Study: YouTube ads work up to 25% worse than audio

• Why would anyone knowingly buy ads on a platform that works up to 25% worse? New research today from Oxford Road suggests that, in spite of the hype around YouTube, ads on YouTube shows are less effective than on audio-only podcasts. The data is based on more than a thousand campaigns - and shows that video comes at a heavy cost to advertisers, who might be better buying audio instead.

  • The data is also covered in the Wall Street Journal today.

• Initial Group has acquired podcast and YouTube producer Silver Tribe Media. No terms were given; the company will be called Initial Digital. Silver Tribe’s clients include Oprah Winfrey’s Harpo Studios, and Colin Cowherd’s The Volume, among others.

• Now, short-form video is coming to books. Audible is adding swipeable vertical videos in its app, including trailers, author interviews, and behind-the-scenes clips, for select publishers. Here’s an example of what you might see.

• Looking for new shows to try over the holidays? New Podcasts has plenty, but Greg Wasserman has summarised all the podcast recommendations he’s made this year. So have Tink, which has produced the company’s Audio Delicacies feature (complete with a playlist on Spotify so they’re all in one place).

• The Media Leader asks why are brands ignoring female-hosted podcasts?

Programming note: Real podcasters never stop, and nor do we; we publish every day over the holiday period, yes, even that one. Stories etc to editor@podnews.net

Moves and hires

• Stephanie Wittels Wachs is to become CEO of Lemonada Media. The current CEO, Jessica Cordova Kramer, will remain a board member “and a super fan”.

• Dan Bongino misses podcasting so much, he’s leaving the FBI, he’s announced. President Donald Trump said “Dan did a great job. I think he wants to go back to his show.”

Podcast News - with Airwave

With Airwave: On This Day in History today, the Mayflower arrived at Plymouth Rock on this day in 1620. Check in every day to hear the top historical event for this day in past years.

UCAS Choices is a podcast to guide young people in the UK on their choices in further education, from university admissions through to degree apprenticeships. This week, joining apprentices from McLaren Racing, is the UK Prime Minister Sir Kier Starmer. He talks about apprenticeships and his own experience entering the workforce.

So True with Caleb Hearon has signed with Wave (Wave Sports & Entertainment). The first episode under the Wave umbrella premieres today, with a weekly release schedule and a guest list of some of today’s most compelling voices in comedy, entertainment, socio-politics and culture.

The award-winning 5 Random Questions returns this week for Season 5, with a story you couldn’t script if you tried - guest Deb Brown, a 3.00am rave in Chicago, tequila, and a very unexpected introduction to Oliver Stone.