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 button, and so on. But music selection has been a loud exception to this rule. Every marketer has a story about how frustrating music selection can be: find 10 tracks with wildly different price points, play them for a group of friends and colleagues, then debate endlessly which one to go with, only to swap the track for a different one at the last minute “because the CEO’s daughter thought it sounded cooler.”
At the same time, the sheer volume of music available to marketers is increasing at an ever-faster pace. New tools and technology are making “professional grade” music creation easier and more accessible. Meanwhile, new mechanisms for consuming music (and other media) are fragmenting audiences, and making tastes and associations harder than ever to understand. Consequently, marketers are having an ever-more-difficult time understanding the value of a given piece of music.
Veritonic was created to solve these problems. We were pioneers in online testing and optimization, helping marketers make data-driven decisions about websites and user experience when they were struggling for guidance. Now we’re providing the same caliber of tools to help make music selection easy and, above all, better.
Where did this idea come from? Before Veritonic, Scott and Andrew were at Optimost, an enterprise software company that pioneered A/B Testing online. In the evenings, Scott was also working as a composer, writing everything from :30 second jingles to full-length musicals. By day, they were working with marketers who were eager to escape the slippery slope of decisions made on gut instinct, experience and, too often, “pay grade.” (That is, the proverbial HIPPO — “Highest Paid Person’s Opinion”!)
When it came to music, however, the same marketers would throw their hands up and make a selection based on the same gut instinct that they rejected for other types of marketing decisions. Why? Because no one had been able to quantify the emotions and other attributes that people feel about music, much less do it in a way that was meaningful to marketers. Scott started talking to Andrew, and they met up with Kevin, and here we are.
We will try to keep talk about ourselves to a minimum on this blog. Instead, our goal here is to share what we’re learning from our research and from working with clients, and thereby elevate the discussion around music and advertising. We’ll also share articles on music and marketing, and music for marketing, that we find interesting. We’d like you to participate too: join the discussion via comments, or just email us to let us know if there’s a topic you’d like us to cover
We hope you enjoy this content. But most of all, we hope that together we can bring more structure to the selection of music for advertising.
Are there topics about music for advertising that you’d like to see us cover? Please let us know in the comments!
“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 a great post about the relationship between music and advertising, and how it may evolve.
Read the rest at MediaPost.
Let us know in the comments your thoughts about the future of music in advertising!