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Top Brands Taking Audio First Approach to Advertising

“There’s something about removing the screen that creates more of a personal connection with the brand.”

Maddy Troy

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In the current turbulent economy brands are continuing to spend on audio advertising in all of its forms. Leading audio advertising executives are attesting to the major growth in their businesses with major brands recognizing the reach, cost efficiency, and emotional connection the medium offers.

This trend may signify the emergence of an audio-first approach to advertising for some brands.

“There’s something about removing the screen that creates more of a personal connection with the brand,” says Adam Pleiman, Sonic Strategist and Creative Director at Cincinnati-based Play Audio Agency, which works with numerous Procter & Gamble brands, global nutrition company ADM, Sports Clips, and other major advertisers, according to Inside Radio.

“Being able to establish your brand’s emotion in seconds flat – that happens through music and sound and it’s more efficient in the audio space,” he says. “You’re able to forge a tighter emotional connection with your target consumer that way, and then that efficiency of spend is huge.” 

Pleiman explains the efficiency of audio is causing an increase in business for his agency from brands “shifting from a visual-first medium to possibly looking at an audio-first approach to their advertising in years to come.”

Vijay Iger, CEO of Detroit-based agency amp sound branding, says drivetime radio not only reaches audiences when they have a “very high attention level,” but the audio medium’s advantage over visual media takes place at a much deeper level.

“The brain digests audio in a slightly different way than visuals and it’s something that sticks really well,” Iger says. “It’s proven that you get a really good solid brand recall in response to audio.”

Amp helps clients like MasterCard, Mercedes Benz, General Motors, and various Kraft Heinz brands translate their brand, mission, and vision into sound that aligns with their visual identity. St. Jude Children’s Hospital and job recruitment service Indeed, both big radio partners, are also clients of the agency.

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Media Business

Median Age of Podcast Users Nearly 30 Years Younger Than Cable TV

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations.”

Barrett News Media

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A photo of a podcast user's cell phone

It is no secret that cable TV has seen the age of its viewers continue to rise. But the entire picture is coming into view when juxtaposed against other mediums like radio and podcast users.

A new report from Amplifi Media shows that the median age of cable news viewers is 70. MSNBC is 70, Fox News is 69, and CNN is 67. That median age means that more than half the viewers are actually older than 70 years old.

Network television isn’t a much brighter picture. In primetime, the median age is 64. FOX has the youngest number at 49.5.

However, the median age of podcast consumers comes in at 34.

Steve Goldstein, Founder and CEO of Amplifi Media, believes the drastically younger demographics of the medium make it an ideal platform for advertisers.

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations,” wrote Goldstein. “We live in an on-demand world, and while other media are adjusting (think streaming apps and YouTube), podcasting has three not-so-secret ingredients that traditional media struggle to match: intimacy, flexibility, and loyalty, which makes podcasting an ideal platform for engaging storytelling, niche topics, and fresh takes.”

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Media Business

Majority of Media Advertising Projected to Be AI-Aided By End of Decade

Forecasts show that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

Barrett News Media

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The rise of artificial intelligence in media has been a focus for several years. But the use of AI in advertising is just getting started, and a new study suggests it will influence the space in the years to come.

GroupM has released its This Year Next Year forecast. In its projections, it believes that AI will be a prominent tool in advertising optimization. By the end of 2024, it forecasts that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

The company also projects that AI-generated content in advertisements will account for 1.6% of all commercials in 2024. GroupM believes that figure is likely to grow to 10.7% by the end of the decade.

While the organization forecasts an increase of $365.9 billion, up 5.8% compared to previous projections, it shows a 1.5% drop in revenue for terrestrial radio, according to RadioInk.

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Media Business

Broadcasters Foundation of America Set for Annual Giving Day Thursday

More than 1,000 broadcasters have been aided by the organization.

Barrett News Media

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A photo of the Broadcasters Foundation of America logo

The Broadcasters Foundation of America is set to hold its annual Giving Day on Thursday, June 13th.

For more than 70 years, the organization has supported broadcast radio and television professionals during challenging financial times. More than $20 million in grants have been funded by the foundation since its inception.

More than 1,000 broadcasters have been aided by the organization.

To donate to the fund, click here.

In addition to its Giving Day, the organization will hold a mixer at the iHeartMedia studios in New York from 5:30-7:30 PM on Thursday.

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