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• 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.

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