What we know about using music in advertising

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Music is effective as a creative strategy and branding asset in advertising to drive emotional response but is currently underutilised. Music can also be a source of brand content both as brand communication that goes beyond the bounds of traditional advertising and as a partnership or sponsorship opportunity. The growth of audio channels such as music streaming services, and platforms such as TikTok, also offers many avenues for impactful brand creativity with music. In an increasingly digital audio world, where voice and podcasting are also growing, a flexible sonic identity is increasingly important.


Music in advertising includes instrumental scores,...

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