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

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 neglecting what is certain to become an increasingly important area: sound.

Sonic branding

That is being driven in part by consumers' willingness to use things like voice search on their smartphones and the rapid penetration of new voice-activated technology such as Google Home and Amazon's Alexa - the latter could be in four in ten UK homes by the middle of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands