Contextual conversations and sonic branding: why brands need to rethink audio

Brian Carruthers

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

The advertising industry is largely concerned about attracting consumers' eyes rather than their ears: television, cinema, print, OOH and digital are visual media. And while it dances around issues like how to measure viewability, it is in danger of

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