Dynamic audio advertising is changing how brands connect with listeners. Unlike traditional ads, dynamic audio tailors its message in real-time based on information about the listener, creating a personalised experience.
The Evolution of Audio Advertising #
Traditional audio advertising has always been powerful, but it faced an inherent limitation: the same message had to work for every listener, regardless of when or where they heard it. AMA’s dynamic audio technology removes this constraint, allowing advertisements to adapt automatically to the listener’s context, much like how we naturally adjust our conversations based on who we’re speaking to and what’s happening around us.
This personalisation happens seamlessly across digital audio platforms like mobile radio apps, music streaming services (e.g., Spotify), and podcasts. AMA’s system instantly creates a tailored ad version, enhancing the listening experience while respecting privacy. This all happens in just 0.2 seconds.
How It Works #
When an ad break is triggered, the ad-serving platform selects ads based on campaign parameters. If a dynamic ad is chosen, AMA receives contextual information like time of day, listener’s location (via IP address), device type, and even the current weather.
Using this data, AMA’s system instantly combines the right audio elements for a relevant, personalised message.
The Production Process #
Dynamic audio production, while enabling numerous variations, is built on solid audio craft. It starts with a well-crafted master version, which sets the tone and pacing for all subsequent variations.
Maintaining a natural flow is crucial. Careful script writing, voice direction, and audio editing ensure each combination sounds as polished as a traditional ad.
The key is to choose data points that enhance your message. Consider how time, weather, or location might influence your listener, but use them purposefully. Each dynamic element should serve the creative message. For example, weekend mornings could feature breakfast-related content, while weekday evenings could focus on commuters. Weather can influence product recommendations or tone.