnel, high-reach, high-engagement content to the depth and breadth of their first-party data, and you have a different kind of marketing tool (and one with enormous potential power.) But wait, there’s more. The Amazon Marketing Cloud allows agencies and marketers to upload their 1P data in a safe-room environment to connect the dots, perhaps more clearly than ever, between upper-funnel content exposure on their platform, and subsequent lower-funnel action. This includes, through their new ‘Brand Metrics’ product, the ability to incorporate soft metrics (e.g. awareness, consideration) in the equation too. Do brand-aware or high-consideration prospects go on to buy? Is there a clear link between media exposure and these soft metrics? What has previously only been part of the realm of more speculative nested models is now part of the direct domain of Amazon, which is seemingly poised to provide much clearer data on this topic than we’ve seen before. It is telling that Amazon has launched a B2B campaign to tell advertisers about its brand-building potential. What’s more, anecdotal reports suggest Amazon’s salespeople are all now incentivized on selling upper funnel. Amazon, seemingly, is going all-in on this initiative to connect top and bottom-funnel. Other platforms are pushing in the same direction. Walmart doesn’t have video (yet) but it does have a deep partnership with the trade desk to monetize its media network ever more efficiently. Facebook and TikTok are aggressively pursuing the social/viral commerce space. This can be seen as a movement towards the profile app space in Asia, where video content and commerce are more seamlessly connected (e.g. Shopee), and where the ‘Super App’ (Alipay, WeChat) dominates the landscape in a way we’re not familiar with yet in the Western market. That race, however, is very much on – and this alignment of entertainment and purchase is a key step forward in it. This is further evident in the delivery app space: Instacart now delivers for Dick’s, Best Buy, and Staples. Uber delivers flowers and cosmetics. DoorDash’s DashMart sells its own stock of convenience store items. By offering a suite of different products through a single platform, the evolution towards SuperApps, where entertainment, convenience, shopping, and purchase converge is well-underway. 5. Social Commerce & The Creator Economy While influencers monetize their audiences via sponsored posts and ad revenue, creators are bypassing the major platforms to make an income through tools such as Patreon, Substack, Cameo, TipJar, selling NFTs, and creating their own brands and merchandise. This changes the relationship between brands, media platforms, and creators, and is driving innovative partnerships and collaborations. Given the different financial structures of the relationship between brands and creators, brands will have to get increasingly used to having less control and letting go more. Offering creative freedom may be a scary prospect for some brands but there will be rewards for those that take the leap with authentic creator collaborations. Research by TikTok showed that 88% of users discover new content while on the app and one in two discover new products and brands in the process, with 91% of users taking some sort of action after seeing the content. There’s an enormous amount of potential here. Social commerce adoption, like e-commerce, has been greatly accelerated by the pandemic. Social platforms are becoming shopping destinations as new technology has made shoppable media a seamless experience, transforming platforms into malls. The lines between content and commerce blur as livestream commerce, as well as livestream content, will become more widespread outside of China and Southeast Asia. While we won’t allow ourselves to add pointless fuel to the still-highly-speculative Metaverse fire, what is clear is that gaming will again be a trailblazer into this area, particularly as it merges with social media as games become places to socialize and spend time. In 2022, more brands will experiment with involvement in gaming, which is set to become a $300 billion industry by 2025 – there are limitless opportunities as anything in the physical world can be recreated in the virtual world. 6. AR & VR – The Realistic Version While we’re not yet betting that the human race wants to abandon this reality in favor of a digitally-constructed one, we can expect AR & VR to continue to take significant steps in 2022. Part of this is an inevitable consequence of lockdown restrictions. Many brands, particularly in retail, have been unable to get their products into consumers’ hands. Prospects have not been able to try on clothes or test products. Market conditions then are forcing the acceleration and adoption of AR. Think IKEA ‘Place’, which allows users to place virtual Ikea furniture into their own home (Home Depot have a similar product); L’Oréal’s ‘Modiface’ on Amazon, allowing customers to digitally try on make-up; Timberland’s Virtual Fitting Room (um, goes back to 2014); and Toyota’s vehicle demo, overlaying images of the inner workings of the Hybrid drivetrain onto physical vehicles. 5G is also going to be a significant factor in the deployment and adoption of AR. It will allow brands new ways to cut through in increasingly short customer journeys stimulated by ads and social experiences that are shoppable. And with 5G set to reach half of all mobile users globally by 2025, VR and AR won’t just be for big brands and the future – they’re for all and they’re now. Shopify has already launched its own AR toolkit for small commerce businesses, and reports that interactions with products having AR content showed a 94% higher conversion rate. With faster networks and download speeds, more seamless, lower-latency VR and AR experiences will be accessible anywhere, at any time. There is nothing to stop AR and VR from becoming the new normal in shoppable media. According to a Nielsen global survey, consumers listed AR and VR as the top technologies they’re seeking to assist them in their daily lives, with 51% saying they would be willing to use AR technology to assess products. Overall, 2022 should be a stimulating and challenging year for marketers. Even if, as we continue to hope, the world returns to a pre-2020 degree of normalcy and care-free life, many of the shifts that have occurred will remain, with ongoing challenges and opportunities for marketers. * William Bruce Cameron

It Is The Worst Of Times, It Is The Best of Times (Part 2 of 2)

December 1, 2021

thought-leadership

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. 1.) Environment Is FINALLY At The Forefront Let’s start with perhaps the only issue bigger than the pandemic: the Earth’s rising temperature. Even if Glasgow didn’t get quite as far as everyone would have liked, it was unprecedented progress indicating that the nations’ leaders are (horribly belatedly) starting to take this issue seriously. That has sharpened the focus on hitting environmental goals across all countries, which inevitably trickles down to business leaders, and then finally to marketers. Most importantly, investors are increasingly sold on one idea: profit-only investing is starting to look increasingly unattractive, and customers are starting to demand more action. Marketers need to pay attention and give this appropriate focus. Much of marketers’ ability to contribute lies outside traditional advertising and media (think design, manufacturing, innovation, packaging, etc.) But that said, there are many things we can do. Even sending an email costs a gram of carbon – not a big deal, of course, until you multiply that by the 60 billion spam emails sent per year in the U.S., meaning that American spam alone emits 60,000 tons of CO2. Further, the carbon footprint of internet use is about the same as the airline industry. So please look more deeply at your digital efforts, trim, tighten, and improve where you can, and then celebrate these gains with your customers. They will increasingly appreciate and love you for it. Try to follow in the footsteps of Apple, Facebook, Microsoft, Salesforce, Etsy, Google, and many more, who have committed to 100% renewable energy, with Microsoft notably committing to being carbon negative by 2030. Of course, much can be done creatively, too. For example, simply reframing product features can go very far in cutting through to where it counts. ‘Buy Better, Wear Longer’ from denim brand Levi’s, encouraged people to invest in, then maintain, quality clothing for longer. Applying behavioral economics, dishwasher detergent Finish urged people to save water by not pre-rinsing dishes – a ‘green nudge’ helping consumers overcome widespread confusion about what eco-friendly actions to take. The truth is, it’s going to be a long, hard road, with big commitments taking real focus, time, and commitment to work through. But the times they are a ‘changing, and brands are gearing up and seemingly finally ready to do what needs to be done. There’s a huge opportunity to resonate with customers and prospects here. Don’t miss it. 2. Re-Calibrating Our Lives Post-Lockdown Having accepted confinement, consumers have become more connected to their homes, investing more in home design and improvements, and cooking more at home. Paradoxically, these are driving the desire to spend more time there, with hybrid working making it more possible than ever (but – marketer bias alert – only for the higher income minority). It’s not just the individual home, though: a third of consumers who returned to work are spending more in their local area than they were before lockdown. This represents a meaningful opportunity for brands to engage in ways that leverage the power of local connections. People are also making fewer shopping trips but spending more per trip. Given this, clients might want to be thinking more deeply about product, positioning, price, and price anchoring. Prospects may have a larger disposable wad in their pocket when they’re shopping. Still, consumers are wary of economic uncertainty and many are spending cautiously where discretion is possible. Interestingly, and perhaps unsurprisingly given people’s pandemic-related loss and the isolation they’ve endured, over 50% of people are re-thinking their personal purpose. As per the above, local and regional issues are expected to gain in importance for customers, underscoring the opportunity here for marketers. Doing the right thing for the community matters more now than ever before; research from GWI found a brand’s support for people during the pandemic ranked higher than affordable price and product quality among consumers. Support of social (and of course environmental) causes are going to be increasingly important. If your brand is not (being seen to be) doing the right thing – time to step it up. People want and demand more purpose, more integrity, more mutuality. Much of the other pandemic-related response you likely already know about: an increased focus on Health & Wellness, with noted growth specifically in hybrid (digital/real) healthcare, digital use, and adoption acceleration, increased eCommerce, a greater diversity of online comfort and capability among different demographic groups (particularly older audiences.) Mastercard estimates that from 1 in 7 dollars being spent online in 2019, we moved to 1 in 5 in 2020. Bottom line: the lockdowns have caused significant shifts in mindsets and behavior, many of which won’t go away. We need to be consistently on top of these trends and adjust our strategies accordingly. 3. Attribution Grows Up Quantifying and itemizing the impact of marketing investment has always been a notoriously tricky business. That’s why people didn’t do it – outside of direct marketing – until the ‘80s! Instead, they focused on making commercials that would sell. If they did a good job, people knew</a>; if not, well, it was part of the fog of doing business that the money was spent and it was… probably helping. (50+ years of single-source research now confirm this is in fact the case). The problem with the clickable ‘banner ad’ was that it created things (clicks) you could easily measure. But as we are slowly, or some quickly, learning: “Not everything that can be counted counts. Not everything that actually matters can be counted.” Running at high speed round the office relaying the number of clicks (or later, ‘Facebook likes’) without pausing to ask how many dollars these things were worth has been in vogue among marketing & agency managers for 15-25 years. Now, we might be beginning to see a shift to a more mature view of evaluating marketing effectiveness. Part of this shift is due, of course, to the shifting data landscape. With Chrome third-party cookies set to be retired by 2023 (um, if they don’t delay by another couple of years) user-level data will be significantly reduced. Couple that with Apple’s opt-in rather than opt-out app tracking, and the future for digital tracking as we’ve known it looks bleak. Nielsen’s embarrassing loss of MRC accreditation further points to a future with a more balanced fusion of traditional and digital approaches to data collection, collation, and use. Heck, even Google and Facebook are encouraging marketers to use modeling more and rely on traditional digital metrics less! The other part is about moving with increasing conviction away from silo-based measurement, particularly with a growing body of data highlighting how exposure to multiple channels can lead to significantly better results. More advanced models can also better reflect the growing understanding of how marketing works to influence sales both in the present and in the future. HBR, Sir Martin Sorrell, and Binet & Field are just a few of the distinguished names advocating for the importance of a more balanced approach to marketing to drive better returns for its stakeholders. MTA has been a key solution, particularly for digital marketers, to avoid a siloed approach, but we have seen mixed results with it, at best, and – as with so many technologies – the early promise seems to have subsided into a more modest semi-optimism about what it’s providing. Third-Party cookie deprecation will only further undermine the tech. Using brand lift studies is still the most common measurement approach by marketers, with 46% expecting to use them in 2022, but interestingly MMMs are now in second place at 42%, according to research by the World Advertising Research Center. Using omnichannel approaches like this empowers marketers to better capture cross-channel effects and more fully understand channels’ total contributions. It’s also interesting to note, finally, marketers’ increasing focus on penetration as a key metric, reflecting the increasing infiltration of Sharp’s essential observations into the mindset of the modern marketer. ROI, unfortunately, remains a top goal for 50% of marketers, reflecting an ongoing lack of understanding of how marketing goals drive results, and how its impact can be maximized.

It Is The Worst Of Times, It Is The Best of Times (Part 1 of 2)

November 23, 2021

thought-leadership

By Dan Granger One of your first jobs as a marketer is to follow the marketer’s version of the Hippocratic oath–to do no harm to your brand. But your other job is to grow, and these directives can easily come into conflict. Advertising on politically-oriented shows or leveraging hosts with strong followings can be a way to capture attention in a crowded space. But that also exposes your brand to the controversies that the hosts and their guests can create. You don’t have to look far back to have an example of how these controversies go for advertisers. Here’s what you’re likely to expect. First, the host or guest says something controversial that a specific group wants to call out. Next, 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 the program. Oftentimes, 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 a constituency who will contact 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 Publicly – 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. 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. Lay Out 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: Withdraw Sponsorship until Further Notice: There is no rule that says you must close the door permanently. You can, however, decide that you don’t see an immediate path to the reinstatement of your campaign and take appropriate action. Again, quietly is best. Terminate the Relationship Permanently: If you have weighed the offense and believe that your company mission calls you to take a side and have weighed the costs associated with permanent separation, notify the necessary stakeholders. Avoid emotional responses and stay matter of fact, leaning on the incongruity of your values with a continued relationship with the individual in question. This is the most extreme action and should only be considered in the most extreme circumstances. Return Immediately: If you believe the controversy was taken out of context or that the personality did nothing out of step with your company values, you can go back right away. Again, no public statement about this will benefit you. Wait it Out: If you don’t believe the offense was worthy of any action one way or another, let the news cycle pass—anywhere from 24 hours to one week—then continue as planned per your “Pause.” Offer a Probationary Relationship: You have the right to not take any further action beyond your temporary withdrawal. However, if you do believe that the offense was a violation of your values or unnecessarily harmful but that they can be let off with a warning, then tell them so. Talk to the personality directly or at least alert the executive team that represents them that future instances of this nature may result in permanent separation. You can even request they consider some measure of goodwill or action to demonstrate a willingness to consider the feelings of those they have hurt, even if they disagree on a core issue. Typically these hurt feelings are the result of the way something was communicated, not necessarily the position held by either party. Pick up the Bat Phone: What if you may have trouble getting out of a contract? What if your stakeholders are divided on what to do? What if the offending channel drives a high volume of sales and there is ambiguity around the nature of the offense. When the stakes are high and you need a professional to see you through, contact the Cambridge Negotiation Institute. 6. 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. Additionally, last year we began working with a company called Barometer to build a tool in order to proactively get ahead of this type of scenario. Powered by AI, Barometer is able to apply a Brand Safety & Suitability score by rating each episode and show using the GARM framework in order to determine the risk level of content. By looking through a host or shows track record you, as a brand marketer, are able to determine if the content they put out is consistent with your brand values and if it’s something you can feel confident sponsoring based on their track record. As a brand marketer you don’t have hundred of hours in the day to listen to new shows you’re looking to test or to track episodes released by the hosts you’re currently choosing to sponsor. Barometer does this for you, all you have to do is sign up for an account and assign risk levels (no, low, medium, high) you are comfortable with across the 12 Risk adjacent elements GARM warns against. In a matter of second you have full transparency into the content of the show, can see potential issues flagged, and are able to make a data-backed decision as to whether or not you feel confident investing your brand dollars in a show. 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—proactively work on the relationship with the offending talent. 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. 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. Contact Us — For more information on Barometer, please visit thebarometer.co 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.

Oxford Road's Guide to Brand Safety

October 6, 2021

newsletter

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

IAB Interview | The Impact of Brands on Misinformation and Bias in the News Ecosystem

August 25, 2021

thought-leadership

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

How to Write Podcast Ads That Sell - Part II

August 18, 2021

thought-leadership

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: Watch the Interview 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

The Impact of Brands on Misinformation and Bias in the News Ecosystem

August 4, 2021

thought-leadership

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

Give A Legend His Due!

August 4, 2021

thought-leadership

Five Performance Marketing Lessons from the Master Oxford Road’s EVP Client Strategy, Gavin Ballas, reflects on his early experience working for Popeil and the lessons even the most brand-conscious marketer can learn without running cheesy late-night infomercials. I lost $25,000 of his in just one weekend. “They are only your friends because you have my credit card!” That’s what he told me the Friday before the weekend started. And who could argue with a man who sold over $1Billion in Rotisserie Ovens? This guy was brilliant; he knew it was going to happen. Ron Popeil is a marketing genius. But what many may not know, he was also an incredible media buyer. Early in my career, I was a media buyer for the famous pitchman. Maybe you’ve heard of some of his “amazing” inventions: The Pocket Fisherman, the Inside-the-Egg Scrambler, or even GLH 9 (Spray on Hair!). Ok…maybe you don’t know his products…but you may know some of his catchphrases: “Set it and Forget it”… or “Not $200, Not $100 just three easy payments of $19.95!” Or the most famous one…”But wait there’s more…” (FYI – He never actually said that one but much of the infomercial world credits it to him) Over the years many have written about Ron Popeil, the King of Late Night Infomercials. Even podcast host and writer Malcolm Gladwell has written glowingly about his salesmanship and product design. It’s true…he insisted on a glass door for the rotisserie so you could see the food cooking. I can tell you, watching a spinning chicken basting in its own fat is actually great fun to watch! But salesmanship and product innovation weren’t the only pieces of this puzzle. Here are a handful of lessons that might well be helpful to today’s performance marketers. When it comes to media buying…hire salespeople! When Ron Popeil hired me to be a media buyer, I was surprised. I had never actually bought media…not $1. I had only ever been a radio salesperson. But 8 out of 10 of his media buyers also used to be salespeople! To be successful in performance marketing, you’ll be buying at below market rates. Buying performance media often means buying at rates and times that networks don’t really want to sell. I was shocked how much persuasion and nudging to take my (Ron’s) money. You need to hire a smart, aggressive, and persuasive media agency that can sell media vendors on bending to your campaign’s needs. In the media world…past performance is a decent indicator of future performance. Every Friday was terrifying. Ron would call each media buyer to review the weekend’s buys. He’d start at one end of the hall and spend 15-20 minutes with each buyer. You better know everything about your media buys and how to defend them. We were buying $1-2 million in media each week when I was at Ronco. That was across hundreds of networks and local stations. He knew all the stations around the country intimately. He knew how much they were worth. And he always knew which one of your buys was the weakest. If you didn’t’ have good reason to have made the buy…watch out! It was somewhat of a career highlight for me when Ron let me have it for making a bad buy! His approach was simple: If you got 100 orders from a station last Saturday afternoon… Assume the same station for the next Sunday afternoon would be 85 orders or less. That was key when you when offering a rate to clear the show. Build and stack value to create a compelling offer. In order to create an offer that was impossible to ignore he focused relentlessly on increasing the perceived value of his offer. He always looked for complimentary items with high value as an incentive. Once the value was high enough he could make the offer “frictionless” taking away as many barriers to respond as possible. When you look at your offer or your landing page, are you making it as easy as possible for a consumer to respond? Every customer interaction is a sales opportunity Ron Popeil made $500K/week in profit from customer complaints. Ron took great pains to monitor each and every aspect of the customer engagement, all with an eye towards improving Lifetime Value (LTV). There was a large customer service department whose job it was to field calls from consumers complaining about the products and figure out how to end the call with an upsell to things like chicken ties (to keep the chicken from burning as spun), cleaning supplies, even his other products like spray-on hair! But Ron didn’t want to wait for upsells to make money he insisted on being profitable on the first sale. The product is the star. Ron Popeil understood that as good as he was at connecting with his audience – it was the product that sold itself, and that made it a business. You will not find a group that believes as strongly in the power of an influencer or host endorsement than Oxford Road. However, before you put someone else’s name or voice on top of your brand spend a great time and effort to make sure your product is as compelling as it can be. Imagine, if you didn’t have the luxury of a great host endorsing your product. Would your product stand up on its own? Could it drive people to call or buy right now on its own merits? Get the product or service as close to being the star before you add on host endorsements. Ron Popeil built a rotisserie oven business into a unicorn. But he had 50+ years to perfect his approach to performance marketing. I’m guessing you, and your investors don’t have that kind of time to learn. You certainly don’t want to lose money with a bad media buy. Find a partner who has already learned from the mistakes. Find a media partner who has depth of experience and knows your space. Shorten the learning curve. Need a recommendation? I know a group that’s here and ready to work with you. Call me now…operators are standing by.

I Lost Ron Popeil $25,000 in 48 hours and Learned a Lot About Performance Marketing

July 28, 2021

thought-leadership

By Dan Granger Corporations are being told that silence equals violence. So, it comes as no surprise that the leaders of Major League Baseball, Coca-Cola, and Delta, among others, took a public position a little while back, on Georgia voting legislation. A recent survey shows that the American public now trusts corporations more than the media, government, or non-profits. With that in mind, CEOs need to tread lightly. Polarization in this country shows no signs of easing up, even after voters swapped Trump for Biden and it is only natural that cultural forces pull the last trusted institution into the unwinnable war. The Business Roundtable has embraced the notion of stakeholder capitalism, uniting the largest firms behind the principle of doing well, by doing good, and finding purpose by replacing shareholder primacy with a broader constituency of “stakeholders.” Brands that align In fact, brands like Patagonia and Nike have seen positive Return on Investment from standing in support of progressive issues. Other brands like MyPillow or Black Rifle Coffee have benefited by aligning closely with right-wing audiences. This can be an effective strategy, but it is not right for every brand and is a double-edged sword. As David Ogilvy famously said, “The customer is not an idiot, she is your wife.” In other words, the public can smell pandering from a mile away, and they will penalize you for it. Here we should pause to remember Keurig, the coffee maker who found themselves in hot water with conservatives and liberals when they were called out for advertising on Fox News in 2017. Objectors initially took to Twitter to question the brand’s values. Reflexively, Keurig announced the termination of their sponsorship of Sean Hannity. Suddenly they were met by an onslaught of viral videos where angry consumers took pleasure in smashing their Keurig machines. The Keurig skirmish left them an early casualty of our modern culture war, disproving the notion that all publicity is good publicity. Their CEO stepped in to disavow any intention of picking sides and committed to overhauling the firm’s communication policies. CEOs’ newfound public trust is the typical overnight success, ten years in the making. Now that they have it, they must steward it wisely and sparingly. Companies content to attract customers from only one political ideology may be able to successfully exploit our fractured nation’s vulnerabilities for the moment. That may not bode so well for the Fortune 500, whose market capitalization requires buy-in from stakeholders among the 81 million Biden voters as well as the 74 million voters who supported Trump in November. Perhaps Coca-Cola might realize better returns by challenging Pepsi more than Brian Kemp. CEOs must be prudent Make no mistake; stakeholder capitalism is an essential strategy. To fight against it is to command the waves to come no further. However, practical realities must temper this effort. While the strategy is important, execution is everything. No CEO can effectively manage their business if they choose to debate every public policy matter, they are told they must address. Not every troll or gaslighting journalist deserves a response, as these are almost never grassroots customer concerns. Instead, CEOs should think deeply about what issues are and are not genuinely within their scope and how long they can sustain efforts to engage in them. When pressured to weigh in on such matters, consider this meditation: “Does this truly need to be said? By us? Right now?” If you have the good fortune of running a company in 2021, you are sitting on a lead in public trust. Do not let those who have squandered theirs, pull you into the trappings of increased polarization and convince you to alienate half of your customers. Instead, consider seeking the serenity to accept the things you cannot change, to change the things you can, and the wisdom to know the difference. There is an infinite number of productive contributions your business can make to issues of stakeholder importance. Let your company be defined by what you do, not what you denounce.

Lessons from Georgia

July 28, 2021

thought-leadership

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.

Oxford Road Founder & CEO Dan Granger sat down with Coruzant Technologies's podcast, The Digital Executive

July 21, 2021

thought-leadership

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. SUBSTANTIATION Why should anyone believe you? Robert Cialdini says it’s the use of Social Proof and Authority. Aristotle posits that one must use Logos (reason) and Ethos (the credibility of the speaker). Jason Harris, the author of The Soulful Art of Persuasion, says great advertising is emotional, not rational. Regardless of the argument, this problem isn’t new. In his 1944 tome on advertising, Diary of an Ad Man, James W. Young mentions the centrality of this issue to advertising and offers a solution: “Every type of advertiser has the same problem; namely, to be believed. The mail-order man knows nothing so potent for this purpose as a testimonial, yet the general advertiser seldom uses it.” Personal testimony provides an advertiser with the most powerful words in the lexicon of advertising, “I use this and you should too.” Whether it is a testimony from someone you know personally or someone you feel like you know – like a podcast host – as long as you trust them you are much more likely to be persuaded. But testimonials are only one of several “prove it” facts, as outlined by Victor O. Schwab in How to Write a Good Advertisement, that can be used to substantiate the claims in an advertisement. Victor O. Schwab’s List of Prove It Facts (This is an amplified version of the list first compiled by G.B. Hotchkiss. We’re all standing on the shoulders of giants, aren’t we?) 1. Construction Evidence includes facts about materials and the manufacture of the product. 2. Performance Evidence includes the achievements of the product in actual use. 3. Testimony of Others includes Customers, Experts, Awards Won, and Sales Records. 4. Test Evidence, which includes Guarantees and Free Samples. One final thought on Substantiation as it relates to Marshall McLuhan’s practically sacrosanct phrase, “The medium is the message.” The level of “polish” and “footprint” of your ad matters. They’re both an expression of Costly Signaling Theory, explored by Rory Sutherland in Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. The very quality of your ad can substantiate, in the audience’s mind, the quality of your good or service. And the same goes for how often they’re presented with your message. If they hear your ad on “every” podcast they will assume, even if subconsciously, you are someone they can trust. OFFER, SCARCITY, & PATH Why should the listener take action? By when? NOTE: These three Key components are primarily focused on advertising messages that require immediate action. If the time horizon is longer not all of these components need to be optimized. John Caples says in the Fifth Edition of Tested Advertising Methods, you must filter every aspect of the advertisement through this question: “what argument would make you…part with good money in order to buy the product or service you are advertising?” Would a GREAT Offer move you, better than any Offer available anywhere else? Would knowledge that the Offer has an element of Scarcity to it drive you to act? Would knowing exactly what Path to follow to take advantage of the Offer be the thing that induces you to purchase? Yes, yes, and yes. OFFER is more than just a discount. It is everything from a unique discount, to something FREE, a guarantee, or any other kind of incentive. Like a 1773 tea ad that read, “Excellent good Bohea Tea, imported in the last ship from London; sold by Theo. Hancock, N.B. “If it don’t suit the ladies’ taste, they may return the tea and receive their money again.” SCARCITY is most persuasive when it is real. For instance, when running a test campaign make an Offer that is the best available anywhere and make it truly scarce. It will only be offered through a specific date or, perhaps, it is tied to a seasonal event like Father’s Day. Another way to talk about Scarcity is Limited Supply. PATH Where must the audience go to take advantage of this tremendous opportunity? The goal is clarity above all else. Tell them exactly where you need them to go and what you need them to do in the simplest way possible. If you can shorten a URL’s name, do it. If it needs to be spelled, spell. If you’re asking them to go to a URL and enter a Promo Code at least make them easy. But the goal is to ask them to take as FEW steps as possible and that includes keystrokes, actions, or even things they have to remember. When it comes to Offer, Scarcity, and Path, don’t be quick to dismiss the power they hold over your cash register ringing. If you don’t have an Offer, or Scarcity, and have a convoluted Path, you have hobbled your message. It may still connect emotionally. It may still give the audience a fond recollection of your brand when they see it again someday. But if you need it to make the cash registers ring, especially as you test out a new channel, then you must include all three. EXECUTION Does every word count? Execution is HOW you communicated everything. All too often creative development is kicked off with a little too vague definition of the business goal and then catapulted into the exciting part of the conversation, HOW we’re going to say it. The best creative development is the other way around. Clarity before poetry. 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? To inform? To persuade? No matter what your questions are and what your answers are, part of answering all those questions is research. Todd Lauer, VP of Brand & Creative at LendingTree, talked 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 and Facebook comments, 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? But there is something ELSE, and we all know it. Henry Ford talked about it late in his career. After making the ultimate boilerplate of boilerplate products he admitted there was something to this “style” thing. Call it chaos, call it emotion, personality, branding, or story. The thing that makes you YOU is the same kind of thing that makes one Brand different from all the rest, so that it carves out, builds, and reinforces memory structures in our minds. Whatever is behind it all, we’ve been working on communicating with each other for a LONG time. It’s a tool as old as almost any other. To do it well, we have to talk to each other in a way that is understood by the other people living in the cave. “Want to know where the best berries are? Go to the big magnolia tree and hang a left.” Wrapping It Up This approach to structuring a message is the ground floor of how we construct messages at Oxford Road. We’ve been working on it for years and all the sources mentioned in this article are available to anyone – and they can be interpreted in a number of ways. We’ve chosen to focus it all into a messaging taxonomy that gives us a way to sort, rank, and weigh the pieces of a message designed to influence human behavior. We use the 9 Key Components in this article, plus 71 Subcomponents, based on performance data, multivariate testing, and the latest research and thinking on the subjects of advertising, neuromarketing, psychology, and persuasion to make the ads work for our clients. We call it Audiolytics™ because it was born out of audio. And now you’ve got the building blocks. You can use it to write an ad, any kind of ad. You can use it to write an email to get your rent lowered. To propose to someone. To break up. To construct a pitch deck. To give a speech or ask for a raise. Or simply as another lens to look through on the endless quest to understand part of why humans do what they do.

