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.

Producing an audio ad is one thing.  But how do you make sure it works?  How do you get a listener’s attention?  In this episode we explore creative standout and pinpoint some of the tools in the box to make an ad stand out. One of those tools is music, and we discuss how to use music and audio branding.   

Trisonic Co-founder and Creative Director Matt Hopper talks to Debbie Dillon, Creative Head at BBC Creative and Kieran Murphy, creative consultant.

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.

The latest quarterly UK radio and audio listenership survey

results are out, and it’s another good ‘book’ for Commercial Radio.  But what do the results mean for

advertisers?  Trisonic Co-founder and

Media Director Howard Bareham joins Matt Hopper with an analysis of the new audience figures.

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 of Tripod, we discuss the importance of tailoring audio advertisements to fit the specific context and format of various audio media. Topics include the differences between linear radio, digital audio, and podcasts, the necessity of platform-specific creative approaches, and the benefits of a well-planned audio strategy. The episode emphasises the need for different calls to action based on the medium and highlights the value of engaging and memorable audio ads.

00:00 Introduction to Audio Advertising

00:13 The Importance of Context in Audio Creative

00:44 Adapting Creative for Different Platforms

03:18 Tailoring Calls to Action

04:55 Maximizing Creative Impact

07:09 Conclusion and Next Episode Preview

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.

What kind of message works best in an audio ad? Brand awareness, Offer-led? Call to action? Or can you do all three in one ad? Trisonic Co-founder and Creative Director Matt Hopper in discussion with Debbie Dillon, Creative Head at BBC Creative and Kieran Murphy, creative consultant.

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 much do you need to tell the creatives to result in a great audio ad? And what do they need to know? This episode explains the briefing process and tells you what the Creatives need to know in order to create an effective ad for you. Trisonic Co-founder and Creative Director Matt Hopper in discussion with Debbie Dillon, Creative Head at BBC Creative and creative consultant Kieran Murphy.

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

The growth of podcasting and streaming services, coupled

with a resurgence in UK Commercial Radio audiences, has resulted in a massive increase in audio listening.  That’s also increased opportunities for advertisers to use the audio medium in exciting and different ways.

Season One of this podcast is primarily designed for those new to the audio medium and focuses on the creative process.  In our first episode, host Matt Hopper introduces his guests – Debbie Dillon, Creative Head at BBC Creative and creative consultant Kieran Murphy – and explain their love of audio and what it can do.

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

If you're using or thinking of using audio to promote your brand or business, whether through radio, streaming services, podcasts, or however...this show is for you. Season One covers the basics of the Creative process. From how to brief an audio campaign, to the role of AI in audio production.

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

In this episode of Tripod, The Audio Advertising Podcast, we delve into the critical role of creativity in audio ads. We discuss why integrating creative content with media strategies is essential, explore dynamic and contextual advertising, and provide practical tips for tailoring messages across different times of the day. Our experts share insights on achieving better audience engagement and the importance of collaboration between media and creative teams from the campaign planning stage. Join us as we explore how great creative content can significantly enhance the effectiveness of your audio advertising campaigns.

00:00 Introduction to Audio Advertising

00:13 The Importance of Creative in Audio Ads

00:45 Integrating Audio with Other Media

02:57 Contextual and Dynamic Audio Advertising

03:52 Case Studies: McDonald's and Unilever

05:39 Balancing Media and Creative

08:02 Budget Considerations for Creative

11:16 Conclusion and Next Episode Teaser

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.

Exploring the Growth and Advertising Potential of Podcasts

In this episode of Tripod: The Audio Advertising Podcast, we delve into the rapid growth of podcasts and their increasing popularity. We discuss the reasons behind this trend, including accessibility, talent involvement, and niche content. Various advertising opportunities within podcasts are explored, such as pre-roll, mid-roll, and post-roll ads, host-read sponsorships, branded segments, and even entire branded episodes. The episode also touches on the importance of creative audio content tailored for podcast listeners and the unique benefits and considerations of advertising in this medium. Stay tuned for more insights on audio creative in the next episode.

00:00 Introduction to Tripod Podcast

00:13 The Rise of Podcasts

00:50 Advertising in Podcasts: Formats and Strategies

01:46 Host-Read Sponsorships and Dynamic Ads

02:51 Branded Segments and Episodes

04:28 Considerations for Podcast Advertising

06:00 Conclusion and Next Episode Teaser

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.

