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Advertising News

AutoZone, Indeed and Others Message Hope and Help in Top Audio Ads

From the growing prevalence of audio in our daily lives, to sound’s inherent ability to move people, it’s clear that 2021 is the year that marketers activate their audio strategies more fully.

The Audio Ad Index is a monthly look at which advertisers are capitalizing on the moment and producing the most effective spots on traditional and digital radio, podcasts, and more. A Veritonic Competitive Intelligence report, each edition focuses on a key insight across the range of data points measured by the Veritonic Audio Intelligence platform.

Uplifting Tone and Practical Help Resonate with Listeners

Period ending January 31

Which brands’ audio ads scored the highest based on their ability to drive listeners to buy the product being advertised? The below measures the top spots by purchase intent score, calculated by the Veritonic Machine Listening and Learning (M-LAL ™) platform, and where each stands relative to its sector benchmark.

Many of January’s winning audio ads hovered around cultural relevance with messages of hope and help at a practical level. 

AutoZone led the pack, driven by their spot that focuses on helping people get ready for the cold weather ahead by ensuring they don’t add battery problems to their list of troubles. The brand punctuates the ad with practical offers — a free battery test, a free charge — to support the message. 

AutoZone’s sonic decisions for this ad match the content well. The spot is very upbeat, leveraging music that the brand uses consistently across its ads.

The spot scored 20 points above the benchmark for auto parts ads across the Veritonic platform. 

Autozone, 2021

Job search-giant Indeed has a strong message of hope in the market right now, and their winning audio ad in this period was no exception. Focused on a woman who has started her own meal prep business — itself a mark of the moment with so many people getting food delivered — the spot is uplifting despite the heavy context it addresses. The owner has, for example, a waitlist for her services — business is strong.

Indeed, 2021

Jennifer Warren, VP of Indeed’s global brand marketing, said this week in The Drum, “There are people who are hurting so we had to step back and say ‘what is the role of our brand?’ We want to provide hope and inspiration to those out of work.”

On a much more practical level, The Home Depot also hits the nail on the head of cultural relevance. Their top-10 audio ad, which scored 5 points above the benchmark for Home Improvement, focuses on points like “more time at home means more wear and tear” for your appliances. The spot also fittingly calls out home delivery.

Sonically, and similar to AutoZone, The Home Depot ads owe some of their success to the consistent use of a lively, up-tempo music bed. 

The Home Depot, 2021

Curious about where your own audio marketing efforts stand? Contact us to get a look.

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Methodology:

Veritonic Competitive Intelligence empowers brands to understand how their audio marketing stacks up against competitors. It detects and scores audio advertisements across major verticals by analyzing an ongoing flow of thousands of podcast, radio, and other streams. Powered by Machine Listening and Learning (M-LAL™), the platform gauges the effectiveness of assets by correlating each with thousands like it that have been analyzed across the Veritonic database.

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News

Why sound will matter even more in 2021

Listen to this article:

Now let the music keep our spirits high

Jackson Browne, 1974

I won’t linger on the typical refrain about what a crazy year 2020 was. But it is part of my job to reflect on where our market fit into all that craziness and to think about how what we learned this year could move our industry forward in a fruitful way for everyone.

From a sheer business standpoint, audio, arguably more than any other channel or format (and with expectations obviously adjusted for the pandemic), thrived in 2020. Driven by podcasting and voice, perpetually anchored by radio, and constantly innovating technologically, sound proved its power everywhere. Think of some of the highlights:

  • Spotify continues to double down on podcastingpurchasing Megaphone for $235 million.
  • Agencies express similar enthusiasm, with, for example, Omnicom committing (relatively) big dollars upfront to Spotify podcasts.
  • SiriusXM makes sure it’s solidly in the game, buying Stitcher. 
  • The Insurance sector massively boosts its network radio spend, with, for example, Progressive devoting 44% more budget than in the year prior.
  • Different kinds of market players enhance their audio capabilities, as, for example, Shutterstock buys AI music platform Amper.

