"Now that sketch did have a glaring omission: audio. Time to take another look and add audio into the mix. Audio is one of the most overlooked channels in data-driven marketing. Sure, it has measurement issues and can't compete with the last-click attribution "goalhangers", taking all the glory and reward for handy conversion tap-in (Google, Meta, Amazon et al). But that will be fixed, as we build AI powered attribution."
"But for brand building, nothing compares to audio. I'm still humming radio jingles for random Dublin shopping centres and a local butcher chain from the early 90s. So niche, yet so memorable. Think what you could do with AI-powered jingles trained on classic radio ads with personalisation. The trust factor for audio is also massive. As people flee the enshitification of platforms, podcasts become a refuge. That inventory is highly sought after."
Audio is often overlooked in data-driven marketing despite strong potential for brand building and memorability. Measurement challenges and last-click attribution dominance limit audio’s credit for conversions. AI-powered attribution offers a path to resolve measurement gaps. Audio creative enables personalised, AI-generated jingles trained on classic radio adverts to increase recall. Podcasts and niche audio inventory benefit from listener trust as audiences flee platform degradation. With AI and chatbots disrupting lower-funnel tactics, audio occupies an influential mid-to-upper funnel position before user prompts. Further analysis of the changing audio landscape is planned.
Read at Exchangewire
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