Creating engaging mobile advertising with or without sound

Caroline Hugonenc

Research by Teads into the impact of sound on mobile ad effectiveness.

Most marketers believe that audio is invariably a critical element in making successful TV advertising. There is indeed evidence that supports this notion; that audio can help build brand equity and multiply the impact of the visuals.

But how does this apply to ads consumed on mobile? With more and more people consuming content on mute, we need to understand the role of sound and visuals and their impact on attention and emotional engagement with ads.

At Teads, we have been investigating this topic for the last four years. Research we conducted in 10 countries with Censuswide in 2018 revealed...

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