Ad Results Media, a major buyer of podcast and other audio advertising, is expanding its leadership team with a pair of staff moves. Lindsay Smith has been promoted to Vice President of Audio Insights and Sam Cosby joins the company as Senior Director of Creator Content. Ad Results Media says the moves are designed to expand its expertise and grow its business by tapping into the creator economy.
Smith has been at Ad Results Media since 2015, most recently as Senior Director of Audio Insights. In her new role, she will oversee the ad agency’s team related to real-time ad monitoring, ad grading, ad resonation insights, and brand safety and brand suitability.
Cosby arrives at the Houston-based ad agency with more than a decade of experience in production, advertising, and digital marketing. In his previous role, he led creator-based content strategy across video mediums at Policygenius, and in his new role Ad Results Media says he will bridge many of the best practices established while working with podcast hosts over the last ten years into working with established and burgeoning YouTube creators.
“I think YouTube is one of the most honest platforms when it comes to co-created content. It feels more authentic because the videos are longer—usually, at least 12 minutes—and the brand or its desired talking points are central to the content of the video,” said Cosby. “In fact, the audiences of YouTube creators often welcome the inclusion of brand sponsors because they appreciate supporting their favorite creators. It’s a massive opportunity for brand co-creation.” Ad Results Media has placed more than $2 billion worth of audio buys during the past two decades and as it goes forward, the company is putting more focus into how those ads are placed. CEO Marshall Williams announced last August that Ad Results Media is developing an audio-to-text brand safety tool that would sort shows for keywords and the number of times they are used in an episode. He said it was designed to help make marketers be aware of the environment in which their ads appear.
“Data science, platforms, and emerging audio endeavors are enhancing and changing our work every day, calling for data-driven strategic guidance, industry, and media buying expertise, and creative excellence to breakthrough,” said Williams in Wednesday’s announcement. “ARM has existed for decades to provide best-in-class media planning and buying experiences for high-growth and established brands. We are not only the leading global purchaser of podcast advertising, we’re also paving the way forward for brands in both personality-driven audio and video. This winning formula simply wouldn’t be possible without the dedication of our leadership team and their expertise in driving the audio and creator-based video industry forward.”
Link to original Insider Radio article.