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Original Thinking
AUDIO INNOVATION HUB
Get the 101
on effective audio
IDEAS SOUND BETTER
OUT LOUD
Scroll for the proof, the products, the pace and the process.
ON THIS PAGE
8 SECTIONS
WHY AUDIO WORKS

The proof, in numbers

ROI
~+5%
short-term campaign ROI uplift
When around 15% of media spend goes to audio. Audio outperforms the all-media average for ROI.
RADIOCENTRE / WPP MEDIA · HIGH GAIN AUDIO · 141 BRANDS · £1.8BN
CONSISTENCY
#1
creative driver of awareness & trust
Distinctive sonic assets, used consistently, are the single biggest audio creative driver of awareness and trust.
RADIOCENTRE · SPEED OF SOUND
Audio isn't a nice-to-have. It's the most under-priced attention in media.
BEST PRACTICES

What great audio does

01 / 06
One message, not ten
Great audio lands a single clear thought and makes people want more. The website can do the rest.
02 / 06
Fit for format
Never make one ad and stretch it everywhere. Podcast, streaming, broadcast and programmatic each get tailored craft.
03 / 06
Headphone-first
So much listening is now intimate and unforgiving. Write and mix for the listener's ears.
04 / 06
Be distinctive, be consistent
Ownable sonic assets used consistently are the biggest creative driver of awareness and trust.
05 / 06
Data-led, human-made
Personalisation makes one idea thousands of relevant messages, but the craft is always human.
06 / 06
Measure it
Audio effectiveness is provable. Build measurement in from the brief.
Want the full playbook? Every client gets our Production Guide on day one.
TALK TO US →
WHAT WE MAKE
SIDE A · SIX TRACKS

The line-up

TRK 01
Sonic branding
Your brand already has a look. We give it a voice people recognise in half a second.
TRK 02
Audio creative
Radio, streaming and podcast ads people actually remember, written, cast and scored in-house.
TRK 03
Dynamic creative
One idea, thousands of versions, audio that adapts to weather, location and moment.
TRK 04
Binaural audio
3D sound that puts listeners inside the story. Headphones on, world off.
TRK 05
Live event audio
Soundscapes and sonic moments for activations and launches people talk about afterwards.
TRK 06
Audio strategy
Where, when and how your brand should sound, grounded in listening data, not guesswork.

Ideas to get you thinking

FIVE INDUSTRIES · DYNAMIC AUDIO →
Industry-specific ways dynamic audio can work harder for your brand, starting points, not a menu.
RETAIL
RETAIL
Weather-adaptive messaging
Live and forecast weather adapts the message to local conditions, hot coffee on colder days, iced when temperatures rise.
Live fuel pricing
Real-time fuel price data feeds straight into the creative, driving listeners to nearby locations.
Dynamic pricing
Offers update in real time to reflect the latest deals, keeping every spot accurate and effective.
TRAVEL
TRAVEL
Destination weather
Tailor ads to conditions at the listener's location, or their destination, to drive consideration.
Airport geo-fencing
Geo-fenced targeting around departure airports means every listener hears their nearest airport.
Dynamic pricing
Fares update in real time to reflect the latest offers.
AUTOMOTIVE
AUTOMOTIVE
Nearest dealership
Tailor ads to each listener's location and direct them to their nearest dealership.
Launch countdowns
Date targeting updates the creative daily, building anticipation with a countdown to launch.
Live inventory
Real-time stock data becomes real-time marketing, new delivery, last few, last one.
FINANCE
FINANCE
Live interest rates
Messaging updates automatically as rates change, keeping campaigns accurate and relevant.
Live market data
Creative adapts in real time to reflect changing market conditions.
Podcast category targeting
Your ads appear alongside relevant technology, business and finance content.
GOVERNMENT
GOVERNMENT
Live environmental data
Messages adapt in real time to changing conditions, prompting action and directing listeners to trusted sources such as ABC Local Radio.
Road safety, by time of day
Messaging adapts throughout the day to reflect changing driving conditions and commuter behaviours.
YOUR JOURNEY

From brief to live, in five steps

01Brief
→
02Create
→
03Produce
→
04Review
→
05Deliver
01 / 05
Brief
We meet, understand your objective, audience and platforms, and confirm scope, quote and timeline before anything is recorded.
TYPICAL TIMELINES · FROM BRIEF TO DELIVERY
indicative, confirmed at brief
Audio Ads
from 5 days
3D Audio
from 8 days
Dynamic Audio
2-3 weeks
Live Event Audio
3-4 weeks
Sonic Branding
4-6 weeks
01 wk2 wk3 wk4 wk5 wk6 wk
HEAR IT IN CONTEXT

Our ads, where they actually run

An ad sounds different inside a podcast, a live stream or a playlist. Press play on each phone and hear real work in its natural habitat.
9:41
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OA
PODCAST
···
PODCAST
Up next · The Mitch Churi Chat Show
back after this ad break
9:41
▪▪▪
OA
LIVE RADIO
···
LIVE RADIO
Breakfast with Sam & Jules
96.9 FM · back in 30 seconds
9:41
▪▪▪
OA
MUSIC STREAMING
···
MUSIC STREAMING
Morning Mix
sponsored break · your music resumes soon
SPEAK AUDIO
Tap a chip, we'll never make you learn the jargon, but it's fun to know.
Sonic logo
Stems
VO
Bed
Master
Programmatic
Spatial audio

Research & thinking

READ · THINK · LISTEN ↓
Speed of Sound, Radiocentre
RESEARCH
Speed of Sound, Radiocentre
WARC, the state of audio
RESEARCH
WARC, the state of audio
POV title goes here
OUR POV
POV title goes here
OUR POV
POV title goes here
JUST EXPLORING?
No brief, no problem.
Book a 20-minute discovery call. We'll talk about your brand, play you some work, and you'll leave with ideas either way.
TALK TO US →
READY TO BRIEF US?
Start your brief. Two minutes, tops.
Name *
Email *
Objective *
Audience *
Key message
Deadline & budget guide
Platform(s)
Radio
Streaming
Podcast
Programmatic
Social
In-store / Event
Format & length
Audio ad, 15s
Audio ad, 30s
3D / spatial
Dynamic
Sonic branding
Live event
Tone & references
SEND YOUR BRIEF →
Lands straight in our Brief phase, we'll come back within one business day.
Original Audio
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