To create ads with emotion, you need right-brain elements, write Westwood One; Pierre BourvardSystem1, the creative measurement firm, has tested hundreds of thousands of ads across all media. Their research finds campaigns with right-brain elements drive the strongest share growth for the marketer.
Emotion-based campaigns generate greater brand equity, according to Les Binet and Peter Field, the godfathers of marketing effectiveness.
Brand early and often: Most podcast ads don’t say the name of the brand enough and don’t say the brand slowly
According to Bouvard, the rule of thumb is 5 brand mentions in a 30-second ad. Sixty second ads should feature at least 9+ brand mentions. Prune out the endless features and say the brand name more often. Say the brand name slowly. Spell the name out. A lot of firms that advertise in podcasts have very odd names. Spell the name out slowly.
Brand early and often: Start every podcast ad with the name of the advertiser
It’s shocking that in some ads the brand does not show up until about 20 to 25 seconds into the ads! Ouch! The brand needs to appear in the first two seconds.
Here’s a simple best practice. Begin the ad with the brand name.
Most ads spend 20 seconds explaining some problem. Then the brand as hero comes to solve the problem. Too late. Start with the brand name. “Kardia, the heart monitoring app, has a lifesaving stat for you…”
Anchor your brand to a category: Despite being well advertised and famous, O’Reilly Auto Parts includes their category in their jingle. Their jingle ends with “auto parts!”
You have to say your name a lot and the category you are part of. This helps the listener who is unfamiliar with your firm learn what you do.
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