How to use audio to build rapport and drive action

By optimising their creative approach, brands can improve the effectiveness of audio ad campaigns.

When it comes to audio, advertisers need to be more demanding of the partners they work with.

That’s the verdict of Ralph Van Dijk, founder of radio and audio specialist agency Eardrum. Speaking at the Mumbrella Audioland conference (Sydney, May 2019), he said: “You need to assume that there’s better work out there, that there’s a better idea, and that there’s the ability to cut through more. If your agency isn’t delivering compelling audio, tell them where to go. I don’t mean tell them to go away. I mean tell them to seek help and find the experts out there.”...

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