Andrew Henry from Joystick takes you through everything you need to know about current audio advertising and how to make the best quality ads.

1. MARCH 2019
©2019 JOYSTICK. ALL RIGHTS RESERVED.
Audio:
Don’t Call it a
Comeback
Andrew Henry
VP, Client Services, Joystick

2. 2©2019 JOYSTICK. ALL RIGHTS RESERVED.

3. INTRODUCTION
©2019 JOYSTICK. ALL RIGHTS RESERVED.

4. INTRODUCTION
Change
happens in a lot
of weird ways.
©2019 JOYSTICK. ALL RIGHTS RESERVED.

5. INTRODUCTION
Why the return of Audio Ads?
What are some best practices
and considerations?
How will audio continue to expand?
©2019 JOYSTICK. ALL RIGHTS RESERVED.

6. OVERVIEW
©2019 JOYSTICK. ALL RIGHTS RESERVED.

7. OVERVIEW
©2019 JOYSTICK. ALL RIGHTS RESERVED.

8. OVERVIEW
©2019 JOYSTICK. ALL RIGHTS RESERVED.

9. OVERVIEW
Connected
AudioIn-Car
Tablet
Gaming
DesktopSmart TV
OOH
Mobile
Audio
Digital OOH
Video
High Impact
Custom Creative
Native
©2019 JOYSTICK. ALL RIGHTS RESERVED.

10. BEST PRACTICES
What makes a
good Audio Ad?
Understanding your Audience
Personalization is shown to have higher engagement across mediums.
Considering the Context
Understand the platform (podcast, streaming service) and what assets
will be used. Consumption patterns and user context impacts how
your ad is received.
Brief and Memorable
Keep it short and include a clear call-to-action. Repeat the brand name
2-3 times during the ad. Shorter clips have higher recall.
Thoughtful with Sound
Balance the mixing between voiceover, music and other sounds
effects and consider storytelling techniques.
©2019 JOYSTICK. ALL RIGHTS RESERVED.

11. BEST PRACTICES
Best practices for Audio Ads.
COMPANION ASSET
Dimensions: 300 x 250
File type: JPG, PNG
AUDIO FILE
Length: Either 15 or 30 seconds
File type: MP3
Max file size: 1GB
Landing page URL: Required
Audio Ad Specs
The power of imagery
A visual companion is the strongest
connection back to the brand.
Tie back to the brand
Incorporate logo, CTA, and consider
elements that reference the audio ad.
AUDIO AD
COMPANIONS
Consistent tone & tempo
For a 30-sec ad aim for 55-75 words
for and for a 15-sec ad aim for 40.
Be conversational
A friendly tone helps transition
listeners between entertainment
content and ads.
Include a CTA
Offer an opportunity for listeners to
engage. Ads with a direct call-to-action
have higher click through rates.
Incorporate storytelling
Transport the listener through the
use of subtle effects and
environmental sounds that creates
imagery in the mind.
Create multiple versions
Develop a variety of audio ads tailored
to unique audience preferences.
©2019 JOYSTICK. ALL RIGHTS RESERVED.

12. EXAMPLE 1 McDONALD’S | AUDIO AD
©2019 JOYSTICK. ALL RIGHTS RESERVED.

13. EXAMPLE 2 HOTELS.COM | AUDIO AD
©2019 JOYSTICK. ALL RIGHTS RESERVED.

14. FUTURE OF AUDIO
©2019 JOYSTICK. ALL RIGHTS RESERVED.

15. VOICE ACTIVATED UNITS
Voice simplifies tasks
and allows consumers
to be more efficient in
their day-to-day.
Source: Google/Pearless Insights: “Voice-Activated Speakers,
People’s Lives Are Changing. 2017
Consumers can be more efficient and
present in their daily lives.
36%
69%
of people who own voice-activated
speakers say their top reason for
using the device is that it enables
them to do things faster than on
other devices.
Of people who own voice-activated
speakers say they use the device
while doing other things.
©2019 JOYSTICK. ALL RIGHTS RESERVED.

16. CASE STUDY 1 AMAZON ALEXA | VOICE ENABLED UNIT
©2019 JOYSTICK. ALL RIGHTS RESERVED.

17. CASE STUDY 2 GOOGLE EXPRESS | VOICE ACTIVATED MOBILE UNIT
©2019 JOYSTICK. ALL RIGHTS RESERVED.

18. CLOSING
©2019 JOYSTICK. ALL RIGHTS RESERVED.

19. Los Angeles
4551 Glencoe Ave, Ste 330
Marina del Rey, CA 90292
310-845-6319
Thank you!
New York
25 Broadway, 5th Floor
New York, NY 10004
646-597-6558
London
Suncourt House
18-26 Essex Road
London, N1 8LN
+44 (0)749 502 2208
Santo Domingo
Corporativo 2010
Av. Gustavo Mejía Ricart Ste 303
Santo Domingo, DR
809-562-6921
Andrew Henry
VP, Client Services
609-364-0878
andrew@joystickinteractive.com
©2019 JOYSTICK. ALL RIGHTS RESERVED.