Chris Erwin’s Post

https://lnkd.in/gK2jBr27 Audio ads that make listeners feel more positive can “dramatically” impact consumer behaviour and deliver longer-lasting brand effects, a new study has found.  Radiocentre, the trade body for UK commercial radio, partnered with System1 to further the latter’s research into hemispheric specialisation – and the subsequent impact on advertising effectiveness. Specifically, researchers took the findings in Lemon (2019) and Look Out (2021), written by Orlando Wood, System1’s chief innovation officer, and adapted them for an audio media context.  Hark, what a sound Rather than focus on TV and video qualities, System1 focused instead on the creative devices that may be used in an audio ad.  Qualities appealing to the right hemisphere (associated with ‘broad-beam’ attention) include characters with vitality, ‘dramatic intimacy’, distinctive accents and music with discernible melody. Conversely, devices appealing to the left hemisphere (associated with ‘narrow-beam’ attention’) include commanded action, comparisons and claims, technical language and highly rhythmic music.  System1 analysed Radiocentre’s bank of more than 1,000 radio ad case studies, using its Star Rating, Spike Rating and Fluency Rating methodology to identify trends in effective radio campaigns. Feel-good effect Presenting the results of the study (called Listen Up!) at Radiocentre’s Tuning In event in London, the researcher revealed findings including: Audio ads that make listeners feel more positive dramatically change consumer behaviour (+8.2% more consumer action) and deliver longer-lasting brand effects. Radio campaigns that create more positive and less negative emotion saw large increases in word-of-mouth and uplifts in social sharing. Optimised audio adverts are effective at attracting attention and forming strong memories, increasing short-term effects. Audio ads with more right-brain features are more likely to cause longer-lasting brand effects. Sourced from System1, Radiocentre

Advertisers are continuing to put their budgets behind audio, and here’s why: Audio represents one of the most intimate channels, where listeners have a close and direct relationship with the content of their choice. It has never been so diverse and dynamic, and it’s continued to grow as technology has evolved with an ever widening range of revenue models, content and delivery systems. Thanks to growth of both global and local networks, this is very favorable news for all media stakeholders, particularly advertisers as it provides them with opportunities to create high reach campaigns targeting niche audiences. 🎯 The issue here is that the money is largely being spent with large networks, as opposed to independent publishers, but hey - it’s a start, something to build upon. I firmly believe that publishers (big or small) with a strong focus and great content are experiencing growth or, at the very least, on route to growth. #audio #digitaladvertising #advertisers #media #strategy

Hint to marketers…big ROI to be had when you can show up in environments that drive emotional responses (like weather, fan engagement, audio)… influencing their consumer behavior. This has a direct tie to how they navigate the sales funnel from the buyer end. Enhancing audio quality in ads through technology improves customer experience. As listening environments evolve across various media platforms, audio advertising offers a refreshing alternative to saturated visual ads each year. #Advertisement #OOH #MarTech #AudioAdvertising

~ BRANDED ENTERTAINMENT ~ Any kind of entertainment that is intentionally designed and branded with a company's name or emblem is known as "branded entertainment." Many advertising executives and marketers find it difficult to provide ground-breaking material that viewers won't miss in today's on-demand environment. A more effective and constant marketing method to engage attentive consumers on a worldwide scale is brand integration. Few benefits of branded entertainment are: Reach attentive viewers, perpetual advertising, tap into established audiences, reinforce brand ethos and mutual benefits. Branded Entertainment example: Did you know that viewing films like The Lego Movie or Marvel movies amounts to seeing a two-hour advertisement? For decades, products like Aston Martin, BMW, Omega, Rolex, Belvedere vodka, and many more have been promoted through films like James Bond. These kinds of films are what branded entertainment is all about. They captivate the audience and create an emotional bond between the audience and the brand. The same idea may be applied by brands to increase interaction with a sometimes elusive audience. #HOST1173 #brandedentertainment #marketing #socialemediamarketing Ron Caughlin https://lnkd.in/ezn6QPGV

