Oxford Road

Oxford Road And Edison Research Publish Landmark White Paper Defining Podcasting For The Future

~ jen

Oxford Road, the world’s leading audio and podcast advertising agency, in partnership with Edison Research, a global authority in media research, announces the release of their comprehensive white paper, “What is a Podcast?”: Preserving its Essence, Structuring for Expansion.”

The groundbreaking report reveals critical insights into how evolving listener habits, industry fragmentation, and ambiguity in podcast definitions are affecting podcasting’s future growth and commercial viability.

Despite podcasting’s rise as a multi-billion dollar industry with enormous cultural influence, the study identifies a significant identity crisis driven by the convergence of audio-only content and video formats popularized by platforms like YouTube and Spotify. According to the new data:

72% of Americans 12+ consider recordings people discussing any topic on YouTube that are also available as audio-only shows elsewhere to be a podcast.

Advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting, and unclear attribution.

A clear, shared definition and interoperable measurement are urgently needed to realize podcasting’s full economic potential.

“Podcasting has reached a pivotal moment where the next phase of growth depends on how clearly we define and measure it,” says Dan Granger, CEO of Oxford Rod and Veritone One.
“What was once a niche, audio-driven medium is now fragmented across platforms, formats, and metrics. Our research shows that to preserve what made podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity.”

The white paper synthesizes extensive research, including a nationally representative survey of over 4000 people (conducted by Edison Research), qualitative interviews with listeners, and insights from over 30 leading industry executive featured on Oxford Road’s Media Roundtable podcast series. The report proposes new working definitions:

Podcast (noun): “An on demand audio-driven program featuring episodic content across wide-ranging themes and formats. Traditionally delivered via open RSS and conversational in nature, it can include platform-based distribution and is commonly supplemented by video.”

Video Podcast (noun): “An episodic, on demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.”

The research underscores that resolving definitional ambiguity and measurement inconsistency could unlock billions of dollars in advertiser investment. To address these challenges, the paper calls for an industry-wide collaboration to develop an Open Measurement Protocol for Podcasting, advocating for interoperable, privacy-safe measurement standards and clear taxonomy across al platforms. 

Oxford Road And Veritone One Combine To Create World’s Largest Podcast Agency

~ jen

Oxford Road and Veritone One, two leading audio and creator-based advertising agencies, announced their plans to form the world’s largest podcast group and leading creator-based media entity. The deal, facilitated by Insignia Capitol Group, positions the companies to transform how brands leverage audio and creator-led content to drive measurable results. Both businesses will continue to operate independently in the near term, with future designs for a unified lead brand.

The transaction unites Oxford Road’s international traction and industry innovation with Veritone One’s advanced technology stack, data capabilities, and creator-led video and influencer expertise. This union addresses a critical gap in the market, offering brands unparalleled access to and performance in podcasting, streaming audio, radio, and creator-based video channels.

“Brands have been missing out on the full power of audio and creator-led content because these highly fragmented channels are challenging for firms without deep subject matter expertise,” said Dan Granger, CEO of the newly combined organization. “Our mission is to redefine the value of these channels for advertisers. With Veritone One’s industry-leading tech and data platform, in combination with Oxford Road’s innovation on behalf of brands, we’re creating an agency that sets a new standard.”

Key benefits for brands include:

Unmatched Scale and Experience: As the world’s largest podcast buyer and a leader in creator-based video, the new entity offers brands access to unparalleled market leverage and expertise.

Advanced Performance Metrics: The combined company boasts the industry’s most robust data set in audio and creator-based video, delivering superior performance results through insights and optimization.

Comprehensive Channel Coverage: From podcasts and streaming audio to radio and creator-based video, brands will access best-in-class services across all audio and creator-led channels through a single, integrated agency.

Innovation in Brand Safety and Measurement: Building on existing tools like Audiolytics, and new metrics in Brand Safety, the merged company will continue to lead in creating innovative solutions for the industry’s leading measurement challenges.

Global Reach with Specialized Focus: This creates a unique entity offering the specialized expertise of a boutique agency with international scale, serving both direct-to-consumer and established global brands.

“This endeavor is a pivotal moment for brands seeking the next generation of media opportunities,” said Connor Doyle. President of Veritone One. “Podcast, audio, and creator-based media continue to outperform, but the industry still lags behind other mediums in key area. Having a shared focus will deliver unparalleled leverage, knowledge, and results for our clients, which helps the industry monetize at greater rates. For those of us dedicated to audio, this is a very good thing.”

The companies will continue to operate each business as usual, with plans for integration and expansion to be announced at a time that best serves all clients. For brands looking to unlock the full potential of audio and creator-based advertising, this union represents a significant opportunity to partner with the industry’s leading experts, realizing unmatched scale and performance.

According to Tony Broglio, President and Partner at Insignia Capital Group, “The advertising industry continues to rapidly evolve as brands seek more effective ways to reach consumers. We believe these two businesses are at the forefront of digital marketings next great evolution with the transformative growth of audio and creator-based advertising. By combining forces, we are empowering brands with unprecedented access to innovative solutions and influential creator networks, setting a new benchmark for the industry.”

Canaccord Genuity served as financial advisor and Cooley LLP served as legal counsel to Veritone. Cascadia Capital served as financial advisor to Insignia Capital and Oxford Road. DLA Piper served as legal counsel to Insignia Capital and Sheppard Mullin served as legal counsel to Oxford Road.