In our last blog, How AI Audio is changing how agencies and advertisers accelerate growth in Omnichannel, we established a few traditional barriers in creative production processes that are perfect cases for AI audio to resolve.

Need a reminder? Here are the key takeaways

1. Personalized audio content drives action and achieves greater uplift, recall and trust.

2. Traditional creative production for always-on omnichannel campaigns is too inflexible and slow: by the time you have the creative assets for an opportunity, it’s often gone.

3. With AI, you can automate the production of format-specific audio using data - making personalized assets for a dynamic omnichannel campaign in minutes.

That blog outlined what could happen. This blog will talk about what did happen for companies in sectors that introduced audio into their marketing mix; either as a new medium or to elevate their existing visuals.

Which industries benefit the most when leveraging AI to elevate their omnichannel activations?

As per the IAB’s report ‘Getting Audio and Podcasting on the Media Plan’, “every channel does better when audio is on the plan”. For example:

• Watchers of CTV, who are already more attentive than linear broadcast audiences, were shown to have improved recall by up to 12% to ads with audio [Showheroes, Kinessos]

• Listeners to radio and digital audio are 23% more engaged and 22% report better memory of ad messages when ads are relevant to them [Radiocentre]

• As a medium, radio advertising increases ad awareness by 49%, brand relevance by 24%, and brand trust by 32% [Radiocentre]

Of course, different metrics will speak to different campaigns: a retailer or quick-service restaurant has as much interest in driving top-of-mind awareness for their mobile app with CTV, as they do in encouraging a podcast listener to swing by a store during their commute.

But whereas these connected, audio-enriched omnichannel experiences were previously impossible or prohibitively expensive to deliver, AI audio production workflows are empowering brands and their agencies to generate the targeted creative they need.

For a few industries in particular, this is having a transformative impact. [You can read the case studies at the end of this blog]

1. Retail - PENNY

Challenge: large-scale retailers like PENNY (Rewe Group) have weekly deals that vary from store to store.

Retailers can reach consumers wherever they are on social and (C)TV, but can extend their reach with broadcast and digital audio.

The problem is that generic ads are less effective than those targeted to a listener’s location; but an always-on product campaign with location-based targeting requires anywhere from dozens to thousands of unique assets to keep up. Without automation, this would be impossible.

With AI Audio a retailer like PENNY and its agency (Omnicom Media Group) could integrate an AI audio production workflow into their existing data ecosystem; pulling the most up-to-date details for deals, and generating broadcast-ready, 30-second radio ads with dynamic product, price and location in seconds.

Listen to one of the ads below:

2. QSR - McDonald's

Challenge: The limited-time offer case works exceptionally well for QSR in immediate demand conversion. But for a global brand like McDonald’s, the omnichannel customer journey is also delivered in-app: where weekly deals and offers drive loyalty and top-of-mind awareness.

With AI Audio, McDonald’s was able to use dynamically-updated audio creative to push the right deals at the right time of day, followed by an action to open the app: all of which ultimately pushed consideration and had more people download the app.

Listen to one of the ads below:

3. Travel - SunExpress Airlines

Challenge: Airlines and other travel operators have more rich data than before with which to generate sales. From flash sales to warning of the ‘last seats’, travel operators can leverage all media to reach travellers with time-sensitive offers. The problem is that by the time the creative is generated for an opportunity, it’s often too late.

With AI Audio, it’s possible now to transform data into creative nearly instantly. Continuously updating campaign content based on any data feed/spreadsheet/API removes traditional bottlenecks of the creative production process. In another case, SunExpress used AI audio to elevate its Black Friday sales campaign, turning around thousands of audio assets that varied the deals by destination and origin airports.

What other industries can take advantage of AI Audio for omnichannel?

The above are great examples of where omnichannel marketing is essential, but difficult to maintain without AI-powered audio. 

Fundamentally, AI audio removes the bottlenecks of the traditional production process and allows agencies and advertisers to react quicker to opportunities, and reduce the cost of delivering audio at scale - such as Additive+'s DCO campaign for the Rugby World Cup achieved.

If that sounds like something you struggle to do, you can tell you don’t have to be in the industries above to benefit. 

Entertainment, Pharma, Tech and Insurance are also excellent examples where dynamic visual assets can be repurposed or enhanced with AI audio - whether to generate the main body of a creative asset, or to streamline the process of generating repetitive assets like policies, warnings and terms and conditions with minimal manual work.

But, fundamentally, this is simply what we have helped deliver: not an exhaustive list of who can use AI audio. If you need to reach new listeners, enhance the recall of your visuals or simply turn data into creative more quickly, AI audio is the tool to do it.

If you need to talk to an expert about how to make your next campaign truly omnichannel, talk to us.