New research from voice over talent firm Voices.com offers an in-depth analysis of the most important audio-related media and content trends that impacted brand marketers and creative agencies throughout 2019—and a look at the trends we can expect to make a big impact this year, which include training content, digital audio advertising, podcasts, voice-powered applications and devices, and sonic branding.
“Into 2020, we expect to see voice continue to play an increasingly influential role for advertisers and corporations, as our audio-driven world continues to expand and grow,” said Voices.com CEO David Ciccarelli, in a news release.
Trend #1: Increased demand for training content
“The voice over that companies choose to drive their messages home plays a crucial role in brand recall, information retention, and how their content connects with their target audience on an emotional level,” Ciccarelli added. “Ultimately, brands without a voice and a sonic strategy will risk being left behind.”
Trend #2: The growing digital audio advertising space
The report, Media Trends and Their Impact on Marketing and Advertising Into 2020, is filled with actionable insights for data-driven marketers.
Trend #3: Podcasts rising in popularity
Key findings include:
- Podcasting is the top media project on the rise, followed closely by digital advertising and online videos
- There were fewer posted voice over jobs for movie trailers and radio in 2019, with television also declining for the first time this past year
- Yet, television voice over jobs pay females 31 percent more than males. In fact, the gender and opportunity gap is closing in the world of voice over with females winning 46 percent of jobs and being paid 4 percent more than males on a job-by-job basis
- Baby Boomers were targeted four times more as a target demographic in 2019 than in 2018, indicating that marketers may be following the money.
Trend #4: Voice powered applications and devices gaining adoption
The survey includes the input of over 750 creative professionals from across North America and the world, including producers, instructional designers, filmmakers, commercial directors, advertising executives, marketing professionals, and more.
Trend #5: The upsurge in brands creating or revising their sonic branding