For over 10 years, the OMMA Awards (Online Marketing Media and Advertising) has honored agencies and advertisers credited with pushing the potential of digital advertising. So, we were absolutely thrilled to learn this week that we won OMMA’s Media Elements/Audio award, along with partners Spark Foundry and AI Music. We were also named finalists in the Programmatic Creative and UX/UI categories — it was a fantastic evening at the OMMA gala in New York City!
The Media Elements/Audio category award is given to a campaign that uses music and/or sound effects as the primary creative element, and finalists are judged on innovation, creativity, and results. Our entry highlighted a great campaign that Publicis Media’s Spark Foundry ran on our tech, utilizing new technology from AI Music. The campaign was for the Cox Communications brand, and ran on Pandora. Publicis Media’s Spark Foundry developed an audio advertising format in partnership with London-based AI Music that matches an ad’s background music to a listener’s current music genre through the use of artificial intelligence (called “Sympaphonic Ads”). The format produces personalized audio spots, distributing them via programmatic audio ad exchange on the AdsWizz Digital Audio Advertising Platform.
Through our partnerships with Spark Foundry and AI Music, we’re able to create new, intelligent and less disruptive ad formats. For the Cox campaign, the result was a win-win-win-award win. The listener enjoyed a less disruptive ad experience; the ads were produced at a fraction of the cost and time; and the brand experienced great results in terms of listener engagement and campaign objectives, thus demonstrating how bringing AI, ad technology and creativity together can create some exciting results.