Our very first digital audio campaign went live this week, when our highly targeted Gatwick Express ads debuted
Over the last few months, you’ll have heard a lot of excitable talk here about ‘personalised ad serving’. Commercials which, on the face of it, seem to have the unnerving ability to know exactly who you are, where you are, what the weather’s like where you are, and your shoe size. And that’s all because, through the canny use of data, those commercials actually do know who you are, where you are, what the weather’s like where you are, and your shoe…. Oh OK, maybe not that last one, but you get the idea.
Here at Get Carter we’ve spent the last few months forging a partnership with ‘A Million Ads’, the world’s first and only dynamic audio company. And the great news is, we’re fully equipped to produce highly personalised dynamic audio campaigns in-house right here, for you. Featuring finely targeted creative treatments that put your customers at the very centre of the message.
Gatwick Express wanted to target two very specific demographic types, to tell about their non-stop train service to the airport. Talking to ski-trippers on one branch of the campaign, and business travellers on the other. So we wrote and recorded alternative variations featuring a different voice delivery and music, along with a whole host of reworkings to include different destinations, weather conditions - like snow fall at ski resorts, lists of European business centres, time of day and alternating discount offers. Resulting in not just one or two ads, but thousands of potential variations which are all assembled and mixed dynamically by the ad-server instantaneously, right at the very moment of broadcast. Yes, it really is - very clever stuff indeed.
But the really neat thing about this approach, is that the recipients of the ads, who are using connected devices such as smart speakers, mobiles, tablets or pc’s to stream radio, audio, or podcasts, will only ever hear the ad if it’s personally relevant to them. They’ll also only ever hear the most contextually relevant version too. A creative approach which in a recent Survey Of UK Audio Listeners was proven to show massive uplifts of: 49% in engagement, 52% in recall, and almost 2.5 times the conversions - versus a standard ‘non-personalised’ commercial.
It’s the future of audio marketing NOW… and best of all, we can make it really easy for you.
We’re Kathryn and Mark - the Get Carter ‘Dynamic Audio Disciples’, and if you’d like a million ads instead of just one for your next campaign, make sure you talk to us.
Kathryn Humphreys & Mark Gregory
LISTEN to some of the variation examples of our Gatwick Express Dynamic Audio Campaign here: