Audio is one of the oldest forms of marketing. Make sure it’s effective with one of the newest forms of analytics. “In the insights industry, there is a real gap between what has been traditionally available and what we need today,” … Continued
Living is easy with eyes closed…. (Lennon/McCartney) I, like millions of others around the world, am a diehard Beatles fan. My love for their music is so extreme that, when people ask me to name my top five favorite bands … Continued
Is it possible that, these days, we’re hearing brands more than we’re seeing them? There’s a lot of evidence out there that would suggest we are.
Start with the simple fact that, according to Nielsen Neuro Science, TV ads aren’t seen 61% of the time — but they’re heard.
Next, I’ll be the millionth person this week to remind you of how hot podcasting is right now — from the fact that one-in-three Americans listened to a podcast last month, to Spotify’s acquisitions of Gimlet and Anchor.
“Despite each 30-second commercial costing upwards of $5 million, on par with recent years, there was a lot of mediocrity.” – AdAge If you believe certain narratives in the media, you might think that creative is getting a little knocked around … Continued
If you’re playing along with the periodic release of Super Bowl ads in the lead up to the big game, you may have noticed a small trend: a few of them are clearly counting on the power of audio for their success. Specifically, as Ad Age reported, at least a couple of brands, including Pepsi and Michelob, are leaning on the audio phenomenon known as “Autonomous Sensory Meridian Response” (ASMR) to make a more impactful ad. ASMR, in short, prompts people to “experience a calming or tingling sensation in response to certain sounds like whispering and finger tapping.”
When Jeff Benjamin, Partner and Executive Creative Director at Barton F. Graf, joined us backstage at Advertising Week in New York, he brought what he described as a “bag of sonic surprises.” There was a lot of cool stuff in that … Continued
With a new episode every couple of weeks, The Sonic Truth Podcast Series, a co-production of AW360 and Veritonic, explores the monumental shift to audio from a unique angle. In addition to featuring the stories and perspectives of media leaders, … Continued
With a new episode every couple of weeks, The Sonic Truth Podcast Series, co-produced with Veritonic, explores the monumental shift to audio from a unique angle. In addition to featuring the stories and perspectives of media leaders, the series examines … Continued
With a new episode every couple of weeks, The Sonic Truth Podcast Series, co-produced with Advertising Week, explores the monumental shift to audio from a unique angle. In addition to featuring the stories and perspectives of media leaders, the series … Continued
In partnership with our friends at AW360 / Advertising Week, we’re thrilled to announce the launch of The Sonic Truth Podcast Series. Hear people talking about how we’re going through an “audio renaissance?” So do we, and it’s true! And … Continued
Nostalgia is known to be a powerful emotion and is a common theme in advertising. Nostalgic cues delivered by music in particular are a dominant feature in TV ads: 60% of YouTube’s most-watched global ads in 2018 featured popular music, … Continued
Katz Radio Group proves the power of radio to move swing voters in Florida
Greetings from Orlando, where team Veritonic is all over Radio Show, the industry’s annual confab. As Katz radio group has begun leveraging our platform to generate ongoing research around radio’s influence on the electorate and to create best practices for making more effective political radio spots what better place to announce its first findings: radio has a strong ability to influence crucial swing voters in the current U.S. Senate race in Florida.
