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ARN's Neuro Lab investigates power of radio engagement for advertisers 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.
The ‘Sound You Can See’ research studied how the brain processes radio, podcasting and music streaming. Its findings, ARN said, show that people process them as fundamentally different products, which offers advertisers unique opportunities to promote their brands across each medium. It’s part of a series to reshape the way the industry understands and uses audio advertising. The ‘Sound You Can See’ study claims radio has an unrivalled ability to engage listeners, and to do so for extended periods. It said radio ads cause 60% more neural engagement than other audio formats, keeping the “brain on its toes”. Comparatively, podcasting provided an environment primed for high levels of memory encoding, and music streaming’s relative strength was creating strong positive attitudes towards brands. ....
ARN launches audio research hub, Neuro Lab Australian Radio Network (ARN) has launched ARN Neuro Lab – an offering it is dubbing “the first in-house media research initiative of its kind in Australia”. The ARN Neuro Lab will be led by research and neuroscience specialist Dr Shannon Bosshard and ARN’s director of research and insights Justin Stone. It will focus on conducting studies and presenting findings to deliver practical ways for commercial partners to maximise impact and connection using audio.Its aim is to get a better understanding of consumer behaviour and provide new insights about the power of audio to inform better content creation, audience connection and commercial investment. ....
December 16, 2020 10:36 Australian Radio Network (ARN) has launched an in-house media research unit to study how advertisers can take advantage of audio. The radio company said the ARN Neuro Lab can be accessed by clients to assess and optimise the creative impact of radio, music, and podcasts. “The launch of the ARN Neuro Lab reinforces our ambition to be the leaders in defining audio,” ARN CEO Ciaran Davis said. “It’s the first in-house media facility of its type in Australia and demonstrates our commitment to helping our commercial partners maximise the impact of their investment in audio while arming ARN with a better understanding for how radio, music and podcasts can be used together to meet the audio needs of all Australians.” ....