Скачать или смотреть What Makes Audio Ads Work | Stew Redwine at Podcast Movement 2025

What actually makes an audio ad work?

In this special bonus episode of Ad Infinitum, recorded live at Podcast Movement 2025, Executive Creative Director Stew Redwine (Oxford Road) delivers What Makes Audio Ads Work | Volume 3 — his most practical and actionable talk yet.

If you’ve ever asked:

Why do some podcast ads move people while others fall flat?

How can advertisers cut through billions of wasted impressions?

What role do hosts, sonic branding, and AI play in the future of audio?

…then this session is for you.

🎙️ The 6 Keys to Audio Ads That Work

Stew distills decades of research, Oxford Road testing, and the lessons of audio history into six principles you can use immediately:

Host’s Voice – Ads work best when they sound authentic. The host is the bridge of trust.

Host’s Words – Give talent the freedom to speak in their own language. Forced copy breaks intimacy.

Early & Often – Mention the brand within the first six seconds, and repeat every 6–7 seconds.

Sonic Branding – Can listeners recognize your brand with their eyes closed? If not, start building sound assets today.

Distinct & Consistent – Resist the urge to constantly refresh. Repetition creates memory.

Care – Tools like AI can scale, but only human care makes creative worth listening to.

📚 Inside This Talk

🔹 The History of Radio, Fast-Tracked in Podcasting — Drawing from Susan Douglas’s Listening In, Stew shows how radio lost its intimacy under commercial pressure, and how podcasting is racing toward the same inflection point.

🔹 The Maverick Analogy — Stew compares his relationship with his dog Maverick to the relationship between a podcast host and their audience. Just like only Stew can ask Maverick to respond, hosts know the language their listeners respond to.

🔹 The $14 Billion Mistake — Using research from the Journal of Advertising Research and the Ehrenberg-Bass Institute, Stew shows how 84% of ad spend is wasted — and why early, frequent brand mentions are the cheapest fix in marketing.

🔹 Sonic Branding in Action — From NBC chimes to McDonald’s “I’m Lovin’ It,” to Netflix’s iconic “ta-dum,” Stew demonstrates how sound builds memory structures faster than visuals — and why brands must answer the question: “Can people recognize you with their eyes closed?”

🔹 AI & Audiolytics™ — With Oxford Road’s proprietary Audiolytics® framework and new integrations with Wondercraft, Stew explains how AI can grade, optimize, and even produce ads — but why care remains the irreplaceable human ingredient.

🔑 Why It Matters

The U.S. audio ad market is a $17B industry, yet most ads are forgotten. Podcasting, streaming audio, and conversational interfaces are at a crossroads. The brands, creators, and agencies that apply these six rules will win not just clicks, but lasting loyalty.

This isn’t theory. These are tactics you can use today to:

Reduce wasted impressions

Improve brand recall

Strengthen host-listener trust

Future-proof your audio strategy in the age of AI

📌 About Ad Infinitum

Hosted by Stew Redwine, Ad Infinitum is the only podcast dedicated to how audio ads work — and how to make them work better. From deep dives into persuasion frameworks to conversations with industry leaders, each episode equips marketers and creators to raise the standard in audio advertising.

Catch recent episodes:

Shelby from the Future — creative care and collaboration with Shelby Hayden Craig

Put a Little English on It — sonic insights with Giles Martin and Steven Abraham

🔗 Links & Resources

👉 Learn more about Audiolytics®: https://oxfordroad.com

👉 Try Wondercraft (free month, $700+ value): https://www.wondercraft.ai

👉 Follow Stew Redwine on LinkedIn:   / stewredwine  

📣 Keywords for Search Optimization

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✅ If this session helped you rethink how audio ads can work harder, hit subscribe to Ad Infinitum for more insights, frameworks, and conversations about the art and science of audio advertising.