Ad Infinitum S2E13 - One Amazon to Rule Them All

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 13 - "One Amazon to Rule Them All"

Stew Redwine (VP, Creative Services, Oxford Road) gathers an all-star panel to dissect Amazon's multi-million dollar podcast advertising strategy. Joined by Amelia Coomber (CMO, Podscribe), Adam McNeil (SVP of Client Services, Adopter Media), Paul Riismandel (President, Signal Hill Insights), and Arielle Nissenblatt (Founder of EarBuds Podcast Collective and podcasting advocate), these ad Avengers dive deep into a slew of Amazon audio ads and they don’t pull any punches. Let’s jump in.

“ It's a group project where they each got a different part of the business, and they all try to jam it all together at the end, but none of it works together.”

Don’t Bury the Lede 🙅- Table stakes for any ad: you should know what it’s about. Within 5 seconds, the ad should tell you what the point is. Yep, there’s a little time for a fun intro, but if you can’t anchor the ad on one idea, in Paul’s words, “ you've lost me and now I'm swimming around.” Takeaway for our Chief Audio Officers: pick one thing to build an ad around and make it wildly clear.

Go Beyond the Brief 🎨- For the ads that had a moment of clarity, the next pitfall is cleverness. So many times our experts heard a copy line ripped straight from the creative brief. CAOs: first know what you want to say, then figure out the best way to say it for audio.

De-Silo Yourself 🤝- Whoever’s in charge of Whole Foods ads is different from Amazon Music and Amazon Prime. Your company probably doesn’t have as many silos, but odds are there’s a disconnect somewhere. Maybe between your brand and direct response ads? Or audio and digital? Look for ways to share learnings and align the strongest parts of your ads so your campaigns support each other.

For do’s and don’ts that will instantly improve your audio ads, tune into the full episode below.

Bianca Gorodinsky