As more and more people encounter Web video without any sound playing--particularly on Facebook--marketers and advertising creative executives have had to adjust how they shoot commercials. That means many of the conventions of classic TV advertising are being thrown out of the window. But no-sound video has opened up new forms of visual communications--while also borrowing tactics from the silent movie era, say ad creatives.
“What song are you?” In a brief moment of downtime the other day I did one of those online personality tests, where the resulting song is meant to represent your personality. I shared it with my friends on Facebook and...
Connecting directly to emotions, audio branding is a powerful tool for communicating brand values and making your brand instantly recognisable, even to customers who have their eyes shut (Not just a jingle, EyeforTravel, October 5, 2015). At times, however, audio branding efforts don’t quite work out as planned, and there are some valuable lessons to be had from this. 1. Anticipate confusion
You’re not imagining it, Morrisons really does play the best music in the country. We go 'Behind the Music', VH1-style, with retail's best algorithmic DJ. *Daft Punk used for illustrative purposes only*
For the second year, Billboard and Shazam teamed up with Clio Music to present three specially created charts that ranked the best uses of music in advertising over the past year. The top performing commercials on these charts were recognized at the 56th annual CLIO Awards honoring creativity in advertising on Wednesday.
There's an actual scientific reason why the memory of the first time I heard The Clash has stayed so vividly with me. Think about the emotions and impulses that certain sounds have elicited in you throughout the years. Because it's time for you to ask yourselves "What's my sound strategy?"
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