The leader in creator-based advertising across podcast, video and emerging audio appoints Sam Cosby to lead creator content strategies and Lindsay Smith as head of audio insights
Ad Results Media (ARM), the leader in creator-based advertising across podcast, video and emerging audio, announces an expanded leadership team in the company’s continued pursuit of future-proofing brand and growth marketing strategies. Lindsay Smith is appointed VP of Audio Insights to oversee a robust and dedicated team related to real-time ad monitoring, ad grading and ad resonation insights and brand safety and brand suitability. Sam Cosby joins the company’s leadership team as Senior Director of Creator Content. In this new role, Cosby will be responsible for leading all co-created YouTube brand experiences for ARM.
“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.”
“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 break through,” said Marshall Williams, Partner and CEO of ARM. “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.”
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As brand safety and brand suitability become the next frontier in audio, Smith’s team is setting industry standards for real-time audio monitoring and analyzing. This Audio Insights team monitors all news and trending topics for existing content in real-time while simultaneously vetting new shows as they break into the audio and creator-based video space. Specific advisory buckets and key terms based on GARMs brand suitability framework to ensure their client’s ads are placed safely across audio and video shows. This real time ability to monitor and forecast a show’s probability to touch on divisive subjects is new to the marketspace and crucial to keep brands safe across the medium.
Cosby brings over 10 years of experience in production, advertising and digital marketing to ARM. In his previous role, he led creator-based content strategy across video mediums at Policygenius and is bridging many of the best practices established while working with podcast hosts over the last decade 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,” says 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.”
With new service offerings to enhance both the audio and YouTube creator economies, ARM is able to more effectively dissect the audio and video universes to drive a more strategic and effective approach to their client’s growth and brand suitability strategies while continuing to innovate to keep brands ahead of the next big thing.