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Analyzing the Sounds of Super Bowl Spots and Which Brands Won on the Audio Front

This article was originally published in Adweek. The Super Bowl is one of the very few times in the calendar year when marketers are guaranteed to have consumers’ attention. Not many other events gather hundreds of millions of viewers in front of their TVs, eager to watch not only the game itself but the big ads, which have come to gather an almost cult-like following. To make the most of their spot in the Big Game, each of these ads have been visually perfected to the last pixel. But how many have given similar thought to the other side of […] Read more »

What Are We Hearing Now? August 2018

What Are We Hearing Now is Audiodraft’s monthly series showcasing the latest news and insights from the world of audio branding. The importance of what we hear is increasingly important for brands right now. Take a look at the potential audio can bring to your brand and join the conversation! “Technology is moving toward more audio.” The popularity burst of digital streaming technologies is pushing brands to get creative with their content. In fact, some brands have already started to harness the potential of digital audio and music. Bacardi has realized the opportunity for interacting with audiences by collaborating with […] Read more »

Experiment with Kyrö Distillery Company – Changing the perception of taste through sound

 Kyrö Distillery company is a Finnish all-rye distillery founded in 2014 and they have won numerous international awards with their rye gins Kyrö Napue and Kyrö Koskue (incl. World’s Best Gin for Gin&Tonic in IWSC 2015, Gold Medal in San Francisco World Spirits Competition in 2016 and Outstanding Gin&Tonic in IWSC 2017). Kyrö Distillery’s products are sold in 28 countries and their first whisky release is the beginning of an exciting journey into Finnish 100% rye whisky. Audiodraft and Kyrö Distillery Company worked closely to design a tasting experience at Slush Music 2017 to showcase the power of audio […] Read more »

What Are We Hearing Now? July 2018

How are the smart speakers and audio streaming changing our internet consumption behavior? Is audio finally getting the marketing cred it deserves? It’s time to present a new edition of ‘What Are We Hearing Now’, compiling the latest news and insights from the world of audio branding for you to take a look and join the conversation. There’s a lot going on in the audio-first world, so let’s get right to it! Music to tell a story We often say, that music has the power to associate memories and powerful emotions, and now there is all the more reason to stick to that mantra. The […] Read more »

5 Tips for Integrating Audio Into a Marketing Strategy

Article originally published in Adweek on July 5, 2018. As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly content space is multiplying by the minute. To plant a seed in this growing ecosystem, brands need a comprehensive strategy for navigating the flourishing mediums that rely on sound, music and voice. If your brand is not present in these new gardens of growth, then it runs the risk of falling behind companies that have put thought and effort into audio branding. Here are a few tips for creating an […] Read more »

How Music Can Foster an Emotional Connection Between Brands and Audiences

Article originally published in Adweek June 28, 2018. As online video consumption keeps reaching more mind-boggling measures, visual storytelling is becoming a must in modern advertising and marketing. However, before devising your next cunning video campaign, it’s important to get hitched with a partner in crime whose significance in the delivery of the message and branding altogether is often overlooked. Music in advertising, whether it’s in the form of a chart-topping blockbuster music hit, a carefully composed theme song or mere silence, provides the spark that ignites our emotional engines. Moreover, it hands the audience a dictionary of the emotional context associated […] Read more »

3+3 = 2018, The Year of Audio Branding

We experience the world around us with multiple senses. The brand experience is no exception. We have relied heavily on visual branding, even though sight is trumped by hearing and scent on many levels. In 2018 we are moving on from a “visual only” approach and towards an “audio first” reality in marketing and brand development. Here are 6 insights setting the mark for The Year of Audio Branding. Where are we right now? 1. Crowded visual space Brands are all about experiences and stories. These have been widely distributed through marketing and branded content in the visual space. The […] Read more »

Bridging The Gap Between Visual Brand and Audio Brand

Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »

Sound is the Key to Our Emotional Centre

Audio marketing creates a growth in brand value and generates higher sales. As the gap between (emotional and engaging) advertising and a purchase is becoming shorter. That’s why auditive communication boosts sales figures in the highly competitive environment of today. The multisensory media and marketing culture is taking over the plain optical. This means that brands are experienced through all the senses. People can not only see but feel, hear, smell and taste different brands. This development is happening because the senses are the opening to our deep life experiences and to our feelings. It’s very powerful yet indistinguishable by many. That’s why it’s also the right time […] Read more »

Sound Economy Series: 4 Ways Sound Affects Us

  Sound effects us in many ways, though it’s usually very unconscious. That’s why there is no point researching environmental sound or music by asking people what they think of the sounds around them. In most cases, they won’t have noticed these surrounding sounds until you ask – and when you crystallize their perception by asking they will form an instant opinion that probably has nothing to do with the way the sound was affecting them before they noticed it. So although unconscious, the effects of sound are great. Firstly, sounds have physiological effects. Sudden noises can make our brain release cortisol […] Read more »