Expert Insights on Leveraging Digital Audio for Targeted Advertising

In this episode of the Tripod podcast, Howard Barham from Trisonic and Matt Rouse from Octave delve into the intricacies of using digital audio for advertising. They discuss the various platforms, such as Spotify, that offer precise targeting options based on user behaviour and demographics. The conversation covers the distinctions between digital and linear audio, emphasising the importance of tailored advertising and ensuring that the listener's online experience matches the campaign. They also highlight advanced targeting techniques, including geo-targeting, dynamic creative, and contextually relevant ads based on the listener's activity. Tune in to learn how digital audio can enhance your advertising strategy.

00:00 Introduction to Digital Audio

00:12 Overview of Digital Audio Platforms

01:46 Targeting and Campaign Strategies

03:49 Advanced Targeting Techniques

04:54 Conclusion and Next Episode Preview

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.

Understanding Linear Radio Advertising: Best Practices and Strategies

In this episode of Tripod, the audio advertising podcast, Howard Bareham and Tom Balaam dive into the world of linear radio. They discuss the various types of live radio, including national, regional, local, and community stations, and how advertisers can leverage these platforms to drive scale and awareness. The episode covers important topics such as the quality vs. quantity of airtime, the role of repetition and frequency (opportunities to hear), and effective partnership strategies. Listeners will gain valuable insights into optimising radio campaigns and making the most of live radio advertising.

00:00 Introduction to Audio Advertising

00:27 Exploring Live Radio Options

00:57 National vs. Local Advertising Strategies

02:08 Live Radio Partnerships

04:00 Quality Over Quantity in Radio Spots

05:03 Understanding Opportunities to Hear (OTH)

05:46 Conclusion and Next Episode Teaser

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.

Exploring Audio Advertising: Linear Radio, Digital Audio, and Podcasts

In this episode of Tripod, The Audio Advertising Podcast, we discuss the three main categories of audio advertising: linear radio, digital audio, and podcasts. We dive into the advantages and pitfalls of each medium, including issues of scale, targeting, attribution, and listener engagement. We provide a detailed analysis to help advertisers navigate these options. Matt Hopper in discussion with Trisonic’s Howard Bareham, Tom Balaam from Mindshare and Matt Rouse from Octave.

00:00 Introduction to Audio Advertising

00:29 Understanding Linear Radio

03:30 Exploring Digital Audio

08:45 Diving into Podcasts

12:41 Conclusion and Next Steps

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.

The Power of Audio: Scale, Trust, and ROI

In this episode of Tripod, The Audio Advertising Podcast, the discussion focuses on the compelling reasons for advertisers to choose audio media. Key points include the scalability and cost efficiency of Commercial Radio, its proven return on investment (ROI), the ability to target specific audiences through digital platforms, and the trustworthiness of radio as a medium. The hosts also emphasize the unique role of audio in creating a personal connection with listeners and how it supports other media by driving web traffic and brand recognition. Practical advice is given for new advertisers to test audio campaigns before committing substantial funds, leveraging the intimate and trusted nature of audio to achieve successful advertising outcomes.

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

00:00 Introduction to Tripod: The Audio Advertising Podcast

00:09 Why Choose Audio Advertising?

00:21 The Power of Commercial Radio

01:26 Targeting Specific Audiences

01:49 The Role of Digital and Smart Speakers

02:48 Building Trust and Brand Safety

04:13 Creative Strategies in Audio

05:07 Advice for New Advertisers

05:51 Strengths and Weaknesses of Audio

07:41 Conclusion and Teaser for Next Episode

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.

Exploring the Media Perspective of Audio Advertising

In the first episode of Season 2 of Tripod, The Audio Advertising Podcast, host Matt Hopper turns the focus on the media perspective of audio. Joined by Trisonic Co-founder Howard Bareham and industry experts Tom Balaam and Matt Rouse, they delve into the growth of audio audiences, changes in the industry over the past 16 years, and the impact of technology and investment on Commercial Radio and Podcasts. They discuss the increasing accessibility of audio through smart devices and the importance of first-party data for advertisers.

00:00 Welcome to Season 2 of Tripod

00:58 The Rise of Audio Audiences

01:27 The Impact of Media Consolidation

04:09 Technology and Talent in Audio

05:05 The Role of Podcasts

06:15 Advertisers and Audio

09:31 Future of Audio and Technology

10:41 Data-Driven Advertising in Audio

11:51 Conclusion and What's Next

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.