The Digital and Audio Agency Model Brands Need to Tune Into

As our engagement with content diversifies, audiences have increasingly more control over the ads they consume – or avoid – resulting in new challenges for brands and marketers. Simultaneously, we’re heading into a screenless future with sound playing an increasingly important part in the advertising of tomorrow. How easy is it for agencies to ramp up their sound production as they take on new challenges facing brands?

Consumers are already tuning into audio with over half of all albums bought and listened to in the UK being streamed, 42 million people streaming podcasts every week, and revenue from audio devices expected to grow to £7.5 billion by 2022. The proliferation of voice technology is changing our everyday and the way we do business – so, there’s reason why the topic is trending in the ad industry this year. 

But why should brands be actively pursuing advertising in this area and how can they do it well?  Whilst traditional agencies are well-versed in radio marketing, Kayvan Moghaddassi, Global Digital Director at specialist audio & digital production agency, Red Apple Creative, says that audio must be teamed with digital and data to achieve the best effects in today’s climate: “Whilst advertisers may be facing increasing uncertainty in reaching audiences, consumers are plugged in around the clock in a multitude of settings with voice activated smart speakers, in-car integration and streaming services. This means huge opportunities for brands to evoke immediate engagement with consumers.” 

Established in 2010, Red Apple Creative is an agency with DNA rooted in both audio and digital advertising. Working with brands including Spotify, Disney, Cadbury’s and Ford, Red Apple Creative have been tapping into an ideology of seamlessness linking the consumer journey through audio, data and digital.

Kayvan says: “Audiences can stop what they’re listening to and act on a piece of communication wherever they are, meaning many ways to connect the audio experience to digital channels such as microsites and landing pages for integrated campaigns. Really successful audio advertising seamlessly punctuates someone’s daily soundtrack, and actually complements it. We can be informative and entertaining and then lead people who want to know more online to even deeper experiences right there and then if they want. That’s quite exciting!”

Their unique approach comes from Co-Founders Paul Golliker’s 20 years radio/audio background and Kayvan Moghaddassi’s 20 years of music & digital experience.

Whilst data is providing Red Apple with the foundation for effective targeting – giving relevant insight into an audience, their location and interests, they recognise that it’s only one element of producing great creative. To confront the challenge of people increasingly switching off ads, content must be used to make engaging and interesting work by giving value to the consumer. “Generally, people only avoid ads if they’re annoying, intrusive or irrelevant. If as a middle-aged man I’m served ads for teenage pop music and make-up, then of course, I might have a negative perception of the brand or platform. But if I’m served trailers for films I’m interested in, or for new tech I’ve been waiting for, then the advertising is actually serving a purpose – I’m getting something from it.”

However, the benefits of sound haven’t gone unnoticed by some brands who are already embracing more intricate strategies for the use of sound, audio and digital. Paul says: “We’re creating audio guidelines for clients with as much time and energy dedicated as you’d expect from traditional visual brand guideline strategies. We’re really starting to see brands take sound very seriously as they move forward.” 

But embracing the voice-dominated world of tomorrow also throws up some sometimes unexpected questions: “Brands have always talked about their tone of voice, rightly so, but now they’re also having to think about their actual voice. Are you Tom Hardy or more of an Idris Elba?! Are you Elizabeth Hurley or Sarah Millican? It’s an interesting time for sure!”