How To Write Podcast Ads That Sell - Part Three

July 14, 2021

thought-leadership

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. SETUP Capture attention AND tee up the Value Prop. From John Caples’ AIDA (attention, interest, desire, action) method to David Ogilvy’s insistence on the importance of the headline above all else, the first job of an ad is to get your attention. But the trick is, it has to get your attention in such a way that it keeps your attention. Any advertisement can use a shocking device (swearing, whoopie cushions, sirens, etc) to grab the audience’s attention. But to grab their attention in a way that is tied to the product is how you hold their attention and increase the impact of the message. After all, if the whole advertisement is designed to get the audience primed to take action, or at least to think of your product or service whenever the need arises, then it’s critical to have everything in the advertisement serve that end with clarity and potency. The headline, or opening line-in audio, deserves a tremendous amount of focus. You must convince them to listen to the next line, or else it is all for naught – this is something Roy H. Williams talks about again and again in his “Wizard of Ads” Trilogy. VALUE PROP What is it? What’s your promise? “Promise, Large Promise, is the soul of an advertisement.” — Samuel Johnson (1759) The “largeness” of the promise in your Value Proposition doesn’t come from aggressive, grandiose, or disingenuous claims. Just like it doesn’t come from underselling. It comes from the size of its impact in the audience’s mind. When you describe to the audience, in their language and from their point of view, why and when your Brand gives them an opportunity or solves a problem they feel deeply – 99% of your work is done. And many times a podcast host will uncover what it is in their expression of copy, because they are experiencing the product or service themselves and sharing in human speak, NOT ad speak. That’s the magic that happens when their audience believes and takes action. Mark Pollard talks about this a lot in his “Strategy is Your Words” and everything else he does. And Podcast hosts have a knack for getting to the “Human Problems/Human Truths” that can unlock any Brand’s Value Prop. In short, speaking like a person about what really motivates us, NOT like a Brand. POSITIONING Why is it better than the Status Quo or Competitors? The audience must walk away with a material understanding of what you do, what you offer, and why it’s better. How much money or time will they save using your product? In what exact, measurable ways will their life improve if they exchange their earnings for your product—as opposed to the equitable product from one of your competitors? Daniel Pink covers several ways to do this in the “Persuasive Frames” episode of his Masterclass. An EXTRA NOTE on Positioning (because this comes up a lot) But what if my company isn’t all that different from the competition? Anyone who watched Mad Men, remembers Don Draper’s positioning pitch to Lucky Strike cigarettes in the pilot episode. After presenting the concept that Lucky Strike’s tobacco is toasted, the client replies, “but everybody else’s tobacco is toasted.” “No”, Don says, “everybody else’s tobacco is poisonous; Lucky Strike’s is toasted.” Any of the cigarette companies could have made this claim, but Lucky Strike was the only one who DID (at least in the fictional world of Man Men). Read the true story behind the Lucky Strike toasted campaign. A real-world example comes from another classic vice: beer. Advertising pioneer Claude Hopkins positioned Schlitz beer by claiming their bottles were “washed with live steam.” Like the Lucky Strike example, ALL beer companies were washing their bottles with live steam at the time, but Schlitz was the only one talking about it. When marketers are having a hard time coming up with a way to differentiate their product or service from their competitors, make the “preemptive claim,” as Hopkins called it. A modern example of the preemptive claim is Jimmy John’s “Free Smells” signs in their restaurants. EVERY restaurant could claim this, but Jimmy John’s is the only one that does. This drive to differentiate evolved into the Rosser Reeves “Unique Selling Proposition.” From Reeves in the 1960s to Trout and Ries in the 1970s, the idea of the preemptive claim was dropped completely in favor of something ONLY your brand can claim. This kind of positioning is perfectly illustrated by M&M’s “melts in your mouth, not in your hand” thanks to a patented sugar coating. However, in his 2008 book “How Brands Grow”, Byron Sharp proved that differentiation is meaningless and brands need to be distinct. Each of these intelligent people, Reeves & Sharp, had their own “truth” about how best to position a company that worked for them. Mark Ritson does a fantastic job of creating a “truth tent” large enough for everyone’s views on Positioning. DEMONSTRATION Simply put, here’s how it works. No matter how well you accomplish the first three Key Components, you’ve wasted all of it if the audience can’t picture themselves using the thing. Yes, demonstration is that integral to your service or product’s success. The good news is that humans are built to watch closely, especially if they’re watching another human. Back in the 90s, a team of Italian neuroscientists made a groundbreaking discovery in the brains of Macaque monkeys. Motor cells inside their brains fired, the exact same way when one monkey conducted a behavior as when it watched another monkey do the same thing. Watching created the sensation of doing. These cells, called “Mirror Neurons,” have unlocked major advancements in the study of how people relate to each other. They’ve helped clarify what exactly is happening in our brains when we experience media and imagery. Mirror neurons help explain the voyeuristic impulses that command the audience’s attention. When we watch another person experience something, our imaginations automatically simulate that experience for ourselves and we feel a miniature version of it. But what do you do when there is ONLY audio? I could write an entire article on “The Theater of the Mind” using audio to influence the listener to visualize your product or service. Thankfully, Pandora already wrote it. The same old mirror neurons can go to work even if the person your listener is envisioning is in their own head. This is also discussed in Blindsight, The (Mostly) Hidden Ways Marketing Reshapes Our Brains. You can also use unique attributes—sound effects, music, multiple voices, even silence—to demonstrate in an unexpected way. Hiscox Business Insurance uses an engaging audio sleight of hand to demonstrate the type of cyber threats they protect businesses from in this UK audio ad. It’s an ad about the threats of cyber crime that intercuts between a professional actress and an AI Copy, asking the listener if they can tell the difference between the two.

How To Write Podcast Ads That Sell - Part Two

July 7, 2021

thought-leadership

By Stew Redwine · Editors: Bryan Barletta, Evo Terra Introduction “Podcasters can sell underwear, so why do they struggle to sell themselves?” That was the question Bryan wanted help answering when he reached out to me for pointers on what makes a live-read work. He thought maybe podcasters just need to be told how to write an ad. After talking for a few minutes we decided to make an ad for Sounds Profitable by going through the creative process I use when developing ads. And when we were all done he asked me to share more about what is behind the approach. Why is the creative organized the way it is? It’s something I’ve been working on for a while now. Maybe I went a little overboard on my answer for him, but here you go. Everything you’ll read here is based on the work of a lot of other people. You could find it all if you searched and spent the time connecting the dots. But now you don’t have to. NOTE: There are THREE main sections of a podcast ad – Intro, Body Copy, and Call to Action. Within that, there are subsections you can use to write your copy. But the end result doesn’t need all the labels. They’re there to keep your thoughts organized and make sure you have everything that needs to be included in your message. Building An Ad Intro SETUP Ever since the height of “audio ad-tech” was a ram’s horn – one question remains. Do the ads work? This one’s for Sounds Profitable – and we’re about to find out. Body Copy VALUE PROP Sounds Profitable is the ONLY podcast that brings you the latest from the podcast ad-tech world. POSITIONING But we’re not just reporting. We’re leading the space – with the first-ever on-demand podcast upfronts. We’re breaking down the business of podcasts – from analytics to dynamic ad insertion. And we’re giving you in-depth detail from experts. All so you can make smart decisions. And sound smart too. DEMONSTRATION Go to Sounds Profitable dot com slash Premium and sign up for our NEW Premium Feed – for FREE – and hear audio versions of ALL our articles plus expert interviews with guests like Tom Webster of Edison Research and James Cridland of Podnews. SUBSTANTIATION Access everything in one clean feed thanks to our sponsor Supercast – one of our FIFTY PLUS SPONSORS – from the most important podcasting ad-tech partners, agencies, and publishers. Call to Action OFFER SCARCITY PATH Sign up at Sounds Profitable dot com slash Premium and now through Father’s Day you’ll be entered to win audio gear – like headphones, mixers, and mics – based on how many new subscribers we get. But only until June 20th – go to Sounds Profitable dot com slash Premium! Plus, when you sign up, you’ll prove this ad worked. Right? Sounds Profitable dot com slash Premium. CLICK HERE for the output of this exercise and how it actually sounded once recorded. Next week, we’ll dive into the nine main sub-components that make up the foundation of Audiolytics™ so you can make an ad that works for your business.

How To Write Podcast Ads That Sell

June 30, 2021

podcast

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

In Case You Missed It - The Media RoundtableGreatest Hits - Part 2

June 23, 2021

podcast

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

In Case You Missed It - The Media RoundtableGreatest Hits - Part 1

June 16, 2021

podcast

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

No Spin Meets the Media Roundtable: A Conversation with Bill O’Reilly

June 9, 2021

podcast

Quis Custodiet Ipsos Custodes? Translation: “Who Watches the Watchmen?” This is the question posed in this week’s episode of The Media Roundtable by our guest, Will Phipps. Phipps is dedicated to charging Brands and Marketers through A&G’s initiative, Protect Our Press“. We discuss the importance of local and reasons why we must unite to support this critical part of the news media ecosystem as it struggles for survival. While journalists, aka “The Fourth Estate,” are needed to hold the powerful to account, it now falls to Corporations to support and hold this critical institution to account. Phipps has been in the advertising industry for nearly three decades and knows firsthand how “the proliferation of programmatic media buying is the easiest way to reach audiences at the lowest costs.” But, it’s not all upside. Yes, you now have lower CPM’s, but it comes at the expense of local media which Phipps believes is the key to bringing us back together. Local publications tend to be less polarizing and have proven their worth through the existential threat we have faced over the last year. As it turns out, only regional journalism can give you guidance through such a crisis as rules and resources vary from state to state and county to county. Protect Our Press is doing important work and has a clear plan that empowers marketers to take action. This episode is an eye-opener to any brand or agency not currently prioritizing support of local journalism in their media plans and is an excellent complement to the work of The Media Roundtable as we seek to advance truth and civility in media. Listen to the Episode HERE

Buy Local! The Case to Save Local News from Will Phipps of Protect Our Press

June 2, 2021

podcast

Here’s what happens when you interview a once-in-a-generation journalist to discuss the wildly divisive industry he helped to create. Ben Smith is a journalist’s journalist and has been described as one of the most powerful men in media. He was on the front lines as Politico turned political journalism upside down, eating The Washington Post’s lunch until Jeff Bezos rescued them. Then as Editor-in-Chief of Buzzfeed News, he converted the Startupy brand from a receptacle for listicles into a legitimate journalistic institution. Today, Smith is the Media Editor for The New York Times and this week’s guest on The Media Roundtable. The scope of this episode is wide and consequential. As a changemaker and working reporter, Ben holds court on a number of topics, including cancel culture (or “bad faith” when spoken by liberals), holding brands accountable for living their values, the future of content moderation, including Zuckerberg’s “Star Trek global court…sitting around a glowing table in robes”, how corporations are “constantly getting baited” by social media to have an immediate response to cultural issues rather than a more methodical process for addressing concerns, adding that this is not just from customers but also feeling rising pressure from their own employees. Similar to our earlier episode with former CNN Washington Bureau Chief, Frank Sesno, Ben provides a true State of the Fourth Estate. You’ll not only hear perspectives from one of the leading minds in the industry; he does it in a way that is easy to listen to and understand. Listen to the Episode HERE

The State of the Fourth Estate Part III: NYT’s Ben Smith

May 26, 2021

podcast

Entrepreneur, disrupter, and recent author, Kara Goldin is Founder & CEO of the fabulously successful Hint Inc., where she successfully created a category for unsweetened flavored water, transitioned from reliance on retail to opening D2C, and proved naysayers wrong at every turn. Everything about Kara and the company she founded shows that doing well by doing good can be wildly successful. As our guest on this episode of The Media Roundtable, she shares lessons from her journey that led to her publishing best-selling book,Undaunted: Overcoming Doubts and Doubters. In this episode, she shares how the genesis of her company and the successes along the way generally came from organic experiences that led to organic products and later profit. One of the key takeaways is that to truly make an impact, you’ve got to pick your shots instead of being all things to all people. This is a welcome conversation in an age where societal pressures encourage us to dive into every conflict. For those of us trying to work out how to make a truly positive impact from the products and services we create to the voices we support, we would all do well to take a page from Kara. Listen to episode HERE

Hint Inc. Founder, Kara Goldin’s Journey to Creating Values-Driven Brand

May 19, 2021

podcast

Media Roundtable aims to provide views from left, right, and center, in hopes that through presenting perspectives different than our own, listening with intent to understand, and being open to opinions different than our own, we can begin to lower the level of polarization in this country. It’s to this end we invited Steve Deace to come on the show. Deace is a conservative Christian broadcaster and his podcastThe Steve Deaceshow is part of the Blaze family. On the surface, you’d label him a party-line conservative, but as you dig in deeper, you find he’s willing to go after people on his own side (R) and is a self-proclaimed member of “Team Elizabeth Warren” as it relates to treating social media as public utilities. Steve shares some very strong views, diving into the role social platforms have played in making us more selfish, how we’ve built a system where profit incentivizes propaganda, and how politics has torn apart the fabric of American society, turning neighbors into enemies. Deace takes several positions that do not align with the values of Media Roundtable, in particular his decision to reluctantly participate in our modern culture war and his corresponding tactics. But make no mistake, Deace speaks for millions of Americans and issues a dire warning to brands that weigh in on thorny political topics. Some choice quotes on the subject here: “The next generation of republicans will not protect business.” “I have to warn folks in the corporate sector of the enmity you are creating. The reverb on this is going to be a son of a gun. Are you sure you want to go down this road?” “These corporations are putting us in a position where you’re leaving us no choice but to punitively strike back.” Recent actionsby conservatives looking to answer groups like Media Matters and Sleeping Giants may prove Deace to be prescient. As you determine your approach to Corporate Social Responsibility, the decisions you make are not to be taken lightly. Listen to the episode HERE

The Unwinnable Culture War: A Conversation with Radio Host Steve Deace

May 12, 2021

podcast

What happens when the first job of your political career results in the historical presidential win for Barack Obama? Consider a lifelong career in politics? What if your second political job had you thrown into the midst of an ever-deepening social divide after the loss of Hillary Clinton eight years later? For our guest this week, it spawned action. This week on The Media Roundtable, we are joined by Ciaran O’Connor, Chief Marketing Officer at Braver Angels, an organization founded after the 2016 election, in order to bridge our divided country by engaging with communities directly. O’Connor knows we have deep disagreements in this country but believes that’s the way it’s supposed to be; it’s how we interact with whom we disagree that needs to change. His organization aims to bring both sides together through media content, workshops, skills training, weekly civil debates, and local community alliances. Braver Angel’s goal is to have 1% of the population committed to their cause, and they’re breaking all the rules in getting attention. As CMO for the organization, O’Connor ironically uses conflict to bring people together, and his approach is something from which all marketers can learn. Many marketers actively avoid or ignore conflict altogether (especially the political variety), but Braver Angel faces it head-on; encouraging debate and finding peace by uncovering common ground in the process. O’Connor walks us through how he does it and shares some of the resources his organization has created to facilitate constructive conversations while addressing hot button issues. It’s not a popular path, but as a country, we need to stop making people “bad’ just because we disagree, and diving into the deep end may be just the place to start. Learn more in this week’s episode. Listen to the podcast episode HERE

Using Conflict to Bring Peace; How One Marketer Leans Into Conflicts to Bring People Closer Together

May 5, 2021

podcast

The Media Roundtable has played host to multiple Emmy Award-Winning Journalists, Media Titans, Podcast Personalities, and a former Speaker of the House. Still, we’ve never had a guest like T-Pain. This Rapper turned Singer turned Entrepreneur has won two Grammys, has collaborated with everyone from Lil Wayne to Taylor Swift, and disrupted the music industry with his innovative use of Autotune. Then he lost everything. Years later, T-Pain has reinvented himself by expanding his record labelNappy Boy Entertainmentinto a multifaceted media company with revenue streams including a Record Label, Gaming, Drifting, and his newest venture, Nappy Boy Radio. On this NSFW episode, T-Pain describes his journey and POV on the media landscape today as it impacts culture. We cover the usual topics like the Attention Economy, Cancel Culture, and Social Media and expand into how he approaches marketing, his brand, and the lessons he’s learned going up the ladder of success, falling down, and going back up again. This is easily the most fun we’ve had on the show, but you will be even more impressed by his vulnerability, insights, and inspiration. T-Pain lives theMedia Roundtable values, and based on how persuasive his lyrics are (you’ll have to listen to get this one), we may have to ask him to rewrite it in his own persuasive style. T-Pain is on the cusp of launching his own show, the Nappy Boy Radio Podcast, with our friends at PodcastOne. Once you listen to this episode, you’ll know why. Listen Here

T-Pain Takes a Seat at The Media Roundtable and Buys Us a Drank

April 28, 2021

podcast

“We don’t advertise in news content; it’s too controversial,” said a cacophony of brands just prior to the fall of our democracy. What happens to a society if the institution tasked with holding the powerful to account loses trust or retreats behind paywalls so that only the wealthiest in society have access to facts. This is the long-term risk as many brands abandon sponsor support of our Fourth Estate. Irrespective of societal impact, forgoing news content may be to the immediate detriment of your business if you are in the avoidance camp. This week on The Media Roundtable, we are joined by Brad Berens, Editor in Chief at theInteractive Advertising Bureau (IAB), whose membership accounts for 86% of online advertising in the US, including podcasts. The conversation begins with Brad discussing the recently released,News Trust Halo Reportconducted by the IAB which found that84% of consumers feel advertising within the news increases or maintains brand trust.He also shares his perspective on the limitations of keyword blocking, choosing brand values that don’t alienate people, and data suggesting advertising in the news can increase customer perception. This discussion travels from the history of journalism to the present, and into the future. This includes the sudden rise (and potential fall) of Clubhouse, Facebook’s firm step into audio, and how the new privacy standards surrounding Apple will affect brand advertisers. Brad is not only one of the best-informed minds in our industry, but he also brings keen insights to bear. Among them, he describes a likely future where many corporations do not survive. This and many more insights are now available for free, in this week’s episode of The Media Roundtable. Futuristorian.

Brad Berens PhD., IAB Editor-In-Chief Takes Us to School on the Impact of News on Brand Sponsors,And Everything Else

April 21, 2021

podcast

As values-driven brands seek to “Do well by doing good,” they may find themselves biting off more than they can chew when they start making public statements about political issues, asmany are experiencingfollowing new Georgia Election laws. We covered ad nauseam the recent findings from theEdelman Trust Barometer, where corporations are more trusted for competence and ethics than government, media, and even non-profits. But how far should they go in weighing in on controversial matters of public concern? With companies to run and only so many hours in the day, where should they draw the line? How long can they maintain that public trust if they get pulled into the divisions that have been plaguing our country in recent years? Among other topics, this is one of the areas discussed on this week’s episode of The Media Roundtable, where we are joined by Emmy award-winning journalistsJill WagnerandCarlo Versano. Jill is an anchor for Financial News Network atCheddar, where Carlo is a Senior Producer. Together they Co-host Need2Know, a daily consumer-focused newsletter, and podcast. Jill and Carlo seem to have found a formula for reporting the news, sharing perspectives, but removing the vitriol that can so easily descend into division, and they do this every day on theNeed2Knowpodcast. As the duo sits ringside on business news and issues that keep executives up at night, they bring a unique perspective as practitioners committed to advancing truth and civility in journalism.

Emmy Award-Winning Journalists Crack The Code To Reporting The News Without the Venom

April 14, 2021

podcast

This week, Dan sits down with two masters of media; Marla Kaplowitz and Rob Rakowitz. Marla is CEO of the 4A’s, the advertising and trade association that works with over 700 agencies (including Oxford Road). Rob is the Initiative Lead at GARM, a chapter within the World Federation of Advertisers. Between these two groups, they support over 90% of global marketing spend, including every brand you can think of, including; Airbnb, P&G, Pepsi Co, Ikea, Kelloggs, CAA, Unilever, General Mills, Mastercard, GM, Adidas, Mars, McDonald’s, Nike, Spotify, T-Mobile, Volkswagen, and hundreds more. Tasked with addressing the largest problems facing marketers, brand safety is a primary focus. The discussion includes doing well by doing good through marketing, the importance of news, and the future of the industry. If you want a view from the top, this episode provides specific advice for brands and agencies and outlines the tools and resources to help companies live their values while protecting their brands. Listen to Episode HERE

How The World’s Largest Brands and Agencies are Taking on Brand Safety

April 7, 2021

podcast

When Joe Biden said, “We need a Republican Party. We need an opposition that’s principled and strong,” he was talking about Hugh Hewitt. Hugh is an enigma. The Hugh Hewitt Show, through Salem Communications, reaches 2M+ listeners per week. Hugh is also the President of the Richard Nixon Foundation and proud to talk about his relationship with the former president, his affection for Mitch McConnell, and his three Trump Tattoos (one for each time the other former President insulted him publicly), whom he still voted for twice. But he’s equally proud of his relationship with personalities that many Republicans despise, including Al Sharpton, Joy Reid, and Dr. Fauci, who is Hugh’s favorite person in government. Hugh is not your typical conservative talk show host. He’s never done a show about Cancel Culture. He refuses to gaslight his listeners for ratings, doesn’t interrupt, and never asks “Gotcha” questions whether he agrees with his guest or not. He chooses to appear on MSNBC over Fox and is a regular on Meet The Press. People who have known Hugh over the years will attest to his humility and fundamental decency in the way he treats all people. Perhaps this is why when he’s slandered, it is usually Democrats who are first to rush to his defense, as did Ron Klain in the not-too-distant past. Hugh’s focus is on being “NPR” for Republicans and, we discuss what that means at length in this week’s episode of The Media Roundtable Podcast. When you listen, you’ll hear pearls that can help guide the way you program, sponsor, or treat the next person you see. “You can be wrong and not rotten, you can be right and awful. That’s the big distinction in this world. I want no part if right and awful, I just want people who are level-headed.” Hugh believes every content producer needs to “counter-program, within [their] program” inviting opinions differing from [their] own and giving them the floor. He advises broadcasters to “Get out of the Professional Wrestling Business.” Bringing it back around to advertising, Hugh provides a call to action we can all get behind: “find the good and buy ads on it.” I hope you’ll give Hugh the same courtesy and consideration he gives those who disagree with him. If nothing else, it’s a fun conversation that folks on both sides of the aisle can benefit from hearing. Dan Listen to the Episode

Hugh Hewitt, A Republican You Should Sponsor

April 1, 2021

podcast

This week on theMedia Roundtable, Dan shares the blueprint to achieve 100% effectiveness in brand-safety. As a leader in the Podcast space, so many brands and content creators ask how our mission to advance truth and civility in journalism is really achievable. Advertisers always ask us,“How can we be sure what we are sponsoring won’t be susceptible to controversy.”In partnership withAdFontes, since launching theMedia Bias Chart for Podcasts, lots of networks are now asking, “what does a brand-safe podcast even sound like?” This week we answer the question once and for all. For the first time ever, we’ve conducted a live content demonstration of a 100% brand-safe show. So sit back, relax, and enjoy as we show you how it’s done. Tune in to hear the details on how your brand can sponsor the type of shows that will never cause any potential negative feedback in the marketplace. Click Here to Listen to Episode

The World’s First 100% Brand Safe Podcast Episode

March 24, 2021

podcast

The topic of media bias hits close to home for Kaur. Having been born in India, she describes a world where misinformation leads to mob violence and lynchings,EVEN TODAY. Living abroad before coming to the US, she describes the toll that state-sponsored media and unchecked bias can take on a nation. For Kaur, January 6th should be a wake-up call to stop using the news to spread a narrative. Kaur shares how she used her engineering mind to solve the problem of identifying media bias and evaluating news stories from a more diverse, global perspective. Between sending rockets to space and fighting media bias, she finds the latter to be much, much harder. Ground News’comparison platform showcases how media outlets across the political spectrum and around the world are presenting stories, and then classifies those sources according to third-party evaluations of political bias. According to Kaur,“If you were to just rely on a single news source or single set of news sources in that settled spectrum, then you’ll miss out on the big picture.”While many may think media slant occurs predominantly from one political position, Kaur believes both sides are equally guilty of injecting bias into the stories they tell. “Storytelling is SO important in good journalism. It’s not just about putting in the facts. It’s about having an opinion based on their training, based on research, and what they understand of the issue. A fair opinion is not just purely there to enrage you or make you angry or click it. That’s not helping anybody.” We couldn’t agree more. As consumers, we need to be aware of when this is happening, and as marketers, we need to support good journalism. That’s what we’re committed to doing with this podcast and with theMedia Roundtable, mobilizing Marketers to support truth and civility in journalism. With the help of leaders like Harleen Kaur and her work withGround Newsand Ad Fontes’ work withPodcast Bias Chart, we hope to help marketers find a balance between their brand values and business objectives. Contact our team to find out more. P.S. Opportunities for sponsorship of Ground News may be forthcoming. Listen to the Episode

Harder Than Sending a Rocket to Pluto, Former NASA Space Engineer and current CEO of Ground News Addresses Challenge of Media Bias

