London Calling, Global Response: Highlights from The Podcast Show 2025

Podcasting is global. Is your brand ready? On an all-new Media Roundtable: Special Edition, we’re recapping the highlights of Podcast Show London 2025 with notable attendees. This week’s episode is sponsored by our friends at ALLCITY Network.

For the next best thing to a front row seat, we’ve assembled an all-star panel of audio industry insiders to share their fresh insights.

Giles Martin (EVP, Strategy, Oxford Road) hosts:

⭐️ Jarrod Klawinsky - (Director, Digital Media, Oxford Road)

⭐️ Rosemary Scalabrino - (Director, Business Development, Veritone One)

⭐️ Parastoo Hosseini - (International Audio Manager, Oxford Road)

⭐️ Steven Abraham - (President, International, Oxford Road)
These all-stars are talking: Collabs with Giants, Brand Moves, Being a Local and more. Let’s jump in.

“ We talk about global, but everybody’s really very, very, very local.”

Mind the Front Door 🚪 - The big players showed up–YouTube, Spotify, and yes, Apple. With YouTube as the gateway to the international market, there’s an open question of how to measure when DAI (Dynamic Ad Insertion) is much more common than simulcast for video. How will the big players allow for the kind of tracking that brands really need for confidence in their investments? On the positive side for brands, we see more publisher consideration of pixel tracking.

Think Local or Get Lost 📍- Our experts saw two seemingly contradicting trends: First, there’s a push to move all of Europe forward, raising the industry with standardized measurement and performance tracking. Simultaneously, we need to stay local. Brands and media partners need to take the time to transcreate, not just translate. On the content side, the competition isn’t just among US creators; it involves many local ones as well, often overlooked by US companies entering the space. The same goes for brands that are advertising. Localization of ads isn’t just translating your US ad into multiple languages; success depends on deep contextual understanding.

Brands, Don’t Miss Out 👀 - The opportunity to be the first mover in a new market is huge, but it’s not likely going to last. Brands, if you can sell internationally and international podcasts aren’t already on your radar, it’s time to ask why. Take advantage of the hard localization and relationship-building work Oxford Road’s been doing to become a leader in this space.


For the insights you need to take your podcasting campaign global, check out the full episode below.

Bianca Gorodinsky