Best Ad Practices: Say The Brand Name Early And Often

The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing: ABX, Veritonic, and Sensory Logic.

The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants like Les Binet, Peter Field, Alice Sylvester, Bryon Sharp, Leslie Wood, Paul Feldwick, Jenni Romaniuk, and Orlando Wood, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices.

Findings from the report are outlined in this week’s blog:

• The jobs of marketing: Converting existing demand and creating future demand
• The first five seconds matter: Say the brand early and often

• Don’t get caught up on spot length: While longer ads do perform marginally better, in the grand scheme of audio creative, the length of an ad is a minor factor in effectiveness
• The fewer messages, the better the advertising recall
• Use consistent creative with a unified message across different media.

• Leverage the appeal and trust of AM/FM radio personalities and podcast hosts

• Host-read ads perform best and drive likelihood to seek information, purchase, and recommendation intent

Click here to view a 10-minute video of the key findings.

Click here to view or download Cumulus Media | Westwood One Audio Active Group®’s full guide to Audio Creative Best Practices.