The defining role of emotion in effective audio advertising

In this episode of Advertising Amplified, System1’s Andrew Tindall and Radiocentre’s Head of Insight Donna Burns talk to Omar Oakes about the significant role of emotion in audio advertising.

The discussion highlights findings from the Listen Up! study, revealing that radio is as effective as television in creating long-term brand impact. The episode delves into the importance of emotionally engaging ads, using right-brain creative features like music, storytelling, and distinctive characters. Key takeaways include the benefits of consistency, branding early and often, and creating memorable, emotionally-charged ads to influence long-term behaviour.

Highlights

  • 00:41 The Power of Emotion in Audio Advertising
  • 01:06 Insights from the Listen Up! Study
  • 01:57 The Impact of Audio Environments
  • 02:54 Research Findings on Radio and TV
  • 03:46 The Importance of Emotional Response
  • 06:19 Sonic Branding and Distinctive Assets
  • 14:22 The Right Brain vs. Left Brain Approach
  • 18:15 Best Practices for Effective Audio Ads
  • 28:47 The Role of Music and Consistency
  • 31:05 Building Brand Trust in Radio
  • 32:48 Conclusion and Key Takeaways

Read Listen Up! here.