November 30, 2021 • 19 mins
We only have 24 hours in the day but with the ability to listen to our content rather than look at it, somehow we are granted new time within our day.
In Episode 98 of the Sound In Marketing Podcast, Ron Jaworski of Trinity Audio and I talk about it. Some of the topics we discussed:
- How do we use a cross-modal strategy to retain information best within audio?
- How does podcast advertising work with conversational AI?
- What are some new outlets for audio experience advertising ?
As referenced in the episode, here’s the example Ron mentioned about his latest campaign showing how to create native advertising. https://www.trinityaudio.ai/trinity-demo
--- For more on sound in marketing, sign up for the Sound In Marketing Newsletter http://eepurl.com/gDxl6b .
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/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Today we will be defining audio contentfor conversational
AI with my friendRon Jaworski of Trinity Audio, Ron is
a passionate voice and audioenthusiast, serves as the CEO of Trinity
Audio, the only unified audio platformthat advances owners of content
to strategically evolve to deliver audio experiences.
(00:25):
Trinity Audiounites Ron's passion for audio
and people with a servicethat benefits all.
The company is poised to bethe biggest audio library in the world.
Welcome to the show, Ron.
Thanks for having me.
You kind of designed thethe title of this episode.
I had a different one,but I think that yours is very valid.
(00:45):
Is what is audiocontent in conversational AI.
So take it away. Ron.
I think that audioAI is going to be one of the most basic
fundamental contentin basically everywhere.
And we talk a lot about it,you know, about the revolution of audio
and the revolution of voiceand things like that.
(01:06):
And I think one of the biggest changesin regards to content,
and specifically audiocontent, is the fact that we are
basically now at the timewhere synthesized voice,
text to speech or whatnotis generating a high end quality
audio files from a textual asset,and the quality
(01:29):
and the processes are just gettingimproved more and more and more.
So we are entering an era
where any type of content can be consumedusing
audio AI, and due to the factthat it's super simple to produce it,
super simple to distribute it,it will become, I would say,
(01:51):
a commodity and normfor any kind of content
creators to have the optionto consume the content in the Open AI
So I think this is what Trinity
Audio is trying to do in that landscape.
It starts from, of course, media companiesand publications with the obvious, like,
you know, consuming articleusing an audio format.
(02:13):
But it's it's going to be anywhere.
And I believe that five yearsfrom now and ten years from now,
you will be able to consumean audio version of any textual document,
any textual content,and it will be read out to you using the AI.
And of course,it will be definitely five years from now.
Much, much,much better than it is right now.
(02:34):
Although I must say thateven today it's it's quite,
quite.
Humanit will just just get more and proven.
And I don't want to revealwhat we are doing
in our behind the scenes,but we are working on experiences
that will, you know, will make everythinglike, you know, you won't be sure
if you are listeningto a podcast or a machine.
(02:57):
Let's backtrack for just a secondand let's introduce Trinity Audio.
For those of youthat are not familiar with it, Ron's
company has been popping up everywhere.
So, Ron, why don't you,
why don't you go ahead and explainwhat it is that you're working on?
Perfect.
So basically what we what we dois that we create a user experience
audio user experience for contentcreators, textual content creators.
(03:20):
Four years ago,
I was reading an article going downthe elevator, got into my car and said,
what if I need to find a solutionthat would read out the article for me?
And this is what what I tried to find,
and I didn't find a solutionthat was easy to use and again
Text to speech solutions were were availableanywhere, basically text, speech
(03:40):
technology, something that is with usfor the past 20 years.
In the last, last few years.
It sounds not like Stephen Hawking.
It sounds more human, which is great forfor everybody that's listening.
I apologize for not being completely P.C.
in any case, I want to find an easy wayto create a simple solution
(04:00):
for any content creatorsto basically use JavaScript
to turn any kind of contentthat he has from textual to textual.
And this is basicallywhat we built at the beginning.
The basic building blockwas is a JavaScript embedded on a website.
This is to have a small playerpress play.
You listen to the article.
And then we understoodthis is just a basic level
that you need to createa content management system in CMS.
