The Results Are In: Radio and Audio Advertising Outshines Video in Brand Marketing

In a recent groundbreaking study, media agency network Dentsu joined forces with Lumen Research to delve into the realm of audio advertising. They meticulously measured listener attention across various audio formats and environments, spanning podcasts, radio, and music streaming. The results are nothing short of astonishing: audio outperforms video when it comes to capturing people's attention and enhancing brand recall.

In this blog post, we shine a light on about the underestimated channel of radio and audio advertising, with some eye-opening statistics to share.

In the fast-paced world of digital advertising, we often find ourselves dazzled by the allure of video campaigns and display ads. Yet, there's an underutilized media channel that's been patiently waiting in the wings - audio advertising - and it's time we shine a spotlight on it.

The Power of Listener Attention

The study, released by Dentsu, revealed that audio advertising, which includes podcasts, radio, and music streaming, excels in captivating audiences compared to other advertising platforms. Here are some key findings:

1. Correct Brand Recall: On average, a staggering 41% of audio ads achieved correct brand recall. This impressive result eclipses the 38% norm for other advertising formats studied by Dentsu.

2. Brand Choice Uplift: Audio ads flexed their muscles here as well, with a 10% boost in brand choice. This figure nearly doubles the Dentsu norms of 6%.

3. Listener Attention: To gauge the impact, Dentsu and Lumen used a metric called attentive seconds per thousand impressions (APM). In the world of audio advertising, APM stood at a formidable 10,126. That's over 50% higher than the Dentsu norms of 6,501 APM.

A Paradigm Shift in Advertising

The implications of this study are profound and should serve as a wake-up call for marketers. It's a game-changer for marketers seeking to maximize their ROI. While video and display advertising have their place, radio and audio advertising are emerging as potent tools for capturing audience attention and fostering brand recognition.

Doug Rozen, CEO of Dentsu Media Americas, underscores the significance of this research: "Dentsu has been pioneering attention research via our Attention Economy for more than five years, codifying, longer than anyone else, the value of engagement in video and display channels. Now, we're thrilled to unlock new insights on attention in audio—a meaningful first for the industry."

This study empowers branding and marketing consultants to provide their clients with tangible evidence of the value of audio, alongside video and display ads based on genuine engagement metrics that drive growth. It's time to rethink your marketing strategy and consider allocating more ad dollars to the potent world of audio advertising.

In conclusion, as the digital advertising landscape continues to evolve, it's essential to adapt and explore all avenues for reaching your audience effectively. With radio and audio advertising showing remarkable results in capturing attention and boosting brand recall, it's an opportunity no brand should miss. It's time to amplify your message through the airwaves and reap the rewards of audio marketing.

Dene Menzel is the Founder and Creator of strategic brand engagement agency Branthem which creates signature music and sonic design for brands to amplify customer journey touch points.

#AudioBranding #MarketingMagic #BrandIdentity #RadioAdvertising #RadioMarketing

Make Your Brand Stick With The Right Phone Hold Music

The next time a customer calls your business, what would it mean to your business to keep your customer on the line, but to have your brand front of mind long after they hang up the phone?

In this blog, we explore phone hold music as a crucial touch point in the customer journey and the way that choice of music can effectively motivate or deter your next customer from staying on the line long enough to translate to a sale.

Last Christmas Eve I was on hold with Big W for over an hour and a half to track down a Nintendo Switch for my 11-year-old tweenager - along with a hundred other crazy parents.

While I was peeling a bunch of prawns in the kitchen, I popped my phone on speaker, happily tapping and humming away to the Turtles' “Happy Together” - Big W’s brand song until Jake from tech finally picked up the phone.

Would I have hung up earlier? Maybe, maybe not, but having the music in the background made it a nicer experience. If you don’t believe me, try an hour and a half on hold to speak to the ATO - doesn’t nearly ooze the same level of feel-goods, I can assure you.

In fact, as a side note, at this very moment, I have the Big W song in my mind again (and maybe now it’s playing in your ears too). Well played, Big W. Well played.

So at this point, you may agree that music - or even - the right music - can help improve the customer experience and keep customers engaged while they wait on the phone, and even make your brand memorable - in a good way - long after your customer hangs up the phone.

Today's options for adding music to your phone hold service - depending on your budget - range from free generic-stock instrumentals right through to the ridiculously expensive licensing of popular copyrighted music.

For growing SMEs, especially those brand-proud businesses who are growing and want their brands to be seen, recognised and remembered, the generic stock music option feels forgettable, while the ridiculously priced pop music can be way out of the budget.

A Branthem (brand anthem) is an innovative and affordable music branding option, and unlike generic stock music or copyrighted music, is strategically composed for your brand, with your target audience in mind, and exclusive to your brand, making it more relevant, recognisable and memorable to your customers over the longterm.

Able to adapt to multiple audio-inclusive platforms including phone hold messaging, Video (Facebook, YouTube, TikTok, Insta), podcasts, advertising (tv/radio/cinema) live events, presentations and more, Branthem is a branding game changer for small to medium-sized business.

So the next time a customer calls your business, what would it mean to your business to keep your customer on the line, but to have your brand front of mind long after they hang up the phone?

What is a Branthem?

To learn more, visit www.branthem.com.au

Dene Menzel is the Founder and Creator of strategic brand engagement agency Branthem which creates signature music and sonic design for brands to amplify customer journey touch points.

Are Businesses Really That Different To Rock Bands?

Rock bands and businesses may seem like two completely different things, but in reality, they share many similarities. Both involve groups of people working together towards a common goal, relying on each other's strengths and expertise to create something greater than the sum of its parts.

In this blog, we will explore the similarities between rock bands and businesses and how understanding these similarities can help improve business in any setting.

Communication

Effective communication is crucial for both rock bands and businesses. In a rock band, musicians need to communicate with each other to ensure they are playing in the same key and tempo. Similarly, in businesses, team members need to communicate with each other to ensure they are working towards the same goals and objectives. Clear communication helps to avoid misunderstandings and ensures everyone is on the same page.

Role Clarity

In a rock band, each musician has a specific role to play. The drummer keeps the beat, the guitarist plays the melody, and the bassist provides the rhythm. In business, each team member has a specific role to play as well. This ensures that everyone is contributing to the team's success and prevents duplication of efforts. Understanding one's role within a team ensures that everyone is working towards the same goal and not stepping on each other's toes.

Trust

Trust is essential in both rock bands and businesses. In a rock band, musicians need to trust each other to stay on beat and in tune. Similarly, in businesses, team members need to trust each other to complete their tasks and meet their deadlines. Without trust, collaborations and teams can break down quickly.

Flexibility

Both rock bands and businesses require flexibility. In a rock band, musicians need to be able to adjust their playing to match the rest of the group. Similarly, in businesses, team members need to be able to adapt to changes in the project, market, or business. Flexibility allows collaborations and teams to adjust to new challenges and opportunities, ensuring success in the long run.

Feedback

Finally, both rock bands and businesses require feedback. In a rock band, musicians need to provide feedback to each other to ensure they are playing in harmony. In businesses, team members need to provide feedback to each other to ensure they are meeting expectations and contributing to the team's success. Feedback is essential for improvement and growth in both settings.

In conclusion, rock bands and businesses share many similarities, including communication, role clarity, trust, flexibility, and feedback. By understanding these similarities, individuals and teams can improve their teamwork skills, leading to greater success and achievement. So, the next time you're listening to your favourite rock band, remember that their success is due in part to the same skills that drive successful business in any setting.

Dene Menzel is the Founder and Creator of Brand Jam music team-building, turning businesses into bands for a day.