February 10, 2021

thought-leadership

By Kyle Jelinek w/ Stew Redwine As in years past, Oxford Road scored all the Super Bowl spots with Audiolytics™, our proprietary taxonomy for commercials, and the Top Ten List will probably surprise you. It’s ok. We’re used to it. Because a high score in Audiolytics™ doesn’t mean it will be the most liked or generate the most buzz or even capture the most purchase intent. What it will do is capture the most purchases. But all advertisers aren’t focused on their Audiolytics™ Score yet. Many who would have had spots in the Big Game opted out because they didn’t want to hit the wrong tone or in anticipation of lower than average viewership (the latter proving to be confirmed), while most were entirely invisible. On top of that, it was the least viewed Super Bowl since 2007, at a reported price tag of $5.5M per 30-sec spot (down $100k from last year). Sure, we saw “The Boss” (who’s now a cowboy?) slinging unity and Jeeps, The Bud Light Knight die an untimely death… again, a guy standing (sitting) in his field singing about oat milk, and a perceived 5-sec hack into the system by Reddit. And just like that, nobody will be talking about the class of 2021 after this week. That’s if we only look at the ads as entertainment. But if we look at them through the lens of Audiolytics™, some might just translate to sales. If you haven’t heard, Audiolytics™ is Oxford Road’s proprietary ad scoring system that measures an advertising message’s potential to drive sales by evaluating it on 9 Key Components and 71 Subcomponents. In short, Audiolytics™ is the measuring stick we use to ensure the messages we put into the marketplace are structurally sound for maximum performance. Here are the critical components of a great performance ad defined by the Audiolytics™ taxonomy for new readers. #1 Setup – What is the problem you’re solving? Who are you solving it for? #2 Solution – What is your solution to the problem? #3 Positioning – How do you compare to the alternatives to your solution? #4 Demonstration – How does it work? #5 Substantiation – Why believe you? #6 Offer – Will you be giving something extra for responding? #7 Scarcity – How long is this offer available? #8 Path – How do you get the product or service? #9 Execution – What is the tone and feel of the ad? Using this grading system, we’ve evaluated every ad from this year’s broadcast, and per usual, none of them scored a grade over 90% (which is the benchmark we here at Oxford Road use to ensure every ad we put in the marketplace is poised for success). There were, however, a few ads that came very close. They’re not the ads making headlines, but according to our data, we believe these ads have the best chance of driving actual performance for their brands. Not to toot our own horn, when this methodology predicted T-Mobile to have been the best ad in 2019’s Super Bowl, it turned out to be the most effective thing they ever did. #10 Cutwater: Cut Out With Cutwater – Total Audiolytics™ Score – 69% Everyone needs a cocktail on the go, right? Anheuser-Busch’s canned cocktail brand Cutwater Spirits’ first Super Bowl shows how fun alcoholism can be with hot people drinking cocktails in the mountains. But it hits the mark on Substantiation (Audiolytics™ Key Component #5) by showcasing that it was the most awarded canned cocktail. #9 Microban 24: Keep Killing Bacteria For 24 Hours – Total Audiolytics™ Score – 70% Perhaps the most timely of the bunch was Clorox’s Microban ad because everything needs to be disinfected all of the time. This ad crushed it on Demonstration (Audiolytics™ Key Component #4) by showing how the product is used in practically every shot. #8 T-Mobile: Adam Levine Sets Up Gwen and Blake – Total Audiolytics™ Score – 72% First, this ad let the world know that nobody on The Voice can act. More importantly, we also learned that T-Mobile has more #1’s than any other 5G network. This is what we call Positioning ladies and gents (Audiolytics™ Key Component #3). #7 Jeep – The Middle – Total Audiolytics™ Score – 73% Perhaps the ad that made the most serious attempt at providing a positive message, Jeep, via Bruce Springsteen, nailed Execution (Audiolytics™ Key Component #9). While we didn’t know The Boss was a cowboy (and at the time didn’t know he was recently charged with a DUI), this ad’s message of unity was pitch-perfect for these times, “there’s hope on the road up ahead”. #6 Mountain Dew – WIN $1MILLION! – Total Audiolytics™ Score – 80% John Cena driving down the road in a watermelon-inspired convertible? It sounds weird, and it was. But Mountain Dew’s showing at this year’s Super Bowl had something few advertisers on the big game ever do, an Offer with a clear Path (Audiolytics™ Key Components #6 and #8). Just be the first to count and tweet the number of bottles in the ad, and win a million bucks! Sounds easy enough. #5 Skechers – Skechers Max Cushioning – Total Audiolytics™ Score – 82% Tony Romo drives a monster truck, and his wife is the main character from The Princess and the Pea, but all of this ridiculousness didn’t stop this commercial from hitting our top 5. The spot nailed the Value Prop (Audiolytics™ Key Component #2) by showcasing how Skechers has maxed out the cushioning in their new line of shoes. Plantar fasciitis sufferers unite. #4 DraftKings – Fourth Quarter Prediction Challenge – Total Audiolytics™ Score – 83% Hey America, don’t just watch, play this little game and maybe win a million dollars. Like Mountain Dew, this ad has a great Offer and a Path plus a solid Setup (Audiolytics™ Key Component #1). For all of the degenerate gamblers out there, you can bet on sports legally from your phone, hooray! #3 Scotts – Keep Growing – Total Audiolytics™ Score – 84% This one has a lot going for it, like Martha Stewart, John Travolta, and Stanley from The Office all tending to garden duties. But its use of an Offer, Path, Positioning, and Execution drove this ad to the number 3 slot in our ranking. #2 Rocket Mortgage – Certain is Better – Total Audiolytics™ Score – 84% Tied with Scotts is Tracy Morgan as the spokesperson for Rocket Mortgage. The whole ad is a lesson in Positioning and Substantiation, all centered around the fact that with Rocket, you can “be certain”. The spot also gets high marks by providing a clear Path and Execution. #1 Paramount+ Expedition | Sweet Victory – Total Audiolytics™ Score – 87% Finally, we make it to the summit, and it shall be named Paramount. This suite of ads, while entertaining, also delivered the goods for almost every Audiolytics™ Key Component. It can be done. The only thing they were missing was an Offer and Scarcity, but it did so much else right, it took our number one spot. Had they added some kind of limited time offer for early streamers or a contest like Mountain Dew, this ad would have achieved over 90% in our grading. Bravo, Sir Patrick Stewart, bravo! ____________________________________________________________________________ And there you have it. The only Super Bowl commercial ranking that actually matters. To learn more about how Audiolytics™ can supercharge your creative to a level that would outperform every Super Bowl ad out there, reach out with an email, we’d love to help. Oh yeah, and Audiolytics™ just got an upgrade. We’re now combining our 71 Subcomponents with a backend multi-variate testing technology so that you can run optimized ads across ALL channels based on real-time, in-market performance data. No more guessing. No more opinions. We will test keywords and phrases in hundreds of digital ad permutations to help you arrive at the best performing words. It’s called “Audiolytics™ X.” Ahhh yeah. For a FREE demo on how it all works, click here.

The Definitive Grading of Super Bowl LV Ads

January 27, 2021

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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.

James Bond's Branding Masterclass

January 20, 2021

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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.

A Call For Unity

January 13, 2021

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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

Advice for Marketers in a Post-Capitol Siege World

January 6, 2021

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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.

Oxford Road’s Top 13 Predictions for 2021

December 30, 2020

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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!

Our 2020 Industry Predictions Graded

December 23, 2020

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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

Marketing in 2021: Conflict Readiness and Resilience

December 23, 2020

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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.

Conflict + Resilence - Media Roundtable

December 16, 2020

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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

Using the Media Bias Chart for Brand Safety?

December 9, 2020

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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

The Media Roundtable Pledge

December 2, 2020

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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

Introducing The Media Roundtable

November 25, 2020

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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.

Be The Smartest Person At The Thanksgiving Table

November 18, 2020

thought-leadership

By Giles Martin, EVP, Strategy & Insights Oxford Road Les Binet, one of the “Godfathers of Advertising Effectiveness”, often creates a lot of attention in the marketing community when he publishes new research. We believe this attention is well-deserved: Binet’s work with Peter Field has arguably changed the industry forever, ushering in a new era of accountability and clarity for marketers, and demonstrating what will drive growth for their organizations. Last month, Les created waves with a stimulating, promising, and challenging video about Google search data. Broadly speaking, he claims that “Share of Search” data can be used to predict (or, at least, may be useful in predicting) market share data for brands. For reference, share of search is defined as the search volume for Brand X divided by the total number of searches in the category. Binet and his team looked at three different categories to provide some range in the analysis: automotive, energy, and mobile phones. Here’s an example of how share of search data correlates with market share in the automotive sector. You can see immediately it’s a pretty strong and clear correlation. What’s essential about Binet’s latest contention is not the correlation per se, however. Rather, it’s the relationship between the time series of these data sets. Below is an example showing the trend across ten years of data for share of search and market share for LG in the smartphone market. Binet suggests that the share of searches is a valuable leading indicator for future trends in market share, which is certainly implied by the chart. He goes on to claim that the increase in share of search, across the previous nine months, can predict an increase in market share in the current quarter. The implication, then, is that changes in share of search can be used as a type of early warning indicator for brands. Another important piece for marketers to understand is the relationship between advertising and the share of searches. The chart below shows a strikingly strong relationship between the two data series (or specifically, changes in increase in SOV correlating with changes in share of search volume.) Said another way: if you spend enough in offline marketing to meaningfully increase your share of voice, you’ll drive an increase in the share of searches in your category. It makes a lot of sense if you think about it. This type of analysis will be familiar to some. Binet & Field popularized for many the view of the relationship between “excess” share of voice and market share gain, providing many advertisers with valuable guidance on budget setting to achieve specific financial and business goals. This latest work connects the key dots between these two variables: how broad-based (generally offline) advertising investment creates an impact on people’s neurology, which in turn manifests in more curiosity, awareness, and consideration for the brand. This increase in mental territory and activity for the brand, visible through heightened search activity, finally turns into revenue and market share. Despite the promise and interest of this approach, it’s still in an early phase. We advise a degree of skepticism, or perhaps cautious optimism, about the promise of this data. It remains the first work of its kind (ie. using share of search), and while three categories are better than one, it’s still only three categories. A good next step will be widening the category set and making some of this data more publicly available. What should advertisers and clients be doing with this information? Well, firstly and simply, they should be aware of this work and its importance. Secondly, especially for D2C clients, they should view this work as a reminder that being a “data-driven” marketer is more than looking at a portfolio of channel performance. It’s also about looking at data sets and marketing research that provide pointers – increasingly valuable and robust pointers – about how marketing works and how it can drive growth in a broader sense for their corporations.

What’s Your Share of Search?

November 11, 2020

thought-leadership

By Anna Sunshine, Oxford Road Podcast Media Supervisor What if somebody told you that an increasing CPM isn’t necessarily a bad thing? Would you believe them? Probably not. The podcast world is well into 2021 planning, and whether we’re renewing tenured campaigns with longstanding partners or vetting new opportunities, we’re always looking for obvious signs indicating that we’re setting ourselves up for another year of success in the medium — and fluctuations in CPM have traditionally been the best barometer. But this year, we’re seeing more CPM fluctuations than ever before. Many of the top podcasts in the space are “network hopping”, converting from “baked in” to dynamic insertion, and/or fundamentally changing their buy structure altogether. This is driving an unprecedented level of CPM fluctuation that’s creating concern for our team and the performance advertisers that have grown to rely on these shows as stable assets to their advertising portfolio. CPMs are trending up, but why? The Podcast channel as a whole is seemingly moving more and more towards packaging opportunities perfect for big brand advertisers and away from those looking for performance. Shows that have been in the marketplace for years are increasing their CPMs year over year, and new, buzzworthy personalities are launching with high CPM, 6-figure sponsorship packages, sight unseen. While there’s undoubtedly some level of branding achieved, and it’s oftentimes possible to implement a brand lift study for an additional cost, these big-ticket opportunities are usually a high-risk test for those of us who care about metrics like CPA and ROAS. But while big brands are coming into the space and driving CPMs higher, there’s more going on than meets the eye. We believe clear and measurable ROI can still be accomplished if you know how and where to find the shows that genuinely care about making their ads work. In these cases, the strongest relationships we’ve forged over the years have a mutual level of trust and transparency, which includes sharing insight and working towards the common goal of making every ad work, knowing that it ultimately helps everyone in the long run. Not to say that there isn’t a place for building a diversified portfolio with the right mix of high reach and smaller performance-based shows (we can tackle that at a different time), but it’s from these trusted network partners that we’re able to peel back what’s really going on. This is especially the case with CPM fluctuations. And this is where it gets a bit more nuanced because a drop in estimated downloads doesn’t necessarily mean the show is losing listeners — in fact, it’s often the opposite. There have been plenty of new download measurement guidelines and challenges that have factored into CPMs fluctuating over the past few years, and while it’s better than it was, it’s still not perfect. As the podcast marketplace went from an unregulated to a (somewhat) regulated marketplace, we have to be mindful that what appears at first to be a decrease in listenership isn’t always the case. It’s likely a change in how the networks are tracking their show’s size. Oftentimes, when a show adjusts its download numbers lower, it’s because their network has implemented stricter rules from the IAB in an attempt to report the most accurate number of downloads possible. Some networks use a 5-minute measurement window, others a 60-minute window, and others still, a 24-hour window according to the IAB’s standards. One of our longstanding network partners has been using a 5-minute window to measure podcast downloads for years. This means that every time a listener pauses a show and comes back to play the same episode, 5 minutes later (or more), they would be defined as a ‘new listener’. This resulted in the downloads being exaggerated since many people listening to a single episode were counted multiple times. Starting next year, this partner is moving to a 24-hour window instead of 5. Therefore, the reported downloads will decrease, driving the CPM through the roof, but ultimately the unique listeners to each show will remain about the same. Although it seems like the podcast is jacking up their CPM while reporting fewer listeners per show, all other things equal, performance should theoretically continue to be the same. We might even suggest that it’s a sign of health as the industry continues to refine its approach to measurement. As to which lookback window we should use, the jury is still out. For now, it’s up to the networks themselves to choose. If a show jumps from one network to another, or, like in our example, a network changes their lookback window from 5 minutes to 60 minutes, the estimated downloads may change drastically — and while the CPM will be affected, the true listenership is likely about the same as it has been. CPM, while an indicator of potential, is not the “be all, end all”. Our network partners run the gamut here, and we see podcasts across the CPM spectrum driving strong response, so it’s important to stay relatively impartial and let the performance speak for itself. Shows with low CPMs may drive zilch, while shows with the CPMs 3x that amount can have the most responsive audiences we’ve ever seen. Every CPM has a story if you dig deeper, and it’s not always the one you would expect. So if you see a drastic change in CPM on your 2021 podcast renewal, don’t be so quick to cut the show from your plan. It’s important to understand the full context of why the CPM changed and more importantly, how it will affect your performance. If you have an agency, they’re already doing this for you, but if you’re going at it alone, stay informed and try to understand if it’s a true CPM increase or simply a change in measurement.

Every CPM Has a Story

November 4, 2020

thought-leadership

Remember when the best basketball players in the country formed The Dream Team to dominate the 1992 Olympics? This week, Oxford Road officially announced the advertising agency equivalent with the appointment of three extremely talented industry leaders to the executive team. In a story that’s already been picked up by All Access, Talkers Magazine, (for some reason) a TV station in Delaware, and more, Oxford Road officially announced that global agency veteran Steven Abraham joins as President; former head of radio network Premiere and Chairman of Radio Hall of Fame Kraig Kitchin joins as Strategic Advisor; and former fashion industry leader, experiential learning company president, and Oxford Road ally Jennifer Laine formally joins the company to lead marketing and key strategic initiatives. Together, this dream team will help take Oxford Road and its clients to new heights. Read The Press Release

Oxford Road Announces Dream Team

October 2, 2020

thought-leadership

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 Publicly – 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: Withdraw sponsorship until further notice: There is no rule that says you must close the door permanently. You can, however, decide that you don’t see an immediate path to the reinstatement of your campaign and take appropriate action. Again, quietly is best. Terminate the relationship permanently: If you have weighed the offense and believe that your company mission calls you to take a side and have weighed the costs associated with permanent separation, notify the necessary stakeholders. Avoid emotional responses and stay matter of fact, leaning on the incongruity of your values with a continued relationship with the individual in question. This is the most extreme action and should only be considered in the most extreme circumstances. Return Immediately: If you believe the controversy was taken out of context or that the personality did nothing out of step with your company values, you can go back right away. Again, no public statement about this will benefit you. Wait it out: If you don’t believe the offense was worthy of any action one way or another, let the news cycle pass—anywhere from 24 hours to one week—then continue as planned per your “Pause.” Offer a Probationary Relationship: You have the right to not take any further action beyond your temporary withdrawal. However, if you do believe that the offense was a violation of your values or unnecessarily harmful but that they can be let off with a warning, then tell them so. Talk to the personality directly or at least alert the executive team that represents them that future instances of this nature may result in permanent separation. You can even request they consider some measure of goodwill or action to demonstrate a willingness to consider the feelings of those they have hurt, even if they disagree on a core issue. Typically these hurt feelings are the result of the way something was communicated, not necessarily the position held by either party. Pick up the Bat Phone What if you may have trouble getting out of a contract? What if your stakeholders are divided on what to do? What if the offending channel drives a high volume of sales and there is ambiguity around the nature of the offense. When the stakes are high and you need a professional to see you through, contact the Cambridge Negotiation Institute. 6. 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.

Oxford Road's Marketers Guide to Brand Safety

October 2, 2020

newsletter

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

Oxford Road's Guide To Brand Safety

October 1, 2020

thought-leadership

The Influencer has been touting the advantages of the tried and true “How Did You Hear About Us” (HDYHAU or Hi-Dee-How) survey and why it’s been the gold standard in measuring non-direct conversions for an offline campaign for years. However, over the past few months, pixel tracking has been making major strides as a proven, secondary source of truth for marketers to use for calculating the non-direct attribution of offline campaigns, specifically on Podcast. WHY PIXEL TRACK ANYWAY? Despite its ease of use and wide adoption, the post-purchase survey methodology has its limitations, and many marketers feel a survey in any form is problematic. A report from OpinionLab indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through. As a result, marketers often net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything. WHO’S DOING IT? The list has been growing, but Claritas (formerly Barometric), Chartable, LeadsRx, PodTrac, Artsai, and Podsights are leading the charge for pixel tracking of podcasts — with the latter quickly becoming a major player in the space. Though their methodologies vary slightly, the basic technologies are similar. At Oxford Road, we’ve been testing all of these attribution partners with various clients to evaluate their effectiveness. So far, the results are solid. Over the past few months, we’ve been able to see many of these pixel tracking partners measure campaign results that are in line with what we’ve seen using the tried-and-true survey methodology — and while we’re not abandoning a survey-based approach, our confidence in pixel-tracking is growing. HOW DOES IT WORK? First, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 15-days before launch to establish a baseline (this has been updated since the last analysis to account for partners who can establish baselines faster). Next, we identify which podcasts in your buy can actually place pixels. From our experience, 40% – 50% of the podcasts (this is increasing every month and should continue to do so) our advertisers regularly buy can place pixels depending on which publishing platform each podcast uses (Megaphone, Art19, Triton, etc.). Quality providers like those mentioned above have developed a robust control and exposure methodology to isolate the ‘baseline’ level of interest and activity on a client’s website. This is crucial because it prevents over-estimating the impact of your Podcast investment on your business. Vendors use different methodologies and your choice of partner may well (at least in part) depend on whose methodology you like. In our view, there is quite a range in their strength and reliability. Moreover, many attribution partners offer, free of charge, a dashboard for clients and agencies to see real-time data on the performance of the campaign. For clients who rely on an app, many of these vendors now have integrations pre-built with different app analytics vendors. It’s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner. HOW TO TRACK PERFORMANCE ON NON-PIXEL-BASED PODCASTS? To measure the performance of non-pixel-based podcasts, we calculate the difference between direct and indirect performance on pixel-based shows and extrapolate the rest. For example, if a pixel-tracked show has a ratio of 1:5 direct versus the attributed response, we can apply a 5x multiplier to the non-pixel-based shows. HOW MUCH DOES IT COST? Some podcast networks are adding pixel tracking free of charge with a minimum buy. While this may seem enticing, it may involve buying shows that wouldn’t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance, client comps, third-party data, and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we will determine which podcasts can place pixels and implement accordingly. This approach may generate a $1 – $2 increase in CPM on the trackable podcasts, and the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let’s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $4,667 based on an average CPM and upcharge — well worth the investment if you meet the criteria below. SHOULD YOU PIXEL TRACK YOUR CAMPAIGN? Yes! Companies that cannot utilize a post-purchase survey in their funnel must consider pixel tracking, as it is the surest way to calculate non-direct performance of the campaign outside of a survey. Ignoring the non-direct performance is a surefire way to fail. Even if you have a survey in place, pixel tracking is a way to validate results and build confidence in the non-direct campaign performance. There are always skeptics about surveys hidden away in the woodwork, and this is a way to be prepared to confront their concerns. CONCLUSION Even if your company uses a post-purchase survey, pixel tracking will provide a second data point to estimate the non-direct performance of your podcast campaign. It is important to note that despite its strides in the past months, pixel-based methodology is still in its early stages. At this point, we believe that this is quickly becoming the standard in the space, but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no attribution methodology is 100% accurate (those who tell you otherwise are bald-faced liars), the goal is to find convergence in data signals. In its current state, pixel tracking podcasts is now a major part of the equation to validate what could be one of the most profitable acquisition channels in your marketing portfolio. To learn more about how pixel tracking can be used in your podcast campaign, email us at influencer@oxfordroad.com.

PIXEL TRACKING 101.1

September 16, 2020

thought-leadership

By: Oxford Road “Quit your job and start a podcast!” This week on The Divided States of Media, Dan sits down with someone who actually “walks the walk” — Katie Herzog, reporter & Co-Host of the podcast “Blocked and Reported”. As a former journalist and new Podcaster, Katie discusses freedom and gratitude for independence amid shifting journalistic norms, and why after being canceled and harassed multiple times, she made the switch from traditional journalism (as a writer for The Stranger) to podcasting. From her show to her neighborhood, Katie’s on a mission to bring us all together — and that journey begins with empathy. Highlights: 2:56 – Don’t yield to the pressure to conform 11:40 – “Cancel Culture” can only emerge from your own side 17:29 – Diversity of THOUGHT is what’s really important right now 23:09 – People hate reading, but they don’t hate listening to podcasts 39:31 – Imagine a world where we lose party labels and “befriending your neighbor” as a metaphor for social civility 46:57 – The “Unsolicited Advice” Game 48:48 – Why you need to get off Twitter 55:16 – The Collapse of “The Old Guard” Click HERE to watch the full episode

OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 5

September 9, 2020

newsletter

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

OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 4

September 2, 2020

newsletter

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

OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 3

August 26, 2020

newsletter

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

OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA, EPISODE 2

August 19, 2020

thought-leadership

By: Oxford Road This week, we launch our second podcast season: The Divided States of Media. 70% of customers believe it’s important for brands to take a stand on political and social issues. Over half of Americans think executives who donate to the two major political candidates in this year’s election SHOULD BE FIRED — 31% for Trump and 22% for Biden. 62% of Americans are afraid to make their political views public. America is fractured by extreme partisanship and brands are stuck in the middle. How can you do the most good for your business and stakeholders without exploiting the divisions in this country? Oxford Road has joined with the National Institute for Civil Discourse to help, starting with the re-launch of our podcast, Oxford Road Presents: The Divided States of Media. In the season 2 kick-off episode, Dan sits down with Keith Allred, the Executive Director of the National Institute for Civil Discourse, to discuss the increasingly polarized American landscape and the steps that leaders in media and marketing can take to heal the divides while building their business. Highlights: 7:37 – Keith addresses the state of civil discourse in America today 11:53 – Most Americans agree on far more political issues than advertised — so why are we so mad at each other? 21:12 – History of factionalism in the US and how we got to where we are today 32:30 – What is “Cancel Culture”? How does it help, and how does it hurt? 46:02 – The “Unsolicited Advice Game” — our new segment where Dan asks Keith to give Twitter-sized advice to everyone from Donald Trump to the media and brands that sponsor 51:52 – How can we use our position in business or media to get involved and make a positive impact? 58:44 – What happens to America if nothing changes soon? 1:07:20 – Keith explains how can marketers improve civil discourse in media, without participating in “Cancel Culture” 1:11:20 – Is national unity really possible, or is it too late? Keith shares real-world experience Click HERE to listen to the full episode

OXFORD ROAD PRESENTS: THE DIVIDED STATES OF MEDIA

August 12, 2020

thought-leadership

By: KyleJelinek The Influencer has been touting the advantages of the tried and true “How Did You Hear About Us” (HDYHAU or Hi-Dee-How) survey and why it’s been the gold standard in measuring non-direct conversions for an offline campaign for years. However, over the past few months, pixel tracking has been making major strides as a proven, secondary source of truth for marketers to use for calculating the non-direct attribution of offline campaigns, specifically on Podcast. WHY PIXEL TRACK ANYWAY? Despite its ease of use and wide adoption, the post-purchase survey methodology has its limitations, and many marketers feel a survey in any form is problematic. A report from OpinionLab indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through. As a result, marketers often net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything. WHO’S DOING IT? The list has been growing, but Claritas (formerly Barometric), Chartable, LeadsRx, PodTrac, Artsai, and Podsights are leading the charge for pixel tracking of podcasts — with the latter quickly becoming a major player in the space. Though their methodologies vary slightly, the basic technologies are similar. At Oxford Road, we’ve been testing all of these attribution partners with various clients to evaluate their effectiveness. So far, the results are solid. Over the past few months, we’ve been able to see many of these pixel tracking partners measure campaign results that are in line with what we’ve seen using the tried-and-true survey methodology — and while we’re not abandoning a survey-based approach, our confidence in pixel-tracking is growing. HOW DOES IT WORK? First, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 15-days before launch to establish a baseline (this has been updated since the last analysis to account for partners who can establish baselines faster). Next, we identify which podcasts in your buy can actually place pixels. From our experience, 40% – 50% of the podcasts (this is increasing every month and should continue to do so) our advertisers regularly buy can place pixels depending on which publishing platform each podcast uses (Megaphone, Art19, Triton, etc.). Quality providers like those mentioned above have developed a robust control and exposure methodology to isolate the ‘baseline’ level of interest and activity on a client’s website. This is crucial because it prevents over-estimating the impact of your Podcast investment on your business. Vendors use different methodologies and your choice of partner may well (at least in part) depend on whose methodology you like. In our view, there is quite a range in their strength and reliability. Moreover, many attribution partners offer, free of charge, a dashboard for clients and agencies to see real-time data on the performance of the campaign. For clients who rely on an app, many of these vendors now have integrations pre-built with different app analytics vendors. It’s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner. HOW TO TRACK PERFORMANCE ON NON-PIXEL-BASED PODCASTS? To measure the performance of non-pixel-based podcasts, we calculate the difference between direct and indirect performance on pixel-based shows and extrapolate the rest. For example, if a pixel-tracked show has a ratio of 1:5 direct versus the attributed response, we can apply a 5x multiplier to the non-pixel-based shows. HOW MUCH DOES IT COST? Some podcast networks are adding pixel tracking free of charge with a minimum buy. While this may seem enticing, it may involve buying shows that wouldn’t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance, client comps, third-party data, and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we will determine which podcasts can place pixels and implement accordingly. This approach may generate a $1 – $2 increase in CPM on the trackable podcasts, and the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let’s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $4,667 based on an average CPM and upcharge — well worth the investment if you meet the criteria below. SHOULD YOU PIXEL TRACK YOUR CAMPAIGN? Yes! Companies that cannot utilize a post-purchase survey in their funnel must consider pixel tracking, as it is the surest way to calculate non-direct performance of the campaign outside of a survey. Ignoring the non-direct performance is a surefire way to fail. Even if you have a survey in place, pixel tracking is a way to validate results and build confidence in the non-direct campaign performance. There are always skeptics about surveys hidden away in the woodwork, and this is a way to be prepared to confront their concerns. CONCLUSION Even if your company uses a post-purchase survey, pixel tracking will provide a second data point to estimate the non-direct performance of your podcast campaign. It is important to note that despite its strides in the past months, pixel-based methodology is still in its early stages. At this point, we believe that this is quickly becoming the standard in the space, but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no attribution methodology is 100% accurate (those who tell you otherwise are bald-faced liars), the goal is to find convergence in data signals. In its current state, pixel tracking podcasts is now a major part of the equation to validate what could be one of the most profitable acquisition channels in your marketing portfolio. To learn more about how pixel tracking can be used in your podcast campaign, email us at influencer@oxfordroad.com.

