Categories
Advertising

Liberty Mutual, Indeed’s Strong Sonic Identities Drive Ad Wins

Listen to this article.

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.

Inclusiveness and Fun
Compel Listeners

Period ending March 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.

Strong brand identity drove big wins in March, exemplified by audio ads from Indeed and Liberty Mutual Insurance (with its first appearance in the Index). Other new entrants into the top 10 included Tide and Roman, while Farmers and Lowes continued to show their strength.

The Indeed brand continues to emphasize women and our current climate, proving that its forward-thinking, culturally-on-target perspective drives success. The company’s number one-scoring audio ad in March focuses on a female-owned business (and logically uses a female voiceover, as do four other ads in this top 10; historically, female voices are used only around 28% of the time). 

While the issue “Anita’s Outdoor Store” addresses is challenging — needing to hire quickly because the company is stretched thin — the spot is extremely positive (business is growing unexpectedly). Moreover, in a nod to the times, the business is an outdoor store. The combination of factors led to a 27-point jump above the benchmark for purchase intent.

Indeed, 2021

Similarly, but projecting a very different kind of brand identity, Liberty Mutual layers multiple brand elements into its winning audio ad this month. Its brand characters, LiMu Emu and Doug, along with sound effects and an overall lively production, perpetuate the brand’s fun image. Fittingly, the spot scored second-highest (78) for being “energetic.”

Liberty’s highly-memorable sonic brand, which ranked number one in last year’s Audio Logo Index, punctuates the end of the spot as always. With a purchase intent score 17 points above the benchmark for Insurance, the ad’s brand layers clearly work for Liberty.

Liberty Mutual, 2021

Lowe’s, in a return to the Index, leverages both of the above approaches to great effect. Lively and loaded with fun sound effects, its ad is also narrated by a woman.

Lowe’s, 2021

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

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.

Categories
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