Studies by Nielsen and other research firms have shown ad creative to be one of the most important factors for influencing behavior and driving sales. A new report from Audacy offers five tips from radio commercial production pros on how to make audio creative that’s “really freaking great.” Here’s a summary of what its freshly released “State Of Audio” report calls “creative cheat codes.”
Great Ads Are Built Like The Perfect Puzzle
Dissecting a high performing 30-second spot finds the first seven seconds (:00-:07) are devoted to the hook – where the ad captures attention with a question or claim that grabs the listener’s attention. “You only get one chance to make a first impression, and in the age of TikTok, that chance is fleeting,” the report notes. A brand mention is essential in the first 3-5 seconds, with at least four more mentions included in the balance of the spot. “This keeps your brand front and center, and activates positive connections in our brain,” Audacy says. Purchase intent rises 4% when ads contain four or more brand mentions.
After the hook, comes the pitch (:07-:20), which articulates a clear value proposition. That could be savings (think GEICO), innovation or another unique benefit or characteristic of the product or service. Finally, and importantly, is the call to action (:20-:30). “CTAs that encourage listeners to take a specific action will see stronger performance,” the report states. Forget about those long easily forgettable custom phone numbers and focus on the client location (online or physical) and repeat your call to action.
Sound Design Is On Point
Using sound to create emotional resonance involves more than a simple music bed. Layered sound design can take listeners to a time and place that connects them to the message. Think theater of the mind. “This is where audio does what visuals can’t – its takes storytelling to another level.” An ad for a Los Cabos vacation begins with the sound of relaxing waves on a beach, before sounds of a jet ski are added, then authentic island music, a beer pouring and the sounds of dishes and cutlery. The simple pitch is saved for the very end of the spot.
Put Us In A Good Mood
Beyond grabbing their attention, top performing commercials put the listener in a good mood. Spots with a healthy dose of warm fuzzies drive higher ad recall and purchase intent. “Don’t be afraid to experiment with your audio creative to build emotional resonance,” the report suggests. “Messages that tell a story, introduce characters and infuse humor to make us laugh create strong emotional connections.” Research backs up this approach. According to 2022 analysis by audio analytics and research platform Veritonic, the top 50% of assets with the highest likability score on average scored 12% higher on intent.
Stand Out With Sonic Branding
What was once a secret weapon for early adopters has become practically “de rigueur” for scores of major advertisers, from insurance carriers to credit cards to snack chips. Audio logos, brand anthems, jingles – whatever you want to call them not only identify the brand, they affect how consumers make decisions. According to a 2022 study by Veritonic, sonic branding increases ad recall in radio ads by 17% and in podcast ads by 14%. Just as important, these mnemonic devices boost purchase intent in radio ads by 6% and in podcast ads by 2%.
The Message Matters
When it comes to choosing a male or female voice for an ad, the research suggests the specific gender does not matter as much as having a dialogue with multiple voices, regardless of gender. “That back-and-forth banter really holds our attention—and increases recall by 10%,” the report says.
Creative rotation is said to be just as important, with two to four pieces of creative used to best to match the needs of the audience segments. The report also suggests personalizing the ads for location, the target demo’s tastes (when picking the music bed) and for the platform they’re running on: “Radio ads are designed to grab attention from distracted audiences, while podcast audiences prefer ads that seamlessly blend in with the stories and hosts they love.”
Download the “State Of Audio: Level Up” report HERE.