In our digital world, video has once again become the star — its great
when you're at home watching YouTube content on your iPad or scrolling through IGTV on your phone.
Images help to tell a story when you are reading an article online and it stops your thumb when you're scrolling through social media. In both cases, your eyes are locked on the screen.
But audio is different. People wake up to a tune. They get ready for work while listening to the news and they listen to podcasts as they travel to work. People exercise to the rhythm of music and, at home, they relax and unwind to audiobooks.
"Audio as a medium will grow, and as it grows, it will give rise to 'earfluence'," says Jennifer Kavanagh, senior vice president of marketing and media at the Philadelphia Eagles.
People spend more time listening instead of watching because it's more convenient. Audio is always-on. Not only that — audio has a strong link to emotion. Sound can express a brand's values and beliefs in an emotionally direct way, which is why a brand's sonic signature is so important — it is the audio equivalent of their name.
The audio content sphere is currently booming. According to Edison Research, podcasting has been on a steady rise since 2006
, growing by an impressive 300%. So, what are some of the elements to consider for your sonic brand strategy?
Firstly, remember that there's more to audio branding than a single jingle. Every sound that plays during a customer's experience with your brand is an element of audio branding.
From the music you play in a physical store, to the theme track on your TV commercial, to the short notification sound that pops up on your app and the call centre experience — you need a consistent approach to audio branding.
Secondly, remember that sounds make us think and feel a certain way. It's a highly emotive sense. While some sonic signatures are romantic and seductive, others are fun and carefree. Do you want to be dramatic and exciting? Gentle and welcoming? Fun and family-friendly? Make sure your audio matches your brand identity.
Thirdly, your brand voice is a critical part of your identity; the way you sound is part of what makes you unique. While you can convey aspects of your voice through your content marketing and visual media, you'll need to also ensure that your tone is reflected in your audio branding.
Here are some current and future audio advertising opportunities to consider:
Findings from the IAB and Edison Research indicates that 65% of podcast listeners are more inclined to consider making a purchase of a product or service
that was promoted via audio.
2. Programmatic audio
The decline in the popularity of traditional radio has made way for online and digital-radio broadcasting. Programmatic audio uses technology to automate the selling and insertion of ads into digital audio content, delivering targeted campaigns in a brand-safe environment.
3. Voice search optimisation
Ever considered using an audio version of Google Adwords? You should! Smart speakers like Google Home and Amazon's Alexa are not only used for listening, but also for shopping and research. Brands will need to learn to optimise their product pages on search engines to rank as the best answer for voice searches.
4. Voice-enabled advertising
Voice-enabled ads take a voice command from the customer and act on the ad by saying something like 'order now' or 'play now' to perform that required call to action. Previously, Google Express (now Google Shopping), was the only option for this service, but earlier this year Spotify launched voice-enabled ads on mobile devices in a limited US test, and Pandora confirmed it would begin testing interactive voice ads later in 2019.
5. Connected cars
Brands should start investigating the potential marketing opportunities presented by connected cars and autonomous vehicles. Long-form content will work really well in this environment — as long as it adds value.
6. Streaming services
Although some streaming services are ad-free, there are a number of streaming services that are rapidly growing their ad-support. From music to video services, there are various ways to connect with audiences through digital audio adverts.
As these services become more technologically advanced, they can deliver personalised ads based on the available data points. In today's world, where we can geo-target audio messaging to coincide with out-of-home advertising, brands have the opportunity to create some truly remarkable multichannel audio experiences.
Audio branding isn't just a great way to get people to remember your brand, it's also a fantastic way to improve the way they feel about your brand. Remember, it's the consumer that decides who they want to listen to. Your job is to turn up the audio.
For more information, visit www.brandtruth.co. You can also follow BRANDTRUTH//DGTL on Facebook, Twitter or on Instagram.
An audio identity is the signature sound of your brand and can include anything from a radio jingle to a brand-focussed playlist. Its sole existence is to make sure that your brand is easily recognised by consumers. Here's How to create an audio identity for your brand.