Audio Week: Creative Workshop
This is a recording of the event. You can no longer book but IAB UK Members can log in to watch it on demand.
Audio offers advertisers rich and growing opportunities to reach diverse audiences. But where should you start and what are the key factors you need to consider to get it right? In this creative workshop with IAB UK members, you'll explore unique and inventive examples of creativity in audio, leaving you inspired and with tangible outputs that you can implement straight away.
This year marks the 10th year of Wickes and Absolute Radio working together. What started as a straight forward sponsorship developed into a long standing audio partnership with innovation and digital at its heart.
Full trust in each other’s brands has led to wildly creative campaigns – over the years Wickes has been seamlessly integrated into station programming and the partnership has seen everything: from pivoting rapidly during the covid crisis and launching the Good Deed Register to partnering with pop-up digital station Absolute Radio 40s for VE Day.
In recent years, this partnership has grown even further, with Wickes now working with other Bauer Media brands KISS and Planet Rock. Join Lucie Cave as she speaks to Paul Sylvester, Rebecca Frank and Shelley Allison to explore what makes a such a successful partnership and the top things they’ve learnt from such a long-standing relationship. They’ll also take audiences through key case studies and reminisce on their favourite campaigns they’ve activated, showing audiences how agile and creative audio can be, and with constant innovation how it can stand the test of time – even a decade on.
Planning your audio campaign has now become similar to having 2 full Wembley stadiums, 10 sold out Glastonburys and the population of Dundee all with different musical tastes and interests.
Your challenge? Build a rapport with each of them in 30 seconds.
We’ll follow an ad campaign through the journey of an audio day, covering off best practice considerations and advice on targeting, platforms, devices, creative messaging, tone and CTAs.
In this session, we will review how user-centric innovations impact the future of digital audio and audio monetisation. We will cover the different solutions available, discuss their scope and potential, identify their limitations, and showcase POCs' results and case studies. Our goal is to provide the audience with actionable insights to begin testing these solutions at their companies or inspire new ways through which user-centric solutions might be used to deliver more delightful audio experiences.
Clearly, nothing is more important than protecting our children. Childhood obesity is a real and serious problem, and efforts to combat it deserve praise. It’s possible, however, for certain tactics to overreach, as some in our industry are suggesting is the case with new legislation that will completely ban digital ads for certain products high in fat, salt and sugar (HFSS).
It’s possible that compromises may emerge. But in the meantime, many brands will turn to audio (with responsible advertising as dictated by the media industry’s self-regulatory policies) as podcasts, streaming and radio are not considered under the new legislation.
When they do make the switch to audio, how will brands know they’re striking the right chord with consumers? What’s right for a radio ad versus a podcast ad? How can sonic branding help compensate for a lack of visual? This isn’t just a matter of rehashing video & TV ads -- audio is a unique channel that demands its own diligence and strategy.
Join Amanda DiMarco, Director of Customer Success at Veritonic, as they bring new data on best practices and how marketers audio messages are resonating for listeners in the midst of this complex issue and how to make the most of the restrictions using audio.