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Westwood One Helps Major Insurance Brand Achieve Better Ad Performance

160% increase in purchase intent with best practices powered by Veritonic data.

Top Results

Leveraging best practices for audio creative, Westwood One:

Proved the power of enhanced branding for major insurance brands.
Drove a 160% increase in purchase intent.
Drove 9% better overall performance across key emotional measures.

Situation: trepidation about spending on radio

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.

Approach: test the impact of enhanced branding in audio creative

Test 1

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:

  • Putting the brand name at the beginning of the ad instead of the end, allowing listeners to make an early connection
  • Mentioning the brand two or three times in the ad, rather than only once
  • Using a sonic logo for familiarity, especially in close proximity to the brand name mention, which forms a memory link
Pierre Bouvard

Having these scores is making us a lot smarter about creating audio creative that sells.

— Pierre Bouvard
Chief Insights Officer, Westwood One

Results: enhanced branding drives better performance

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 insurance company's enhanced branding ads generated greater emotional impact and purchase intent.
Ads ranked by overall score.

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.

Enhanced branding has significant impact on purchase intent difference.
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