(04:23):
Basically, you need to createa distribution channels because you don't.
You want to have the option to mixand match the content, create different
playlists, create different players,and embed it in different places.
Because, for example,how do you create an audio experience
within a homepage of a newspaperor a brand site company?
Whatever.
You need to havea specific designated player
(04:45):
that is connected to a specific content.
It will be publishedon on the website, homepage
and in whatever distribution,because it doesn't end there.
What about Spotify and Google Podcasts,
what about smart speakers,and you need to have everything in one
place, one platformwhere you can basically integrate
one JavaScript and have all of thiscome to life and split on the second.
(05:07):
And this is basicallywhat Trinity Audio is all about today.
When you use our solution, you get,of course, to turn the text into audio.
The identification of
we have the algorithm that identifythe textual part of an article
and understand what the journey to audiothe management system
is where you can playwith the audio content we create for you
(05:28):
as a content creator, or uploadany kind of content that you want.
Create playlistsdistributed to all those different
platforms, whether it's Spotify,Google Podcast, and so on.
This is what we are doing right nowwhere we started and where we are
aiming is, of course, to addto all of that, a voice capability
to have a conversation with the content,because just a few anecdotes
(05:51):
in many cases we it doesn't really matterif we listen or read.
We don't really remember.
We read what we listen to.
The best way to do thatthere is to the two ways.
One of them,
if we're talking about listening,of course, is to highlight the text.
And then if you createa reading experience
with the listening experience,it improves the memory significantly.
(06:11):
The the text, of course.
Another thing is to ask questionsabout the text itself.
So for example, if you are listeningfor, let's say, professional content,
okay, because I'm not sure thatfor every article in the New York Times,
you will want to have the ask about whatthis is about that professional content.
Okay. We are guess the menu.
We are listening.
We are reading the same blogs.
(06:33):
Whether it's on marketing,on voice or whatnot.
And we read it and most likely ten minuteslater if somebody will ask me about it,
I wouldn't remember the highlights.
Okay, maybe 1 or 2 pointsand I'm giving myself credit right now.
So ask questions.
Ask questions about the text.
And how do you analyze question placement.
You need a voice capability of course
(06:54):
to ask the questionfor the input and output,
but you need to have an analysison the text itself
to create relevant questionsand of course to understand the highlights.
So this is an example of somethingdifferent. Okay.
How about -.
This is actually another thingthat we just released.
And we had an amazing experienceon the advertising side
of actually what we created.
We did it, for example, in the classicmedium is a we we launched our solution
(07:18):
on McClouchy more than a year agoon all of their 30 A website.
And we we try to find a way
because we also monetizewe have done to monetize, to advertise.
So we on top of that contentand we try to find a way to create
a better user experience for the usersthat is listening to the article
and needs to listen to the ad as well,because now the
(07:39):
the experience is the listeningto the article in an AI voice,
and then you move to an audio ad,which in most cases is radio
kind of like, “go to Walmart right nowfor $24.99.
And buy a new BBQ or whatever.”
And this is not, I would say,
a great user experience.
And we wanted to create somethingthat is similar to podcasts
(08:00):
where where, you know,you have the podcaster and which is,
you know, basically reading outany kind of material that is relevant
to the podcast itselfor having conversation with someone.
And on the podcast,
we also have break breakswithin the podcast to talk about that.
The sponsor that he brought,
and he usually do itin the beginning of the podcast,
(08:21):
and it's a little bit more in the middle,and this is what we do.
We actually used AI to takethe textual content of the advertising,
the messaging of the advertising, createdifferent types of ads and insert it
in different parts within the articlesto create the podcast content.
And now you have an AI read of the articleand the advertising itself,
and you got that feeling nowwe're going to take it
(08:42):
another way,but a few level highers in next year
in regards to the experience in general,to create a more human
like podcast like feelingwhen you are listening to the article.
I hope you're enjoying the show.
For more on sound in marketing,check out www.SoundInMarketing.com.
