Tuning in to sound: The under-used creative resource

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles to understand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.
  • Measuring long-term memory encoding and discovering what stimuli encourages subconscious 'memory making' can lead marketers to take different creative choices.
  • Ads that closely link their sound and visuals delivered, on average, 14% higher memory encoding at end branding than more passive soundtracks – branding impact can be strengthened by the mere addition of an audio element.
  • Advertisements which match the neurostate of their programme context drive 25% higher memory encoding than in an unmatched context....

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Insights Team
Bray Leino

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