…ce, designers won’t spend precious time decoding a complicated ad. For display or native campaigns, advertisers should keep copy light and simple, serving as an accompaniment to a more interesting or impressive visual piece.
Studies show that our brains react the same to great stories regardless of whether they’re audio, video, or text. However, some audio formats are more effective than others. Perhaps unsurprisingly, research shows that dialogue resonates more with people than voice of God narration.
…e challenge for marketers hoping to capitalize on the podcast trend and reach people through audio. However, the extra work is well worth it to reach this engaged group — a survey showed 61% of podcast listeners said they bought a product after hearing a podcast ad.
The War of the Worlds and Serial both show how audio captivates listeners with nothing but sound. The platform’s intimate nature has contributed to a boom of podcasts catering to every interest under the sun. Marketers can leverage this trend by sponsoring high-quality audio storytelling and content designed specifically for their targeted audiences.
Marshall McLuhan says every new technology is “an extension of ourselves.” Another of his tenets is “we shape our tools and thereafter our tools shape us.” Thus Customertech — tools for customers — will inevitably enlarge our agency and change us in the process. For the better.