26% of consumers’ daily listening time is on mobile devices, and 2/3rd US digital audio listeners will access content via mobile by 2021.
IG Stories are 60% “sound on”, garnering over 500 million views daily, a 250% increase in 2 years.
According to Snapchat, video ads are 65% “sound on”, and a stunning 90% of 13-24y use Snapchat daily.
2.45 billion daily users with 74% 'high earners'. Engagement on this platform is highly ‘sound-on’ and should ladder up to a consistent brand sound.
Listening to music is the world’s #1 form of entertainment, with 93% of US spending 25 hours streaming music weekly. Streaming listeners are 1.5x more likely to shop online than non-streamers.
Streaming audio is the fastest growing digital ad segment, and adaptive audio strategies via programmatic are changing the landscape, making audio a way to pivot “from mass marketing with lots of waste to mass precision: to one to one brand building using data and digital technology,” - P&G’s Chief Brand Officer Marc Pritchard.
“An audio strategy is no longer nice to have… it is just as important as a brand’s visual identity”
- MasterCard’s CMO Raja Rajamannar
Audio is a way to pivot “from mass marketing with lots of waste to mass precision: to one to one brand building using data and digital technology”
- P&G’s CMO Marc Pritchard
“We think we have a real opportunity to start to think about audio branding in a really holistic way, not just as a button on a commercial. That’s work we need to do.”
-Target’s CMO Rick Gomez
Sound is more powerful than visuals for generating brand recall.
Since only 16% of tv advertising is remembered the next day and correctly attributed, we believe SOUND is the most important branding tool available to marketers.
Ipsos study 2020
Ipsos study 2020
By the year 2022...
30% of all purchases will be screenless.
$40 billion expected value of voice shopping industry
50%+ U.S. homes will have smart speakers
Whether it’s voice, music, sound design, ‘ear-cons’ -
brands must become identifiable via audio in screenless environments - and these sounds must ladder up to a coherent sonic master brand.
Music Driven Platforms
TikTok is one of the most popular apps in the world, with 2 billion downloads, 800 million monthly users worldwide. It is no longer just for teenagers, and brand integration is a new frontier for marketers seeking relevance.
Triller is another music driven platform with 26.5M monthly users in US. Users making content (music videos) spend 2 hours average, while viewers spend 20 minutes daily.
Investors include Snoop Dogg, The Weekend, Marshmello, Kendrick Lamar, etc.
47% of on-demand music streaming takes place on YouTube and YouTube ads command an attention rate of 62% (television registers 45%). YouTube users account for 45% of world’s entire online population.
With 1/3 of Millennials listening to 5 + podcasts per week, podcasts deliver highly targeted consumers, with a 25% purchase rate and 60% research rate on products advertised.
No wonder this is the fastest growing
audio segment surpassing $1B by 2021.
Average conversion to BRAND LIKABILITY
Experiencing music, whether stadium, Coachella or micro-festivals has a track record of building deep connections with consumers, especially if the music is relative and natural. Brands with a sonic strategy in place can ensure these opportunities progress their relevance and increase attribution - building long lasting "brand love".
Artists & Influencers
The right brand - artist partnership can benefit brands in countless ways - from a potential hit song with global reach to access to their influencer channels to an increase in top of mind awareness to a deeper association with a fitting set of values to cultural relevance, and so on.
We have collaborated with many legendary artists on both records and branding projects. When the brand-artist fit is perfect, the mutual benefit to brand and artist is immeasurable.
In-store Music & Sound
Over half of customers believe that in-store music should fit with the brand identity, and 44% will actually leave a store if they believe that the music is wrong for the brand.
95% of customers believe that music improves their shopping experience, while 71% will spent more time in a shop where they appreciate the music, and nearly a third say that they would return because of music they enjoyed.
75% of managers/business owners agreed that allowing staff to listen to music helps team working/team bonding; 80% of customers noticed an improvement in staff morale with the addition of music; and managers saw a 18% increase in productivity and 6.7% reduction in absenteeism.
83% of shoppers believe that silence makes a place feel unfriendly and unwelcoming. 41% of customers saying they would react negatively to silence
Our "Sound-on" world
A brand sound is a powerful voice. Sometimes sneaky, always beautiful if it rings true.
In our world, every touchpoint is an opportunity to expand a brand's halo with sound.
Each holds powerful branding and engagement opportunities that may come to define a brand. It's too important to not get it perfect.
This complex sonic-sphere is a new frontier, and we believe it deserves a sophisticated, disciplined and truly holistic approach.
We believe that in our “sound-on” world, every touchpoint is an opportunity to expand your brand halo and engrain your distinct brand identity via sound.
This means marketers not only need a strategy to integrate audio holistically across the marketing mix, but they also need their sound to be unique and to encapsulate who they are perfectly.