Purpose:
Measurement of 1,260 EFFIE award winning campaigns to determine what happens when audio is part of a marketing campaign and what happens when it's not regardless of geography and industry.
Key Findings:
Campaigns using audio were 75% more likely to generate profit, 81% more likely to build trust, 81% more likely to increase price insensitivity and 19% more likely to acquire customers.
Key Takeaways:
- Audio consistently improves campaign performance regardless of market or industry.
- Audio drives measurable business outcomes - not just awareness, but profit, trust, acquisition and pricing power.
- Audio becomes even more powerful when paired with emotional creative and distinctive brand assets such as sonic logos, jingles, consistent voice, characters, etc
- Consistency matters. Brands that commit to recognizable creative with frequency and over time generate stronger long-term business results.