PIXEL TRACKING 101.1

August 5, 2020

thought-leadership

By: Giles Martin Our agency recently pitched a prospect with the theme of the discussion being bringing audio “back from the dead.” It wasn’t that they weren’t spending, but everything that they’ve been doing recently smacked of neglecting the channel completely. They had previously been strong voices in podcast, but subsequently had allowed competitors to come in and dominate that space. They had been solid in radio, but the spend had withered away to minimal levels. The brand had almost disappeared completely from audio as a whole, while competitors were building a much higher audio Share of Voice in the channel. It’s not the first time we’ve seen it: audio, and radio specifically, has become the “red-headed stepchild” of the marketing mix. Audio is not sexy in the way some digital and social channels are, and TV often takes precedence in offline channels (and often rightly so). In fact, there is even data to suggest that many marketers are slow and reluctant to even consider audio to begin with. Among a survey of top brands and agencies, audio ranked 6th out of 10 channels as the best marketing channel (assessed by its ability to deliver on a variety of marketers’ needs.) “We were seeing positive signals for radio, and for several clients, steadily increasing audio budgets because of them.” The common perception is not the truth. I first started noticing this back when I was involved in a number of econometric models at a prior agency. More and more consistently, we were seeing positive signals for radio, and for several clients, steadily increasing audio budgets because of them. When presenting quarterly budgets to a large client, for example, we had recommended another increase. The CFO and CEO raised an eyebrow, but the CMO shared he’d recently returned from a conference of CMOs and there was a lot of positive buzz about radio (the old becomes new again). But this reconsideration of radio is not entirely new. P&G famously returned to audio in the beginning of 2017. A traditionally TV-led company, they had been investing more and more heavily in digital channels for many years. After a series of increasingly concerning revelations about the digital market (digital & bot fraud, lack of accountability, misrepresentation of audience numbers, and lack of agency transparency) P&G cut hundreds of millions of dollars from their digital budgets. Radio was a big beneficiary, seeing a 6x growth in investment in 2017 compared to 2016. Unsurprisingly, in 2018 P&G then posted its strongest quarterly sales growth in 5 years. And by 2019 it had doubled the volume of spots it was running on radio (compared to 2018) and was the third-largest advertiser in the channel (after Geico and Home Depot.) Needless to say, for a company like P&G, there are teams of analytic and data scientists quantifying and evaluating media impact to inform their future budgeting decisions. The focus of our article today is a report called “Re-Evaluating Media”, commissioned by RadioCenter in the UK (full disclosure: this is a company advocating for radio) but researched and authored by media auditors and consultants Ebiquity* (so we can assume the data wasn’t completely biased). The report is very helpful for understanding and quantifying how media are misperceived or erroneously ignored by marketers. Ebiquity first interviewed a hundred or so brand marketers and senior agency staff to get a sense of what was most important to them in terms of media channels. The channels considered in the analysis were cinema, direct mail, magazines, newspapers, online display, online video, OOH, radio, social media, and TV. What they were looking for from these channels were certain criteria: Targets the right people in the right place at the right time Increases campaign ROI Triggers a positive emotional response Increases brand salience Maximizes campaign reach Gets your ads noticed Low-cost audience delivery Builds campaign frequency Guarantees a (brand) safe environment Short-term sales response Transparent third-party audience measurement Low production cost Using survey responses, they applied a MaxDiff analysis to assign a weight to each of these items. The relative weights (importance) of these factors were as follows: Next, they scored each of the ten media channels against each of these attributes. Some of the scoring was self-evident (e.g comparing CPMs) or easy to evaluate based on the capabilities and realities of a channel (e.g. low production cost.) The other scores were calculated by reviewing findings from over 75 industry studies and research publications**, in addition to Ebiquity’s own large set of data on channel pricing and effectiveness, ROI, etc. from their media audits and modeling projects. For example, to evaluate TV against one specific media attribute (increases campaign ROI, for example), three different publication sources were found to be relevant and evaluated: “MarketReach: The Private Life of Mail” (2015); “Radio the ROI Multiplier” (2013), and ”The Ebiquity Database” (2014-2017). These studies all included data and findings on TV ROI, and so the results of all these studies were incorporated into the Ebiquity analysis. Radio is indeed the “red-headed stepchild” of the marketing mix. Sticking with ROI for a second, here is a chart showing the channels’ ability to actually drive ROI, based on the research papers, databases, and models that were evaluated (on the left-hand side), compared to the perceptions of the marketers (the right-hand side.) In this case, there was some (perhaps unexpected!) alignment between marketers’ perceptions and the evidence — both put TV top and Radio second for driving ROI. It’s interesting, though, to see social media at #3 in terms of people’s perceptions but much lower based on the evidence assessed. The conclusion of this study across ALL the channel attributes? Well, it’s very much in line with our pitch, and reflective of what we have seen in the industry for years. Radio is indeed the “red-headed stepchild” of the marketing mix. If you ask marketers and agencies about it, it is ranked low on their list of channels at #6, below cinema and above newspapers. The evidence, however, ranks it at #2, behind only TV. Here is the final table of results: Radio is the only channel other than TV to score over 100 on the weighted attributes. It’s curious — and perhaps suspicious — to see the clear clustering of digital channels in the bottom half and offline channels in the top half. This is probably a function of the attributes against which the media were scored. Obviously, not all digital channels are good at driving emotional response, achieving brand salience, or maximizing reach. Even the much-hyped targeting capabilities of digital are arguably overestimated. In summary, pay attention to the data, not to the industry’s received wisdom, which is not wise at all. And, of course, don’t ignore your audio channels. I actually have a “red-headed stepchild” (I’ve spared her the embarrassment of posting a picture, but it’s true), and my developing relationship with her has been one of the great joys of my life! I implore you to develop a relationship with media’s “red-headed stepchild” as soon as you can. *Interviewees were not informed that the research was commissioned by the Radiocentre. All research was carried out in accordance with the Code of Conduct of the Market Research Society. ** To qualify, these studies needed to be recent – conducted after 2010, have a transparent methodology, and be in the public domain.

Media’s Red-Headed Stepchild

July 29, 2020

thought-leadership

By Roy H. Williams WHEN JAMES MADISON DRAFTED THE FIRST AMENDMENT, “THE PRESS” REFERRED TO THE NEWSPAPERS OF OUR NATION, SUCH AS THE PENNSYLVANIA GAZETTE OWNED BY BENJAMIN FRANKLIN, THE MOST POPULAR PAPER IN THE 13 COLONIES. Things rocked along swimmingly for about 200 years, then one day we walked outside to get the newspaper, sat down to read it, and realized it was yesterday’s news. Welcome to the 21st Century, where your telephone is also your newspaper, TV, encyclopedia, magazine, restaurant menu, instruction manual, shopping mall, worldwide map, and phone book. The computer chip gave us the internet, an unregulated realm where irresponsible people are free to spray false reports, fabricated data, and doctored photos across our society like a flamethrower washing over a field of dry grass. PRESTO, THE WORLD IS ON FIRE. I believe that people are entitled to their own opinions, but not their own facts. When I was a younger man, television and radio newscasts were trustworthy places to gather reliable facts, even when the presentation of those facts was slanted by the opinion of the reporter. News directors took their guardianship of journalistic integrity seriously, as did most of the rank-and-file reporters. But their collective consciences and good intentions were not what kept us safe. THE PEOPLE OF THE UNITED STATES OWN THE AIRWAVES OF OUR NATION. Regulating the access to those airwaves began with the Radio Act of 1912, later to be replaced by the Federal Communications Commission (FCC) in 1934. For most of the 20th century, America had safeguards that made television and radio news reliable, but in the 9 years between 1987, the 7th year of the Reagan presidency, and 1996, the 4th year of the Clinton presidency, those safeguards were quietly dismantled. LET’S TAKE A LOOK AT THE MOST IMPORTANT ONES: 1. The Fairness Doctrine: Introduced in 1949, the Fairness Doctrine required broadcasters to present controversial issues of public importance and to do so in a manner that was honest, equitable, and balanced. If you failed to serve the public in this way, you could lose your license to broadcast. Broadcasters hated the Fairness Doctrine, of course, because it was a pain in the ass. In 1987, Edward O. Fritts, president of the National Assn. of Broadcasters, argued that “broadcasters believe in fairness” and that the Fairness Doctrine was “unconstitutional and an infringement on free speech. It is an intrusion into broadcasters’ journalistic judgment.” President Reagan agreed and issued an executive order. Poof… No more Fairness Doctrine. TV and radio stations were now free to slant the news as aggressively as they wanted. 2. Ownership Limits: In 1927, we began to worry about what might happen if too few people controlled the news. Consequently, no one was allowed to own more than three TV stations nationwide. That number was increased to five stations in 1944, then the 7-7-7 rule of 1953 said no one could own more than 7 TV stations, 7 FM radio stations and 7 AM radio stations. In 1985, 7-7-7 became 12-12-12. Then in 1996, the FCC eliminated all limits on radio stations, and said you could own as many TV stations as you wanted as long as those TV stations were collectively reaching no more than 35% of the national audience. As a result, truckloads of investor dollars were gathered and broadcast “consolidation” began. Then in 2002, the 5-member FCC voted 3-2 along party lines (3 Republicans, 2 Democrats) to throw out the national audience limit. Bingo… If you could put together enough money, you could now control the news. American newscasters were no longer required to serve the public interest, or to present both sides of an issue, or even to tell the truth. So for the past 18 years we’ve been surrounded by flamethrowers on every side. I’m sure glad it hasn’t resulted in a polarized population. 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.

What happened to the American Press?

July 29, 2020

thought-leadership

By: Oxford Road By Roy H. Williams WHEN JAMES MADISON DRAFTED THE FIRST AMENDMENT, “THE PRESS” REFERRED TO THE NEWSPAPERS OF OUR NATION, SUCH AS THE PENNSYLVANIA GAZETTE OWNED BY BENJAMIN FRANKLIN, THE MOST POPULAR PAPER IN THE 13 COLONIES. Things rocked along swimmingly for about 200 years, then one day we walked outside to get the newspaper, sat down to read it, and realized it was yesterday’s news. Welcome to the 21st Century, where your telephone is also your newspaper, TV, encyclopedia, magazine, restaurant menu, instruction manual, shopping mall, worldwide map, and phone book. The computer chip gave us the internet, an unregulated realm where irresponsible people are free to spray false reports, fabricated data, and doctored photos across our society like a flamethrower washing over a field of dry grass. PRESTO, THE WORLD IS ON FIRE. I believe that people are entitled to their own opinions, but not their own facts. When I was a younger man, television and radio newscasts were trustworthy places to gather reliable facts, even when the presentation of those facts was slanted by the opinion of the reporter. News directors took their guardianship of journalistic integrity seriously, as did most of the rank-and-file reporters. But their collective consciences and good intentions were not what kept us safe. THE PEOPLE OF THE UNITED STATES OWN THE AIRWAVES OF OUR NATION. Regulating the access to those airwaves began with the Radio Act of 1912, later to be replaced by the Federal Communications Commission (FCC) in 1934. For most of the 20th century, America had safeguards that made television and radio news reliable, but in the 9 years between 1987, the 7th year of the Reagan presidency, and 1996, the 4th year of the Clinton presidency, those safeguards were quietly dismantled. LET’S TAKE A LOOK AT THE MOST IMPORTANT ONES: 1. The Fairness Doctrine: Introduced in 1949, the Fairness Doctrine required broadcasters to present controversial issues of public importance and to do so in a manner that was honest, equitable, and balanced. If you failed to serve the public in this way, you could lose your license to broadcast. Broadcasters hated the Fairness Doctrine, of course, because it was a pain in the ass. In 1987, Edward O. Fritts, president of the National Assn. of Broadcasters, argued that “broadcasters believe in fairness” and that the Fairness Doctrine was “unconstitutional and an infringement on free speech. It is an intrusion into broadcasters’ journalistic judgment.” President Reagan agreed and issued an executive order. Poof… No more Fairness Doctrine. TV and radio stations were now free to slant the news as aggressively as they wanted. 2. Ownership Limits: In 1927, we began to worry about what might happen if too few people controlled the news. Consequently, no one was allowed to own more than three TV stations nationwide. That number was increased to five stations in 1944, then the 7-7-7 rule of 1953 said no one could own more than 7 TV stations, 7 FM radio stations and 7 AM radio stations. In 1985, 7-7-7 became 12-12-12. Then in 1996, the FCC eliminated all limits on radio stations, and said you could own as many TV stations as you wanted as long as those TV stations were collectively reaching no more than 35% of the national audience. As a result, truckloads of investor dollars were gathered and broadcast “consolidation” began. Then in 2002, the 5-member FCC voted 3-2 along party lines (3 Republicans, 2 Democrats) to throw out the national audience limit. Bingo… If you could put together enough money, you could now control the news. American newscasters were no longer required to serve the public interest, or to present both sides of an issue, or even to tell the truth. So for the past 18 years we’ve been surrounded by flamethrowers on every side. I’m sure glad it hasn’t resulted in a polarized population. 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.

WHAT HAPPENED TO THE AMERICAN PRESS?

July 22, 2020

thought-leadership

And That Bodes Well for the Coming Restoration By Dan Granger, Founder and CEO Turns out we did build a massive wall in 2020, and then drove into it as self-imposed regulations crippled the U.S. economy in our effort to “flatten the curve” and save lives. Whether you believe these efforts went too far or not far enough, American business is now navigating an obstacle course with no real end in sight. Things have been thrown further into a state of confusion by the very public murder of George Floyd at the hands of law enforcement officers. How brands should now live in light of this recent society altering event deserves more attention than we will give it here. For today, let’s address the first crisis of 2020 one last time, put a bow on it as it relates to our business operations, and free up space for the long-term societal shift that will require our full attention afterward. Before police brutality and our failings as a nation to adequately address racial inequality, companies were already in a state of bewilderment, demonstrated by numerous reports of nervous brand advertisers halting, letting up on inventory demand, pulling ad dollars and generally freezing in place. There is little to be gained by this level of recessive adaptation, at least for those of us who have a choice. The only way for us to get through this is to, in fact, go through this. Lean in, dive in — the water is warm. While it may seem counter-intuitive, now may be the best time in your entire career to double down on marketing directly to ready consumers and do so profitably. After all, with this degree of a pull-back, inventory availability is up, and advertising costs are naturally down for the foreseeable future. Publishers will not be announcing this, but when you lose 30% of your demand in an instant and continue sitting on the same supply, which is instantly worthless when unsold, you tend to get more flexible with your pricing. So, we are seeing digitally native, performance-focused brands enter these warm waters and achieve unprecedented efficiencies in acquiring customers and consequently ramping spend to great effect. Just look at e-commerce penetration. Over the past decade, e-commerce as a share of total retail sales increased; recent statistics show ecommerce brands’ share of retail sales in the U.S. rising 11 points to nearly 27% over the course of April and May alone. That means demand is up and prices are down, allowing many Direct Brands to ride this black swan until it turns into gold. At this very moment, a D2C brand can likely acquire customers for the lowest cost that they’ll ever experience in the life of their business. Imagine how liberating it would be to not fret about when we are “going back to normal,” but instead shed the very concept of that and figure out what you can do right now to leverage the moment. Of course, this is not a time to be exploitative and capitalize on the pain others are and will continue to experience as a result of the crisis and now the national unrest and widespread rightful protest that has followed. But if you can help reignite the economy and get more dollars circulating through the system, while creating jobs and providing meaningful goods and services to the public, why hold back when we need you? Indeed, compassionate attention to creative and messaging is the softer art of right now — striking the right tone, offering only what is most essential, demonstrating substantive efforts to make people’s lives better, in the most affordable way possible. Consumers do not need you to get sentimental, as much as they just need a good deal on the things that they want and need in this period. You can provide all of the above with authenticity, and growth does not require that you compromise your integrity. You just have to be extraordinarily mindful of messaging. For those who get it, it’s working. With ad rates down, for now, there is wisdom in the concrete action of continuing, and even ramping spend, given the current desirable economics. Many of our clients have been realizing this opportunity. In fact, since the crisis began, 38% of our 2020 clients increased spend, including in categories like cleaning, home decor, and personal care. And, across cleaning, delivery services, personal care, home products, there’s notably more activity volume. For a historic perspective on this type of thinking, and a lesson in how disruption becomes a necessity, let’s flashback to 2012 when we worked with Dollar Shave Club to push their way into offline advertising. This emerging popular consumer brand was novel because they actually shipped razorblades to your house. This is about the least innovative thing you could imagine today. But in 2012 that really was a breakthrough. Then, the whole startup world began migrating to this D2C model and so-called disruptive brands began unseating the establishment. As for right now, the overall impact in the simplest of terms is that nobody needs to go to the store anymore. Prior to the pandemic, this was already becoming the case. And now, here we are, experiencing a surge in demand for DTC brands, who early on during the lockdown ran out of inventory in categories like food delivery, exercise equipment, and even bidets. If you consider the new opportunities within our new mode from a tech and media delivery standpoint — they’re pretty easy to embrace as marketers. In early April, roughly half of Americans were working from home, and one-quarter of those said that coronavirus crisis had impacted their daily routines, according to The Spring 2020 Smart Audio Report by Edison Research and NPR, surveying adults 18+ years old on March 31 and April 1. With online as the dominant option for connectivity in the day-to-day, you can see in the data that people were forced to advance their online capabilities beyond where they would have been. You’ve got people really using technology now, day in and day out. There are new audiences entirely – people in their 70s and 80s – using video chat now who never would have done so even a few months back. They may have gone their whole lives without doing so. Further, with the quarantine in full force, smart speaker usage is up, led by an increased need for easy to access news coverage from trusted sources. While the pandemic and the “stay-home state” has forced it, everyone is getting more tech-savvy in the process, leaning in online more than they were. Every month in lockdown likely has catapulted society a year forward technologically. We would do well to move in concert with this trend. Even when society as a whole re-enters live physical spaces, some of the habits of social distancing will stick and our new ways of doing things will persist. There will, without question, be to some degree a permanent shift in behaviors, resulting in a hybrid lifestyle between where we were before the crisis, and where we were in the middle of it. This is therefore the moment that your business has to do exactly what it should have been doing the whole time, which is moving with technology and limiting the necessity and friction of having to go places physically. Last call: if you haven’t done that fully, now is the time. And if you’re already there, you have a first-mover advantage to build upon with an infinite edge this year. Now that the available marketplace has been expanded for you, this is the moment that you need to go all-in and be of service. Picture the great restoration that is to come — how the exuberance of being set free may also ignite a sudden boom in sales. Look no further than people wanting — no, needing — to travel, making up for any number of expectations delayed by 90 days. This is on course to function akin to post-war retail spending once victory is declared. When we come out of this, make no mistake, you will have built new muscles while running a business in quarantine and amid the most tumultuous, culturally charged period of our lifetimes. These can and now more than ever should be flexed for good. Do not let your new strength atrophy. Normal is gone. Adapt your business and your messaging fully today so you’ll be prepared for the long hard slog that lays ahead. Trust that you’ll also be prepared because the world has already started moving the way of the Direct Brand, and there’s no turning back now. Our national state of strife has become a forcing function as commerce adapts completely to a digital world and the rate of change has accelerated well beyond its natural momentum. That war is over. Ecommerce won, and brick and mortar can be thankful for its diminished role in the equation. Anticipate a world where the present changes are actually permanent and you will be well prepared to emerge from the health crisis, and fully engage with the demands of the second crisis, which will require great focus going forward. (Originally appeared in Advertising Week 360)

We're All Direct Brands Now

July 22, 2020

thought-leadership

By: Dan Granger And That Bodes Well for the Coming Restoration By Dan Granger, Founder and CEO Turns out we did build a massive wall in 2020, and then drove into it as self-imposed regulations crippled the U.S. economy in our effort to “flatten the curve” and save lives. Whether you believe these efforts went too far or not far enough, American business is now navigating an obstacle course with no real end in sight. Things have been thrown further into a state of confusion by the very public murder of George Floyd at the hands of law enforcement officers. How brands should now live in light of this recent society altering event deserves more attention than we will give it here. For today, let’s address the first crisis of 2020 one last time, put a bow on it as it relates to our business operations, and free up space for the long-term societal shift that will require our full attention afterward. Before police brutality and our failings as a nation to adequately address racial inequality, companies were already in a state of bewilderment, demonstrated by numerous reports of nervous brand advertisers halting, letting up on inventory demand, pulling ad dollars and generally freezing in place. There is little to be gained by this level of recessive adaptation, at least for those of us who have a choice. The only way for us to get through this is to, in fact, go through this. Lean in, dive in — the water is warm. While it may seem counter-intuitive, now may be the best time in your entire career to double down on marketing directly to ready consumers and do so profitably. After all, with this degree of a pull-back, inventory availability is up, and advertising costs are naturally down for the foreseeable future. Publishers will not be announcing this, but when you lose 30% of your demand in an instant and continue sitting on the same supply, which is instantly worthless when unsold, you tend to get more flexible with your pricing. So, we are seeing digitally native, performance-focused brands enter these warm waters and achieve unprecedented efficiencies in acquiring customers and consequently ramping spend to great effect. Just look at e-commerce penetration. Over the past decade, e-commerce as a share of total retail sales increased; recent statistics show ecommerce brands’ share of retail sales in the U.S. rising 11 points to nearly 27% over the course of April and May alone. That means demand is up and prices are down, allowing many Direct Brands to ride this black swan until it turns into gold. At this very moment, a D2C brand can likely acquire customers for the lowest cost that they’ll ever experience in the life of their business. Imagine how liberating it would be to not fret about when we are “going back to normal,” but instead shed the very concept of that and figure out what you can do right now to leverage the moment. Of course, this is not a time to be exploitative and capitalize on the pain others are and will continue to experience as a result of the crisis and now the national unrest and widespread rightful protest that has followed. But if you can help reignite the economy and get more dollars circulating through the system, while creating jobs and providing meaningful goods and services to the public, why hold back when we need you? Indeed, compassionate attention to creative and messaging is the softer art of right now — striking the right tone, offering only what is most essential, demonstrating substantive efforts to make people’s lives better, in the most affordable way possible. Consumers do not need you to get sentimental, as much as they just need a good deal on the things that they want and need in this period. You can provide all of the above with authenticity, and growth does not require that you compromise your integrity. You just have to be extraordinarily mindful of messaging. For those who get it, it’s working. With ad rates down, for now, there is wisdom in the concrete action of continuing, and even ramping spend, given the current desirable economics. Many of our clients have been realizing this opportunity. In fact, since the crisis began, 38% of our 2020 clients increased spend, including in categories like cleaning, home decor, and personal care. And, across cleaning, delivery services, personal care, home products, there’s notably more activity volume. For a historic perspective on this type of thinking, and a lesson in how disruption becomes a necessity, let’s flashback to 2012 when we worked with Dollar Shave Club to push their way into offline advertising. This emerging popular consumer brand was novel because they actually shipped razorblades to your house. This is about the least innovative thing you could imagine today. But in 2012 that really was a breakthrough. Then, the whole startup world began migrating to this D2C model and so-called disruptive brands began unseating the establishment. As for right now, the overall impact in the simplest of terms is that nobody needs to go to the store anymore. Prior to the pandemic, this was already becoming the case. And now, here we are, experiencing a surge in demand for DTC brands, who early on during the lockdown ran out of inventory in categories like food delivery, exercise equipment, and even bidets. If you consider the new opportunities within our new mode from a tech and media delivery standpoint — they’re pretty easy to embrace as marketers. In early April, roughly half of Americans were working from home, and one-quarter of those said that coronavirus crisis had impacted their daily routines, according to The Spring 2020 Smart Audio Report by Edison Research and NPR, surveying adults 18+ years old on March 31 and April 1. With online as the dominant option for connectivity in the day-to-day, you can see in the data that people were forced to advance their online capabilities beyond where they would have been. You’ve got people really using technology now, day in and day out. There are new audiences entirely – people in their 70s and 80s – using video chat now who never would have done so even a few months back. They may have gone their whole lives without doing so. Further, with the quarantine in full force, smart speaker usage is up, led by an increased need for easy to access news coverage from trusted sources. While the pandemic and the “stay-home state” has forced it, everyone is getting more tech-savvy in the process, leaning in online more than they were. Every month in lockdown likely has catapulted society a year forward technologically. We would do well to move in concert with this trend. Even when society as a whole re-enters live physical spaces, some of the habits of social distancing will stick and our new ways of doing things will persist. There will, without question, be to some degree a permanent shift in behaviors, resulting in a hybrid lifestyle between where we were before the crisis, and where we were in the middle of it. This is therefore the moment that your business has to do exactly what it should have been doing the whole time, which is moving with technology and limiting the necessity and friction of having to go places physically. Last call: if you haven’t done that fully, now is the time. And if you’re already there, you have a first-mover advantage to build upon with an infinite edge this year. Now that the available marketplace has been expanded for you, this is the moment that you need to go all-in and be of service. Picture the great restoration that is to come — how the exuberance of being set free may also ignite a sudden boom in sales. Look no further than people wanting — no, needing — to travel, making up for any number of expectations delayed by 90 days. This is on course to function akin to post-war retail spending once victory is declared. When we come out of this, make no mistake, you will have built new muscles while running a business in quarantine and amid the most tumultuous, culturally charged period of our lifetimes. These can and now more than ever should be flexed for good. Do not let your new strength atrophy. Normal is gone. Adapt your business and your messaging fully today so you’ll be prepared for the long hard slog that lays ahead. Trust that you’ll also be prepared because the world has already started moving the way of the Direct Brand, and there’s no turning back now. Our national state of strife has become a forcing function as commerce adapts completely to a digital world and the rate of change has accelerated well beyond its natural momentum. That war is over. Ecommerce won, and brick and mortar can be thankful for its diminished role in the equation. Anticipate a world where the present changes are actually permanent and you will be well prepared to emerge from the health crisis, and fully engage with the demands of the second crisis, which will require great focus going forward. (Originally appeared in Advertising Week 360)

WE’RE ALL DIRECT BRANDS NOW

July 15, 2020

thought-leadership

By: Giles Martin The Influencer’s Podcast, Media’s New Deal, is going on a short hiatus this month as we prepare for Season Two. In the meantime, we have some great content to share. This week, we showcase Giles Martin (EVP, Strategy & Insights) in all his glory at last month’s Podcast Advertising Industry Summit presented by Voxnest. Moderated by Ahyiana Angel (host of Switch, Pivot, or Quit), Giles joins a panel of podcast insiders to discuss how to use data and succeed with host-read podcast ads. Whether you’re a current podcast advertiser or simply exploring the channel for the first time, learn how to make podcast ads work from the biggest names in the agency world, as well as content creators and measurement services. Highlights: 1:05 – The disparity between podcast and radio ad revenue 5:31 – The tools you should use to identify the right podcasts for your brand 9:56 – How racial sensitivity has impacted the podcast landscape 14:10 – How to know if a podcast campaign is working 17:48 – The benchmarks you should use to evaluate the effectiveness of host reads 20:24 – Branded podcasts: why most brands should stay away from content creation 29:07 – Dynamic Reads versus Baked-In — What’s the difference, and how should advertisers approach? Click HERE to listen to the full episode

