#audio-advertising

#audio-advertising

Sound is everywhere. It fills the in-between moments, fuels our routines and connects us emotionally in ways that no other medium can. Yet, for all that time and attention we give to audio, ad dollars haven't kept pace. This is what I call the "sound gap," the persistent disparity between the time consumers spend listening and the investment advertisers make in reaching them. For more than 30 years, I've dedicated my career to closing the sound gap. Now is the time.

What is the most powerful performance driver in advertising? Keller answers his own query this way: 'Not your media plan. Not your targeting strategy. Not even your click-through rate. Creativity. Full stop.' In a new column (HERE), Keller asserts that audio is effective explicitly because it is invisible. Sound invites imagination by tapping into a 'theater of the mind,' speaking directly to emotion and memory. One key: 'Build audio in, don't bolt it on.'

Now that sketch did have a glaring omission: audio. Time to take another look and add audio into the mix. Audio is one of the most overlooked channels in data-driven marketing. Sure, it has measurement issues and can't compete with the last-click attribution "goalhangers", taking all the glory and reward for handy conversion tap-in (Google, Meta, Amazon et al). But that will be fixed, as we build AI powered attribution.

And remember when we used to talk on the phone? Actually answer calls? Speak to humans? Luckily, the mailbox saved us, at least for a while, until it started telling us not to leave voicemails but to text instead. Voice notes came next. Great for the lazy typers, less so for the unlucky listener trying to find the right "environment" to hit play. We traded ringtones for vibrations, calls for texts... and now suddenly we're all excited because GenAI has voice mode.

Addressing the market's growing demand for unified programmatic solutions, Novicue has launched a future-focused supply-side platform (SSP) that combines CTV and audio advertising capabilities with premium inventory access. Novicue's SSP is a one-stop solution for brands, independent agencies, and publishers looking to harness the potential of CTV and audio advertising. Brands and agencies can partner with the SSP to access a wide pool of brand-safe, verified publishers and target their ads to the right audiences at the right time.

Amaze Media Labs is releasing YouTube Promotion Campaigns, a proprietary growth solution to drive video views, engagement, and subscriber growth on YouTube through targeted ad placements.