We count ourselves among those proof points as well, as we received new investment from forward-thinking VCs who understand both the power of audio and that meaningful data underpins all of the above. 

Maybe, more importantly, sound continually proved its ability to move people and comfort them through troubled times. 

A favorite song’s power to pull you through needs no quantifiable support — we’ve all called on it, no doubt more this year than ever before. But when we think more about the above Jackson Browne lyric, we understand that “music” can be about more than song alone. Voice, for example, as we all know, has tremendous power to drive emotion. In its purest form, that can come from hearing from an old friend. The business application is, of course, less significant in the grand scheme of things but powerful in its own context. And the marketing world is getting better at leveraging that power both effectively and responsibly. 

Rishad Tobaccowala, whom I interviewed last week for The Sonic Truth podcast (episode to air just after the new year), dropped more wisdom on the subject in one conversation than I think I’ve ever heard. We’ll save most of it for the episode, but one tidbit: building on the adage “music takes you where you want to go,” he added, “voice takes you to whom you want to go.” Nothing connects with and moves people like the right voice.

Taking it closer to the business application, Rishad continued: “People talk about the need to personalize at scale…voice allows you to scale intimacy.” There were plenty of signs this year that companies got it. Take Amazon, for example, which started enabling brands to create custom voices on Alexa. Why? Because they know that brands could, as described in Business Insider, “…experiment with voice emotion, resonance, and personability — data which in turn could develop Alexa’s abilities to engage with consumers.”

Related, looking more broadly at tone, I think about our own Audio Logo Index, which came out in May. In a special supplement to this year’s book, we looked at how certain brands — Liberty Mutual, State Farm, Home Depot, and others — demonstrated how much they understood this power. While their classic audio signatures were as omnipresent as ever through the year, when it came to advertising during the pandemic, they knew that tempering things — altering those legendary audio brands, softening voices, and more — would strike that right tone with consumers. The data supported the strategy: all of those modified ads were among the highest-scoring on the Veritonic platform. 

2020 reemphasized how the right sound makes a huge difference to people. 2021, which is happily already shaping up to be a way better year (think vaccines), is when that realization turns more to activation. We know the amazing potential of audio to move people, and the table has been (and continues to be) set to make that happen. Whether it comes from brands jumping more firmly into voice commerce or investing more deeply in audio marketing, we are, as always, ready to play our part by ensuring that every decision, grounded in data, comes with total confidence that they’re moving people the right way.

Click Here to See and hear the 10 Brands That Got Audio Right in 2020.

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Advertising Audience Insights

10 Brands That Got Audio Right in 2020

Picture this: it’s 2015, consumer spending is up almost 5% from last year, the job market is doing great, and with the rise of the gig economy, everyone is taking Ubers to their side hustles to finance their way to see Hamilton (…with the original cast.) Oh yeah, and the words “Baby Shark” mean NOTHING. As a brand marketer, the world is your oyster. Your campaigns could be humorous, serious, audacious, whatever your heart desires. 

Remember that? Good times.

The pandemic of 2020 rocked and changed the lives of nearly every person on earth. And being that a marketer’s job is to reach and engage those people, I’d say the task marketers were faced with this year has been harder than anything the industry has faced to date. 

How do you console, support, not offend, and ultimately sell to an entire world in crisis? It’s not easy. That’s why we’re calling out the brands that did it right this year on our 2020 Top Audio Advertisers List. 

Let’s start with podcasts. 

The investment in podcasts by platforms and brands alike has been monumental in 2020. From Spotify’s acquisition of Megaphone, to Omnicom spending $20M on the medium this year, podcasting has had a better 2020 than a lot of us.