OXFORD ROAD PRESENTS: GILES MARTIN SOARS AT PODCAST ADVERTISING SUMMIT

July 8, 2020

thought-leadership

By: Oxford Road Media’s New Deal is kaput. Ten weeks ago we started this limited-run series to help entrepreneurs and marketers with practical advice on navigating the new world amidst COVID-19. Henceforth, captains of industry and influencers came through with pro-tips to swim through the changes while keeping revenues intact. Finally, we shifted focus to marketers dealing with societal upheaval after the murder of George Floyd. Along the way, we’ve been the ones asking the questions, but this week the tables have turned. We’re putting Dan Granger in the hot seat as he shares what been on his mind the past 3 months with the host of Ricochet’s The Roth Effect, Carol Roth. Highlights: 1:49 – What it means to be an “Intrepreneur” 18:21 – Why Bill Burr is one of the greatest spokespeople in Podcast 26:30 – Why there is no playbook in this new reality 36:58 – Perceived Bias vs. True Bias 40:24 – What to do when the mob comes for you? 55:17 – Are advertisers influencing the audience, or are on-air personalities influencing organizational values? 59:20 – Dan gives a history lesson on when to celebrate Independence Day Click HERE to listen to the full episode

OXFORD ROAD PRESENTS: MEDIA’S NEW DEAL – ENDGAME

July 1, 2020

newsletter

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

OXFORD ROAD PRESENTS: MEDIA’S NEW DEAL, EPISODE 10

June 24, 2020

podcast

This week on Oxford Road Presents: Media’s New Deal, Dan sits down with Pulitzer Prize-winning journalist, NYT bestselling co-author, and Sirius XM Radio show host, Professor Karen Hunter. For those of us trying to navigate the complexity of race and societal upheaval as citizens and as marketers, Karen shares practical advice without shaming. You will be inspired by Karen’s insights so you can navigate and actually grow through these circumstances. Highlights: 3:57 – Professor Hunter schools Dan for reading from a script 4:55 – Why what’s happening now is nothing new 9:03 – The futility of brands that pander 12:04 – Authenticity in media and those who are using scare tactics 16:27 – How to build and engage an audience with integrity 20:02 – Why audio is the most powerful medium on the planet 29:56 – Karen’s thoughts on “Cancel Culture” 57:17 – The secret of education through entertainment 1:07:38 – Karen Troll Hunter – How Karen cracked the YouTube algorithm to snuff out “Keyboard Cowboys” 1:12:22 – Karen’s message to media personalities like Tucker Carlson Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 9

June 17, 2020

podcast

This week on Oxford Road Presents: Media’s New Deal, Dan sits down with Nicholas Quah — writer, niche media entrepreneur, and founder of the industry’s premier podcast newsletter, Hot Pod News. Nick gives a deeply honest and raw interview on the state of the Podcast industry as well as the media’s role in an increasingly divisive political landscape. This one gets really heavy, really fast, but is grounded in a sense of mutual respect. Listen for deep insights on the inner workings of the podcast ecosystem and the road ahead, and get to know Nick as he shares the humanity behind his perspectives. Thanks to Nick for opening up on so many challenging topics. Highlights: 6:19 – Podcast industry’s role in the second national crisis of 2020 10:37 – Inequality in the Podcast industry 26:10 – Concerns about Spotify’s massive podcast play and what it means for the future of the medium 41:26 – How brands can think about sponsoring shows with content that is perceived as insensitive 1:11:09 – Nick’s top 10 habit hacks 1:13:40 – His journey in creating Hot Pod News 1:14:15 – The top Podcast trends in the industry right now 1:20:25 – The Smart Speaker revolution and its connection to Podcasting 1:32:36 – Nick previews his new podcast, Servant of Pod Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 8

June 10, 2020

podcast

This week on Oxford Road Presents: Media’s New Deal, Dan sits down with Guinness Book record-breaking, podcast-pioneering, movie-producing, best seller-writing, Loveline-hosting comedian and friend of the agency, “The Ace Man”, Adam Carolla. Adam shares his commentary on the evolution of Podcast, the secrets of his success, and so much more. Marketers will be interested to hear his perspective on what goes through the mind of a host as they read your copy. Adam also shares a strong message for brands who are afraid of sponsoring shows that produce controversial content, and what it’s like to live and work in harmony with people who hold entirely different views across the political spectrum, from Tucker Carlson to Jimmy Kimmel. Highlights: 4:51 – Let’s celebrate accomplishment days 8:45 – How to pronounce “LiveXLive” 25:07 – Take a really cold shower — and other life hacks from “The Ace Man” 36:30 – Adam makes a challenge for business owners Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 7

June 6, 2020

podcast

What is there to say? We take an important departure from The Influencer’snormal format to bring you an interview with Bambee founder and CEO, Allan Jones. Allan shares his journey as a kid from Lynwood with no college degree through his meteoric rise to CMO of ZipRecruiter before launching his current business, Bambee.com. As a black man leading a company that provides HR support for thousands of small businesses, Allan’s story is raw, inspiring, and vulnerable. For those of us who are upset by what we’ve seen in the last week, but unsure how to help or even how to talk about it, Allan’s perspective is a gift of immense proportions. Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 6

May 27, 2020

podcast

In Episode #5 of Oxford Road Presents: Media’s New Deal, Dan speaks with Dave Zohrob, Co-founder and CEO of Chartable, the podcast analytics company for both publishers and advertisers. Dave takes us behind the scenes of his industry-wide data set to comment on the issues of the day in this remarkably colorful interview with a data guy. Highlights: 4:33 – How a love of podcast led to the creation of Chartable 7:08 – What Joe Rogan’s move to Spotify means for the industry, especially for independent programs 11:09 – What is Chartable’s approach to attributing response in Podcast 12:07 – Dave uses the word “panopticon” in a sentence 13:43 – The arduous process of IAB certification explained, and why it matters 15:06 – Are advertisers using survey-based analysis overcounting or undercounting? 28:33 – How Joe Rogan’s lack of presence on the Podtrac chart lead Chartable to make their own chart 29:40 – Dave addresses the data privacy concerns in the space 44:43 – 10 Habit Hacks – How is Dave managing his time during the crisis? 51:37 – Why not having “POD” in the name allows Chartable to focus on audio as a spectrum of different devices and content Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 5

May 20, 2020

podcast

When radio mogul Norm Pattiz set his gaze upon the fledgling podcast industry in 2013, his entrance marked a massive shift toward developing infrastructure and the evolution of podcast into a legitimate business opportunity. Seven years later, Pattiz announced the sale of PodcastOne to LiveXLive. This signals a new wave of disruption, as network valuations come crashing down to Earth and the old guard gives way to well-capitalized conglomerates and public companies. In Episode #4 of Oxford Road Presents: Media’s New Deal, Dan speaks with Norm Pattiz himself, Chairman and CEO of PodcastOne and founder of Westwood One. Mr. Pattiz goes in-depth with Oxford Road, detailing his reasons for PodcastOne’s recent merger with LiveXLive while weaving in tales from a stunning career of transforming the audio business. Norm will remain at the helm of PodcastOne in the new organization and shares a behind the scenes look at the impact the merger will have on his business and the industry as a whole. Highlights: 6:27 – How losing his job at a fledgling Los Angeles TV station spawned the creation of one of the largest media companies in the world 12:24 – How Norm took his knowledge and transitioned from a radio mogul to a podcast pioneer 21:15 – How the podcast industry has shifted since he entered the business 27:07 – Norm and Dan go deep into the details on PodcastOne’s recent merger with LiveXLive, how he came to the decision, and what it means for the industry 52:56 – Norm answers 10 Habit Hack Questions on how he’s managing his time during the crisis Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 4

May 20, 2020

thought-leadership

By: Oxford Road When radio mogul Norm Pattiz set his gaze upon the fledgling podcast industry in 2013, his entrance marked a massive shift toward developing infrastructure and the evolution of podcast into a legitimate business opportunity. Seven years later, Pattiz announced the sale of PodcastOne to LiveXLive. This signals a new wave of disruption, as network valuations come crashing down to Earth and the old guard gives way to well-capitalized conglomerates and public companies. In Episode #4 of Oxford Road Presents: Media’s New Deal, Dan speaks with Norm Pattiz himself, Chairman and CEO of PodcastOne and founder of Westwood One. Mr. Pattiz goes in-depth with Oxford Road, detailing his reasons for PodcastOne’s recent merger with LiveXLive while weaving in tales from a stunning career of transforming the audio business. Norm will remain at the helm of PodcastOne in the new organization and shares a behind the scenes look at the impact the merger will have on his business and the industry as a whole. Highlights: 6:27 – How losing his job at a fledgling Los Angeles TV station spawned the creation of one of the largest media companies in the world 12:24 – How Norm took his knowledge and transitioned from a radio mogul to a podcast pioneer 21:15 – How the podcast industry has shifted since he entered the business 27:07 – Norm and Dan go deep into the details on PodcastOne’s recent merger with LiveXLive, how he came to the decision, and what it means for the industry 52:56 – Norm answers 10 Habit Hack Questions on how he’s managing his time during the crisis

OXFORD ROAD PRESENTS: MEDIA’S NEW DEAL, EPISODE 4

May 13, 2020

podcast

Welcome to Episode #3 of Oxford Road Presents: Media’s New Deal! This week, Dan speaks with Andy Lipset, CEO of SpokenLayer, the leading provider of media content on smart speakers for over 100 publishers including Time Magazine, TechCrunch, The Economist, Daily Beast, and just about every major publication you can imagine. Join us as Andy shares why short-form audio is the future, and how smart speakers are revolutionizing the audio landscape. Highlights: 7:26 – Why short-form audio is the future of audio broadcasting moving forward 15:03 – How smart speaker advertising offers exclusivity for brands without the clutter of traditional media 16:34 – Flash Briefings 101 25:15 – Why the smart speaker revolution is like mobile was 10 years ago 30:03 – How voice recognition will help performance marketers track at a level only dreamed about in the past 37:09 – Andy’s Top 10 Habit Hacks he’s using to push through the crisis 45:34 – How the pandemic has impacted the medium’s advertising portfolio Click HERE to listen to the full episode Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 3

May 13, 2020

thought-leadership

By: Oxford Road Welcome to Episode #3 of Oxford Road Presents: Media’s New Deal! This week, Dan speaks with Andy Lipset, CEO of SpokenLayer, the leading provider of media content on smart speakers for over 100 publishers including Time Magazine, TechCrunch, The Economist, Daily Beast, and just about every major publication you can imagine. Join us as Andy shares why short-form audio is the future, and how smart speakers are revolutionizing the audio landscape. Highlights: 7:26 – Why short-form audio is the future of audio broadcasting moving forward 15:03 – How smart speaker advertising offers exclusivity for brands without the clutter of traditional media 16:34 – Flash Briefings 101 25:15 – Why the smart speaker revolution is like mobile was 10 years ago 30:03 – How voice recognition will help performance marketers track at a level only dreamed about in the past 37:09 – Andy’s Top 10 Habit Hacks he’s using to push through the crisis 45:34 – How the pandemic has impacted the medium’s advertising portfolio Click HERE to listen to the full episode

OXFORD ROAD PRESENTS: MEDIA’S NEW DEAL, EPISODE 3

May 6, 2020

podcast

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 Listen on iTunes Listen on Google Play Music Listen on Spotify

Oxford Road Presents: Media's New Deal, Episode 2

May 6, 2020

newsletter

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

OXFORD ROAD PRESENTS: MEDIA’S NEW DEAL, EPISODE 2

April 29, 2020

podcast

The Influencer is proud to announce the debut of our first-ever podcast, Oxford Road Presents: Media’s New Deal, (we know…we’re kinda late to the game). Our limited-run series is designed to help marketers adapt their businesses to the perpetually shape-shifting media landscape in the age of Coronavirus and beyond. You’ll get up-to-date insights on where things are headed, and practical advice for how you can win — no matter the circumstances. This week, Oxford Road founder and CEO Dan Granger meets with Hernan Lopez, the man behind podcast powerhouse Wondery and creator of hit shows such as Dr. Death, Dirty John, American History Tellers, Business Wars, and more. Listen as Dan and Hernan discuss the podcast landscape right now and what it will look like post-COVID, including: The state of podcast listenership from an industry titan Why host-read Podcast ads are here to stay, despite the influx of brand dollars How Wondery had a Tiger King podcast before the Netflix show The future of smart speakers as it pertains to Podcast Why the Axios newsletter is the most important item in your inbox Why “trust” is the most important thing for advertisers right now Please Note: Oxford Road Presents: Media’s New Deal will be released on iTunes and everywhere podcasts are consumed. Our friends at Apple are taking a bit longer to release the episode, but it’s up on Spotify and will be on iTunes soon. Watch it on YouTube now!

Oxford Road Presents: Media's New Deal

April 22, 2020

thought-leadership

Marketers are always looking for ways to maximize efficiencies, and in today’s current climate, it’s more essential than ever. Many brands are in retreat from demand-gen or “offline” channels in favor of the low-commitment reliability of digital channels. While digital marketing can appear to be the safe option to market your business in the short-term, it has its risks — marketing quickly becomes inefficient without the correct balance of online and offline marketing efforts. Grumpy Greg In 2013, I was working on a large CPG account at a well-known agency. The client’s business was 150 years old; a US household name with a well-known portfolio of brands. We had a gnarly old media planner on our team, Greg. We got on well, but to others, he came across as kinda frumpy. He always wore a jacket, was obsessed with diet coke, and only seemed to really come to life when he was talking about media and MRI. By the time I met Greg, he must have built a thousand media plans, and he knew media research like no one I’d ever met. It just so happened that the year I started was the same year one of this client’s flagship brands decided to put all of their advertising dollars into digital. At the time, digital had been growing rapidly, social media was still a thrilling buzzword, and smart clients “knew” traditional media was no longer needed to reach millennial moms. Media consumption patterns had changed, the old rules didn’t apply, and going 100% digital was just a smarter, more efficient use of budget. Greg pushed back hard to no avail, telling them it was madness and that they were abandoning decades of experience and knowledge. It was offline that had made these brands what they were! He was disregarded as behind-the-times, and the all-digital plan proceeded. “They were abandoning decades of experience and knowledge. It was offline that had made these brands what they were!” Fast forward a year, as the annual planning cycle resumed. The brand manager came into the meeting room and — kudos to her — walked straight up to Greg and candidly began the meeting with: “You were 100% right. Last year was a disaster. Let’s not do that again this year.” Needless to say, Greg had their full attention in the next planning cycle. Offline Media’s Role in a Digital Landscape Marketers’ defining tendency may be to rush towards shiny new objects without considering their true value in the context of the bigger picture. (The bigger picture is selling your company’s product as effectively as possible.) Rather than jumping on the next new fad, here at Oxford Road, we are focused on data and empirically-supported recommendations. There is actually a ton of data and research on the role of offline media in a company’s strategy, but most of it is ignored by marketers. Consider the work of the Ehrenberg Institute, popularized by Byron Sharp’s How Brands Grow (perhaps the most important marketing book of the last twenty years — or ever, for that matter). Their comprehensive body of research demonstrates law-like patterns in different markets and categories all over the world. Sharp’s first insight: new customers are a prerequisite for growth. This implication on media strategy: broad reach media play an essential part in meaningful, mid-to-long-term growth for almost all brands. But the analysis of the relationship between offline and online media goes far beyond Sharp’s work. Binet and Field’s Marketing in the Era of Accountability analyzed 30 years of data from the IPA’s database of the most effective marketing campaigns. The publication changed the London advertising landscape for good, had a palpable influence on US strategy, and is still rippling out to the rest of the world. “Digital and offline media work best together. They compliment each other and work synergistically. Neither is a substitute for the other.” Subsequent editions of Binet and Field’s work have looked at short vs long-term needs and approaches, as well as changes that have occurred as digital has matured. However, the general findings have not changed — digital and offline media work best together by complementing each other and working synergistically. Neither is a substitute for the other. Campaigns that work really well over the medium-to-long term (defined as 6 months or more) typically have a balance of both offline and online media. These are campaigns that drive significant revenue growth, margin growth, market share gain, or some combination of these and other factors. (It is actually by being able to create, grow, or defend margin that marketing makes its largest contribution to corporate profitability.) Online media is great at tracking and converting lower-funnel leads, but terrible at creating them. Online media is not good at creating demand, building awareness, or creating emotional connections and desirability. Therefore, a digital-heavy strategy may help in the short-term, but it comes at the cost of failing to fill your upper funnel, and is likely to seriously damage your brand’s mid-to-long-term health. In fact, after over a decade of research into marketing effectiveness, Binet and Field concluded that short-termism is the greatest threat to effective (i.e. profitable) marketing today. This view has been echoed by Harvard Business Review and Sir Martin Sorrell, among many other people worth listening to. Marketers ahead of the curve are already aware of the importance of correctly balancing online and offline media spend. Look at the trend in the chart below comparing TV spending among Amazon, Alphabet, and Facebook. Perhaps you think these guys are dumb. Or perhaps you think they’re paying attention to good quality data, and following them would be a smart idea. Oxford Road’s strategy team is always available to our clients to guide them on the best allocation of their marketing dollars. Each approach is individual, tuned to their product, existing market conditions, category dynamics, and best practices from our proprietary performance marketing database. But all of this is always underpinned by the very best of empirically-derived marketing data available. Unlike many marketers, we do not work on intuition, follow the herd, or rely on unfounded assumptions about media and creative strategy. That approach means setting yourself up for failure, especially in today’s climate. We agree that your marketing strategy should shift in the wake of the COVID pandemic, but if you’re tempted to sacrifice offline media in favor of the cheap, short-term efficiencies of an all-digital campaign, let us be the “Grumpy Greg”, urging you to keep a healthy balance of both. Also, there are tremendous opportunities in offline right now. Marketers who take advantage will reap the rewards in the short-term — but also in the medium- and long-term.

COVID Strategy Requires Balance

April 22, 2020

thought-leadership

By: Giles Martin Marketers are always looking for ways to maximize efficiencies, and in today’s current climate, it’s more essential than ever. Many brands are in retreat from demand-gen or “offline” channels in favor of the low-commitment reliability of digital channels. While digital marketing can appear to be the safe option to market your business in the short-term, it has its risks — marketing quickly becomes inefficient without the correct balance of online and offline marketing efforts. GRUMPY GREG In 2013, I was working on a large CPG account at a well-known agency. The client’s business was 150 years old; a US household name with a well-known portfolio of brands. We had a gnarly old media planner on our team, Greg. We got on well, but to others, he came across as kinda frumpy. He always wore a jacket, was obsessed with diet coke, and only seemed to really come to life when he was talking about media and MRI. By the time I met Greg, he must have built a thousand media plans, and he knew media research like no one I’d ever met. Image: Getty Images It just so happened that the year I started was the same year one of this client’s flagship brands decided to put all of their advertising dollars into digital. At the time, digital had been growing rapidly, social media was still a thrilling buzzword, and smart clients “knew” traditional media was no longer needed to reach millennial moms. Media consumption patterns had changed, the old rules didn’t apply, and going 100% digital was just a smarter, more efficient use of budget. Greg pushed back hard to no avail, telling them it was madness and that they were abandoning decades of experience and knowledge. It was offline that had made these brands what they were! He was disregarded as behind-the-times, and the all-digital plan proceeded. “They were abandoning decades of experience and knowledge. It was offline that had made these brands what they were!” Fast forward a year, as the annual planning cycle resumed. The brand manager came into the meeting room and — kudos to her — walked straight up to Greg and candidly began the meeting with: “You were 100% right. Last year was a disaster. Let’s not do that again this year.” Needless to say, Greg had their full attention in the next planning cycle. OFFLINE MEDIA’S ROLE IN A DIGITAL LANDSCAPE Image: Photoplan Marketers’ defining tendency may be to rush towards shiny new objects without considering their true value in the context of the bigger picture. (The bigger picture is selling your company’s product as effectively as possible.) Rather than jumping on the next new fad, here at Oxford Road, we are focused on data and empirically-supported recommendations. There is actually a ton of data and research on the role of offline media in a company’s strategy, but most of it is ignored by marketers. Image: Getty Images Consider the work of the Ehrenberg Institute, popularized by Byron Sharp’s How Brands Grow (perhaps the most important marketing book of the last twenty years — or ever, for that matter). Their comprehensive body of research demonstrates law-like patterns in different markets and categories all over the world. Sharp’s first insight: new customers are a prerequisite for growth. This implication on media strategy: broad reach media play an essential part in meaningful, mid-to-long-term growth for almost all brands. But the analysis of the relationship between offline and online media goes far beyond Sharp’s work. Binet and Field’s Marketing in the Era of Accountability analyzed 30 years of data from the IPA’s database of the most effective marketing campaigns. The publication changed the London advertising landscape for good, had a palpable influence on US strategy, and is still rippling out to the rest of the world. “Digital and offline media work best together. They compliment each other and work synergistically. Neither is a substitute for the other.” Subsequent editions of Binet and Field’s work have looked at short vs long-term needs and approaches, as well as changes that have occurred as digital has matured. However, the general findings have not changed — digital and offline media work best together by complementing each other and working synergistically. Neither is a substitute for the other. Campaigns that work really well over the medium-to-long term (defined as 6 months or more) typically have a balance of both offline and online media. These are campaigns that drive significant revenue growth, margin growth, market share gain, or some combination of these and other factors. (It is actually by being able to create, grow, or defend margin that marketing makes its largest contribution to corporate profitability.) Online media is great at tracking and converting lower-funnel leads, but terrible at creating them. Online media is not good at creating demand, building awareness, or creating emotional connections and desirability. Therefore, a digital-heavy strategy may help in the short-term, but it comes at the cost of failing to fill your upper funnel, and is likely to seriously damage your brand’s mid-to-long-term health. In fact, after over a decade of research into marketing effectiveness, Binet and Field concluded that short-termism is the greatest threat to effective (i.e. profitable) marketing today. This view has been echoed by Harvard Business Review and Sir Martin Sorrell, among many other people worth listening to. Marketers ahead of the curve are already aware of the importance of correctly balancing online and offline media spend. Look at the trend in the chart below comparing TV spending among Amazon, Alphabet, and Facebook. Perhaps you think these guys are dumb. Or perhaps you think they’re paying attention to good quality data, and following them would be a smart idea. Oxford Road’s strategy team is always available to our clients to guide them on the best allocation of their marketing dollars. Each approach is individual, tuned to their product, existing market conditions, category dynamics, and best practices from our proprietary performance marketing database. But all of this is always underpinned by the very best of empirically-derived marketing data available. Unlike many marketers, we do not work on intuition, follow the herd, or rely on unfounded assumptions about media and creative strategy. That approach means setting yourself up for failure, especially in today’s climate. We agree that your marketing strategy should shift in the wake of the COVID pandemic, but if you’re tempted to sacrifice offline media in favor of the cheap, short-term efficiencies of an all-digital campaign, let us be the “Grumpy Greg”, urging you to keep a healthy balance of both. Also, there are tremendous opportunities in offline right now. Marketers who take advantage will reap the rewards in the short-term — but also in the medium- and long-term.

COVID STRATEGY REQUIRES BALANCE

April 16, 2020

thought-leadership

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

The True State of Audio Listenership

April 16, 2020

newsletter

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

THE TRUE STATE OF AUDIO LISTENERSHIP

April 8, 2020

thought-leadership

“When times are good, you should advertise. When times are bad, you must advertise.”This quote by advertising pioneer Bruce Barton was written nearly 100 years ago. While it may be easy for an advertising agency to proclaim that advertisers should stay the course, there isoverwhelming evidencethat suggests this is precisely what (eligible) marketers need to do right now. So before canceling your contracts and hiding under the bed until this thing blows over, consider an alternative strategy; one that has been proven to achieve long-term success well beyond when things return to normal. A HISTORY LESSON First, let’s take a look at other periods of economic decline and see how savvy advertisers responded. During the recession of 1923, advertising executive Roland S. Vaile tracked 200 companies and reported that those who continued to advertise during the downturn were 20% ahead of where they had been before the recession, while companies that reduced advertising were 7% below their 1920 levels. Yes, the media landscape is vastly different a century later. Still, in each economic downturn measured over the past hundred years, there are countless examples of advertisers who were able to overtake the competition by continuing to innovate and maintain their advertising budgets. In a Forbes story published last fall, Brad Algate listed a few examples: THE 1930’S — KELLOGG’S DESTROYS POST Before the Great Depression, Post led the emerging ready-to-eat breakfast cereal category. But during the economic collapse, Post cut their ad budgets significantly, while their long-time rival Kellogg’s doubled ad spending. The company opted to promote their new cereal, Rice Krispies featuring the “Snap, Crackle, and Pop” catch phrase. As a result, Kellogg’s grew its profits by 30%, becoming the category leader and maintaining the position a century later. Post, as it turns out, isn’t even in the top 10. THE 1970’S — TOYOTA SQUASHES THE BUG Throughout the sixties and seventies, Volkswagen reigned supreme as the leading importer of automobiles to the U.S. Their Beetle was ubiquitous. By 1970, V.W. reached a peak market share of 5.6% in the U.S. However, during the energy crisis-triggered recession of 1973 – 75, the U.S. government issued its first miles-per-gallon report in which Toyota’s Corolla received high marks. Toyota considered cutting their ad budgets, but upon experiencing strong sales in this period, they resisted. By staying the course and continuing to advertise, Toyota overtook Volkswagen as the number one imported carmaker in 1976, and they haven’t looked back since. This animated chart shows Toyota’s impressive growth by year. Today, Toyota is third in total U.S. car sales behind only Ford and G.M. THE 1990’S — RONALD MCDONALD STUMBLES ON HIS BIG RED SHOES While it may have been attributed to a slew of menu item fails, during the 1990 recession, McDonald’s slashed its advertising and promotional budgets. Meanwhile, competitors Pizza Hut and Taco Bell maintained their ad spending. The result: Pizza Hut increased sales by 61%, Taco Bell sales grew by 40%, and McDonald’s sales declined by 28%. While McDonald’s is still the top fast-food chainin America, Taco Bell and Pizza Hut were able to steal much-needed market share during the economic dip. THE 2000’S — HOUSE OF THE RISING “ZON” In 2008, amidst the collapse of the American banking system, Amazon sales grew by 28%. How did they accomplish this monumental feat? Innovation. Jeff Bezos guided Amazon to create new products (including the new Kindle line) during the slumping economy, which helped to expand their market share massively. In fact, for Christmas giving in 2009, Amazon customers bought more e-books than printed books for the first time in human history. Amazon established itself as an innovative company that offered lower-cost alternatives to cash-strapped consumers. Moreover, Amazon has always put profitability in third place after customer service and competitive dominance, allowing them to provide more products at lower prices and making them the go-to for consumers seeking convenience and savings. It’s no wonder their stock is now worth nearly 15x what it was back then, as the third most valuable company in the world. SHARE OF VOICE NOW = SHARE OF MARKET LATER “I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.” 1970’s ad-man, J. Welsey Rosberg, Meldrum & Fewsmith Despite the successful track record for companies who continue to advertise, many will still pull back— this is good news for the bold! With less competition, you can gain share of mind in the short-term and gain market share in the long-term (Oxford Road’s Giles Martin recently wrote a great article on this truth). Kantar estimates that brands who go dark during this pandemic will have a 39% reduction in brand awareness. Regaining their foothold will be hard-fought. Evaluating brand recall over the past five economic downturns, the Millward Brown database shows that companies who cut advertising efforts by more than half during a recession took between 3 – 5 years to recover to pre-recession levels. However, brands that continue to advertise during a recession send a message of confidence and belief in the future, positioning them for even more significant growth when things bounce back. UNPRECEDENTED ADVERTISING VALUE Due to the supply and demand nature of media buying, the current advertising climate has created a buyer’s market for brands. With some advertisers pulling back on their media spend, network partners are creating unprecedented deals for advertisers staying the course. For example, one major Podcast partner has offered 30% – 50% discounts across their entire catalog for our clients — and that’s just scratching the surface. Oxford Road is currently negotiating with every media partner to create opportunities that would have seemed laughable two months ago. Even if buyer demand is diminished during these times, the discounted cost of the media will result in a net gain for many performance marketers. You just have to do the math. CONCLUSION Yes, the next few months will be tough sledding. But if you have the intestinal fortitude to continue to grow your brand through advertising, history suggests you’ll be much better off long-term than those who run away with their tails between their legs. One note of caution: make sure your creative strategy is appropriate in the current climate. The only thing worse than cutting your ad spend right now is running creative that’s tone-deaf. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what’s happening. Fill out this short form, and upon completion, we’ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.

