Steve Keller, SiriusXM explained that we live in a world where capturing consumer ears is just as important as capturing their eyes. Adopting "next practices" that harness the profound physiological and emotional impact of sound to influence consumer behaviour, shape brand perception, and build long-term brand equity can have a profound impact on a brand’s profitability in market.

GO TIME

·       There has been a rise in the consumption of audio media in the past decade, but only a small portion of media budgets are dedicated to audio advertising. It’s a missed opportunity that comes at a cost.

·       Creativity is key to amplifying the return on your audio advertising. Strong creative can multiply the financial returns of a marketing campaign by a factor of 12.

·       Rather than focus on best practices, focus on next practices that can lead to competitive convergence, brands should focus on next practices that can define the future.

GO DEEP:

·       We are wired for sound. More than just an emotional driver, music, sound, and voice can impact our physiology, shape our perception, create memories, provide contexts for meaning, and influence our behaviour.

·       Consider identifying sonic KPIs that speak to each of the “Three Pillars of Sound Business.” How do you want sound to impact consumer behaviour? How do you want sound to impact brand perception? How do you want sound to contribute to building brand equity?

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You can see a recording of Steve's presentation or download a summary of his presentation by clicking the links below.

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