160% increase in purchase intent with best practices powered by Veritonic data.
Leveraging best practices for audio creative, Westwood One:
A legendary insurance brand had been hesitant to spend on radio because it lacked confidence in its audio creative. Without an easy way to test and compare against industry norms, it simply didn’t know what worked the best.
Part of Westwood One’s mission is to prove that data-driven best practices for radio ads exist — and matter — to help brands capitalize on the huge opportunity that is radio (which, for example, reaches 93% of the population weekly). They worked with the brand to test whether applying those best practices improved consumers’ perception of the ads and their desire to purchase the product.
In January 2018, 317 respondents, all adults 18-54, assessed four existing ads for their happiness, optimism, likeability and trustworthiness, and how much they wanted to buy the product after listening.Test 2
In March 2018, they conducted a second test after the client applied best practices around “enhanced branding,” including:
Having these scores is making us a lot smarter about creating audio creative that sells.
— Pierre Bouvard
Chief Insights Officer, Westwood One
By applying evidence-based guidance on how to enhance the brand power of their ads, the insurance company saw consistently better performance across all key measures, including happiness, optimism, likeability, and trustworthiness.
The new creative with enhanced branding also drove significantly higher purchase intent.
With clear, data-driven direction on the best way to optimize their creative, the insurance brand created objectively more resonant, compelling radio ads that drive purchase.