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Can You Hear Me Now?

Can You Hear Me Now?

One of the great debates in digital marketing has to do with sound. Is it better to create a soundtrack for your video ads, or is it a waste of time as most people keep their speakers turned off? Pandora, one of the leading music streaming services, is making an attempt to answer that question by introducing a new metric, audibility.
Audibility measures how long someone listens to an ad that has sound. It’s similar to viewability, which tracks how long a user spends watching ad content. Pandora’s developing this metric because the majority of people use their service without watching it. Ads need to be heard if they’re going to be effective at all. It’s easy to see how the ability to determine if people are listening to ads will be useful to businesses advertising on other platforms as well.

The audibility metric hasn’t been rolled out yet, but it’s not too soon to begin thinking about what you can do to create messaging that your customers will want to listen to.

One approach to consider is integrating storytelling into your ads. NPR has perfected the art of storytelling: their Driveway Moments series is full of powerful narratives people just had to listen to – even if that meant sitting in the car in the driveway after a long commute home.
Julian Treasure, an expert on communication and how sound impacts how we’re heard, uses the acronym HAIL to explain how to create speech people want to listen to. H stands for Honesty, A for Authenticity, I for Integrity and L for love – not in the sense of romantic love as much as a broader sense of wishing people well. Creating advertisements that are honest, authentically representing your company, making statements that are true and promises that you intend to keep (that’s the integrity part) with the intention of improving the lives of everyone who hears it will help your advertisement stand out in a noisy world. For more on this topic, you’ll want to watch Julian’s TED talk. It’s a great introduction to helping your customers understand you!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office