WARC: Creative radio ads boost purchase intent

Radio ads recognised for their high level of creativity typically deliver a greater uptick in purchase intent than the norm, according to a study by Westwood One, the audio media company, and Veritonic, the analytics provider.

Scott Simonelli, co-founder/CEO of Veritonic, discussed this project during a session at the Advertising Research Foundation’s (ARF) 2019 AUDIENCExSCIENCE conference.

This study covered 164 radio ads from the Radio Mercury Awards (2015, 2016, 2017 winners; 2018 finalists and winners), Cannes Lions International Festival of Creativity (2018 winners) and Clio Awards (2018 winners).

The audio spots recognised in this way out-performed Veritonic’s radio-advertising benchmark, coming in at six points, when it came to boosting purchase intent.

The best performer, with a 28 point-difference in purchase intent, was a spot for VocaliD, a Belmont, Massachusetts-based firm that develops synthetic voices for corporate use and people who have speech difficulties.

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