A panel of experts sat down to discuss how brands can work with audio streaming services to best serve customers on the third day of Ad Week Europe.
The panel, which included representatives from Mindshare, Spotify and Absolute Radio decided that, while the video star was still very much alive and kicking, audio was giving it a run for its money thanks to its relative simplicity. Also, the way in which audio is used has much closer links to moment marketing, with users selecting different content depending on time of day and activity.
However, they agreed there is a fine line between intuitive and invasive, and in order to avoid pillaging advertising formats, branded content needed to be tailored and relevant as it can’t often be skipped.
Looking at podcasting, the experts discussed how listeners trust the presenter’s voice so reading out the ad themselves carries a lot of weight as opposed to repurposed commercial ads. Although there are a wide range of podcasts already available, if brands can find a niche, they may be able to create their own and maintain a healthy listenership.