If you’ve ever wondered why “offline” marketing is suddenly one of the most trackable parts of the modern growth stack, this episode is for you. I’m joined by Grant Durando (Right Side Up), the agency partner who first got me into podcast marketing and taught me how the audio ecosystem actually works, from attribution to execution to scaling beyond Meta.
In this conversation, we get practical about what’s changing in 2026 growth marketing: how podcast, radio, and streaming audio are evolving with better measurement, why AI-generated ad creative is getting devalued by consumers, and why more brands are now matching or exceeding Meta spend with podcasts. Grant breaks down concepts like spike-level analysis, how radio attribution is becoming more measurable, and why “opt-in” environments (like podcasts) create a different kind of trust than algorithm-fed feeds.
Grant Durando
You’ll learn:
00:00 Intro & Grant Durando Background
05:11 Why “Offline” Marketing Is No Longer Unmeasurable
06:04 Bringing Podcasts Into MMM & Attribution Models
07:19 How Radio Finally Became Trackable
09:44 Spike-Level Attribution Explained (Radio & Audio)
11:06 Where AI Helps in Marketing Ops (And Where It Doesn’t)
16:26 Why Bottom-Funnel Tactics Are Losing Impact
17:46 The Shift to Podcasts as Top-Funnel Trust Channels
20:22 Why Podcast Ads Feel Like Support, Not Interruption
24:26 Opt-In Media vs Algorithmic Feeds (Meta, TV, CTV)
26:02 Hyper-Personalized Audio Ads & AI-Powered Audio Targeting
28:04 What’s Changed Most in Offline Marketing Over Time
29:13 How to Work With Grant & Right Side Up
30:01 Why Right Side Up’s Consulting Model Is Different
30:48 Final Thoughts & Closing Reflections
