Power of Audio

This event will mark the exclusive first presentation of TRB’s comprehensive neuro study into the effectiveness of radio advertising - In One Ear: Radio & Memory Encoding – as well as talks from a distinguished speaker line up showcasing the latest knowledge in the audio space:

• 8.15am: Stand-up networking breakfast
• 8.50am: Welcome - Peter Richardson (General Manager, TRB)
• 9.00am: In One Ear: Radio & Memory Encoding - Brian Hill (General Manager APAC, Neuro-Insight)

TRB has partnered with Neuro-Insight to conduct a comprehensive New Zealand based neuro study into the effectiveness of audio advertising. Utilising the latest scientific methods, we have measured electrical activity in the brains of 197 participants across a variety of scenarios as they were exposed to radio, TV and social media advertising. This research will be unveiled for the first time at TRB’s Power of Audio.

• 9.30am: Relevant Cleverness in Creativity - Ralph van Dijk (Founder & Executive Creative Director, Eardrum)

While TRB deals in air time, we recognize that it’s a combination of both media and creative that drives effective campaigns for advertisers. Ralph van Dijk is a world authority on effective radio, audio content and audio branding. He will discuss what relevant cleverness sounds like, as well as how to fine tune advertising creative for the changing audio landscape.

• 10.00am: The Changing Modes of Listening - James Butcher (Head of Digital Audio, NZME) & Richie Culph (Group Creative Content Lead, MediaWorks)

The audio industry is experiencing exceptional growth – Podcasts, voice technology, new streaming platforms and apps are providing new modes of listening for audiences the world over. In this session we will take a look at what is trending and where the opportunities lie for New Zealand brands.

• 10.30am: Speaker Panel + Q&A
• 11.00am: Morning tea provided

• 12.00pm: Access Community Radio – Phil Grey (Free FM)

Phil Grey is GM of the Waikato’s Community Access media organisation Free FM, a podcaster of ultra obscure 60s garage punk music, and project lead of accessmedia.nz. The latter has proven a huge success, growing from a three-partner collaborative project back when mentioning a ‘podcast’ met with blank looks, to delivering over 3 million podcast hits last year – every one a hit on niche, non-mainstream content made by Kiwis of all kinds.

• 12.30pm: The NZ Podcasting Scene – Lewis Tennant (AUT Sonic Cultures Research Group)

Podcasts, it appears, are now ubiquitous. There are now more than two million of them. One of those is hosted by Barack Obama & Bruce Springsteen. At the last Power Of Audio conference I posed the question ‘what is a podcast in 2019’? This session revisits & updates this line of enquiry, pondering where podcasting ‘is at’ in 2021, both globally & right here in Aotearoa.

• 1.00pm: NZ Commercial Radio Comes of Age – Matt Mollgaard & Rufus McEwan (AUT Sonic Cultures Research Group)

Thirty years on from the deregulation of New Zealand radio broadcasting, we find that commercial radio has managed to both keep significant listenership and to hold its share of advertising revenue. This session revisits the deregulation debate and examines the strategies that commercial radio has used to remain relevant to audiences and advertisers and to survive and thrive in the digital age.

Attendance to the half day conference is free for TRB agencies and clients, with a networking breakfast and morning tea provided.

The event will take place on Tuesday June 22nd 2021, from 8am-1.30pm at AUT University’s WG403 lecture theatre. (WG Building, 2 Governor Fitzroy Place, Auckland 1010).

Event Venue & Nearby Stays

Auckland University of Technology (WG403), 2 Governor Fitzroy Place, Auckland, New Zealand