Audio’s Role in the Marketing Mix - Live from the CAO Summit

The Media Roundtable is back! This week we’re featuring one of the most insightful talks from the CAO Summit–Audio’s Role in the Marketing Mix.

James Ingrassia (EVP, Client Service, Oxford Road) moderates an all-star CAO panel with Alexis Gossard (Senior Manager, Media Strategy, Bayer), Ethan Shibutani (Senior Director, Growth Marketing, DraftKings), Steve Blackford (Head of LifeLock Customer Acquisition, Gen), and Tor Thilert (Senior Lead for Global TV Advertising, Shopify).

They’re talking: Audio Allies, Budget Splits, Podcast’s Blurring Lines, and more. Let’s dig into it.

“When you can find the right partnership with a host,  it can truly transform your business.”

Internal Audio Allies 🤝 - Audio success takes a village. For these CAOs that means having accurate analytics, and C-Suite supporters who care about and believe in audio. Is audio being viewed as part of your whole marketing mix, or is it siloed in your company? We’ll show you where to look to strengthen your audio village.

Budgets Splits: Testing & Performance ⚖️ - Our CAOs agree–you shouldn’t penalize what’s working to try something new. YNAB: You Need a (Testing) Budget. Our rule of thumb: 70% is performance. 20% is probably going to work. 10% is experimental. That’s a healthy mix of exploring new wins while exploiting previous ones.

Podcast’s blurring lines 🌀 - Currently, podcasts are audio-first, video-first, influencer, and programmatic… so how do CAOs navigate these overlapping territories? One approach: Just focus on the audience. Does the show have an audience that includes your customer? If so, great! Everything else is just lagniappe.

James Ingrassia and the super-star panelists are overflowing with key CAO tips you won’t get anywhere else. To hear them all, tune into the full episode below.

Bianca Gorodinsky