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

maikel van der wouden blog audio branding ux sound design

Let it Beeb

Did you know that this is the sound of Canon AE-1? So anytime you take a photo on your iPhone, you actually hear the sound of a Canon AE-1. Ever since I know this I think about Canon every time I hear somebody taking a picture with an iPhone. The AE-1 was manufactured by Canon in Japan from April 1976 to 1984. It was the first in what became a complete overhaul of Canon’s line of SLRs.

3d audio sonic

3D Audio

3D audio is the digital recreation of sound we hear everyday in the real world. It’s always around us and it can come from any direction. This is what we call spatial sound. It combines the interactions between acoustic sound waves, the space and interactions with our head and ears. Most immersive audio concepts have existed for decades. But the interest in immersive audio has increased enormously in recent years…

maikel van der wouden

More Creators, Do We Need Them?

Software is a great combination between artistry and engineering. – Bill Gates. The term engineering is derived from the Latin ingenium, meaning “cleverness” and “to contrive, devise”. To plan, or invent by careful thought. This inspired me. These days a lot of people call themselves a creator. To “create” means to put something into existence.

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