Rolling Stone recently published an article drawing attention to the importance and often underappreciated power of retail audio advertising. The author, Amanda Dorenberg, claims that “the quarantine highlighted consumers’ demand for multisensory buying experiences, and no other medium fortifies the digital retail communications connection more than overhead audio advertising.”
Dorenberg shared a story about how she was walking home from the dog park when a sudden realization hit her: she needed to grab ingredients for dinner. While shopping, a retail audio message caught her attention, promoting an ice cream brand she had been wanting to try. After a quick diversion to the freezer aisle, she purchased the ice cream, all thanks to the ad she heard.