January 17, 2023 • 11 mins
We naturally listen to sound in 3D. Why not harness that element within ads?
This episode was a reboot from a previous article I wrote in 2022; How Does 3D Audio Better Communicate and Engage With A Brand Audience.
Special thanks to Tanvi Phadke and the team at Studio Resonate for your hard work in developing better and better 3D audio ad experiences. For more info on creating 3D in your audio ads, you can find them here.
---
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For further inquiries, email Jeanna at mailto:jeanna@dreamrproductions.com
The Sound In Marketing Podcast is produced by Dreamr Productions and hosted, written, and edited by Jeanna Isham. It is available on all the major podcast channels here https://pod.link/1467112373.
Let’s make this world of sound more intriguing, more unique, and more on brand.
https://www.linkedin.com/in/jeannaisham/
https://twitter.com/Jeanna_Isham
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:03):
Welcometo the Sound In Marketing Podcast.
I'm your host,Jeanna Isham, owner and founder
of Dreamr Productionsand Sound in Marketing learning.
I create, consult and educate individualsand brands
on the power of sound in marketing.
This season will be a culminationof thoughts and theories and musings
(00:25):
that I formed over my years of experiencein sonic branding and sound marketing.
If the content in these episodesinspire actionable
ideas for your company,don't hesitate to give me a call.
This is what I do.
This is what I know.
I make sound on purpose.
Now on to the show.
This episode we'll be talking about 3D
(00:46):
audioand how our ears naturally follow sound.
For this episode, listeningthrough headphones will give you the best
listening experience.
However, as we'll discuss,
headphones are not the all ends, all.
My seven year old daughter experienceda 3D soundscape for the first time.
I put the headphones onand she listened to an ad produced
(01:08):
by SXM Media's Studio Resonate team.
(01:31):
The biggest smile crept over her face.
I'm followingthe sound was what she told me.
Music and narrationisn't the only thing we hear in audio ads.
The experience also lies in the everydaysound effects of life.
We experience an ad alongsidethe sound of cars
driving by.
(01:53):
The coffee maker turning on.
And the air conditioner amping up.
Good or bad.
All of these invisible sounds play a partin our emotional connection to an ad,
creating harmony amongst the music
and narrationand sound effects is a tricky thing.
(02:15):
Studio resonate, in particular,has learned how to artfully harness
these by using a techniqueknown as 3D audio.
Tanvi Phadke, AssociateCreative Director for SXM Media, defines
3D audio as an art form of the brain,not of the ears.
When we experience 3D audio,we hear it from all angles.
(02:35):
Left, right, up, down and all around.
Our brain takes over at this point,telling us what the sound is
as well as where it is coming from.
You automatically
start tocreate that mental picture in your mind,
and that's what we really wantlisteners to imagine.
We just don't want them to listen to the adand be like,
okay, I heardan ad - cool - the more sound effects you use.
(02:57):
The more you're harnessingthe theater of the mind to paint a picture.
My daughter's experience was designedspecifically for her to be transported
into the forest by baking the sound designpurposefully into the story narrative.
3D audio harnessedthe power of her imagination
to tell a more compellingand familiar story.
(03:17):
While forest sounds in generalare relatable
and recognizable.
Each person hearsthese sounds differently,
with their own mental picturesand personal familiarity attached.
By harnessing the power of 3D audio.
The brand can createpurposefully designed sound that engages
(03:40):
with not only the individual, butthe entire targeted audience as a whole.
This kind of immersive experienceis how brands
can truly engage with their audiencein a more human way.
When you give that power of imagination
to people, people bring their ownpersonal experiences into it.
If I just play you like a simple forestsoundscape,
(04:03):
you start attaching personal experiencesto those sound effects.
That's the power of 3D.
audio. It puts the listener in control,and it's subjective
and it can be experiencedin many different ways. Right?
Like it means something to you.
It means something else to me,means something else to the next person.
Directly relating to an audiencethrough this immersive
experience is a huge brand opportunity.
(04:25):
When we think of immersive experiences,
we can't help but think of the senses.
How else could my daughterfollow the sound?
That's not physically possible,as sound is everywhere,
but what she perceives and understandsis what her brain tells her
and what her brain was telling herexcited her
to the point that she's asked to hear thatAdd again and again.
(04:48):
And when she asks for it,she can describe it thoroughly.
3D audio is just one of the
ways brands can harness the effectivenessof sensory marketing.
It's not just about words.
There's this hesitationthat if I don't use words in my copy,
I cannot explain what my brand is.
It's frankly the opposite,because when you use more sound effects,
(05:09):
you're actually paintingyour brand's world
and what it sounds like and what it'smeant to do in the minds of the listener.
