Ralph Van Dijk, Founding Creative Director, Eardrum Presented 'Audio Creative: Different Strokes for Different Platforms'

1. Audio Creative:
Different Strokes for
Different Platforms
Ralph van Dijk

2. Make The Logo Louder
Ralph van Dijk

4. Audio branding
builds rapport.

5. How listeners
listen.

8. Platform
Engagement

9. Lean Back
Music Radio
Music Streaming
Lean In
News / Talkback
Breakfast Radio
Podcasts
Audio Books

11. Passive to Active
Listening

12. Make the listener
the co-author

13. Radio ads
need cut through
“Don’t bunt. Aim out of the ball park.
Aim for the company of immortals.”
- David Ogilvy

14. Streaming ads need
to be more contrite
(You’re killing their vibe man)

15. Visual transference
(You’re killing their vibe man)

16. Streaming ads
need to be more
contrite(You’re killing their vibe man)

18. Podcast ads
must fit in, not stand out.

19. Podcast ads
must sound like they
belong

20. Practice makes
imperfect.

21. Practice makes
imperfect.
“Acting is all about honesty. If you can fake that, you’ve got it made”.
- George Burns

22. Designing a sonic personality
for your brand.

23. Don’t rush the process & use
a specialist

24. 1. Music
2.Audio logo
3.Voice
4.Tone
5.Vocabulary

25. Summary.

26. - Define your brand sound
- Create a sonic personality
- Be consistent across all touch points
- Be more demanding
- Audio is the primary mood enhancer
- Audio builds rapport
- Adapt creative to audience engagement
- Radio ads needs cut through
- Streaming needs to be sympathetic
- Podcast ads need to ‘belong’

27. Final word;
Consumers are increasingly relying on audio
to navigate their world.
The sooner your brand develops a sonic
identity, the sooner your brand can join them.

28. Thanks
ralph@eardrum.com.au

30. +

31. ralph@eardrum.com.au