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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.

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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.