And that rarely happens with words.
I mean, how much is our attention spanand how much are we going to listen to
when someone is talking to us, ratherthan when you're actually in the scene
and you're experiencing this worldthat your brand is trying to create
without sound effects,there is no immersion.
(05:31):
And without immersion,there is no 3D audio.
Put the idea first
and tell your story with sound effectsand telling them with words.
We really believe in putting the idea
in the brand firstand creating that sound for the brand.
What is the sound for that brand?
What do we want the listeners to walk awaywith?
With our attention span shrinking quickly
brands need to find faster connectionpoints to their consumers.
(05:54):
Our eyes have been overstimulatedwith visual information,
and so our minds wanderand check out due to sensory overload.
Sound is a passive form of engagement.
All it asks is for someonenot to cover their ears
and to let their imaginations take over.
How much more effective would
branding beif the audience were asked to relax
(06:17):
and be transportedinto a scene of their own mental creation?
Say you want to put the listenerinto a beach scene. (sound design playing)
(06:43):
I can paint that picture with words
but it's going to lose interest very soon.
If I actually put you in the middleof a beach with sound,
without explaining what it is,that's going to be more powerful.
Studio resonate has been working with 3Daudio ads for quite a while now,
and their understanding of how to utilizeimmersive sound is top notch.
They know that the creative of thead always comes first
(07:04):
with careful thought process and planning.
3D audio can be usedas a beautiful enhancement to the story.
3D audio is more like an art form ofthe brain.
because at the endyou're just tricking your brain to believe
where these sounds are coming from,or believe
which direction the sound is coming from,or how far and near it is from you.
How it makes you feel when you'relistening to this particular sounds.
(07:28):
Tanvi goes on
to explain - Everybody knowshuman hearing.
They realize it, but they don'treally understand the power of it.
Utilizing 3Daudio is a technique to harness
that power in a subtlebut incredibly effective way.
Studio resonate has grown and learnedhow to best use these immersive
sound techniques.
However, in the end, it's about the story.
(07:51):
The most important thing in tellingthe story is strong copywriting.
How can we make a story reallystand out for this immersive experience?
It's told like a scene.
There's an imaginationthat comes into play, and that's
how we started working.
We started to develop scripts
that were specifically meant for 3D audio,and that's what we preach today as well.
The story has to be your hero,and what 3D audio will eventually do
(08:15):
is just bring that storyalive in a very immersive way
and be a supporting actor to thatstrong script, to that strong idea.
If the creative doesn't call for it,then it may not be necessary.
Whether we know it or not, an immersiveexperience is what we want
out of our entertainment.
Even in our advertisements, we want it
because it's been delivered to usthat way for years.
(08:38):
We just haven't necessarily been aware.
People think it's this fancy new term,and it's complex
and it's difficult to achieve,but it's not.
It's been there for so many decades,you just didn't know it existed
because it was so seamlessly in the stuffthat you listen to and what you consume.
Think of the last Marvel movieyou watched.
Was it just about the script?
Absolutely not.
(08:59):
It was about the fancy computergraphics, the surround sound,
and anything elsethey added to dazzle your eyes and senses.
You don't just watch it. You feel it. (anthemic instrumental music playing)
(09:23):
We're not just listening.
We're experiencing.
The way sensory marketing works
is that it employsthe listener's perception and empathy
to further develop the creative designof the brand's unique identity.
What one person perceivesabout a slice of chocolate cake
(09:45):
is different from another.
Even when both love chocolate cake,neither is wrong,
but both are defined uniquely.
Defining identitysolely through words can be limiting.
When you use words to describea slice of chocolate cake,
like rich or moist, you may be alienating.
Chocolate cake aficionadosthat don't relate to those descriptions.
(10:06):
But if you use sound effects, you widen
the net of understanding.
Now
everyone can relate in their own way.
These sound images allow
for individual interpretationas well as a mass audience appeal.
(10:30):
When you only have a 32nd spot,potentially less
to tell your story within streaming music,every second matters.
Sound and experience supportsthe words and drives the message home
into our hearts and subconscious,where we can revisit it again and again.
Let's follow the sound to createa stronger, more memorable brand.
(10:54):
Thank you to
Tanvi Phadke of SiriusXM media for your great insights.
I'm sure a big thanks to the teamat Studio Resonate for doing some pretty,
incredible work in the field of 3D
audio advertising, and for the specificexamples used in this episode.
If you're interested in learning moreabout 3D audio and how best to implement
it, check out StudioResonate for more information.
(11:15):
Thank you to Pixabay sound Effectsfor the sprinkles of sound assistance.
The movie music examplewas a little something from me to you.
