Marketing company Veritonic wants to raise awareness of effective audio advertising. So it has introduced a monthly feature identifying advertisers that are producing the most effective spots for radio, podcasting and other audio platforms.
Its first “Audio Ad Index” gives high honors to AutoZone, “driven by their spot that focuses on helping people get ready for the cold weather ahead by ensuring they don’t add battery problems to their list of troubles. The brand punctuates the ad with practical offers — a free battery test, a free charge — to support the message.”
Veritonic’s Scott Klass wrote, “AutoZone’s sonic decisions for this ad match the content well. The spot is very upbeat, leveraging music that the brand uses consistently across its ads.”
Ads were rated for their ability to drive listeners to buy the product being advertised, a “purchase intent score.”
Other advertisers on the list include Indeed and Home Depot. Veritonic said spots with cultural relevance, “uplifting tone” and “practical help” resonate with listeners.
To create the report Veritonic ingests in-market ads from various audio platforms in major DMAs and bases it on analysis of around 350 unique national brand ad creatives.
The blog post features samples of the best ads and a description of the company’s technology used in making the determinations. Below is its top 10 list for January: