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Audio: Don't Call it a Comeback

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Andrew Henry from Joystick takes you through everything you need to know about current audio advertising and how to make the best quality ads.

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Audio: Don't Call it a Comeback

  1. 1. MARCH 2019 ©2019 JOYSTICK. ALL RIGHTS RESERVED. Audio: Don’t Call it a Comeback Andrew Henry VP, Client Services, Joystick
  2. 2. 2©2019 JOYSTICK. ALL RIGHTS RESERVED.
  3. 3. INTRODUCTION ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  4. 4. INTRODUCTION Change happens in a lot of weird ways. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  5. 5. INTRODUCTION Why the return of Audio Ads? What are some best practices and considerations? How will audio continue to expand? ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  6. 6. OVERVIEW ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  7. 7. OVERVIEW ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  8. 8. OVERVIEW ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  9. 9. OVERVIEW Connected AudioIn-Car Tablet Gaming DesktopSmart TV OOH Mobile Audio Digital OOH Video High Impact Custom Creative Native ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  10. 10. BEST PRACTICES What makes a good Audio Ad? Understanding your Audience Personalization is shown to have higher engagement across mediums. Considering the Context Understand the platform (podcast, streaming service) and what assets will be used. Consumption patterns and user context impacts how your ad is received. Brief and Memorable Keep it short and include a clear call-to-action. Repeat the brand name 2-3 times during the ad. Shorter clips have higher recall. Thoughtful with Sound Balance the mixing between voiceover, music and other sounds effects and consider storytelling techniques. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  11. 11. BEST PRACTICES Best practices for Audio Ads. COMPANION ASSET Dimensions: 300 x 250 File type: JPG, PNG AUDIO FILE Length: Either 15 or 30 seconds File type: MP3 Max file size: 1GB Landing page URL: Required Audio Ad Specs The power of imagery A visual companion is the strongest connection back to the brand. Tie back to the brand Incorporate logo, CTA, and consider elements that reference the audio ad. AUDIO AD COMPANIONS Consistent tone & tempo For a 30-sec ad aim for 55-75 words for and for a 15-sec ad aim for 40. Be conversational A friendly tone helps transition listeners between entertainment content and ads. Include a CTA Offer an opportunity for listeners to engage. Ads with a direct call-to-action have higher click through rates. Incorporate storytelling Transport the listener through the use of subtle effects and environmental sounds that creates imagery in the mind. Create multiple versions Develop a variety of audio ads tailored to unique audience preferences. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  12. 12. EXAMPLE 1 McDONALD’S | AUDIO AD ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  13. 13. EXAMPLE 2 HOTELS.COM | AUDIO AD ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  14. 14. FUTURE OF AUDIO ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  15. 15. VOICE ACTIVATED UNITS Voice simplifies tasks and allows consumers to be more efficient in their day-to-day. Source: Google/Pearless Insights: “Voice-Activated Speakers, People’s Lives Are Changing. 2017 Consumers can be more efficient and present in their daily lives. 36% 69% of people who own voice-activated speakers say their top reason for using the device is that it enables them to do things faster than on other devices. Of people who own voice-activated speakers say they use the device while doing other things. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  16. 16. CASE STUDY 1 AMAZON ALEXA | VOICE ENABLED UNIT ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  17. 17. CASE STUDY 2 GOOGLE EXPRESS | VOICE ACTIVATED MOBILE UNIT ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  18. 18. CLOSING ©2019 JOYSTICK. ALL RIGHTS RESERVED.
  19. 19. Los Angeles 4551 Glencoe Ave, Ste 330 Marina del Rey, CA 90292 310-845-6319 Thank you! New York 25 Broadway, 5th Floor New York, NY 10004 646-597-6558 London Suncourt House 18-26 Essex Road London, N1 8LN +44 (0)749 502 2208 Santo Domingo Corporativo 2010 Av. Gustavo Mejía Ricart Ste 303 Santo Domingo, DR 809-562-6921 Andrew Henry VP, Client Services 609-364-0878 andrew@joystickinteractive.com ©2019 JOYSTICK. ALL RIGHTS RESERVED.

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