“It is tempting to assume that we have listeners by the ears because they can’t skip radio… but our listeners will still skip ads mentally if the creative is not good enough.

“Radio advertising is not about spots on air, it is about communication,” says Ralph van Dijk from Eardrum.

Ralph urges stations to make ads that will make their listeners go from “passive hearing to active listening.”

We sat down with IAB Audio council members Sharon Taylor, OmnyStudio CEO (pictured), and Tristan Vining, creative director at Eardrum, at the IAB MeasureUp 2018 conference, to talk about how audio advertising is changing, and how Eardrum and IAB's Choosi example demonstrates what brands could be doing with audio as a medium.
 

When the IAB Australia's Audio Council went looking for a cross-platform audio-advertising campaign to demonstrate what best practice sounds like, they couldn’t find one.

So the Audio Council, and the team at Eardrum, an Audio Council member, went about creating their own example. They related the experience at last week's IAB MeasureUp Conference.

As part of today’s Interactive Advertising Bureau presentation of the latest research in interactive audio, Omny Studio’s CEO Sharon Taylor and Eardrum’s Creative Director Tristan Viney discussed creative formats for audio platforms.
 

The 32nd annual London International Award winners have been announced.

This year, Australia brought home 70 of the coveted LIA statues - 23 Gold, 23 Silver and 24 Bronze.

In total 820 LIA statues, in addition to finalists, were awarded from 40 countries with Australia ranking #3. The top countries were United States (209), United Kingdom (95), Australia (70), Germany (66) and Japan (59).

The Studio from SCA Perth, took out two Silver awards in the Radio & Audio category for:

Radio and audio specialists, Eardrum, has directed almost a quarter of the radio entries shortlisted at the 37th AWARD (The Australasian Writers and Art Directors Association) Awards.

Eardrum’s Ralph van Dijk was another of a large contingent of Aussies (and adopted Aussies) sharing knowledge from Down Under at this year’s Radio Days.
 
At the conference, van Dijk suggested that Radio Creatives should try to spot mistakes and weaknesses in actual ad breaks and conceive ways of improving them.
 
Another important factor is the brief that the creative gets from the sales person. “It’s all about the brief,” he said, outlining the important elements that should be in a creative brief: