Southern Cross Austereo’s (SCA) client creative services team, The Studio, have joined in an exclusive partnership with the global leaders in audio benchmarking, Veritonic,
The resulting BRANDSOUND, offers brands the ability to create world class audio logos, and then test them for their ability to evoke chosen emotional attributes.
SCA’s National Head of Radio Sales, Nikki Rooke says, “In an increasingly audio-connected world, many brands are realising the importance of having a consistent audio approach to capitalise on the increasing time people are spending with audio.
“What we’re able to offer with BRANDSOUND is an emotional match to a brand’s visual assets. This means greater attribution of any advertising assets back to the brand, increasing brand fame and fluency across platforms.”
The BRANDSOUND process uses a mix of artificial intelligence technology referencing millions of data points provided by Veritonic, and audience panel testing from SCA’s own pool of almost 400,000 respondents.
The Studio’s National Head of Creativity, Matt Dickson says the aim is to create a world class audio branding “We use a mix of psychology, creativity, data, and insights to position brands precisely in the new world of audio. New content, platforms and offerings have increased audio consumption right across Australia, with Smart speaker usage also climbing quickly. The time for brands to enter the audio space is now.”
So far, many brands have taken The Studio up on their unique offering, from household names including SPC Baked Beans and Spaghetti to new start-ups like natural foods retailer That Hippie Co.