This week’s Cumulus Media | Westwood One AudioActive Group blog looks at the creative side of audio ads. The Institute for Practitioners in Advertising produced data that reveals brands must spend significantly more media money on dull ads compared to interesting, non-dull ads. Looking at key findings from “Another Dull
Whitepaper: The Extraordinary Cost of Dull,” the analysis notes that 1) Neutrality, the absence of emotion, is the most common reaction to ads; 2) Business-to-business ads are even duller with greater neutral “feeling nothing” responses; and 3) Marketers have two jobs: Converting existing demand and creating future demand. Only about 5% of customers are in-market and “rational and dull copy using tightly target media” has its purpose here. But for the 95% of the customers not in-market and thinking about the category, “The objective is to create ads that produce positive feelings, especially happiness. If an ad makes people feel good, it’s more memorable and more effective at building positive associations with a brand.” See the complete blog post here.
