Kattenburgerstraat 5

1015 JA, Amsterdam

+31 6 360 98 998

24/7 Reachable by phone

Email address


Personalization and timing at the heart of successful audio strategies

“If you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.” – Seth Godin.

The game is about consumer expectations. Brands are challenged to push the boundaries of possibilities in pursuit of new ways to connect with consumers.

The price is being chosen. Today’s consumers are conscientious about choosing only what they like. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker and don’t pay attention to your story.

Your holistic story and individual messages must be relevant and spot on to engage your audience. Personalization and timing are key. 

“If you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.” – Seth Godin.

Programmatic audio buys provide a great solution to start to connect with prospects at the moments where those needs are greatest.

Programmatic audio buys enable you to target smaller audiences with specific needs and characteristics. A great way to specify which specific audiences to target is segmenting the market in a way that is needs based, not the usual demographic segments that are broken down by age and income. 

“We’ve done research in one of the markets in the Netherlands with TNS that shows that people on average are paying 17% more attention to our ads than standard radio.” – Marco Bertozzi VP Head of sales, Europe, Spotify

Measure success and analyze feedback to fine-tune your primary target audiences and successfully start to expand into new audio categories within a broader media plan.

More to explorer

design user testing

Buy Me Breakfast

I know what I am going to do when I am allowed to go to cafes again. I am going to buy myself a delicious breakfast. And I’ll buy you one as well. I am going to look for 5 people. I’ll ask them to test my work. With simple questions I am going to learn about 85% of the usability problems. Not like this: Did this notification sound give you the information you needed in your experience?

blog sonic branding sound design

150 It Is. For now…

“More isn’t always better, Linus. Sometimes it’s just more”. – The Movie Sabrina (1995). Do large communities add more value than smaller ones According to British anthropologist Robin Dunbar, the “magic number” is 150. His theory concludes that we can only really maintain about 150 connections at a time.

blog sonic branding sound design

Sometimes More Is Just More

We can hardly remember a time when all of this wasn’t possible. Online communication tools and social platforms enabled us to develop bigger communities more easily. But do we achieve so much more by making everything bigger? Sometimes people tend to focus so hard on making everything bigger that they lose sight of what’s really important.

contact info

My office is located in the center of Amsterdam. 1015 JA, Kattenburgersrtaat 5. mail@maikelvanderwouden.com

Meet me

I love meeting new people. Contact me any time and we'll try to schedule a meeting in the near future.


Love it, hate it? Read one of my posts, or seen one of my videos? I would be very happy to receive any kind of feedback from you.


Subscribe to my new youtube channel. I will be sharing a weekly video about Voice & Audio Branding