SCA study into audio effectiveness shows the importance of creative

Southern Cross Austereo (SCA) has launched new findings that show audio’s ability to launch and build brands and the importance of experimenting with best practice creative.

The eight-week study into four different creative executions in different markets used its proprietary 3D audio site, Sound Bubble, across the Hit and Triple M networks to reveal how tactical approaches, repetition and audio logos drive recall and direct response.

The study and its key findings are included in The Sound Bubble Study white paper, designed to unearth and understand the driving forces behind audio advertising effectiveness.

The first finding was that tactical messaging drives response. Second was that simplicity boosts recall. Third was that audio logos improve recall, fourth was that curiosity helps drive top of mind awareness,  and fifth was that repetition drives fame. Other key learnings from the study were that brands need different ads for different layers of the funnel, and that brands can maximise efficiency by leveraging day part listening. There are ten findings in total in the report.

SCA national head of radio sales, Nikki Rooke, said: “At SCA we pride ourselves on being leaders in creative effectiveness, and we challenge ourselves constantly to learn, innovate and develop unique, creative audio IP that will benefit our advertisers.

“The findings of this study provide some new structures and concepts for building effective audio campaigns. While the single-minded goal was to unearth the creative that would drive the greatest result for a new brand in market, it is clear from these learnings that a combination of elements needs to be deployed together to best drive effectiveness.”

Sound Bubble is a collection of immersive 3D audio soundscapes. 3D audio, including Autonomous Sensory Meridian Response (ASMR), has been found to lower people’s heart rate, increase relaxation, and even create feelings of social connection.


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