Love the idea of sound in marketingin general, but don't know where to start.
I've got you covered.
Come on over to Sound in marketing.com.
I've got tons of resources,
courses, ebooks and connectionsfor you to connect yourselves with.
I also offer sound strategyconsulting and sonic
(11:38):
branding sound designthrough my company Dreamr Productions.
All links will be provided in the show.
Notes.
Let's make this world of soundmore intriguing, more unique, and
more and more on brand.
Welcometo the Sound In Marketing Podcast.
I'm your host,Jeanna Isham, owner and founder
of Dreamr Productionsand Sound in Marketing learning.
I create, consult and educate individualsand brands
on the power of sound in marketing.
This season will be a culminationof thoughts and theories and musings
(00:25):
that I formed over my years of experiencein sonic branding and sound marketing.
If the content in these episodesinspire actionable
ideas for your company,don't hesitate to give me a call.
This is what I do.
This is what I know.
I make sound on purpose.
Now on to the show.
This episode we'll be talking about 3D
(00:46):
audioand how our ears naturally follow sound.
For this episode, listeningthrough headphones will give you the best
listening experience.
However, as we'll discuss,
headphones are not the all ends, all.
My seven year old daughter experienceda 3D soundscape for the first time.
I put the headphones onand she listened to an ad produced
(01:08):
by SXM Media's Studio Resonate team.
(01:31):
The biggest smile crept over her face.
I'm followingthe sound was what she told me.
Music and narrationisn't the only thing we hear in audio ads.
The experience also lies in the everydaysound effects of life.
We experience an ad alongsidethe sound of cars
driving by.
(01:53):
The coffee maker turning on.
And the air conditioner amping up.
Good or bad.
All of these invisible sounds play a partin our emotional connection to an ad,
creating harmony amongst the music
and narrationand sound effects is a tricky thing.
(02:15):
Studio resonate, in particular,has learned how to artfully harness
these by using a techniqueknown as 3D audio.
Tanvi Phadke, AssociateCreative Director for SXM Media, defines
3D audio as an art form of the brain,not of the ears.
When we experience 3D audio,we hear it from all angles.
(02:35):
Left, right, up, down and all around.
Our brain takes over at this point,telling us what the sound is
as well as where it is coming from.
You automatically
start tocreate that mental picture in your mind,
and that's what we really wantlisteners to imagine.
We just don't want them to listen to the adand be like,
okay, I heardan ad - cool - the more sound effects you use.
(02:57):
The more you're harnessingthe theater of the mind to paint a picture.
My daughter's experience was designedspecifically for her to be transported
into the forest by baking the sound designpurposefully into the story narrative.
3D audio harnessedthe power of her imagination
to tell a more compellingand familiar story.
(03:17):
While forest sounds in generalare relatable
and recognizable.
Each person hearsthese sounds differently,
with their own mental picturesand personal familiarity attached.
By harnessing the power of 3D audio.
The brand can createpurposefully designed sound that engages
(03:40):
with not only the individual, butthe entire targeted audience as a whole.
This kind of immersive experienceis how brands
can truly engage with their audiencein a more human way.
When you give that power of imagination
to people, people bring their ownpersonal experiences into it.
If I just play you like a simple forestsoundscape,
(04:03):
you start attaching personal experiencesto those sound effects.
That's the power of 3D.
audio. It puts the listener in control,and it's subjective
and it can be experiencedin many different ways. Right?
Like it means something to you.
It means something else to me,means something else to the next person.
Directly relating to an audiencethrough this immersive
experience is a huge brand opportunity.
(04:25):
When we think of immersive experiences,
we can't help but think of the senses.
How else could my daughterfollow the sound?
That's not physically possible,as sound is everywhere,
but what she perceives and understandsis what her brain tells her
and what her brain was telling herexcited her
to the point that she's asked to hear thatAdd again and again.
(04:48):
And when she asks for it,she can describe it thoroughly.
3D audio is just one of the
ways brands can harness the effectivenessof sensory marketing.
It's not just about words.
There's this hesitationthat if I don't use words in my copy,
I cannot explain what my brand is.
It's frankly the opposite,because when you use more sound effects,
(05:09):
you're actually paintingyour brand's world
and what it sounds like and what it'smeant to do in the minds of the listener.
And that rarely happens with words.
I mean, how much is our attention spanand how much are we going to listen to
when someone is talking to us, ratherthan when you're actually in the scene
and you're experiencing this worldthat your brand is trying to create
without sound effects,there is no immersion.
(05:31):
And without immersion,there is no 3D audio.
Put the idea first
and tell your story with sound effectsand telling them with words.
We really believe in putting the idea
in the brand firstand creating that sound for the brand.
