An ad made for traditional radio is rarely suitable for the new connected audio age. Digital audio ads are a completely different kind of listening experience, so we will adapt ads especially for these new audio platforms.
85% of podcast listening happens through headphones
Whether it’s podcasts or music streaming services, the majority of listening to digital audio is done through earphones, and that requires a different approach. It’s a more intimate communication to listeners that are super-engaged in the content they’ve chosen to stream or download.
Digital audio ads are therefore more immersive, quieter affairs than radio ads. If we’re producing a campaign that straddles both, a simple change of music or toning down the voiceover’s performance may be all it needs.
For digital audio advertising with extra edge, use 3D binaural audio.
Headphone listening offers brands the chance to truly immerse the listener in their world with the use of binaural 3D sound. Using specialist microphones and equipment, we can ‘place’ voices, music and sounds in any dimension, vertically as well as horizontally, to create a huge sound stage inside the listener’s head. 3D audio is hard to ignore and a very powerful tool.
Dynamic audio is smart audio, enabling brands to engage individuals with tailored content, and deliver personalised digital audio ads ‘live’ on the go.
We will define the elements we can personalise (such as location, day, time of day and weather), record all the possible variations and combine them with data to serve to the target audience.
Production of a digital audio ad will depend on the number of campaign impressions or podcasts chosen, the duration of the campaign, the type and number of voices and music used, and the number of executions produced for a campaign.
3D binaural audio requires more studio time than standard 2D audio, as does dynamic audio, but we can produce both extremely cost-effectively.