What are the best practices when creating audio ads?
By following some proven principles from System1's 'Listen Up!' report, audio ads can be produced in a way that aids memory when the buyer is in category for a product or service (think the "Just sold my car to WeBuyAnyCar" jingle!
- Incorporate right-brain features
Advertisers need to incorporate right-brain features into audio campaigns that make ads interesting and enjoyable to everyone, not just those in the “buying mode”. Characters, a sense of place, story unfolding, dramatic intimacy, and music with discernible melody are the right-brain audio features that build longer-lasting memory structures.
- Create with the listener in mind
It needs to be clear who an ad is for. Listeners prefer to know which brand is speaking, don’t be shy. Make your ad relatable by starting with a creative strategy that solves a consumer problem or goal, or includes a customer insight. Focus most of the limited airtime you have on the narrative and branding to stimulate a stronger emotional response, whilst trying to limit excessive details like terms and conditions where possible.
- Be distinctive
It’s important for audio ads to be distinctive, i.e., sounding different from other brands but consistently sounding like themselves. Ensure audio ads don’t follow category norms for the sake of it but follow their brand’s own distinctive style consistently to get more attention and elicit high emotional intensity.
- Embrace the power of music
Music is the gift that keeps on giving in audio advertising. This is because it increases engagement and emotionalintensity. Use music with melody to help carry the pace of the ad, not as an afterthought. Or create catchy brand-owned melodic assets, that we’ve shown stand the test of time.
- Use a strapline
Ensuring audio ads are consistent with ads across the marketing mix boosts long-term effectiveness by extending campaigns and building stronger memory structures. Well-known straplines trigger brand recognition without decreasing emotional intensity.
- Brand early and often
Without the advantage of visual cues, introducing the brand’s distinctive audio assets (e.g. music, characters, etc.) earlier in the ad, ideally within the first few seconds and maintaining fluency throughout, can help listeners process the wider ad content/message more effortlessly. This can help enhance both short-term and long-term ad effects.