Post by Philipp Schulte

There is one thing that keeps occupying my mind when talking about audio in the media mix: Still, one of the most common misconceptions about advertising is the belief that it drives immediate action. You show someone an ad of your brand and they instantly make a purchase. In reality, advertising rarely works that way. Its primary role is not to trigger instant sales, but to build lasting memory structures. It is key because it is these memories that people draw upon later, when they find themselves in a category buying situation. This is how we establish the view on effectiveness of audio advertising for our clients at RMS Der Audiovermarkter.. And it is always great to see when published research corresponds with our findings. Especially when it comes to the newest member to the party: AI So in that context I highly recommend reading this paper by Pierre Bouvard of Westwood One. They predict the upper funnel becoming the only funnel and brand building to be understood as a hard, measurable defence against digital algorithmic disruptions. What do you think as marketers? Shouldn't brands focus more on mass reach communication again? If you want to know more about the benefit of audio advertising in the media mix, just send me a PM. #mentalpenetraion #networksize #mentalmarketshare #audioadvertising