Last Thursday, the iconic Ivy Ballroom set the stage for an insightful morning at the HEARD 2024 event hosted by Commercial Radio Australia (CRA). As an outlier in the realm of audio consumption, I embarked on this journey with a keen interest in branded content, eager to explore the potential of integrating brands with radio and audio talent. Little did I know, the day would unfold with revelations about the impact of audio on human emotions and the immense potential it holds for brands seeking a stronger return on investment (ROI) for their campaigns.

It comes as no surprise that the underlying theme of the day was the significant role audio plays in maximising marketing efforts. Audio isn’t just an enduring medium; it’s rapidly growing, benefiting from the technological advancements in the industry. As numerous studies, including one conducted by NeuroLab, Mindshare, and Neuro-Insight, reveal, audio ads consistently drive higher levels of engagement and brand recall compared to other media formats. This advantage persists whether the audience is listening to music or podcasts. The study found a 12% increase in emotional intensity provoked by audio ads over other media benchmarks, leading to increased brand breakthroughs. However, what intrigued me most throughout the day was how we leverage this highly engaged platform with branded content and talent.

The opening session by Adam Ferrier, a luminary in consumer psychology and the Founder of Thinkerbell, delved into the intricate relationship between audio and emotion. Ferrier’s insights resonated deeply as he unveiled the power of distinctive audio assets in evoking visceral responses from listeners. His insights underscored the importance of harnessing this medium to strike emotional chords with the audience.

One poignant realisation that emerged from Ferrier’s presentation was the potential magnification of emotional resonance when integrating trusted talent into brand campaigns. In the session ‘Radio Icons Uncovered,’ insights from Aussie iconic voices highlighted how personal narratives can forge authentic connections with consumers, enhancing credibility and fostering loyalty. The personal anecdotes shared by panelists such as Kate Ritchie and Amanda Keller about their vulnerabilities and life experiences underscored the profound connection that trusted talent can establish with their audience. Each panelist revealed a fact about themselves at the start of the session, which people don’t necessarily know – for example, Amanda Keller doesn’t drink tea, Erin Molan speaks fluent Bahasa Indonesian, Kate Ritchie collects tea towels, and Deb Knight has a superpower. Hearing these, I immediately felt more of a connection to the speakers than previously. These personal narratives serve as vehicles for brands to forge authentic connections with consumers, thereby enhancing credibility and fostering loyalty. Thus, on reflection, partnering with talent like Keller for Twinings or Mulan for Jetstar’s Bali Flights sale would makes perfect sense to me —they don’t just create content; they foster connections.

In the final session, Mark Ritson championed radio as the ultimate sidekick in the media mix, emphasising its amplifying effect on campaigns. His focus on Excess Share of Voice (ESOV) demonstrated the correlation between increased brand visibility, emotional storytelling, and market share. Ritson’s study claimed that emotional storytelling could lead to a more substantial increase in market share (as seen in below table), and he alluded to the idea that with just 11% of the media budget allocated to radio potentially doubling the impact of ESOV.

In conclusion, the HEARD 2024 event served as a compelling testament to the transformative potential of audio branding. By harnessing the emotive power of audio and leveraging the credibility of trusted talent, brands can forge deep connections with their audience, amplify campaign effectiveness, and ultimately achieve a stronger ROI. In an ever-evolving marketing landscape, the profound impact of audio on emotions and consumer perceptions cannot be overstated.