https://lnkd.in/gebs5ZBt A new #audio analytics offering for advertisers is expected to give #radio and digital audio a bigger seat at the media planning table. Horizon Next, part of agency giant Horizon Media, has partnered with ArtsAI, a Claritas-owned consumer tracking & #attribution platform, to launch an enhanced audio analytics service that promises increased transparency for radio/audio, which has historically been difficult to measure and optimize. A marriage of audience measurement with technology & analytics, the partnership is being positioned as a way to demonstrate the true impact audio investment has on an advertiser’s bottom line, offering a more accurate way to measure the relative #ROI of radio. Under the alliance, Horizon Next has added audio attribution to Intersect, its proprietary analytics platform. With the ability to incorporate real-time data and performance results across channels and tactics into its models, Horizon Next says in a news release that it “is empowering brands to optimize and scale their media investments.” For broadcast radio, streaming audio, podcasting and satellite campaigns, the enhanced capability allows Horizon Next to assess audio’s contribution to client KPIs and provide omni-channel measurement and optimization across traditional and digital channels. Simply put, it can measure when people are exposed to audio ads that drive them to a client’s commerce site and take an action there. Individual level media exposure and return path data are tied back to Horizon’s identify-based framework and connected marketing platform, blu. Russo provided a live example of an anonymous Horizon Next client’s performance across the media channels measured alongside audio in its Intersect model. “The audio cost-per-visit is $3.62 compared to $5.63 for linear video and $4.82 for OTT,” she explained, noting, “Ultimately, this is the gold standard: What was the cost-per-lead, or the cost-per-sign-up.” Although Russo would not disclose the explicit impact of the new audio data on its media plans, she said that it has translated into a “double-digit” increase in average client audio budgets. “We’re seeing increased investment [in audio] because of this,” she said. “It’s changing the media plan.” Radio has long taken a backseat in media planning by large national brands because the MMM they use have historically underestimated the value of radio & overestimated the value of other media channels. Adding audio to Horizon’s Intersect platform is seen as a way to better gauge the impact of radio, streaming audio and podcast campaigns.

🤳🏽 If your brand is sleeping on TikTok as you're not sure if it's right — either from a brand positioning, creative, or customer engagement perspective, the short-form video giant is trying hard to get marketers' attention. New creative features, ad tools, insight and reporting have all recently been added to the platform, as ByteDance continues to tempt budgets away from Meta and Google: https://lnkd.in/eqvPhJxG

Spotify launches a new in-house creative agency https://ift.tt/W325tqr Today, Spotify has announced its new in-house creative agency - Creative Lab - that will work with brands and agencies to inspire, create and scale creativity with Spotify-first thinking. This service will be available in 11 markets including India, the US, Brazil, Mexico, Japan, Singapore, Australia, the UK, Germany, France and Italy. As part of this, the local Creative Lab teams in the markets will provide more local and nuanced insights, and work closely with brands and agencies to build campaigns through workshops, inspiration sessions, and collaborative ideation and conception. Brands such as The Coca-Cola Company and Royal Enfield, among others, are already using Creative Lab to strengthen their brand storytelling in India. “Spotify inspires artists, creators and advertisers at every stage to do what they do best: create. We currently work with brands to help them reach new customers, strengthen brand reputation, and deepen trust. Through Creative Lab, we want to focus on providing an additional service that enables brands and agencies to design their campaigns and messaging for the Spotify audience”, said Arjun Kolady, Head of Sales - India, Spotify. With Creative Labs, Spotify aims to leverage the creative, cultural and contextual potential of the platform that fans love, to help advertisers reach its hyper-engaged audience.  via Social Samosa https://ift.tt/3N8AKlW June 13, 2024 at 10:25AM

