Hardy Audio

The Best Chistmas Campaigns Of 2024

Glen — Mon, 16 Dec 2024 02:18:22 +0000

It’s no surprise that Christmas advertising performs well due to the feel-good ‘human truth’ story-telling that brands employ. So let’s take a look at this year’s favourite’s.

AMAZON

In the US, Amazon’s ‘Midnight Opus’ ad tells an uplifting story of a theatre caretaker who usually works behind the scenes. In the ad, Amazon emphasises the joy that a simple act of thoughtfulness can bring to others.

COCA COLA

One of the year’s most talked about ads was Coca Cola’s ‘Holidays are Coming’ because it was AI-generated. Many speculated that AI wouldn’t engage consumers. What do you think?

JOHN LEWIS

In years past, UK department store John Lewis has made some of the most talked about Christmas ads. This year the team chose to start the story in a John Lewis store and then lead viewers on a mysterious journey in search of a gift.

MYER

Closer to home, Myer’s ‘Share the Joy’ ad saw a departure from the tone and style of previous Christmas ads. ‘Share the Joy’ features a naughty Grinch-like character who disturbs the neighbourhood Christmas decorations.

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Spotify Trials New Video Features For Audiobooks

Glen — Thu, 21 Nov 2024 23:20:45 +0000

In an effort to bring listeners closer to their favorite authors and stories, Spotify will trial three new features (for premium users), which include video clips, author pages and the ability to add visuals that appear while you listen.

The new ‘follow along’ visual feature aims to provide a more immersive experience, making it feel as if users are flipping through a book with illustrations, photos, and graphics.

Another interesting feature will be the option for authors, or publishers to submit a short video with the audiobook, such as an interview with the author, or behind-the-scenes footage from the audio recording process.

In addition, new author pages will build upon current artist pages, with dedicated profiles work, and other relevant author information.

The new features are currently live for premium listeners in all markets where Spotify audiobooks are available, including Australia.

The introduction of video clips for audiobooks aligns with Spotify’s ongoing investment in the format, particularly following the launch of music videos and video podcasts.

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Digital Audio & Podcast Listener Patterns Similar To Radio

Glen — Thu, 10 Oct 2024 01:55:28 +0000

A recent Australian Internet Advertising Revenue Report (IARR), compiled by PwC states that podcast listenership peaks between 7am and 9am, with a smaller spike between 4pm and 6pm. Which of course mirrors radio, or people’s daily commute to and from work.

The IARR report also suggests that we’ve seen a 23.6% increase in podcast and streaming audio ad spends this year.

In fact, the $290 million ad spend has been the mediums fastest growth period since the previous peak of 477.8 million during the December 2023 quarter.

As such, advertisers are increasingly investing in online audio because it remains prevalent in people’s cars, homes, and on portable devices while continuing to deliver both audience trust and accessibility.

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Remembering James Earl Jones

Glen — Fri, 13 Sep 2024 01:55:17 +0000

James Earl Jones who died on 9 September 2024, will be remembered as an acting icon and master of voice.

An Emmy, Tony and Golden Globe award winner, Jones performed the iconic character voices for the Lion King’s Mufasa, and Darth Vader in the Star Wars films. Jones also famously lent his voice to CNN’s tagline, “This is CNN.”

His first movie appearance came courtesy of the 1964 film Dr. Strangelove. His most memorable film roles included Conan the Barbarian, Coming to America, Claudine and The Field of Dreams.

In 1969, Jones participated in making test films for Sesame Street, which were instrumental in what was to become the long running format for the children’s educational series.

Jones was a once in a generation talent who has left an enormous legacy in American culture.

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Latest Audio Listening Trends In The US

Glen — Tue, 20 Aug 2024 06:12:38 +0000

Nielsen’s recent audio report suggests that Americans spend almost 20%, or 4 hours and 5 minutes of every day listening to audio.

The research, conducted between April and June, 2024 breaks down people’s time spent listening to audio as follows:

67% of daily listening to ad-supported radio
19% of daily listening to podcasts
11% of daily listening to streaming services
3% of daily listening to satellite ad-free subscription radio

While Americans use radio throughout their day in many different settings, most listening happens outside of the home during daylight hours.

In the car, more than 80% of ad-supported audio time goes to radio. With radio offerings that spread news, culture, music, comedy, sports talk and companionship.

The share of streaming audio is also dynamic when sorted by age. The formats which have a higher share of audience for streaming are spoken word, which are inclusive of News and Sports, and rock-based formats, which include Alternative and Classic Rock.

Among younger listeners (18-34), there is more balance between total share and streaming because these are the most avid audio streamers.

Even with new channels emerging every year, audio remains a cornerstone of the American media diet.

This is particularly true in 2024 with marquee sports and news events like the summer Olympics and presidential election.

As marketers continue to look at where best to engage with audiences in Australia, the report continues to provide great insight into audio’s reach and impact.

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What’s The Future of Audio Advertising?

Glen — Tue, 09 Jul 2024 09:55:00 +0000

The world of audio advertising is evolving – fast, and 2024 is certainly looking like a bumper year. Worldwide, more consumers are engaging with audio entertainment, bringing the number of monthly average podcast listeners to over 1.7 billion.

