The human voice is one of advertising and media’s most powerful vehicles, able to connect with audiences on a level that is distinct and alluring.

But how ‘we choose it’ and ‘how we use it’ speaks to something much larger: the voice that is chosen can be a direct reflection of the psyche of the consumer.  The medium the voice over is embedded in is a reflection of our times.

VOICE OVER SELECTION CAN POINT TO LARGER TRENDS IN MEDIA AND ADVERTISING

   The 2017 Trends Report provides an analysis of how the voice over industry is shifting and offers a unique window into how the creative industry is reacting to consumer behavior.

The insights also point to greater changes in the media and advertising industry as a whole.

HOW THE 2017 TRENDS REPORT COLLECTED AND ANALYZED DATA

   Via email, telephone and focus group sessions, data was collected from creative and sales professionals from across North America, including content creators, producers, directors, advertising executives, CEOs, business owners, freelancers and voice over sales professionals.

THE DATA COLLECTED SHINES A LIGHT ON:

   The rise and fall of types of communications and advertising vehicles, such as apps. Once a hot medium, now almost half (48%) of respondents said that apps weren’t worth producing or relevant to their work.

    How 2016 was the year of the ‘approachable expert’ persona, sought after to speak to primarily Millennial and Gen X audiences.

    The increase in bilingual communications across North America, with 21% of respondents indicating that in 2016, they have increased the number of bilingual scripts they are producing.

What is Rising in Popularity – and What is Falling Out of Favor

  Taking a high-level view at the trends that were prevalent throughout 2016 reveals that when it comes to media production and communication vehicles, what is popular – and what’s fallen out of favor – include the following:

Rising in Popularity

    Cultural diversity

    Measuring marketing campaigns

    Creating content

    Optimizing the digital user experience

 

Remaining of Steady Importance

    Localizing marketing campaigns

    Having to do more with less time and money

    Going viral

 

Falling out of Favor

    Print media

    Having an app

    Giving out price breaks or discounts

 

Get the full report

 

 

 

 

 

 

THE PERSUASIVE HUMAN VOICE IS AN ADVERTISER’S BEST FRIEND

Learn more about:

 

    The rise and fall of different communication and advertising mediums, including radio, television, and online ads.

 

    Demographic qualities of target audiences, including age, gender, geography, and language.

 

    Which tones and roles are most sought after to really speak to audiences. (e.g. conversational versus authoritative versus

 

COMMENTS