The Sonic Truth

Tony Mennuto is the President of the creative and consulting agency Wordsworth and Booth, which creates award-winning audio advertising for clients like Burger King, Pepsi, Fiat, and more. On this latest episode of The Sonic Truth, Tony sits down with Veritonic’s Scott Simonelli to discuss their creative approach, including a look at recent work they did for the Ad Council campaign around the pandemic.

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For Part Two of our attribution series we bring you Andy Pellett, Co-Founder of Podsights, a cross-platform attribution solution for podcasting. Andy and Scott discuss the irony that one of the hottest mediums for advertisers right now is still feeling some growing pains when it comes to measurement, and what leaders like Podsights are doing to help solve the problem. They cover the newest technological advancements helping advertisers best understand whether their advertising spend is driving results.

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Jo Piazza is a best selling author, journalist, and (why we’re most excited to have her), a multi-podcast host. Jo saw the opportunity in audio, its ability to reach a diverse and curious audience, and decided to go all in. She now hosts the podcast, Committed, with two additional podcasts to be released this year including Fierce, Stories of Women Who Changed The World. We’ll be discussing her partnerships with iHeartMedia, Tribeca Film Festival, and what the podcast advertising industry looks like through the eyes of a successful host and executive producer.

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In an increasingly-complex media landscape, figuring out which stops along the customer journey signal advertising success has never been more challenging…or more critical. The art and science of attribution is the solution. In part 1 of our two-part series on the subject, LeadsRx co-founder AJ Brown sits down with Veritonic’s Scott Simonelli to discuss what makes it really work for brands, particularly in radio.

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There are lots of professional distributors and platforms in the podcasting space, and yet discoverability has become harder than ever. Most listeners access shows through Apple Podcasts, but many are turning to alternative platforms like Spotify, and Stitcher – where Erik Diehn is CEO. With so much content available, just choosing what to listen to next can be difficult. Eric caught up with Veritonic’s CEO Scott Simonelli about Stitcher’s place in the consumer listening journey, the current state of the podcasting industry and how its advertising arm, Midroll, is helping brands reach consumers in unique and effective ways.

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Evan Lang, VP & GM of Audio at Vox Media was approached internally and asked how they could turn podcasting into a real business at the company. After just two years, they’ve seen real success with shows The Weeds, the Ezra Klein Show, Today, Explained, and Recode Decode. He shared Vox’s approach.

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If you’ve bought tickets for a live entertainment or sports event in recent years, chances are, you’ve at some point got your tickets from SeatGeek. What you might be less aware of though is that SeatGeek is also a pioneer of podcast advertising, spending on shows like The Bill Simmons podcast as early as 2015. Our guest today, Ian Borthwick, now leads the charge, running podcast advertising for the brand as well as its influencer program. He was employee number 80, and since his joining, the company has grown too well in excess of 450. He shares SeatGeek’s approach to positioning its brand on audio and some pointers on where to begin when thinking about how your brand should sound. We’re thrilled to have him on the Sonic Truth.

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Takeaways: 

– The barriers standing in the way of gaining a deep understanding of podcast listeners

– What the future holds for smaller brands looking to get into podcasting

ART19 is an audio platform for hosting, distribution, ad serving, and audience measurement that’s been around since 2015. Think of it as infrastructure for enterprise-level podcast hosting that’s mostly used by publishers. Its clients include Wondery and The New York Times, of which The Daily is one of the biggest shows housed by the platform. Veritonic CEO Scott Simonelli caught up with Art19 CEO Korri Kolesa, previously chief revenue officer at Stitcher, about Art19’s future direction, including the challenge of gaining a deeper understanding of listeners.

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When it comes to radio the way you make people feel when they tune in is everything. As EVP of Content at Alpha Media, Phil Becker breaks down different approaches to building unique local radio brands across Alpha’s portfolio of 100’s of local stations.

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A few years ago on a turbulent flight, Steve Milton heard a noise he associated with entering the “gates of hell”. It was actually the sound from the cockpit to signal he had reached cruising altitude. Milton wondered who made the decision to use that sound, and more importantly: why. Today, Steve Milton runs a successful branding agency servicing all kinds of clients ranging from Tinder to Microsoft.

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