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