4 Key Components to a Winning Audio Ad - Carney
The Daily Carnage

4 Key Components to a Winning Audio Ad

Boost recall on your radio and podcast ads with these 4 essential components.

  1. Sonic branding. Super sticky auditory stimuli—from short but catchy sound logos to entire brand anthems and iconic taglines—is the most effective way to improve brand recognition.
  2. Music. Ads with on-brand songs, melodies, and jingles are more memorable than those without, driving purchase intent, recall, and enthusiasm.
  3. Voice. Ask not “who?” but “how many?” Interestingly, ads that utilize multiple voices and two-way banter perform better than those with just one voice actor.
  4. Messaging. The key? Get your brand name in the script 4 or more times. Plus, think of this disclaimer boilerplate as an extra creative space. Bonus: aim for :30 in length, unless you’re in the retail industry, which does better at :15.

Check out the full study at Audacity.


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