Listen below to a couple ads that make it clear why some of our winners deserve their seats on top: 

Honey

How many brand mentions in an ad is too much? How do you feel about, oh I don’t know,  FIFTEEN? It seems to work for Honey, considering it has the highest overall recall of any of the brands on our list. Take a listen to one of Honey’s ads this year, detected and scored by the Veritonic platform. You can’t miss its unique style that helps make Honey ads so memorable:

Just a warning in case there are any kids in the room! There is some explicit language in this ad.

Salesforce

B2B really stepped it up in podcast advertising this year, with eMarketer estimating a nearly 23% increase in spend from 2019.1 The spend appears to be paying off for Salesforce, as their ads win for purchase intent:

Each & Every

Am I the only health nut that wants a Molecular and Developmental Biologist as the founder of my deodorant brand? Apparently not. Because Each & Every made our list. The authenticity of their brand message and voice helps them rank extremely high:

Now onto radio.

O’Reilly Auto Parts

While pretty standard in content for an auto parts brand, O’Reilly ads include sonic branding at both the start and the end of their ads. Only about 12% of ads include sonic branding, even though sonic brands are shown to improve brand recall, especially when they contain a brand mention. So, even though this ad doesn’t score very high for uniqueness, its inclusion of sonic branding across the ad is definitely something to emulate. 

Varo

Did you know that about 20% of ads use only female voice, while 50% use only male voice? And to add insult to injury, did you know female voices have been proven to be more trustworthy than male voices?2

Now that we have that depressing statistic out of the way, take a listen to this Varo ad. Varo is one of very few brands that give female voices the wide majority of airplay. Hopefully in 2021 scientific evidence will prevail and we’ll see many more brands jump on the female-voice bandwagon. 

And last but not least, Audio Branding:

Every year Veritonic releases its Audio Logo Index, which analyzes consumer response to audio signatures. This year, an additional analysis was done for brands that changed their sonic identities to be more appropriate and mindful of our current reality. 

Download the guide to read our findings and to see if your brand made the list. 

2020 has had its flaws, but in many ways marketers rose to the occasion. Even if it gets a bit redundant at times, it’s still nice to hear brands sharing the ways they are lending their support during a year like this.

Note from the author: 

The data and rankings included in this post were collected from the Veritonic platform, specifically Veritonic Competitive Intelligence. The platform analyzed over 10,000 radio and podcast ads that ran in 2020, which was then ranked by Veritonic Brand Score – a rating standard for audio creative which incorporates the overall emotional resonance, memorability (recall), purchase intent, and engagement of ads in a brand’s catalog. To learn more about Competitive Intelligence and how it can help you develop a winning audio strategy, contact us at info@veritonic.com.

1 eMarketer
2 NPR

Categories
Audience Insights

For Voices That Sway the Electorate, Listen to the Data

Veritonic Audio Intelligence Guides Political Ads In Texas

What’s your most top-of-mind product these days? Disinfectant wipes? Laundry detergent? A mattress that helps you sleep better? Many don’t necessarily think of political candidates as products, but if you do, they’re surely right up there, especially with election day only a few weeks away. 

As with any product that brands are trying to sell (whether generally or to capitalize on a particular, critical moment), political campaigns turn to advertising to make an impact. If they’re out to make those ads as effective as possible — and they’re savvy — here’s what else candidates and their proponents know:

  • Sound matters a lot. With audio’s repeatedly-proven ability to create emotional response, stick in your head, and drive action, political campaigns work hard to put the right voices in their ads. We examined this previously in the first episode of The Sonic Truth podcast.
  • Leveraging data yields the smartest choices. Election season brings a deluge of ads, many of which obviously start to sound similar. While it’s hard to know which are most effective to the naked ear, data proves that some work better than others. To not use that kind of insight is simply irresponsible campaigning that could cost a candidate an election. 

The People, a PAC that’s dedicated to supporting progressive candidates for state legislatures though highly-effective and cost-efficient ad campaigns, gets all of the above. Founded by media luminaries who understand not only storytelling but the best ways to ensure that people hear those stories, the organization ensures that data drives their decision making.

