Why is personalized audio the next big thing? Discover what the future “sounds” like
The audio landscape has come a long way since its early rise in 1919. Today, Audio is no longer limited to radio broadcast through blunt loudspeakers. Thanks to digital transformation, we will help you understand how advertisers can benefit from a marketing goldmine that commands various streaming audio networks for both music and podcasts. So, Why is personalized audio the next big thing?
Let’s review the facts.
Today, there are 204 million digital audio listeners in the U.S., and American audiences do spend more time listening to digital audio then browsing on social media platforms.
According to a recent study by Statista, Digital Audio Advertising is growing year after year. The Ad budget in the Digital Audio Advertising segment alone is projected to reach US$4,499m in 2020.
This fact alone makes digital audio to a whole new level in today’s digital activity.
However, lots of advertisers still fail to notice that tailoring and targeting are not one and the same thing.
Addressability is never enough to meet a listener’s individual requirements since it lacks the whole personalization elements.
According to Ad guru Dave Trott, recent studies state that just 4% of advertising is remembered positively, 7% is remembered negatively while 89% isn’t noticed or remembered at all.
In order to grab a listener’s full attention, advertisers must balance targeting with creative personalization in their audio ads. Once both elements are combined, they create a contextually relevant content that will speak to listeners on an individual basis, forming a much deeper and noticeable impact.
How? By targeting specific individuals with ads specifically tailored to match their interests, instead of sending one general message to mass audiences.
The fast-technological innovations have given advertisers the ability to take a huge leap in their approach to personalized audio through 3 basic techniques:
Embrace the power of data-driven advertising
As we mentioned above, audio is becoming smarter every day, and the days of random blasts and generalization are far behind us. As a result, advertisers need to adopt a far more personalized audio marketing experience to grab the attention of their listeners. It’s like playing the role of a chameleon that changes his colors continuously to fit “your” preferences. Just imagine the distinctive impact of hearing a food delivery ad on a Friday night, when you have no energy to cook.
At its core, data-driven personalization grants advertisers the power to deliver value to their listeners at just the right moment, making the ad most relevant to their instant condition.
By operating high-level stitching capabilities, many versions of innovative elements can be dynamically combined according to data points including local weather conditions and the device someone is using.
The same audio ad can create millions of permutations automatically, and the listener gets to hear the most relevant one to them in their instant circumstance. British Gas, the largest UK energy and home services company, was able to create a unique experience and implement this technique in audio ads, by calling out a listener’s location and referencing their local temperature to make their product extremely relevant.
Aim for a less robotic and more human speech synthesizer
AI-generated voice is making remarkable leaps in technology. These advances happen to be very beneficial to dynamic audio advertising.
It is true that synthetic voice or text-to-speech (TTS) had its own golden moments in digital audio. However, it has always given a robotic and artificial aspect. Thankfully, digital innovation today has the solution to this problem, due to its capacity to test and recreate people’s voices. This new voice recreation ability is so flawless you wouldn’t be able to distinguish genuine from synthetic.
So now, thanks to these advancements, dynamic scripts can generate multiple versions of audio ads without even having to record matching versions of individual voiceovers.
You can never tell the difference between dynamic audio campaigns that use synthetic human voices from non-dynamic broadcast-style ads. We can use Amazon Alexa as an example: Instead of being limited to pre-recorded content, users can now hear Samuel L. Jackson as a voice assistant replacement with audio responses, mainly produced by neural text-to-speech technology that imitates the actor’s voice.
And we can all agree that there is nothing more genuine than Samuel Jackson’s voice.
Do not neglect the emotive storytelling factor
Personalization does not come without an emotive aspect and advertisers know this for a fact. If we’re seeking to create a human connection, we have to do that by using related relevant stories in the same context.
Basically, our perception of brands is a mental creation, in regard to how we feel about these particular brands. And what better way than audio signals to stimulate our feelings?
In order to create an emotional connection with listeners, advertisers have to structure their conversation in the same way humans impulsively do when they’re talking to each other, by using information easily accessible to them. Advertisers can depict this information by identifying the type of content the user is listening to or the platform they are using to recognize their interests and tell which version of an ad is served. If they want to guarantee they are building on the brand story instead of echoing the same message, advertisers can also take into consideration if the listener has heard already the ad.
In conclusion, it is no secret that audio advertising has taken a great leap since the early mass radio broadcasting.
This giant leap left its prints on investments whose rapidly increased numbers can witness for. A recent report forecasts that total audio advertising will grow from $18.7 billion in 2019 to $23.2 billion in 2025 for a 23.9% increase over the period of six years.
To make the most of this investment and preserve the promising bright future of audio, ad advertisers should never this essential success combo: readily available data, technological advances, and emotive storytelling.
Why is personalized audio the next big thing? The combination of these 3 factors alone is enough to catch any listener’s attention.
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