The Secret to Engaging Listeners with Sound

In today’s crowded media landscape, capturing attention requires more than just clever visuals or flashy designs. According to audio branding experts Ralph van Dijk and Andy Maxwell from EarMax Media, sound is the key to building authentic connections with audiences. Speaking with Liana Dubois on the Talking Media podcast, the duo shared insights into how audio advertising creates deeper, more meaningful engagements compared to traditional visual ads.

“Our Ears Are Our Best Bull**** Detectors”

Van Dijk, founder of Resonance Sonic Branding, explained that audio engages listeners on a personal level by inviting them to co-create the experience. Unlike visual ads, which are often passively consumed, audio activates imagination and fosters participation.

“An authentic-sounding audio ad is far more powerful than a visual ad,” Van Dijk said. “The audience is listening, involved, and creating pictures in their mind. If the creative is good, you’ve got them participating.”

This co-creative process makes audio uniquely effective in cutting through the noise of modern advertising.

Sonic Branding: The Power of Recognition

Van Dijk highlighted how iconic brands like McDonald’s, Woolworths, and Bunnings use sonic branding to build instant recognition and trust. A simple melody or audio cue can trigger brand recall—even when listeners are distracted.

“McDonald’s is the poster child for this industry,” Van Dijk remarked. “I probably don’t even need to hum it for you to recognize it.”

He emphasized that consistency is key. Brands like Woolworths and Bunnings have used sonic cues for years, embedding themselves into listeners’ minds.

Podcasts: A One-on-One Connection

Podcasts offer an unparalleled opportunity for advertisers to connect with audiences in a highly engaged, focused environment. Maxwell explained that podcast listeners actively seek out content, creating a receptive atmosphere for advertising.

“This is content people are going out of their way to find,” Maxwell said. “75% of podcast listeners tune in to learn something new. They’re super-engaged and attentive, which is why the creative and context of an ad matters so much.”

Unlike traditional radio ads designed to interrupt, podcast ads thrive on authenticity. Whether through a host-read ad or a well-placed spot, the key is to match the tone and context of the podcast.

Building Trust Through Sound

The experts emphasized that trust and authenticity are the cornerstones of effective audio advertising. This means avoiding “shouty” ads and instead focusing on creative approaches that resonate with listeners.

Van Dijk and Maxwell agree: the best audio ads don’t feel like interruptions—they feel like part of the experience.

Takeaways for Brands

If you want to make a lasting impression, invest in authentic audio advertising:

  • Leverage Sonic Branding: Consistent audio cues build instant recognition.
  • Create Relatable Content: Focus on ads that connect emotionally with listeners.
  • Maximize Podcast Potential: Align your message with the podcast’s tone and audience.

As audio continues to grow as a preferred medium, the brands that embrace sound strategically will stand out in the digital age.

So, what’s the secret to unforgettable advertising? Let your sound do the talking.

Source: mediaweek article.