How to: Use audios properly

Much of what has to do with audio, is the trend. If you’ve been reading this how-to section before, you’ll have noticed that, for example here. Nevertheless, the question often arises of how to finance podcasts and what sense it makes to be represented with an own offer at Amazon Alexa or Google Home. There is a whole series to help audios to more applications. And often these possibilities are not too difficult.

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Personalize streams

The success of platforms like Spotify has a number of reasons. One of them: The apps know exactly what their listeners like to hear. What culture pessimists regret, proves to be highly successful from a commercial point of view. This also applies to the spoken word. In other words, it would be true if the personalization of language were still not so advanced.


Just as it makes little sense to offer songs by Helene Fischer to a heavy metal fan, it is not very promising to suggest someone, for example, podcasts on topics that do not interest him at all. Apart from that, most audios are not very flexible. You can play it or leave it.

A possibly groundbreaking offer is just coming from one of the greats on the market: A kind of Google News for audio. Just as the text-based offer is already working, Google is currently working on smart smartpeaker solutions. With everything that could be news to a speaker: interactive and personalized.

This is how it should look like:

Keep the criticism of the users in mind

So when you think about audios, you should keep in mind what users criticize most often: the “text blocks” are too long. And: There are not enough updates. You can not skip less interesting topics. And vice versa: Things about which one would like to know more can not be found.

In short, most offer the good old radio formats. You can already do it, but then you could hear the same radio. And Smartspeakers should be much more than radio.

In a figurative sense, this is not just true of classic journalistic offerings. It is not a very smart solution to just provide audio files to listen to. Not in an age where personalization and artificial intelligence are part of the everyday lives of users.

Incidentally, this is technically simpler than you think: large providers such as StreamABC or RMS have the topic of personalization firmly in their portfolio. Incidentally, RMS Digital Director Frank Bachér was already a guest in our “Digitalen Viertelstunde”.

Through these listener insights, radio and audio producers get to know their audience better. As a result, they can better estimate with which advertising partners a cooperation would be successful. On the other hand, the data helps marketers to tailor their content and locate appropriate streams for their messages.

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Addressable audio

As with other online channels, advertising can now also be played out in a targeted manner for audio. The more data available, for example, for sociodemography or interests, the more effective campaigns can be played out.

Advertising spots can thus be completely exchanged depending on the region or specific addressees. Because cookies can not be set on audio – unless the content is consumed in a browser-based way – so-called listening IDs come into play. These make it possible to identify users across all devices and address them on a data-driven basis.

Easier and better search

The voice search for movie programs or celebrity birthdays works well. Reason: The data is both limited in scope and well-structured.

The news search is a much bigger problem. The platforms want publishers to create readable content snippets that answer current questions. It is therefore to be expected that platforms will cause publishers to use a new metadata specification called “speakable schema”.

This should lead to a much better voice search in 2019, where it will be possible to answer questions such as “What is Brexit?” and “What is the latest news from Brexit?” to obtain.

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Content across devices

Combining voice input with smartphone output – and vice versa: That’s alright now and should intensify. Example: ask for the cinema program with the Smartspeaker and then complete the booking by sending a message to the mobile phone. Likewise, you may be able to save articles and then ask the speaker to read them.

Technically, this is less complicated than it sounds. Therefore, it is often not done because many do not know these possibilities and therefore do not conceptualize them at all.

Tip: When it comes to audio, do not think alone in audio formats. There is no de facto barrier between audio, video, text, data and the various end devices.

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