ARN announces Dynamic Audio 2.0 backed by Neuro Lab research

Australian Radio Network (ARN) has revealed an evolution of its Dynamic Audio offering, backed by in-house neuroscientific research, which will give brands premium access to ARN’s audio assets with industry-leading contextual integration.

It follows the roll-out of its first dynamic audio campaign in 2020, which made ARN the first media business in the world to provide dynamically targeted advertising on AM, FM and DAB+ radio that could be measured in real time.

ARN went on to launch its Neuro Lab, with an in-house neuroscientific research team, in late 2020. The team has been testing the efficacy of Dynamic Audio, and now has helped develop the offering further.

Dynamic Audio can now give brands access to dynamic sponsorship of news, weather, sport, traffic plus fuel updates, entertainment, and other segments across ARN.

In turn, ARN is working closely with brands to trailer ads in real-time, to optimise performance, effectively achieving the personalisation of digital at the scale of broadcast radio.

L-R: ARN Head of Audio Product & Innovation, Adam Williams, Director of Research & Insights, Justin Stone, Research and Neuroscience Specialist, Dr Shannon Bosshard

ARN head of audio product and innovation, Adam Williams said, Dynamic Audio has been a “phenomenal success story for ARN since it launched last year”.

“The reaction from advertisers has been superb as it’s allowed us to deliver far superior connection to our client’s customers resulting in higher commercial returns for their businesses.

“This 2.0 evolution allows us to provide even more opportunities to integrate our clients on air with messages that are contextually relevant to the audience at the moment they hear them.”

Nero Lab testing of the Dynamic Audio format found that brain activity shows increased attention and positive attitude, compared with listening to standard advertising

Research and neuroscience specialist, Dr Shannon Bosshard, and ARN director of research and insights, Justin Stone, led the research.

They studied attention, engagement, attitude and memory by mapping brain activity of people listening to Dynamic Audio content and a standard ad.

Dr Bosshard said research has shown an individual’s brain recognises relevant content and increases attention accordingly.

Areas of the brain responsible for attending to audio-based advertising were 109% more active during a Dynamic Audio ad format than during a standard ad.

The study also split the ads into 10-millisecond windows and measured positive attitudes during each window.

This found a 10% uplift of positive attitude during each window of the Dynamic Audio ad with peaks being on average, which was 53% higher than when exposed to a standard ad.

Dr Bosshard said the research gives ARN a “profound understanding” of its listeners, and also “demonstrates that audio can be used to create unique, and personalised listening experiences, even within an ad break.

“As individuals are exposed to content, the brain has to decide what information is important, and filter out anything that is irrelevant. Dynamic audio is a simple, yet effective way of increasing advertising relevance.

“This research shows that when a brand gets this combination right, and relevance is elevated, the consumers’ liking for the content and the attention that they pay, increase significantly.”

The Neuro Lab will soon present further findings on more practical ways for commercial partners to maximise impact and connection using audio.


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