High Performance Audio Ads

Studies conducted by Nielsen and other companies have found creative ads to be among the most crucial factors in changing the behaviour of consumers and increasing sales. A new report by Audacy offers five pieces of advice from professionals in radio commercial production for creating audio-based creative that’s “really amazing.” Here’s a summary of the findings from its newly published “State of Audio” report described as “creative hacks.”

Great Ads Are Built Like The Perfect Puzzle

Analyzing a successful 30-second commercial, it is clear that those first 7 seconds (:00-:07) are dedicated to the hook, where the commercial catches attention by asking an intriguing question or a claim that grabs the audience’s attention. “You only have one chance to impress your audience, and in the world of TikTok, this chance is extremely short,” the report notes. Brand mentions are essential within the first three seconds, and at least four additional comments in the advertisement. “This keeps your brand in the forefront and creates positive neural connections within our brains,” Audacy says. The likelihood of buying increases by 4% when ads include more than four brands mentioned.

Following the hook, the sales pitch (07-:20) lays out the value proposition. It may be saving (think GEICO), innovation or a unique advantage or feature of the service or product. And, of course, there is the need to act (20-:30). “CTAs that entice viewers to take action will show better results,” the report states. Don’t think about the long, easily forgotten custom phone numbers; concentrate on the client’s location (online or in person) and then repeat your call to take action.

High Performance Audio Ads – Sound Design Is On Point

The power of sound to generate emotional resonance is more than just a music bed. The sound design layer can take listeners to a specific time and location that binds people to the messages. Imagine a theatre of the mind. “This is where sound can do what images cannot – it enhances storytelling.” An advertisement for the Los Cabos trip starts with the soothing sound of waves on the beach before the sounds of a jet-ski are added, followed by the authentic music of island life, beer pouring, and the sound of cutlery and dishes. The fundamental pitch is reserved until the end of the advertisement.

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Put Us In A Good Mood

Beyond attracting interest, the most successful commercials keep viewers in a positive mood. Commercials with a good dose of fuzzies and warmth lead to more ad recall and higher buy intention. “Don’t hesitate to play around with your audio content to increase an emotional connection,” the report suggests. “Messages that convey an engaging story, introduce characters and incorporate humour to make us laugh can create powerful emotional bonds.” Studies support this idea. Based on 2022 research conducted by the audio analysis and research platforms Veritonic, The highest 50% of assets with the highest likability scores averaged more than 12% higher in the intention.

High Performance Audio Ads – Stand Out With Sonic Branding

What was initially a secret weapon used by early adopters has now become “de standard” for many major advertisers, from insurance companies to snack chips to credit cards. Audio logos, brand anthems, songs – whatever you call them do more than represent the brand but also influence how consumers make their decisions. According to a study from 2022 conducted by Veritonic Sonic branding improves the recall of ads on radio by 17 per cent and podcast ads by 14 per cent. In addition, these mnemonic devices improve buy intent in radio ads by 6 per cent while ads for podcasts by 2 per cent.

High Performance Audio Ads – The Message Matters

In the case of choosing the male or female voice in an advertisement, the research suggests that gender doesn’t play a role in having conversations that include different voices, regardless of gender. “That chatter that goes back and forth draws our attention and boosts recall by 10 per cent,” the report says.

Creative rotation is just as crucial, with two to four creative elements being utilized to meet the requirements of the different audiences. The report suggests that ads be tailored to the specific locations, target demo’s preferences (when choosing the music mattress) and also for the platform on which they’re running: “Radio ads are designed to draw the attention of people, whereas podcast viewers like ads that seamlessly blend with the host and stories they enjoy.”

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