It only took three days for me to find new passion(s). Streaming Media NYC was an incredible experience. I will admit that I didn't leave with a tremendous sense of hope, but I left with an idea of how to create it. 🤝 Collaboration is the key to surviving/thriving or “sur-thriving.” I’ve been reading up on European history recently, and the media landscape is remarkably like northern Europe in the first century when Rome was running over everyone, or perhaps Eastern Europe in the 1200s when the Ottomans ran over everyone…you get the picture. It wasn’t until tribal councils started collaborating that they could stand up to their more technologically advanced rivals. People have fought tech before but only succeeded when bonded together. 👑 Content is king, but data is the bloodline. Verbatim from Evan Shapīro. As a creative-minded professional, it’s heart-warming that content is still king, but right now, the king of kings is a sport. If you don’t have that, it will be hard to fill out your court. Without reliable or shared data, we’re all shouting into a vacuum. Media companies need to be honest about their successes and wins, even when humiliating, so we can all collectively develop new forms of stronger content instead of rolling the dice. 📺 FAST will continue to be fun. From gamified second-screen experiences to new channels actively engaging diverse audiences, FAST presents a blast from the past with an opportunity to learn from our mistakes. It’s slow moving though, and I’m not convinced we’ll see tremendous growth until the end of the streaming wars. I think once media commits and truly programs FAST to help with discovery, brand partnerships, and diverse advertisement, it could be a winner. ♻ Brand and performance marketing can get along and honestly…mesh. I’ll be honest, I couldn’t stand performance marketing as a storyteller but damn it, did it work! At least at first. I’ve seen brands overcommit to performance and lose their footing as a brand. Committing to turning the marketing funnel into a marketing cycle is necessary. I think those who find moments to blend the two will also win. You can be direct, but you can have a personality too. 💪 We all need to be brave and dedicated. I have no reason to love media right now, but I do. I think it’s because I love building things and fixing problems. This feels like a time to do both, but it will be very hard. 😃 People are kind. Shake someone’s hand and tell them your name. Even if you stammer or choke on your words, it will be okay. This community is incredible and understands our situation. Those with and without jobs have so much to say and so many incredible ideas. In just three days, I’ve made friends, gained SO much wisdom, and may have even found some new business partners and opportunities—all because I shook someone’s hand. Just do it. Back to the homework...

Tiktok sounds monetize at $.03 per video created using an "official sound" (meaning a sound that it is shared to Tiktok via a distribution channel and registered with a Performance Rights Organization). Views, Likes, Comments, Shares have ZERO effect on how much money an artist can make with their sound. ROI on Influencer Marketing in relation to music: $1 = 33.33 videos created $100 = about 3,333 videos created $1,000 = about 33,330 videos created $10,000 = about 333,300 videos created $100,000 = about 3,333,000 videos created $200,000 = about 6,666,000 videos created $500,000 = about 16,665,000 videos created I'm predicting a major shift when it comes to marketing budgets in music now that COVID restrictions seems to be in the past. The marketing of the Barbie movie showed a huge need to shift focus back to experience. What I hope for the music industry is that we get back to heavy push on experiential marketing and real PR (not paid media). Diverting budgets to experiences that promote the release of music or an artist collaboration with a brand will be seen as the key to long term fan engagement. A good partnerships team can find brands that are authentic to the artist to collaborate in these events, activations, or pop-ups to off-set costs and cross promote both music and product A good digital marketing team can create campaigns for fans to enter for a chance at an invite (not just a "follow, like and comment for a chance to win" but a "use this sound/hashtag with various prompts") or simply ads to promote if it is open to the public A good publicist will share invitations with top influencers, celebrities, athletes, etc A great strategist will create on-site trend prompts with QR codes to recommended sounds on IG or TikTok for content created at the event or activation centers that promote content creation that can be expanded by those who don't attend. Nobody does anything without posting about it, and nobody wants FOMO. We are focused too much on viral music, but what really builds a fanbase that spends money long term is personal connection. Album release parties, brand collaboration pop-ups, curated gift sets (think favorite things), small guest list dinner parties...experience is everything, but that doesn't mean that digital should be an afterthought...its all about budget effective cross-collaboration. Would you rather spend $10,000 on a high level influencer who makes a single video dancing to a song or $10,000 on an experience that will motivate multiple posts by a 50+ influencers and fans? #musicmarketing #musicbusiness #digitalmarketing #monetization #experientialmarketing