The Audio Revolution: Voice Engagement, Redefined Radio, and the Science of Sound

The way we consume audio is undergoing a seismic shift.

Voice-activated technology is changing the advertising landscape, while traditional radio is being revitalised for the digital age.

On the 18th of April 2024, Say It Now attended The Future of Audio and Entertainment at County Hall on the Southbank. This article explores what the future of audio may entail.

Tesco Mobile at the Forefront of Voice Engagement

Tesco Mobile exemplifies how brands can leverage the power of voice engagement. 

Since October 2023, they’ve switched to Actionable Ads on smart speakers with the help of Say It Now. This allows them to gather data on a weekly basis, a significant improvement over traditional methods that might offer results every few months.  Armed with this real-time feedback, Tesco Mobile can optimise their campaigns and has seen a remarkable 4x improvement in performance.  This success story highlights the effectiveness of long-term audio strategies that leverage Actionable Ads.

Bauer Media: Redefining Radio for the Digital Age

While some may relegate radio to the past, Bauer Media is proving its enduring power. This leading European broadcaster isn’t just keeping radio alive; they’re redefining it for the modern listener. Radio’s strength lies in its:

  • Centennial Appeal: Radio has captivated audiences for over 100 years, a testament to its timeless ability to connect.
  • Trusted Source: Audio remains Europe’s most trusted media format, offering intimacy and authenticity that resonates with listeners.
  • Ubiquitous Reach: Radio goes wherever the listener does, making it a convenient and accessible companion.

The Rise of AI in Audio: A Glimpse into the Future

The future of audio appears to be intertwined with Artificial Intelligence (AI). Companies like Audiostack are exploring the exciting potential of AI in audio.  They introduced voice cloning and speech-to-speech technology that captures emotions – even flirting!  This opens doors for the future of advertising by emphasising specific words or using different voices to enhance audience engagement.

The Science of Sound Branding: Can Your Brand Win a Grammy?

Sound branding, the art of creating a unique sonic identity for a brand, is gaining significant traction.  Think of the iconic Mastercard sound – a combination of melodies, riffs, chords, and even vocalisations. This sonic identity creates a library of assets that can be adapted across various customer touch points. Studies show sonic branding is 8.5 times more likely to grab attention compared to traditional methods (AMP Sound Branding, 2024). Moreover, it can significantly reduce music licensing costs – Mastercard reportedly cut theirs by 60% after implementing sound branding (AMP Sound Branding, 2024).

These trends paint a picture of an audio landscape that’s evolving rapidly.  From voice-activated advertising to AI-powered innovations and the science of sound branding, the future of audio promises to be as exciting as it is dynamic.