Sounding out advertisingSounding out advertisingSounding out advertisingSounding out advertising

The impact of audio in advertising

Sound investments, IAB event

Laura ChaibiLaura ChaibiLaura ChaibiLaura Chaibi

Director of Research, EMEA

May 2012May 2012May 2012May 2012

Role of audio onlineRole of audio onlineRole of audio onlineRole of audio online

sounding outsounding outsounding outabout ad testing and

formats

about ad testing and

formats

about ad testing and

formats

Audio impact Audio impact Audio impact striking a consumer/advertiser

balance

striking a consumer/advertiser

balance

striking a consumer/advertiser

balance

60%40%

‘I will stop what I’m doing and

turn onthe sound on a video clip’

‘I will stop what I’m doing and

turn onthe sound on a video clip’

Audio: the true lean forward indicator

25% disagree

36% undecided

39% agree

Source: Yahoo! Shortcast research, Q16.9 Please indicate how much you agree or disagree with the following statements. –

I will stop what I am doing to make sure I turn on the sound to listen to the audio on a video clip

Why we care about audio.... $15m impact

Source: Craig Inglis, Marketing director, John Lewis – media 360 conference May 2012

The ProcessThe ProcessThe ProcessThe Process

Online survey Online survey Online survey Online survey

demos of control demos of control demos of control demos of control creativescreativescreativescreatives

Feedback and evaluationFeedback and evaluationFeedback and evaluationFeedback and evaluation

Scores Scores Scores Scores normalisednormalisednormalisednormalised to country normsto country normsto country normsto country norms

Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”

Focus on format not creativeFocus on format not creativeFocus on format not creativeFocus on format not creative

Demonstration + interactionDemonstration + interactionDemonstration + interactionDemonstration + interaction

Metric mapping to work out Metric mapping to work out Metric mapping to work out Metric mapping to work out

relative “acceptability”relative “acceptability”relative “acceptability”relative “acceptability”

Further testing on debatable formatsFurther testing on debatable formatsFurther testing on debatable formatsFurther testing on debatable formats

Testing beginsTesting beginsTesting beginsTesting begins Evaluation constructedEvaluation constructedEvaluation constructedEvaluation constructed

low impact

high intrusion

high impact

high intrusion

high impact

low intrusion

low impact

low intrusion

impactimpactimpactimpactimpactimpactimpactimpact

intrusionintrusionintrusionintrusionintrusionintrusionintrusionintrusion

‘tag along formats’ & interstitialsPremium in-page real estate

(high SOV)

Video footers and MPU derivatives In page / in stream expandables

high impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impact

high intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusion

FP Simple Takeover

FP MPU + Pushdown

FP MPU + Floating

FP Video MPU

FP Sliding Room

FP Simple Takeover + Floating + Skin

Expandable MPU

Masthead Pushdown + MPU

FP MPU + animated wallpaper

Floating Tandem

O&O Takeover + OPA Pushdown

FP MPU + floating + animated wallpaper

Standard Tandem

OPA Pushdown

Standard MPU

FP MPU + Colour Change

FP MPU + Skin

MPU Break

Video Break

Super Video Wall

Login Ad

Video Login Ad

Super Skin

FP Simple Takeover + anim. wallpaper

Auto Video Wall

FP Video Background

FP shuffle box

Pullover

Movies Takeover

Takeover Break

Floating Video Overlay

FP MPU + Masthead + Skin

FP MPU + Masthead

Pernament Video Footer

FP Super Video

The Arch + Clickable Wallpaper

Auto FP Screening Room

FP MPU + Masthead Video Pushdown

Permanent Video Footer (Network)

Sticky Sky

Reverse Expandable MPU

Billboard

FilmstripFP MPU + Moveable Video

Brand Wrap

Anchor

Video Wall (roll over)

Auto FP Sliding Room

Full page overlay experience

Banderole

Brochure 3D

Frontpage Billboard

Devil

FP Halfpage Ad

FP MPU + Paralax Skin

Standard Arch

Arch + Floating

Arch + Video Wall

-2.0

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

-3.0 -2.0 -1.0 0.0 1.0 2.0 3.0

Ad with audio

high impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impact

high intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusion

LOGIN AD

VIDEO LOGINVIDEO LOGINVIDEO LOGINVIDEO LOGIN

Sound off:

• Equal brand awareness

• 30% recall seeing brand advertised

• 2x more likely agree ‘don’t know’ on ad recall

• 25% vs. 12%

Sound off:

• Equal brand awareness

• 30% recall seeing brand advertised

• 2x more likely agree ‘don’t know’ on ad recall

• 25% vs. 12%

Impact on branding – A/B test - automotive case study

Source: Yahoo! A/B audio testing Feb 2012

Sound on:

• +22% recall ad awareness

• 63% vs. 51%

• Over HALF liked ad if they can turn it on/off

• 3 in 10 liked the audio

Sound on:

• +22% recall ad awareness

• 63% vs. 51%

• Over HALF liked ad if they can turn it on/off

• 3 in 10 liked the audio

Source: Men Behaving Digitally April 2012: vH2. Can you select which features of an online advert shown below are most likely to catch your attention?Sample 2300 UK respondents

3rd music

/ sound

Mums: sound most important after deals / humour

2nd humour1st deals

Striking a consumer / advertiser balanceStriking a consumer / advertiser balanceStriking a consumer / advertiser balanceStriking a consumer / advertiser balance

For advertisersFor advertisersFor advertisersFor advertisers

higher ad recall +20%

Intrusion +45% with auto sound

Ensure video + audio strong enough as stand alone

Visuals encourages lean forward behaviour

Audio impacts sales (John Lewis)

For consumersFor consumersFor consumersFor consumers

60% have sound on usually

<75% turn sound on when relevant

17% send to self later to hear items

3rd important feature for mums

72% expect sound on with prerolls

Give consumer control

NOT defining ad intrusion*

* Click to play