Relevance has always played a major role in advertisement. The more relevant your advert is to the listener, the better chance of a conversion. Unfortunately, with radios this wasn’t possible for a really long time.
However, with online radio stations and music service gaining popularity, it has become the latest fad. Take the case of The National Lottery of UK. This lottery game donates a lot of its proceeds to several charities all over the UK and the advert campaign created for it highlights a lot of the good deeds it does.
The ads are currently sold by DAX, which is owned by Global Radio. There are over 300 clients on DAX that harness the power of computing and logic to generate user centric advertisements. Basically, each ad campaign has several hundred versions of an advertisement with minor changes.
In the case of The National Lottery advertisements, the message varied taking into account the listener’s history and his current location. The creative head behind this innovative campaign is Charlie Marshall. “We wanted to build a campaign that felt personal to the listener and that’s why we made thousands of variations.”
The advertisement played to any user would vary. It would take into account whether the exact version of the advertisement was already played back to the user. Basically, it would be a storyline, with small parts being played to the listener in sequence. This isn’t like traditional radio advertisement where a single piece of creative keeps billowing out over the signals.
Once the system compiles a list of all adverts a listener has heard, it then finds the next piece of the story to play back. Hence, the content for these adverts are generated beforehand but using multiple pieces of creatives. They are then assembled based on what the user has already heard.
For example, if you are driving past a coffee store in a particular location, the advertisement would change to include that location or coffee shop plus address the listener on a first name basis. It may even include the day’s weather forecast and also the day of the week! Imagine just how concentrated an advert sounds when it takes into account such real world variables.
Naturally, such advertisements require on-the-spot editing and algorithms strong enough to slice and join recorded words together. Nevertheless, the advertisements all sound rather high quality.
This practice of generating thousands of narratives wasn’t previously possible because traditional technology would require thousands of recordings. Voice talent worth thousand hours is a lot of money. Now with the technology, a few hours of voice talent can be reused to make thousand hours worth of radio advertisements.
This innovation and idea is the brainchild of the company, A Million Ads.