There are three things that, in our experience, have become common to high-growth advertisers focussing on omnichannel delivery.

• Richer, data-driven approaches

• Outcome-based, always-on activations

• Significant investment in innovating the creative process

Why this happens is simple: it pays to put personalized, dynamic content at the front and centre of your advertising strategy.

That being said, when the right creative has to account not just for the audience’s preferred channel, but ever more personal indicators like location, time-of-day and even their offline history with you, it’s something that’s easier said than done: but it's more achievable than ever with AI audio.

We won’t claim to resolve your entire omnichannel creative process. But we can show you how, by elevating your audio creative production with AI, you can augment your current activations, transform data into creative far quicker, and remove barriers you didn’t think could be removed in the traditional production process.

What traditional bottlenecks are there to high-growth, omnichannel campaigns?

1. Audio is an afterthought

This might surprise you, but it’s quite common: advertisers commit to a campaign, like a video campaign, adapt it across other video formats (like YouTube or CTV) without narration and… see poorer engagement.

The obvious flaw is that sound is on by default in these mediums, so the lack of it can be jarring.

But the bigger issue is cultural for advertisers: simply put, audio frequently isn’t seen as a priority, especially in sectors where visuals are so valued, such as Travel and Automotive.

That’s not a supposition, it’s fact: In the USA alone, Americans spend a fifth of their daily media time listening to audio - but it only accounts for 3% of advertiser’s ad spend [IAB].

We’ll explain why that’s a missed opportunity below.

2. Your process to produce creative isn’t optimized

Let’s say your process for producing dynamic creative across channels and touchpoints is: Creation  ▶️ Adaptation ▶️ Optimization  ▶️ Recreation (as a cycle…)

It’s a model that works, but advertisers aren’t set up for continuous optimization of that process, in a few ways.

Even if you know what to optimize, you might not be able to produce the adapted assets quickly enough (or get approval for them in the volume you need).

3. Optimization from data only takes place after your campaigns

If your current working model assumes you take learnings from a campaign into consideration ‘for the next campaign’, you aren’t set up for continuous optimization and iteration.

High growth dictates that creative be adapted in-campaign: which requires you to collect data from all available sources, quickly turn these insights into optimized creative and distribute these across different formats to ensure optimal performance and end-user experience.

In the case of dynamic audio and video, that requires a production process that is faster than what humans can produce.

What is changing with AI-powered audio?

The three problems above are just examples of ways that even the most innovative advertisers and agencies come unstuck when delivering omnichannel campaigns.

And you may have noticed one problem unites them - your creative production process. 

For many agencies and advertisers, the traditional studio-based process to create dynamic audio creative in particular is such a bottleneck that it even reduces their appetite to use audio in the first place.

As it stands:

• It’s too slow (considering every stage, including scripting, voicing, production and delivery)

• It’s too expensive to achieve at scale - especially for a high volume of dynamic creative assets.

• It’s not agile enough to allow you to transform findings from data into optimized creative.

That’s the traditional process.

An AI-driven, end-to-end production process changes everything. Why?

1. You unlock audio across all channels

With AudioStack’s workflow, it’s not just the power to generate a 30-second audio spot for Linear TV in seconds that’s remarkable.

It’s how, with the same parameters, you can generate an optimized 6-second version for YouTube, a 10-second version for Meta; all with the same sound template and voiceovers that a brand requires to resonate consistently and familiarly with its audience.

Where you didn’t have budget before, AI enables you to add audio to video seamlessly at dramatically reduced cost. 

And the benefit of including audio in your media mix is a significant return on investment. In that same example for automotive we cited earlier, an increase of just 1.8% in audio investment yielded a 23% increase in ROAS for 40 major advertisers [Neustar].

But even without mixing audio and video, the benefit of AI-powered audio as a standalone medium for radio, podcast and other digital audio advertising is the same. Speaking of…

2. Your process to produce creative is optimized with AI

Creating assets with an AI-powered audio workflow takes just seconds - transforming a days-long process from scripting ads to approving and delivering them at scale, into a ‘campaign in minutes’.

Scripting, voicing and mastering of broadcast-ready ads is game-changing - but when generated within your standard templates, those repetitive tasks like product, price and location updates that make personalized campaigns successful become simpler to produce and approve at scale.

That saves you incredible time versus your traditional process.

3. AI lets you test and optimize campaigns as they run

AI lets you deliver audio creative at a much faster cadence, which also empowers you to test and activate in-campaign.

If you can generate a broadcast-ready ad in seconds and deliver it for broadcast just as quickly, you can test more creative concepts, learn from those that are successful across formats, and iterate the approach whilst the campaign is still running.

So, what’s next?

Data and outcomes - you don’t need us to tell you that those are determining where and how you deliver your omnichannel campaigns. But when it comes to rethinking the prohibitive processes that stifle so many of your ambitions, you can unlock growth (and the full potential of your data and creative teams) with AI.

But we can’t just tell you. In the next blog, we’ll show you how industries that depend on omnichannel are using AudioStack to automate tedious processes, enrich their creative with conversion-focused audio and generate results by using data to produce that audio quicker and at greater volume than humanly possible.

If you can’t wait and want to see it for yourself, just get in touch and we can show you how it works: