MadTech Sketch: Audio's Rising Role in Marketing
Rachel Smith, CEO of ATS London/MadTechMoney, recently presented the latest MadTech Sketch at an event with over 650 attendees. The sketch highlighted the growing importance of audio in marketing, despite historical measurement issues and lack of last-click attribution.
Traditionally, audio's role in marketing has been hindered by measurement difficulties and the lack of clear attribution. However, AI-powered attribution models are set to improve this, potentially boosting audio's recognition in the marketing sphere.
The sketch proposed that mid-to-upper funnel advertising will be crucial in the future, with audio sitting in a sweet spot before the prompt. This is due to AI and chatbot disruptions in the lower funnel. Ciaran O'Kane has revised his sketch to reflect this, now including audio as a significant channel in data-driven marketing.
Audio's effectiveness for brand building is undeniable, and personalized AI-powered jingles are seen as a potential future application. Podcasts, as a refuge from platform issues, have high trust and sought-after inventory in the audio landscape.
The MadTech Sketch, presented by Rachel Smith, underscores the growing importance of audio in marketing. With AI-powered attribution models set to improve measurement, and audio's effectiveness for brand building, the channel is expected to play a significant role in the future of marketing.
Read also:
- Minimal Essential Synthetic Intelligences Enterprise: Essential Minimum Agents
- Tesla is reportedly staying away from the solid-state battery trend, as suggested by indications from CATL and Panasonic.
- Standard Nuclear & Framatome Join Forces to Boost TRISO Fuel Production by 2027
- AI-Driven Drones Spark Global Strategic and Ethical Debates
