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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 blogpost speaking

Think before you speak

Recently I’ve been reading a lot of stuff by Jezra Kaye. In my opinion, she is a very interesting author. She is also a speaker coach, speechwriter, and president of Speak Up for Success. In one of her blog posts, I recently read she wrote about writing a great talk. To me, the following inspired the most: “Give people a reason to care.”

maikel blog audio voice branding

If you win the morning, you win the day.

Often UX begins each morning. “Hey Google, good morning.” A single phrase like this allows you to trigger a sequence of multiple actions, aka a routine. At first, people try-out ready-made routines that are available on Google Assistant & Amazon Alexa.

audio voice branding blogpost

BBC Inspires Producing Beeb

I think BBC inspires producing its own in-house voice assistant called Beeb. They removed their podcasts from certain Google products, and their radio stations are also disappearing from TuneIn. They must have realized that they were becoming one of many vying to sell their content

contact info

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

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