Neuroscience research finds distinct advertising differences across audio, radio and podcasting
New ARN Neuro Lab research looks into the distinctive advertising impact of the three key audio channels Sample from the new ARN Neuro Lab research
Radio, podcasting and music streaming are distinctively processed by consumers, leading to differences in their strengths and effectiveness as advertising channels, a new neuro research study claims.
The fresh research, which has been conducted by neuroscience specialist, Dr Shannon Bosshard, in partnership with Australian Radio Network’s Neuro Lab, sought to understand how consumers’ brains respond different to distinct audio formats, and the impact advertising has in each of them. To do this, it analysed more than 40,000 datapoints every second across the different audio formats and mapped brain activity of people engaging with both audio content and advertising.
IAB: Podcasting and streaming now embedded in audio advertising mix
The latest survey finds streaming audio and podcast advertising growing leading to better diversification and use of creative in audio advertising
Advertising Audio State of the Nation Report Wave 5.
The fresh report found 69 per cent of media agencies now reporting streaming digital audio advertising as a significant or regular part of their activity and 36 per cent report podcast advertising as a significant or regular part of their activity.
“While there were those who held all spend throughout the year, most people invested in various types of streaming and podcasting over the year, although it did look very different to the usual way,” said IAB Australia CEO, Gai Le Roy, when discussing the results at an IAB Audio Summit this week.
IAB: 81% of media agencies use streaming digital audio advertising mumbrella.com.au - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from mumbrella.com.au Daily Mail and Mail on Sunday newspapers.
BY
Marija Mrvosevic ON 16 March 2021 4 min read
The ‘Advertising Audio State of the Nation Report Wave 5’ was just released at IAB’s Audio Summit. The data it gathered shows that 69 percent of media agencies consider streaming digital audio ads a major part of their activity.
The Interactive Advertising Bureau (IAB) is a trade association for online advertising. The report is a collaborative industry project, supported by industry body Commercial Radio Australia. Fieldwork was conducted by independent research company Hoop Group across December 2020 and January 2021 with 222 respondents.
Here are more significant findings from the Audio Summit:
With 68 percent of ads going into streaming audio, a bigger portion of the remaining percentage, 36 percent goes into podcasts.