The sound of marketing: New report highlights use of audio as creative resource

14/11/2018

Audio communication is underused by most brands and advertisers, despite podcasts, audiobooks, music streaming, voice assistants and even voice notes quickly gaining in popularity and becoming more heavily integrated into our day to day lives. A new report looks into the ways sound can enhance marketing campaigns.

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The report, called ‘Tuning into sound: the under-used creative resource’ from Neuro-Insight, draws on many years of neuroscience expertise, combined with brand new research, to demonstrate and advise on the powerful and often subconscious impact of sound in an ever-changing media landscape.

With audio media including voice assistants, podcasts, audiobooks, music streaming and even voice notes gaining increasing prominence, the report explores the potential for change in the balance between audio and visual media - weakening the dominance of what we see over what we hear.

The report covers some of the ways in which sound can act as a fundamental asset in a piece of communication and details new thinking about how to use sound in media planning and creative execution.

Heather Andrew, CEO of Neuro-Insight UK: “Despite shifting trends, many brands continue to heavily prioritise visual communication and are failing to truly leverage the potential of sound. All brands can benefit from sound; marketers and agencies who tend to overlook it as a creative tool are missing out on a crucial dimension of branding. The report is our response to that challenge, and will help marketers leverage sound when building brand identity, developing creative executions and delivering media impact.”

Neuro-Insight is hosting an event to launch the findings and discuss the subconscious impact of sound at 18:00 on 12th November at The Underdog. The event will feature three industry-leading speakers including Lindsey Clay, CEO of Thinkbox, Jeremy Pounder, Futures Director at Mindshare and John Zweig, Global CEO of Neuro-Insight. The three speakers will talk about the effects of music in great TV advertising campaigns, the impact of gender on our responses to ‘voice’ and how non-verbal understandings and cues can be used to co-create artistic sound.

The full report can be found here.

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