This is where I house all the good stufflike articles that I referenced, media
(09:04):
that I'm a part of, courses on soundpower and influence in marketing,
and pretty much everything elsethat has to do with sound
in marketing. For sound strategyand sonic branding creation.
My company, Dreamr Productions,would love to chat with you.
Check out the end of the episodefor contact information,
or check out the show notesfrom this episode.
We would love to helpyou make sound on purpose.
(09:26):
Now back to the show.
I understandthat you want like kind of a podcast,
almost podcast experiencethrough this player.
So you're reading an article on Forbesand then there's an ad for Home
Depot that if you're looking at itvisually, that
this is what I'm understandingwhat you're saying.
if you're looking at it visually,minus the audio and all that stuff.
(09:48):
So you've got the wordsfor the Forbes article,
and then there's a pop up bannerad for Home Depot.
Are you saying that with your player
you've got the, the,the actual speech of the words?
And then in the middle there would be anaudio clip of that Home Depot banner ad.
No. So it's not it's not necessarilyneed to be in correlation to the ad
(10:09):
within the article, except the the imagesor videos within the article itself.
But it's more of the
the experience today is thatif I press play on one of our players,
there is a chance that you will listento an audio ad that can be again
is same as radio,and then it will be a move into the
to consume the contentthat you want to consume.
The article, the news article, sportsarticle, article, whatever.
(10:31):
What we are trying to do is actuallyto take those those advertisers
that do advertise on digital audio
and deliver their messagein the same manner
that they are doing it on a on radioto change it,
because now you are within anAI streaming audio experience.
So create the same experience like if,if if you are now
(10:54):
advertising within a podcast, let's sayWalmart is advertising within a podcast,
probablythe podcast will talk about the new ehm
and the new offering that Walmart might have,or a new brand or whatnot.
And and it will be donein the voice of the podcaster,
so why not do the same in regardsto digital audio and why just take,
(11:16):
you know,in, in radio ad and put it within a audio.
AI stream. Let’s improve this experience anddo it the same way as podcasts will do.
The AI that will read out the message.
So it would sound like a host readad exactly, basically exactly.
Okay.
And then and also like my interpretation of this is
that this would be another,advertising outlet on the same screen.
(11:39):
So you'd have those banner ads and such,but you also have an opportunity
to advertise, likemaybe you don't want the banner ad then,
then you could get in on the audio of it.
So there's just more opportunityon this one page to pack,
quote unquote, pack it with adswithout being spammy per se,
(12:00):
because I do know that the banner adscan get
crazy, like,especially if you go on to a recipe site.
Oh my goodness, it's gonna be insane.
I can't find that jumpto recipe button fast enough.
So I agree, but this
I would see this as like a more tidy,
tidy form of advertising maybe.
(12:21):
And with the host.
Read, I agree with you.
Host readI can't remember the statistic offhand,
but I know we both know itthat host read ads generate,
brand generate
sales more likely than non host right ads.
First of all I think that bannerwhether we're interrupting or not, it's,
I don't think it gives a great indicationfor the advertiser
(12:44):
if the there was any engagementwith the ad itself,
because most of the clicksare false clicks.
And in many cases, when I'm listeningto the ad, there is a good chance
my eyes are not on on my mobile phoneor my laptop or whatnot.
So this is the first thing.
And the second thing, I would say that
it's basically native audio advertising.
(13:04):
How do you how can you create nativeaudio advertising.
So we do know how we do it in podcasting.
Basically the podcaster isreading out the ad, how do you do it
on all those other streaming?
So if I can read it out in the same voiceas audio,
AI content - why not do that?
And then I giveI give the user the best experience I can,
(13:26):
I can shareand I will share and I will share example.
And you know when youhave shared a demo
how it was used in our last content,that would be great.
I will attach it to the socialand all that.
That would be great.
I wanted to ask some more questionsabout this.
So this is this is somethingthat you are implementing
now or this is coming forwardin this study that you're doing right now.
(13:48):
No. So we we actually launcheda campaign last month and we actually
and we it ran throughout actuallymore than a month throughout September.
It was it was quite successful.
And first of all.
It was the first campaign ever.
