Why successful campaigns require a multi-sensory approach What makes a campaign newsworthy? This is the question marketing teams are always breaking their backs trying to figure out. A campaign that makes headlines, reaches millions, and inspires worldwide engagement—that’s the dream. Oftentimes, what’s new is generally considered to be what’s exciting. This translates into constantly trying
Written by Paul Smith, SVP of Commercial, AdTonos This past Halloween, we explored the importance of audio when it comes to inspiring dread and, specifically, how horror films use sound to create an atmosphere of fear, tension, and apprehension. Sound has the power to make us feel: if we consider the range of audio media available to
Written by Paul Smith, SVP of Commercial, AdTonos The tagline for Ridley Scott’s Alien, as the title recalls, is: “In space, no one can hear you scream.” It’s one that implies isolation, and moreover, persecution without the hope of salvation. But if you’ve ever turned off the sound of a horror film – perhaps in the
Written by Paul Smith, SVP of Commercial, AdTonos Chances are, if you’re in the advertising business, you may have heard of ‘the attention economy’ (you might have heard of it even if you’re not). The concept in itself isn’t new – the term was coined in a 1971 paper by psychologist and economist Herbert A. Simon –
Written by Paul Smith, SVP of Commercial, AdTonos If the term “sonic branding” sounds new to you, the practice behind it definitely won’t. Many of the world’s biggest brands have their own sonic identity, from McDonalds to Netflix, and if you’re Mastercard, you’ve got a whole catalogue and album under your name. It’s the jingle, the quip,
Next in our series of 'AudioSushi' events: On Thursday the 28th of July, AdTonos successfully hosted its latest in-person ‘AudioSushi’ event at Jin Bo Law rooftop bar, boasting gorgeous views of the city skyline. ‘AudioSushi’ offers an exclusive space where marketers, advertisers and agencies can come together and explore the fast-growing opportunities of the modern
Paul Smith, AdTonos’ SVP of Sales, shares his thoughts on introducing Alexa’s most recent feature: a voice assistant that can imitate/reproduce a specific human voice. Amazon has once again pushed the boundaries of technology – and of social and cultural norms. At the annual Re:Mars conference, held in Las Vegas, senior vice president and head scientist
Paul Smith, AdTonos’ SVP of Sales, shares his thoughts on the biggest music award shows. While the recipients at awards ceremonies are sometimes contested, and the events themselves at times controversial, there is no doubt that legacy celebrations of the arts – Academy Awards, Golden Globes, Grammys – hold considerable sway over the population. From
Did you catch our CEO, Michal Marcinik’s talk at The Next Web? Michal helped counter the misconception that audio is a ‘victim of the background’. Rather, technological evolution throughout history has been driven by audio, and so it’s safe to say that audio can play a massive role in the proliferation of advertising in the
Many thanks to the fantastic organisers behind IAB Forum Warsaw! It was especially encouraging to see ongoing discussions about social and environmental responsibility in marketing, through sessions on carbon footprints as KPIs (led by Spark Foundry’s Małgorzata Hejka, and Zenith’s Agata Szustak), how technology can drive socially responsible marketing (led by Scattered’s Dominik Ryżko) and
AdTonos™ is an audio advertising marketplace solution from Radio Net Media Ltd.
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