With that, as they were choosing creative options for ad campaigns for the Texas state legislature, they leveraged the Veritonic platform to quantify the effectiveness of several different voiceovers. The goal was to find and run the ads that would sound most “familiar,” engage people, and drive the most action.

Analyzing each ad with Machine Listening and Learning (MLAL™) — which correlates each spot’s inherent audio qualities with thousands like it in the Veritonic platform to make a prediction — the system determined that the ads voiced by “Jules” would perform the best. The People PAC selected that voice to represent the campaign — here’s one spot that used it.

The winning voice had the highest overall score (Veritonic Audio Score)*, which was well above the benchmark for “government and organizations.” It also scored highest for key qualities they were looking for, driving a particularly wide spread for engagement.

Yael Melamede, an Academy Award-winning documentary filmmaker who’s a founder and creative producer for The People PAC, said: 

We had a number of great voice auditions to choose from but I wanted an impartial/unbiased perspective on them. It was great to have some data around who was likely to be most effective in order to guide our final choice.

Ads are, of course, only one factor that helps determine the success or failure of the political “product” — the candidate. But when there’s so much at stake in the outcome, it’s hard to argue that every decision that goes into that campaign shouldn’t be based on evidence of what works the best.

* Veritonic Audio Score is a composite of recall, engagement, intent and emotional attribute scores.

Categories
Branding

Lights, Camera, Audio: Why Sound Is Taking Center Stage

I’ve always been a TV show fan, and have been investing my Thursday and Friday nights on the next episode in my favorite drama or sitcom for a long time — this was  before on-demand streaming allowed for bingeing, my recent pastime. If you’re a fellow binge-watcher and don’t click the convenient “skip intro” button, you’ve heard your favorite shows’ theme songs about a million times. Last night when I was swaying along to The Office’s theme song, a near nightly ritual of mine while preparing dinner, I got to thinking: what makes these songs so sticky? Is it strictly the emotional tie I have to the show, and actually has nothing to do with the creative itself? Luckily, I work at Veritonic, so I could get an answer to this question the next day at work. And lucky for you, you’ll get the answer now. 

We won’t be spending much time with the methodology here, or how Machine Listening and LearningTM works technically, as our website has plenty of detail on that subject. Basically what you need to know is for years Veritonic has been ingesting loads of creative assets – from podcasts, audiobooks, voiceovers, music, and ads – and has used insight from human response data to power an AI platform that can quantify the value of sound. So we could have done a lot here, but being a millennial, I really just wanted to prove that my generation’s theme songs like The Office and Parks & Rec were better than oldies like Mash and Seinfeld – sorry if I’ve dated you. 

Also, apart from my own generation biases, I thought that House of Cards would do very well because of the rumors that Netflix developed House of Cards with a heavy reliance on data: what type of script plays well with viewers, what type of protagonist will viewers root for, what are some of the other most watched shows on the streaming platform, so on.

But let’s see what the machine said.

For those in West Philadelphia, born and raised, you’ll be happy. The Fresh Prince of Bel-Air was most memorable. And although I’m not from Philly, the nostalgia of “playin’ b-ball outside the school” made the theme song resonate with me. The references to school-aged tifs and visiting distant family brings me back to my childhood as I’m sure it does for you. Memorability achieved; thanks Fresh Prince for reminding me that I was once an awkward kid with acne. 

And apparently Netflix’s money was well spent because House of Cards had the top Veritonic Audio Score (a composite score of emotional attributes, recall, and engagement) along with the highest score for authenticity. These results are no surprise to me, which is a nice break from the rollercoaster of emotions that the show elicits on viewers. HOC draws a strong tie from it’s engaging intro score to encouraging viewers to route for the “Bad Guy”. From the protagonist’s knee-jerk temper to the mysterious slaying of political rivals, we are committed to his path to the presidency. Enough about Politics, onto the Office Politics with…. The Office. (See what I did there.) 