We had a few tests prior to that,but that was like a full blown campaign
running on 30 different websites,on millions of impression.
(14:13):
and had
a by theway, we had a component of both a, a
display theme on top of our playerin the advertiser brand.
And then when you press on play,you will have the sponsorship ad audio.
AI read the results were amazingand now we are looking
for more relevant brands to it's used.
(14:34):
It's a new advertising format.
This is the reason why I'mso excited about it, because we had this
thought for the past two years.
But you know, like in everything new,you need to find that first one
that is willing,
you know, to, to jump through the waterwith you and, and say, okay,
you are crazy, but you have something,you know, in what you were saying.
And now we need to and it was on bothsides was McClatchin on the publishing side.
(14:57):
And we are the advertiserson the other side.
And we found them both and we created itand everybody's happy right now.
So now now it's time to get the rumor out.
And we actually it was actually publishedin Digiday last week.
so we are super excited about it,you know, as it happens a lot
when you can create new advertisingformats.
(15:17):
No, this is very exciting.
And I think,
I think the, the thingthat I really like about this, and
I feel like I started talking about thison the podcast like a year or two ago,
but it wasn't an optionor I wasn't aware of it
exactly what you were talking about,how you're reading an article,
and then you have to get into the carand gee, wouldn't it be nice if,
like my,my example was, wouldn't it be nice
(15:39):
if I could read some of these articles
while I'm carting my kids around to schoolor going to the grocery store,
like I have stuff I got to do,I can't just sit and read all day.
So, something like this could really,like,
speed up my workflowexponentially, for sure.
And then, the idea of,you know, we're getting out.
We kind of talked about thisbefore we recorded, but Covid
(16:03):
and getting out more and traveling moreand doing all of these things,
I think all of us want a breakfrom the screens.
The monitors.
And this is just an absolute perfect time
to really explore something, becausefor my husband, he's video production
and you have transcription of audioto video,
(16:25):
it would make sense that the option of,you know, the,
the textual based could transcribeto audio like that's there.
It's just that people weren'tthinking of it in that direction yet.
So those are just thoughts in my head.
So I agree with you 100%.
And I think I think that at the endof the day, everybody is is first of all.
(16:48):
On one hand, we are as is users,listeners, readers, whatnot.
We always looking to consume
new contentor even old content doesn't really matter.
and we don't have more time for the day.
and I think this is,this is where audio comes in
(17:08):
with a great fit,because when my eyes are busy,
audio is a great, great, great solutionfor me to
to consume the content that I love.
And I think it's,
you know, it can be about it can be about,you know, just just news articles.
It can be about professional content.
It can be about hobbies or interestor sports, and it's relevant anywhere.
(17:29):
And this is on the, on the,on the listener side, on the reader set.
On the other hand, there areamazing content creators
that invest time and money
in creating great textual content.
And on the other side,there are people that want to consume it
but don't have much time.
So so our solution, you know, makethis gap obsolete because then you say,
(17:54):
now I have the time because in many cases,you know, I saved a lot in a year.
And other people saying it as audio standsfor new time throughout the day.
This is what, at least for me,audio stands for new.
Time throughout the day.
Now I have the optionto consume the content that I now know.
Now I can I can engage with contentthat is relevant for me.
And you know, it doesn't really matterif you are in the voice,
(18:17):
and audio space like us, or you are a lawyerthat need to, or an accountant,
you need to know about some new regulation or whatnot.
We all have a lot of content
that we need to consume,but we have only 24 hours for the day.
If I can consumesome of this content in an audio
when I'm driving, commuting with my kids,cooking or whatnot,
(18:38):
that's a great, great, great,great solution.
Tune in next weekfor the conclusion to our conversation.
And don't forget to subscribeon all the major podcast channels.
Share with friends, follow and rate.
Spread the word because, well,more people should know about this stuff.
I know you know that.
Now, for those of youwanting more information on how
Sonic branding and sound marketingcan be utilized within your brand,
(19:01):
my company Dreamr Productionswould love to help you out.
We create,consult, and help strategize on how sound
can bea more active presence in your marketing.
