This week on the Media Roundtable, we’re giving you a front-row seat to the 2025 Chief Audio Officer Summit for a case study breakthrough that could change the way podcast advertisers think about YouTube—or at least how they measure it–forever. Led by our own Giles Martin (EVP, Strategy & Insights, Oxford Road), this session marks an industry first: using passive panel data to measure the true impact of podcast simulcasts on YouTube. The pilot study, developed in partnership with Keith Friedenberg of Media IDentity Graph ( MIDG ), measures what marketers have only guessed at—and proves YouTube podcast ads can deliver statistically significant lift. This episode is a companion to our groundbreaking white paper, Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement , available NOW for free download: https://oxfordroad.com/simulcast . "To our knowledge, this is the first time YouTube podcast impressions have been specifically measured—and we’ve been able to put a number on what they contribute to a client’s business." —Giles Martin The team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .
