December 7, 2021 • 15 mins
How can audio content help to make our lives easier? We only have 24 hours in the day. But with audio our to-do's can be multi-tasked. We are granted the gift of new time within our day. In Episode 99 of the Sound In Marketing Podcast, Ron Jaworski of Trinity Audio about:
- Customizing ad spend to appropriate content.
- Keeping the engagement going within audio content,
- Innovation and where we were just 15 years ago.
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.
(00:05):
Today we pick up where we left offby talking about audio
content inAI with Ron Jaworski of Trinity Audio.
I just thought of something else too because you were just saying, like,
you just have so many hours.
I'm thinking about, like,all the things that are happening,
in the US right now in the capital,all these new policies
that are trying to be passedand they're like 600 pages long.
(00:26):
And can you imagine if there was a waywhere you could, you know,
I'm sure that these politicianswould want to sit and read as well,
but like, maybe they want to get upand they want to have something to eat,
they can be listeningwhile they're doing this
and like getting finishedand actually reading these policy things
before they go and, are voted on.
I mean, yeah, and lawyers,I mean, here's here's my other question.
(00:49):
One of the things
and I kind of know the answer for this,but I'm going to put it out there.
audio AI can be boring.
It's it can be very linear.
It can be very monotone.
And what ishow are you going about to deliver content
audio content that is, you know,
you mentioned about Stephen Hawkinsand how how do you go about it?
(01:12):
Do you work with synthetic voice?
Is this, just machine learning?
How do you make it so that it's it'salmost rhythmic and musical as you're
listening to it,so that the listener can engage and listen
to some of those NewYork Times articles are long.
How do you keep the engagement up?
First of all, we are all the timeexperiencing,
(01:35):
we are improving the user experience.
And to make it more human,more vivid
So we are working on improving that.
I must say that, look, we are being also
used on a books and literature sites
and we in many cases episodes of books
(01:55):
that can go for 15 and 20, 25 minutes
and we see super high engagementwith our solution.
So I think it's - first of all.
I think that we are more and more tolerantto mechanical voices
and emotions and things like that.
I think that it serves the need.
But on the other hand,we are always working
(02:17):
all the time to improve it,and as you said, we are using improving ML
all the time algorithms to improvethe experience, getting feedback
and going back and forthand back and forth improving.
There are some things that we are workingagain, as I said earlier,
that we can’t reveal right now, butit will definitely improved significantly.
(02:38):
As I said at the beginning.
We are just in the start of thisAI audio world.
It's going to be, first of all, immerseand it's going to be a huge, huge, huge,
huge part of the content consumption of usin the next 4 or 5 years.
And, you know, it's it's going to be likewhen we talk with the with our kids
(02:58):
that they was going to be, “you actually hadto read a lot of that?”
My kids are learning to read books,sit down and open physical books.
That is not going away.I'm not allowing that to go away.
I love this is just my soapbox but I loveaudio content.
I love where we're going,
but I definitely don't want to get ridof that because there is something about
(03:19):
the sensorial experienceof holding a book, opening it up.
That's just my soapbox.
No, I, I agree with you.I love books.
I still read books.
And I know that there are so many thingsthat are different
from the way we grew yoto the way our kids are growing up.
A few days ago,
I was actually talking to my friend,which is a he's working in Apple and he's,
(03:40):
you know,the engineering side here in Israel.
They had a discussion among themselves,among the engineers about the changes
that have been donesince the first iPhone came to life.
And in, in the waywe are doing basically everything today.
And he told me about a lot of things thatthey're testing and checking whatever.
And and then we started the conversationamong ourselves, you know,
(04:04):
and we talked about our daily usageand basically a daily routine.
And we just started to understandthe the differences
of the way we are doing
everything today versus like inwe are talking about 15 years ago now.
So let's think about our kids right nowand what will happen to them
20 years from now.
And we are now only talkingabout the consumption of audio.
(04:25):
We still didn'ttalk about the voice interaction,
which we definitely changedthe way we live completely.
I have a question about like some featuresand such you may
or may not have implemented,but as a consumer of this,
do you have anythinglike listed on your player or maybe it's
vocally or something sayinglike the rating, like if it's G rating,
(04:49):
if it's containing Covid,
information,that might need to be backed up
or if it's containing potential biasor any of those things.
Do you have any of those possibilities?
And again, I know this is very new.We can support it.
It's up for the content creator to decidewhat would be
(05:11):
a added, to to a specific article.
We can definitely do that.
We are in conversation with, some of ourpublication about how to implement it.
And I think that,
for us, it's obvious that it needsto be part of anything that is related to
what would definitely peoplewith read without it.
(05:35):
But at the end of the day,
it's up to the publication to decidewhether it wants to add it or not.
We are working on on a lot of different
tagging to the, article itselfto have it better,
categorize
and also relevancyto generating automated playlist
(05:56):
in on specific content,which is not only based on the section
because in many cases you can have a newsarticle that is definitely relevant
to an entertainment or sports article,and you want to have them on the same.
I would say on the same streamfor specific listener.
Okay.
Because now what we are doing right nowthat in many cases that you will listen to
(06:17):
in an articleand will automatically recommend
another article,and then to have a continuous, experience.
Okay.
But what we want to start doing is like,you know, in most cases,
you know, it's it's in the same section,the same category, in the same time frame.
And the most
you and the most consumed articleswould be basically bundle up together.
(06:39):
But we want to find the correlationbetween a news article
that can be relevantto an entertainment article
a covering a same topics, but maybe givinganother angle of the same story.
So this is what we aretrying to do right now.
So in in regards to that and,and you know, another thing
that we are also trying to dothat is also relevant to,
(07:01):
as you said,not like PG and things
like that, but definitely which is relatedto the advertising aspect of it.
Can we tag the tags to find the relevant
a brand to advertise top of our content,like if it's in
I don't know, sports article, so probablybring in a brand like Nike or whatnot.
(07:23):
So those are the type of thingsthat we are trying to to add
to our platform.
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 reference, media
that I'm a part of, courses on sound’s powerand influence and marketing,
(07:44):
and pretty much everything elsethat has to do with sound in marketing
for sound strategyand sonic branding creation.
My company, Dreamr Productionswould 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.
Now back to the show.
(08:05):
Do you have a marketplace of sortsfor that?
Where advertiserscould come to you and say, oh,
they havethey have their player in, this,
you know, sports magazine, let's let's buy, you know,
I don't know how you buy ads exactly,but like, let's buy
ads for these articlesor like these keywords.
(08:27):
Let's put something in these.
Is that how how would they go aboutI guess the question is,
how would they go about finding youor do you just kind of tap them?
How does that work?
So there is basically we we are todayand we are connected to all the relevant
platforms, advertising platformsthat have, programmatic advertising
capabilities in the, digital audio landscape.
(08:49):
And we are partners with Google
and they have their own advertising audiobeta that we are part of.
And, you know, you have targets for it.
Tritone and ad wizzand many other things.
So this is why we're working with them.
And over there it's 100% problematic.
We are working with brandsthat want to directly advertise
on top of our traffic,and there we can set up, you know,
(09:10):
basically filtering by categoriesor by any specific keywords.
Things like thatthat we can definitely target.
and I think that that will definitely go
and become a more interesting funnelfor advertisers, because due to the fact
that we are moving from third partycookie to more contextual targeting.
(09:30):
So those type of advertising campaigns,or I would say in
targeting advertising needwould be a more and more commonly used.
So that's thethose are the places that we are aiming.
And today you can definitely target bysection or verticals or things like that.
Yeah.
I just all of these questionsare popping up in my head.
(09:51):
well,
as we have
completely notgone on my questions at all, which is wonderful,
I will end with one of my questions.
And my question is,what are you excited about?
That's either out there just nowstarting or something that hasn't
quite began, that you would really liketo see catch on.
I know where to in is going to be in where
(10:11):
the AI audio landscapeis going to be in the next 3 to 5 years.
I have no doubt where it's going to be,and where it’s aiming.
I think that I’m super excitedabout the fact
that I'm now hearing more and more large,
green, large media companiestalking about this strategy. Now,
I think that they still don't
(10:35):
really grasp what they need to do,especially for
those that are super focusedin, in, in textual content.
But the fact that people are saying, okay,now I need to have an audio strategy,
that's that's a major, major milestone,and I'm super excited about it.
And I'm more excited about,you know, having those conversations
(10:55):
with peoplethat are looking for their audio strategy.
And, this isthis is what makes me excited.
I will say on the strategy side of things
because we are teaching aboutaudio strategy for the past few years,
and it's great to see the marketis starting to move into that direction.
That's that's the first.
And the second thingis the connection between
(11:18):
voice interaction and audio.
AI that's the area
that I'm looking to explore and
to try to masterin the next couple of years
is how I create the best audio experienceusing a voice interaction
from theAI audio content that I'm creating.
(11:40):
And by that making surethat the content creators that are using
my platform have the best engagementwith their readers or listeners.
This is is what I'm excited about.
And I know that this what I'm going to seein the next couple of years.
And I have tons of ideas.
I just hope that I can make them a realityin the next couple of years.
(12:04):
I want to echo the audio strategy
because I'm excitedobviously about that as well.
And if any of thesebrands are overwhelmed,
they can always come to meand I would love to help them sort it out.
because I'm in thisevery single day as as you are as well.
So I'm very excited.
You know exactly where 3 to 5 yearseverything will be.
(12:27):
I don't,because I thought that I kind of knew it.
But then Covid hitand I feel like the voice world
was granted this opportunity to show.
Okay, so now we don't havewe don't have our TV shows.
We don't have our regular content.
Oh, wait,there's podcasts and oh, there's this.
And like, I feel like there was justthis total shift, so who knows.
(12:51):
Hopefully we don't have another Covid,but who knows what's going to happen.
And I take that as a huge, positive form
because I know that the sound revolutionis happening.
I'm so excited to seewhat's going to happen next.
Look, I think I think that we areI think we talked about it in the past.
We are in an amazing moment,which is, I would say,
(13:15):
similar to the mobile revolution, similarto the internet revolution.
This is the audio and voice revolution.
It definitely changesthe way people lives.
And there's tons of innovation, and
it's such a blue ocean that you can,you know, innovate and create.
And in creativityand you see people doing amazing things
and it's just going to grow.
(13:35):
I think that five years from now we’ll look back and say that, wow, what
what just happened?
You know, whatwhat happened in those five years?
It completely changed the waythe way I live.
It's it's
not something that, you know, it's it'snice to have and maybe I'll use it.
It would, would be.
And it will take a major role
(13:56):
in our daily lives and in our interaction
with our fans, you know, interactingwith our families, in our kids.
And I think that it would change the waywe consume content in the way we
we purchase and to basically touch every,every point of our lives.
And, and I'm excited to be a small
(14:16):
part of it, but to be a part of it.
Well,thank you, Ron, so much for your time.
I could talk about this and you could
forever, yes.
No doubt about it.
Yes, we can do another like 5or 6 or 7 or 70.
Yeah. Shows about it
easily. Easily.
Well thank you so much for your timeI appreciate it.
(14:38):
I so very enjoyed it.
And, hope to see you soon.
Guess what?
Next week is the 100th episodeof the Sound In Marketing podcast.
I can't even believe it.
In honor of the special occasion,
I've put together a What I've LearnedSo Far episode just for you.
It shows you the rabbit hole
of how I started researchingjust sonic branding and where I am today.
(15:02):
Knowing that there is so, so much morethan just fill in the blank here.
So be sure to tune in next weekas we close out season four.
For those of you wanting more informationon how sonic branding and sound
marketing can be utilizedwithin your brand,
my company, Dreamr Productionswould love to help you out.
We create,consult, and help strategize on how sound
(15:23):
can bea more active presence in your marketing.
We help you make sound on purpose.
For inquiries,go to www.DreamrProductions.com.
www.DreamrProductions.comand send us a message.
You can also find me Jeanna Ishamon LinkedIn, Twitter and Facebook.
All links will be provided in the show.
Notes.
(15:44):
Let's make this world of soundmore intriguing, more unique, and more
and more on brand.
Today we pick up where we left offby talking about audio
content inAI with Ron Jaworski of Trinity Audio.
I just thought of something else too because you were just saying, like,
you just have so many hours.
I'm thinking about, like,all the things that are happening,
in the US right now in the capital,all these new policies
that are trying to be passedand they're like 600 pages long.
(00:26):
And can you imagine if there was a waywhere you could, you know,
I'm sure that these politicianswould want to sit and read as well,
but like, maybe they want to get upand they want to have something to eat,
they can be listeningwhile they're doing this
and like getting finishedand actually reading these policy things
before they go and, are voted on.
I mean, yeah, and lawyers,I mean, here's here's my other question.
(00:49):
One of the things
and I kind of know the answer for this,but I'm going to put it out there.
audio AI can be boring.
It's it can be very linear.
It can be very monotone.
And what ishow are you going about to deliver content
audio content that is, you know,
you mentioned about Stephen Hawkinsand how how do you go about it?
(01:12):
Do you work with synthetic voice?
Is this, just machine learning?
How do you make it so that it's it'salmost rhythmic and musical as you're
listening to it,so that the listener can engage and listen
to some of those NewYork Times articles are long.
How do you keep the engagement up?
First of all, we are all the timeexperiencing,
(01:35):
we are improving the user experience.
And to make it more human,more vivid
So we are working on improving that.
I must say that, look, we are being also
used on a books and literature sites
and we in many cases episodes of books
(01:55):
that can go for 15 and 20, 25 minutes
and we see super high engagementwith our solution.
So I think it's - first of all.
I think that we are more and more tolerantto mechanical voices
and emotions and things like that.
I think that it serves the need.
But on the other hand,we are always working
(02:17):
all the time to improve it,and as you said, we are using improving ML
all the time algorithms to improvethe experience, getting feedback
and going back and forthand back and forth improving.
There are some things that we are workingagain, as I said earlier,
that we can’t reveal right now, butit will definitely improved significantly.
(02:38):
As I said at the beginning.
We are just in the start of thisAI audio world.
It's going to be, first of all, immerseand it's going to be a huge, huge, huge,
huge part of the content consumption of usin the next 4 or 5 years.
And, you know, it's it's going to be likewhen we talk with the with our kids
(02:58):
that they was going to be, “you actually hadto read a lot of that?”
My kids are learning to read books,sit down and open physical books.
That is not going away.I'm not allowing that to go away.
I love this is just my soapbox but I loveaudio content.
I love where we're going,
but I definitely don't want to get ridof that because there is something about
(03:19):
the sensorial experienceof holding a book, opening it up.
That's just my soapbox.
No, I, I agree with you.I love books.
I still read books.
And I know that there are so many thingsthat are different
from the way we grew yoto the way our kids are growing up.
A few days ago,
I was actually talking to my friend,which is a he's working in Apple and he's,
(03:40):
you know,the engineering side here in Israel.
They had a discussion among themselves,among the engineers about the changes
that have been donesince the first iPhone came to life.
And in, in the waywe are doing basically everything today.
And he told me about a lot of things thatthey're testing and checking whatever.
And and then we started the conversationamong ourselves, you know,
(04:04):
and we talked about our daily usageand basically a daily routine.
And we just started to understandthe the differences
of the way we are doing
everything today versus like inwe are talking about 15 years ago now.
So let's think about our kids right nowand what will happen to them
20 years from now.
And we are now only talkingabout the consumption of audio.
(04:25):
We still didn'ttalk about the voice interaction,
which we definitely changedthe way we live completely.
I have a question about like some featuresand such you may
or may not have implemented,but as a consumer of this,
do you have anythinglike listed on your player or maybe it's
vocally or something sayinglike the rating, like if it's G rating,
(04:49):
if it's containing Covid,
information,that might need to be backed up
or if it's containing potential biasor any of those things.
Do you have any of those possibilities?
And again, I know this is very new.We can support it.
It's up for the content creator to decidewhat would be
(05:11):
a added, to to a specific article.
We can definitely do that.
We are in conversation with, some of ourpublication about how to implement it.
And I think that,
for us, it's obvious that it needsto be part of anything that is related to
what would definitely peoplewith read without it.
(05:35):
But at the end of the day,
it's up to the publication to decidewhether it wants to add it or not.
We are working on on a lot of different
tagging to the, article itselfto have it better,
categorize
and also relevancyto generating automated playlist
(05:56):
in on specific content,which is not only based on the section
because in many cases you can have a newsarticle that is definitely relevant
to an entertainment or sports article,and you want to have them on the same.
I would say on the same streamfor specific listener.
Okay.
Because now what we are doing right nowthat in many cases that you will listen to
(06:17):
in an articleand will automatically recommend
another article,and then to have a continuous, experience.
Okay.
But what we want to start doing is like,you know, in most cases,
you know, it's it's in the same section,the same category, in the same time frame.
And the most
you and the most consumed articleswould be basically bundle up together.
(06:39):
But we want to find the correlationbetween a news article
that can be relevantto an entertainment article
a covering a same topics, but maybe givinganother angle of the same story.
So this is what we aretrying to do right now.
So in in regards to that and,and you know, another thing
that we are also trying to dothat is also relevant to,
(07:01):
as you said,not like PG and things
like that, but definitely which is relatedto the advertising aspect of it.
Can we tag the tags to find the relevant
a brand to advertise top of our content,like if it's in
I don't know, sports article, so probablybring in a brand like Nike or whatnot.
(07:23):
So those are the type of thingsthat we are trying to to add
to our platform.
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 reference, media
that I'm a part of, courses on sound’s powerand influence and marketing,
(07:44):
and pretty much everything elsethat has to do with sound in marketing
for sound strategyand sonic branding creation.
My company, Dreamr Productionswould 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.
Now back to the show.
(08:05):
Do you have a marketplace of sortsfor that?
Where advertiserscould come to you and say, oh,
they havethey have their player in, this,
you know, sports magazine, let's let's buy, you know,
I don't know how you buy ads exactly,but like, let's buy
ads for these articlesor like these keywords.
(08:27):
Let's put something in these.
Is that how how would they go aboutI guess the question is,
how would they go about finding youor do you just kind of tap them?
How does that work?
So there is basically we we are todayand we are connected to all the relevant
platforms, advertising platformsthat have, programmatic advertising
capabilities in the, digital audio landscape.
(08:49):
And we are partners with Google
and they have their own advertising audiobeta that we are part of.
And, you know, you have targets for it.
Tritone and ad wizzand many other things.
So this is why we're working with them.
And over there it's 100% problematic.
We are working with brandsthat want to directly advertise
on top of our traffic,and there we can set up, you know,
(09:10):
basically filtering by categoriesor by any specific keywords.
Things like thatthat we can definitely target.
and I think that that will definitely go
and become a more interesting funnelfor advertisers, because due to the fact
that we are moving from third partycookie to more contextual targeting.
(09:30):
So those type of advertising campaigns,or I would say in
targeting advertising needwould be a more and more commonly used.
So that's thethose are the places that we are aiming.
And today you can definitely target bysection or verticals or things like that.
Yeah.
I just all of these questionsare popping up in my head.
(09:51):
well,
as we have
completely notgone on my questions at all, which is wonderful,
I will end with one of my questions.
And my question is,what are you excited about?
That's either out there just nowstarting or something that hasn't
quite began, that you would really liketo see catch on.
I know where to in is going to be in where
(10:11):
the AI audio landscapeis going to be in the next 3 to 5 years.
I have no doubt where it's going to be,and where it’s aiming.
I think that I’m super excitedabout the fact
that I'm now hearing more and more large,
green, large media companiestalking about this strategy. Now,
I think that they still don't
(10:35):
really grasp what they need to do,especially for
those that are super focusedin, in, in textual content.