We help you make sound on purpose.
For inquiries go towww.DreamrProductions.com
www.DreamrProductions.com
www.DreamrProductions.com
www.DreamrProductions.com and send us a message.
(19:22):
You can also find me,Jeanna Isham on LinkedIn,
Twitter and Facebook. All linkswill be provided in the show notes.
Let's make this world of soundmore intriguing, more unique,
and more and more on brand.
Today we will be defining audio contentfor conversational
AI with my friendRon Jaworski of Trinity Audio, Ron is
a passionate voice and audioenthusiast, serves as the CEO of Trinity
Audio, the only unified audio platformthat advances owners of content
to strategically evolve to deliver audio experiences.
(00:25):
Trinity Audiounites Ron's passion for audio
and people with a servicethat benefits all.
The company is poised to bethe biggest audio library in the world.
Welcome to the show, Ron.
Thanks for having me.
You kind of designed thethe title of this episode.
I had a different one,but I think that yours is very valid.
(00:45):
Is what is audiocontent in conversational AI.
So take it away. Ron.
I think that audioAI is going to be one of the most basic
fundamental contentin basically everywhere.
And we talk a lot about it,you know, about the revolution of audio
and the revolution of voiceand things like that.
(01:06):
And I think one of the biggest changesin regards to content,
and specifically audiocontent, is the fact that we are
basically now at the timewhere synthesized voice,
text to speech or whatnotis generating a high end quality
audio files from a textual asset,and the quality
(01:29):
and the processes are just gettingimproved more and more and more.
So we are entering an era
where any type of content can be consumedusing
audio AI, and due to the factthat it's super simple to produce it,
super simple to distribute it,it will become, I would say,
(01:51):
a commodity and normfor any kind of content
creators to have the optionto consume the content in the Open AI
So I think this is what Trinity
Audio is trying to do in that landscape.
It starts from, of course, media companiesand publications with the obvious, like,
you know, consuming articleusing an audio format.
(02:13):
But it's it's going to be anywhere.
And I believe that five yearsfrom now and ten years from now,
you will be able to consumean audio version of any textual document,
any textual content,and it will be read out to you using the AI.
And of course,it will be definitely five years from now.
Much, much,much better than it is right now.
(02:34):
Although I must say thateven today it's it's quite,
quite.
Humanit will just just get more and proven.
And I don't want to revealwhat we are doing
in our behind the scenes,but we are working on experiences
that will, you know, will make everythinglike, you know, you won't be sure
if you are listeningto a podcast or a machine.
(02:57):
Let's backtrack for just a secondand let's introduce Trinity Audio.
For those of youthat are not familiar with it, Ron's
company has been popping up everywhere.
So, Ron, why don't you,
why don't you go ahead and explainwhat it is that you're working on?
Perfect.
So basically what we what we dois that we create a user experience
audio user experience for contentcreators, textual content creators.
(03:20):
Four years ago,
I was reading an article going downthe elevator, got into my car and said,
what if I need to find a solutionthat would read out the article for me?
And this is what what I tried to find,
and I didn't find a solutionthat was easy to use and again
Text to speech solutions were were availableanywhere, basically text, speech
(03:40):
technology, something that is with usfor the past 20 years.
In the last, last few years.
It sounds not like Stephen Hawking.
It sounds more human, which is great forfor everybody that's listening.
I apologize for not being completely P.C.
in any case, I want to find an easy wayto create a simple solution
(04:00):
for any content creatorsto basically use JavaScript
to turn any kind of contentthat he has from textual to textual.
And this is basicallywhat we built at the beginning.
The basic building blockwas is a JavaScript embedded on a website.
This is to have a small playerpress play.
You listen to the article.
And then we understoodthis is just a basic level
that you need to createa content management system in CMS.
(04:23):
Basically, you need to createa distribution channels because you don't.
You want to have the option to mixand match the content, create different
playlists, create different players,and embed it in different places.
Because, for example,how do you create an audio experience
within a homepage of a newspaperor a brand site company?
Whatever.
You need to havea specific designated player
(04:45):
that is connected to a specific content.
