Neuro study highlights benefits of priming in radio advertising
New research from the Australian Traffic Network (ATN) on the effectiveness of advertising during radio commercial breaks has found that an advertisement is 31.6% more effective when a listener has been primed with the advertisement from update ATN traffic before hearing an advertisement during a commercial break.
The study is a joint venture between Neuro-Insight, a neuromarketing and neuroanalysis company, and the network.
The study found that branding moments are critical to a creation’s long-term success. Where an ad ran during the break, along with other contextual factors, played a role in its overall effectiveness – in other words, its ability to become embedded in long-term memory.
Priming is a technique where a consumer’s subconscious is more likely to engage in a marketing campaign if it is already aware of it. In this example, the segment of an ATN traffic update was analyzed and found that when the reporter reads a brand’s script at the end of the update, the listener’s level of engagement is higher when the same advertiser is featured in the following ad break. In fact, it has an almost one in three better chance of being committed to long-term memory when an advertiser books both the ATN Traffic Update, supplemented by an additional announcement in the next break.
An important finding was also that by using what Neuro-Insight calls “iconic triggers,” which are the moments embedded in the memory of an advertisement, the viewer will be more effective. 70% of the scripts that did this saw these key moments embedded in both ads.
Elsewhere in the study, Neuro-Insight found that there was a 28% higher engagement rate when people listened to ATN Traffic Update, compared to the average listening experience. And at the peak of your ad post, updating traffic can be 62% more efficient.
The study of 2,500 people found that 95% of metropolitan respondents listen to the radio in the car and 71% find traffic updates useful.
Speaking on the results, Neuro-Insight CEO Peter Pynta said: “Priming is something we’ve seen on all media channels. Our subconscious cannot help but identify the material in which it has already been incorporated. This is why it is so effective for marketers. Priming across a whole marketing mix is where we see the most benefit. In radio, this means on several stations and time slots.
“Advertisers and agencies are constantly striving to integrate the media ecosystem with complementary ‘fit for purpose’ messages that take advantage of different creative formats and durations. This is exactly why we are seeing such a strong priming effect between the traditional 10 and 30 ATN combo.
“When advertisers optimize their ATN messaging via neuro, we effectively reduce the chances of success. We make the most of every second. Ultimately, these executions – in a combo – have the right balance of consistency and novelty (or novelty) that allows this priming effect to be exploited extremely well.
William Yde III, CEO of ATN, said: “Radio is not a passive medium as some would have you believe. And the neurosciences prove it. When you bring value into people’s day, they reward you with their attention. Priming is marketers’ best weapon against information fatigue and so we’re already hearing a lot of interest from current advertisers on how they plan to optimize their creation with this new research on the way. ‘spirit. It is neither of the other nor during the planning, we have now proven it and ensure greater efficiency including a ROI for our customers.
Speaking on a launch panel, Flight Center Global Marketing Director Darren Wright said he has enjoyed radio and in particular ATN Traffic Update as a marketer since 2004, especially the speed and time to market.
“The neuro optimization tool is really good. We have tested a few campaigns and we are the best, it’s so easy for us. For us, we consider ATN Traffic Update to be OOH for audio, where you get 100% voice share. The neuro tool has worked well with ATN for us, so we’re big fans, ”he said.
ATN told Mumbrella: “It is essential that a neuromarketing provider tests the creation in its natural environment: if the creation is a television commercial, then it should be tested on a television screen, during an hourly broadcast. prime time, via a single viewing by the consumer. Multi-view tests, presented out of context and on a small sample size, can skew key conclusions.
“Neuro-Insight studies use a minimum of 50 people in the most native environment of actual viewing. Ads can be tested on TV screens, laptops and mobile devices, and our robust technology takes accurate readings in one exposure. If desired, multiple views can reveal how many views are causing brand fatigue.