Digital Audio Ad Spend is Up

In Australia, industry experts suggest that despite a tough advertising market, digital audio is thriving.

According to the recent IAB Australia Online Advertising Expenditure Report, digital audio advertising reached over $68 million in the June quarter. 

This was a 14% increase from the same period in 2022. 

Podcast advertising surged by 24%, while streaming audio advertising grew over 8% to $41 million for the quarter. 

Radio streaming also increased by 81%, while podcast listening sits at a whopping 43% of the population aged 10+.

Total audio advertising for the 2023 financial year reached $235.6 million.

Audiobooks: Is Traditional Reading A Thing Of The Past?

Audiobooks continue to take the book market by storm, with a projected revenue of over $5.38 billion. 

This is likely to increase by 26.4% yearly, resulting in $35.05 billion in revenue in 2030. 

In fact, audiobooks are the fastest-growing book format in the US in terms of revenue, production and sales growth.

Books have long been a valued companion for knowledge, learning, empathy and creativity. However, the rising trend of audiobooks clearly demonstrates that people more often, prefer to listen rather than read. 

In fact, Amazon’s Audible makes up 4.2% of Amazon’s book publishing revenue and creates 10,000 book titles yearly. 

With the continued rise in audiobook and e-book formats, how long will it be before the audiobook replaces traditional reading entirely?

What is Audio Description?

Audio descriptions provide a richer and more immersive experience by offering auditory narrations of visual elements during a programme.

During gaps in dialogue, the narration describes visual elements such as scenes, settings, actions and costumes.

Earlier this month, the ABC announced their expansion of audio descriptions to ABC iview, where more than 100 titles across multiple platforms will make programs like Bluey, Four Corners and Australian Story more accessible to viewers.

Below is an audio description (script) from The Hunger Games film.

Signs on a tall wire fence read “District boundary: no access beyond this point” and “high voltage”. Katnis steps through a gap in the wires and into the woods beyond. She glances around before reaching into the hollow of a fallen tree. She draws out a wooden bow. From another tree she plucks out a sheath of arrows and straps it over her shoulder. Katnis makes her way through thick, green vegetation. Bow and arrow at the ready, she walks over a fallen tree suspended over the forest floor. She pauses, her gaze locked on a deer in the distance. Leaning against a tree trunk, she aims the bow and arrow. The deer sniffs the air and moves out of sight.

As is clear from the Hunger Games narration, viewers had to rely on someone to tell them what was happening on screen when there was little or no dialogue. This meant the viewer often missed out on important story details and the true experience of the programme.

According to an ABC and SBS audio description survey, 95% of people who are blind, or have low vision are engaging with video most days, or every day.

 

The Audio Landscape in 2023

The technical advancements in radio, music streaming, and podcast advertising has given rise to multiple avenues for advertisers to reach their desired target audiences in 2023.

Radio

Radio maintains a strong position in global advertising due to low production costs and high ROI; second only to TV. Radio’s audience also remains incredibly substantial and varied, spanning age, gender and interests.

Music Streaming

According to recent research, audio ads integrated within personalised playlists have a huge impact on long-term memory. This highlights the opportunity for advertisers to not only reach large and varied audiences, but stay with them long after their ad has played. 

Podcasts

Unlike radio, podcasts dedicate content to a specific topic or interest. This means that advertisers can match brands and services to particular programme interests.

The Road Ahead

With global audio streaming service subscriptions predicted to hit 1.3 billion by the end of the decade, and global ad spend in radio and digital forecast to reach $38.75bn (USD) before the end of 2023, it seems the audio market and its opportunities for advertisers is only gaining momentum.

McCain Launches New Interactive Audio Campaign

McCain’s new ad campaign, via voice-assisted, actionable audio advertising, will leverage the popularity of air fryers to cook their oven products.

To communicate with the ad via smart speaker, listeners who say “Alexa, Open McCain” will be sent a link with recipe suggestions for cooking McCain Foods in an air fryer.

The move follows research from Neuro-Insight that suggests branded smart speaker ads trigger a 25% increase in brain activity when compared to standard audio ads.

Actionable audio ads comprise of three elements: 

  • a radio ad via a smart speaker
  • a smart speaker call to action
  • an interaction for more information or offers

McCain Foods joins a growing list of leading brands capitalising on the benefits of actionable audio advertising.

Our Top 5 Voice Actors In Animation

The unsung heroes of the entertainment industry are of course voice actors; who bring our most beloved animated characters to life. Here are our top 5 voice actors in animation.

1. Mel Blanc

Mel Blanc was known as the ‘man of a thousand voices’. Mel Blanc voiced pretty much all of the characters from the Looney Toons cartoon series, and was known to have developed over 400 distinct voices.