It will be publishedon on the website, homepage
and in whatever distribution,because it doesn't end there.
What about Spotify and Google Podcasts,
what about smart speakers,and you need to have everything in one
place, one platformwhere you can basically integrate
one JavaScript and have all of thiscome to life and split on the second.
(05:07):
And this is basicallywhat Trinity Audio is all about today.
When you use our solution, you get,of course, to turn the text into audio.
The identification of
we have the algorithm that identifythe textual part of an article
and understand what the journey to audiothe management system
is where you can playwith the audio content we create for you
(05:28):
as a content creator, or uploadany kind of content that you want.
Create playlistsdistributed to all those different
platforms, whether it's Spotify,Google Podcast, and so on.
This is what we are doing right nowwhere we started and where we are
aiming is, of course, to addto all of that, a voice capability
to have a conversation with the content,because just a few anecdotes
(05:51):
in many cases we it doesn't really matterif we listen or read.
We don't really remember.
We read what we listen to.
The best way to do thatthere is to the two ways.
One of them,
if we're talking about listening,of course, is to highlight the text.
And then if you createa reading experience
with the listening experience,it improves the memory significantly.
(06:11):
The the text, of course.
Another thing is to ask questionsabout the text itself.
So for example, if you are listeningfor, let's say, professional content,
okay, because I'm not sure thatfor every article in the New York Times,
you will want to have the ask about whatthis is about that professional content.
Okay. We are guess the menu.
We are listening.
We are reading the same blogs.
(06:33):
Whether it's on marketing,on voice or whatnot.
And we read it and most likely ten minuteslater if somebody will ask me about it,
I wouldn't remember the highlights.
Okay, maybe 1 or 2 pointsand I'm giving myself credit right now.
So ask questions.
Ask questions about the text.
And how do you analyze question placement.
You need a voice capability of course
(06:54):
to ask the questionfor the input and output,
but you need to have an analysison the text itself
to create relevant questionsand of course to understand the highlights.
So this is an example of somethingdifferent. Okay.
How about -.
This is actually another thingthat we just released.
And we had an amazing experienceon the advertising side
of actually what we created.
We did it, for example, in the classicmedium is a we we launched our solution
(07:18):
on McClouchy more than a year agoon all of their 30 A website.
And we we try to find a way
because we also monetizewe have done to monetize, to advertise.
So we on top of that contentand we try to find a way to create
a better user experience for the usersthat is listening to the article
and needs to listen to the ad as well,because now the
(07:39):
the experience is the listeningto the article in an AI voice,
and then you move to an audio ad,which in most cases is radio
kind of like, “go to Walmart right nowfor $24.99.
And buy a new BBQ or whatever.”
And this is not, I would say,
a great user experience.
And we wanted to create somethingthat is similar to podcasts
(08:00):
where where, you know,you have the podcaster and which is,
you know, basically reading outany kind of material that is relevant
to the podcast itselfor having conversation with someone.
And on the podcast,
we also have break breakswithin the podcast to talk about that.
The sponsor that he brought,
and he usually do itin the beginning of the podcast,
(08:21):
and it's a little bit more in the middle,and this is what we do.
We actually used AI to takethe textual content of the advertising,
the messaging of the advertising, createdifferent types of ads and insert it
in different parts within the articlesto create the podcast content.
And now you have an AI read of the articleand the advertising itself,
and you got that feeling nowwe're going to take it
(08:42):
another way,but a few level highers in next year
in regards to the experience in general,to create a more human
like podcast like feelingwhen you are listening to the article.
I hope you're enjoying the show.
For more on sound in marketing,check out www.SoundInMarketing.com.
This is where I house all the good stufflike articles that I referenced, media
(09:04):
that I'm a part of, courses on soundpower and influence in marketing,
and pretty much everything elsethat has to do with sound
in marketing. For sound strategyand sonic branding creation.
My company, Dreamr Productions,would love to chat with you.
Check out the end of the episodefor contact information,
or check out the show notesfrom this episode.
We would love to helpyou make sound on purpose.
