Creative effectiveness platform System1 has launched a new publication in partnership with Radiocentre that examines the role of emotion in audio advertising effectiveness.
‘Listen Up’s’ research will define left- and right-brain creative features for audio and will offer actionable learnings into creating ads that emotionally resonate with audiences.
The research features real consumer reactions to ads measured by System1’s Test Your Ad Audio tool, alongside radio advertising effectiveness data collected by Radiocentre over the past 10 years.
“For the first time, we’ve adapted the creative principles outlined in Orlando Wood’s IPA publications Lemon and Look out to account for audio’s uniqueness as a medium,” System1 global partnerships director and Listen Up! author Andrew Tindall said.
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“In Listen Up!, we demonstrate how to harness the trust and intimacy of radio to create long-lasting business effects not by demanding attention, but by attracting it with voice, dialogue, music and drama.”
Some of the key findings include:
- Audio campaigns are particularly successful in driving positive emotions
- Radio advertising is just as impactful as TV advertising in creating a long-term response
- Radio excels as a medium for brand trust
- Audio ads with more right-brain features are more successful over the longer term
Radiocentre planning director Mark Barber added: “In demonstrating how well-executed audio-only advertising can be as powerful as audio-visual advertising and the importance of using more emotional right-brain creative features in optimising its effect, System1’s data-driven interrogation of audio creativity has the potential to transform attitudes towards audio advertising in general.
“The best practice recommendations it presents, if acted upon, will benefit writing and production processes and deliver better-sounding and even more effective audio ads – a welcome outcome for both listeners and advertisers.”
