PQ Media forecasts that global ad and marketing spend will grow by 7.6% in 2022, as both the overall advertising and marketing sectors are estimated to post accelerating growth, driven primarily by 12.5% upside in the digital and alternative media segment. Moreover, digital and alternative media will command a larger share of the total ad and marketing pie for the first time in 2023—both in the overall global market and in the US.
This is largely due to the pandemic, which has had the dual effect of squelching a decade-long expansion of the overall media economy, while also hastening the emergence of new advertising and marketing opportunities in streaming video, digital audio, mobile gaming, social media, influencer marketing, digital product placement and virtual events, according to PQ Media.
And trickle-down effect has begun: there has been a shift in consumer lifestyles and attention spans, fueled in large part by technological advancements. That leaves marketing teams endlessly scrambling for new ways to engage consumers and maintain competitive advantage for their brands.
The problem is that, while audiences may be captive in certain environments (think rush hour traffic in New York City), they are not necessarily attentive to marketing content. In fact, if they don't like what they are seeing or hearing, their smartphone or tablet offers a variety of distractions.
One way to get and keep consumer attention is through the strategic use of sound and audio. But as audio consumption habits change, brand marketers will have to deliver on listeners’ evolving needs. Brands looking to win attention will have to work harder than ever to ensure they’re delivering fun, engaging, interactive experiences.
There are 3 ways to add audio to your marketing campaign in 2022.
1. Audio Ads
According to Adweek, a majority of consumers perceive streaming audio ads to be shorter in length as compared to ads they see and hear in other places like TV and AM/FM Radio. Over one in three describe them as more relevant, more attention-grabbing and more entertaining. In fact, when asked to further describe different audio ads, the top three descriptors used for podcast ads were “short,” “funny,” and “entertaining.” Not far behind were “memorable” and “interesting.”
Moreover, people are acting on digital audio ads, with almost six in 10 indicating that podcast ads are more likely to make them consider buying from a brand or a specific product.
2. Sonic Branding
One of the best ways to differentiate your brand and make it indelibly memorable is to pair it a custom-produced sonic brand (a/k/a audio brand, audio logo, sonic logo). Take it a step further with custom-composed music into which your brand’s sonic logo is infused. A great example of this is Nationwide’s recently launched commercials featuring vocalist Jill Scott. The tried-and-true Nationwide theme, “Nationwide is on your side” has been woven into custom composed advertising music that resonates like a heart-rending hit ballad.
3. Sound in UX
As noted in Social Media Today's January 4, 2022 blog post, TikTok has repeatedly noted that sound is crucial to the user experience (UX), and that marketers need to consider audio as an equally significant element as the visuals in their clips—if not more so.
TikTok has launched a new insights series that will explore the importance of sound in clips and will provide more context as to how and why brands need to consider sound as a key part of their brand messaging strategies.
Speaking of TikTok, the platform is a powerful awareness booster for brands—120% to be exact. That’s because TikTok delivers a sound-on entertainment experience, where both content and advertising are full-sound, full-screen, and full-focus. And, a study last year found that brand linkage and recall increase by over 8x when distinctive brand sounds are leveraged in ads, compared to other elements like slogans and logos. Starting with a sound foundation will help you create strong ads that get heard.
With this in mind, TikTok poses three key questions for marketers in mapping out an audio-inclusive strategy:
What are the sounds of your brand?
Is your brand leveraging sound strategically?
How can your brand leverage sound on TikTok?
For more information about sonic branding and the application of sound and music in brand messaging, digital advertising, and sound in UX, visit our sonic branding page or email us at info@chromeorangemedia.com.