(09:26):
Now back to the show.
I understandthat you want like kind of a podcast,
almost podcast experiencethrough this player.
So you're reading an article on Forbesand then there's an ad for Home
Depot that if you're looking at itvisually, that
this is what I'm understandingwhat you're saying.
if you're looking at it visually,minus the audio and all that stuff.
(09:48):
So you've got the wordsfor the Forbes article,
and then there's a pop up bannerad for Home Depot.
Are you saying that with your player
you've got the, the,the actual speech of the words?
And then in the middle there would be anaudio clip of that Home Depot banner ad.
No. So it's not it's not necessarilyneed to be in correlation to the ad
(10:09):
within the article, except the the imagesor videos within the article itself.
But it's more of the
the experience today is thatif I press play on one of our players,
there is a chance that you will listento an audio ad that can be again
is same as radio,and then it will be a move into the
to consume the contentthat you want to consume.
The article, the news article, sportsarticle, article, whatever.
(10:31):
What we are trying to do is actuallyto take those those advertisers
that do advertise on digital audio
and deliver their messagein the same manner
that they are doing it on a on radioto change it,
because now you are within anAI streaming audio experience.
So create the same experience like if,if if you are now
(10:54):
advertising within a podcast, let's sayWalmart is advertising within a podcast,
probablythe podcast will talk about the new ehm
and the new offering that Walmart might have,or a new brand or whatnot.
And and it will be donein the voice of the podcaster,
so why not do the same in regardsto digital audio and why just take,
(11:16):
you know,in, in radio ad and put it within a audio.
AI stream. Let’s improve this experience anddo it the same way as podcasts will do.
The AI that will read out the message.
So it would sound like a host readad exactly, basically exactly.
Okay.
And then and also like my interpretation of this is
that this would be another,advertising outlet on the same screen.
(11:39):
So you'd have those banner ads and such,but you also have an opportunity
to advertise, likemaybe you don't want the banner ad then,
then you could get in on the audio of it.
So there's just more opportunityon this one page to pack,
quote unquote, pack it with adswithout being spammy per se,
(12:00):
because I do know that the banner adscan get
crazy, like,especially if you go on to a recipe site.
Oh my goodness, it's gonna be insane.
I can't find that jumpto recipe button fast enough.
So I agree, but this
I would see this as like a more tidy,
tidy form of advertising maybe.
(12:21):
And with the host.
Read, I agree with you.
Host readI can't remember the statistic offhand,
but I know we both know itthat host read ads generate,
brand generate
sales more likely than non host right ads.
First of all I think that bannerwhether we're interrupting or not, it's,
I don't think it gives a great indicationfor the advertiser
(12:44):
if the there was any engagementwith the ad itself,
because most of the clicksare false clicks.
And in many cases, when I'm listeningto the ad, there is a good chance
my eyes are not on on my mobile phoneor my laptop or whatnot.
So this is the first thing.
And the second thing, I would say that
it's basically native audio advertising.
(13:04):
How do you how can you create nativeaudio advertising.
So we do know how we do it in podcasting.
Basically the podcaster isreading out the ad, how do you do it
on all those other streaming?
So if I can read it out in the same voiceas audio,
AI content - why not do that?
And then I giveI give the user the best experience I can,
(13:26):
I can shareand I will share and I will share example.
And you know when youhave shared a demo
how it was used in our last content,that would be great.
I will attach it to the socialand all that.
That would be great.
I wanted to ask some more questionsabout this.
So this is this is somethingthat you are implementing
now or this is coming forwardin this study that you're doing right now.
(13:48):
No. So we we actually launcheda campaign last month and we actually
and we it ran throughout actuallymore than a month throughout September.
It was it was quite successful.
And first of all.
It was the first campaign ever.
We had a few tests prior to that,but that was like a full blown campaign
running on 30 different websites,on millions of impression.
(14:13):
and had
a by theway, we had a component of both a, a
display theme on top of our playerin the advertiser brand.
And then when you press on play,you will have the sponsorship ad audio.
AI read the results were amazingand now we are looking
for more relevant brands to it's used.
