Blogger link

Blogger’s Park: Using sound as brand identity

Arjun Koladi

With the rise of streaming music services, creating the most effective digital audio advertisements has also become essential. As digitization advances, it brings technology that drives our way of life, but at the cost of overloading our lives with endless screens and increasing noise. Therefore, building unique sound identities has become vital for brands.

The digital audio environment allows advertisers to avoid the distractions of modern life and reach the most immersed audiences – listeners who enliven their days with music or enrich their lives with podcasts. Brands should now strengthen their sound identity as the world becomes increasingly controlled by voice. The strategic use of sound elements (be it voices, jingles, songs or even silence) completes a brand identity and communicates it to the consumer. Audio streaming gives advertisers powerful new ways to create sound that triggers brand association to drive better brand engagement through audio.

In-stream audio advertising is an untapped marketing opportunity: with many music streaming services following freemium and ad-supported models, marketers can use it to target audiences knowingly. Audio streaming apps avoid bulky ads and allow marketers to measure and target ads, ensuring an impressive effect.

Sound impacts customer mood and purchase decision: sound and mood have been shown to be correlated. Marketers do extensive research before choosing audio for their businesses and understand the psychological impact of different audio and how it can help consumers make an informed decision. The connection between sound and emotions is strong and should not be underestimated. Businesses use it to influence their customers at any time through multiple touchpoints. Any audio used in conjunction with your brand, from product sounds to in-store background music to branded videos, defines and shapes how your consumers perceive you emotionally. A strategic approach to sound can also make businesses more attractive to consumers.

Push mobile advertising: Consumers often choose to block screen-based online advertising with tools like AdBlocker and on mobile these issues are even more pronounced as screens are smaller and ads take up more space. However, with streaming audio marketing, many of these issues are resolved as they do not affect the screen of the device since they are purely audio. Also, users are more aware that they will receive ads in exchange for free streaming, so the ads are less surprising.

The good news is that, with digital audio advertising being such a new channel, it offers plenty of room for experimentation. Once brands have the basics down, they shouldn’t be afraid to innovate and try new things to see what works best, as this will help brands prepare for more global participation and improve the real-time communication through more complete and self-selected interactions.

The author is Head of Sales, Spotify India

follow us on TwitterInstagram, LinkedIn, Facebook