Measuring media effectiveness for audio: The importance of neuroscience

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...

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