In this episode of Advertising Amplified, System1’s Andrew Tindall and Radiocentre’s Head of Insight Donna Burns talk to Omar Oakes about the significant role of emotion in audio advertising.

The discussion highlights findings from the Listen Up! study, revealing that radio is as effective as television in creating long-term brand impact. The episode delves into the importance of emotionally engaging ads, using right-brain creative features like music, storytelling, and distinctive characters.

Key takeaways include the benefits of consistency, branding early and often, and creating memorable, emotionally-charged ads to influence long-term behaviour.

Highlights

00:41 The Power of Emotion in Audio Advertising

01:06 Insights from the Listen Up! Study

01:57 The Impact of Audio Environments

02:54 Research Findings on Radio and TV

03:46 The Importance of Emotional Response

06:19 Sonic Branding and Distinctive Assets

14:22 The Right Brain vs. Left Brain Approach

18:15 Best Practices for Effective Audio Ads

28:47 The Role of Music and Consistency

31:05 Building Brand Trust in Radio

32:48 Conclusion and Key Takeaways

Read Listen Up! here: https://www.radiocentre.org/our-research/listen-up/