Is it possible that, these days, we’re hearing brands more than we’re seeing them? There’s a lot of evidence out there that would suggest we are.
Start with the simple fact that, according to Nielsen Neuro Science, TV ads aren’t seen 61% of the time -- but they’re heard.
Next, I’ll be the millionth person this week to remind you of how hot podcasting is right now -- from the fact that one-in-three Americans listened to a podcast last month, to Spotify’s acquisitions of Gimlet and Anchor. Once some of the growing pains of its ad model get worked through, the opportunity for brands to more deeply impact people through podcasting will only grow.
The smart speaker opportunity may be even more exciting; its full potential is still unknown, but the big-win possibilities are already blaring. When, for example, voice commerce truly kicks in and it becomes common for someone to regularly “talk to” their favorite brands and buy from them directly, we can all pretty safely declare those businesses the Leonardos of the audio renaissance.
But that’s smart speakers phase two. To get there, brands first need to be entrenched in their customers’ psyches, and an impactful signature sound is one reliable way in.
Of all of the components of the holistic sonic brand -- anthem, functional sound, etc. -- the audio logo is paramount. From ads to experiences, the logo is the quick, ubiquitous identifier that triggers (hopefully positive) emotions in consumers -- a little sound with outsized impact. It needs to be right.
Based on the freshly-released results of our 2019 Audio Logo Index, the annual ranking and analysis of the sonic logos of some of the biggest companies in the world, insurance brands seem to be getting it better than anyone. That sector led all others, with Farmers® and Nationwide sonic logos claiming the top two spots in the US, and Liberty Mutual scoring the highest for recall.
This year’s Index goes even deeper than before, with new insights into major businesses’ mnemonics -- the power of repetition, the ideal placement of brand mentions in an ad -- and much more.
Download the Index and have a look, and check out what The Drum has to say about it. Then talk to us about how this data -- and much more coming out of the Veritonic platform -- can help you ensure that, when someone asks you about your audio strategy, you have an answer that’s leading you toward your own big win.