Making sound investment an irresistible part of the marketing mix
Challenge
Post-SiriusXM acquisition, the sound pioneer needed to transform into a polished enterprise asset worthy of a billion-dollar portfolio.
Strategic Assessment
HERO PAIN POINT
Suspicious of audio’s ROI
By evangelizing for audio itself, not just their platform, AdsWizz solved the hero customer pain point: marketers’ deep skepticism about audio’s ROI and reluctance to elevate it beyond an afterthought in their marketing mix. The biggest barrier to more audio ad spend? Belief in its impact.
COMPETITIVE WEAKNESS
Not singularly focused on audio advertising
Competitors could not compete with AdsWizz’s legacy of audio ad focus, which manifested in superior technology, unmatched inventory breadth, and an open ecosystem that empowered both advertisers and publishers.
DE-POSITIONING STRATEGY
Own Sound Devotion
This delivers competitive advantage, solving for audio skepticism and highlighting competitors’ newcomer status in the audioverse.
VISUAL POSITIONING STRATEGY
Own the Way Sound Moves
The soundwave logo became a visual manifestation of sound devotion, dynamically animated to demonstrate how AdsWizz enables ads to flow seamlessly across every conceivable audio surface, a decisive competitive advantage over alternatives trapped in severely limited ecosystems. The accompanying tagline captured both their technical superiority and category evangelism in four powerful words: “Technology for a sound world.”
OUTCOME + IMPACT
De-positioning transformed sound investment from nice-to-have into marketing necessity, with belief becoming the compelling proposition that drives increased spending and sales.
