Make Some Noise: Media Cos. Jockey To Help Brands Up Their Audio Ad Game

In the kingdom of brand experience, audio is emerging as the next successor to the crown. Not surprisingly, a swell of media companies are jockeying to help advertisers make some noise—and woo their business. 

In recent moves, NBCUniversal launched a TV-based audio ad solution, Pandora set up a B2B offering to augment its advertisers’ messaging, and music-sharing company Earbuds is about to introduce its inaugural brand sponsorship program. Spotify just extended its Group Session listening party functionality to remote usage; an ad-supported extension could well follow.

The reasons for audio’s ascension are myriad. Among them: In 2020 a greater number of adults in the U.S. will listen to digital audio than radio for the first time, according to eMarketer. More than 75% of brands are increasing their spend in digital audio. And although U.S. podcast ad revenue is expected to slow this year in light of the pandemic, it still will grow 14.7% to reach $812 million, according to the IAB’s annual study. 

It’s particularly notable that NBCU, a company steeped in visual programming—aka television shows—is embracing a pure audio play as a means to augment advertisers’ messaging on its networks and platforms. Must Hear TV, a riff on the company’s Must See TV motto, takes the handful of seconds just before an ad or program is shown, traditionally known as “fade to black,” and infuses them with audio-only content. 

The format, which launched last year at Cannes, is part of a suite of multisensory marketing options the company is offering brands. Royal Caribbean
RCL
, the first client to jump in, fashioned a campaign called “Perfect Day” in which the jovial sounds of a water park were heard just before the full visual ad appeared. The ad premiered in NBC primetime and also ran on sister nets Bravo, E! and USA Network. 

Why the auditory embrace? “When it comes to sound, our research shows that it’s a powerful medium to capture viewers’ attention,” says Josh Feldman, executive VP, head of marketing and advertising creative for NBCU. 

 “Must Hear TV commercial innovations in NBCU programs generated much stronger ad performance than brand norms, generating 64% more in message memorability as well as lifts in brand memorability and likeability. When we hone in on sound to drive the lean-in experience, it truly translates to tremendous impact for brands.”

Feldman says for the sound activations the NBCU team curates shows with scenes that match the “tone and ethos of a brand’s message to create a compelling juxtaposition of sound and energy that captured viewers’ attention. In the end, we create a unique experience where fans hear and feel the essence of the brand itself in a way that spotlights their creative.” 

SoundCheck-ing With Pandora

Seizing both on the rise in consumer engagement with audio and the effects of Covid, Pandora’s SoundCheck is focused on the evolving consumer mindset, changing creator landscape and adapting advertising industry, says Lauren D. Williams, Pandora senior director, strategic audio & vertical marketing. 

“While we were all trying to operate as if business was usual, we recognized that it was not. Our partners needed expert-led guidance to help them navigate the shifting media landscape, including how to navigate creating messages and campaigns that would cut through and resonate during this time,” she says. “With that, we began brainstorming a way to authentically acknowledge what was going on in a method that was data-driven, resourceful and compassionate on a human level.”

The suite of offerings, which is free to clients and encompasses trends, data, podcasts featuring creators, clients and sound experts, and a new webinar series, is powered by first-party listener data via a panel of 75,000 Pandora listeners. Among key early learnings: 

* When considering how brands can help consumers during this time, product availability and accessibility are most important to listeners:

63% want products to be accessible online

59% of Hispanic consumers would like to receive discounts on products

* When considering how brands can message/advertise during this time, listeners want to see informative and positive content:

53% want to see ads/content that are informative/relevant to their product/service

50% want to see ads/content that are positive and uplifting

* Support of Black Lives Matter has grown 96% since 2018. When asked how brands should get involved with movements:

53% are more likely to purchase from brands that align with their social and political beliefs 

EarBuds’ Brand Playbook 

With 60,000 users in the sports—including Kansas City Chiefs quarterback Patrick Mahomes, Cleveland Browns QB Baker Mayfield and Tampa Bay Buccaneer Rob Gronkowski—and music—Nelly and country act the Eli Young Band—sectors, social-focused music-sharing platform EarBuds is ready to open its doors to brands.

Deals are in the works with companies primarily in the categories of CPG/beverages, service providers, audio/headphone, insurance companies and auto, says founder/CEO Jason Fox. 

 “This is specifically an offering for brand advertising on individual channels on Earbuds. If you are listening along, now very similarly to a live read or an ad read on a podcast, a brand can sponsor and the talent can actively talk about the brand and there can be a call to action within the session.” he says. 

 “We’re talking through details with them—how long contracts will run, what’s included, how to guarantee ROI.”