Oxford Road, the world’s largest buying agency in podcast media, announces the release of its latest groundbreaking white paper “Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement”. The study demonstrates that, as YouTube has become the leading podcasting platform, it has also delivered significant website lift for video podcast advertisers.
The data, sourced via Oxford’s unique methodology, suggests an ongoing need for more standardized performance tracking across audio and video platforms to better understand how ads are truly performing.
The insights were collected using a first-of-a-kind process, allowing Oxford Road to sidestep the restrictions of YouTube’s “walled garden” which prevents 3rd-party access to crucial ad performance data. Detailed in the white paper, this methodology was piloted using passive monitoring to track the performance of a real campaign in partnership with Crosswalk (MIDG).
“With the rise of video, podcasting’s once-open ecosystem is fragmenting into platform-specific silos making it harder than ever to find reliable attribution and performance tracking,” explains Oxford Road CEO Dan Granger. “In this atmosphere, walled gardens aren’t just an inconvenience, but a barrier that erodes brand confidence in the entire podcast advertising market. That’s why we’ve cracked the walled garden to deliver a way to bring transparency to this increasingly vital medium.”
Key findings include:
• Data-supported proof that video podcast ads deliver significant lift in site visitation levels
• A range of YouTube audience demographic insights, based on actual user behavior, suggesting that video podcast viewers skew younger, more male and less diverse
“This is a data-backed effort to help pioneer a new era of transparent performance measurement in podcasting,” says Granger. “We want to steer the industry toward developing stronger tools and clearer benchmarks for measuring simulcast performance, and I think this analysis marks an important step in the right direction.”
To download the full white paper, “Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement”, visit https://oxfordroad.com/simulcast
About Oxford Road:
Oxford Road is on a mission to grow companies worth fighting for with best-in-market performance at maximum viable scale. They are the world’s largest podcast agency and a market leader in audio and creator-based video advertising. Now, having united with Veritone One, they also boast an advanced technology stack, data capabilities, and creator-led video and influencer expertise, giving global brands and fast-growth tech companies unparalleled access to and performance in podcasting, streaming audio, radio, and creator-based video channels. Recognized as thought leaders by publications such as USA Today, The Wall Street Journal, Adweek, Ad Age, and more, Oxford Road continues to drive growth and positive change for the industry while serving as a leading voice for the industry through its weekly newsletter, The Influencer, white papers, podcast, The Media Roundtable, and industry advertiser event, Chief Audio Officer Summit. Oxford Road stands by its motto, “Influence Responsibly.”
About Crosswalk:
Crosswalk is a zero-party clickstream data provider that dynamically monitors digital behavior of over 30M consumers.
