Tripod: The Audio Advertising Podcast – Détails, épisodes et analyse

In this episode, we discuss the impact of artificial intelligence on the planning and buying of audio advertising. The conversation explores the current use of AI in programmatic advertising, the potential for AI to handle tasks like media planning and booking, and the importance of human expertise and creativity in maintaining authenticity. The panel debates the implications of AI-generated ads and voices, emphasising the need for genuine human interaction in advertising. They also consider the potential future where AI could dominate, and the unique value that human voices and creativity could offer in such a landscape.

00:00 Introduction to AI in Media

01:54 AI's Impact on Media Planning and Buying

03:59 Authenticity and Human Connection in AI-Generated Content

06:38 The Future of AI in Voice and Audio

11:03 AI as a Creative Tool

12:11 The Human Touch in an AI-Dominated World

All this and more is explored in this episode by Trisonic’s Matt Hopper and Howard Bareham, Tom Balaam from Mindshare and Matt Rouse from Octave Audio.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

In this episode, we delve into how advertisers can gauge the success of their audio campaigns. We discuss methods such as using search terms related to the call to action, brand lift studies, and pixel-based tags. Additionally, we explore the challenges and future of measurement in the evolving audio landscape, covering tools like RAJAR and MIDAS surveys, and the complexities of cross-media measurement. Join us to learn about optimising audio campaigns and the potential advancements in attribution techniques.

00:00 Introduction to Audio Advertising Success

00:17 Methods to Measure Campaign Success

01:06 Challenges in Audio Attribution

01:58 Regional Testing and Attribution Techniques

03:29 Future of Measurement and Attribution

03:51 Current Measurement Systems and Their Limitations

06:10 Impact of Smart Speakers on Audio Measurement

07:12 Optimizing Ad Campaigns Through Data

09:09 Economic Implications of Measurement Systems

10:29 Conclusion: Navigating the Future of Audio Advertising

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

Welcome to Season 2 of Tripod, the audio advertising podcast. In this season we’ll be explaining how advertisers can connect with their customers using audio, what to use and when, with step by step guides on everything from linear radio to digital audio.

We’re launching this season on the opening day of London’s Podcast Show 24, so in this episode we look at a brand that uses podcast advertising, and ask why and how they use it, and what kind of results they’re getting.

The brand is Gressingham Duck, and our guest is Rebecca Alderton from Gressingham Foods. Your hosts are Trisonic's Matt Hopper and Howard Bareham.

It’s now possible to create audio ads entirely with A.I. But should we use A.I. in the creative process? And if so, when and how? In this episode, we’ll play an audio ad created by A.I. and discuss the role of A.I. in audio production.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

An ad made to be played on traditional radio may not sound right on streaming services or podcasts. In this episode, Matt, Debbie and Kieran explain why it’s important to adapt ads for different uses, and how adaptation can be extremely cost-effective.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

A great voiceover can make an average script sound better. The wrong voiceover can make a great sound so bad that the ad won’t work. Selecting the right voice artist is key in the audio creative process, but how do you choose, and do ‘famous’ voices help?

In this episode, host Matt Hopper and guests Debbie Dillion and Kieran Murphy discuss voice selection.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

Writing an audio ad that engages your audience and encourages them to do or feel what you want them to is a special skill. Do you

really need an audio specialist or could you write your own script?  In this episode, we look at the scriptwriting process.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

When does an audio ad burn out?  Or start to have a negative effect on listeners due to frequent repetition?  In this episode, we discuss how to avoid burnout and keep your audio advertising campaign fresh.  We also talk about key messages. How many can you expect to include in an audio ad? 

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

How long does an audio ad need to be?  And if the duration of the ad is pre-determined, how much can you expect to say?  How many words can, or should, we include in the script? 

In this episode host Matt Hopper and guests Debbie Dillion and Kieran Murphy discuss ad length and word count..

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.

Success in any advertising campaign is judged by the level of response.  So when your audio ad contains a call to action, what kind of action should that be?  And are there any special tricks you can use to increase response?  In this episode, Trisonic Co-founder and Creative Director Matt Hopper discusses call to action with Debbie Dillion, Creative Head at BBC Creative, and creative consultant Kieran Murphy.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠info@trisonic.co.uk⁠ or visit our ⁠website⁠.