2. James Earl Jones

Famous for his deep commanding voice, James Earl Jones has voiced many iconic characters including Darth Vader from the Star Wars films and Mufasa in The Lion King. For future Star Wars projects, the actor has granted permission for Disney and Lucasfilm to use artificial intelligence and archival recordings to recreate his voice.

3. Frank Welker

Some of Fred Walker’s most famous roles include Fred Jones in Scooby-Doo and Megatron in the Transformers series. He has voiced over 800 productions, received a Lifetime Achievement Award and appeared in 14 Oscar winning films.

4. Tara Strong

Tara Strong has provided the voices for many beloved characters, including Bubbles in ‘The Powerpuff Girls’ and Twilight Sparkle in ‘My Little Pony: Friendship is Magic’. She has also provided voices for The New Batman Adventures, Teen Titans, Teen Titans Go!, ‘Rugrats, The Fairly OddParents, Xiaolin Showdown and Ben 10.

5. Tom Kenny

One of the most famous voice actors working today is Tom Kenny, best known for his work as the voice of SpongeBob SquarePants. Tom Kenny has also provided the voices for many other characters, including the Ice King in ‘Adventure Time’ and the Mayor in ‘The Powerpuff Girls’.

YouTube Rolling Out Dedicated Podcast Feature

youtube

YouTube has started to rollout a ‘podcasts’ tab on the platform across the U.S, with the application to roll out globally in the future.

Historically, podcasting on YouTube has seen a number of challenges because the platform’s algorithm could not distinguish between a podcast and regular video content. 

This meant that reduced watch times saw the content penalised. As a result, creators typically set up a separate YouTube channel for podcasts.

YouTube is also apparently in the middle of testing a tool that ports video uploads marked as podcasts to YouTube Music. This functionality is being tested with limited availability.

The new changes are just the latest in a long line of developments that show YouTube is committed to getting into the podcast game.

Voice Over Styles

voice over styles

Voice over artists take on a variety of roles, from storyteller, to instructor, to salesperson. Here’s a quick breakdown of the 4 primary voice over styles.

Documentary

A documentary narrator skillfully creates an engaging journey for the viewer. Voice over artists often employ storytelling skills to bring emotion, suspense and drama to a subject. Just imagine exploring the natural world without the emotive voice of David Attenborough. 

Audiobook

Audiobook narration requires more characterisation in the performance. A voice over artist can play a number of different characters, or develop a variety of voices. In the Harry Potter series Stephen Fry takes on the individual personalities of the characters through his narration.

Commercial

In commercial narration, a voice over artist must become an extension of the brand. They must convey a message, rather than tell a story. This requires a specific tone and cadence to personify the brand, or product. For example, imagine an adventure park advertisement being read with the same style and tone as a personal injury lawyer.

Corporate and Education

Corporate and education narration requires retention and even behavior change, where the audience is required to learn something new. As a result the voice over artists must establish trust and keep the listener engaged. Similar to commercial narration, corporate narration must also convey the overarching brand style and tone.

Media Agency Audio Ad Spend On The Rise In 2023

The recently released IAB Audio Advertising State of the Nation Report suggests that despite our current economic uncertainty, media agencies will increase their digital audio expenditure in 2023.  

The results suggest that in 2023, 71% of media agencies will increase their investment in audio streaming and 78% will increase their investment in podcast advertising.

Integration is becoming more consistent with 80% of media agencies buying digital audio in combination with digital video advertising, and 69% intending to buy digital audio bundled with other media.

However, 7 out of 10 agencies state that while digital audio is effective at increasing brand awareness, some want more proof of the effectiveness of audio in brand building.

IAB’s CEO Gai Le Roy said, “One of the most pleasing results of the study was the marked increase in planning and buying audio in combination with other digital activities.”

“There is great potential for digital audio to increase its share of the digital ad pie with eight in 10 agencies who use digital audio now considering its use alongside digital video as well as the increase in omnichannel programmatic buying,” she said.

What is Lossless Audio?

audio headphones

Lossless audio refers to a type of digital audio compression that contains all of the information from the original file when compressed.

‘Lossless’ is the term used by many streaming services to label their CD-quality streams in order to differentiate from lower-quality streams and or Hi-Res streams.

However, lossless compression is different from lossy compression, which discards some of the original audio information in order to reduce the file size of the compressed audio file. 

Lossless compression will generally still result in smaller file size compared to the original audio file however, the file size reduction is typically not as significant as with lossy compression.

Lossless audio formats include FLAC (Free Lossless Audio Codec), ALAC (Apple Lossless Audio Codec), and WAV (Waveform Audio File Format). 

So where does Hi-Res audio fit into the mix? The term ‘Hi-Res’ means that the audio has a bitrate above CD, or lossless quality. In practical terms, Hi-Res audio should sound superior to lossless audio because it has a higher bitrate and sample rate.

Today, lossless formats are generally favoured by audiophiles and music enthusiasts who want to preserve the full quality of the original audio, via streaming services.