Be more fox, less cougar

Trisonic Co-founder and Creative Director has spoken at Mediatel’s ‘The Future of Audio’ conferences since they began in 2019, and this year was no exception, with his popular session “Adapt or Die – Shaping Creative for Optimum Engagement”.

On 28th June 2022, the auditorium at 30, Euston Square was packed for a day of presentations and round table discussions centred around the latest developments in the world of audio.

The conference was subtitled “The Audio Revolution!” and there’s no doubt that audio continues to enjoy an incredible renaissance, made possible by evolving technologies and platforms.

But is audio creative evolving in step with these technologies?  The simple answer is no. The evolution of the way we view and produce audio creative is several steps behind these exciting new technologies and platforms, and all too often the same ad is served to radios, headphones and smart speakers, to listeners enjoying a huge variety of content formats.

To optimise engagement (and maximise the chance of success), Matt knows that we need to adapt audio content for the device it will be listened on, the mood of the content being listened to, and the format of that content.  Don’t let the message be lost, but keep the listener ‘in the zone’.

For an insightful look at how important it is to adapt audio, and how to do it, take a look Matt’s presentation here.


If you’d like to ask Matt any questions about his presentation, or you’d like to talk to us about audio ad production, just give us a call, drop us an email or complete our contact form.

+44 (0)203 370 4939


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