How Rich Audio Ads are Created?
Republished from my original post at medium.com
Rich audio ads are a new, high-impact ad format that engages audiences through a multimodal user experience. They are great for increasing brand recall and telling stories to your audience. Working with advertisers to create new rich audio ad campaigns is our business and here are a few hints at what we do to create campaigns that sound great. Perhaps some of these might resonate.
Set Your Goals
Looking to reach an audience of 200,000 women between the ages of 25–40 and have them remember the brand in a positive light the next time they visit the store? Build your brand about the new bike line among a highly enthusiastic sub culture of engaged male audience between ages of 18–34?
Define goals like these clearly in the beginning and everything else will become a lot easier later in the process.
Encounter with an old friend? Challenged by a HipHop star? Getting ready for an epic battle?
What is the story that really resonates with your target audience? How does that story drive the primary goal of the campaign? Do you want to just tell a single story with one version, or would you like to take your audience through a journey continuing the story each time from where they left off?
Come up with several versions for the stories and the winning lines will surface. In our creative process we use a spreadsheet and typically end up with at least a dozen different storyline alternatives.
How to Tell That Story?
Excited female voice with a little bit of Lara Croft, perhaps a hint of Oprah? Maybe it is better to rely on your familiar movie announcer with a deep male voice to build the trust that you want with our audience.
Is the story audio led, or visually led? Rich Audio Ad placements between songs, heard when listening to music should have a strong start and an audio message that drives people to look at the device and follow through on the visual portion of the ad. On the other hand, for large interstitial visuals, you want to make sure the initial visual and audio are supporting the story.
After choosing the type of persona, our AdStudio starts the talent sourcing and records and mixes the content to tell the story pitch perfect.
What music and sound FX are adding more impact to drive the story home with the audience? Pick music from our library or compose some on request, match existing campaigns or strike out in a new direction? Those are some of the decisions that our AdStudio professionals worry about when composing, mixing and editing the audio content to the final product.
This phase also pulls together the audio and visual assets in formats and sizes optimized for our mobile audience and prepares all the content and campaigns for launch.
Run and Measure Results
Now you are running you first Rich Audio Ad campaign — Congratulations! A wide audience listens to their favorite music, every now and then your story plays and users take action, clicking the ad or remembering your brand.
After launching the campaign we measure how the ad campaign is working. You can see the results delivered by your Rich Audio Ads; see which stories drive the most action with the audience; and which versions entice users to your site most effectively.
This is how our AdStudio team takes an idea of an ad campaign from concept to creation. If you have questions or comments about the process or would like a free evaluation for a makeover of your ad campaigns to run some Rich Audio Ad campaigns, get in touch!