Creative Fix founder Aaron Matthews and NOVA Entertainment’s Adam Johnson announce the launch of Original Audio, an audio creative agency committed to delivering audio advertising effectiveness through technology.
Despite ad revenue in digital audio continuing to grow faster than any other medium in Australia, it remains under-monetised when compared to its audience reach. Original Audio is built on the core belief that creativity and proven commercial effectiveness will drive the next wave of investment into audio and, to accelerate this, they have unified market-leading creatives, producers and the best audio platforms from across the world.
With personalisation at the heart of their offering, Original Audio have signed an exclusive representation deal with AudioStack, a world leader in AI-powered audio production. Original Audio will have unique access to AudioStack’s AI-powered toolset and learnings to deliver dynamic creative campaigns that ensure listeners hear the perfect message at the perfect time.
To ensure seamless delivery and scaling of campaigns, as well as on-the-fly creative optimisation, Frequency have also come onboard as a launch partner, with Original Audio’s workflows built on Frequency’s best-in-class infrastructure.
“Like other more traditional audio production businesses, I found myself experimenting with some of these tools,” said Creative Director and co-founder Aaron Matthews, “but more as an add-on to the core techniques that everyone else is using. Original Audio is an end-to-end offering with technology at its core, where the right set of world-class tools can be activated for the right brief. This spans everything from full audio branding projects to creating infinite versions of the same ad, ensuring each unique listener is more likely to act having heard one of our ads”
Co-founder and Managing Director Adam Johnson added, “There are many clever people developing fantastic audio ad products across the world, but we felt nobody was making them meaningful and accessible to Australian agencies, publishers and brands. We want Original Audio to rectify that and to help anybody buying audio campaigns ensure their investment works harder. We will ultimately be judged on whether the returns on the campaigns we deliver far exceed the modest extra investment it takes to harness these tools.”
On the partnership with Original Audio, Audiostack’s VP, Global Commercial Partnerships – Agency & Adtech, Silke Zetzsche said, “Original Audio are leading the way in showing how AI creative tech can enhance, not replace, creativity. By choosing AudioStack as their preferred creative tech solution in Australia and across the APAC region, they’re making a clear statement about the power of AI to deliver smarter, more personalised advertising. We’re proud to support their vision and excited to see how our AI audio production infrastructure helps them drive better results for their clients.”
Pete Jimison, CEO & founder of launch partner Frequency added, “Original Audio represents the future of audio creative – combining cutting-edge technology with world-class storytelling to deliver highly effective, personalised campaigns. We’re thrilled to be a launch partner, providing the infrastructure to help bring these dynamic creative innovations to life at scale.”
Original Audio is already working on number of campaigns with partners including Mastercard, BetterHelp, Aldi and Salesforce.
For more information email: hello@originalaudio.com.au
