Digital is changing the game for audio advertising. Consumers have come to expect more personalized experiences that make listening to ads relevant to them. Oink Ink Radio, the New York-based boutique audio advertising agency, is capitalizing on the quickly-changing landscape by developing strategies to help their clients understand how to creatively use evolving audio technologies and techniques. Among them: sonic branding and podcast advertising, but especially sequential, short form and Dynamic Audio for streaming.
Dynamic Audio is a platform that is generating lots of buzz in the audio and advertising spaces. Dynamic allows advertisers to push out messages in real time that speak to a specific audience, making the experience more personalized for listeners and more efficient for advertisers. Dynamic Audio campaigns utilize data mining to customize ads based on a variety of factors, including the day of the week, current weather, type of music enjoyed by the listener, listening device, as well as much more deeply connected data points harvested by third-party sources. Crafting ads that are automatically customized for an individual listener allows for the promotion of special offers on products or services geared towards that listener in real time.
Digital audio has the unique capability to gain feedback through data, making messages less about one-way communication with mass audiences and more about understanding the needs of specific listeners. Brothers Dan and Jim Price, owners of Oink Ink Radio, recognized these changes as a creative opportunity to stay atop their field with innovative approaches to audio advertising.
“Digital Audio is a natural extension of what we’ve always done,” said Dan Price, partner and executive producer of Oink Ink, the country’s leading radio creative ad agency. “We took notice several years back, and began to work to plant the seeds so that we would be ready when the time came. Our thinking was: ‘While the Silicon Valley guys are busy developing new platforms and technologies, we’ll put Oink in a position to immediately begin to creatively utilize the offerings.’ So often you see new techniques launch, but good ad work doesn’t follow for years.”
Since founding the agency 26 years ago, the Price brothers have focused on creating effective, engaging audio advertising. Modern advances in technology are enhancing their ability to do so, now in an even more material way.
Dan and Jim Price have always believed in the power of storytelling when it comes to producing an ad – especially in radio, where it is crucial to gain and keep the attention of listeners when the only tools being used are the spoken word and use of sound. With streaming services, the two say the same principles apply.
“Through a mix of short form and Dynamic, presented sequentially (or not), we’re able to tell stories better than we’d been able with traditional radio,” said Jim Price. “That’s because we now have a clearer picture of who we’re speaking to – specifically – with insight to their interests, needs and habits.”
Oink Ink is the oldest and largest radio-only advertising agency in the country. The company takes on the tasks of writing, casting, directing and producing audio spots — and has enjoyed unprecedented success doing so. Their work for brands from Google to Verizon to CBS, Ford, Staples, and hundreds more has earned them countless industry awards, from Cannes to One Show, Clios and Radio Mercuries. The brothers say they are committed to keeping up with – and staying ahead of – innovative practices in the industry.
“When you think about it, who better to provide creative solutions to audio innovations than Oink Ink?” said Jim Price. “While some consider radio to be an outdated medium, we recognize its ability to personalize an audio ad experience in a way that no other outlet can.”
As we start the new year and nearly 125 years after Guglielmo Marconi invented radio, the medium continues to advance.
Click here to listen to examples of Dynamic Audio advertising created by Oink
About OINK INK
Headquartered in New York and Philadelphia, Oink Ink has been providing high-end creative for 27 years, for such notable clients as Google, AT&T, CBS Television, Lowe’s, Coors Light, Ford, IBM, Southwest Airlines and Staples and ad agency leaders Goodby, BBDO, Crispin Porter, Ogilvy, JWT and hundreds more.