Dynamic audio creative drives better ad performance
It’s hard to deny that a customized brand message — to someone’s gender, age, location, weather, behavior, preferences and more — is going to resonate better. It’s customized for them. Dynamic creative optimization was created to do this on the fly and at massive scale, piecing together the most relevant components of a given ad for each person in real time.>
The largest automotive radio creative test ever assuages advertiser fears about speedy disclaimers. You know the car ads that promote a big sales event? The ones in which, after the offer is described, the announcer speeds through a range of … Continued
We were honored to be a featured participant in two great and important events before the July 4th holiday: Newark Venture Partners (NVP) Demo Day and MDC’s Immerse event in Soho. At Demo Day, where some of the best, most … Continued
What are we hearing? It really doesn’t matter. But when it comes to how what we hear affects bigger business decisions, there is a sonic truth and it matters a lot. Tired of the “Laurel or Yanny” debate? So is … Continued
Have you ever wondered how a given piece of audio will perform, but don’t have the time to run a full test? Perhaps your new TV campaign is launching in 12 hours? Or you’re meeting with the CMO in 20 … Continued
We live in a connected world, and consumer appetite for entertainment content across devices is driving many of the technical advancements we enjoy today. I’m old enough to remember adjusting the rabbit ears on the family black and white TV. … Continued
In its fifth annual Sports Sound Awards, Westwood One used Veritonic to test the audio effectiveness of advertisers in their Super Bowl Broadcast to determine purchase intent and the feelings and emotions associated with the ad. Here’s what Veritonic client … Continued
Welcome to the Veritonic Podcast, Do You Hear What I Hear? Every episode examines how a marketer or brand makes decisions about using audio — a voice, a song, an audio logo or functional sound — for marketing. Transcription: Introduction … Continued
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, … Continued
Marketers and consumers alike recognize the importance of visual logos. Now, it’s time for them to hear the power of audio logos. If you asked most people what a logo is, they’d most likely mention examples that quickly come to … Continued
Veritonic’s own Scott Simonelli recently spoke at Pandora’s “Turn It Up” event in Chicago. The conference, Pandora’s thought leadership event, highlighted the Power Of Audio. Scott’s presentation reinforced the key tenets of how to make effective audio ads. Steve Keller of iV Audio … Continued
We are all familiar with the power of music: a song blasts through your ear buds and shoots adrenaline through your body, sending a jolt down your spine, willing your legs to keep running. Or maybe you play a soothing Mozart track to relax after work. There is no denying that music has immense power over our bodies and minds.
Football relies on sights AND sounds. Read on to learn about the NFL telecast music from 5 networks. Then take the quiz to see how YOU score! Now that football season is under way, it’s time to announce a new … Continued
Financial services is one of the biggest industries in the United States. It’s also, not coincidentally, one of the biggest advertisers. Marketers advertising financial products spent $17.1 billion in 2016, which is predicted to rise to $19.7 billion in 2017. … Continued
One study after the next proves that sound is fundamental to a successful advertising campaign. The sad truth about this, however, is that marketers spend only 12% of their budgeting on audio.[i] Until now, no-one could easily evaluate the best … Continued
We don’t talk about our fundraising efforts and capital structure in this space very much: this blog is for insights into how marketers connect with their audiences through sound. But we wanted to highlight a key milestone we’ve reached, along … Continued
Veritonic sponsored the Sync Summit on June 12-13 at Webster Hall in New York City. The Sync Summit is an annual conference that brings together an audience of musicians, producers, music supervisors, and the people that license music for television, … Continued
In this edition, we wanted to share some recent research on how music and emotion interact, and how this can lead to better marketing. We also wanted to share our final insights from March AdNess. (Which, admittedly, largely took place … Continued
With March AdNess 2017 now well in the rear view mirror, we wanted to look at some of the other big takeways from the tournament. Specifically, we wanted to focus on 2 areas: how varied the results were by region; … Continued
Sixteen ads from NCAA sponsors battled it out for the title of March AdNess champion. After a series of nail-biting matches, it came down to two ads: Reese’s “Spring Song” featuring Marvin Gaye’s “Let’s Get it On,” and Capital One’s … Continued
Marketing powerhouses Capital One and Coca-Cola gave us the tightest match yet of the tournament: after viewing the ad, Capital One’s spot featuring “I Will Survive” with Samuel L. Jackson, Charles Barkley, Spike Lee, and surprise guest Gloria Gaynor, was TIED for Purchase Intent with Coca Cola’s Cinderella ad featuring a waltz.
In the semifinals, matches are decided by Purchase Intent: how likely are panelists to buy the good or service after being exposed to the ad? In case of a tie, matches will be decided by the difference between intent pre– and post-exposure. Pre-exposure intent measures how a panelist feels about a brand before any exposure to a specific ad, while post-exposure intent (obviously) measures the intent after exposure.
