Study Finds Personalized AI-Generated Ads More Effective

RADIO ONLINE | Wednesday, March 6, 2024

Veritonic

Instreamatic has revealed the results of third-party research that analyzed the performance of both generic and personalized AI-generated audio ads compared to a control group exposed to neither. The study was performed by audio research and analytics platform, Veritonic, on a campaign run by dentsu for Intel. The audio ad campaign focused on the high-performance Intel Evo Edition laptop brand and measured brand awareness, brand favorability, purchase intent and memorability.

The study surveyed three audiences: one exposed to listener-personalized AI-generated audio ads, one exposed to generic AI-generated audio ads, and a control group not exposed to ads. Ads were inserted into streaming radio and podcast listening environments, and the same audience hearing those ads was recontacted and surveyed 48 hours later to measure key brand metrics.

Veritonic's study results indicate a consumer readiness for AI-generated audio ads, with both generic and personalized AI ad variations outperforming the control group. Audio ads with personalized, context-driven creative also decisively outperformed those with generic creative. Among the quantitative conclusions from the study:

• Personalized ads increased brand favorability by a staggering 18-22 percentage points. While generic AI-generated creative increased brand favorability by 9% over those not exposed to the campaign, personalized AI-generated creative across all platforms drove significant brand favorability lifts as high as 22 percentage points. Additionally, 62% of those exposed to personalized ads reported they were likelier to think favorably of a brand that personalizes its message.

• Personalized ads boosted purchase intent by 15-18 percentage points. By comparison, generic AI creative drove a 3% increase. Additionally, 60% of those exposed to the personalized AI campaign reported being more likely to consider purchasing from a brand offering personalized ads.

• Listening to personalized ads increased brand awareness by 6-12 percentage points. Additionally, 73% of those hearing personalized AI-generated ads reported being more likely to pay attention to ads personalized just for them.

Instreamatic's AI-fueled audio ad technology provides voice AI capabilities that allow agencies and brands to generate entire campaigns from a single original voice sample and script. Instreamatic's platform identifies parameters unique to each listener's current environment, enabling contextual audio ads to include hyper-personalized details.

The study also showed how AI can be strategically used to generate better campaign results with a fraction of the time and cost expenditures required by traditional audio ads. Where a single traditional audio campaign creative would require extensive studio costs and 4-6 weeks to produce, Instreamatic's platform can prepare that same ad in three minutes.

"The Veritonic study confirms that audiences are much more receptive to engagement efforts-including those built intelligently and respectfully with AI-that value them as individuals and speak to their specific lives and needs," said Instreamatic CEO Stas Tushinskiy. "We're proud of our work with Intel and dentsu and look forward to enabling more brands to usher in this new era of more personal and effective audio advertising."

"We are proud to provide Instreamatic, dentsu, and Intel with insightful and actionable data that underscored the power of personalized audio ads," added Veritonic CEO and Founder Scott Simonelli. "Brands today are continuously challenged to cut through the noise across a wealth of platforms. By creating personalized, relevant ads, their message will not only reach but resonate with their target audiences, contributing to an increase in meaningful brand awareness and engagement."