New Study: How to Unlock the Full Potential of Podcast Ads
As marketers, agencies, and brands strive to connect with their audiences, understanding the impact of sound is crucial. To shed light on this important aspect, we surveyed hundreds of podcast listeners across the U.S. to explore how sonic identities influence memorability, connectivity, and brand perception. Here’s a look at our findings and why every brand should amplify its sonic identity.
Key Insights from Our Survey
- Sound vs. Visual: A striking 50% of podcast listeners engage more with a brand’s sound identity than its visual identity, highlighting the growing relevance of auditory elements in consumer interactions.
- Memorable Audio: 58% of listeners reported that a brand’s sound identity is more memorable than its visual counterpart, underscoring the potential of audio to create lasting impressions.
- Emotional Impact: 51% of respondents indicated that sound significantly influences their feelings towards a brand, surpassing visual elements in shaping emotional connections.
- Connectivity: An impressive 64% of listeners feel a deeper connection with brands that have a distinct sound identity compared to those relying solely on visuals.
- User Experience: The sounds associated with using products or apps—like button presses, notifications, and jingles—have a profound impact on the user experience, with 64% of podcast listeners acknowledging their importance.
- Cohesive Sound Recognition: Consistency matters; 64% of listeners are more likely to recognize a brand that employs the same audio elements across various advertising channels, including TV commercials, podcast ads, and streaming audio.
With half of podcast listeners in the U.S. reporting a stronger engagement with sound over visuals and more than half finding sound elements more memorable, it’s evident that audio plays a vital role in creating connections. Additionally, a cohesive sound identity fosters deeper bonds with audiences, making a well-crafted auditory presence essential for any brand.
At Veritonic, we are dedicated to helping you harness the incredible power of audio through our innovative platform. Our tools enable you to test and optimize your audio elements for maximum resonance and effectiveness.
Want to Dive Deeper?
For a comprehensive look at our findings and more insights into the importance of sonic branding, download the full study here.
If you’re interested in learning more about our audio creative testing, brand lift, and attribution capabilities, feel free to reach out at sales@veritonic.com.
