Digital audio and programmatic ad buying: status and prospects in the post-pandemic context (original) (raw)
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Pressacademia
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Radio, advertising and the Internet often forget that sound is a rich and versatile resource for achieving objectives such as to gain the consumer's immediate response, to build reputation and a brand image, to improve attention and recall, and to provide a functional and emotional user experience. To that end, adequate work in audio design should be performed to solve this deficiency. The success of several big brands in creating a solid audio brand demonstrates its relevance and beneficial consequences. This paper aims to analyze the sound strategy of three companies: McDonalds; Intel; and Coca-Cola. We study how sound resources are creatively applied to brand advertisement management of these companies. The analyzed variables in this study are the sound composition thought the use of music, sound effects and voice, the communicative function of the sound, and the strategic relationship between the brand, the product and the sound. The results of this study indicate that a suitable sound branding strategy can reinforce the advertising effectiveness of a brand.
Our present research compared the ways several important brands on the Romanian market have promoted their values before and after 2013 by using TV and online channels of communication. In 2013, the Romanian Audio-visual Emergency Ordinance 25 was passed to regulate a prior decision of 2002. The main goal of Law 25 was to limit the involvement of the advertising industry in establishing and negotiating media contracts on behalf of clients. We chose to analyze local and global brands from various product categories (Vodafone, Raiffeisen, Lidl, Danone, Jacobs, Timiṣoreana, Rom, Boromir, Dero, and Dacia) that employed extensive campaigns from 2012 to 2014 to reveal the way they promote their values by advertising on audio-visual and alternative channels of the Romanian market. Our main hypothesis led us to a straightforward conclusion: the 25/2013 audio-visual regulation triggered a rapid reaction of online channels in advertising, which at first developed by replacing television and radio advertisements. Keywords: advertising, audio-video regulation, online, media channels.
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The characteristics of the radio media have traditionally been put forward as arguments to justify the lack of creativity in radio advertising in Spain. Factors such as fragmentation of the media, the need to resort to high frequencies in the broadcast message, the format almost absolute control wedge or direct translation of texts designed to television to radio, have led to and perpetuated the idea that radio advertising is not creative. However, the sono-digital realm has become the paradigm upside down transmission and reception of audio advertising messages. Multiplication, integration and interaction of different receiving devices paint a landscape in which arise not only new consumption habits that are beginning to overtake traditional formats, but also creativity stands as an essential tool to attract attention of the "new audiences". This is one conclusion that emerges from the first phase of the study being carried out Publiradio Research Group (Faculty of Communication Sciences -Universidad Autonoma de Barcelona), with the title: The Digital Sonosphere as a New Space to Communicate with Young People: A Study of Listener Habits for the Development of new PSA Formats CSO2009-12236. The project emphasizes the importance given to creativity when developing advertising products, so much so that young people who have been part of the field investigation, one of the conditions to be given to advertising is acceptable to be creative. In this new stage of digital sound-field, in which the radio loses its characteristic half-king as a transmitter of sound advertising and must coexist with other media that carry the increased potential for contact with the target. These new media have features that allow them free of the topics traditionally associated with radio advertising, but have we taken this opportunity to renew? The emergence of these new media has not been accompanied by the emergence of new advertising formulas sound. In this communication, is intended to highlight the opportunity provided by the digital sound-field enhancement factor of creativity and highlight the central role it can and should play in building future audio advertisements.
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When the Internet seems to be deaf. Sound resources to enrich online radio advertising
Radio, advertising and the Internet often forget that sound is a rich and versatile resource for achieving objectives such as to gain the consumer’s immediate response, to build reputation and a brand image, to improve attention and recall, and to provide a functional and emotional user experience. To that end, adequate work in audio design should be performed to solve this deficiency. The success of several big brands in creating a solid audio brand demonstrates its relevance and beneficial consequences. This paper aims to analyze the sound strategy of three companies: McDonalds; Intel; and Coca-Cola. We study how sound resources are creatively applied to brand advertisement management of these companies. The analyzed variables in this study are the sound composition thought the use of music, sound effects and voice, the communicative function of the sound, and the strategic relationship between the brand, the product and the sound. The results of this study indicate that a suitable sound branding strategy can reinforce the advertising effectiveness of a brand.
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Anàlisi, 2021
The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jin...
2016
Halttunen, Veikko Consumer Behavior in Digital Era – General Aspects and Findings of Empirical Studies on Digital Music with a Retrospective Discussion Jyväskylä: University of Jyväskylä, 2016, 70 p. (Jyväskylä Studies in Computing. ISSN 1456-5390; 235) ISBN 978-951-39-6641-6 (nid.) ISBN 978-951-39-6642-3 (PDF) Digitization of products and processes has changed consumer behavior in several ways. Changes can be found not only in human actions but also in attitudes and ethics. The music industry has been a pioneer in digitized societies. In the new millennium it has also faced the downsides of the development: digital piracy and, as a consequence of it, declining revenues. These threats are not limited to the music industry but concern many other sectors whose products can be digitized. The mainstream of previous and contemporary IS/IT research has been optimistic and emphasized the positive impacts of digitalization. Those who have considered the negative impacts, such as the consequ...