Advertising effectiveness platform System1 has unveiled ‘Test Your Ad Audio’, a new offering as part of its ‘Test Your Ad’ platform.
Advertisers will now be able to analyse the short- and long-term commercial impact of audio ads running on radio and streaming services including podcasts and music streaming apps.
The platform measures viewers’ and listeners’ emotional responses to advertisements and assigns them a ‘Star Rating’ based on their ability to drive market share growth, ranging from 1 to 5.9-Stars.
As well as an overall ‘Star Rating’, the ad test reports include a ‘Spike Rating’ that indicates the ad’s short-term sales potential and a ‘Fluency Rating’ which showcases the level of brand recognition.
The platform launch comes amid a rise in podcast listening, with global podcast ad spend reaching £2.1 billion ($2.6 billion) in 2022, according to WARC. In 2021, there were also 39 million monthly active users of music streaming services and a further 89% of people listened to live radio for 20.3 hours per week.
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“Radio continues to be a wide-reaching channel, and podcast and music streaming apps are attracting an increasing number of listeners,” System1 chief customer officer Jon Evans said. “Test Your Ad Audio gives advertisers a quick and clear way to understand whether their messaging will support brand building.
“We’re thrilled to add yet another ad format to our Test Your Ad platform that brands and agencies can leverage to enhance the commercial impact of their creative. Now, testing is available for video, image-based and audio ads, offering a one-stop-shop for creative effectiveness testing and insights.”
