Measuring media effectiveness for audio: The importance of neuroscience

Dr Shannon Bosshard

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.

Recent years have seen a monumental shift in how the effectiveness of advertising content is measured. Reach and frequency are more commonly overlayed with behavioural metrics and attention has become synonymous with effectiveness.

Whilst the movement to adopt more robust and informative metrics is welcome, brands must consider two things before selecting a metric by which to assess the effectiveness of their content.

  • The suitable applications of the methodology used to collect the data
  • The goal of the campaign/content being run

Attention-based metrics in their current format often use visual gaze to measure attention. However, research from the fields of...

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