The ubiquity of audio means that it has been taken for granted despite its ability to deliver for brands, says Spotify’s Australia and New Zealand senior creative strategist Matt Bryant.
Speaking at AdNews’s Adelaide Amplified event today, Bryant says that the effectiveness of audio advertising has been unfairly overlooked over recent years.
“I think audio is a tremendously underestimated medium,” Bryant says.
“Perhaps we take audio for granted because we’ve had it for a long time but what we can do today with audio is completely unrecognisable from anything 10 years ago. Audio today is kind of where digital video was 10 years ago. There’s a huge number of things you can do, such as dynamic creative.
“One of the facts that comes back time and time again, and this is from IAB a few years ago, is that 79% of audio consumption happens while people are doing things, for example cleaning their car or working on their laptops. So it is effective, the technology has come a long way.”
Also on the panel with Bryant, Southern Cross Austereo (SCA) national head of creativity for The Studio Marr Dickson, echoed this, saying that audio’s ubiquity has contributed to its perception problem.
“To give you a direct comparison, if you look at standard mobile display advertising, the interaction with that is something like 0.01% - they’re quite low.
“SCA has a product called shakable ads, so you shake an ad and it will take you to another page, such as a competition, and we get 0.1% - so 20 times more effective rates than standard mobile display and that’s really effective. So I would argue that if you’re buying standard mobile display and you're expecting clicks, then you should be buying shakeable audio or one of the audio products.
“And this is the great thing for us with the transition to digital for SCA. The data we get back is the measurability people have always wanted from audio that they’ve had for digital, but with the ubiquity of audio.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.