Audio analytics and research platform Veritonic, in partnership with computer vision and attention AI company Realeyes, publishes their first Veritonic Audio Attention Report that analyzes effective audio advertising. The report provides data-backed insight into the importance of creative efficacy programs for audio and
podcast advertising. Some of the key takeaways include: 1) Attention quality was highest for the audio ad that had the highest voiceover volume (36%) as opposed to the ad that had the lowest voiceover volume (27%) and the ad that had too many competing elements within the creative (25%); 2) 75% of participants reported a good quality audio ad positively influences their consideration to purchase a product; and 3) The inclusion of multiple competing audio components elements within an audio ad caused the ad to score lower in terms of overall quality than the ads without multiple competing elements. You can get the full report here.
