by Mikko on March 19, 2018 at 1:41 pm
The visual brand space is becoming increasingly crowded at the moment. Consumers are currently exposed to thousands of visual advertisements daily. As a result, brands are having a tougher time at transmitting their stories and experiences to their already overloaded audiences. As online streaming has gone mainstream, audio consumption has skyrocketed along with it. People now spend over 30 hours per week listening to music and podcasts are on the rise as well, judging by the trend in the United States. Furthermore, audio is now being consumed not only by listening, but speaking as voice search and digital assistants are […] Read more »
by Mikko on March 13, 2018 at 2:13 pm
Smartphones are our pocket-sized traveling companions pretty much wherever we go. While branding and advertising through phone has traditionally been based on controlling and reacting to visual cues, there are places and moments in our daily lives where even the screen must turn off. Enter audio. Smartphones take audio to places where screens stay off Audio’s advantage over visual is that it removes obstacles of viewability. It can be consumed even when your smartphone’s screen is completely off. Digital audio, therefore, is the only source of customer impressions when the device is out of the user’s sight. In fact, smartphones […] Read more »
by Tomas on March 6, 2018 at 12:42 pm
Voice is now an actuality for marketers. Studies of 2017 media consumption sing the same song worldwide, on-demand audio and voice-activated assistants are continuing their rise. More and more brands have adopted or will adopt podcasts as part of their marketing content effort and as an advertising platform. Check out our tips for brands with Three Simple Ways to Sound Brand Your Podcast. This Agency Thinks Advertisers Should Put Their Money Where Their Ears Are Podcasts featuring advertising are a rapidly increasing marketing channel. This quote, in particular, caught my eye. “Podcasting allows larger brands to reach into an incredibly desirable […] Read more »
by Cameron on February 20, 2018 at 4:13 pm
The Sound of the Super Bowl Ads Super-Bowl was a spectacular win for the Eagles. They were not the only winners. Amazon’s Alexa gained a staggering amount of publicity with its humorous and irreverent advert which generated a huge volume of brand awareness and interest. We have seen in-depth analysis on the adverts from every angle possible, but one important emerging angle is yet to be covered. Audio Branding. We studied the genre, instrumentation and mood of each adverts music along with the voice overs to bring you a snapshot of the current audio branding tactics at play in this […] Read more »
by Toni Holappa on February 1, 2018 at 11:19 am
Top 5 Audio Branding and Audio Marketing articles, January 2018 Many things are happening around Audio and Voice right now. Audio branding or audio marketing is already showing a tremendous surge of interest in the beginning of this year. The number of publications on the subject has grown exponentially and we have gathered the most interesting ones from January 2018. We will continue to do so every month this year. Brand owners and marketers will see important developments in 2018 as the trend in audio branding continue to grow. One of the most common audio branding topics on everyone’s lips […] Read more »
by Toni Holappa on January 23, 2018 at 12:08 pm
Within the past year, we have gone through thousands of videos from brands for industry overview analysis and there seems to be a few common blunders that we encounter time and time again. Here are eight common mistakes with audio that brands make in their audio content and how to fix them. Audio Watermark still in the song – When you test out different tracks to your video in the production phase, make sure you have steps in place to ensure that the watermarked version gets deleted or the file is named in a way that it doesn’t end up […] Read more »
by Teemu on January 12, 2018 at 10:59 am
We experience the world around us with multiple senses. The brand experience is no exception. We have relied heavily on visual branding, even though sight is trumped by hearing and scent on many levels. In 2018 we are moving on from a “visual only” approach and towards an “audio first” reality in marketing and brand development. Here are 6 insights setting the mark for The Year of Audio Branding. Where are we right now? 1. Crowded visual space Brands are all about experiences and stories. These have been widely distributed through marketing and branded content in the visual space. The […] Read more »
by Anna on June 7, 2017 at 4:41 pm
Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »
by Anni on March 16, 2016 at 3:13 pm
In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment. Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy earworm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In a […] Read more »
by Anni on March 8, 2016 at 5:13 pm
Originating from a German word meaning “to burn”–recalling the practice of producers burning their mark onto their products–a brand, especially a visual logo, became an essential part of company identities in the early 20th century. Musical advertising goes back at least to 1926. The cereal brand ‘Wheaties’ created a short tune to be played on the radio during Christmas. Sales increased substantially as this marketing tool proved to be extremely effective. Companies understood the value of music, and especially its power to communicate an emotional and lasting message which people can recall long after they have actually heard it. After […] Read more »
