How Veritonic’s Report On Audio Logos Was The Best Kept Secret In Branding Last Year
In 2016, Veritonic introduced the groundbreaking Audio Logo Index, an innovative study that investigated the marketing impact of the world’s top audio logos and jingles, an often overlooked facet of branding campaigns. For the first time, marketers could analyze the effectiveness of a company’s sonic branding by studying 25 well-known brands, including Nationwide, AT&T, and BMW. Check out the 2016 Audio Logo Index here.
Using Veritonic’s patent-pending technology and methodology, the influential report provided a new way of evaluating audio logos: Marketers could now examine these audio logos using objective, comprehensive, and authoritative measurements.
The Audio Logo Index also revealed how important sonic branding is to savvy marketers, who are taking advantage of audio to brand their companies, their products and even their experiences. The Audio Logo Index provided those marketers, brands and agencies with a new level of understanding by measuring how their sounds (or prospective sounds) stacked up.
It’s why Lara O’Reilly wrote, in her Business Insider story on the Index: “For some brands, an audio logo is just as important as a visual one.”
How The Index Was Produced
To produce the report on the Audio Index, Veritonic’s panel of experts identified 25 top audio logos from brands active within the US. The audio logos included Intel, McDonald’s, BMW and Duracell, representing a broad variety of industries: Tech, Financial Services, CPG, QSR, Automotive, and more.
Veritonic’s platform was used to identify a census-representative panel of over 2000 respondents, and to collect marketing response and engagement data from them.
Published at the beginning of November in 2016, the resulting research contained some powerful insights for marketers thinking about how their brands can leverage audio:
- The Sound of Spending: In many markets, there was a clear correlation between marketing spend and how well an audio logo performs.
- How We Hear Failure: However, there was a wide variation in performance by sector. Some sectors known for big spending simply failed to break through with consumers, and one of the biggest advertisers, automotive, fared the worst.
- Long Live The King: Newer audio logos generally underperformed. (It will be intriguing to see if they close the gap in 2017?)
Will these trends continue in 2017?
The Power of Audio
Other forces are at work that will increase the importance of audio to marketers. For example, the rise of streaming is changing the game for big advertisers. Consumers are abandoning traditional media formats, like broadcast TV, for on-demand media formats, like streaming music and over-the-top video sites like Netflix.
And the trends outlined by our partner, Pandora, will continue. For instance, “voice is the new touch.” Collectively, these changes are driving new formats for ads and will force brands to develop new strategies for reaching consumers.
Preview of 2017
The 2017 version of the index will be even more powerful than last year’s groundbreaking version.
Most notably, we’re including a UK index for the first time ever. It will share some global audio logos (Intel, McDonalds, etc.) with the US, but will also have a unique set of iconic British audio logos.
Second, we’ve updated the set of audio logos being indexed. Many remain the same, giving us a great baseline year-over-year. However, we’ve added more brands and sectors based on the trends we’ve been observing in the marketplace.