Lessons from Economic History: Advertising in an Economic Downturn

April 8, 2020

thought-leadership

By: Kyle Jelinek “When times are good, you should advertise. When times are bad, you must advertise.” This quote by advertising pioneer Bruce Barton was written nearly 100 years ago, but its message is more timely than ever. While it may be easy for someone in our position as an advertising agency to proclaim that advertisers should continue to stay the course despite the current economic conditions, there is overwhelming evidence that suggests this is precisely what marketers need to do right now. So before canceling your ad budgets and hiding in your bunker until this thing is over, consider an alternative strategy, one that has been proven to achieve long-term success long after things return to normal. A History Lesson First, let’s take a look at other periods of economic decline and see how savvy advertisers responded. During the recession of 1923, advertising executive Roland S. Vaile tracked 200 companies and reported that those that continued to advertise during the downturn were 20% ahead of where they had been before the recession, while companies that reduced advertising were 7% below their 1920 levels. Yes, these are different times, and the media landscape is vastly different a century later. Still, in each economic downturn measured over the past hundred years, there are countless examples of advertisers who were able to overtake the competition by continuing to innovate and maintain their advertising budgets. In a Forbes story published last fall, Brad Algate listed a few examples… The 1930’s – Kellog’s Destroys Post: Before the Great Depression, Post led the emerging ready-to-eat breakfast cereal category. But during the economic collapse, Post cut their ad budgets significantly, while their long-time rival Kellogg’s doubled ad spending. The company spent to promote their new cereal, Rice Krispies featuring Snap, Crackle, and Pop. As a result, Kellogg’s grew its profits by 30%, becoming the category leader and have maintained the position a century later. Post, as it turns out, isn’t even in the top 10 anymore. The 1970’s – Toyota Squashes the Bug: Throughout the sixties and seventies, Volkswagen reigned supreme as the leading importer of automobiles to the U.S. Their Beetle was ubiquitous. By 1970, V.W. reached a peak market share of 5.6% in the U.S. However, during the energy-crisis triggered recession of 1973-75, the U.S. government issued its first miles-per-gallon report in which Toyota’s Corolla received high marks. Because Toyota was experiencing strong sales in this period, they considered cutting their ad budgets but resisted. By staying the course and continuing to advertise, Toyota overtook Volkswagen as the number one imported carmaker in 1976, and they haven’t looked back. This animated chart shows Toyota’s impressive growth by year. Today, Toyota is third in total U.S. car sales behind only Ford and G.M. The 1990’s – The Decline of the Fast Food King: While it may have been due to a slew of menu item fails, during the 1990 recession, McDonald’s slashed its advertising and promotional budgets. Meanwhile, competitors Pizza Hut and Taco Bell maintained their ad spending. The result; Pizza Hut increased sales by 61%, and Taco Bell sales grew by 40% while McDonald’s sales declined by 28%. While McDonald’s is still the top fast-food chain in America, Taco Bell and Pizza Hut were able to steal much-needed market share during the economic dip. The 2000’s – Rise of The “Zon”: In 2008, amid the collapse of the American banking system, Amazon sales grew by 28%. How did they accomplish this monumental feat? Innovation. Jeff Bezos guided Amazon to create new products during the slumping economy, most notably with new Kindle products, which helped to expand their market share massively. In fact, for Christmas giving in 2009, Amazon customers bought more e-books than printed books for the first time in history. Amazon aligned itself as an innovative company that offered lower-cost alternatives to cash-strapped consumers. Moreover, Amazon has always put profitability in third place after customer service and competitive dominance, allowing them to provide more products at lower prices, making them the go-to for consumers trying to save money. It’s no wonder their stock is now worth nearly 15x what it was back then. You Can Gain Mindshare “I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.” Senior VP, J. Welsey Rosberg, Meldrum & Fewsmith Despite the successful track record for companies who continue to advertise, many will still pull back; this is good news for you! With less competition, you can gain share of mind in the short-term, and in the long-term, gain market share. (Oxford Road’s Giles Martin recently wrote a great article on this truth) Kantar estimates that brands that go dark during this pandemic will have a 39% reduction in brand awareness, and it’s tough to get it back. Evaluating brand recall for, over the past five economic downturns, the Millward Brown database shows that companies who cut advertising efforts by more than half during economic downturns took between 3-5 years to recover to pre-recession levels. However, brands that continue to advertise during a recession send a message of confidence and a belief in the future, positioning them for even more significant growth when things bounce back. You Will Get Better Deals on Advertising The supply and demand nature of media-buying, the current advertising climate has created a buyer’s market for brands. With some advertisers pulling back on their media spend, network partners are creating unprecedented deals for advertisers staying the course. For example, one major Podcast partner has offered a 30%-50% discount across their entire catalog for Oxford Road advertisers, resulting in tens of thousands of dollars in savings. And that’s just scratching the surface. Oxford Road is currently negotiating with every media partner to create packages that would have been ridiculous two months ago. Even if the efficacy of your campaign decreases during these times, the discounted cost of the media could result in a net gain for performance marketers. In Conclusion Yes, the next few months are going to be difficult. But if you have the intestinal fortitude to continue to grow your brand through advertising, history suggests you’ll be much better off long-term than those who run away with their tails between their legs. One note of caution, make sure your creative strategy is appropriate in the current climate. The only thing worse than cutting your ad spend right now is running creative that’s tone-deaf. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what’s happening. Fill out this quick form, and upon completion, we’ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.

A History Lesson

April 1, 2020

thought-leadership

As marketers in the Age of Coronavirus, we all have to walk a fine line between being too opportunistic and too passive to help. Consumers are as split on the topic as those of us charged with reaching them. Approximately 37% of consumers want to see brands advertise as normal; 28% want to see them change; and 35% aren’t sure. This echoes the same things going through all of our clients’ minds every day for the past few weeks. In Suzanne Vranica’s Wall Street Journal article on the subject, These Ads Were Meant to Be Clever. Now They Are Just Tone-Deaf, she puts it this way: “Advertisers are grappling with how to sell or promote anything these days without coming across as gauche or opportunistic.” There have already been winners and losers in this arena. We’ve listed three recent examples of ads we found to be “tone deaf”, exploitative, or overly opportunistic, and three that are helpful, thought-provoking, and emotive. THE LOSERS These advertisers failed to do just about everything on this list of recommendations from Consumer Psychologist Kit Yarrow: “Be Careful” – better phrased as “Be Kind” or “Be Human” Don’t make it about yourself Talk is Cheap — take action Put employees out front; skip celebrity endorsements Highlight your heritage and experience EXAMPLE #1: BMW receives backlash over distasteful COVID-19 Tweet Buying a $150,000 car flattens the curve??? The ultimate driving machine’s marketing machine is NOT ultimate. EXAMPLE #2: Popeyes Gives Away Netflix Password Gramma may not make it, but at least we have some Fried Chicken and a Netflix password now. Not Gramma’s password…that’s just callous. EXAMPLE #3: McDonalds Removes it’s Corona Virus Message Coca-Cola was able to pull a similar message off because, well, they’re Coke, AND they’re actually donating real dollars to help. THE WINNERS EXAMPLE #1: Portland’s Aviation Gin donates portion of proceeds to out-of-work bartenders Class act. Fun fact — you can order cocktails-to-go in many states now. Support your local establishments, but please be responsible and don’t spill. EXAMPLE #2: Ford Promises to Lend a Hand Ford still means “First On Race Day” [editor note (also, a Chevy guy): no, it doesn’t], and their shift in strategy was perfectly timed. “Ford created its new ads in three days — unlike the four to six weeks that the company typically takes to craft ads.” EXAMPLE #3: Budweiser We couldn’t agree more. The world’s number one brewer committed $5 million and airtime to relief efforts. We may just switch our beer of choice. THE BOTTOM LINE With so much on the line for many businesses, critiquing their messaging approach feels a bit gauche in and of itself. Many businesses have not only been forced to the sidelines, they’re days away from closing —or, sadly, already out of business. If you are still able to operate, you have a responsibility to your stakeholders, customers, employees, investors, your family, and yourself to keep the economy moving. Here are a few ideas for how to approach your messaging in the current climate. Have empathy for people who are hurting. Show strength and optimism for the good that is ahead. Focus on highlighting what is essential in your value proposition. Highlight features and benefits that are suddenly more important than before. Include an offer that helps customers in ways you were unwilling to before, by either making their lives better or donating a portion of their purchase to help those in greatest need. Remember, one thing that remains constant — you’re still communicating with people. As Oxford Road Senior Vice President Giles Martin discussed in last week’s Influencer, if you’re one of the lucky ones who can still advertise, then you should. Oxford Road is offering a free creative checkup for marketers who want to make sure their current messaging is appropriate for what’s happening. Fill out this quick form, and upon completion, we’ll provide a diagnostic assessment of your current creative and offer suggestions to optimize.

Advertising as a Strategy

March 25, 2020

thought-leadership

With the DOW down 30% and the majority of the population self-isolating, many brands are focused on adjusting their messaging and pulling back or postponing media spend. It’s always critical to have messaging that reflects culture, and we applaud some of the great ideas already in-market. The media portion is more tricky, however. Do we cut? Do we push back? Do we rebalance the mix? Let us guide you through these choppy waters! MEDIA CONSUMPTION PATTERNS & MEDIA MIX DECISIONS Overall, media consumption is soaring. A high-level view of people’s current habits while at home shows substantive lift in many media-related activities. The implications for overall media strategy right now: TV: Higher audience numbers will help pricing, which may already be favorable due to pull-backs, making now a great time to be investing. This includes OTT / CTV. Digital & Social: High audience availability but programmatic may be scaled back due to brands wanting to avoid contextually sensitive environments. Unlikely to be much change in pricing. Hold the line. OOH: Entertainment spends twice as much on OOH than the average category, and restaurants spend three times. Because these two categories have scaled back due to the current climate, there will be plenty of inventory — but we don’t recommend this channel right now. With regard to Radio and Podcast, first let’s turn to radio. The most up-to-the-minute research (below) shows that 35% of people are listening to radio for local coronavirus news, and about 30% are reporting more radio listening overall. However, this is likely offset by reduced drive times. Our outlook for the immediate future of radio is neutral, and should be judged on a case-by-case basis. For Podcast, as usual, the data is a little murkier. The listening seems to depend very much on genre. Some in the categories of general interest, leisure, and entertainment are reporting reductions in the 10% – 20% range. News, however, is doing unsurprisingly well. Other categories that also seem to be doing ok are health and fitness, wellness, and even some sports (we gotta get our fix somehow.) But how are these channels working from a performance standpoint? Below is an analysis of recent performance on Radio and Podcast across a representative sample of our client base. You can see that as the coronavirus outbreak grew in seriousness, radio and podcast performance was not impacted, with strong overall client performance the weeks of 2/24 and 3/2. It did dip down the week of 3/9, but to no lower than it had been in February. It dipped again last week as social restrictions came into fullest force, but by no means to an unprecedented level. (At Oxford Road, we have acted promptly across our client base to refresh messaging in alignment with the current climate). In summary: performance is still holding up well among DTC companies as far as we can see. Of course, essential goods are seeing greater success than luxury, and supply chain challenges are preventing some otherwise viable businesses from benefiting in this moment. Much of radio (including streaming), TV, and many podcasts are seeing significantly higher audience numbers than usual right now. There is no reason to overreact to current conditions. What’s more, many networks have excess inventory and are cutting unprecedented deals, creating a counter-balance for consumers’ hesitation to spend on non-essential makers’ goods and services. These advantages compound, of course, for advertisers still in the game — better pricing x higher audiences = more effectiveness. SPENDING THE RIGHT AMOUNT How much should you be spending overall? Much of the budget-setting question depends on your time horizon. If you are just looking at next week or this month, of course you’ll want to cut deeply. Your conversion rates for non-essential product sales are probably low. However, setting your budget requires thinking about marketing’s contribution to your business in the medium and long-term, not just the short-term. What do we know about how budgets impact business performance beyond the immediate future? The best approach is to think about budget in terms of share-of-voice (SOV) rather than a dollar figure. How much your competitors are spending clearly has a large impact on how much advertising can grow your business, and SOV is best understood in terms of its relationship to your market share. The chart below demonstrates the essence of growth as it relates to SOV, a principle which has been demonstrated by hundreds of case studies stretching back decades: Reducing your budget means you are more likely to lose share in the medium to long-term (defined as 6 months plus) future. It also means you will have lower awareness, recall, and top-of-mind consideration when the market bounces back, making it harder for you to regain traction quickly. Even maintaining your budget at a time when others are cutting can be a very effective strategy. This is simply a mathematical truth — if the rest of the market cuts budgets by 20%, your SOV will increase 25% without you taking any action at all. If you also consider the extra efficiency you can get with your media dollars when deals are available, these advantages are even greater. Also consider that maintaining a presence in the market helps project an image of corporate stability and confidence at a time when it’s sorely needed. You also have less noise among your competitive set, making it easier to distinguish or (re)position yourself in the market. Zigging while others zag is a horribly overused and cliched expression, but when applied to your media thinking, it could set you up for meaningful success in the future. The father of brand planning, Stephen King (not the one who predicted our current crisis in a fiction novel), conducted an extensive analysis of advertisers’ response to difficult economic times by tracking increases, decreases, and stability in advertising budgets. In ALL cases, there was a decline in short-term ROI. At Oxford Road, we believe this cannot be avoided in most categories. The main difference between these cases was that those who decreased their investment saw subsequent market share loss, while those that maintained or increased budgets increased market share (i.e. the latter group were in a stronger position when markets recovered). The key takeaways here: channels like TV and certain pockets of audio are positioned to perform strongly at this time, and advertisers that can stay in the market will take advantage of great deals, consolidate their position, and drive more meaningful mid-to-long term growth than they’d be able to do at any other time. Of course, these are difficult decisions to make, and we want to be sure to focus our clients’ thinking on the needs and imperatives of the business, not just momentary panic. Our job is to ensure they are getting the best possible advice to navigate these times and come out ahead on the other side.

A Strategy to Manage Media Investment in Times of Uncertainty

March 18, 2020

thought-leadership

STRANGE DAYS HAVE FOUND US American business is facing a massive reorganization. Executives used to feeling in control are now awaiting a verdict, hoping for a temporary pay cut and hoping it isn’t a pink slip. The problem isn’t just the problem. It’s the uncertainty that triggers the fear and anxiety, because we no longer can support the illusion of control we have been nurturing. Those of us business owners who have the luxury of continuing operations are instead only having tense conversations with customers, suppliers and vendors. We are adjusting our forecasts for the second quarter. We are making new economic models and planning scenarios, hoping for a quick recovery and praying that the other shoe does not drop. We should be grateful, because we are the ones who can affect the most change. Let’s consider the idea of “flattening the curve” as a metaphor for business. If people expand their distance and limit social interaction, the problem doesn’t vanish, but it becomes manageable and buys us time to adapt. Similarly, if we rush into the grocery store, clear the shelves of toilet paper, cleaning products and even water, then we perpetuate fear and panic, which triggers other people to come in and buy out what’s left. Fear of powerlessness descends into an ever-increasing cycle of panic and irrational behavior. If you’re still on Facebook, you know what I’m talking about. None of this contributes to stability, as consumer confidence plummets below the necessary losses we have to incur due to protective measures. Our fear and anxiety makes what could have been a manageable problem much less manageable as we react to ideas of how bad things could be, rather than how they are. The point here is not about managing the disease, nor home economics. This is about the importance of how all of us behave at this very moment, especially business owners… SERVING STAKEHOLDERS Only last year, didn’t the “Business Roundtable” announce that the purpose of a business was not just to serve shareholders, but rather “Stakeholders” — including “dealing fairly and ethically with our suppliers”? Let me be clear: if you are using this moment to hoard resources, and exploiting the fact that the world is suffering so your profits don’t dip in the next 90 days, then how are you any better than the person who showed up at the grocery store last Tuesday and cleared out all of their toilet paper? You won’t singlehandedly do decades worth of damage to what was an extraordinary economy, but you certainly won’t be helping the cause. In fact, you may unknowingly disrupt your own supply chain, and eventually people will be terminated due to your overreaction and fear. That is not to say we should stand idly by and do nothing to adapt our businesses to our present circumstances. But on behalf of the hundreds, thousands, or millions of people who live downstream from your decisions, please consider that there is a better way. If you purchase a product or service from a supplier, and you know that supplier has been forced to forfeit significant revenues due to other customers who are now unable to operate, should you crush them in negotiation for immediate gain? Is it possible that in their new present circumstances, they will work with you to provide an advantage via pricing or surplus inventory to support you and minimize losses as you hold steady as a partner? Of course they will. In a moment like this, it is not the time to gouge. It can be argued that we are several generations removed from knowing true economic hardship in this country. We may have our chance to catch up very soon. Suddenly, we have companies – real people – experiencing real hardship unlike anything we’ve seen in our lifetime. It need not be so. We don’t need to hog the respirator. We don’t need to hoard the toilet paper. We don’t need to kill contracts as a knee jerk reaction to what still could be a temporary issue. What we do need is to see this moment for what it is: an opportunity to demonstrate wisdom as we control what we can, without clutching more tightly than we need to. That starts with our behavior in our lives and in our work. We need to take it one day at a time. In our respective fields, this moment is a test of our leadership. How we respond to this test may have dramatic consequences as to how soon and how well we recover. It will say volumes about our character. We all need a shot of courage and what we used to call “American Ingenuity”. THE WORLD NEEDS HEROES This is a chance to reject cowardice and show courage so that we can come out of this stronger than we went in. Choose to let faith conquer fear, and become the hero we need to flatten the economic curve. Come on, American business! Let’s do our bit.

Flattening the Economic Curve

March 11, 2020

thought-leadership

The Influencer has been touting the advantages of the tried and true “How Did You Hear About Us” (HDYHAU or Hi Dee How) survey and why it’s still the gold standard in measuring non-direct conversions for an offline campaign. This week, we will share our take on the growing pixel-based methodology that has emerged over the past year. Why Pixel Track Anyway? Despite its ease of use and wide adoption, survey methodologies have their limitations, and many marketers feel a survey in any form is problematic. A report from OpinionLab indicates that nearly three quarters (72%) of consumers said surveys interfere with the experience of a website. According to the report, 80% of customers have abandoned a survey halfway through, and 52% of customers said that they would not spend more than 3 minutes filling out a feedback form. As a result, marketers net low response rates and unpredictable data. Pixel tracking provides a second data point to validate non-direct conversions from the podcast campaign without requiring the consumer to do anything. Who’s doing it? While the list grows every week, Claritas (formerly Barometric), Chartable, LeadsRx, and PodTrac are leading the charge for pixel tracking in podcast. Though their methodologies vary, the basic technologies are very similar. At Oxford Road, we’re currently testing all four of these attribution partners with various clients to evaluate their effectiveness. How does it work? First, the client sets up tracking pixels at various points within their funnel (landing page, vanity URLs, post-conversion page, etc.) at least 30-days prior to launch to establish a baseline. Next, we identify which podcasts in your buy can actually place pixels. From our experience, 30% – 40% of the podcasts our advertisers regularly buy can place pixels depending on what platform the podcast uses (Megaphone, Art19, AdsWizz, etc.). If the podcast can place pixels, the attribution partner will drop a millisecond-length audio pixel into the show’s content that is undetectable to the listener. Quality providers like those mentioned above use a robust control and exposed methodology to isolate the ‘baseline’ level of interest and activity on a client’s website. This is crucial, because it prevents over-estimating the impact of Podcast on your business. Be aware that certain unscrupulous agents are keen to push less robust methodologies on to their clients, as they show their channels to be performing better than they really are. For clients who rely on an app (think the Headspaces of the world), certain vendors have integrations pre-built with different app analytics vendors. It’s recommended to verify if the attribution vendor has integrations with your app analytics provider before selecting a partner. How much does it cost? Some podcast networks are adding pixel tracking free of charge with a minimum buy. While this seems enticing, it may involve buying shows that wouldn’t typically be recommended for your campaign. Our best practice has been to build a podcast plan based on cross-client performance and show content, regardless of whether these podcasts can support pixel tracking. Once the plan is finalized, we determine which podcasts can place pixels and implement accordingly. While this approach may generate a $1 – $5 bump in CPM on the trackable podcasts, the end result is a stronger campaign that only includes the shows with the best opportunity to perform. As an example, let’s say we have a $200k podcast campaign. If 35% of the podcasts on the plan can place pixels, the incremental spend for pixel tracking would be an additional $5,833 based on an average CPM of $30 and a $3 upcharge, and well worth the investment if you meet the criteria below. Should you pixel track your campaign? Maybe… Companies that cannot utilize a post-purchase survey in their funnel should consider pixel tracking, as it is the surest way to calculate non-direct performance. If your company uses a post-purchase survey but internal buy-in on the methodology is in question, pixel tracking can provide a second data point for validation. For advertisers who trust the survey methodology to measure channel performance, pixel tracking can add another view of campaign performance and should also be considered for validation purposes. Despite all of the interest around pixel tracking podcast, it’s important to note that the methodology is still in an early stage. As pixel tracking podcasts matures, it may very well become the standard, but should not yet replace your post-purchase survey. Viewing both methodologies in tandem will give you more data and allow you to evaluate your overall attribution puzzle. While no one attribution methodology is truly accurate, your goal is to find convergence in data signals and even at its current state, this is something pixel tracking can provide.

Podcast Pixel Tracking 101

March 4, 2020

thought-leadership

Why is measuring offline media difficult? There are many reasons. Some of the more obvious ones that distinguish offline from digital media are the lack of measurable clicks, a more limited data set, and no immediately obvious or trackable response path. These can certainly make measurement a challenge. However, many of the companies that come to us for help with offline media will often share such concerns without acknowledging the related concerns that also exist for digital. While digital is flooded with data, people often don’t take the time to consider what they should measure and why, making digital attribution arguably as challenging as offline. Last week, we wrote about the methodology behind the ”Hi Dee How” survey for offline attribution. Many new clients, particularly those that consider themselves to be more sophisticated, have substantive concerns about using a survey to attribute offline contribution. To them, it seems inaccurate, crass, and evocative of 1999, and they insist that there must be a better way. For many organizations, Market Mix Models have emerged as a best practice to measure offline, as they seem more robust than a simple survey. People seldom heed George Box’s wise words, however: “All models are wrong, but some models are useful.” MMM’s are often not as valuable as they could be for young, D2C-type companies because they don’t know how to correctly use and interrogate them. They’re not asking if their model is useful, and if so, how and where. Not to mention, these models are expensive, slow, and time-consuming to build and run. Multitouch (MTA) solutions often fail to incorporate offline attribution in any way that’s meaningfully congruent with their capture of every digital touch on the customer journey. Some vendors shoehorn in offline with a different methodology and claim that they’ve made a coherent ‘holistic’ picture of every touchpoint — but it’s simply not true. The methodologies are totally different. Even if we look at online, the results are disappointing. Solutions that are restricted to the digital world also struggle to add value. At least 80% of the clients we meet use last-click attribution as their main methodology, even though click-based optimization has been poo-pooed for arguably a decade or more (note: that study is authored by one of the world’s foremost data scientists, Claudia Perlich.) In essence, people don’t have good solutions, even online. It’s rare to find a client who’s had a really positive experience with any of these expensive attribution vendors, or who has had a real success story with media optimization using these findings. Tellingly, a 2017 survey by The Data & Marketing Association found that only 7% of marketers are satisfied with their attribution efforts. So to those clients who poo-poo the not-so-sexy survey, we ask: why are you skeptical? The survey does not claim or strive to be the magic answer. It merely claims to give you an approximation of what a channel is doing for your business, in a reliable, easily implemented, and understandable way. Simplicity is sometimes regarded negatively, but we’re with E.F. Schumacher on this: “Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage to move in the opposite direction.” The survey does not falsely claim precision, as so many of these other approaches do. It will, however, show you the exposure in that channel, and allow you to measure a growing contribution to your business. Here is an example that demonstrates weekly spend for a new client and growth in survey responses. The data reflects the channel’s growing contribution to customer acquisition, and disputes that the channel’s overall value to the business cannot be estimated from a seemingly simple survey. The survey is not a perfect form of attribution, nor does it claim to be very precise. That said, there is no perfect form of attribution, and few, if any, are truly precise. Millions have been invested in attribution solutions, but there are no obvious winners and few ‘right answers’ flying around. The bottom line is that clients who use a survey have a vastly larger chance of scaling than those who don’t, and it’s very hard to succeed without one. While new digital-style attribution in Podcast offers a welcome alternative, the industry is still learning about their strengths and weaknesses. We have been testing them with success, but caution clients to not dismiss the value of the old-fashioned survey.

