Original Audio

Why do brands obsess over their visual identity but overlook how they sound, when research shows sound is far more memorable than visuals? In this episode of Hard Refresh for State of Social, host Andrés López-Varela chats with Adam Johnson and Georgia Tappy about what the next 25 years could hold for sound. They dive into why sonic identity still takes a back seat, and how moments like Jet2Holidays turned into accidental earworms. Watch the full episode here: https://lnkd.in/g59dJ5BZ Or to listen, search "Hard Refresh" wherever you get your podcasts.

We are Original Audio

Our brains process audio faster than visuals and memory hooks onto it longer too. That’s why sonic logos, brand music and even short sound cues can drive recall in ways visuals alone can’t.

At Original Audio, we don’t just say digital audio is powerful. With Commercial Radio & Audio “The Power of Audio” campaign, we showed it in real time. We created 500 dynamic audio ads, each adapting in real time to device, location, time of day, and even the weather. Now live across CRA’s member networks LiSTNR (SCA), iHeart (ARN), NOVA Entertainment, Nine Radio and Ace Radio. Have a listen for yourself: https://lnkd.in/gw7AdYdU

Thank you Natasha Lee and Mediaweek Australia for your story on Original Audio’s work with Commercial Radio & Audio. Great for us to get a bit more ROI on our ‘Founders-in-front-of-brick-wall’ (thanks to Nic Long) press shot too 🤣. #Audio #DigitalAudio #ThePowerOfAudio #DynamicCreative https://lnkd.in/g4eeHciC

🚀 The 'Power of Audio' Just Got Personal We’re excited to share that Commercial Radio & Audio (CRA) partnered with Original Audio to bring their 'Power of Audio' campaign to life in a whole new way — through data-driven dynamic creative. 🎧 The campaign features almost 500 possible audio variations each one leveraging live data signals such as: 📱The device you’re listening on 📍Your location ⏰The time of day 🌤️Local weather conditions This means listeners (and, more pointedly, #marketers) don’t just hear an ad — they hear one that speaks directly to their context, in real time... ...demonstrating the targeting power of #DigitalAudio 💡 As CRA’s Head of Marketing, Charlie Murdoch put it: “With dynamic audio, we’re setting the stage for the future of audio ads, where creativity and technology combine to deliver personalised, on-demand connections at scale; building brands with precision, while moving hearts and minds along the way.” And our very own Aaron Matthews added: “When the CRA team brought us across ’The Power of Audio’ creative idea, we knew that extending it into dynamic audio would give the campaign a whole new dimension. Four live data signals in every ad and almost 500 potential creative variants may sound like overkill, but it was important for us to maximise the personalisation of the creative and therefore the impact. Showing is always better then telling and it's been a joy to be able to use the medium as the message” 👉 Example below (Phone / Gold Coast / Cloudy) and there’s more vids in link in the comments Original Audio are proud to work with CRA, Thinkerbell, Glue Society & MassiveMusic to showcase how brands can harness the power of audio to connect with audiences more meaningfully than ever. Finally a huge shout-out to our Dynamic Audio & Delivery partner Frequency (Pete Jimison & team)!!!   #AudioAdvertising #DynamicCreative #Personalisation #ThePowerOfAudio Adam Johnson Lizzie Young Sumayyah Gordon

This week, our MD Adam Johnson and Creative Director Aaron Matthews took the stage at State of Social in Perth to dive into the power of audio, and why every great audio campaign needs three essentials: 🔊 Strong audio branding 📖 Brilliant storytelling 🎯 Smart personalisation To bring it to life, we even played Audio Branding Bingo to get the audience thinking about how their show up in audio, from audio ads to social media content. We were also proud to be the audio partner of the event creating everything from the podcast to the opening and closing video audio, social content, speaker intros, and of course the iconic State of Social sonic logo. If you were there, you were fully immersed in original audio from start to finish. #StateOfSocial25

Perth, we’re coming for you! 🎉 Catch us on Day 2 of State of Social at Optus Stadium as we dive into the power of audio—helping brands cut through, drive action and ultimately effectiveness. 🔊 #StateOfSocial #PowerOfAudio #AudioMarketing #SonicBranding #PodcastAds #SoundThatSells #MarketingStrategy #BrandGrowth #ContentMarketing #MarketingTrends #CreativeStrategy #DynamicAudio #SonicBranding #OriginalAudio