Combining image with sound and text with visuals generates huge impact for your YouTube ad. Effective audio contributes to this: it is one of the explaining variables for the performance of YouTube ads.
Let’s zoom in on a few key conclusions.
Custom audio influences brand recall
The use of sonic branding has an effect on how well people remember the Fairtrade Original brand. 85% of respondents remembered that Fairtrade Original was central to the YouTube ad. For stock audio, this is 74%. It is important to note here that this effect refers to how well the brand is remembered, not the product. On product recall, we see no differences: in both groups, around 50% remember that yellow curry was the product advertised.
People rather watch a YouTube ad with sonic branding
When we look at the rating of the YouTube ad, expressed as a report grade for both the commercial as a whole and the use of audio, custom-made audio consistently scores slightly (+0.2 point) higher on both parts. Nevertheless, these differences are small and not significant.
However, when we zoom in on ratings for specific parts of the video (think: credibility, entertaining or boring), a video with custom-made audio is clearly more enjoyable to watch, less boring and less irritating.
Custom audio has the most impact on brand preference and ambassadorship
Finally, the impact of tailored audio on brand KPIs, such as brand awareness, brand preference and purchase intention of Fairtrade Original, was examined. What emerged? If you watch a YouTube ad with tailored audio, you score significantly higher on brand preference and are more likely to recommend this brand to others.
Viewers of the commercial with tailored audio…
➤ remember (+17%) and consider (+24%) Fairtrade more often
➤ have a significantly higher preference for the brand (+39%)
➤ are more likely to buy Fairtrade (+24%) and especially recommend it to others (+64%)
In addition, viewers found the YouTube ad with customised audio more authentic and accessible than viewers of the YouTube ad with stock audio.
Influence the effectiveness of your YouTube ad with sonic branding
All in all, we can say that customised audio scores significantly higher than stock audio on most of the surveyed components. So, do you choose customised audio for your YouTube ad? Then you positively influence the effectiveness of your YouTube ad. Let us briefly list the main conclusions.
➤ Using customised audio has a positive effect on the memory of your brand.
➤ A YouTube ad with tailored audio is less boring, less irritating and more fun to watch.
➤ Viewers of the YouTube ad with customised audio also remember and consider your brand more often, have a greater preference and are more likely to buy and recommend your brand to others.
Learn more about optimising your YouTube ad impact
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