As dynamic advertising prevails in display and digital, leveraging its power in audio channels is a key trigger in driving brand impressions, according to ARN’s head of audio product & innovation Adam Williams at a key Mumbrella360 session yesterday.
L-R: Adam Williams and Dr Shannon Bosshard
Contextual relevance drives the factor of engagement, even if the audio advertisement is interacting with as few as one data point (time, location, weather) at a time, said Williams.
“This supports a bit of a saying we have in audio land: ‘if I talk to everyone, no one listens. If I talk to one person selectively, everyone eavesdrops.”
Williams spoke alongside ARN’s research & neuroscience specialist, Dr Shannon Bosshard. Presenting the work of Neuorlab, the radio network’s in-house media research unit, the session explored the neuroscientific basis of six factors that drive better audio advertising performance.
Live brain measurement demonstration during the session
Apart from engagement, other factors brands need to take into consideration when evaluating audio advertising performance include:
- Attention: use principles including shorter sentences, pattern recognition, audio clickbait, silence, actuality and accent to capture the attention of audiences
- Memory coding: consider elements such as bespoke music to increase brand association in the mind of consumers
- Attitude: ensure the environment where the audio advertisement is placed is consistent with its message, corresponding with the finding that placements on on-demand platforms generate more positive attitudes toward brands
- Arousal: as emotionally connected consumers are more likely to become brand advocates, the audio advertisement should strive to encourage the urge to share by conveying a powerful message
- Brand linkage: do the heavy lifting for consumers by connecting a brand image with all the senses; this includes creating unique audio assets, using it consistently over time, and across all platforms