20 Sep

Dynamic Audio – a time and a place

The words “Dynamic Audio” are cropping up a lot at the moment in our creative conversations. And rightly so. Dynamic Creative and Personalisation for Digital Audio – to give it its full title – is a potential game-changer within radio advertising.

So what exactly is it? And, more importantly, when, why and how should it be used?

In a nutshell, Dynamic Audio allows us to personalise our creative to target individual listeners. It allows advertisers to engage people with the right content at any given time. Creating ads that are more relevant to digital audio users makes advertising a more meaningful experience for them. And that’s great news for campaign effectiveness. Within the creative treatment we can target the individual – the technology effectively knows who the listening is, their exact location, the day, the time of day, the weather where they are, what device they’re listening on and so on. And with all that information in our “data-bank” we can create radio advertising campaigns that are more tailored and more relevant than we’ve ever dreamed of!

But the use of dynamic, personalised audio has to be as relevant and used as appropriately as the creative itself!

As with 3D Audio, the creative concept (and the product or service being advertised) must always take the lead. And if it’s relevant and can add to the effectiveness of the idea, then using personalised audio is great. But crowbarring it into an idea just because dynamic audio exists can backfire. If referencing the weather in a particular location will enhance the advertising message – and help sell the product – then great. But an ad saying “it’s a lovely sunny day here in Manchester…” for no apparent reason will only serve to confuse listeners. And the same applies to all the other “data points” – time of day, location, device and so on.

At the end of the day, it has to be relevant. As with all radio advertising, it’s about emotional response, it’s about how the ad makes listeners FEEL about the product or brand. We must ask ourselves during the scriptwriting process “will this dynamic line enhance listener response? Will it make them feel more positive about the brand? Will it make the commercial more effective?” And if the answer is no, then it shouldn’t be there.

We recently produced a dynamic commercial for a university who wanted to push their Criminology courses. It was the perfect match! Criminology involves (amongst a lot of other things!) the study of investigative minds. What a brilliant vehicle for us to say “Our criminology students will be able to track you down…and right now they know…” and them tell listeners where they are, what day it is, what time of day it is and what the weather is like where they are etc. Intriguing – and bordering on spooky – but in this instance, it really enhances the message and is totally relevant to the creative, to the advertiser, and to course. The engagement levels with listeners went through the roof!

On the flip side, there’s the obvious stuff like personalising “how” people respond. The system knows how people are listening and so we can personalise the CTA – “click now” for desktop listeners, “tap” for phone or tablet listeners, or “search online” if we don’t know what they’re listening on. These are the small things that just make the ad work that little bit harder for the advertiser.

So here at Kalua, we have fully embraced the Dynamic Audio revolution! It gets a great big thumbs up from us. But there is a time and a place for it. Its use must enhance the effectiveness of the creative concept. Otherwise it will only leave listeners scratching their heads in bemusement!

If you would like to find out more about Dynamic Audio then just contact the Kalua team.

Email This Page

Comments (0)

Post a comment

Leave Comment

You must be logged in to post a comment.