Joint Study by Audacy and Veritonic Reveals How to Make the Most Effective Audio Ads
13 Février 2023 - 4:15PM
Business Wire
Veritonic, the industry’s comprehensive audio research and
analytics platform, announced today a groundbreaking audio study in
partnership with Audacy, concluding that in audio ads, four key
features maximize intent to purchase, recall, and brand
favorability: sonic branding, music, voice, and message.
Sonic branding is a highly effective way for marketers to
improve brand recognition and purchase. It is a must-have in
brands' toolbox and a consistent driver for ad success. It’s
central to how we feel about and identify with brands. A sound logo
that’s deployed consistently over time can reinforce a visual and
verbal brand identity and enhance brand recall. Sonic branding
achieves:
- Increase in Ad Recall in Radio ads by +17% and Podcast ads
by +14%
- Boosts Purchase Intent in Radio ads by +6% and Podcast ads
by +2%
- Radio ads with sonic branding positively affect brand
perception, finding that ads are +7% more trustworthy, +6% more
likable, +5% more empowering, and +4% more relevant
Whether it’s curating custom compositions or selecting simple
melodies, the key is to select music that aligns with a brand’s
core values and brand personality. Music can be utilized to
reinforce what the brand stands for, capture attention within ads,
and connect with target audiences. Incorporating music into ads
drives purchase intent by 5%. Music also helps ads stay top of mind
and propels intent to purchase, and ads with music were more
memorable, realizing 4% higher recall.
With the explosive growth of audio-first platforms such as
podcasts, music streaming, and voice assistants, brands are
increasingly communicating with consumers through voice. There’s
always great debate over voice - will a female voice or male voice
resonate best, young and energetic or mature and authoritative? It
turns out, the most significant and consistent driver for success
was multi-voice. While ultimately, the voice that works best
depends on brand personality and which voices jive best with
established identity and target audience – the study has found
there are some tactics that show success across brands and
industries (multi-voice). Ads with multiple voices increase recall
by 10%.
The script matters too. The basics - how many times you hear the
brand name matters; how many times you’re exposed to an ad campaign
matters. When the brand is mentioned at least four times, purchase
intent increases by 4%. Brand mentions in disclaimers factor into
this increase as well.
"The study, based on an incredibly rigorous design that combines
content analysis and survey methodologies, spans creative elements
in OTA and podcast ads, across auto, financial service, CPG, and
entertainment categories,” said Idil Cakim, Senior Vice President
of Research and Insights, Audacy. “It shows the impact of creative
element choices on how brands are perceived and stay top of mind.
And how sonic messaging ushers consumers through the purchase
funnel to purchase.”
“The question on everyone’s mind is no longer should I be using
audio, but what should my audio sound like?,” said Scott Simonelli,
CEO, of Veritonic. “Creative testing is an indispensable tool for
answering that question. It enables brands to invest in the
powerful and highly personal medium with confidence, knowing that
their audio accurately represents their brand while achieving their
business goals.”
To download the study, visit
https://audacyinc.com/sound-creative/.
Methodology:
In search of the ideal audio advertisement, we did a content
analysis on 113 ads from OTA and podcast platforms, across
entertainment, auto, CPG, and financial service categories. The
content analysis delved into 20 attributes, including voice over
gender, sonic branding type, and ad tone. We then ran a custom
survey asking 330+ consumers[1] their opinions about the ads and
the brands they represent. Within 48 hours of their responses, they
were contacted a second time to gauge ad recall.
Advertising on the number one reach medium will get you the most
ears, but the analysis shows that to keep them, it’s worthwhile to
invest in these specific creative drivers. How an ad sounds has a
big impact - it affects our mood, emotion, and memory. From a
branding perspective, sounds can be used to cue emotions and create
a state of feeling in the listener that can evoke brand recognition
and even prompt purchases.
About Audacy
Audacy, Inc. (NYSE: AUD) is a leading multi-platform audio
content and entertainment company with the country’s best
collection of local music, news and sports brands, a premium
podcast creator, major event producer, and digital innovator.
Audacy engages 200 million consumers each month, bringing people
together around content that matters to them. Learn more at
www.audacyinc.com, Facebook (Audacy Corp) and Twitter
(@AudacyCorp).
About Veritonic
World-renowned brands, agencies, publishers, and platforms rely
on Veritonic’s comprehensive audio research and analytics platform
to research, test, and measure the ROI of their audio assets and
campaigns pre-market, in-market, and post-campaign. The resulting
insight enables clients to gain confidence in their audio
investment, mitigate risk through optimization, and increase their
return as they engage consumers with compelling audio experiences.
For more information, visit https://www.veritonic.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20230213005383/en/
Meredith Tiger Audacy 516-551-8511 Meredith.Tiger@audacy.com
Ali Wolf fama PR for Veritonic Veritonic@famapr.com
Audacy (NYSE:AUD)
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