The Office performs well on its engagement score which is nice to see as the show is riddled with examples that most working adults can relate to. From bad luncheons to office romance, we feel as though we’ve been there before, heard that gossip, seen that drama unfold.

All of the songs wound up scoring higher than Veritonic benchmarks. That means relatively speaking, they are all good creatives. It’s possible all these producers just got lucky, a hit show and a hit theme song. But there is an alternative to betting on luck, taking a lesson from the highest performer of the bunch, House of Cards: use data. For those that read this and still choose not to use data though, we always have the ‘skip intro’ button to fall back on.

Note from the author:

My job is to enable brands to understand and articulate the value their audio creative provides to the company and brand. I love connecting with teams on how they currently run their pre-market creative process. This example of how predictive modeling can enlighten creative testing and measurement was my way of finally settling a long-running debate I’ve had with my best friend. (Told you, Jake.)

If you’re curious to understand more about how our machine learning platform works and the data we derive from sound, I’d welcome the opportunity to connect. 

nangell@veritonic.com, LinkedIn

Categories
Advertising News

Sleeping Soundly with Veritonic Competitive Intelligence

For better audio campaigns, listen to the market

Think of the last time you bought something substantial, say, a new mattress. If you’re like most people these days, in addition to investigating certain features and such to help you make a decision, you looked to guidance from the market — you read reviews (from both people and ‘experts’). You looked for five stars, a large volume of feedback (with an emphasis on the most recent), trends and stats on which mattresses are most popular, anecdotes about the mattress things that matter to you, and so on. 

A new bed is obviously not only an expensive purchase — it’s a meaningful one. Will it make a good ‘home desk’ in our current, bizarre reality? Will you have to re-engage with a chiropractor in three years? With that, making your decision based on quantifiable insight on what’s happening in the mattress market is just responsible buying. In modern times, it’s a required checklist item.

Buying a bed v. buying a ton of media

What’s at stake when you launch a huge consumer ad campaign? While many might argue that more diligence should go into choosing a mattress, if you’re a marketer, you likely disagree. It goes without saying that if your campaign bombs, and it comes out that you launched it without paying attention to what’s happening in the market … yeah, you’re declining that Zoom meeting. In that scenario, the repercussions of less-informed choices are bigger than wasted budget alone: losing market share, tainting an otherwise popular brand — they’re all on the table.

So, like all responsible buyers, you make sure you have clear intelligence before you make a move — where others like you are spending and why; which channels, creative elements and more are working best for them; how new activity is changing things, and more.

It matters more in audio marketing

If you’ve had a chance to read news beyond the pandemic and the election, here are some items you may have seen recently: 

  • Omnicom is doing a $20M upfront buy on Spotify podcasts
  • NBCU is running audio-only interstitials before many of its TV ads
  • By 2028, voice assistants are projected to be in 90% of new vehicles sold globally
  • 53% of people who hear a smart speaker ad buy the product 

The list goes on to continually prove the point: Audio’s primacy as the marketing channel to connect with people — from podcasts to voice activated ads to sonic branding — is only growing. Like all responsible marketers in the 21st century, you need to focus on where the eardrums are. 

Veritonic Competitive Intelligence makes it easy and effective

So you need clear insight into the landscape to make more responsible decisions about audio marketing, the most critical space right now. Veritonic Competitive Intelligence brings that insight. But its value goes even further. 

Let’s say you’re the mattress company marketer. You know buying podcast inventory is probably a smart move, so you validate it with competitive intelligence data and see what other mattress companies are doing in podcasts. But to glean campaign effectiveness more completely — and efficiently — you recognize that you also need:

  • A holistic view of the audio landscape, like a sense of how other mattress companies are marketing on other channels.  Is your competition also investing in streaming services, radio, etc., and which of those channels is working best for them?
  • An easy way to know when new competitor ads launch and how they’re influencing the market
  • Fast results 
  • A common rating system for understanding success

Veritonic Competitive Intelligence brings it all together on one platform — to not only provide the insight and marry it to other key metrics like creative effectiveness, but to make it easy to understand and act on all of it.

