Audio
An expanding market full of advertising possibilities
Audio
An expanding market full of advertising possibilities
Audio, a Huge Opportunity for Effective Advertising
ABX Shows that Audio is 94%+ as Effective as TV ads at One-Fourth the CPMs.
The Audio Market has expanded radically to include all kinds of new channels and products for advertising and sponsorship opportunities, and for which advertising effectiveness testing is more critical than ever.
ABX is the global market leader in evaluating audio ad effectiveness with 30,000+ radio ads, and 500,000+ all-media ads, measured to date. Since all media types are included in the same survey, audio ads are directly comparable to those in other media. ABX measures radio, podcasts, short-form video, streaming audio, smart devices, music videos, movies and more.
Every major radio network depends on ABX creative effectiveness measurement and research studies through iHeart, Westwood One, Audicy, Urban One (African American radio networks), AIRE (Spanish radio networks), and more.
We Measure Podcasts
ABX has measured consumer attitudes and takeaways from ads and sponsorships in podcasts, and podcasts themselves, for the past five years and has established a baseline for success.
- Podcast testing reveals the quality and desirability of the podcast itself, as well as the sponsors, brands and issues discussed. Were there changes in attitudes or intended behaviors? Did listeners like the podcast or ads? Did they believe the sponsor was committed to improving the issues discussed?
- Ad Creative may be as simple as live-reads by the host; as complex as issue-specific productions; or as just regular commercials aired in other media.
- ABX compares results to norms from its 14 KPIs, such as the ABX Index, Brand or Sponsorship Clarity; Messaging; Likeability; Reputation; and Action (CTAs).
ABX Audio Reports
Audio Reports range from standard or customized “One Click” reports on the Global Multimedia Platform, or in full-report formats ready for management viewing. Here is an example of a chart from an ongoing podcast research project.
The Power of Audio – Three Key ABX Studies
- Is Creative Wearout a Thing … in Radio?
RAB recently asked ABX to investigate this question and come up with a definitive answer. ABX leveraged its extensive database and capabilities and revealed the answer during the webinar featured below.
CLICK HERE to access the webinar video.
- Sight, Sound, And Motion Superiority Is A Myth
“ABX’s creative analysis of thousands of TV and AM/FM radio ads reveals the best-testing AM/FM radio ads outperform 48% of all TV ads even without sight, sound, and motion.” – Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group.
CLICK HERE to download a PDF of the ABX creative test.
CLICK HERE to view a 10-minute video of the key findings.
- ABX Report: AM/FM Radio Pharma Ads are 94% as Effective as TV ads at One-Fourth the CPMs
Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group, reports that according to multiple case studies, AM/FM radio drives incremental reach and action, grows share of voice, and delivers high creative scores at a fraction of TV CPMs for pharmaceutical brand.
CLICK HERE to view the 11-minute video below of the key takeaways
CLICK HERE for the full article
For more information about how ABX measures audio, or to discuss how we can help you, contact us at info@adbenchmark.com.
ABX Advertising Benchmark Index (www.adbenchmark.com), is a techno-research company focused on driving ROAS & ROI through their Global Integrated Single Solution. Marketers, through the ABX Global Multimedia/Multi Channel Platform, are able to evaluate the effectiveness of all their creative and copy across all media types and channels, and against their competitors’ and other ads, representing approximately 90% of global ad spend.
Our solutions are designed by the Visionaries, Inventors, and Pioneers who helped create the methodologies used by legacy marketing research firms. Need something not listed on our site? Other valuable consumer data is also available for making informed, time-sensitive business decisions.