Oxford Road Report Reveals Major Flaws in Audio AdTech

RADIO ONLINE | Friday, October 18, 2024

Oxford Road

Oxford Road, an independent audio agency, has released a new report entitled "What Brands Want: How Audio Publishers Can Win Over Advertisers." The report provides key insights into how audio advertisers perceive the current state of podcasting, radio and streaming, highlighting significant concerns over the effectiveness of measurement tools and the rising use of artificial intelligence in audio advertising.

The report, based on feedback from 49 Chief Audio Officers (CAOs) representing major audio advertisers such as DraftKings, BetterHelp and Indeed, reveals widespread dissatisfaction with the tools available to measure the performance of audio campaigns. Only 14% of the respondents found audio measurement tools to be more useful than those in other advertising channels, while 83% rated them as less effective.

Additionally, the report underscores skepticism toward AI-driven innovations, particularly the use of AI-generated host reads and synthetic voices for personal endorsements. A significant 80% of CAOs expressed discomfort with these technologies, indicating a preference for authentic creator partnerships over automated processes.

Key findings from the report include:

• Brand Safety Concerns: "Political extremism" emerged as the top concern among advertisers when it comes to brand safety in the audio space.

• Lower-Funnel Marketing: Most CAOs revealed they use audio for lower-funnel marketing, emphasizing its value in driving direct performance outcomes.

• Preferred Measurement Tools: For assessing audio campaign performance, CAOs expressed a preference for Media Mix Modeling over more modern pixel-based tools commonly used in streaming and podcasting.

Oxford Road CEO Dan Granger commented on the findings, stating, "While technology such as AI and programmatic tools are making improvements in the audio space, we must ensure that the authenticity and unique character of the medium are preserved." He added that the feedback from CAOs should serve as a guide to balance innovation with the core appeal of audio - its ability to convey real thoughts and opinions.

The "What Brands Want" report follows the release of another study by Oxford Road, "The Danger of Rising PodLoad," further establishing the agency's commitment to exploring the evolving audio landscape.

For full access to the report, visit Oxford Road's website.