Oxford Road, a marketing company, surveyed big brands that spend lots of money on podcast ads. They found that brands want to spend $1 billion more on podcasts but have some problems. The main issues are that it's hard to track if podcast ads work, YouTube ads don't connect well to podcasts, and companies are worried about using AI voices.
The survey included leaders from 6 of the top 10 podcast advertisers in America. These companies control about 15% of all podcast ad spending in the US. The report shows what brands really want from podcast advertising - better ways to measure success, concerns about too many ads playing together, and what they think about new technology.
Oxford Road also announced they joined with another company called Veritone One to become bigger and serve clients better. This information helps podcast creators and companies understand what big advertisers need so they can get more business.