New Whitepaper: Unlock the Power of In-Game Audio Ads
When marketers think of Connected TV (CTV) and Smart TVs, visuals typically take center stage. But a shift is underway—one that puts audio in the driver’s seat. As CTV adoption soars and households lean into content across platforms and formats, savvy brands are finding new ways to make an impact through sound. Welcome to the next era of audio marketing—where the living room is the stage and Smart TVs are turning up the volume.
CTV has been credited for its advanced targeting, rich creative formats, and on-demand nature. But what’s often overlooked is its potential as a powerful channel for audio-first brand experiences. Whether it’s a sonic logo subtly embedded in an ad, voiceover-driven storytelling, or audio cues that reinforce brand identity across devices, audio is no longer just a component—it’s a competitive advantage. And with Smart TVs in over 70% of U.S. homes, the reach is undeniable.
Unlike traditional TV, Smart TV environments often support hybrid engagement: content may be playing while viewers cook, clean, scroll, or chat. In these moments, audio becomes the primary connection point between brand and consumer. It cuts through distraction, builds memory, and drives recognition—without needing eyes on screen. Brands that embrace this behavioral reality are already winning. From background music choices to sonic branding, sound design on CTV isn’t just decoration—it’s strategy.
We’ve seen the impact of sonic branding in podcasting, radio, and retail. Now, it’s taking root in CTV. Think: a signature audio cue at the end of a Hulu ad, a memorable voiceover recurring across multiple streaming apps, or a branded soundbite that travels from podcast to pre-roll seamlessly. With cross-platform measurement tools like ours, brands can now quantify how these sounds perform, whether they boost recall, improve favorability, or drive action. The same rigorous testing once reserved for visuals is now being applied to audio in CTV—bringing science to the art of sound.
As the CTV space becomes more performance-driven, audio marketers can no longer afford to guess. Does your voiceover increase intent with Gen Z but fall flat with Gen X? Is your sonic logo working harder in Hulu placements than on YouTube? Are your audio elements driving lift in brand awareness? With our creative measurement and brand lift solutions, you can finally answer these questions—and optimize audio assets just like you would video or script.
CTV isn’t just for visual storytellers. It’s for audio innovators, too. If your brand is investing in connected campaigns, it’s time to bring audio to the forefront—strategically, measurably, and intentionally. Because in today’s living rooms, sound travels further than sight.
Want to understand how your brand’s audio is performing across CTV and Smart TV placements? Get in touch today: https://www.veritonic.com/contact/
