Continuing the conversation around sound in marketing, Saatchi & Saatchi suggest everything defaults to visual and we need to look at sound as part of the overall delivery and be more considerate of the craft.
We live in a world that has seen an unprecedented proliferation of media devices, commonly known as ‘screens’. This term in itself describes the intrinsic inequality of sound vs. visual in our attitude to media.
We are incredibly visually driven. So, despite the billions we spend each year on headphones, speakers and (very soon) haptic technologies; when it comes to describing things that contain both visual and audio ideas we generally submit to the visual. Herein lies our prejudice. So when budgets are tight, it is often sound that gets squeezed by the industry.
Sound has been abused by the industry too. Over the last 15 years marketers and media owners believed they could employ the same “captive audience” philosophy to online media as they have enjoyed in more traditional channels, i.e. “I’ve paid all this money to put this here, so you will listen to it whether you like it or not”. This manifested in the form of auto-playing ads with sound.
To auto-play an ad with sound demonstrated a complete ignorance or disregard for online surfing behaviour. For the consumer, opening a tab with auto-playing sound was akin to discovering too late that the park bench you just sat on was wet. Until much needed intervention through site policy and technology occurred, the usual way a consumer would deal with this assault was: “A banner/tab is playing sound? SHUT. DOWN. EVERYTHING.”
This sociopathic attitude toward the consumer has further weakened the role of sound in marketing. This logic usually followed: “Engagement rates with this content are low. Engagement rates with the soundless version is much higher. Sound is clearly not important.” This is wrong.
Humans process a lot of information aurally; this is especially true of emotional information. Used correctly and with respect for the audience and their behaviours, sound can be an incredible tool for the marketer. Today headphone manufacturers are experiencing halcyon days in the sales of their wares, and consumers have access to significant advances in audio electronics.
Many moons ago I worked with Fallon London on Sony’s ‘Power of Sound’ Soundville campaign. It was here that I was first introduced to the development, application, and refinement of binaural recording systems. This is a century-old method of audio recording that captures lifelike 3D audio in “picture-perfect fidelity” (yet another visually skewed bias). Ideal for creating deep, immersive and captivating content online, and a great way to use the medium for a message rather than abuse it.
Let’s stop marginalising sound. Sound engineers and designers have many tricks like this up their sleeves. Invite them in to the creative process early. Ask them how their medium can be used in channel as the message. Sound can create multi-level expansive environments, so allow time and budget for craft. The market is ripe for an aural renaissance.
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]