Despite the growing trend of podcasts integrating video elements, a new report from Veritonic highlights the importance of focusing on audio. The study shows that half of podcast listeners interact more frequently with a brand's sonic identity compared to its visual logo, and 58% say that a brand's sonic identity is more memorable to them than visual components.
The Power of Audio: Emotions and Memory
Scott Simonelli, CEO and founder of Veritonic, explains that the reason behind the greater impact of audio on memory compared to visual content is not yet fully understood. However, past research offers a possible explanation: audio is often more effective at evoking emotions.
"We can't say for sure," Simonelli says, "but it may support the theory that voices, tones, music, and sound effects convey feelings that resonate more deeply with listeners, making brands more memorable."
This emotional impact is also evident in the data: 51% of podcast listeners report that a brand's sonic identity influences how they perceive that brand more than its visual identity. Additionally, almost two-thirds (64%) say they feel more connected to brands that have a sonic identity compared to those that rely only on visual logos.
Advertising in Podcasts: The Charm of Voice
Host-read ads are among the most requested formats in the podcast world. Many marketers consider them more effective than produced spots, even though these ads do not include any sound or visual elements other than the host's voice. This further demonstrates the intrinsic power of audio and the ability of storytelling to evoke a lasting emotional impact.
"Whether it's a live reading with little or no production or a more elaborate audio spot," Simonelli explains, "audio always concerns storytelling and the association consumers create with that story. Associating a brand or product with a podcast host, to whom listeners feel deeply connected, captures more attention and is more memorable than a simple visual ad."
The Future of Audio Strategy: A Consistent Sonic Identity
While many podcasters are venturing into the world of video, along with many advertisers, the audio strategy should not be overlooked. Veritonic's report reveals that 64% of listeners will more easily recognize a brand if it uses the same sounds across various advertising channels, such as YouTube, TV commercials, podcast ads, streaming audio, and radio.
"Consider all distribution channels," Simonelli advises. "Whether it's audio-only content or audio and video, consumers are increasingly engaging with podcasts and audio content, accessing them through channels that best suit their lifestyle. Also, do not take for granted that your audio identity is defined only by the sonic logo: in-app sounds and product-related sounds are equally important and deeply influence the memorability of your brand."
The report highlights that for almost two-thirds (64%) of listeners, sounds perceived while using a product or an app — such as buttons, notifications, alarms, or jingles — have a significant impact on their experience with that brand or service.
This perspective on audio strategy underlines how audio remains a powerful tool for emotional connection and memory-building in consumers' minds. Fully leveraging the potential of sonic identity can make a significant difference in the era of digital storytelling.
Source: https://www.insideaudiomarketing.com/post/despite-more-podcasts-pushing-into-video-survey-finds-audio-remains-more-memorable-1
