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