Welcome to Season 2 of Tripod, the audio advertising podcast. In this season we’ll be explaining how advertisers can connect with their customers using audio, what to use and when, with step by step guides on everything from linear radio to digital audio.

We’re launching this season on the opening day of London’s Podcast Show 24, so in this episode we look at a brand that uses podcast advertising, and ask why and how they use it, and what kind of results they’re getting.

The brand is Gressingham Duck, and our guest is Rebecca Alderton from Gressingham Foods. Your hosts are Trisonic's Matt Hopper and Howard Bareham.

It’s now possible to create audio ads entirely with A.I. But should we use A.I. in the creative process? And if so, when and how? In this episode, we’ll play an audio ad created by A.I. and discuss the role of A.I. in audio production.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

An ad made to be played on traditional radio may not sound right on streaming services or podcasts. In this episode, Matt, Debbie and Kieran explain why it’s important to adapt ads for different uses, and how adaptation can be extremely cost-effective.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

A great voiceover can make an average script sound better. The wrong voiceover can make a great sound so bad that the ad won’t work. Selecting the right voice artist is key in the audio creative process, but how do you choose, and do ‘famous’ voices help?

In this episode, host Matt Hopper and guests Debbie Dillion and Kieran Murphy discuss voice selection.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

Writing an audio ad that engages your audience and encourages them to do or feel what you want them to is a special skill. Do you

really need an audio specialist or could you write your own script?  In this episode, we look at the scriptwriting process.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

When does an audio ad burn out?  Or start to have a negative effect on listeners due to frequent repetition?  In this episode, we discuss how to avoid burnout and keep your audio advertising campaign fresh.  We also talk about key messages. How many can you expect to include in an audio ad? 

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

How long does an audio ad need to be?  And if the duration of the ad is pre-determined, how much can you expect to say?  How many words can, or should, we include in the script? 

In this episode host Matt Hopper and guests Debbie Dillion and Kieran Murphy discuss ad length and word count..

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

Success in any advertising campaign is judged by the level of response.  So when your audio ad contains a call to action, what kind of action should that be?  And are there any special tricks you can use to increase response?  In this episode, Trisonic Co-founder and Creative Director Matt Hopper discusses call to action with Debbie Dillion, Creative Head at BBC Creative, and creative consultant Kieran Murphy.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

Producing an audio ad is one thing.  But how do you make sure it works?  How do you get a listener’s attention?  In this episode we explore creative standout and pinpoint some of the tools in the box to make an ad stand out. One of those tools is music, and we discuss how to use music and audio branding.   

Trisonic Co-founder and Creative Director Matt Hopper talks to Debbie Dillon, Creative Head at BBC Creative and Kieran Murphy, creative consultant.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.

The latest quarterly UK radio and audio listenership survey

results are out, and it’s another good ‘book’ for Commercial Radio.  But what do the results mean for

advertisers?  Trisonic Co-founder and

Media Director Howard Bareham joins Matt Hopper with an analysis of the new audience figures.

If you have any questions arising from this episode or you'd like to talk to us about audio advertising email ⁠[email protected]⁠ or visit our ⁠website⁠.