The Difficult Task of Offline Media Measurement

February 26, 2020

thought-leadership

With the advent of pixel-based attribution in Podcast, there have been a lot of changes to the attribution landscape in the past year. Still, the How Did You Hear About Us (HDYHAU) post-purchase survey remains the gold standard for offline performance attribution. This week, we’re pleased to present an updated article about the purpose and proper use of the HDYHAU survey that has benefited dozens of advertisers by allowing them to get more reliable performance data from their campaigns. The Most Important Acronym in Offline Advertising: HYDHAU We marketers love our acronyms. KPI, CPA, CAC, LTV, ROI, ROAS – it’s all about measuring campaign performance. However, the acronym most performance marketers overlook is perhaps the most important one for offline marketing: HDYHAU, or the “How Did You Hear About Us” survey. In the digital age, almost everything is trackable. But when it comes to measuring channels like radio or podcast, you need to dig deeper, and even seasoned marketers are falling short. Late last year, The Influencer published this article on how to effectively measure offline advertising using the directional measurement of vanity URLs and promo codes in combination with the HDYHAU survey. Today, we will dive a bit deeper into why the HDYHAU is essential, and how to create one that will give your business what it needs to measure your offline advertising efforts accurately. The 1-to-1 measurement of offline advertising is a recipe for failure because most of your customers will not actually follow your Call-To-Action instructions. Without a proper survey in place, you’ll inaccurately attribute the lion’s share of your campaign’s response. In your radio, streaming or podcast ads, you’ll likely ask listeners to visit a vanity URL or enter a promo code. Unless your offer is so ridiculously amazing that every single person listening would be foolish NOT to jump through the vanity URL/promo code hoops, only 5% – 25% of people will actually follow through. The better the offer, the more likely people will follow your path. But even with a great offer, a 1-to-1 ratio of signal to total response is impossible to achieve. Let’s imagine you’re a restaurant owner. You ask people to come to your establishment, but upon arrival, they must enter through the back door and give a secret password to enter. If all you’re offering in return for their efforts is extra napkins, very few will go through the exercise. You could even offer free food for a year and many would still decide to use the front door. Your business website is no different. In this restaurant scenario, consider the HDYHAU survey to be akin to a person standing outside the restaurant, gathering intel on everyone’s point of entry. The survey is the surest way to capture everyone that enters your funnel as a result of your campaign – even those who do so directly or through organic and paid search. Setup is easy, and many of our clients use SurveyMonkey, Grapevine, Typeform, or something similar to handle the HDYHAU. These options are relatively inexpensive or free, and can save your team the time and trouble of creating a survey from the ground up. Once you’ve made the wise decision to implement a HDYHAU survey, here’s how to do it: 1) Where To Place The HDYHAU While dropping your survey at the top of your funnel would yield the most statistically significant results, we do not want to interfere with any of the points in the funnel. Instead, a HDYHAU placed immediately after the final transaction on your site will keep your product and engineering teams happy. If an in-funnel survey is not possible (though in-funnel is the best case scenario), a post-purchase survey conducted daily via email is recommended. Alternatively, weekly and monthly surveys are also useful. However, it is important to note that the user recall and response rates will not be as reliable compared to a post-purchase survey emailed the same-day. 2) The Survey Questions Your survey must be as simple as possible to ensure the highest response rate. Resist the temptation to list every single marketing outlet you’ve ever tried (or want to try) and keep the options general. Broad categories like Radio, TV, Social Media, Podcast, Friend, Direct Mail and Other should suffice, but less is more. Throwing in a red herring like Yellow Pages will help weed out lazy responders, but don’t include more than 10 options in your survey. The intent of the survey is to capture responses by channel, and you can track the directional impact of individual placements using vanity URLs or promo codes. With too many options, most people will not take the time to choose the correct path, and your survey results will be compromised. Avoid drop-downs and open-entry fields. Simple one-click buttons with only one selection per transaction is the best practice. Also, make sure your survey is randomized for proper distribution of results. If the top option is always Newspaper, that selection will be your “top” response. If the list changes every time the survey is sent, your data will be cleaner. Of course, if you have “Other” as a response, that is the one item which should have a dedicated place in the list as the last option. In our experience, the responses in the “Other” bucket can be classified into other categories. If you have “Other” as an option, the responses should be proportionately based on each channel’s share. 3) Whom To Survey? The survey should be distributed to ALL purchasers (or signups, if that is your KPI), or to enough randomized customers to gather statistically significant data. As a rule of thumb, aim to have at least a 30% response rate, but the volume of total transactions on your site will determine the percentage that’s statistically significant for your business. Finding your response rate will require some trial and error, so before landing on a minimum number of customers to survey, start by surveying everyone. You can work your way down as you better understand how many customers are needed to give you the necessary data set, but more data is always better. 4) When To Launch the HDYHAU? ASAP. Whether it’s fat fingers or simple non-compliance, there will always be a percentage of people who will click an incorrect response in your survey. Companies who have only run radio will get a small percentage of customers who swear they saw an ad on TV (that’s radio doing it’s “theater of the mind” thing). Therefore, you will need to establish a baseline of false positives before the campaign launches. At a minimum, we recommend two weeks to determine your baseline for survey responses — the more data you can capture before launch, the better your attribution will be. Establishing a baseline of these false-positives before the campaign starts ensures more accurate projected results. Update: 2/26/2020 5) What About Pixel Tracking? Since the original posting of this article, we have seen the emergence of pixel tracking on podcasts to provide a more accurate accounting of a campaign’s non-direct traffic. While the promise of pixel tracking and the potential implications of this methodology are worthy of a thought piece of its own (stay tuned), it does have its limitations in its current state. There are currently only 3 main companies providing pixel tracking, and we’re working with them all. Suffice to say, pixel tracking is still in its infancy and should not be your primary source of truth just yet. Our recommendation at this point is to continue to use the proven methods outlined above and explore these pixel-based methodologies as they become more established. Moreover, until we figure out how to drop pixels into our car stereos, you will still need a survey to track traditional audio channels like radio and satellite. At Oxford Road, we’ve helped clients go from 5% – 10% survey response rates to well over 50% using these best practices. To see clients we’ve helped and are doing the HDYHAU right, check out Everlane, Hippo Insurance & Boll & Branch. If you’re ready to take the leap into offline advertising, setting up a proper HDYHAU survey is the most cost-effective, statistically significant way to measure total campaign response. Without it, you’re flying blind. If you’re interested in learning more, schedule a free consultation with one of our experts by clicking HERE.

Hi Dee How

February 19, 2020

thought-leadership

For ages, ad-buying firms offered one strategy to advertisers for reaching the right viewers: targeting based on predicted demographic, behavioral or psychographic metrics. This strategy has its shortcomings, however, and advances in measurement of actual responses mean advertisers should reevaluate the importance placed on predictive targeting in favor of a measurement-based testing strategy to identify the best targets. A predictive targeting strategy uses intuition or research to identify the ideal customer and goes all-in placing ads on channels favored by those customers, but the strategy has multiple failure points. The ability to accurately measure response results of ad placements means marketers can instead employ a testing strategy that involves rudimentary assumptions about the ideal customer, placing a small test budget on the ads, then analyzing the results to determine the way forward. The strategies aren’t mutually exclusive; advertisers would be smart to work with ad buyers that do some of each and make a cost-benefit analysis as to just how much targeting is worthwhile. On the benefit side of the equation, targeting saves you money, in theory, by serving ads only to those interested in your products; as such, you place ads only where you expect they will perform well. On the cost side of the equation there are fees for purchasing research or data from third parties to make the targeting estimations. In addition, targeting alone will not let you know if you’ve hit the mark and it’s a costly mistake if recurring ads reach the wrong audience unbeknownst to the buyer. A measurement-based testing approach fills in the gaps by getting to data that’s beyond the reach of a targeting-only methodology. Not only do you gain confirmation about where ads are working and not working, but it’s often the case that you find previously unknown audiences that a targeting strategy would have missed. Providers who use a measurement-based testing approach compare actual response data from your placements against each other. Then the firm measures how effective those ads were. You learn more than just what works or doesn’t; after testing, you can distinguish great markets from merely good ones, and good from mediocre. This information is then folded back into the buying process to optimize placements where audience response was best for the buck. When done properly, a measurement-based testing approach has significant cost savings over an approach based purely on targeting. Because you use small budgets for testing, you only lose money on the test ads that don’t work out. For those tests that do work out, the benefits of that performance can be obtained again and again until a shift in audience response is detected — a shift that may not be detected without this strategy in place. AUDIENCES MOVE. TESTING HELPS YOU FOLLOW THEM. This last point is a significant advantage of a measurement-based testing approach. It’s not easy to tell who’s watching the ads within a particular household or, in the case of streaming, on a particular account. And as the number of channels grows, viewers have more choices and can customize their watch profiles. Target audiences can splinter or drift to other venues. It’s also increasingly difficult to predict what your customers will watch over time. To tell if ads are still landing on their targets, marketers must repeat the research, test conversion, or both. If ad buyers continuously measure response to actual ad placements, they can very quickly shift investment to match the response profiles of the audiences. If you are only targeting, you may miss these shifts in response altogether. TEST SMALL. SCALE ON WHAT PERFORMS WELL. The commitment to testing lets you take small, healthy risks. You may pay for some ads that turn out to be low performing. You may also strike gold where you would not have expected success. The truth comes out in the actual measurement of response; a predictive targeting strategy cannot uncover that. The ability to precisely measure ad performance changes the game and those who are employing testing strategies based on response measurement are gaining significant value while skirting the costs of the old way of doing things.

Test or Target? To Find Your TV Audiences, Do Both

February 19, 2020

thought-leadership

By: Oxford Road BY BRAD GEVING, HEAD OF MEDIA BUYING & OPS, TATARI For ages, ad-buying firms offered one strategy to advertisers for reaching the right viewers: targeting based on predicted demographic, behavioral or psychographic metrics. This strategy has its shortcomings, however, and advances in measurement of actual responses mean advertisers should reevaluate the importance placed on predictive targeting in favor of a measurement-based testing strategy to identify the best targets. A predictive targeting strategy uses intuition or research to identify the ideal customer and goes all-in placing ads on channels favored by those customers, but the strategy has multiple failure points. The ability to accurately measure response results of ad placements means marketers can instead employ a testing strategy that involves rudimentary assumptions about the ideal customer, placing a small test budget on the ads, then analyzing the results to determine the way forward. The strategies aren’t mutually exclusive; advertisers would be smart to work with ad buyers that do some of each and make a cost-benefit analysis as to just how much targeting is worthwhile. On the benefit side of the equation, targeting saves you money, in theory, by serving ads only to those interested in your products; as such, you place ads only where you expect they will perform well. On the cost side of the equation there are fees for purchasing research or data from third parties to make the targeting estimations. In addition, targeting alone will not let you know if you’ve hit the mark and it’s a costly mistake if recurring ads reach the wrong audience unbeknownst to the buyer. A measurement-based testing approach fills in the gaps by getting to data that’s beyond the reach of a targeting-only methodology. Not only do you gain confirmation about where ads are working and not working, but it’s often the case that you find previously unknown audiences that a targeting strategy would have missed. Providers who use a measurement-based testing approach compare actual response data from your placements against each other. Then the firm measures how effective those ads were. You learn more than just what works or doesn’t; after testing, you can distinguish great markets from merely good ones, and good from mediocre. This information is then folded back into the buying process to optimize placements where audience response was best for the buck. When done properly, a measurement-based testing approach has significant cost savings over an approach based purely on targeting. Because you use small budgets for testing, you only lose money on the test ads that don’t work out. For those tests that do work out, the benefits of that performance can be obtained again and again until a shift in audience response is detected — a shift that may not be detected without this strategy in place. AUDIENCES MOVE. TESTING HELPS YOU FOLLOW THEM. This last point is a significant advantage of a measurement-based testing approach. It’s not easy to tell who’s watching the ads within a particular household or, in the case of streaming, on a particular account. And as the number of channels grows, viewers have more choices and can customize their watch profiles. Target audiences can splinter or drift to other venues. It’s also increasingly difficult to predict what your customers will watch over time. To tell if ads are still landing on their targets, marketers must repeat the research, test conversion, or both. If ad buyers continuously measure response to actual ad placements, they can very quickly shift investment to match the response profiles of the audiences. If you are only targeting, you may miss these shifts in response altogether. TEST SMALL. SCALE ON WHAT PERFORMS WELL. The commitment to testing lets you take small, healthy risks. You may pay for some ads that turn out to be low performing. You may also strike gold where you would not have expected success. The truth comes out in the actual measurement of response; a predictive targeting strategy cannot uncover that. The ability to precisely measure ad performance changes the game and those who are employing testing strategies based on response measurement are gaining significant value while skirting the costs of the old way of doing things.

TEST OR TARGET? TO FIND YOUR TV AUDIENCES, DO BOTH

February 12, 2020

thought-leadership

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!

Autopsy of a Failed Campaign

February 12, 2020

newsletter

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!

AUTOPSY OF A FAILED CAMPAIGN

February 5, 2020

thought-leadership

The ads in this year’s Super Bowl lived up to the day’s name. In case you missed it, 02/02/2020 was both a palindrome AND Groundhogs Day. The total ad spend, an estimated $435 Million, was a 29% increase over last year. But the advertisements (much like those in most Super Bowls) said little and relied on less, with sophomoric humor, sentimentality, and nostalgia continuing to test the premise that feelings = sales. Most people only remember one or two standout ads since the last time the Kansas City Chiefs were in the big game 50 years ago, despite the thousands produced and billions of media dollars spent. There were simply no ads this year that anyone will be talking about in years to come, let alone next week. In fact, only half an hour after the game, none of the commercials were in the top ten trending topics on Twitter. The Super Bowl is NOT the place people want to hear a political statement, but for the price of the advertiser’s admission coming in at $5.6 Million for 30 seconds, you’d better make some kind of statement. Instead, this year was just meh. In fact, the ad that scored the highest on the USA Today Ad Meter, Jeep’s “Groundhog Day” spot, received the second lowest rating of a top spot in the Ad Meter’s history, scoring an unimpressive 7.01 out of 10. At Oxford Road, we adhere to our Audiolytics™ message framework when crafting a strong statement for our advertisers, which is comprised of Nine Key Components and Seventy-One Subcomponents. According to our analysis, none of the ads in the big game this year came close to getting everything right, but there were those that succeeded in one or two components. As such, this year’s recap will showcase the ads that did an exceptional job of communicating using at least one of the Nine Key Components. Audiolytics™ Key Component 1: Setup Description: Establish an immediate connection with a succinct powerful statement that will capture the attention of the target audience, while calling out the problem the offering solves and/or the opportunity it represents. Ad: Jeep – “Groundhog Day” Summary: What makes the Setup work so well in this ad is that by banking on the universal understanding of the classic film, “Groundhog Day”, Chrysler introduced the Jeep Gladiator as a NEW element into the seminal tale for a pretty strange holiday. Audiolytics™ Key Component 2: Value Prop Description: Introduce the offering and clearly identify its primary benefits based on the problem it solves and/or the opportunity it represents. Ad: Discover – No & Discover – Yes Summary: Discover went right after TWO legacy objections to their offering with TWO commercials separated by one commercial between them. Deceptively simple and clear. Audiolytics™ Key Component 3: Positioning Description: Write a clear description comparing the main point of difference between this offering and the status quo or leading competitors to illustrate value. Ad: Pepsi – Zero Sugar. Done Right. Summary: Get it. There is nothing quite like taking on your competition directly… Bravo Pepsi! You’ve come a long way since your big miss. Audiolytics™ Key Component 4: Demonstration Description: Write a clear description starting with something synonymous with, “Here’s how it works”. Then identify and refute common likely objections to the claim. Ad: Hyundai – Smaht Pahk Summary: Fun demonstration that plays off the one accent that won’t offend anyone. This ad also gets high marks in Set Up, Value Prop, Substantiation, and Execution. Audiolytics™ Key Component 5: Substantiation Description: Provide evidence that gives the most trustworthy reasons to believe using things like social proof, statistics, awards, reviews, earned media attention, case studies, customer stories, endorsements, experts, or any other supporting data. Ad: Michelob Ultra – Jimmy Works It Out Summary: The Super Bowl was light on substantiation, but it usually is. The only ad that came close was Michelob Ultra, who is establishing themselves as the “fitness beer” and backing it up with an impressively low calorie and carb stat. Audiolytics™ Key Component 6: Offer Description: Give clear items that will motivate people to go out of their way to become customers. This could include discounts, free items, gift with purchase, guarantees, etc. Ad: Olay – #makespaceforwomen & Michelob – 6 for 6-Pack Summary: It’s not clear how well these offers worked, but giving the audience a clear action they can take is a worthy goal that beats the heck out of entertaining them for 30 seconds before they forget your brand. Michelob was the superior version, as the promotion correlated directly with product sales. Audiolytics™ Key Component 7: Scarcity Description: Explain why it is urgent for someone to act soon to capitalize on the opportunity, such as offer deadlines, seasonal considerations, fears of missing out, limited supply, compounding pain of status quo, etc. Ad: Turbotax Summary: Death and taxes. There are no two activities we all participate in with better organic scarcity. Turbotax taps into this scarcity inherently, and in a fun way. Audiolytics™ Key Component 8: Path Description: Clearly detail the steps customers need to take in order to take the action being measured. Ad: Walmart Summary: This ad used many memorable characters to emphasize exactly how and where you can take advantage of Walmart’s offering. Go to their store, just like ALL your favorite characters. One caveat — two Bills does NOT excuse zero Keanus. Audiolytics™ Key Component 9: Execution Description: Writing and production of copy must enhance and not detract from components above. Ad: Hummer – Quiet Revolution Summary: By using silence, GMC not only did something creative, it demonstrated a core feature of the 2022 Hummer in a captivating way. While Audiolytics™ is our proprietary method of evaluating an ad’s potential, it ultimately comes down to the question of did it work? Alfredo Tronosco, VP of Global Brand Marketing and ROI at Kantar, spoke with Forbes about how advertisers might calculate the return on such a pricey piece of media, from immediate to future conversions and things like “reputation”. Current and potential customers aren’t the only audience advertisers might consider — they could also be thinking about employees, trade partners, and the investing community. But, whoever they are, they all appreciate a strong statement, and this year’s offerings fell short. TV Squared evaluated performance by looking at brand uplift from this year’s offering of Super Bowl ads. According to TV Squared, uplift is defined as those that drove the highest level of online response both online and through social media. Through that lens, the winner of this year’s Super Bowl ads was Audi’s “Let it Go”.But how much of that uplift was actually for Audi? It seems logical that Disney, or even the ad’s star, Maisie Williams, may have driven viewers to the web. One thing is certain — Disney’s uplift was EVERYWHERE. From this Audi ad to Walmart’s, as well as their own ads for Black Widow and Disney Plus, The Mouse’s hand remains strong. The longer I work making ads, the more respect I have for the difficulty of making one that does everything right. When the stakes are this high, why do so many advertisers forget their ground game? We need something concrete and objective to go back to so we can check our thinking —that’s what Audiolytics™ provides. It’s the measuring stick to ensure that your message is structurally sound for maximum performance. If you’ve got a Super Bowl spot in the works for 2021, we’d love to help you make it work.

Groundhog Day

February 5, 2020

thought-leadership

By: Oxford Road The ads in this year’s Super Bowl lived up to the day’s name. In case you missed it, 02/02/2020 was both a palindrome AND Groundhogs Day. The total ad spend, an estimated $435 Million, was a 29% increase over last year. But the advertisements (much like those in most Super Bowls) said little and relied on less, with sophomoric humor, sentimentality, and nostalgia continuing to test the premise that feelings = sales. Most people only remember one or two standout ads since the last time the Kansas City Chiefs were in the big game 50 years ago, despite the thousands produced and billions of media dollars spent. There were simply no ads this year that anyone will be talking about in years to come, let alone next week. In fact, only half an hour after the game, none of the commercials were in the top ten trending topics on Twitter. The Super Bowl is NOT the place people want to hear a political statement, but for the price of the advertiser’s admission coming in at $5.6 Million for 30 seconds, you’d better make some kind of statement. Instead, this year was just meh. In fact, the ad that scored the highest on the USA Today Ad Meter, Jeep’s “Groundhog Day” spot, received the second lowest rating of a top spot in the Ad Meter’s history, scoring an unimpressive 7.01 out of 10. At Oxford Road, we adhere to our Audiolytics™ message framework when crafting a strong statement for our advertisers, which is comprised of Nine Key Components and Seventy-One Subcomponents. According to our analysis, none of the ads in the big game this year came close to getting everything right, but there were those that succeeded in one or two components. As such, this year’s recap will showcase the ads that did an exceptional job of communicating using at least one of the Nine Key Components. _________________________________________________________________________ Audiolytics™ Key Component 1: Setup Description: Establish an immediate connection with a succinct powerful statement that will capture the attention of the target audience, while calling out the problem the offering solves and/or the opportunity it represents. Ad:Jeep – “Groundhog Day” Summary: What makes the Setup work so well in this ad is that by banking on the universal understanding of the classic film, “Groundhog Day”, Chrysler introduced the Jeep Gladiator as a NEW element into the seminal tale for a pretty strange holiday. _________________________________________________________________________ Audiolytics™ Key Component 2: Value Prop Description: Introduce the offering and clearly identify its primary benefits based on the problem it solves and/or the opportunity it represents. Ad: Discover – No & Discover – Yes Summary: Discover went right after TWO legacy objections to their offering with TWO commercials separated by one commercial between them. Deceptively simple and clear. _________________________________________________________________________ Audiolytics™ Key Component 3: Positioning Description: Write a clear description comparing the main point of difference between this offering and the status quo or leading competitors to illustrate value. Ad: Pepsi – Zero Sugar. Done Right. Summary: Get it. There is nothing quite like taking on your competition directly… Bravo Pepsi! You’ve come a long way since your big miss. _________________________________________________________________________ Audiolytics™ Key Component 4: Demonstration Description: Write a clear description starting with something synonymous with, “Here’s how it works”. Then identify and refute common likely objections to the claim. Ad: Hyundai – Smaht Pahk Summary: Fun demonstration that plays off the one accent that won’t offend anyone. This ad also gets high marks in Set Up, Value Prop, Substantiation, and Execution. _________________________________________________________________________ Audiolytics™ Key Component 5: Substantiation Description: Provide evidence that gives the most trustworthy reasons to believe using things like social proof, statistics, awards, reviews, earned media attention, case studies, customer stories, endorsements, experts, or any other supporting data. Ad: Michelob Ultra – Jimmy Works It Out Summary: The Super Bowl was light on substantiation, but it usually is. The only ad that came close was Michelob Ultra, who is establishing themselves as the “fitness beer” and backing it up with an impressively low calorie and carb stat. _________________________________________________________________________ Audiolytics™ Key Component 6: Offer Description: Give clear items that will motivate people to go out of their way to become customers. This could include discounts, free items, gift with purchase, guarantees, etc. Ad: Olay – #makespaceforwomen & Michelob – 6 for 6-Pack Summary: It’s not clear how well these offers worked, but giving the audience a clear action they can take is a worthy goal that beats the heck out of entertaining them for 30 seconds before they forget your brand. Michelob was the superior version, as the promotion correlated directly with product sales. ________________________________________________________________________ Audiolytics™ Key Component 7: Scarcity Description: Explain why it is urgent for someone to act soon to capitalize on the opportunity, such as offer deadlines, seasonal considerations, fears of missing out, limited supply, compounding pain of status quo, etc. Ad: Turbotax Summary: Death and taxes. There are no two activities we all participate in with better organic scarcity. Turbotax taps into this scarcity inherently, and in a fun way. ________________________________________________________________________ Audiolytics™ Key Component 8: Path Description: Clearly detail the steps customers need to take in order to take the action being measured. Ad: Walmart Summary: This ad used many memorable characters to emphasize exactly how and where you can take advantage of Walmart’s offering. Go to their store, just like ALL your favorite characters. One caveat — two Bills does NOT excuse zero Keanus. _________________________________________________________________________ Audiolytics™ Key Component 9: Execution Description: Writing and production of copy must enhance and not detract from components above. Ad: Hummer – Quiet Revolution Summary: By using silence, GMC not only did something creative, it demonstrated a core feature of the 2022 Hummer in a captivating way. _________________________________________________________________________ While Audiolytics™ is our proprietary method of evaluating an ad’s potential, it ultimately comes down to the question of did it work? Alfredo Tronosco, VP of Global Brand Marketing and ROI at Kantar, spoke with Forbes about how advertisers might calculate the return on such a pricey piece of media, from immediate to future conversions and things like “reputation”. Current and potential customers aren’t the only audience advertisers might consider — they could also be thinking about employees, trade partners, and the investing community. But, whoever they are, they all appreciate a strong statement, and this year’s offerings fell short. TV Squared evaluated performance by looking at brand uplift from this year’s offering of Super Bowl ads. According to TV Squared, uplift is defined as those that drove the highest level of online response both online and through social media. Through that lens, the winner of this year’s Super Bowl ads was Audi’s “Let it Go”. But how much of that uplift was actually for Audi? It seems logical that Disney, or even the ad’s star, Maisie Williams, may have driven viewers to the web. One thing is certain — Disney’s uplift was EVERYWHERE. From this Audi ad to Walmart’s, as well as their own ads for Black Widow and Disney Plus, The Mouse’s hand remains strong. The longer I work making ads, the more respect I have for the difficulty of making one that does everything right. When the stakes are this high, why do so many advertisers forget their ground game? We need something concrete and objective to go back to so we can check our thinking —that’s what Audiolytics™ provides. It’s the measuring stick to ensure that your message is structurally sound for maximum performance. If you’ve got a Super Bowl spot in the works for 2021, we’d love to help you make it work.

GROUNDHOG DAY

January 30, 2020

newsletter

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.

THE FORK IN THE ROAD ON THE WAY TO THE TRUTH

January 22, 2020

thought-leadership

When a podcast works for a client, we lock it in for the year (or longer if they let us). But the question is always asked, “if we advertise on a podcast so regularly, won’t we oversaturate the audience?” While the simple answer of watching the performance on any given show over time and optimizing accordingly is acceptable, data shows that podcasts may have much longer shelf-lives than one may think. Let’s say a network reports 100,000 downloads per episode for ”The Giles’s Cheesy Nugget Podcast”. These 100,000 downloads are NOT the same 100k people every week because not all listeners will download the next episode. Assuming the overall download number stays the same each week, the size of the total audience a podcast reaches is much larger than the downloads reported. People stop listening to shows and new listeners take their place. By estimating the amount of audience reach of a podcast over time, we can project the amount of incremental reach in any given week. Recently, we have been able to make some simple projections of how the original audience decays (“audience retention”) using data published by a network partner. The data suggests, for example, that approximately 20% of the listeners in a given week will NOT download the show following week. Our best estimate of the decay is shown in the following images: As the number of original listeners declines, the number of new listeners increases as shown in the graph below. Based on this data, a show with 100k downloads will reach over 180k people within a given year. This is one of the reasons why separating podcast integrations across multiple weeks may work so well for advertisers. For example, let’s say you advertise on a podcast once every three weeks. When you advertise again in week 4, an estimated 42% of the audience is BRAND NEW! By the time you run your next insertion, another 14% of the audience is also new. Again, this data is assuming the total audience is flat—a conservative assumption in many cases at a time of rapid growth in the space. However, two drops in a 100k download show doesn’t mean 100k people have had 2 ad exposures. Since about 20% of the 100k are new listeners (20% have dropped out from the first week), you have 200k impressions and 120k audience = an average frequency of around 1.7 per listener. The actual amount of ad frequency will depend on how frequently you run ads as illustrated in the charts below. Based on this data, to generate 3 ad exposures (on average) you’d need to run 9 weeks at a frequency of every other week (i.e. your 5th insertion). So if you’re running on a podcast at the recommended frequency of every 3 weeks, after an entire year, the average listener has only been exposed to your ad 6 times! The implications are huge. First, it’s unlikely that you’re oversaturating the audience of a particular show. A decline in performance is more likely due to other factors such as audience mismatching, rate increases, or decline in overall listenership. But even if you have hit a point of oversaturation and are seeing diminishing returns, spacing out your flighting or taking a short month or two hiatus from a show may give it a good chance of working again. Second, given its relatively low average frequency, podcast creative doesn’t need to be refreshed as often as higher frequency mediums like radio. Third, the data suggests that the industry may want to rethink how we look at CPMs, given the reach is not truly equal to the downloads. We could look at metrics like cost-per-thousand-reached, for example, but ultimately, you’re getting more than you pay for. Finally, when planning your podcast campaign or evaluating performance, consider the fact that you’re not bombarding listeners with your message nearly as often as you think, and your message is reaching far more people.

Are You Oversaturating Podcasts?

