Audacy Study Reveals the Optimal Frequency to Engage Audio Users

According to the research exposing audiences to audio messages consistently and frequently offers benefits to both the listener and the advertiser because it increases immersion a term that refers to attention plus emotional connectionThe study was conducted by Alter Agents in partnership with Audacy and Spark Foundry Representatives of those two companies and Audacy took part in the webinar which was moderated by Audacy CMO Paul Suchman Panelists included Devora Rogers Chief Innovation Officer Alter Agents Adam Weiler Executive Vice President Data Technology Analytics and Insights Spark Foundry and Idil Cakim Senior Vice President Research and Insights AudacyAudio advertising improves brand equity growth and sales essentially across the sales funnel according to the report quotAd engagement climbs with each audio exposure across industry categories across platforms and across genres Audio advertising worksquot Suchman declared He noted that the report proves that audio seizes attention and encourages retention offering brands engagement and impact that drives consumers to actionBut how much frequency is too much What is the right balance for audio exposure Weiler noted that quotradio as a platform is fairly established as a traditional channel but the audio landscape itself is growing and transformingquot Advertisers now have to think more holistically around context creative and channel while still being able to measure on more traditional metrics such as reach and frequencyThe challenge within the study was to ascertain the right amount of frequency without as Cakim explained quotbombarding the participants with too high frequencyquot The decision was to go with up to 15 frequencies within the limits of the study and then measure variationsCakim said that she expected peaks because she knew that quotaudio was highly immersivequot However quotthe big surprise was how participants became increasingly immersed in a variety of audio messages at increasing frequenciesquot she revealed quotI was expecting a breaking point or drop off but that didn39t happenquotThe study was configured using neuro methodology measured by a smart watch rather than more intrusive traditional tools of neuro measurement such as gel caps and MRIs In this way a more uninterrupted experience by the listener could be achievedRogers explained that the smart watch captured the variable heart rate which is tied to immersion and is a measure of emotional engagement and responsiveness The study also included data that allows researchers to match neuro responses to stated responses from the participants thus blending old and new methodologies togetherquotWe relied on secondbysecond immersion data biometric feedback from the audience to measure creative resonancequot Cakim explained quotAnd we coupled that with surveys that measure key brand effect questions on recall familiarity intention etcquotIt is well known that immersion levels are important because it is highly predictive of a consumer action with an accuracy of greater than 80 The study demonstrated that small differences in immersion can lead to significant changes in behavior Audio noted Cakim quotdeeply holds attentionquotThe study39s key takeaways includedAs frequency increases so does immersion The more you expose people to audio ads the more they become attentive And the content becomes more ingrained This occurred across genres and across audiences quotDeeper and deeper immersion occurred with audio frequencyquot Cakim said quotFrequency in and of itself can be an important tool in helping to understand what an audio plan can doquot Weiler added quotWe saw increased engagement as frequency growsquotAs immersion increases with exposure so do positive brand opinions and brand equity By 15 exposures immersion and brand opinion reach a high point for advertisers quotThe scale for immersion measurement is from one to 100quot Cakim noted quotThe higher the score the more immersed you are in the content We are seeing levels of 59 going past 60 while the average for the industry in advertising immersion is 53 This is a significant differencequotImmersion also drives consumer purchase consideration with immersion scores in the low 60s quotThis helps us to understand that radio is very effective at moving people through the funnel and advancing potential targets on their purchase journeyquot Weiler saidCreative matters The most effective ads were those quotthat explained what was in it for the customer and held attention to the endquot Cakim noted Attention is easier to get at the beginning but hard to hold and sustain until the end of the messageWhat can advertisers especially those who may be new to audio do with all of this informationquotGo big and bold devise a total audio strategy leveraging OTA overtheair and digital platformsquot Cakim said quotAnd don39t be afraid to go to higher frequencies across the board to drive your message home and immerse your audiences in your brandquotClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Audacy Study Reveals the Optimal Frequency to Engage Audio Users

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Charlene Weisler

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