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Audio Do’s and Don’ts Learned From This Year’s Cannes Lions

This article was originally published in Adweek. As media all over the world breaks down the aftermath of Cannes, conversations seem to revolve around one word specifically: purpose. From the audio branding industry perspective, it’s hard not to feel like Mr. Burns about it: Excellent. This is great news because sound’s ability to transcend something as intangible as purpose to create palpable brand appeal is remarkable. The following picks from this year’s Cannes prove this to be true. Furthermore, they show why choosing the right sounds are pivotal to your brand’s emotional delivery. If you want your message to resonate, DO […] Read more »

3 Steps for Creating a Successful Branded Podcast

This article was originally published in Adweek. Podcasts have taken the pole position for the new wave of digital advertising. Their consumption has been on a steady upward trend, which is expected to continue as more audio-first platforms, devices and gadgets appear in our homes and shape the ways we consume sound. What’s more, a Nielsen study commissioned by Midroll reported that podcast advertising delivers 4.4 times better brand recall than other digital mediums even against visually striking display adverts and videos. All odds are suggesting that the year 2019 will be a record-breaking year for podcasts, both in consumption and return on investment. Whether […] Read more »

What Are We Hearing Now? June 2019

“Sound can express the brand belief and values in an emotionally direct way. Sound speaks to our deepest emotional instincts and bypasses our rational brain.” These wise words are from Thomas Marzano, global head of brand experience at Philips who was interviewed in a recent Forbes article about how big companies are engaging in audio branding. Philips is yet another world-renown enterprise to join the likes of Mastercard, who have recently embarked on a quest to investigate the sonic side of their brand personas. What else have these household names figured out about audio branding that makes it worth all the investments? […] Read more »

What are we hearing now? May 2019

As we marketers know, the competition for people’s attention is a tough game. We at Audiodraft believe in the power of audio in this. It has the capability to enhance brand recognition and recall quite brilliantly. Over the past year, we have collected the most insightful audio branding and audio marketing articles to our monthly ‘What are we hearing now?’ blog post series. Here is our May 2019 selection: In an Audio-First World, Can Your Audio Identity Come Second? (adageindia.in) As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly […] Read more »

How Retailers Can Connect With Consumers Using a Dynamite On-Brand Audio Strategy

This article was originally published in Adweek. So far, studies have shown varying results on the effect of in-store music on customers. Whatever the outcome might be between positive and negative reactions, however, one thing is clear: The design of the soundscapes and their correspondence to the overall sensory experience of the service setting seems to be the watershed between them. For example, a study conducted in a U.S. supermarket chain found out that when the music was played in a faster tempo, consumers spent considerably less time in the store, and on average, the slower music ended up increasing the […] Read more »

What are we hearing now? April 2019

Top 5 Audio Branding and Audio Marketing articles, April 2019 Many things are happening around music and voice right now. The interest in audio branding and audio marketing is surging and will keep escalating as the year goes by. The recent number of media attention on the subject has grown exponentially and we have gathered the most interesting ones for you to read in this month’s ‘What are we hearing now?’ edition. Want To Break Through The Noise? Songsmith Your Brand  (entrepreneur.com) We have been talking about “voice-first” era and screen free world for a while now. With the recent innovations […] Read more »

What are we hearing now? Audio Branding

Last month it felt like audio branding was on everyone’s lips. Gary Vaynerchuck’s article was shared by every other marketer and Voices.com had a great article published in AdAge. This time, our monthly selection of articles takes a look at why audio branding deserves all the recognition. 5 Predictions For The Future Of Audio Marketing (CMO.com) Sound has an uncanny ability to enhance brand performance and like Ogilvy said about the latest marketing trends: “For the first time, marketers will have no choice but to consider the audio characteristics of their brands.” In our predictions for the future of audio published in […] Read more »

5 Predictions For The Future Of Audio Marketing

This article originally ran on CMO.com. In 2018, many companies started to explore the business potential of sound through audio branding. An increasing number of brands ventured into new territories, including podcasting, playlist curation, artist collaborations, and even hosting their own music festivals. But this is only the beginning. Based on hundreds of articles, customer cases, and industry trend reports, I am making the following predictions about the future role of sound in marketing with the hope that they will inspire your brand to use custom audio to empower your brand performance. 1. More Branded Audio Content Will Be Needed “Sound […] Read more »

What are we hearing now? Voice-overs

Voice-over plays an integral role in your productions and voice-first mediums are becoming more and more fruitful grounds for us advertisers. So we thought this month would be a good time to check the selection of last month best articles about voice. An Essential Guide To Choosing Video Voice Over (Animatedvideo.com) Choosing the right voice might feel like walking on a minefield. This article gives a great basic understanding of what to take into consideration when choosing a voice over for your production. Why Doesn’t Your Ad Have A Female Voiceover? It Should. (Mediavillage.com) Female voice-overs for the win. Several […] Read more »

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 »