Ad Infinitum S3E13 - This is my real voice

How can audio ads break through in a world of AI ads and boring reads? By being relentlessly real.

The world’s only podcast solely dedicated to audio ads strikes back against AI! Presenting Ad Infinitum Season 3, Episode 14: “This is My Real Voice.”

Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes Brandon Beville (Producer, Morning Wire). They get to the root of authenticity, tapping into Brandon’s special insight as both producer and ad-reader (according to one commenter, his voice sounds like “ a frat guy from Boston”). Together, they put up Brandon’s spot against top-spending podcast ads from Google, ParkWhiz, LG, and Wells Fargo using our Audiolytics™ framework. Which spot will come out on top? Guess you’ll have to dial in to find out.

Stew and Brandon talk The Real You, The 3-4 Rule, Active Listening, and more. Let’s dig in…

“Make it as much you as you can.” – Brandon Beville (Producer, Morning Wire)

Bring Your Full Self — Whether you’re writing copy, setting strategy, or voicing an ad read, none of it will work if it feels inauthentic. To make the words land, it has to feel real. It doesn’t have to be perfect, but it does need to be genuine. For ads, that means tapping into why you actually care about the product you’re selling. CAOs, for hosts to give honest endorsements of your brand, it helps if you can show why you care, too, even by sharing personal anecdotes.

The 3-4 Rule — Ads that break through don’t sound like ads. To get those kinds of performances, Brandon aims for 3-4 takes. That’s enough to dial it in, get comfortable with the words, and have a natural read in one go before it turns stale. CAOs, listen to your airchecks. If the reads are awkward, it might be their first time with the material. Raise your hand to encourage them to put in more effort. And meet them halfway! If they’re stumbling on a line that sounds like jargon, change it and write it more like how you’d tell a friend instead of how you’d pitch to a boardroom.

Listening Ears On — Brandon took his inspiration for his Ollie ad when he heard his dog growling at dinner time. When we’re open to it, the world is rich with sound… but most ads only use the spoken word. CAOs, if you want your ads to sound like no one else, start by listening like no one else. Whether your product is digital or physical, using it will leave some audio fingerprints that only you could create. Capture them to create richer experiences for listeners.

Want more insights on making the realest audio ads you can? Tune in to the full episode here: