All in Research and development
Eighteen months ago, Visa became the first major payment brand to introduce multi-sensory branding when it developed sound, haptics and animation to accompany its transactions. Since then, these assets have been rolled out across over 25 countries and 1 million points of sale. Now Visa has released the results of internal research that claim that its sensory assets have increased customer trust, positive perceptions, and recall.
“Alexa, tell Whirlpool to start the dishwasher.” That may not be the phrase you imagined saying on a day-to-day basis, but commands like these might soon be the norm. Smart speaker apps are still in their infancy - most help with simple tasks like listening to the radio or checking the weather - but the marketing potential is huge. Some brands have already begun investing in these sonic experiences.
TV viewing habits are changing. The past few years have seen furious debate over whether traditional television advertising is “in trouble” or “alive and kicking”. This leaves brands and advertisers in a predicament - where and how to advertise? And when it comes to audio branding, where can they deploy sound most effectively?
When smart speakers like Amazon Echo and Google Home “listen”, their understanding of the sonic environment is usually limited to spoken word. Audio-Analytic has been described as “the Shazzam of noise”. Their sound recognition technology is already helping brands deliver better customer experiences, and now they are envisaging a future where this relates more directly to audio branding.
Background music and noise - known as "retail atmospherics" - are ubiquitous in retail, and for food and beverage brands. With competition from online food providers, physical stores are trying to compete on a more experiential level. Now researchers have studied how ambient music and noise levels affect retail selection - specifically healthy or unhealthy food choices.
Our reactions to music are complex and often personal. So how can a brand accurately choose music that fits its personality and resonates with its audiences? ABC_DJ aims to provide audio branding agencies with sophisticated tools that support their creative processes. Their powerful algorithm, developed over three years, selects brand-relevant music based solely on its audio characteristics rather than manually assigned tags.
Brand voice and audio marketing is all the range. Whilst it's been around for decades through traditional advertising, new consumer technology like smart speakers and digital podcasts have brought it to the forefront of marketing trends. “You have a brand identity. Think about how to create it for an audio-first world,” said Claire Mitchell, director of VaynerSmart.
"All design should be accessible, and all design should be sensory", says Ellen Lupton, curator of contemporary design at the Cooper Hewitt, Smithsonian Design Museum. That concept is the basis of Cooper Hewitt's latest exhibition: The Senses: Design Beyond Vision, which features a wealth of sound art and sound technology initiatives.
Electric cars make very little noise when travelling at slow speeds. For the past few years, lawmakers and designers have been discussing how electric cars should sound - which may open or close huge potential new avenues for audio branding.
Many studies have explored how music affects our perception of visual information. However, few have researched the inverse relationship - whether visual information influences our perception and memory of the music. The results should affect how brands and advertisers pair images and sound.
For the first time in many years, people are looking up from their screens, as visual interfaces start to be replaced with voice. Marketers are calling it "the golden age of audio". New research has shed light on how smart speakers are already changing our listening habits and perceptions of audio advertising.
When someone talks about "augmented reality", it's typically within the realm of visual applications - like how that new IKEA sofa might look in your lounge. Now, audio company Bose are designing augmented reality for the ears. Bose's new glasses are part of their $50 million development of an complete audio-reality platform.