We hope you’re as excited about this launch as we are. With the confidence that your every move in audio marketing is the right move, backed by evidence, we’re guessing you’re going to start sleeping a little more soundly. 

To get a walkthrough of Veritonic Competitive Intelligence, click here.

Categories
Advertising

Making Do, and Still Making Great Brand Messages, with NPR

“We’re the people — we go on.” (The Grapes of Wrath)

It’s amazing to look around and see the myriad ways people and businesses are refusing to let the current socioeconomic situation slow them down.

Can’t see your favorite band at Coachella because it was postponed to October? They’re playing for you online. Can’t wait until the fall to get great business insights from the rescheduled Advertising Week EU? They’ve launched an amazing new podcast — Great Minds, featuring everyone from Martin Sorrell to Ndaba Mandela — to rise to the occasion.

The same is happening on a day-to-day business level. When our partners at NPR’s sponsorship subsidiary National Public Media (NPM) needed to temporarily leave behind their amazing production studio, producers had to adjust quickly to the new normal. Because their Spotlight mid-rolls feature a voice from the sponsor, the team pivoted to remote recordings with guests joining from home. With that, they wanted to ensure that the quality of these custom sponsor messages would be just as high as those recorded in the studio, and that NPR listeners would respond to them just as favorably.  As any diligent business would, they turned to the data to find out.

NPM leveraged the Veritonic platform to measure how podcast listeners reacted to two variations on a custom mid-roll creative where the featured voice was captured during a remote recording. In addition to indicating their overall response, listeners were asked to assess the sound quality of the “remote” spots.

Both mid-rolls performed above the Veritonic Audio Score benchmark average, and post-intent numbers for the Spotlight audio featuring a customer voice were higher than a standard mid-roll.  That additional lift held strong even with the difference in audio quality.

Most encouragingly, after listening to both spots 87% of the audience felt that the audio quality was very good/good.

Making do in tricky times does not mean you have to sacrifice quality and impact. We continue to be proud to provide our agile clients with the means to prove it.

Categories
Audience Insights

In tricky times, the world turns to audio (again)

This article has been updated to include a new list of companies that are making audio content to support listeners. See below. 

From March 1933 to June 1944, Roosevelt addressed the American people in some 30 speeches broadcast via radio, speaking on a variety of topics from banking to unemployment to fighting fascism in Europe. Millions of people found comfort and renewed confidence in these speeches, which became known as the “fireside chats.” (history.com)

Not that he had too many other options at that point, but FDR clearly understood the power of radio to speak to and comfort the American people in a time of crisis. In both his choice of words and the manner in which he delivered them — informally, with calm — Roosevelt was a master of leveraging the medium to placate public concern, even if temporarily.

In our own current period of complexity, audio’s ability to comfort the world is more powerful than ever. Part of that power lies in the sheer number of options now available to us, from radio to streaming services to podcasts. Some of it surely lies in the fact that audio programming can be churned out easily wherever you are — perfect for the age of social distancing! 

But perhaps the most powerful part — as it was in the case of FDR — is built from smart, compassionate people. Getting up-to-the-minute news on developments is, of course, critical, but we’re talking about something different. Coming up with innovative ways to capitalize on the medium and develop programs that engage, distract, or otherwise remind us that there’s still a lot of fun to be had, is just as critical. We should be thankful for the people who do it.

Update: April 1, 2020

As we all get a little more settled in our new normal (at least what will be normal for a little while), we wanted to continue sharing the ways audio – be that radio, podcasting, or music – is here to comfort us.  There are obviously plenty more, as you see/hear them, don’t forget to share them! 

