The Thrill of Victory, the Ad-gony of Defeat: Audio Analytics Platform Veritonic Pits NCAA Tournament Sponsors’ Ads in March AdNess Showdown
New York, NY — March 27, 2017 — 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!
Sound is one of the most compelling elements in advertising, yet was neglected by analytics platforms until Veritonic jumped into the game. “There are tools for measuring almost every other aspect of content’s effectiveness, except sound,” explains Scott Simonelli, founder and CEO of Veritonic. “We’re providing the final piece of the puzzle. We help brands benchmark and test the emotional and demographic appeal of music, audio logos, voiceovers, and other audio assets used for marketing.” Veritonic combines proprietary marketing-response data with predictive algorithms and a unique demographic search engine, giving users insight into how their audio content fits with specific marketing goals.
The March AdNess tournament will also give insights into which of the 16 top NCAA tournament sponsors have scored a slam dunk with their ads’ soundtracks. Here’s how Veritonic did it: They assembled a panel of US Census-representative viewers from the general population, who interacted with the ad challengers via Veritonic’s patent-pending technology, which allows them to record their Emotions (more basic, visceral responses) and Feelings (more nuanced impressions, such as Energetic or Optimistic) as the ad plays. Panelists were also asked to report associations the ad evoked, including purchase intent and viewership of the actual NCAA tournament.
The matches in each round will be scored using specific metrics collected by Veritonic’s platform. Scoring in the Round of Sixteen is based on the Feelings each ad evokes: how Energetic, Inspiring, Likable, Optimistic, Playful, and Unique each spot is. The Round of Eight will be scored on how well the ads evoke Happiness and Excitement. The Semifinals will be scored based on the impact each spot has on Purchase Intent, and the Finals will be scored using Veritonic’s proprietary algorithms to produce an Overall score.
Scores for all “competitors” and matches will be available at blog.veritonic.com/marchadness, chronicling each tournament milestone:
- Round of 16: Monday 3/27
- Round of Eight: Tuesday 3/28
- Semifinals: match 1 Thursday 3/30, match 2 Friday 3/31
- National Championship: Monday 4/3
“The first round of matches makes clear the importance of music in establishing the mood of the spot and helping a marketer to achieve their goals,” explains Simonelli. “The spots that best evoke Feelings use music in a way that’s central to the spot, like Reese’s skipping a voiceover entirely and using ‘Let’s Get it On’ by Marvin Gaye, or Ritz Crackers and LG relying on heavily on music and saving the voiceover to the end of their spots. The lowest performers in the first round, by contrast, either don’t emphasize music, like Northwestern Mutual, or rely entirely on voiceover, like Allstate.”
“We were really surprised by some of the results,” Simonelli continues. “There were some upsets we didn’t predict, some come-from-behind victories. It really shows that just going with your gut isn’t enough when it comes to evaluating what works for sound in advertising and marketing. You need the data, and that’s what we’ve figured out how to gather and analyze.”
Veritonic is the premier marketing analytics platform for sound. We help brands like Subway, Coca Cola, Edmunds.com and CBS Television make data-driven selections about the audio elements of marketing campaigns. Our software tests and benchmarks the emotional and demographic appeal of audio assets like music, voiceover, audio branding, and more.