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2019 is poised to be the year of Audio. With  using smart speakers,  engaging with podcasts, and , how consumers hear a brand is going to be critical going forward. How do marketers and creatives whose expertise lives in television and digital make the transition to audio? There are a few things brands need to consider:

The growth of smart speakers and podcasts demonstrates that consumers are looking to break up with their screens without leaving behind convenience. As this trend continues to grow, the expectations and standards of the consumer will grow along with it. Branded audio will be challenged with keeping up and offering the same experiences across all devices. Leaving an audio strategy on a special projects team is a misstep.

The audio ecosystem is vast, from mobile and audio on-demand to smart speakers and , the consumer is getting audio from multiple channels today. For brands to tell their story well, it is critical to leverage a balanced audio strategy rather than focusing on a single channel.

Smart speakers have brought audio back into homes providing brands the opportunity to integrate advertising messaging seamlessly into peoples鈥� daily life.  Brands that don鈥檛 have a  will miss out on the opportunity to make an emotional connection with a consumer. Brands without a recognizable sound 鈥減ersonality鈥� will be disadvantaged in building consumer connections.

 needs to be crafted for listening. Brands that take their television scripts or digital posts and turn them into audio ads miss a huge opportunity. Audio creative needs a unique, thought-out concept to maximize the investment in audio. Similar to other creative strategies, brands need audio creative drive action from the audience they鈥檝e spent so much time targeting.