New Study: What Marketers Can Do to Improve Podcast Ads
In the fast-paced world we live in where every interaction with your audience counts, ensuring a seamless and engaging experience is paramount. Even moments of waiting, such as being placed on hold, present an opportunity to strengthen your brand’s connection with audiences. At Veritonic, we understand the significance of optimizing audio assets to enhance audience engagement and drive ROI. Recently, we delved into the impact of hold music on consumer perceptions and experiences, uncovering valuable insights that every brand should consider.
What We Uncovered
Our study, conducted in April 2024, surveyed hundreds of podcast listeners about their experiences while on hold with various brands and services. Here’s what we found:
The Big Picture
- 68% of consumers are more likely to purchase from a brand that is thoughtful about its hold music.
- 45% believe hold music should align with the brand, enhancing the overall experience.
This or That
- 92% prefer music over silence when on hold.
- 90% prefer music over ads with talking.
- 57% prefer ads with talking over silence.
Familiarity is Key
- 82% are willing to hold longer if they enjoy the music.
- 70% are less likely to focus on wait time if the music is familiar.
- 86% prefer recognizable songs for hold music.
Quality Matters
- 70% are put off by excessively loud hold music.
- 63% are affected negatively by repetitive tones.
Think Outside The Box
- 40% are interested in hearing ads for new podcasts while on hold.
- 34% would appreciate mini-meditations during hold times.
The Bottom Line
- Utilize hold time to engage your audience effectively.
- Test different audio elements to ensure alignment with audience preferences.
Take Action Now!
Ready to optimize your brand’s audio experience? Contact sales@veritonic.com today to learn more about our audio optimization and testing solutions.
For a detailed breakdown of our findings, download the full report here.
