A new study by Audacy, in partnership with audio research and analytics platform Veritonic, concludes that the four features of an audio ad that maximize intent to purchase, recall, and brand favorability are sonic branding, music, voice, and message. The study says that with sonic branding, “a sound logo that’s
deployed consistently over time can reinforce a visual and verbal brand identity and enhance brand recall” in a radio ad by 17% and in a podcast by 14%. Regarding voice, the study concludes that the most significant and consistent driver for success is the use of multiple voices. Ads with multiple voices increase recall by 10%. Audacy SVP of research and insights Idil Cakim says, “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. 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.” You can download the study here.