  • We are loving Pandora’s social campaign #WFHTips where members of the Pandora team share how they are keeping calm these days. This example is from our friend Steve Keller, Sonic Strategy Director at Pandora who practices ‘Virtual Commuting’.
  • Never expected 2020 was going to be the year that you took up a second career as a full-time teacher? Neither did we. Our partners at SiriusXM are giving parents a break with ‘Kids Place Live’ radio.
  • One perk for music lovers working at home is you can now listen out loud instead of through AirPods and have between-zoom-call solo dance parties. Veritonic team members were asked to each pick a song to add to a playlist with other audio industry members — check out our top picks! Isolation Radio.
  • Now trending on Stitcher is Westwood One’s new podcast: Scott Galloway’s The Prof G Show. A little humor and economic advice can go a long way in uncertain times like these.
  • Last but not least, sometimes being in the know can calm nerves. In case you want to stay up-to-date on the latest news (minus the fake news) Coronavirus Daily by our partners at NPR is our go-to.

If you wish to give to others during this time, consider MusiCares’ coronavirus relief fund. 

Here’s our favorites from last week:

Categories
Advertising Branding

Which consumer brands are winning audio?

“We’re now thinking about the sound [of a brand advert] first versus the look second. It’s a really interesting way of approaching that immersive consumer experience.”

– John Burke, global chief marketing officer of Bacardi and president of Bacardi Global Brands

The proof is now abundant: getting audio marketing right — powered by a methodical strategy — has never been more critical. If a global CMO testimonial like the above — declaring that audio now takes precedence over visual — doesn’t convince you, consider any of the latest realities about the audio market.

Continue reading on Mediatel News.

Categories
Advertising

Full-flight Optimization: Attribution Comes to Veritonic

The stats around how critical the audio market is to marketers continued to pour in through 2019. From the rocketship that is podcasting to the fact that audio accounts for the majority of adult time spent on mobile, last year’s message was clear: build a solid strategy for audio or squander a tremendous opportunity to influence customers in the most culturally-relevant way possible.

2020 is the year that we take that message to the next level. 

With the urgency established, marketers now need clear guidance on what exactly to do to maximize the opportunity — a “map of winning the audio renaissance,” if you will. We’re building a lot into the Veritonic audio intelligence platform to give marketers that holistic guidance in one place and help bring that promise to fruition.

Today, we’re proud to announce one of the first and most critical pieces: attribution data will now be available in the Veritonic platform. Flagship partners include LeadsRx, specializing in radio and TV attribution, and Podsights, specializing in podcasts.

Attribution data, as most of you probably know, guides marketers on the best way to optimize their campaigns once they’re out by homing in on which parts are most responsible for driving desired results (site visits, conversions, sales, etc.), and why. 

So let’s say you’re a sneaker brand advertising on podcasts that’s trying to drive a special offer for show listeners. And your attribution data proves that your midroll ads targeted to shows with high listenership among urban moms are driving the most sales. So yeah — you build up that end of your campaign.

Audio creative data, foundational in the Veritonic platform, focuses on optimizing creative pre-launch, allowing marketers to determine which audio ads — or parts thereof — are most memorable, emotionally resonant, engaging, and likely to drive sales.

This data can tell your sneaker brand — before the ad even goes out — things like how it scores relative to other ads like it, the optimal voice or script to leverage, where to place a brand mention, and much more.   

Tie both datasets together and what do you get? We like to call it “full-flight optimization” — clear direction on how to capitalize on what works the best across the entire campaign lifecycle, all in one place.

The value doesn’t end there. Marketers are clamoring for modern analytics platforms. As we’ve discussed a lot, predictions on what drives the best results need to be smarter and come faster. Tying attribution data (the factors that drive a conversion) back to a particular piece of audio creative helps our platform predict how effective that kind of creative will be. And smarter predictions breed faster, more reliable insights. 

So big thanks to our friends at LeadsRx and Podsights for helping us fulfill the promise of fast, comprehensive audio guidance for marketers in 2020. We’re rapidly filling in the map, making the path to deeper connections with people through sound clear and easy.

To learn more about the integration of attribution into the Veritonic platform, contact us.