A new report from Veritonic suggests that as more podcast creators add video elements, they would be well-advised to remain focused on the audio. The study finds that half of podcast listeners report interacting with a brand’s sound identity more than with its visual logo. And 58% say a brand’s sound identity is more memorable to them than a visual component.
Veritonic CEO and Founder Scott Simonelli says the reason audio creates a bigger memory stamp on podcast consumers versus the video option is not known for sure. But past research points to one conclusion.
“We can’t say with 100% certainty, but it could play into the theory that audio often evokes emotions more effectively than visuals,” Simonelli says. “Voice, tone, music, and sound effects can convey feelings that resonate with listeners, making brands more memorable.”
The survey of 375 individuals also shows 51% of podcast listeners report that a brand’s sound identity impacts how they feel about a brand, more than its visual identity. And nearly two-thirds (64%) say that they feel more connected to the brand when it has a sound identity versus brands that only have visual logos.
Host-reads are among the sought-after podcast ad formats, with many marketers finding they are more effective than produced spots. But host-read ads typically don’t have any audio or visual elements other than a host’s voice. While no brand audio identity is front and center, Simonelli says the survey backs up the power of audio on its own as well as the emotional resonance of hearing something rather than watching it.
“Whether it’s a live read with little-to-no production or a more produced audio and podcast ad, audio is all about storytelling and what consumers associate with that narrative,” Simonelli says. “The affiliation of a brand or product to a podcast host that consumers feel deeply connected to may capture more attention and be more memorable than a visual ad or identity alone.”
The survey comes as some podcasters make the leap to video, and many advertisers follow them along. That could be a wise media-buying strategy, according to Veritonic’s survey, which shows 64% of podcast listeners say that they will recognize a brand more if it uses the same sounds across advertising channels, including YouTube, TV commercials, podcast ads, streaming audio, and radio ads.
“Consider all means of distribution. Understand that whether it’s audio-only or audio and video, consumers are increasingly engaging with podcasts and audio content and will consume their favorite shows via the channel that works best with their lifestyle and schedules,” Simonelli says. “Additionally, don’t assume that your audio identity is defined only by your audio logo. In-app and product sounds are just as important to the consumer experience and have a profound impact on the memorability of your brand.”
The survey finds nearly two-thirds (64%) of podcast listeners report that the sounds they hear when using a product or app — whether it is button presses, notifications, alarms, or jingles — have a profound impact on their experience using that brand, service, or product.
Download the data HERE.
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