Tag Archives: media

Five Podcast Pros Offer the Insider Scoop



In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting.

You’ll hear from:

  • Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app;
  • Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep;
  • Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!);
  • Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think ‘music label-meets-podcast marketing machine’; 
  • A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they’re consuming content.

 It’s five inspiring chats that reveal the brilliant possibilities of audio and video for the future including:

  1. How OkCupid leverages podcasting for success – earned or owned?
  2. The business model behind the 12 Hour Sound Machines podcast
  3. What Capsho is, and how this new tool taps AI to help podcasters save time
  4. How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP

    A spontaneous interview at the Sounds Profitable event in Austin
  5. When is a podcast a video and a video a podcast? How should brands embrace the consumer’s content journey? The Roost tells all.

Chapter Summaries/Time Codes:

[00:00:01]

This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio ….

[00:01:42]

Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: “We’ve seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we’ll be looking again at podcast advertising.”

[00:03:57]

Brandon Reed’s podcast is called 12-Hour Sound Machines. It was created when his newborn couldn’t sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he’s on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers….

[00:09:12]

Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they’re already embracing a more robust version of Capsho 2.0 coming this Spring.

[Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”]

[00:14:15]

Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. “Now we represent around 65 shows, with no end in sight.”

[00:18:58]

A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?”

[00:21:18]

Our thinking around YouTube is that it’s less that it’s about video, and more about the platform itself. Who’s your target audience and where have they been conditioned to go to just consume content? And that’s why we’re seeing podcast-like content bringing such big numbers there.

[00:23:54]

The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck, we might even see a world a year or two where long form content is being distributed on TikTok.

[00:24:44]

In terms of measurement A.J. says, “A view and a download are counted two separate metrics: A view is :30 seconds of playback on YouTube and then audio download is :60 seconds by unique user. It’s still very much early days and we’re going to have to figure out ways to plug into that back end of YouTube API.” Adding, “We need to properly measure and communicate those returns for the advertising community.

What’s the reason why podcasting is so big today? It’s because Direct Response has used it as their primary tool. There’s money to be had –and we can do a lot better on this front.

[00:27:50]

One of the things that’s helped us build our business is looking beyond the podcast. If you want to properly tackle YouTube and TikTok and other new platforms that will inevitably join the fray into the future, we really have to almost take the “podcast” out of the center of our universe.

The theme music for Insider Interviews was composed and performed by the incomparable Grammy-winning John Clayton, and this episode was edited by Grace Morton.
Send questions or a suggestion for a next stellar guest to:  podcasts@mossappeal.com

Catch all Insider Interviews episodes on the business of #media, #marketing and advertising right here, or wherever you like to listen to #b2b podcasts. 

Connect with our Episode 5 guests here:

Michael Kaye

Brandon Reed

Bona Rai

Chris Whitman –

A.J. Feliciano

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Westwood One’s Pierre Bouvard on Making Good Audio Impressions



Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio.

“Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.”

After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services.

This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into:

  • What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe.
  • Tactical scoop about media planning tactics and why an omnichannel approach works best.
  • What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV?
  • Pierre’s pragmatic POV on brand purpose reminds brands to go back to basics.
  • While he does a lot of work recommending media, he drops some facts on why creative trumps everything.
  • Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the “5% rule”!)

Plus, hear the story of how Pierre ‘broke the internet’ and E.B.’s voice impression of Bette Midler… Just sayin’.

This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising.

Mentioned in this episode:

Dig into these findings on sonic branding

Check out the Audio Active blog from Westwood One

Learn more about Edison’s Share of Ear. 

Find Pierre on LinkedIn and on Twitter

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LinkedIn: https://linkedin.com/in/mossappeal  

Hat tip to Annie Hunt for great show notes and social media support!
And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal
support insider interviews - donation
Please support Insider Interviews at www.buymeacoffee.com/mossappeal

Header Image - Epi 44 of Insider Interviews with guest Anna Bager

OAAA’s Anna Bager on Out of Home Improvement



For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA – the trade association for outdoor advertising recently shared:

Part of that is tempering excitement over new technologies with a focus on society’s heightened need for humanity and real connections. The right strategy helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant.

This conversation with Anna expresses the “what’s old is new again” value of OOH and its ability to offer that “where they are” connection with consumers and provides an experience that’s contextual and relevant, privacy-compliant AND hyper-local!
NOTE: It’s a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising —  in-elevator media — also had to shift its “place” and pivot during the pandemic. In both cases you’ll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB — Anna’s previous home before her focus on out of home — check out Epi 20 with David Cohen!)

We discuss:

  • The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!)
  • How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool…
  • How OOH supports both “brand and demand” marketing.

We wrap with Anna’s personal preferences for cool tools of the future!
Social Media Links:
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How Elevator Advertising Survived 2021’s Ups and Downs



Marc Kidd, CEO of Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd (as in Roy Kidd Stadium), is not one to panic at fourth down.  In our conversation for Epi 43 he shared how Captivate evolved its Digital Out of Home (DOOH) offerings to include home and play locations, with an upswing in results for sales and marketers alike.

“There was a high stakes game on a really bad weather day and I said, ‘Dad, it’s raining, the wind’s blowing. What decision are you going to make about the coin toss?’ He said, ‘You don’t worry about the things you can’t control.’ It has always reminded me that there are things in life you have no control over … like a pandemic.”

