The value of sonic branding is going unheard
Brands need to listen up to the missed opportunities in the audio landscape, writes Resonance sonic brand consultant Dominic Burnham.
Audio consumption is experiencing a renaissance. Radio audiences are up, music streaming is ubiquitous and podcasts are playing an increasingly vital role in the way we consume news, opinion and entertainment.
This increase in listening figures throughout 2020 has naturally led to CMOs and agencies leaning on audio advertising as an important cog in their marketing machine. But, scratching beneath the surface, it is clear that audio advertising is still at a point of relative immaturity.
