Oxford Road and Veritone One, two leading audio and creator-based advertising agencies, announced their plans to form the world’s largest podcast group and leading creator-based media entity. The deal, facilitated by Insignia Capital Group, positions the companies to transform how brands leverage audio and creator-led content to drive measurable results. Both businesses will continue to operate independently in the near term, with future designs for a unified lead brand.
The transaction unites Oxford Road’s international traction and industry innovation with Veritone One’s advanced technology stack, data capabilities, and creator-led video and influencer expertise. This union addresses a critical gap in the market, offering brands unparalleled access to and performance in podcasting, streaming audio, radio, and creator-based video channels.
“Brands have been missing out on the full power of audio and creator-led content because these highly fragmented channels are challenging for firms without deep subject matter expertise,” said Dan Granger, CEO of the newly combined organization. “Our mission is to redefine the value of these channels for advertisers. With Veritone One’s industry-leading tech and data platform, in combination with Oxford Road’s innovation on behalf of brands, we’re creating an agency that sets a new standard.”
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Key benefits for brands include:
- Unmatched Scale and Expertise: As the world’s largest podcast buyer and a leader in creator-based video, the new entity offers brands access to unparalleled market leverage and expertise.
- Advanced Performance Metrics: The combined company boasts the industry’s most robust data set in audio and creator-based video, delivering superior performance results through insights and optimization.
- Comprehensive Channel Coverage: From podcasts and streaming audio to radio and creator-based video, brands will access best-in-class services across all audio and creator-led channels through a single, integrated agency.
- Innovation in Brand Safety and Measurement: Building on existing tools like Audiolytics™ and new metrics in Brand Safety, the merged company will continue to lead in creating innovative solutions for the industry’s leading measurement challenges.
- Global Reach with Specialized Focus: This creates a unique entity offering the specialized expertise of a boutique agency with international scale, serving both direct-to-consumer and established global brands.
“This endeavor is a pivotal moment for brands seeking the next generation of media opportunities,” said Conor Doyle, President of Veritone One. “Podcast, audio, and creator-based media continue to outperform, but the industry still lags behind other mediums in key areas. Having a shared focus will deliver unparalleled leverage, knowledge, and results for our clients, which helps the industry monetize at greater rates. For those of us dedicated to audio, this is a very good thing.”
The companies will continue to operate each business as usual, with plans for integration and expansion to be announced at a time that best serves all clients.
For brands looking to unlock the full potential of audio and creator-based advertising, this union represents a significant opportunity to partner with the industry’s leading experts, realizing unmatched scale and performance. “The strategic insight and unwavering support from both Oxford Road and Veritone One have been pivotal to Boll & Branch’s success,” affirms Scott Tannen, Founder and CEO of Boll & Branch. “The unification of these two industry leaders will serve as a catalyst for unprecedented growth, empowering brands of all sizes on a global scale.”
According to Tony Broglio, President and Partner at Insignia Capital Group, “The advertising industry continues to rapidly evolve as brands seek more effective ways to reach consumers. We believe these two businesses are at the forefront of digital marketing’s next great evolution with the transformative growth of audio and creator-based advertising. By combining forces, we are empowering brands with unprecedented access to innovative solutions and influential creator networks, setting a new benchmark for the industry.”
Canaccord Genuity served as financial advisor and Cooley LLP served as legal counsel to Veritone. Cascadia Capital served as financial advisor to Insignia Capital and Oxford Road. DLA Piper served as legal counsel to Insignia Capital and Sheppard Mullin served as legal counsel to Oxford Road.
SOURCE: BusinessWire