In the realm of audio advertising, the impact of sound on human reactions in real-time is a subject of growing interest. Scott Simonelli, CEO of Veritonic, and Alex Browne, from Realeyes, collaborated to explore the influence of sound in audio and podcast advertising on people’s responses.
Simonelli’s background in music for television ads fueled his curiosity about how people react to sound. Through multivariant testing, he aimed to quantify online responses and provide valuable data to marketers making critical decisions.
According to a recent study, audio ads with higher voiceover volume garnered the highest attention quality, at 36%, compared to those with lower voiceover volume or those with excessive competing elements in the creative (27% and 25%, respectively).
In a controlled study involving a vitamin subscription service’s podcast ads, participants with webcams enabled provided real-time reactions captured by Realeyes’ PreView technology. The analysis revealed that minor changes in audio elements, such as music selection, could significantly impact listeners’ experiences and their likelihood to make a purchase.
Interestingly, the study highlighted that sustained attention during audio ads was weakest when voiceover volume was low or when there were multiple competing sonic elements present. Seventy-five percent of participants indicated that a high-quality audio ad positively influenced their consideration to buy a product.
These findings underscore the importance of sound quality and composition in audio advertising. As the industry continues to evolve, understanding how sound influences audience reactions in real-time is becoming increasingly crucial for marketers seeking to create impactful and engaging audio campaigns.
