The commercial radio industry has launched a new audio logo for its Radio Alive campaign.
 
CEO of Commercial Radio Australia, Joan Warner, says “Having an audio brand strategy is as important as having a visual one because consumers are spending a significant proportion of their media time listening, and this is only set to increase as voice technology continues to develop and audio content becomes available across more channels and devices,”.
 
The importance of audio is being highlighted by growing audiences for radio and the increasing popularity of podcasts and voice activated speakers.
 
Meanwhile radio continues to enjoy a resurgence with cumulative audiences at record highs and metro ad revenue up 5.8% in the first half of the calendar year.
 
The third phase of its Radio Alive campaign includes three new radio ads and an audio logo now airing across 260 radio stations.
 
The Radio Alive audio logo was developed by Eardrum, and founding creative director, Ralph van Dijk, says the audio logo uses sampling and original music to grab attention and improve recall within just a few seconds.
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He says “The big benefit of an audio logo versus a visual logo is that it stays with you after you’ve experienced it and plays an important role in positively differentiating a product or service. It can create preference, build trust and even increase sales.”