Attention is becoming the new standard by which media effectiveness is measured but neuroscience suggests it is just one of the many metrics that brands should consider when crafting an effective audio advertisement, says ARN’s Shannon Bosshard.

Why it matters

Neuroscience can help marketers better understand attention and cognitive processes, making it an important media-agnostic tool for brands that want to capitalise on their audio strategies.

Takeaways

• Neuroscience is used to investigate the differences between radio commercials across attention, attitude, engagement and memory.
• The results show that while attention is important, it is not a prerequisite for high performance across...