Marc is not a stranger to having to pivot. Hear what happened when his college plans to work alongside his dad got waylaid… and he briefly considered accounting for a career! Luckily, he found his footing in sports marketing…then broadcasting, giving him the foundation for a storied career that included helping create the NCAA corporate partner program and the Breeders Cup’s World Thoroughbred Championships, WAC corporate partner programs and iHigh.com.
Now at Captivate, he had some tough calls to make in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation.
sample from Captivate elevator content
Sample image from Captivate screen content
Listen and learn about:
  • How Captivate transfigured awkward social spaces!
  • The evolution of DOOH (Digital Out of Home) itself and its use in brand and awareness marketing
  • The guiding path to advertising effectiveness and strategizing content
  • QR codes and other ways of building real attribution
  • How COVID-19 disruption prompted forward-thinking repositioning
  • Captivate’s 2022 plans, including re-engineered programmatic platforms
  • Staying in the game by evolving through crisis
    CaptivateScan – a pandemic-inspired innovation for building lobbies
  • Why Marc can twirl a baton!…
Attribution Tactic Resources mentioned:
GroundTruth
Office Pulse
Placed Foursquare
Kochava

Social Media Links:

Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar!  https://www.buymeacoffee.com/mossappeal

You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!


Using Original Podcasts to Build Brand Relationships



Podcast pro Steve Pratt, VP and Co-Founder of the multi-award winning Pacific Content, told me his company no longer makes branded podcasts. They haven’t for a few years. They make “original podcasts with brands.” And win awards doing it for brands like Ford Motor Company, Rocket Mortgage, Morgan Stanley, Slack, and Red Hat.

The difference? These are no “thinly veiled infomercials. Instead, Pacific Content works together with their partners to “make a show that’s designed as something that only that brand can make; you give a gift — or create a significant amount of value — for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their specific business problem, AND makes them into “media companies,” too.

But don’t forget about the marketing. Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” is focused exclusively on original podcasts that promote brands with authenticity and without compromising quality.

Steve and I also discuss:
  • How Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products (and you can hear Dell Global Marketer, Rachael Henke, talk about this in Epi 6 from 5/20!) 
  • Creating a branded podcast strategy like a Venn Diagram between business goals and listener interests
  • How podcasts drive loyalty
  • Opportunities for “brands as media companies”
  • Branded podcasts vs. Advertising in another podcast: What’s the litmus test? (And when Steve suggests brands call Bart Roselli at VeritoneOne, per episode 41 on effective ad campaigns!)
  • Establishing marketing effectiveness in podcasting
  • Success measurement tactics and KPIs
And, since Pacific Content gives good content themselves, don’t miss Steve’s own musings on the future of podcasting, how he did on his 2021 predictions made in our friend James Cridland’s show…and what he’s projecting for 2022!

Please share the podcast, and if you liked this episode, feel free to show support in my virtual tip jar at https://buymeacoffe.com/mossappeal — and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook.

Find/Follow Steve and Pacific Content at:

Reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss.

Email us at podcasts@mossappeal.com.  We’re “hear” for you!


Cadillac CMO Melissa Grady Dias on Marketing a Maverick (with heart)



A milestone! It’s Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac’s Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq!

This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent’s promise to be the most inclusive company in the world?

For the past two years, Melissa Grady Dias has held the key. She is a marketer’s marketer, a master of math and of insight-driven creative. With a heart. That “brand and demand” combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what “drives” (sorry) much of the brand messaging, but messaging that is always backed by data.
As she explains:

“I try to understand how and where my audience is consuming media, and how they’re entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.”

While always in pursuit of an advertising career, (“I used to watch Who’s the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel.
After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including:
  • What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!)
  • With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort:
  • Just why Cadillac overall — from the Escalade to the XT6 — is like the maverick of GM brands, while still infused with corporate cause-oriented values.

“Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers.”

  • Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that — on social, in a campaign or in how they’re spending money;

“Equity is treating everyone the same and fairly. So if there’s a dance everyone’s invited to the dance. Inclusion is being asked to dance.”

  • Campaign development:

“When Regina King heard the brand manifesto, she could relate it to her story. And …it inspires me to be a better person, too. That’s how the “Never Stop Arriving” campaign was born: it’s about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’”

  • How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships;
  • Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts…even their innovative use of gaming and AR and VR as part of the sales process;

(Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car dealership! So hear how Cadillac Live deployed a takeover with a “first” on the video site!)

  • Hear how data is handled and respected and leveraged;
  • How experiential comes to life in unexpected ways, like finding inspiration in the Lyriq grill for food recipes!;
  • How future CMOs can follow a similar path to success? Melissa shares a three-point plan of action which, of course, starts with follow your passion.

Finally, hear why my heart was pounding – as with most people who experience Super Cruise for the first time – but in my case just from watching their effective long-form celebrity videos about the hands-free driving option! Melissa has described this as the “let go” moment.

As voiced by Tiffany Haddish in the video, “Sometimes you gotta grab the wheel and sometimes you just have to let it go.” It’s trust that you’ll get where you need to be. Melissa, who makes it a point to meditate daily, thinks her personal mantra – ‘I’m exactly where I’m supposed to be’ – “ties into that idea pretty well.”

Easter Egg Moment: Insider Interviews aims to give you the “insider scoop” on media, marketing and advertising, along with the personal side of execs. And you’ll catch a very human moment around 20 minutes in…. But do enjoy all 40 minutes of this informative and jam packed conversation!
If you found this helpful, feel free to help support ANOTHER 40 episodes of Insider Interviews and add to my virtual tip jar to buy me a coffee“: https://buymeacoffee.com/mossappeal
And please support us with a review wherever you listen, share this episode. Or allow me to help you get started with a podcast or content marketing strategy: podcasts@mossappeal.com.

Follow Cadillac:

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  • Twitter: https://twitter.com/Cadillac

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THANK YOU for listening!

E.B.