To demystify the difficulty of including audio in the strategy, he points out that, using the Display Video 360 tool, you can set up an audio campaign exactly the same as a display campaign. In addition, it has its own metrics with very relevant information about user behavior. Therefore, "where we have to put special focus is on creativity ," he warns.
Among the success stories that Silvia Benito presented at the event was that belarus phone number of Nestlé and its media agency Zenith . The company wanted to position KitKat Senses as a premium product. The agency decided to incorporate audio into its strategy to reach this young audience with a message that was relevant to them in a “one-to-one” moment through Spotify. They carried out two phases: the first, focused 100% on video, and the second, incorporating audio with exactly the same budget. In the second case, they achieved a 58% increase in coverage . Given the positive results, they wanted to invest in other audio formats such as podcasts.
To end the morning of presentations and experiences around audio, #loveAudio was attended by Manuel Rodríguez, head of Adobe Advertising Cloud, and Daniel Sánchez, Digital Account Manager at Zenith.
the advantages of Adobe, a company that focuses on offering an omnichannel experience in which audio is a major protagonist.
“We consume the same type of content, but in a different way”