Best Practices For Using Voice-Overs In Advertising

Best Practices For Using Voice-Overs In Advertising

By: VictorVoiceovers, which are one of the advertising world’s staples, have long been one of the mainstays in the arsenal of tools of the marketing executive to communicate effectively with audiences. However, there are risks associated with the powerful took, like using voiceovers continuously can result in lowered audience engagement and ads that are rated as being more generic. The following are a couple of useful tips to help you get the most out of your money when you are planning your voiceover on your next advertising.

What It Can Do Well

Aiding in communication is a key to a great voiceover. They are best used as a type of reinforcement technique, which is emphasizing or describing what is being shown on the screen or just reading the tagline of a brand out loud. Although they may not seem like a way to use an artist’s talent, it does work very well.

The Key Is Harmony

The best way to use professional voice over artists is to combine them along with complementary visuals that either enhance or back up the message you are conveying. Ideally, the voiceover shouldn’t be having to compete with the visuals for the audience’s attention since that can result in focus being lost and drowning out the message of the ad.

There are many instances where the visuals are trying to tell the story and relying on their voice over to convey the entire message. In general, it has been discovered that this splits the viewer’s attention and results in a recall that is much lower of the entire ad in addition to its core message. Advertisements, where the show and tell aspects are synchronised, are frequently discovered to be the most effective at communicating their messages to viewers.

Choosing the Right Voice Is Critical

It is time-consuming to find the right voice to use for your ad but it is definitely worthwhile. There are two important factors that can help you choose your voiceover artist:

  • Longevity – Longevity should be kept in mind since it has been shown by studies that individuals respond better to ads where the same voiceover artist is used over multiple ads. The artist becomes the brand’s voice and must be a voice that has staying power so your audience experiences a reduced level of repetition fatigue or semantic satiation.
  • Audience – Finally, although significant still, is make sure that you know your audience. Who is the piece of work intended for? You should ideally be prepared to make a short list of 4 to 5 voiceover artists and then have a focus group that is made up of your target audience and have them listen to different samples and give you feedback on who they prefer. Although this method isn’t perfect, it gives you the chance to get some feedback quickly at no or minimal cost.

Less is more

Whenever voiceovers are used improperly they can detract from the effectiveness of the ad. Ads that don’t have voices are rated quite often as being more unique or different but also rated to not as likely to be well understood. So it is very important that a balance is struck when determining when and how to use voice work.

Although there are definitely potential benefits and the chance to tell the consumer directly what you would like them to hear instead of hoping they will understand what you are attempting to tell them, it definitely is quite tempting to ensure that your voiceover doesn’t cause interference or conflict with the message you are wanting to convey.

Category Business

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