According to YouGov, the number of Brits listening to podcasts for more than six hours a week has doubled since 2019. And, we’re talking about a space that is still very much in its infancy, especially when compared to other advertising segments.

With the dynamic evolution of audio, the future focus also looks set to be housed in personalisation, where it’s anticipated that interactive formats and immersive experiences will foster heightened user engagement and brand retention. So we might not only see ads integrated into playlists, but genres that align with a campaign’s theme or mood. This will of course ensure that ads are not just heard, but contextually relevant to the listener’s location, behaviour and mood.

Beyond 2024, we know that wherever consumers go, advertisers will inevitably follow, so forward-thinking brands will recognise that using digital audio can help them carve out a distinct and personal presence amidst the busy landscape of visual advertising.

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Agencies Buy Into Digital Audio Advertising

Glen — Tue, 04 Jun 2024 05:39:24 +0000

In a recent industry presentation, marketing guru, Mark Ritson suggested that allocating just 11% of your marketing budget on radio can double the effectiveness of an overall campaign.

To date in 2024, agencies continue buying digital advertising in combination with other digital display formats, and recent research suggests that 90% of agencies have been heavily incorporating streaming audio advertising.

Over the last twelve months, digital audio and podcasting has been one of the fastest growing areas of the digital advertising ecosystem, with entertainment and lifestyle podcasts the most popular genre.

There isn’t a product or a category that can’t exist in compelling audio, so there’s no doubt the future sounds good for audio digital.

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Full-cast audiobook productions of Harry Potter coming to Audible

Glen — Tue, 07 May 2024 04:19:25 +0000

Late next year, a partnership between Audible and Pottermore Publishing will see full-cast audio productions of all seven Harry Potter books released on Audible.

The new audiobooks will offer the full range of character voices, real-world sounds and musical scoring for the recorded stories.

Each of the seven audiobooks will be released sequentially for a global audience.

The Harry Potter audiobooks were first published in 1999 and since launching on Audible in 2015 have reached 1.4 billion global listening hours.

The complete Harry Potter audiobook collection on Audible also includes:

The Tales of Beedle the Bard performed by Jude Law
Harry Potter: A History of Magic performed by Natalie Dormer
Fantastic Beasts and Where to Find Them performed by Eddie Redmayne
Quidditch Through the Ages performed by Andrew Lincoln

Bob Carrigan, CEO of Audible, said, “We are thrilled about the opportunity to be part of this next chapter – delighting new and old fans alike with a reinvigorated listening experience that Audible is expertly positioned to create.”

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Spotify Users Listening To Audiobooks

Lauren — Fri, 19 Apr 2024 06:29:54 +0000

In a bid to attract new users and retain existing ones, Spotify introduced 15 hours of free audiobook listening per month from October last year for paid subscribers.

Today, one quarter of paid users in the UK, US and Australia have started listening to audiobooks as part of their subscription.

Spotify states that 57% of users are 18-34 years-old, which suggests the new format is appealing to younger listeners.

Spotify says audiobook listeners spend an additional two and a half hours in the app within 14 days of starting a book.

To further boost the number of audiobook listeners the company is set to roll out more tools like an author-oriented dashboard.

Book publishing partners have also been encouraged to share content, when authors appear on podcasts, allowing the company to also promote them on podcast pages.

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What Makes A Great Voice Over?

Glen — Wed, 13 Mar 2024 05:53:46 +0000

A great voice over is one that effectively conveys the intended message, or story while engaging the audience. Here are some key elements that contribute to a successful and professional voice over:

Clarity

The voice should be clear and easy to understand. Pronunciation, enunciation, and pacing are important factors in ensuring clarity.

Emotion

The voice should convey the appropriate emotions for the context of the content. Whether it’s excitement, empathy, seriousness, or humor, the voice actor should be able to express emotions authentically.

Tone

The tone of voice should match the mood and purpose of the content. It could be authoritative, conversational, persuasive, or instructional, depending on the requirements.

Consistency

Consistency in tone, pacing, and delivery is crucial for maintaining the audience’s attention and ensuring coherence throughout the voice over.

Engagement

A good voice over captures the audience’s attention and keeps them engaged throughout the duration of the content. This can be achieved through dynamic delivery, storytelling techniques, or a compelling narrative.

Timing

The timing of the voice over should be synchronised with the visuals or other elements of the content to enhance comprehension and impact.

Adaptability

A skilled voice actor should be able to adapt their voice to suit different genres, audiences, and styles of content.

Professionalism

A good voice over is free from distractions such as background noise, mouth clicks, or other technical issues. It should sound polished and professional.

Authenticity

Authenticity is key to establishing trust and connecting with the audience. The voice should sound genuine and sincere, reflecting the character or brand it represents.

Versatility

A versatile voice actor can perform a variety of roles and styles effectively, from commercials to narration to character voices.

Overall, a good voice over combines technical proficiency with creativity and authenticity to effectively communicate the intended message and leave a lasting impression on the audience.

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