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.
Essential Dynamic Script Formatting #
This section details the specific formatting required to ensure your dynamic script is processed correctly by the AMA Studio platform. Proper formatting ensures smooth production and accurate triggering of dynamic elements.
Formatting:
- Colour Coding:
- Blue: Dynamic content (the parts that will change).
- Black: Static content (the parts that stay the same).
- Numbering System:
- First number: Section number (e.g., “1.x” for the first section, “2.x” for the second, etc.).
- Second number: Variant number within that section (e.g., “1.1”, “1.2”, “1.3” are different variations of the first dynamic element).
- Static sections: Use “.0” (e.g., “2.0” would be a static section between dynamic sections 1 and 2).
- Location Data: For campaigns with numerous location variations, use a spreadsheet:
- Columns: Include line numbers, static phrases, location names, and postcodes.
- Postcodes: Add postcodes in brackets at the end of each location-specific line.
- Spreadsheet Functions: Use functions to combine these elements into the correctly formatted script lines.
Default Lines: Place default lines at the end of each dynamic block. These are used when data for a specific variation is unavailable.
Final Script Preparation:
- Longest Version First: Place the longest version of your script on page one. This helps establish timing for all other variations.
- Syllable Counting: Use syllable counting tools to ensure variations are of similar length, maintaining consistent pacing.
- Timing Verification: Verify the timing of the longest version, including pauses, to ensure it fits within the ad slot.
- Tone and Pace Consistency: Ensure all variations maintain a consistent tone and pace for a cohesive listening experience.
Technical Considerations:
- Syllable Counts: Use syllable counts instead of word counts for more accurate length comparisons between variations.
- Default Lines: Always include default lines for each dynamic element.
- Consistent Tone: Maintain a consistent tone across all variations.
- Natural Flow: Ensure a natural flow between static and dynamic elements.
Dynamic Script Writing Best Practices #
The creative concept now needs to be translated into a script formatted for dynamic production. Remember, dynamic audio scripts build upon traditional audio scripting techniques but require special considerations.
Start with your core message, ensuring it works even without personalisation. Then, consider how contexts might influence its delivery.
Think of dynamic elements as natural conversational adjustments, but limit them to two or three per script (or multiple uses of one) to avoid complexity.
Write complete sentences for dynamic sections, not just insertable phrases. Ensure they end at natural pause points. Example: “Visit your local store in Manchester” (good) vs. “Visit your local store in: Liverpool” (bad).
Maintaining Consistency
Every variation should be equally compelling. Keep dynamic sentences roughly the same length. Example: “Download from the Apple App Store” and “Download from the Google Play Store” (good) vs. mixing short and long phrases (bad).
Always include default options for each dynamic element. These fallback messages ensure your ad remains effective when specific data isn’t available. A good default is broad but still relevant to the core message. Example: “Visit your local dealership today” (good default for location).