The remaining 8 NCAA corporate sponsors competed in the Round of Eight to see whose ads evoke Emotions most strongly. Scoring in this round is an average of the emotions Excited and Happy, and does not include the Feeling scores from the Round of Sixteen. Whichever brand achieves this higher overall emotions score will move on to the Final Four. Competing in the second round, we have two snack giants Reese’s versus Nabisco; auto company Infiniti versus auto insurer Allstate; Capital One versus Wendy’s; and Coca-Cola versus Pizza Hut.
The initial matchup in the round of 16 features two humorous ads: Reese’s “Easter Peanut Butter Egg” and LG’s “Game On with ‘Mascots Knock‘”. Reese’s seductive ad features Marvin Gaye’s “Let’s Get it On” playing in the background, and uses the music to create an early six point lead in the attributes of Likable and Inspiring. LG’s funny looking mascots act out the commercial to a catchy guitar and drum riff, but can’t catch up to Reeses.
16 powerful and creative ads from top NCAA sponsors like Coca-Cola and AT&T will face off to see whose ads evoke the most intense Feelings. This group of brands bring a diverse set of approaches to their advertising. The styles range from the intentionally comical, like Buffalo Wild Wing’s “Foodoo”, to Infiniti’s intense and serious “Hardwood Heroes,” to the matter-of-fact ads like Buick’s “Lacrosse ‘Philly and Boston’”, to the completely music-centered Reese’s “Easter Peanut Butter Egg”.
Everyone’s talking about how teams in the NCAA match up. But what if the tournament’s sponsors competed, putting their ads in play?
Veritonic, the premier marketing analytics platform for sound, wanted to find out, so they launched March AdNess, in which ads’ sound and music go neck and neck, and only the sonically strongest survive. Full of upsets, underdog victors, and other surprises, this tournament promises to be as exciting as college basketball’s big event!
Veritonic Index of Brand Effectiveness The Top Quick-Serve Restaurant Advertisers As one of the biggest ad spenders, the Quick Service Restaurant (QSR) industry is a bellwether of the advertising industry. Veritonic has used its technology to evaluate a curated … Continued
You’re an editor cutting a video, and you need to select a background music track. You run through a mental checklist: This is for a dramatic moment, the inspirational climax of this piece. So you start searching the libraries of … Continued
Advertisers seek to evoke specific emotions at specific points in time with their content. What they don’t know is whether or not these time-related creative decisions have the desired impact… or even if they make a difference! This type of … Continued
Introduction An audio logo is a series of sounds or musical notes that uniquely identifies a company, product or service to its target audience. Call them jingles, mnenomics or sonic branding, these short progressions of notes or chords are one … Continued
It’s now been just over a couple of weeks since the 2016 presidential election was concluded, and virtually all of the forecasts were wrong. Polls predicted a small but persistent lead for Hillary Clinton. Even respected forecasters like FiveThirtyEight … Continued
Veritonic was fortunate enough to be a part for the SyncSummit in Hollywood, CA last week. For those of you who haven’t heard of it, the SyncSummit is a series of networking events held in New York, Hollywood and … Continued
Over the past 24 months, we’ve tested thousands of pieces of music, for hundreds of TV spots. These include many spots for the pharmaceutical industry, including both “over the counter” and prescription medications. We’d like to share some of what … Continued
There is a new challenge in today’s digital world: we are drowning in the ever-increasing river of content. How do you manage all of the content that is out there? How can you find precisely what you are looking for … Continued
You test everything, why don’t you test your music? Advertising today is data driven. Yes, that’s right: the days of “Mad Men,” drinking martinis and dreaming up amazing campaigns, then releasing them on TV in a blaze … Continued
Music selection can make or break an ad. Music supervisors and creative teams have tremendous taste and experience that is critical for making these decisions. But with millions of dollars in ad spend on the line, it’s becoming too risky … Continued
Marketers have a wealth of data at their fingertips. In fact, virtually every decision that marketers make has some data guiding it: where and how to place ads, who to target marketing to, what color to make the submit … Continued
“Of all the art forms, few have the power to stir strong emotions as music. And few have had such an easy and fruitful relationship with advertising.” Our friend Josh Engroff at KBS and The Media Kitchen wrote … Continued