# 138: Using Audio Ads to Sell New Hardware Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-08-24
- Length: 27m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products
- Listen: https://productstartup.com/

## Summary

Stew Redwine, Vice President of Creative Services at Oxford Road, explains how hardware startups can leverage audio advertising to launch or scale products like Quip, Theragun, and Tommy John. He details the progression from self-serve platforms like Podcorn and Gumball to concierge agencies, emphasizing the importance of a clear, concise message. Redwine outlines a nine-component framework for writing effective audio ads, stressing that every word must count and that ads should be kept under 180 words for 60-second spots. He also notes that most podcast consumption happens shortly after an episode drops, advising advertisers to use time-bound offers to test channel viability.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=0) Introduction: Stew Redwine and Oxford Road
- [1:22](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=82) Stew Redwine's Career Path to Audio Advertising
- [4:03](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=243) The Power of Audio Ads and 'Theater of the Mind'
- [7:24](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=444) Case Studies: Quip, Theragun, and Tommy John
- [10:44](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=644) Audio Advertising Platforms: Self-Serve vs. Concierge
- [13:24](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=804) The Nine-Component Framework for Audio Ads
- [21:24](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=1284) Ad Length, Word Count, and Testing Strategies
- [24:37](https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products#t=1477) Podcast Consumption Timing and Final Thoughts

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Oxford Road (company)
- Quip (product)
- Theragun (product)
- Tommy John (product)
- Podcorn (tool)
- Gumball (tool)
- True Native Media (company)
- ACAST (company)
- Bowland Brand Sheets (product)

## Related episodes from other shows

- [23: Scratching and Clawing](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-01-19-23-scratching-and-clawing) (Thoroughly Considered)
- [How to Turn Your Brand's Podcast into a Content Goldmine](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-11-24-how-to-turn-your-brands-podcast-into-a-content-goldmine) (Manufacturing Happy Hour)
- [#148 - Meta Ads: AdCrunch, Victor Vo and Andrew DiLullo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-25-148-meta-ads-adcrunch-victor-vo-and-andrew-dilullo) (The Startup CPG Podcast)
- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [55: Embedded Systems and Cricket](https://hardwarepodcasts.com/podcast/embedded-fm/2014-06-12-55-embedded-systems-and-cricket) (Embedded.fm)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2022-08-24-138-using-audio-ads-to-sell-new-hardware-products. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.