But the fact that people are saying, okay,now I need to have an audio strategy,
that's that's a major, major milestone,and I'm super excited about it.
And I'm more excited about,you know, having those conversations
(10:55):
with peoplethat are looking for their audio strategy.
And, this isthis is what makes me excited.
I will say on the strategy side of things
because we are teaching aboutaudio strategy for the past few years,
and it's great to see the marketis starting to move into that direction.
That's that's the first.
And the second thingis the connection between
(11:18):
voice interaction and audio.
AI that's the area
that I'm looking to explore and
to try to masterin the next couple of years
is how I create the best audio experienceusing a voice interaction
from theAI audio content that I'm creating.
(11:40):
And by that making surethat the content creators that are using
my platform have the best engagementwith their readers or listeners.
This is is what I'm excited about.
And I know that this what I'm going to seein the next couple of years.
And I have tons of ideas.
I just hope that I can make them a realityin the next couple of years.
(12:04):
I want to echo the audio strategy
because I'm excitedobviously about that as well.
And if any of thesebrands are overwhelmed,
they can always come to meand I would love to help them sort it out.
because I'm in thisevery single day as as you are as well.
So I'm very excited.
You know exactly where 3 to 5 yearseverything will be.
(12:27):
I don't,because I thought that I kind of knew it.
But then Covid hitand I feel like the voice world
was granted this opportunity to show.
Okay, so now we don't havewe don't have our TV shows.
We don't have our regular content.
Oh, wait,there's podcasts and oh, there's this.
And like, I feel like there was justthis total shift, so who knows.
(12:51):
Hopefully we don't have another Covid,but who knows what's going to happen.
And I take that as a huge, positive form
because I know that the sound revolutionis happening.
I'm so excited to seewhat's going to happen next.
Look, I think I think that we areI think we talked about it in the past.
We are in an amazing moment,which is, I would say,
(13:15):
similar to the mobile revolution, similarto the internet revolution.
This is the audio and voice revolution.
It definitely changesthe way people lives.
And there's tons of innovation, and
it's such a blue ocean that you can,you know, innovate and create.
And in creativityand you see people doing amazing things
and it's just going to grow.
(13:35):
I think that five years from now we’ll look back and say that, wow, what
what just happened?
You know, whatwhat happened in those five years?
It completely changed the waythe way I live.
It's it's
not something that, you know, it's it'snice to have and maybe I'll use it.
It would, would be.
And it will take a major role
(13:56):
in our daily lives and in our interaction
with our fans, you know, interactingwith our families, in our kids.
And I think that it would change the waywe consume content in the way we
we purchase and to basically touch every,every point of our lives.
And, and I'm excited to be a small
(14:16):
part of it, but to be a part of it.
Well,thank you, Ron, so much for your time.
I could talk about this and you could
forever, yes.
No doubt about it.
Yes, we can do another like 5or 6 or 7 or 70.
Yeah. Shows about it
easily. Easily.
Well thank you so much for your timeI appreciate it.
(14:38):
I so very enjoyed it.
And, hope to see you soon.
Guess what?
Next week is the 100th episodeof the Sound In Marketing podcast.
I can't even believe it.
In honor of the special occasion,
I've put together a What I've LearnedSo Far episode just for you.
It shows you the rabbit hole
of how I started researchingjust sonic branding and where I am today.
(15:02):
Knowing that there is so, so much morethan just fill in the blank here.
So be sure to tune in next weekas we close out season four.
For those of you wanting more informationon how sonic branding and sound
marketing can be utilizedwithin your brand,
my company, Dreamr Productionswould love to help you out.
We create,consult, and help strategize on how sound
(15:23):
can bea more active presence in your marketing.
We help you make sound on purpose.
For inquiries,go to www.DreamrProductions.com.
www.DreamrProductions.comand send us a message.
You can also find me Jeanna Ishamon LinkedIn, Twitter and Facebook.
All links will be provided in the show.
Notes.
(15:44):
Let's make this world of soundmore intriguing, more unique, and more
and more on brand.
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