Differentology’s research, commissioned by Radiocentre Ireland, reveals that adding audio advertising to a media mix can significantly boost campaign effectiveness.
Unveiled at Radiocentre Ireland’s Sounding Out 2024 event in Dublin, the study explored whether audio could enhance brand growth by increasing “mental availability,” a concept highlighted in Byron Sharp’s How Brands Grow.
The research involved 2,700 participants who watched audiovisual content and listened to audio programming with ads inserted into commercial breaks. Three groups were tested: one group saw unrelated ads, another saw only audiovisual ads for test brands, and the third group experienced a mix of audiovisual and audio ads.
Results showed that brands gained a 12% increase in “share of mind” among those who saw only the audiovisual ads, while the group exposed to both saw a 10% additional boost. This highlights the effectiveness of combining audio with visual ads.
The study concluded that audio ads significantly help brands become more top-of-mind in purchasing situations, expanding mental associations and improving brand recall.
Source: ADWORLD.
