What ‘Laurel vs. Yanny’ Teaches Brands About Audio Ads
Audio ads are front-of-mind for marketers right now, because the “Laurel vs. Yanny” debate is at the front of consumers’ Facebook News Feeds. When consumers play the audio, they hear one name or the other, but the important thing for marketers to notice is they’re listening — and consumers listening means audio ads can be there, too.
In light of the rules about personal data privacy for E.U. citizens as a result of General Data Protection Regulation (GDPR), radio ads are a great way to get in front of consumers, opines Mike Dougherty, CEO of Jelli — programmatic platform for buying audio ads. In an email to Target Marketing yesterday, Dougherty highlighted recent research from Nielsen that Genius headlines as “93% of U.S. Adults Still Listen to AM/FM Radio.”
In addition to radio ads, voice assistants are presenting new marketing opportunities, Dougherty says.
Marketing thought leader Gary Vaynerchuk agreed:
The #Laurel #Yanny meme today is a subtle but important “wink” that voice is emerging. It’s just so obvious what the next platform is and every person, business and brand better not make the same mistake it has with mobile and social and OTT and every other important technology
— Gary Vaynerchuk (@garyvee) May 16, 2018
But the “Laurel vs. Yanny” debate about what consumers are hearing — based on high- or low-frequency sounds, similar to the viral disagreements about the eye’s rods-and-cones debate surrounding “The Dress” in 2015 — presents an unheard-of opportunity.
— Blaine Stewart (@BlaineStewart) May 16, 2018
Yesterday, The New York Times pointed out that consumers are adding the audio on social media, where marketers can also buy ads.
Josh Katz reports:
“The Times traced the clip back to Roland Szabo, an 18-year-old high school student in Lawrenceville, Ga., who posts as RolandCamry on Reddit. He said Wednesday that he was working on a school project and recorded the voice from a vocabulary website playing through the speakers on his computer. People in the room disagreed about what they were hearing. So he sent it to a friend who created an Instagram poll, which was then shared widely on Reddit, Twitter and other sites.”
Consumers are creating their own content with the audio — including one from @everybodylovesbarkley on Instagram that says “Anybody else hearing ‘Barkley’?”
As for display ads next to news articles about the Laurel vs. Yanny debate in the Times, the Guardian, Genius and Vox, none appeared to be relevant to the content or even play audio. Granted, they were retargeted to the author of this article and were mostly about marketing software.
What do you think, marketers?
Please respond in the comments section below.