(14:34):
It's a new advertising format.
This is the reason why I'mso excited about it, because we had this
thought for the past two years.
But you know, like in everything new,you need to find that first one
that is willing,
you know, to, to jump through the waterwith you and, and say, okay,
you are crazy, but you have something,you know, in what you were saying.
And now we need to and it was on bothsides was McClatchin on the publishing side.
(14:57):
And we are the advertiserson the other side.
And we found them both and we created itand everybody's happy right now.
So now now it's time to get the rumor out.
And we actually it was actually publishedin Digiday last week.
so we are super excited about it,you know, as it happens a lot
when you can create new advertisingformats.
(15:17):
No, this is very exciting.
And I think,
I think the, the thingthat I really like about this, and
I feel like I started talking about thison the podcast like a year or two ago,
but it wasn't an optionor I wasn't aware of it
exactly what you were talking about,how you're reading an article,
and then you have to get into the carand gee, wouldn't it be nice if,
like my,my example was, wouldn't it be nice
(15:39):
if I could read some of these articles
while I'm carting my kids around to schoolor going to the grocery store,
like I have stuff I got to do,I can't just sit and read all day.
So, something like this could really,like,
speed up my workflowexponentially, for sure.
And then, the idea of,you know, we're getting out.
We kind of talked about thisbefore we recorded, but Covid
(16:03):
and getting out more and traveling moreand doing all of these things,
I think all of us want a breakfrom the screens.
The monitors.
And this is just an absolute perfect time
to really explore something, becausefor my husband, he's video production
and you have transcription of audioto video,
(16:25):
it would make sense that the option of,you know, the,
the textual based could transcribeto audio like that's there.
It's just that people weren'tthinking of it in that direction yet.
So those are just thoughts in my head.
So I agree with you 100%.
And I think I think that at the endof the day, everybody is is first of all.
(16:48):
On one hand, we are as is users,listeners, readers, whatnot.
We always looking to consume
new contentor even old content doesn't really matter.
and we don't have more time for the day.
and I think this is,this is where audio comes in
(17:08):
with a great fit,because when my eyes are busy,
audio is a great, great, great solutionfor me to
to consume the content that I love.
And I think it's,
you know, it can be about it can be about,you know, just just news articles.
It can be about professional content.
It can be about hobbies or interestor sports, and it's relevant anywhere.
(17:29):
And this is on the, on the,on the listener side, on the reader set.
On the other hand, there areamazing content creators
that invest time and money
in creating great textual content.
And on the other side,there are people that want to consume it
but don't have much time.
So so our solution, you know, makethis gap obsolete because then you say,
(17:54):
now I have the time because in many cases,you know, I saved a lot in a year.
And other people saying it as audio standsfor new time throughout the day.
This is what, at least for me,audio stands for new.
Time throughout the day.
Now I have the optionto consume the content that I now know.
Now I can I can engage with contentthat is relevant for me.
And you know, it doesn't really matterif you are in the voice,
(18:17):
and audio space like us, or you are a lawyerthat need to, or an accountant,
you need to know about some new regulation or whatnot.
We all have a lot of content
that we need to consume,but we have only 24 hours for the day.
If I can consumesome of this content in an audio
when I'm driving, commuting with my kids,cooking or whatnot,
(18:38):
that's a great, great, great,great solution.
Tune in next weekfor the conclusion to our conversation.
And don't forget to subscribeon all the major podcast channels.
Share with friends, follow and rate.
Spread the word because, well,more people should know about this stuff.
I know you know that.
Now, for those of youwanting more information on how
Sonic branding and sound marketingcan be utilized within your brand,
(19:01):
my company Dreamr Productionswould love to help you out.
We create,consult, and help strategize on how sound
can bea more active presence in your marketing.
We help you make sound on purpose.
For inquiries go towww.DreamrProductions.com
www.DreamrProductions.com
www.DreamrProductions.com
www.DreamrProductions.com and send us a message.
(19:22):
You can also find me,Jeanna Isham on LinkedIn,
Twitter and Facebook. All linkswill 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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