Audio Appeal For Gen Z

So how do brands leverage Gen Z’s move away from scrolling on social media, to listening via audio platforms like Spotify?

As young consumers seek immersive experiences, audio platforms provide a unique opportunity for brands to create memorable connections. 

Consumer spending habits suggest Gen Z are inclined to choose or buy a product from a brand with a sonic identity. 

In Spotify’s Culture Next Report, 50% of Gen Z stated they had a higher amount of trust in podcasts in comparison to traditional media sources such as TV news, radio, and newspapers. 

This suggests that audio marketing’s non-intrusive format, the ability to provide relevant and authentic messaging and the ability to hold a user’s active attention is key in building appealing to Gen Z.

Not bad for a generation that’s said to have a short attention span for advertising.

Spotify Takes On Audible

Spotify is taking on Audible for a share in the growing audiobook market, with the recent announcement that their premium memberships will include 15 hours of access to 150,000 audiobook titles each month.

Today, one third of Australians listen to audiobooks, with many of those listeners new to the format.

Audiobooks can be a lucrative source of income for authors because they offer higher royalty rates than other formats. Audible also commissions original work from local authors.

Experts suggest a greater demand for audiobooks will mean more opportunities for revenue streams because the audio format appeals to a different kind of reader.

Opportunities for revenue from audiobooks also exist away from the major tech platforms.

For example, in March, the Federal government announced an extension to the Public and Educational Lending Rights schemes to include digital content.

This means authors will be paid when public library users borrow the audio version of their book.

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.

Hardy Audio Takes a Breath

The Hardy Audio team recently recorded two guided meditations for Mick Allen at 100% Breath for distribution on the Insight Timer app.

Insight Timer is a popular relaxation app that uses guided meditations, music and talks, to help with sleep, relaxation and mindfulness.

“The Insight Timer app is where my journey began and I’m grateful everyday to have found it. So, it was important for me to give something back to the community, and to anyone else that needs a little time out,” said Mick.

You can listen to the meditation recordings by Mick here.

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 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. 


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’.

5 Benefits of Audiobooks

Audiobooks are now a staple for many because they provide a practical substitute for traditional reading, and due to the rise of digital applications, are now widely accessible and portable. So here are 5 benefits of the audiobook.


One of the primary benefits of audiobooks is their convenience. You can obviously pop a hard copy book in your bag, but because audiobooks are kept on a digital device, or stored in the ‘cloud’, they enable you to carry any number of books with you.

The Experience

Audiobooks can improve the ‘experience’ of a story. Being voiced by a professional voice over artist, the narrator can create the emotions expressed by the characters.

Reading Challenges

People with low vision, or reading challenges can also access books through audio. They can also encourage a love of reading for those who might not have been able to connect with written materials in the past.


A narrator’s voice can provide a sense of connection and companionship for people who may spend a lot of time by themselves.

Group Reading

Audiobooks can bring people together. For example, a family might listen to a story together, provoking discussion, or book clubs might debate books in-depth and examine new works together.