September 19, 2014

LinkedIn POV: A Sound Move for the Connected Future, by Cary Tilds, Chief Innovation Officer, GroupM

Cary Tilds, Chief Innovation Officer at GroupM

A Sound Move for the Connected Future

Sep 16 2014

Ever since the 1920’s and 1930’s we had sound in our movies thanks to Lee DeForest and his innovation of recording sound on film. Although before sound, the movie industry was growing, the addition of sound to the experience helped to scale the industry significantly.


Then, in the 1930’s we added sound to the car, with the invention of the Motorola model 5T71 radio that could be installed in most popular automobiles.


The first internet radio for vehicles came from Blaupunkt, a company that showcased the technology at Consumer Electronics Show in 2009. Shortly thereafter, at the 2010 CES, Ford Motor Company CEO Alan Mulally announced a partnership between Ford, Stitcher, Pandora and a Twitter client called OpenBeak that would bring internet radio into Ford vehicles.


Internet radio was added to the computer well before the vehicle and it was led by Carl Malamud. In 1993, Malamud launched "Internet Talk Radio" which was the "first computer-radio talk show, each week interviewing a computer expert."


Getting sound from the computer to other devices started to pick up in the late 1990’s with the advent of downloadable ringtones on phones. However, it wasn’t until July 2008 that Pandora launched the mobile version of their software for the Apple iPhone and iPod Touch through the iTunes App Store, helping to foster the concept of “thumbs up or down” to drive the power of interactivity with sound on devices.


We have been innovating with sound in content and on devices for quite some time. The consumer usage and enjoyment of these experiences are at scale. For movies and radio, there are systems for measurement of audience delivery which help our advertiser community measure consumer reach. Also, within those ecosystems, the platforms and schema for content delivery are understood, fairly stable and trusted. This stability of the ecosystem has led to scale.


In our new world of computers, mobile and even cars, the schema for content delivery are not only fragmented, but in many cases are purposeful walled gardens. For marketers, these walled gardens of content cause significant friction in measurement within in an already resource-constrained ecosystem.


On September 8, 2014 the IAB released a ‘Digital Audio Ad Serving Template 1.0’ for public comment. The goal of the new standard is to “Strengthen Growth in Sector While Forming Basis for Universal Application.”


This is a great first step in a journey to provide the audio advertising community the ability to serve and track audio ads in a digital audio stream in much the same way that ads are tracked in other digital content. There’s much work to be done of course. The industry needs to be in alignment if Marketers are going to grow further trust and investment into these audio channels.


The internet of everything is in our near future with more and more devices and environments having site, motion and sound content. With this future, sound will play a significant part. If we don’t address specific methods for content delivery and measurement for the devices we already have, we will fall further behind the consumer and their speed of adoption.


Read it via LinkedIn here


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