“Now, more than ever, brands are seeking ways to authentically engage with their customers in key moments throughout their day — many of which are screen-free,” said Anuj Chadha, senior manager of audio advertising at Amazon Ads. For many people, these moments include listening to streaming audio content such as music and podcasts. 

These formats are often an emotionally-charged experience, making this a pivotal opportunity for brands to reach consumers at heightened moments and build deep and meaningful connections. 

Amazon Ads and Wondery recently worked with a third-party neuroscience marketing firm to explore the science of brand building with sound. The study collected engagement readings and survey responses from 180 U.S. adult participants (18 years or older) who opted-in to participate in exchange for monetary compensation. The study revealed significant findings about how streaming audio content and the device used to listen can impact engagement, brand perception and help drive conversions. 

Streaming audio content results in improved moods and increased engagement

Each participant in the study was surveyed before, during and after every listening session. Nearly a third of participants (30%) described a positive change in mood after their podcast and/or music listening sessions. Furthermore, the emotions most commonly reported after a listening session were “happy,” “optimistic” and “confident.” 

The study also measured engagement, defined by various physiological responses detected by a device that participants held while listening to streaming audio. The results show significant engagement differences based on both the media channel and the device used to listen to the audio content. 

Compared to benchmark engagement scores for broadcast radio and linear television, streaming audio resulted in statistically significantly higher engagement (+1.6x and +1.4x greater engagement than broadcast radio and linear TV, respectively). Additionally, participants who listened on smart speakers demonstrated greater engagement than those who listened to the same content on mobile, laptops or desktop computers.    

The researchers hypothesized that the interactive nature of smart speakers might trigger engagement in the brain. According to Chadha, “With the emergence of smart speakers, audiences can now have a two-way dialogue with their favorite brands. And for brands, this innovation opens up new opportunities to connect with audiences using the power of sound.” 

Smart speakers drive full-funnel outcomes

Aside from driving higher engagement levels, the study also highlighted other findings specific to ads delivered through ad-supported content on smart speakers. 

For example, compared to ads delivered via mobile or laptop/desktop, those delivered on smart speakers were perceived more favorably. Listeners reported that ad-supported content delivered on smart speakers is more relevant, entertaining and less disruptive. These positive feelings translated to a lift in brand perception. For example, 58% of participants agreed that brands advertising via …read more

Source:: Digiday

Author: Aaron