Guest blog by Get Carter Productions –
It’s a phrase we often hear used to describe the difference between simply saying the right thing and actually putting those words into action.
At Get Carter Productions, we’re proud to be a team that does both.
At HARK Live 2026, we shared our thoughts on why digital audio creative needs to move beyond a one-size-fits-all approach. Catch up on the presentation here.
Every platform offers a different listening experience, and the most effective audio advertising comes from understanding not just where someone is listening, but what they’re doing, how they’re feeling, and the moment they’re in.
Around the time of the event, we had the chance to ‘walk the walk’ by creating a series of bespoke digital audio ads for United Carpets and Beds, delivered through audioadpro across music and radio streaming, podcasts, and mobile in-game.
Each version was carefully crafted with its audience and environment in mind. The radio ad was designed to stand out in a busy setting, grabbing attention while listeners were likely multitasking. The podcast ad took a more natural, conversational approach, becoming part of the listening experience rather than feeling like an interruption. And the gaming ad matched the energy of players with a more dynamic and upbeat creative style.
The result?
Three ads shaped not just by the platform, but by the person listening on the other side of the speakers. Because great audio advertising isn’t just about reaching the right audience. It’s about creating the right message, in the right way, at the right time.
To find out more about how the campaign came together, visit the United Carpets and Beds case study in the Our Work section of the Get Carter Productions website.