3 Creative Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms
The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing: ABX, Veritonic, and System1.
The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants like Les Binet, Peter Field, and Andrew Tindall have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices Handbook.
Creative is a major sales driver
A major Nielsen study of sales drivers from ~450 campaigns across all media reveals creative represents 49% of sales effect.
Below, 3 of the key best practices are highlighted.
- Creative consistency drives business outcomes
“The Magic of Compound Creativity,” a new study from creative testing giant System1 and the IPA (The Institute for Practitioners in Advertising) found brands that have consistent creative foundations, a culture of consistency, and consistent executions generate much stronger creative test scores, brand performance, and business outcomes.
Download the study via this link.
The greater the creative consistency, the better the ads test. Longer creative agency relationships result in greater creative effectiveness.
- Brand early and often
In audio ads, the brand should appear within the first two seconds and five times after that in a :30 second ad.
- Emotion is your best selling tool
Research conducted by the “godfathers of marketing effectiveness” Les Binet and Peter Field reveals emotion-based campaigns drive stronger brand equity and business outcomes.
Andrew Tindall from System1 published “Listen up!”, a major report on audio advertising effectiveness. Key finding: the more you feel, the more you buy. Greater positive feelings earn a better star rating which predicts future market share growth.
Download “Listen Up!” via this link.