Dunkin's New Audio Ads Increased Consumer Engagement by 238%
Grace Mahas — July 9, 2021 — Marketing
References: marketingdive
Dunkin', the popular American fast-food chain formerly known as Dunkin' Donuts, recently launched a new audio ad that dramatically increased consumer engagement. The new campaign dynamically matched ad content with the content users were listening to in real-time. The tool, called the Sympaphonic Ads tool, was developed by AI Music and created to "automatically adjusts the background audio of marketing messages to fit with different music genres."
The aim of using the audio ads was to "cut down on production times for campaigns while delivering a less intrusive listening experience to consumers."
Personalization is an important factor for ads as content becomes more diverse and many users face an overload of ads. This distinction will make brands like Dunkin' stand out from competitors.
Image Credit: Juja Han / Unsplash
The aim of using the audio ads was to "cut down on production times for campaigns while delivering a less intrusive listening experience to consumers."
Personalization is an important factor for ads as content becomes more diverse and many users face an overload of ads. This distinction will make brands like Dunkin' stand out from competitors.
Image Credit: Juja Han / Unsplash
Trend Themes
1. Audio-based Advertising - Create innovative ad content that matches the real-time music tastes of the consumer to boost engagement.
2. Personalized Ads - Use personalization to distinguish your brand from competitors and cut down production times for campaigns.
3. Automated Ad Production - Incorporate AI technology to adjust the background audio of marketing messages to fit with different music genres.
Industry Implications
1. Fast Food Industry - Fast food chains like Dunkin’ can utilize AI technology to capture customer attention in an age overloaded with ads, which can result in increased sales.
2. Audio Production Industry - The music industry can partner with companies like AI Music to create innovative marketing campaigns that will resonate with the listening public.
3. Advertising Industry - Advertising agencies can explore AI-powered tools like Sympaphonic Ads to create ads that utilize real-time customer insights to deliver more personalized, engaging experiences.
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