Creative Guidelines

Due to the intimate nature of digital audio (where people are often listening with earphones in), it is imperative that clients produce creative that is sensitive to digital audio environments – simply repurposing radio ads isn’t appropriate.

Here are some best practice guidelines to help inform your digital audio creative:

• Ensure the voice-over leverages the tone of the digital audio content and delivers the message naturally – this means no yelling or shouting!
• Keep music beds in the background and not too loud
• Minimise effects where possible and completely avoid sound effects that will cause alarm like sirens, chainsaws, etc.