Audio has the power to trigger emotions, memories and can even develop new feelings, like love and happiness, that empower our current activity or lets us take action to new ones.
Therefore, we can establish that listening to audio, and especially music, is an emotionally engaging activity. I ask myself this question; How should brands approach `disrupting` this emotional activity when it comes to Digital Audio Advertising?
Especially for brands who are new to digital audio advertising and haven’t used audio and voice before in their marketing campaigns, it’s a whole new world and expertise to communicate the brand’s message in audio.
There are many digital audio marketing solutions and they all are produced differently. Examples of different digital audio marketing solutions are; branded playlists, programmatic audio ads, digital radio, voice-interactive ads (or should I say Voice AOR skills), podcasts, digital audio native ads, etc. But in the end it all comes down to audio and/or voice, and how brands interact or communicate with consumers and users through these new digital audio marketing solutions. On top of that brands have to adapt quickly, because the future of voice and audio is already in place. ComScore thinks that 50% of all searches will be voice searches, by 2020. Gartner also believes 30% of browsing sessions will be done without a screen by 2020.
So, to answer my question; Will Digital Audio Marketing Campaigns be effective if we use the same strategy and production skills we now use for our ‘visual’ campaigns? In my opinion, the answer is no.
Of course, there is a difference between voice-interactive skills/advertisements, where the interaction should be as authentic as possible, and audio ads playing when listening to music on Spotify or Pandora, but all these new ways of interacting and/or communicating with consumers and users should be matched with their state of comforts, activities, and moods. This can be done by advanced skills in interactive word choice, interacting with user or consumer movements, different styles of speaking, different voice timbres and moods, different choices of music and sound based on demographics or target audience, etc. And should be approached as branded experiences and content instead of ads.
If brands can adapt these skills and features in their digital audio marketing campaigns, I believe their audio campaigns will be the most effective campaigns they’ve ever conducted.
Keep up to date on my stories where I will go more in-depth in the different digital audio marketing solutions and strategies.