Background
Veritonic, a leading audio analytics and research platform, helps advertisers understand ways to improve the effectiveness of their audio advertising. Veritonic is especially interested in the burgeoning field of audio attention measurement. The company set out to create a ‘gold-standard’ tool that provided unparalleled insights into audience reactions to audio and podcast ads.
Veritonic partnered with Realeyes, to use PreView to measure the effectiveness of their audio advertising campaigns.
...unparalleled insights into audience reactions to audio and podcast ads.
Key Takeaways
- Ads with higher voiceover volume demonstrated higher attention quality
- Conversely, ads with low voiceover volume or containing many competing sonic elements tended to have weaker attention from listeners
- A majority of participants reported that a good quality audio ad positively influenced their consideration to purchase a product
Key findings from the report include insights into the creative factors that influence audience attention and engagement with audio ads:
75% of participants reported that quality audio ad positively influenced their consideration to purchase
Attention was highest when the voiceovers were clearest (36%) as opposed to ads that had the low voiceover volume (27%)
Audio ads with voiceovers that were low in volume, were 10% below the benchmark for Attention
The ads that sustained poor attention (7% below the benchmark) were during moments that had competing sonic elements such as lengthy messaging, multiple sound effects and music
This approach allowed for the collection of granular data on audience attention and reaction to different types of audio ads to see which resonated best with their target audiences.
Methodology
Hundreds of podcast listeners participated in the study, opting in to listen to podcast ads for a vitamin subscription service while their webcams were enabled. Realyes captured audience attention levels and reactions in response to the audio, combined with self-reported survey questions.
This approach allowed for the collection of granular data on audience attention and reaction to different types of audio ads to see which resonated best with their target audiences.
Outlook
Veritonic continues to use Realeyes to surface insights such as where audio and podcast ads may become challenging for listeners and validate creative decisions that drive better engagement for greater effectiveness and ROI.
Advertisers, brands, agencies, and platforms can access the full Veritonic Audio Attention Report to gain comprehensive insights into audience reactions to audio and podcast ads.