January 15, 2020

thought-leadership

Last week, we looked at the first 10 of our top 20 Predictions for 2020. Today, we offer the dramatic conclusion to our two-part series with 10 more! Prediction #11: You’re Going to Start Feeling Stupid for Not Having a Voice App Did I mention Smart Speakers yet? There is real research suggesting that there is an $80B market for Voice Commerce. That’s 80,000,000,000. By next year, there will be more Smart Speaker usage than tablets. By 2025, 75% of households will have a smart speaker. Pro Tip: Time to get your Geocities version of a voice app (think of it as an audio website). We don’t do this as a core competency, but we can make some referrals. Prediction #12: People Start to Calm Down About Podcast I’ve been talking about them since 2006 and frankly, I’m getting sick of it. No, I’m not tired of the industry and I think podcasts are awesome. But I’m so sick of the hype. The channel needed it to graduate from an obscure, edgy fringe player that could mint royalty of brands who were bold enough to go there. It’s no longer a new idea. Today podcast is a semi-established media channel and, soon enough, people are going to drop the pretension and look for the next new thing. Pro Tip: Don’t talk about Podcast so much. That’s how these things get ruined. The space is getting gentrified enough, so leave it be and find something shinier to talk about at cocktail parties before you start looking like your mom on Facebook. Prediction #13: Multi-Variate Testing Emerges in Audio: You do it on your website, I hope. Facebook and Google do it for you with your ads. Audio is not even on first base here. We see people lying and saying they do it, but they don’t. We do an archaic version of it and it makes me want to die, even if it’s the best in our industry. Take heart, as new digital distribution platforms for audio emerge, they will reach critical mass so that this is more possible to execute than it has ever been. It will change because it has to change. Pro Tip:Have faith and stay tuned. Audiolytics™ is half of the solution. We are vigilantly monitoring the platform side so you don’t have to. Prediction #14: Local Podcasts Rise Nothing ever dies. Vaudeville happens every day in theaters and on TV. Telegraphs evolved into text messages and emails. Local Radio is not going away, it’s transitioning. Podcasts are being produced every day in local markets, for local markets. But it isn’t interesting yet because the numbers are so small. Remember, it’s rare for a podcast to get 1M listeners, so a big local show is nearly impossible. Terrestrial radio will have to bleed out more as local podcasts climb in downloads and work out the kinks. You will hear more about them in 2020 as smart networks will do a better job of aggregating and marketing them. Pro Tip: Sit tight and pick your shots. Better to move slowly into these so you don’t get discouraged before the industry is ready for you. Prediction #15: Audio Stays Hot For a while, people thought that Audio was going to drain like print. Podcasts and hep cats like Spotify and Pandora have proven it is not. According to research by Cumulus, DTC brands are over 2-3X less efficient on a cost per acquisition basis through Google and Facebook than they were 3-4 years ago. Demand gen channels like video and audio are the only way to bridge the gap. ProTip: You know you need a healthy mix of Google, Facebook, and Audio, Video (other channels on a case-by-case). But don’t treat them the same in execution and expectation. The latter requires longer time horizons, complexity in attribution, proper message and media planning. That doesn’t make them branding channels, but they do help you build your brand. In fact, I’ve seen MyPillow’s brand awareness numbers and my jaw hit the floor. Still, it takes patience, relentless optimization, and also the money—IF you’re going to do it right. Prediction #16: Multi-length Audio Coming to a Speaker Near You As a master of mindfulness (not really), I like to use Headspace. It allows me to choose my meditation based on my personal preferences and needs, then it lets me choose the length of my session so I can fit it to my time available. At some point, audio programmers will try Headspace or something like it and have the same moment of clarity. Audio content MUST adopt customized lengths according to listener preferences. We already can speed up and slow down. Length options are next on the way to a more interactive experience. Pro-Tip: When it becomes available, buy it. Prediction #17: Subscription Audio Rises Industry folks love to dog Luminary, and even though they may be beyond redemption, they weren’t all wrong. Tim Ferriss tried to fund his podcast with donations from listeners out of the goodness of their own hearts. That didn’t work either and sponsors were rushed back in not long after the launch of the experiment. The prevailing concept will be a blend of free content and premium for a subscription. Spotify is all over this and they are right to be. The next wave of subscription audio will be specifically organized around programs and personalities more so than networks. Die-hard tribes will occasionally subscribe to personalities that are unmatched in their areas of expertise. Pro-Tip: When you see subscription only podcasts emerge, try to sponsor them. Much like cable TV, Hulu, and many others, the right answer is a both/and approach, and some of them will learn this and let us in. Prediction #18: Overuse of the Term: “Full Stop” First I heard it in multiple meetings from people at different companies within the space of a week. Then I heard Mike Pompeo use it while talking about Iran. Where did this come from and why? I predict it’s going to keep spreading from the halls of power into literature, business and culture, unless someone does something about it. Pro-Tip: Let’s put an end to the full stop, shall we? Unless you’re using a dictaphone. Only then does it make sense. Readers of The Influencer are a powerful network, indeed. Let’s put it to good use and rid the earth of this menace before it spreads further. “Period” still works just fine. Prediction #19: Spotify overtakes Apple OK, I know. It may have already happened. But as pointed out by The Influencer, we will soon see how Spotify has the responsibility to match the power. Targeting is a wonderful thing, as is removal of duplication in audience counting, but let’s remember why the wild west had so many movies made about it. Something is always lost as an industry grows up. Pro-Tip: This is further evidence of the two worlds that will exist for podcast advertisers—the new tightly controlled, dynamically inserted one and the other that is what drew us all here in the first place; baked-in live reads that run long and live forever. Tune into AM radio while you still can and listen to the spot breaks. This is the type of content that Performance Marketers will need to make peace with as brands cough up the required costs for the shiny stuff, except for what’s available at remnant pricing. Prediction #20: Automation finds its limits Programmatic, Automation, Dynamic Ad Insertion, and the further digitization of everything. These are critical developments that none of us can afford to ignore. But it has a limit. Relationships cannot be automated. Influencer marketing programs are not going away, and while many will continue seeking ways to scale for efficiency, we cannot escape that the most valuable partnerships are truly built on relationships between people, and human touch will forever be a critical asset to marketers who seek to benefit from the value of personalities as ambassadors for brands. Pro-Tip: Don’t fight it. Embrace that people are complex and require non-scalable interaction. Choose Influencers who can make a larger impact on your brand than any platform and nurture the relationship. It is worth the time to lean in and engage.

Welcome to the 20's! Here's What Happens Next — Part II

January 15, 2020

thought-leadership

By: Oxford Road Last week, we looked at the first 10 of our top 20 Predictions for 2020. Today, we offer the dramatic conclusion to our two-part series with 10 more! Prediction #11: You’re Going to Start Feeling Stupid for Not Having a Voice App Did I mention Smart Speakers yet? There is real research suggesting that there is an $80B market for Voice Commerce. That’s 80,000,000,000. By next year, there will be more Smart Speaker usage than tablets. By 2025, 75% of households will have a smart speaker. Pro Tip: Time to get your Geocities version of a voice app (think of it as an audio website). We don’t do this as a core competency, but we can make some referrals. Prediction #12: People Start to Calm Down About Podcast I’ve been talking about them since 2006 and frankly, I’m getting sick of it. No, I’m not tired of the industry and I think podcasts are awesome. But I’m so sick of the hype. The channel needed it to graduate from an obscure, edgy fringe player that could mint royalty of brands who were bold enough to go there. It’s no longer a new idea. Today podcast is a semi-established media channel and, soon enough, people are going to drop the pretension and look for the next new thing. Pro Tip: Don’t talk about Podcast so much. That’s how these things get ruined. The space is getting gentrified enough, so leave it be and find something shinier to talk about at cocktail parties before you start looking like your mom on Facebook. Prediction #13: Multi-Variate Testing Emerges in Audio: You do it on your website, I hope. Facebook and Google do it for you with your ads. Audio is not even on first base here. We see people lying and saying they do it, but they don’t. We do an archaic version of it and it makes me want to die, even if it’s the best in our industry. Take heart, as new digital distribution platforms for audio emerge, they will reach critical mass so that this is more possible to execute than it has ever been. It will change because it has to change. Pro Tip:Have faith and stay tuned. Audiolytics™ is half of the solution. We are vigilantly monitoring the platform side so you don’t have to. Prediction #14: Local Podcasts Rise Nothing ever dies. Vaudeville happens every day in theaters and on TV. Telegraphs evolved into text messages and emails. Local Radio is not going away, it’s transitioning. Podcasts are being produced every day in local markets, for local markets. But it isn’t interesting yet because the numbers are so small. Remember, it’s rare for a podcast to get 1M listeners, so a big local show is nearly impossible. Terrestrial radio will have to bleed out more as local podcasts climb in downloads and work out the kinks. You will hear more about them in 2020 as smart networks will do a better job of aggregating and marketing them. Pro Tip: Sit tight and pick your shots. Better to move slowly into these so you don’t get discouraged before the industry is ready for you. Prediction #15: Audio Stays Hot For a while, people thought that Audio was going to drain like print. Podcasts and hep cats like Spotify and Pandora have proven it is not. According to research by Cumulus, DTC brands are over 2-3X less efficient on a cost per acquisition basis through Google and Facebook than they were 3-4 years ago. Demand gen channels like video and audio are the only way to bridge the gap. ProTip: You know you need a healthy mix of Google, Facebook, and Audio, Video (other channels on a case-by-case). But don’t treat them the same in execution and expectation. The latter requires longer time horizons, complexity in attribution, proper message and media planning. That doesn’t make them branding channels, but they do help you build your brand. In fact, I’ve seen MyPillow’s brand awareness numbers and my jaw hit the floor. Still, it takes patience, relentless optimization, and also the money—IF you’re going to do it right. Prediction #16: Multi-length Audio Coming to a Speaker Near You As a master of mindfulness (not really), I like to use Headspace. It allows me to choose my meditation based on my personal preferences and needs, then it lets me choose the length of my session so I can fit it to my time available. At some point, audio programmers will try Headspace or something like it and have the same moment of clarity. Audio content MUST adopt customized lengths according to listener preferences. We already can speed up and slow down. Length options are next on the way to a more interactive experience. Pro-Tip: When it becomes available, buy it. Prediction #17: Subscription Audio Rises Industry folks love to dog Luminary, and even though they may be beyond redemption, they weren’t all wrong. Tim Ferriss tried to fund his podcast with donations from listeners out of the goodness of their own hearts. That didn’t work either and sponsors were rushed back in not long after the launch of the experiment. The prevailing concept will be a blend of free content and premium for a subscription. Spotify is all over this and they are right to be. The next wave of subscription audio will be specifically organized around programs and personalities more so than networks. Die-hard tribes will occasionally subscribe to personalities that are unmatched in their areas of expertise. Pro-Tip: When you see subscription only podcasts emerge, try to sponsor them. Much like cable TV, Hulu, and many others, the right answer is a both/and approach, and some of them will learn this and let us in. Prediction #18: Overuse of the Term: “Full Stop” First I heard it in multiple meetings from people at different companies within the space of a week. Then I heard Mike Pompeo use it while talking about Iran. Where did this come from and why? I predict it’s going to keep spreading from the halls of power into literature, business and culture, unless someone does something about it. Pro-Tip: Let’s put an end to the full stop, shall we? Unless you’re using a dictaphone. Only then does it make sense. Readers of The Influencer are a powerful network, indeed. Let’s put it to good use and rid the earth of this menace before it spreads further. “Period” still works just fine. Prediction #19: Spotify overtakes Apple OK, I know. It may have already happened. But as pointed out by The Influencer, we will soon see how Spotify has the responsibility to match the power. Targeting is a wonderful thing, as is removal of duplication in audience counting, but let’s remember why the wild west had so many movies made about it. Something is always lost as an industry grows up. Pro-Tip: This is further evidence of the two worlds that will exist for podcast advertisers—the new tightly controlled, dynamically inserted one and the other that is what drew us all here in the first place; baked-in live reads that run long and live forever. Tune into AM radio while you still can and listen to the spot breaks. This is the type of content that Performance Marketers will need to make peace with as brands cough up the required costs for the shiny stuff, except for what’s available at remnant pricing. Prediction #20: Automation finds its limits Programmatic, Automation, Dynamic Ad Insertion, and the further digitization of everything. These are critical developments that none of us can afford to ignore. But it has a limit. Relationships cannot be automated. Influencer marketing programs are not going away, and while many will continue seeking ways to scale for efficiency, we cannot escape that the most valuable partnerships are truly built on relationships between people, and human touch will forever be a critical asset to marketers who seek to benefit from the value of personalities as ambassadors for brands. Pro-Tip: Don’t fight it. Embrace that people are complex and require non-scalable interaction. Choose Influencers who can make a larger impact on your brand than any platform and nurture the relationship. It is worth the time to lean in and engage. 1 THOUGHT ON “WELCOME TO THE 20’S! HERE’S WHAT HAPPENS NEXT – PART II” Best SEO Company says: January 22, 2020 at 12:04 pm Awesome post! Keep up the great work! Reply

WELCOME TO THE 20’S! HERE’S WHAT HAPPENS NEXT – PART II

January 8, 2020

thought-leadership

Welcome you to the new 20’s! Let’s begin the year with 20 predictions for the coming year. This week, we share the first 10… Prediction #1: The Industry Goes All-In on DAI Dynamic Ad Insertion (DAI) is often more efficient for the sellers and publishers and is arguably easier on the hosts too. But not all publishers agree, and it’ll be interesting to see how the holdouts perform and what sort of leverage they may command in a future marketplace with less spontaneity and character. People will confuse DAI with programmatic digital, which it isn’t, and the role of audience data for performance marketers (PMs) will continue to be problematic. Pro Tip: Buyer Beware. The upside of DAI is the ability for networks to actually start bonusing impressions and offer more precise targeting. So far, performance value has not justified the premiums required for targeting, and we have not seen the benefits exceed those of good old fashioned talent endorsement podcast live-reads baked in forever and ever Amen. Prediction #2: Voice is the New Internet Instead of eyes and fingers, we use ears and mouths. I feel like I’ve beaten this one to death recently, so if you haven’t been doing your subscriberly duty, you can catch up here. Pro Tip: This is not your largest, most immediate opportunity for growth, but it is going to eat everything eventually (Podcast, Radio, Streaming Audio). Make sure you own an Amazon Echo and Google Home device so you can start dabbling and familiarize yourself with the possibilities, recognizing that the technology is going to advance exponentially in the coming years. Prediction #3: Media Polarization, Advertiser Controversy Performance Marketers & DTC Brands know that their top-performing media purchases are either within or adjacent to personalities delivering opinions. This is increasingly problematic in Trump’s America, as watchdog groups like Sleeping Giants and Media Matters are policing programming—including shows that aren’t thought of as political. When a host says something that is or appears to be stupid or insensitive, advertisers are now getting caught in the crossfire. Brands increasingly face pressures to pick a side and exit advertising contracts from programs that may not reflect their personal views, but keep the lights on and help them make payroll. In the coming election year, expect this problem to get worse. Pro Tip: Don’t get caught flatfooted when your prized podcaster delivering peak performance gets caught in the crosshairs of a spontaneous controversy over something they said. Having a point of view and an action plan in advance is key. Fortunately, The Influencer has you covered. Prediction #4: Scales Tip From Traditional to Digital Media Only last year did the number of minutes Americans spend on connected mobile devices exceed that of television. 18-34-year-olds now watch more online video than traditional. 25-54-year-olds are next. Indeed, digital domination has been a foregone conclusion for some time. But here’s the thing, digital audio and video have historically been little more than a side dish for impressions and ad dollars. With the Streaming Wars in full effect—coupled with streaming audio, connected speakers, and the digitization of podcasts—we are now beginning to hit critical mass as the available impressions for digital sponsorship become the main course. The momentum is going to start impacting business decisions in far more profound ways than we have seen in the past. Pro Tip: You already know this is happening. The question marketers need to ask is if budgets have been transitioned to match their target customers’ consumption of emerging audio and video. If not, now is the time. Prediction #5: Podcast Attribution Takes More Baby Steps We like what’s going on with Podsights, Chartable, Barometric, etc. and have been on the front lines of testing. But as we’ve all learned in our TV attribution adventures, there are no silver bullets and execution is easier to screw up than advertised. Some say attribution is like religion. Eventually, you just need to pick a side and live by faith. Pro Tip: This is a problem that never really gets completely solved. The way to deal with this is to test the shiny new attribution offerings, but hedge your bets and don’t deactivate those archaic promo codes and vanity URLs just yet. You will find safety in running redundant models so you ease into the transition until a dominant mechanism has earned your trust. Think of the latest iterations as you do any other test, but be slow to see them as silver bullets. Someday soon, it will all be digital, and then the conversation will shift into debates about multi-touch credit assignment until the end of time. Prediction #6: Brand Marketers Continue to Drive up Podcast Premiums Look, we’ve had a bit of a free-for-all in Podcast where PMs got to sponsor stuff they thought was cool and have it drive acquisitions far beyond what other channels produced. Then everyone hyped it up, which fueled the growth of the industry, but that growth comes at a price to early entrants. Now, for example, we have advancements like Triton Digital creating a semi-universal measurement tool and a more legitimate ranking system, then partnering with media planning and buying system, STRATA, so agencies can plan it as we do with established media. Judgment day is fast approaching where PMs are competing with brand marketers as prices increase with ease of purchase for large agencies. Our little baby podcast has grown into a teenager, and we have to accept that our relationship has to change as it now has a seat at the adult table. Pro Tip: If you’re a PM, you have to zig where others zag. That means you need to test new platforms that are more like Podcast of 2014, but not everyone is talking about it yet. That’s why it’s a find. Sourcing the next great channel is what great agencies do, and that’s what we are doing at Oxford Road. But no, I’m not going to post those here, because such treasure maps are reserved strictly for clients. You also need to loosen the handcuffs on your planning requirements so you don’t just buy programming that you and your team think is cool, but allow yourself to sponsor content that is proven to work and avoided by brands. Sorry folks, but this is the business we’ve chosen. Prediction #7: Brand Budgets Increase, For Now I’ve been in this industry since 2003 and never heard so many “Data-driven” brands talking about branding. I chalk the talk up to the longest bull market in history…and it makes me fear a recession. Don’t get it twisted, I do believe in branding and our agency is helping some performance-first clients diversify their budgets with brand objectives in mind. However, there are few PMs capable of flipping the cognitive switch and seeing through a real brand campaign. Pro Tip: Know thyself. If you’re ready to talk about branding, then you have to buy like a brand and commit budgets unencumbered by typical performance metrics. Plan your brand budget annually and don’t mess with it more than quarterly. Don’t call it “Branding” if the intent is to run a multi-week test that winds up getting judged just like a performance campaign. Branding is fun to talk about, and it could be transformative, but it takes real budget and real courage—so be ready to walk the talk. When a market correction does happen (hopefully in 2030), that will be the true test of your commitment to brand marketing. Prediction #8: Podcasts are the New Blogs This probably deserves a full article and research, but stop and think about it. Podcasts can now be produced and distributed for pennies (or for free). There are MILLIONS of them. I know how badly you want to hear the new Jiffy Lube Podcast or the rantings of your neighbors and in-laws about fields they don’t work in. With so many flavors, what is a podcast anymore, really? It’s people talking, uploaded to a web site. Come on! What we will inevitably see is an iron curtain coming down and separating the legit from the aspirational programs. Yes, there will still be millions of podcasts and you can post it for the world to hear, and you might even get them through iTunes and Spotify, but most will be walled out with the rest of the plebs. Pro Tip: For brands, having your own podcast will be table stakes for a full-scale content-marketing strategy. Advances in search functionality will make it accessible to people who care about razor-thin target groups. But we are soon going to become comfortable with the idea that our corporate or hobbyist podcast is not going to be the new Serial. It’s effectively an audio blog, so manage expectations accordingly. Prediction #9: Koala Corps Reaches First Milestone 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 to comfort them every time they cry. 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 believe that we will have this solved in Los Angeles in 2020. Pro Tip: Help us achieve this first milestone by learning more and contributing here. Prediction #10: Smart Speakers Grow a Personality I’m human, ok. I want Samuel Jackson to tell me the weather and Cookie Monster to provide me with directions on Waze. But that’s not what I mean. I’m talking about must-have content, created especially for this new interactive universe. It’s not here today, but it’s coming soon. Pro Tip: Oxford Road is leading the charge on this emerging medium to provide safe passage for brands and providing play-by-play coverage via The Influencer. So keep reading vigorously every week and if you need an agency that doesn’t just take your order, but is a true thought partner helping you capitalize on these changes in the marketplace, don’t be a stranger. This is just bursting with possibilities. Join us as we conclude our 20 predictions for 2020 in next week’s edition of The Influencer.

Welcome to the 20's! Here's What Happens Next

December 18, 2019

newsletter

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.

AUDIOLYTICS™ KEY COMPONENT #9 – EXECUTION

December 11, 2019

thought-leadership

By: Stew Redwine Before we begin, watch Mike Lyndell take you to school on how to persuade. If you watch TV you’ve seen this ad. Every marketer I meet talks about it. But it’s never the type of ad they would be willing to make. I get it. We wouldn’t either. All that TEXT on the screen. The promo code that looks like a name tag from a job fair. The cross necklace OUTSIDE the shirt. The mustache. The over the top local car salesperson affectation. If Oxford Road had the chance to work with Mr. Lyndell on his creative I would give him examples like Dyson, Credit Sesame, or our work with LendingTree to show him how you can get the structure right AND have a style to your ad that isn’t offputting to certain audience segments. But before we throw this ad out of any serious creative conversation, keep in mind My Pillow’s revenue is reportedly $300 Million a year. I want to talk about its structure without debating the merits of the product. I count it a privilege to work at Oxford Road, where we only advertise products we believe in and would use ourselves. When it comes to My Pillow as a product, you can be the judge. But as for this ad’s structure, Audiolytics™ shall measure it’s true worth. Mr. Lyndell masterfully delivers the Nine Key Components of Audiolytics™, Oxford Road’s proprietary best-in-market message design and auditing system*. *We engineer every message we touch across 71 data points – the most comprehensive scoring system in the market – so that every Audiolytics™ certified ad drives maximum performance on every media dollar spent. The Nine Key Components of Audiolytics™ are Setup, Value Prop, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution. Without getting lost in the minutiae of our data points, I’ll just summarize what Mr. Lyndell does in his ad and please feel free to take notes. He gets your attention, tells you about the opportunity his product presents and the pain that it solves, which is deeply felt and widely experienced. He perfectly positions his pillow against the status quo of not sleeping well AND other pillows. He then demonstrates, and demonstrates, and demonstrates—showing and telling you exactly how it works. Last but not least, he substantiates his claims (often overlooked but very important—why should anyone trust you?) and then gives you a reason to ORDER NOW! The last component of Audiolytics™ is Execution. How is the ad made? Does it’s production value add or detract from the message? What is its style? This aspect of the ad is last for a reason. It is vitally important that you know what you are saying and why, AND why it matters to your intended audience BEFORE you decide how you are going to say it. This is where many opinions might surface about the “quality” of the My Pillow ad. It feels like direct response. It feels cheesy. It feels like a Saturday Night Live spoof. It feels like Mike Lyndell is spending, by Alphonso’s count, $12 Million on this ad alone. This is only one of his 60-second ads. He has 120-second ads too. Could he dress it up and get Wally Pfister to shoot the commercial? Could he hire a big agency to tell an Epic Story like Tile? Yes. Does he need to? That’s the tens (or even hundreds) of millions of media dollar question. Would increased production spend, translating to a more tasteful ad with better polish lead to dramatically better performance? Does your ad’s style impact performance more or less than simply what you say? Let me ask you another way. Have you ever thought about buying one of his pillows? You know the answer down deep in your sleep-deprived heart. Mike Lyndell is giving you a gift akin to when Patton read Rommel’s book. Patton didn’t want to join Rommel afterward, he simply recognized he could learn from a masterful strategist no matter the source. You don’t need to make your brand look like MyPillow to sell like MyPillow. But you would do well to take a page from his structure, or ours. Click here to schedule your free Audiolytics™ assessment, and if you do really need a new pillow may we suggest Boll & Branch.

A Smart Strategy Never Looked So Stupid

December 4, 2019

thought-leadership

By: Oxford Road By Alli Romano ,When sales spike 60 percent in three weeks following an ad campaign, that’s enough to grab any marketers’ attention. After all, brands are always looking for effective ways to spur business. So, when new orders pour in, it’s cause for celebration — and investigation. This was the case for Hickies, creator of tie-free shoelaces. A notable sales boost came on the heels of a TV ad campaign. And while the company has strong sales on its website, these particular transactions came via Amazon. (Hickies are also available at physical retailers, such as Bloomingdales, Macy’s, and Von Maur.) Connecting Amazon sales to TV ads isn’t an easy correlation. Hickies was able to make the connection by working with Tatari, a boutique media buying agency and data analytics company. Tatari uses a digital media–style approach to analyzing TV ad effectiveness. Hickies’ foray into TV advertising was motivated by a desire to find new customers. Founder and chief executive officer Gaston Frydlewski says the company had used digital media so extensively that there was no room for incremental growth; he would be spending more money to reach the same consumers. He also noted that major online options, including Facebook, have become too costly. Seeking an alternative, Frydlewski turned his sights to TV. “TV offers bigger reach with less cost,” he says. “We have a brand that performs. We own the category we created and have no competition.” Although TV networks, streaming services, and video providers are steadily improving their data and attribution capabilities, Frydlewski says he wanted to see real-time reporting and data similar to digital advertising, which shows direct links between exposure and action. Hickies’ experience in online advertising and expectations made the company an ideal candidate for testing near-real-time attribution for its TV advertising. “They are very sophisticated in digital customer acquisition and they want the same experience they’ve had in digital,” says Philip Inghelbrecht, Tatari co-founder and CEO. Using Tatari’s platform — which layered Hickies’ first-party data with third-party data from numerous sources, such as Amazon, set-top boxes, streaming video services, and smart TVs — Hickies was able to establish that the sales lift was coming from the Amazon. “Attribution is always an issue and you want to make sure you’re doing things right,” Frydlewski says. “I’ve tried things in advertising that promised reach and gave me traffic, but the traffic didn’t convert. We need to make sure the traffic is going to perform.” Frydlewski says it is critical that brands pay close attention to where their customers are shopping, including Amazon. In fact, about half of all U.S. Internet users begin their online shopping searches on Amazon, according to a May 2018 Adeptmind survey. Many Hickies shoppers go online to Google and search the brand, then go to Amazon, rather than the Hickies website, Frydlewski notes. He supposes that it may be because they’re comfortable shopping on Amazon or expect to see the lowest price there. “We used to think of Amazon as complementary to our website, but now we see them as equal channels,” Frydlewski says. The data from Tatari, he adds, “has really opened our eyes.” After seeing the success that Hickies has had with TV, Inghelbrecht says he hopes other brands will embrace video advertising. TV offers an opportunity to reach a new batch of potential customers, he notes. “There’s a point in time you’ve spent so much on digital that an extra dollar doesn’t yield much improvement anymore,” he says. “When that happens, you need to find new channels. TV is a great one; there is no medium like TV that reaches 200 million people each week. TV scales really well.” Going forward, Frydlewski would like to apply similar analytics to other ad channels, including out-of-home, print, and radio: “The possibility to add new layers of technology to traditional advertising is very interesting.” –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Alli Romano is a media pro who has covered digital media, radio, and broadcast and cable TV in her MediaVillage column, “Alli on Audio,” as well as for numerous industry publications, including Inside Radio, Broadcasting & Cable, TVNewscheck.com, and Multichannel News. She has also worked as a digital producer and content manager for FoxSports.com and NBA.com, as well as a web design firm and an educational institution. While writing is her preferred medium, Alli has also voiced hundreds of radio commercials for small businesses and nonprofits in her adopted hometown of Ithaca, NY.

HOW DIGITAL EXPERTISE INFORMED HICKIES’ TV AD STRATEGY

November 27, 2019

newsletter

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 ha

Thought Leadership

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