Listen Up!, a research study by System1 and Radiocentre UK shows that, in terms of creative impact, audio-only advertising can be just as effective as audio-visual advertising when the creative content of the ad is executed in an optimal way.
With audio listenership at record levels and growing steadily, it’s the perfect time for advertisers to take this on board and harness the true power of sound, engage listeners more deeply, and deliver better brand effects.
The research explored how advertisers can achieve both long-term and short-term objectives by eliciting human emotions through creative audio advertising. The research showed that by introducing left- and right-brain creative principles to audio, brands can harness a trusted and intimate medium to drive mental availability, using voice, dialogue, narrative, music and drama.
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Using data from System1, The Creative Effectiveness Platform, and over 10 years in-market brandeffectiveness data from Radiocentre UK, the research explored how advertisers can achieve bothlong-term and short-term objectives by eliciting human emotions through creative audio advertising.
The research showed that by introducing left- and right-brain creative principles to audio, brands canharness a trusted and intimate medium to drive mental availability, using voice, dialogue, narrative,music and drama.
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In order to harness the power of audio to improve the short and long-term commercial impact of your audio ads, Radiocentre Ireland are part funding up to 50 brands to test their audios ads with System1’s Test Your Ad Audio to determine the short- and long-term impact of audio ads.
Each brand will receive a full Test Your Audio with 150 NatRep Irish Respondents with an additional debrief call with a System1 researcher.
Audio ads can be tested in draft or finished formats among the general population and custom audiences. Each ad will get access to FaceTrace(R), a cumulative second-by-second emotional journey based on listeners' responses, left and right-brain features, types of happiness, reasons for emotion and more!
The cost of a test and debrief is €1,500 per brand, the normal cost is €3,000 per brand.
Please fill in the form below if interested and we will be in touch very quickly.
