Instead of a ‘one size fits all’ campaign, a unique audio-spot for each individual listener. Is that possible? Well, dynamic audio will bring you a long way. By utilising target group data, and playing on it in a creative way, your communications can have much more impact. Discover how you can improve the relevance, memorability and conversion of your next campaign. Dive into the tool box called dynamic audio and craft an audio spot for every listener.
Data-driven creativity
It is of course the age-old law of marketing: put the consumer front and centre. With the flood of data these days, that is becoming increasingly easy. The possibilities of technical production also allow us to maximise our response to the needs of the client. With dynamic audio you make use of all the data points known about your target audience. A medium such as Spotify for instance, knows the gender, musical preference, mood, device and location of the listener. You can supplement this data further with information from other places, such as the weather, travel news or current affairs.
Personalised Advertising
OK, so you know quite a lot about the person who is listening to your audio ad. You can optimise how you use this in your messaging so that the listener feels as if the spot has been specially made for them. You can imagine just how much that increases its impact. Let’s take a look at a concrete example of dynamic audio. A brand that sells ready-made pasta sauce, plays on the listeners who are currently stuck in traffic by directing them towards their website where they can find quick and easy recipes. A DIY store serves one city, where the weather is pleasant, their garden assortment. And in another, where it’s raining, their DIY offers. In this way your campaign can literally change with the weather!
Surprising spots
Because dynamic audio is not yet being used at scale, you can really surprise your listener with a personalised spot. Telecoms provider O2 used geo-location to play an ad about the Samsung Galaxy 8 to drivers, just as they were passing a billboard about the smartphone. Gatorade played customers a spot about their drinks during their workout. KLM and Deliveroo tested personalised audio commercials on Spotify. And one rainy Saturday afternoon in Northampton, Virgin Atlantic broadcast a spot which told listeners just how they could escape that rainy Saturday afternoon in Northampton by buying a ticket in their sale:
Thousands of versions
Nice, that personalisation. But, with all the variables in the data you can end up with thousands of ad-spot varieties. On the production side of things, there is the task of recording all those varieties. Think of breakfast, lunch and dinner. Sunny or rainy weather. Or all the major cities in a country. A technical partner ‘edits’ the spots as necessary so that you can really play on an exact moment. Precisely, programmatic advertising. Thanks to the high degree of automation it becomes possible to use tens of thousands of different ad-spots at the same time.
Is it time for drinks? How would you combine the data of your clients with your messaging in a creative way? How would you mix tech and creativity together to craft a unique experience for your listener? Voicebooking and Spotify are on hand to help you develop audio ads that stand out and convert far more successfully than normal spots. Let´s get dynamic!
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