How to Balance Innovation & Trust Through Audio

From the ChatGPT craze to NVIDIA's soaring stock price, it’s hard to ignore the current buzz around technology, innovation, and AI. In general, many people seem optimistic about how these advancements might be able to enhance our world. In fact, almost half of our listeners say they believe AI will improve productivity and eliminate menial tasks.

Though we’re more connected than ever before, our reliance on technology often amplifies our longing for genuine human connection. This phenomenon is what we call the hyperreality paradox, where the digital age is challenging us to find a balance between what’s virtual and what’s real. 

When it comes to innovation and technology, there’s as much uncertainty as there is excitement. In fact, 63% of our listeners feel there is a lack of clarity around how and where AI is really getting utilized. Not to mention, more than one in two of our listeners agree that it’s becoming difficult to separate fact from fiction and trust what we see online. Thankfully, audio offers brands a clear path for navigating this nuanced and complex era. 

Embrace the Future of Sound

Tech advancements aren’t only impacting productivity and innovation—they have also found their way into the songs and sounds we hear today. While there’s some hesitation around AI-generated music, artists are using technology not just as a tool, but as a source of inspiration, creating rhythms that reflect our increasingly digital world.

Stay On the Cutting Edge of Music with SoundCloud

With SoundCloud Scenes, advertisers can seamlessly align to new music and emerging talent in a native environment. Embed your brand messaging into tech-inspired categories like hard industrial, a fast-paced techno that was born out of pandemic-era lockdowns; glitchcore, a hypnotizing new wave of very online, often dark electronic music; and experimental / ambient trap, a fairly new hybrid genre that layers gentle, atmospheric sounds of ambient music with trap beats. These are just some of the emerging genres that are shaping the music of tomorrow on SoundCloud.

Create Human Moments

Whether it's through thought-provoking interviews, lyrical storytelling, or candid discussions, audio has the power to foster a deep sense of connection. After all, one in two SiriusXM Media listeners say that music is part of their identity. Meanwhile, 42% of SiriusXM podcast listeners say that hosts provide a sense of deep connection that traditional media personalities lack. This is in part due to the long-form, detailed nature of the content, which offers a welcome respite from the quick clips that saturate our social media feeds. It’s also a reflection of the powerful communities that podcasts foster, since one in two listeners feel that the medium connects them to like-minded people.

Take the Conversation Offline

For brands looking to cultivate the special and intimate relationship that listeners have with their favorite podcasters, music artists, and fellow fans, memorable, IRL experiences are the way to go. After all, one in two listeners say that in-person live events provide long-lasting memories. And for podcast lovers specifically, 44% say they would love the opportunity to meet their favorite hosts at a live show or meet and greet. Thankfully, SiriusXM Media offers live event sponsorship opportunities across music and podcasts, all year long. 

Foster A Deeper Sense of Trust

When it comes to reliable, truthful storytelling, podcasts have quickly surpassed other media formats in the eyes (and ears) of listeners. In general, 70% of podcast listeners say they find podcast hosts to be transparent and authentic. And for investigative categories like news and true crime, listeners have come to expect thorough and factual reporting from leading publishers like audiochuck, NBC News, and Crooked Media.

A Safe and Sound Ad Environment 

Trust goes both ways—you have to give it to get it. That’s why we’ve taken several measures to ensure brand suitability for your campaign. At the network level, all of our podcast content surpasses the GARM brand safety framework​. Plus, we have third-party vetted brand suitability measurement reporting available via Barometer​. We also ensure bid stream transparency at the network, show, episodic level​. 

Use AI Responsibly 

Connecting with audiences authentically doesn’t mean you’re limited to the ad tech of yester-year. We believe in privacy-forward solutions. That’s why we’ve doubled down on our commitment to innovate without reliance on identifiers like cookies, preparing for future industry headwinds by offering transparent tactics, including predictive audience targeting and contextual targeting. 

Leverage Innovative Creative Solutions

Now, on AudioGO, synthetic voice ads is a cost-effective creative tool that allows brands to select from a variety of artificial voices when creating an ad. With multiple voices to choose from (and many more to come), synthetic voice ads allow advertisers to create attention-grabbing, and persuasive voiceovers in seconds. Unlike most voice ads, which would require re-records or expert editing to alter, it’s easy to do unlimited retakes and publish without delay.

Stay Plugged In 

As we like to say, culture changes at the speed of sound. So, it’s important for brands to think two steps ahead in order to remain on the cutting edge. That means staying up-to-date on the latest advancements in ad tech, taking note of relevant entertainment trends, and keeping tabs on your target audience’s consumption habits. It’s a lot to track but, rest assured, we’re here to guide you every step of the way. Ready to learn more? Let’s talk.

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