Flashing, animated or popping-up ads are no longer enough when it comes to online advertising, says a study from BabyCenter.com, a portal for new or expectant parents. Now it takes sound to boost ad awareness, says the study. Advertisers experienced 15-168% lifts in ad awareness by incorporating audio into ads at BabyCenter, the company reports.
But don’t overdo it, the study also says: Brand favorability ratings were highest when consumers were exposed to audio ads three or fewer times.
Three leading advertisers, including Johnson & Johnson, participated in the study in July and August. Responses to each brand’s advertising were measured using Dynamic Logic’s AdIndex methodology. Consumers were asked blind questions measuring ad awareness and brand favorability, their overall satisfaction with advertising on BabyCenter, as well as their general opinions on the use of sound in online ads.
“We’re always looking for new advertising vehicles that will entertain and educate,” said Andrea Alstrup, vice president corporate advertising of Johnson & Johnson. “This study shows that sound online can be effective when it’s used appropriately.”
BabyCenter reports that consumers who heard audio ads were were more likely to agree that ads with sound “grab my attention” and “are more entertaining than traditional ads.” They also were more likely to rate BabyCenter advertising and online advertising more favorably.
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