The AI creative audio studio Wondercraft and the audio management platform Frequency have unveiled an integration designed to let brands and media publishers produce and deploy personalized audio ad campaigns at scale. Branded as Variations, the new feature in Wondercraft’s creative suite enables automated creation of ad variations and personalization based on audience data signals.
The integration creates a workflow from Wondercraft’s studio to Frequency’s dynamic campaign deployment, which the companies say will “dramatically reduce[e] the time and cost traditionally associated with personalized audio advertising.”
Here’s how it works: Users write, produce and edit their narrative audio in Wondercraft’s studio, using the platform’s AI-powered tools. The new Variations feature then allows them to craft multiple variations by adding alternative copy or using AI to generate hundreds of variations.
These versions are then exported to Frequency’s platform for campaign deployment and optimization, where users can trigger different variations of their ads based on real-time data signals including location, weather, time of day, audience demographics, and 35 other data signals. “This high level of personalization allows advertisers to deliver personalized creative and relevant messages to their target audiences, improving engagement and campaign effectiveness,” the companies say in a news release.
Using the tool, brands could produce hundreds of ad versions in minutes.
Oskar Serrander, co-founder at Wondercraft, says audio ad production has historically been a major barrier for brands wanting to run more creatively interesting audio campaigns. “Too often do brands run single ads for their campaigns where instead you want to have different variations depending on city, demographics and daypart and use different voices, languages and accents,” Serrander says. “We’re not just making audio production faster and affordable — we’re enabling brands to be more creative with their messaging and style to drive better campaign results.”
Adds Frequency CEO and founder Pete Jimison: “The audio industry is full of creative potential, but creative production and asset coordination for ads and host-reads are holding it back. By partnering with a creative audio production platform like Wondercraft, we are removing these long-standing barriers as we evolve the Frequency audio management platform to more publishers and brands. I believe this partnership marks a monumental shift towards an audio industry that is not only faster and more creative for advertisers and publishers but smoother for all parties to better manage the day-to-day operation of ad campaigns.”
Global’s DAX U.S., a digital ad exchange, has been using both platforms. President Brian Conlan says the integration “marks a major shift in how we serve our clients. It gives us the ability to provide unmatched creative flexibility, precise targeting with dynamic ads, and simplified campaign management.”
The Variations feature is available for Wondercraft Enterprise users and can be used with the Frequency Creative Manager.
It comes on the heels of a Wondercraft feature released last month that lets users direct the AI-generated voices they select for their podcasts. Called Director Mode, it allows clients to direct performances through a chat interface. That means they will be able to do things such as instructing the virtual AI-generated characters to adopt specific accents, emotions, and even unique speech patterns. Wondercraft says the result is that users will be able to leverage AI voices to express complex emotional narratives and subtleties with greater ease.
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