Audio Active Group Study: Audio Creative Best Practices

RADIO ONLINE | Monday, July 25, 2022 | 1:44pm CT

Cumulus Media

The Cumulus Media | Westwood One Audio Active Group has tested hundreds of audio ads over the years working with the experts in creative testing: ABX, Veritonic and Sensory Logic. The findings from those tests, along with marketing effectiveness and creative strategy work from Les Binet, Peter Field, Alice Sylvester, Bryon Sharp, Leslie Wood, Paul Feldwick, Jenni Romaniuk and Orlando Wood have been combined to form Audio Active Group's Audio Creative Best Practices. Findings from the report are outlined in this week's blog.

• The jobs of marketing: Converting existing demand and creating future demand

• The first five seconds matter: Say the brand early and often

• Don't get caught up on spot length: While longer ads do perform marginally better, in the grand scheme of audio creative, the length of an ad is a minor factor in effectiveness

• The fewer messages, the better the advertising recall

• Use consistent creative with a unified message across different media

• Leverage the appeal and trust of AM/FM radio personalities and podcast hosts

• Host-read ads perform best and drive likelihood to seek information, purchase, and recommendation intent