Veritone One

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.

 

Veritone One Subscribes to Neilsen’s Podcast Buying Power Service

~ jen

Neilsen announced that Veritone One, Inc. is now a subscriber to Neilsen’s Podcast Buying Power service. With headquarters in Costa Mesa, Calif., Veritone One is one of the world’s largest full-service performance-based audio advertising and media agencies.

As a new subscriber to Neilsen’s service, Veritone One will have access to podcast insights spanning 18 genres and over 150 individual podcast titles that can be cross-referenced among a variety of consumer purchase behavior patterns and services usage.

Currently counting over 12 major podcast companies a subscribers, Neilsen’s Podcast Buying Power Service allows clients to profile shows using program specific titles collected from subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights. It also features the same capabilities by genres and listening usage.

“As one of the largest podcast advertising agencies serving over 100 active clients across 15,000 podcasts, Nielsen’s research will help us refine our current placements and unlock market opportunities for new advertisers wanting to enter the medium,” said Conor Doyle, SVP of Strategy and Investment at Veritone One. “Access to consumption and audience data will attract brand advertisers who have been previously hesitant to enter the largely direct-to-consumer space. Integrating Nielsen’s unique insights along with our proprietary AI-based analytics and decades of experience will enable us to set a new industry standard in podcast advertising.”

Only Nielsen, with its extensive Scarborough category database, has this type of advertiser connection with podcasting. Nielsen Podcast Buying Power service has the ability to capture results for specific programs and tie them back with over 2,000 retail/plan-to-buy categories and hundreds of advertisers with specific brand names such as insurance companies, automotive, quick-service restaurants, home improvement retailers and more. These easy-to-use reports are generated from web-based software and have a two time per year data release.

Veritone One Launches Influencer Bridge

~ jen

Veritone One, one of the world’s largest full-service performance-based audio advertising and media agencies, announced the launch of Influencer Bridge, the first of a series of innovative new advertising services. Influencer Bridge is a pay-per-performance advertising platform for influential audio and video content creators on today’s top media channels like podcasts, YouTube and Instagram.

The platform gives podcast influencers (who make their content available through Apple Podcasts, Spotify and other leading applications), YouTube vloggers, Instagram influences and bloggers with unrivaled access and control in monetizing their content, no matter how large or small their follower base.

Influencers have curated ardent audiences, across a variety of platforms, that are drawn to and trust them to provide advice, insight and recommendations, Influencer Bridge enables today’s content creators to earn money through sponsored content opportunities, allowing them to focus on creating new content for their audiences.

To begin using Influencer Bridge, influencers simply log on to the platform and authenticate their channels. Once this occurs, influencers can select which advertisers they would like to work with and can get to work creating relevant content for their audiences. Influencers earn money once a transaction takes place that is directly correlated to an influencer’s action – for instance, when a follower uses the influencer’s unique promotional code to purchase the advertised product or service.

Influencer Bridge will leverage Veritone aiWARE to listen, watch and understand the content of each podcast episode and YouTube video included in the Influencer Bridge program. This analysis is conducted to help identify new contextually relevant advertising opportunities for premier brands based on the subject matter presented, as well as to provide insights for brand safety and content transparency. Veritone’s powerful aiWARE platform is already being used by over 800 leading TV and radio broadcasts for ad verification, attribution, and ad performance analytics.

The Influencer Bridge service is available immediately, free of charge for content creators. Advertisers pay based on performance measured in actual transactions from specific ads.