What is driving the new found importance of audio?
 
There are a range of factors to answer this question according to Eardrum’s Ralph van Dijk, who was one of the opening presenters at RadioDays.
 
Life is increasingly busy, we are doing more and more things on the go. Audio is perfect for people to update news, be entertained or be informed while they are driving, working or doing something else.
 
Another driver of the audio ascendency is technology – the coming of voice control. It is now possible to navigate the world through our ears using our voice as a remote control. By 2020 it is expected that 50% of search will take place via voice.
 
The third factor is competition. Brands need new ways to differentiate themselves, and audio branding is giving them a trusted edge.
 
“Audio is the fastest of our senses, ideas get straight to the brain and trust it implicitly,”

“Churches long ago recognised the power of audio branding,” he said as the sound of church bells echoed from his presentation.
 
van Dijk compared the success of brands which only have a visual logo with those that have both visual and audio branding, showing that those with audio branding do better.
 
Listen to some of Ralph’s presentation below.