Media Roundtable: Industry Edition - October 18th

This week, we’re back with an all new episode of Media Roundtable: Industry Edition!

Commandeering the host microphone for the first time with authority is Oxford Road Media Buyer and self described “all around menace” Spencer Semonson. Joining her are fellow Oxford Road experts, Neal Lucey, Julia Palermo, and Stew Redwine, along with our preeminent radio futurologist, James Cridland (Podnews, Podcast Business Journal).

We’re talking ad skipping, a strategy turnaround for a major podcast producer, and how to use holiday creative to make spirits (and ROI) bright. Let’s dig in.
 

  • YouTube Hits Play (and Skip) 🌍: YouTube is rolling out RSS ingestion this week to take a bigger slice of the podcast pie. The catch? No ads allowed. So, if it’s baked in, it’s not allowed, and if you want to buy ads on YouTube, you still have to go through Google. TBD how it all shakes out.

  • “UK Skippers–” ⏩: Nearly half of UK listeners skip ads, according to a YouGov 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’ve 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. 

  • Podcast Is Good, But Needs Mayhem 💥: Industry milestone unlocked podcasting is now featured in a pitch-perfect ad from Allstate. Not a bad fringe indicator of Podcasting’s rising star as it shapes the cultural conversation. We eagerly await the unlikely sequel where the podcast enthusiast talks to Mayhem and recommends Ad Infinitum. 


For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link below.

Bianca Gorodinsky