What is the sound for that brand?
What do we want the listeners to walk awaywith?
With our attention span shrinking quickly
brands need to find faster connectionpoints to their consumers.
(05:54):
Our eyes have been overstimulatedwith visual information,
and so our minds wanderand check out due to sensory overload.
Sound is a passive form of engagement.
All it asks is for someonenot to cover their ears
and to let their imaginations take over.
How much more effective would
branding beif the audience were asked to relax
(06:17):
and be transportedinto a scene of their own mental creation?
Say you want to put the listenerinto a beach scene. (sound design playing)
(06:43):
I can paint that picture with words
but it's going to lose interest very soon.
If I actually put you in the middleof a beach with sound,
without explaining what it is,that's going to be more powerful.
Studio resonate has been working with 3Daudio ads for quite a while now,
and their understanding of how to utilizeimmersive sound is top notch.
They know that the creative of thead always comes first
(07:04):
with careful thought process and planning.
3D audio can be usedas a beautiful enhancement to the story.
3D audio is more like an art form ofthe brain.
because at the endyou're just tricking your brain to believe
where these sounds are coming from,or believe
which direction the sound is coming from,or how far and near it is from you.
How it makes you feel when you'relistening to this particular sounds.
(07:28):
Tanvi goes on
to explain - Everybody knowshuman hearing.
They realize it, but they don'treally understand the power of it.
Utilizing 3Daudio is a technique to harness
that power in a subtlebut incredibly effective way.
Studio resonate has grown and learnedhow to best use these immersive
sound techniques.
However, in the end, it's about the story.
(07:51):
The most important thing in tellingthe story is strong copywriting.
How can we make a story reallystand out for this immersive experience?
It's told like a scene.
There's an imaginationthat comes into play, and that's
how we started working.
We started to develop scripts
that were specifically meant for 3D audio,and that's what we preach today as well.
The story has to be your hero,and what 3D audio will eventually do
(08:15):
is just bring that storyalive in a very immersive way
and be a supporting actor to thatstrong script, to that strong idea.
If the creative doesn't call for it,then it may not be necessary.
Whether we know it or not, an immersiveexperience is what we want
out of our entertainment.
Even in our advertisements, we want it
because it's been delivered to usthat way for years.
(08:38):
We just haven't necessarily been aware.
People think it's this fancy new term,and it's complex
and it's difficult to achieve,but it's not.
It's been there for so many decades,you just didn't know it existed
because it was so seamlessly in the stuffthat you listen to and what you consume.
Think of the last Marvel movieyou watched.
Was it just about the script?
Absolutely not.
(08:59):
It was about the fancy computergraphics, the surround sound,
and anything elsethey added to dazzle your eyes and senses.
You don't just watch it. You feel it. (anthemic instrumental music playing)
(09:23):
We're not just listening.
We're experiencing.
The way sensory marketing works
is that it employsthe listener's perception and empathy
to further develop the creative designof the brand's unique identity.
What one person perceivesabout a slice of chocolate cake
(09:45):
is different from another.
Even when both love chocolate cake,neither is wrong,
but both are defined uniquely.
Defining identitysolely through words can be limiting.
When you use words to describea slice of chocolate cake,
like rich or moist, you may be alienating.
Chocolate cake aficionadosthat don't relate to those descriptions.
(10:06):
But if you use sound effects, you widen
the net of understanding.
Now
everyone can relate in their own way.
These sound images allow
for individual interpretationas well as a mass audience appeal.
(10:30):
When you only have a 32nd spot,potentially less
to tell your story within streaming music,every second matters.
Sound and experience supportsthe words and drives the message home
into our hearts and subconscious,where we can revisit it again and again.
Let's follow the sound to createa stronger, more memorable brand.
(10:54):
Thank you to
Tanvi Phadke of SiriusXM media for your great insights.
I'm sure a big thanks to the teamat Studio Resonate for doing some pretty,
incredible work in the field of 3D
audio advertising, and for the specificexamples used in this episode.
If you're interested in learning moreabout 3D audio and how best to implement
it, check out StudioResonate for more information.
(11:15):
Thank you to Pixabay sound Effectsfor the sprinkles of sound assistance.
The movie music examplewas a little something from me to you.
Love the idea of sound in marketingin general, but don't know where to start.
I've got you covered.
Come on over to Sound in marketing.com.
I've got tons of resources,
courses, ebooks and connectionsfor you to connect yourselves with.
I also offer sound strategyconsulting and sonic
(11:38):
branding sound designthrough my company Dreamr Productions.
All links will be provided in the show.
Notes.
Let's make this world of soundmore intriguing, more unique, and
more and more on brand.
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