Unleashing the Power of Sound: Unveiling the Untapped Potential for Optimal Ad Engagement

Viewers tend to remain engaged while watching TV, but their attention wanes when it comes to ads. However, recent research suggests that even though consumers may be easily distracted, there are strategies to enhance the effectiveness of advertisements and captivate their interests.

The results of a study conducted by Thinkbox on distraction and ad effectiveness show that audio jingles and music can enhance cut-through even when viewers are visually distracted. Dr. Alastair Goode, a cognitive scientist from Gorilla In The Room, collaborated with Thinkbox on this research and presented the findings at a recent event.

He and his team conducted a series of experiments aimed at measuring the influence of different distracting activities on ad awareness and retention. Their main discovery was that although these activities do have a negative impact on ad awareness, there still remains ample attention for ads afterwards.

The team's research, carried out in real-life settings to enhance result accuracy, also revealed that activities such as talking and using social media, which require a higher level of attention, consumed more cognitive capacity and were more distracting compared to simultaneously listening to music.

Audio-video

According to Professor Polly Dalton, a psychology professor at the Royal Holloway and University of London, auditory perception is a sense that operates over time, as our speech is also time-based. In contrast, visual perception can extract a wealth of information from a single static image, showcasing its impressive spatial resolution.

“There is a fascinating distinction in the setup regarding the fundamental nature of sensory information, which likely influences subsequent memory and processing.”

Although this seems logical, the team discovered that distractions affecting one sense also affected the others. Goode explained, "We initially believed that visual distractions would only interrupt visual attention, and auditory distractions would only interrupt auditory attention. However, a wide range of visual and auditory distractions interrupted both visual and auditory attention. Thus, hearing something interrupted visual attention, while looking at something disrupted auditory attention."

The research highlights that advertisements that excel in one aspect may not necessarily be effective in all areas. For instance, Nike proves to be visually impactful but falls short in terms of audio effectiveness. On the other hand, Tiffany faces the opposite issue.

In terms of Just Eat, the study reveals that its ads featuring a memorable jingle were more likely to be remembered by the participants. Similarly, advertisements utilizing licensed music also had a higher recall rate.

Geoff de Burca, the chief strategy officer for EssenceMediacom, emphasizes that marketers should shift their focus from solely relying on initial focus testing results in controlled environments, to considering the context in which ads will actually be consumed. He notes that agencies typically review and analyze advertisements in isolated rooms with clients, but in reality, these ads will be viewed in a distracted manner. Therefore, it is crucial for marketers to plan and strategize for this level of distraction.

Multisensory

Goode advocated for a multisensory approach to enhance creativity, incorporating attention-grabbing visual elements and audio aids for improved memory and recall. The panel also recognized the qualitative evidence supporting the amplifying impact of multichannel campaigns, where both audio and visual effects reinforce each other over time.

Additionally, the findings of the research have implications for ad planning and purchasing. Mark Barber, the planning director at Radiocentre, referred to a set of live experiments conducted by Autoglass, a company known for its catchy, brief jingle.

Even when the ad was played in every single ad break on radio, the company discovered that audiences still had the same level of tolerance for the jingle overall. This suggests that well-crafted audio creative can help alleviate concerns about the frequency of ads. However, it should be noted that ads are often simply tolerated by audiences rather than actively enjoyed.

According to Barber, distractions are plentiful, and frequency may be beneficial in this regard. He pondered on the amount of frequency needed to effectively convey a piece of information. Additionally, frequency can be used as a gentle nudge to establish the message, followed by periodic reminders further down the line to ensure it stays fresh in people's minds.

Great audio creative, then, is not merely a nice-to-have for TV ads. For brands, the need to give consideration to their sonic branding is as great as the need to have great visuals.