Make Creative Your Unfair Advantage - Secrets from the CAO Summit

The Media Roundtable is back! This week we’re bringing you one of our favorite panels from the CAO Summit, recorded live at Spotify’s Pod City Campus. There’s no bigger performance lever than our topic–message optimization.

Stew Redwine (VP Creative Services, Oxford Road) hosts all-star CAOs Brynn Greenelsh (Marketing Manager, Auctane–Stamps.com & ShipStation) Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass), Emily Deason, (Senior Manager, Offline Marketing, Babbel), and Cassandra LaPrairie (Performance Marketing Lead, Audio, Wise).

This all-star lineup is talking: testing the right thing, trusting hosts, cross-pollination, and more.

“Take big swings.”

Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass)

The 2 Cs of Testing 🥼- To make sure your A/B tests help performance, remember Cassandra’s 2 Cs: “Do you have confidence that you know what you're looking to test and do you have conviction that the test you've proposed is going to help you measure that?”

Trust vs. Control 🎨 - Want the most from your hosts? Spend more time onboarding to give context and less time trying to make hosts your sock puppet. As Brynn puts it: “Who are we to say, ‘you have to say it this way’… if that's the way we're going to be, then we shouldn't be in the podcast advertising space.”

Take the Best from Other Channels 🥇 - Audio doesn’t have to be a silo. You can take a sonic logo from your app or reuse your best valprops from other channels. The one thing you need: someone who understands the quirks of audio. And CAOs, if you don’t have that person internally, drop Stew a line.

Want to upgrade your messaging approach? Check out the full episode by clicking the link below.