A recent conversation on the excellent Ad Week 2020 event brought up the question of audio as the new social. Chelsea Campell from Pandora and James Clarke from Frito-Lay discussed this as well as other thoughts around audio in the current environment.
- Personalised content for the consumer will be key.
- New ad formats such as voice control features will continue to build new interactive opportunities for the medium.
- Increased podcast listening is a very real trend that brands are interested in. Podcasts are where the social conversations are happening, it’s a different level with full on opinion, a much deeper and richer content environment unlike social which can be tainted as superficial at times. Podcasts provide the fluid conversation and discussion that can make a real difference and brands want to be part of that.
- And finally agility, social is quick to turn around as is audio, being able to react quickly to a constantly changing environment and connecting with consumers changing emotions is necessary, never more so than in 2020.
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