A very interesting case showing the importance of a sonic branding and brand tune based on the example of Mastercard. The global payment card giant was looking for a jingle that would be customized for 210 countries, for every buying situation – and it took them 2 years to find it. The article published in
The latest data shows that today, one-third of Americans own a smart speaker – an amount that has tripled over the past two years. This opens up huge opportunities for marketers and companies who want to invest in voice-activated advertising. Voice-activated advertising has been one of the hottest trends marketers talk about online and at
Research shows listening is now the second most popular online activity among US adults, beating social media browsing, and preceded only by video. This leads to more media investment, with programmatic audio buying a growing part of the overall picture. Because digital audio is a naturally mobile channel – much more so than video, let
The use of voice assistants in the US is thought to be reaching its critical mass, as projected by the research firm eMarketer. This means that the growth might slow down – but it’s nowhere near stopping. According to research, the most used device for voice assistants are still smartphones. eMarketer anticipated that 97.9 million
Rajar – the official body measuring radio audiences in the UK – published the results for the second quarter of 2019. Their research shows that digital radio listening is up to 56% of the adult population in the UK. 89% of them tune into a radio station every week, amounting to 1.015bn listening hours. The
Listening habits are changing as we have access to new tech and devices. According to research by Rajar Midas, these differ considerably according to demographics, which is a useful hint to advertisers targeting different age groups with digital audio ads. For example, the average share for on-demand audio via smartphones and mobile phones is highest
Only, we’ll now call it voice commerce. This year’s CES in January 2019 was deemed the year of voice. Since then, research has repeatedly shown this might well be true, and not just another buzzword. According to the latest consumer survey by Adobe Digital Insights (ADI), consumers are now starting to buy things using their
Paul Cocks, EMEA product strategy lead, Google, shares the experience of an advertising campaign using audio ads. "We ran a campaign with Nestle and Zenith last year to test the effectiveness of this where we used all three and looked at the incremental reach on display and video by themselves versus display, video and audio bundled
Most brands today focus on visual branding without questioning their spending on visuals. But so far, the sound has been mostly neglected. Until now. Online music streaming services, podcast platforms, or even smartphones have made listening to the activity people do more of, and voice-activated assistants are taking that trend to commerce and actual sales.
Audio is by no means a novelty. But with the rise in popularity of podcasts, online music streams, and voice-activated technology, it looks like it’s going to be THE channel everyone talks about this year. According to The Drum, we can expect several audio trends marketers should watch for: Radio has seen a huge comeback,
AdTonos™ is an audio advertising marketplace solution from Radio Net Media Ltd.
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