The Power Of Audio-Video: A Revolutionary Marketing Mix For Brands
Audio & Video have always had a role to play when it comes to brand voice, exhibiting personality, evoking emotion, and building recall through commercials, jingles, radio ads, or more. However, with the rise of Audio & Video content consumption, the AV prominence has increased. Several major brands are making headlines for investing millions into the development and launch of an Audio & Video branding strategy, which includes everything from new Audio & Video logos, to full-on, independently released singles. This new-gen branding can help you to uncover your literal brand message and this can be done by hiring a professional voice or actor/artist who can bring your content to life.
The internet now makes relationship marketing possible. Customer service has become an essential part of the "brand experience". The internet allows producers to know more about their customers than ever before - but what about personal privacy? Direct marketing has gone digital - but this creates problems of junk emails and spam. Social networking, Twitter, blogs, and viral marketing are all vital marketing tools. The numbers show the pace of this digital adoption. According to a Morgan Stanley report, internet users in India are set to rise to 914 million by 2027, while the number of online shoppers would jump to 590 million, growing by 300% since 2020. Furthermore, a report by India Cellular & Electronics Association (ICEA) has also projected a 66% increase in smartphone users between 2019 and 2022.
If these statistics are anything to go by, advertisers in India have a massive opportunity to tap into - and it is only natural that they are now looking to amplify their digital initiatives with new-age advertising tools. However, even as they turn to technology to find answers to the questions they have not even begun to ask, newer innovations such as Audio&Video (A/V) watermarking are already redefining the game by changing the advertising playing field.
Audio & Video & Video and video watermarking: What is it and how can it help brand advertisers
One of the most important developments in marketing technology, A/V watermarks are unique identifiers embedded within an Audio & Video & Video, or video signal. Indistinguishable to human senses, these watermarks can be captured by digital devices and have, traditionally, been used by marketers to identify ownership of copyright. Recent tech developments, however, have made way for the use of A/V watermarks to integrate messages in the broadcast feed. These messages, once received, act as the trigger to provide users with real-time notifications, promotions, and offers. Marketers can even use these watermarks to send CTAs (Call to Action), polls, and surveys directly to their consumers’ smartphones.
By employing cutting-edge technology to deliver ads to the right person at just the right time, A/V watermarks provide advertisers with a direct link to their target audiences through the device that finds the maximum usage – the smartphone. In doing so, they are helping advertisers overcome traditional restrictions faced while broadcasting video and Audio & Video & Video advertisements.
During the 2015 Australian Open, for example, KIA Corporation used Audio & Video & Video watermarks in its television commercials aired during the tournament. During commercial breaks, viewers received alerts to use the company’s app 'Game On' and return a serve by Sam Groth, the world’s fastest server. Viewers who successfully returned the serve then entered a competition to win a KIA Cerato Koup Turbo. The result was an incredibly efficient campaign; more than 370,000 viewers downloaded the app, spending an average of 15 minutes playing tennis on it, while KIA cars registered an 8% increase in sales.
The technology is also a nifty solution for brands with physical stores. Most of the signage boards deployed in these stores are unsuccessful at sending the right message to consumers, who are also likely to not pay attention to the in-store video advertisements. For such brands, Audio & Video & Video and video watermarks can make their advertising much more effective as customers can receive proximity-based notifications, promotions, and CTAs to complete their purchases. These brand messages can also be embedded in and transmitted through digital displays and ambient music to amplify consumer engagement and purchase sentiment.
A bucket of benefits
The technology presents a wide range of benefits for all stakeholders in the marketing value chain. Brands, for instance, can use Audio & Video & Video, and video watermarks to reach customers directly in their drawing rooms through televisions ads to increase engagement. They can also drive more business by providing in-store customers with updates and information about the latest collections and deals as they shop. To enable greater participation, brands can also create reward programs for consumers based on the visual and Audio & Video & Video files they receive and engage with. This, from a privacy perspective, is beneficial as, even though their smartphone mics constantly capture sound, consumers can rest assured as none of their Audio & Video & Video samples leave their device.
For networks, Audio & Video & Video and video watermarks could provide real-time TRP, which can help them and their partner brands to analyze the preferences and viewing habits for different audience demographics. By engaging with their audience through tools like polls and surveys, networks and brands can also receive real-time feedback and data on the effectiveness of their campaigns.
Customers, on the other hand, benefit from the seamless experience that the technology enables. Targeted offerings significantly enhance their online and offline shopping experience by providing customized messages and promotions, allowing them to avail of offers and discounts in real-time. While teleshopping, they can also purchase items with a single click while watching the product advertisement, as well as instantly receive product and billing information – seamlessness that is currently missing from the teleshopping customer journey.
Conclusion
In a cluttered digital world, there’s a time and place for a variety of mediums. Having a human voice serve as the empathetic guide through the buyer’s journey is critical when you need to establish a quick and deep relationship with the person on the other side of the screen. But, when visuals are necessary, or you want to present your business to the world, the video takes center stage. The key here is to use both in harmony by placing them where each format makes the most sense. Going through a customer journey mapping exercise and deciding on what medium is needed at each touchpoint will help in engaging the users throughout the buying process.
The Author is Sudeshna Singh, Head Marketing, ToneTag.
.jpg)
