Research Shows Sound Boosts Online Ad Awareness
New research has revealed that adding sound to online advertising can increase brand awareness by anywhere between 15% and 168%.
Three leading advertisers, including Johnson and Johnson, participated in the study that was conducted between July and August 2003. Responses to each brand’s advertising were measured using Dynamic Logic’s AdIndex methodology.
Consumers were asked questions measuring ad awareness and brand favourability, their overall satisfaction with advertising, as well as their general opinions on the use of sound in online ads.
The study, conducted by online group BabyCenter, clearly indicates that consumers who are exposed to ads with sound respond differently than those who are not exposed to sound. Respondents agreed that ads with sound were more likely to “grab attention” and be “more entertaining”.
Commenting on the findings, Andrea Alstrup, vice president of corporate advertising at Johnson and Johnson, said: “We’re always looking for new advertising vehicles that will entertain and educate. This study shows that sound on-line can be effective when it’s used appropriately. And it’s a great fit for Johnson & Johnson because audio really brings our equity alive for the consumer.”
Margaret Hung, director of research at Dynamic Logic, added: “These results are consistent with findings from previous studies that we’ve conducted. Online advertising incorporating sound or motion can be a very effective branding vehicle as long as low frequency levels are maintained.”
New research from the European Interactive Advertising Association recently revealed that the internet is rapidly gaining ground on more traditional media with European consumers now spending more time online than reading magazines (see People Spend More Time Online Than Reading Magazines).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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