Colin Cowherd Eats the Ad — And Passes the Baton

NEWPORT BEACH, Calif. — Influencer marketing has become one of the fastest-growing segments of modern advertising. Yet according to Dr. Greg Cynaumon, a Doctor of Psychology and CEO of behavioral advertising agency ADcology, most advertisers still underutilize the true power of influencer endorsements.

“Most advertisers understand the value of aligning their product with a trusted voice — whether that’s a TV personality, podcast host, YouTube creator, radio personality, athlete, or social media influencer,” Cynaumon said. “But too often, that influence begins and ends with the ad itself.”

As influencer marketing expands across TV, podcasts, YouTube, and social platforms, many advertisers are beginning to realize that the real opportunity is not just the endorsement — but how that influence continues throughout the customer journey.

To address this gap, ADcology developed INFLUENCER 360º, a model designed to extend the impact of influencer endorsements beyond the initial ad and into the broader consumer experience.

How Podcast Influencer Marketing Drove Measurable Results for Nature Box

One example of the INFLUENCER 360º model involved Nature Box, a company that delivers natural, healthy snacks directly to consumers.

ADcology partnered with sports media personality Colin Cowherd, who endorsed Nature Box across his TV show, podcast, and national radio program.

Instead of simply reading a scripted advertisement, Cowherd delivered the endorsement live while actually eating his favorite Nature Box snacks on-air.

“He was literally talking with his mouth full,” Cynaumon said. “It was authentic, funny, and instantly believable.”

ADcology also secured the video feed from the show so the content could be repurposed across multiple digital channels.

The footage was shared across Cowherd’s social media, distributed through additional digital placements, and embedded directly on the Nature Box website. Nature Box also received full rights to the video content at no additional cost, allowing the brand to extend the endorsement across its own marketing channels.

Passing the Baton

The next step in the INFLUENCER 360º model is what ADcology calls “passing the baton.”

In a relay race, momentum is maintained by handing the baton from one runner to the next without breaking stride. ADcology applies the same principle to influencer marketing.

Instead of sending listeners or viewers to a generic website, ADcology created dedicated landing pages for each influencer.

When Cowherd’s audience clicked through to the Nature Box site, they were greeted by a video of Cowherd continuing to eat his snacks and reminding them to use his promo code for a special discount.

“The same host who sparked the interest now meets the consumer on the landing page,” Cynaumon explained. “We call it passing the baton — the influencer creates the momentum in the ad, and that same influencer continues carrying the message on the website.”

The INFLUENCER 360° Three-Stage Customer Journey Framework

ADcology describes the INFLUENCER 360º model as a three-stage relay.

First, the influencer sparks interest within their natural media environment — a TV show, podcast, YouTube channel, radio program, or social platform — where trust with the audience already exists.

Second, the baton is passed at the click when the consumer arrives at a dedicated landing page where the same influencer continues the message.

Third, the influencer’s video, voice, and encouragement reinforce the decision, appearing again through landing page messaging, remarketing, email, or SMS follow-up.

“Most influencer campaigns drop the baton at the click,” Cynaumon said. “INFLUENCER 360º keeps the same trusted voice carrying the message all the way to the sale.”

Why Most Influencer Campaigns Lose Momentum at the Click

In today’s fragmented media environment — spanning TV, podcasts, YouTube channels, social platforms, streaming media, and traditional broadcasting — brands often struggle to maintain consistent influence throughout the consumer journey.

“Advertisers are investing heavily in influencer relationships,” Cynaumon said. “But many campaigns still lose momentum the moment the consumer clicks away from the original media environment.”

INFLUENCER 360º was designed to solve that problem by extending the influencer’s presence into the website experience and beyond.

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About Dr. Greg Cynaumon

Dr. Greg Cynaumon is a Doctor of Psychology, behavioral strategist, and CEO of ADcology, a full-service advertising agency specializing in customer behavioral analysis, creative advertising development, media placement, and advanced marketing analytics.

About ADcology

ADcology is a behavioral advertising agency that integrates consumer psychology, influencer strategy, creative development, media placement, and advanced analytics to help brands improve engagement, conversion rates, and return on advertising spend.