Report Highlights the Power of Sonic Identity in Marketing

RADIO ONLINE | Wednesday, October 16, 2024

Veritonic

A new report from Veritonic underscores the growing significance of audio in shaping brand experiences, particularly for podcast listeners. The research, conducted through a survey of hundreds of U.S. podcast listeners, revealed that sound is becoming a vital component in the way consumers connect with brands. Notably, 50% of respondents reported greater interaction with a brand's sound identity than with its visual counterpart.

Key findings include:

• Memorability: 58% of podcast listeners found audio elements more memorable than visual components, reinforcing the idea that sound creates a lasting impression.

• Emotional Connection: 64% of listeners felt a stronger bond with brands that maintain a cohesive sound identity across multiple platforms, highlighting the importance of strategic auditory branding.

• Recognition: Another 64% said they are more likely to recognize a brand that consistently uses the same sounds across channels, such as YouTube, TV commercials, and radio ads.

• User Experience: A majority (64%) indicated that the sounds they hear while interacting with products or apps-like button presses and notifications-profoundly impact their overall experience with the brand.

The report emphasizes that as marketers face increasingly mobile consumers, the role of sound in brand identity is more crucial than ever. Veritonic, a leading platform for audio creative testing, aims to help brands optimize their sonic elements for maximum impact, ensuring they resonate with audiences across all listening platforms.