Stories of advertising success abound across the radio industry — if you know what you’re doing. That’s one assessment from Veritonic, a marketing company that tracks trends in audio and identified 10 brands that “got audio right” in the first half of 2021.
Thankfully for the industry, there continues to be an increased focus on audio marketing, the company said in a recent blog post — despite the changes wrought by the pandemic. Podcasts, for one, have held their worth throughout the pandemic; according to the Interactive Advertising Bureau, podcast advertising revenue is expected to exceed $1 billion this year and $2 billion by 2023.
Veritonic compiled a list of the top 10 podcast advertisers, noted for at least one creative attribute, be it aesthetically appealing audio, a humorous spot or successfully persuasive ad.
Top 10 Podcast Advertisers
The software as a service company Salesforce, for example, jumped from the number eight spot in 2020 to number one in 2021 due to its ability to consistently create ads with strong recall. Other companies like the cool bedding company chiliPAD saw its advertisements score well because of the emotional attributes they built into their advertising, including a sense of familiarity and the jovial conversational tone between its podcast hosts.
Veritonic also ranked the top 10 radio advertisers for the first half of 2021. The industry can expect to see a 10% increase over the course of 2021, something the company calls a “considerable rebound” after the setbacks that were wrought by the pandemic.
Top 10 Radio Advertisers
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Companies with strong advertisements included Little Caesars, which uses humor and sonic branding (think of that “Pizza–Pizza” tune) to set itself apart from the competition. Other strong advertisers include LinkedIn and Pennzoil, which both enticed listeners with offers for free deals and promotions.
In its blog, Veritonic also reiterated the success that advertisers are having with sonic branding. It pointed to a recent study that found that consumers were more consistently able to identify a brand when the name of that brand was tied to an audio melody.
A weekly rating of audio advertisements are searchable on the Veritonic website including sample clips and a description of the audio scoring system that the company uses.