{"id":946,"date":"2024-09-12T15:03:26","date_gmt":"2024-09-12T09:33:26","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=946"},"modified":"2024-09-12T15:03:26","modified_gmt":"2024-09-12T09:33:26","slug":"john-fix-on-audio-advertising-its-measurable-and-it-works-if-done-right","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/john-fix-on-audio-advertising-its-measurable-and-it-works-if-done-right\/","title":{"rendered":"John Fix On Audio Advertising: It’s Measurable, And It Works — If Done Right"},"content":{"rendered":"
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John Fix on Audio Advertising: Measurable and Effective When Done Right<\/span><\/h1>\n

 <\/p>\n

John Fix, who, during his time as a manager at Procter & Gamble, led the initiative to move the company’s radio advertisement profile from non-existent to first. Discusses audio’s importance in the inaugural column on Westwood One.<\/span><\/p>\n

“AM\/FM radio and podcasts provide extensive reach and are very effective in creating incremental reach when coupled with a traditional media plan,” the consultant who is now a consultant states. “There is a misconception that advertising depends on hearing, sight, and motion, based on the assumption that audio does not have three of them. However, the ‘theatre of the brain can help a person remember that a product exists within the same category and increase awareness. The history of DJs who deliver messages for advertising in “local language” emphasises the importance of the live read.”<\/span><\/p>\n

Fix’s column is focused on the structure for evaluating the position of an advertiser and the capability of a vehicle for media to scale. Fix addresses five fundamental questions: can audio work? Can it be planned and bought in a scaleable way? Are there ways to create best practices that get audio to work? Can audio be evaluated, and is the brand well-positioned to be successful?<\/span><\/p>\n

 <\/p>\n

\"can<\/h1>\n

 <\/p>\n

Concerning the first of these five items, Fix states, “The strength of audio in a media strategy is that it helps recall, connect, and extend. If done correctly, a brand’s message will explain how the brand provides significant benefits. Audio is the most effective when branded and trusted voices deliver an important message. And, planning tools will show the progress of sound.”<\/span><\/p>\n

When it comes to purchasing and planning, Fix notes that “once companies begin to trust audio, they will want to know how it will fit in the overall media plan. In this way, there’s an evolution from buying beads to purchasing necklaces. A media strategy involves creating an investment plan that creates a complete strategy, where the incorporation of audio (AM\/FM radio, streaming, and podcasts) in planning tools plays significant roles. For companies, this shifts audio from an investment part of the margins to an integral component of a media plan.”<\/span><\/p>\n

Fix emphasises the importance of having a creative approach to audio<\/a> to make the most sense for customers. “A brand can believe in audio and plan and buy audio, but if poorly executed, the investment will be wasted, and the media suppliers will suffer,” Fix states. “The industry must be assertive here to make it clear that sound is handled correctly and to work with advertising agencies and the advertisers to ensure that the primary factors of audio (creative positioning, location, audience matching flighting, reach, weights, etc.) are effective. Brands aren’t looking to be told after realizing the plan was in error.”<\/span><\/p>\n

<\/h1>\n

Regarding audio measurement, Fix points out that “many companies will not invest in a project in audio unless they have the right information that covers everything from proof-of-performance to attribution. All media, even audio performed at a large scale, requires data readily available and accessible to advertisers. It is important to include audio data into the data sets that are syndicated, which lets brands invest in the media, but also can help companies to find out what their competitors are doing and where they aren’t.”<\/span><\/p>\n

In response to the last issue of brands that are adequately prepared to succeed, Fix says, “The advertiser must create an effective message. The ability of the consumer to connect all media elements is crucial since a brand has to appear, sound, and feel consistent with the person buying it. That’s the area where sonic branding could play an important role. A brand that uses its most recognizable assets, such as its sound, can guarantee that the audio works. If you’re a marketer new to audio and want to try this medium, I strongly suggest testing the creative before you go live. Is your ad audible? Are there any emotional triggers to guarantee recall? Do you have strong brands that are linked?”<\/span><\/p>\n

Fix says, “These five questions are crucial to both the advertisers, the companies that provide audio, and the whole industry. Communicating with advertisers is most effective when it is regarded by the stage of the advertiser as well as the industry. Inability to recognize and answer each step of the five-question framework can cause delays that are not needed.”<\/span><\/p>\n

 <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/946","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=946"}],"version-history":[{"count":1,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/946\/revisions"}],"predecessor-version":[{"id":949,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/946\/revisions\/949"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media\/948"}],"wp:attachment":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=946"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}