The Internet Advertising Bureau has partnered with design agency O Street to release a white paper entitled “Advertising in an Online Audio Environment – The Consumer’s View”, which features research looking at consumer perceptions of advertising within an online audio environment.
O Street decided to designed the piece to resemble a classic analogue cassette, featuring a “compilation” of key points from the research, case studies from Spotify, WE7 and Absolute Radio, and top creative tips from audio advertising specialists Red Apple Creative.
Stuart Aitken, editorial manager at the IAB UK, explained the idea behind the creative: "The idea behind the cassette was to bring the research to life and create a visually memorable piece of work which people would want to keep and refer to regularly.
“The IAB believes that creativity is key when communicating in any medium - this work is the perfect illustration of this philosophy. We also liked the idea of using the classic cassette design to evoke music's analogue past while pointing up its digital future."
David Freer, Founding Partner of O Street, added: "We wanted to tap into that feeling of cherishing and coveting music, like when someone handed you a compilation tape. Using this lost medium to illustrate some of the most contemporary and inventive examples of digital music seemed even more appropriate".