This section explains how to develop a creative concept designed for dynamic audio advertising.
Dynamic audio’s ability to personalise messaging opens up exciting creative possibilities. But how do you move from a standard advertising brief to a dynamic concept?
1. Start with the Core Message:
Before considering dynamic elements, solidify your core message. What’s the single most important idea you want to communicate? This core message should be effective even without any personalisation. It serves as the foundation upon which all variations are built.
2. Identify Potential Contexts:
Think about the various situations in which your ad might be heard. Consider factors like:
- Time of Day: How might the message resonate differently in the morning, afternoon, or evening?
- Day of the Week: Is there a difference between weekday and weekend mindsets?
- Location: Are there regional nuances or local opportunities to connect with?
- Weather: Could current weather conditions influence the message’s relevance or impact?
Device: Should the call to action vary based on whether someone is listening on a phone, computer, or smart speaker?
3. Brainstorm Dynamic Elements:
Based on the identified contexts, brainstorm specific elements within your ad that could be made dynamic. Remember, less is often more. Focus on two or three key elements that will have the most impact.
Examples:
- Retail:
- Dynamic Element: Location
- Concept: Mention the nearest store to the listener.
- Dynamic Element: Time of Day
- Concept: Adjust the tone and offers based on time (e.g., breakfast deals in the morning, dinner promotions in the evening).
- Automotive:
- Dynamic Element: Location
- Concept: Reference local dealerships and roads.
- Dynamic Element: Day of the Week
- Concept: Highlight weekday commute advantages or weekend adventure capabilities.
- Food & Beverage:
- Dynamic Element: Weather
- Concept: Promote hot drinks on cold days, refreshing beverages on warm days.
- Dynamic Element: Time of Day
- Concept: Tailor menu suggestions to the time of day (e.g., coffee in the morning, dinner specials in the evening).
4. Develop Variations:
For each dynamic element, create a range of variations. Ensure each variation:
- Is relevant to the core message.
- Sounds natural and engaging.
- Is roughly the same length to maintain consistent pacing.
- Has a default option for when data is not available.
5. Refine and Test:
Once you have a set of dynamic elements and variations, refine your concept and test it out loud. Listen to different combinations to ensure they flow well and achieve the desired impact. Get feedback from others to identify any areas for improvement.
