Are you more Michael or Bert?

Question:

What’s the difference in the listener’s experience between the playful noise made by Bert as a one-man band in Mary Poppins and the flowing, melodic symphony of Michael Giacchino’s Married Life from the film Up?

The answer is in the processes that transform sound waves into electrical signals for the brain. To be heard, to be able to hear and listen to what matters, is simply too important to be left to subjective chance when objective science is available to inform us. Audio advertising is a place where art and science can meet to inform and influence consumers in the most ubiquitous medium available. The case for audio attention is better described by Kate Murphy, author of  You're Not Listening: What You're Missing and Why It Matters , who said,  “To listen well is to figure out what’s on someone’s mind and demonstrate that you care enough to want to know. It’s what we all crave; to be understood as a person with thoughts, emotions, and intentions that are unique and valuable and deserving of attention.” If audio attention is that important, I think it’s important to know whether your audio ad is more Michael than Bert?

Toby Richards | CoFounder