The Drum and Spotify have launched a special three-part podcast series and the first episode themed around the ‘Future of Audio’ has gone live on Spotify.
Moderated by Charlotte McEleny, The Drum’s Asia editor, the podcast features Vanessa Goh, creative strategist lead, SEA from Spotify alongside VJ Anand, head of creative, APAC at VaynerMedia.
The increasing importance of audio to the brand marketer has grown manifold in the last few years and brands have just started recognising the power of sound. The episodes would look at how digital audio presents brands with boundless creative opportunities - from music to podcasts and beyond - to be heard by consumers at the right time and in the right moment.
The specially curated first episode of the ‘listen and learn’ session covers various aspects of the world of audio. Some of the themes covered include the science of sound, why sound is a powerful influencer, the science behind the receptiveness to sound. It also touches upon how context and data can power the effectiveness of ads - now that we have audio and music with us all the time and on-demand.
Highlighting the possibilities in which sound can be used, Spotify’s Goh says, “Sound can be used in many interesting ways. Basically, sound triggers can be used smartly to push to the right people and in the right manner basis their personalities, what they like etc.”
With global ad spend on digital audio advertising projected to reach $4.5bn this year and the number of listeners set to exceed 976 million, according to Statista data, this is one medium that marketers and advertisers cannot afford to ignore.
Tune in as The Drum and Spotify explore the new creative frontiers of sound, looking at how technology, data and emotion can come together and help create a powerful digital advertising platform.
VaynerMedia’s Anand, says, “Audio is really powerful though it tends to be a bit underrated.”
To find out more about audio, an underrated digital and creative platform, listen to episode one of the podcast on Spotify now.