Looking for Attention? Embrace the Sounds of the Seasons
KATZ'S FINDINGS ON HOW BRANDS CAN GET NOTICED AND BOOST CREATIVE THIS QUARTER
Attention is a hot topic among marketers lately. Looking beyond how many people are exposed to advertising, consideration is being given to how attentive those consumers are to ads. So how do brands put their best foot forward this quarter to ensure their ads are catching and holding attention during radio ad breaks? Katz analyzed the findings from two of its holiday-themed creative studies to show how brands can use the power of audio to spice up their ads and increase consumer response in 4th quarter.
CONSUMERS AGREE: BRANDS SHOULD LEAN INTO HOLIDAY FUN
In all, Katz surveyed over 1,000 consumers during the Halloween and Winter Holiday seasons to get their impressions on different types of radio advertising. These Q4 holidays are fan-favorites that consumers overwhelmingly enjoy, and they come equipped with a variety of familiar sounds, music, and other elements that brands can use to help grab attention. 7 in 10 consumers agree that it is a good idea for brands to include Halloween or Winter Holiday-themed audio elements in radio ads.
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HOLIDAY THEMES INCREASE AD IMPACT
Consumers think holiday-themed ads are a good idea, and the research proves it. Katz compared the impact of generic, non-holiday themed ads to those with holiday-specific audio elements, such as sound effects and music. Results showed that while every measured ad drove consumer response, the ads that incorporated holiday elements into the copy scored even higher for ad effectiveness.
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Incorporating holiday-themed creative is a simple way brands can add some seasonal spice to their existing radio campaigns and grab consumer attention. It also decreases the worry of any perceived ad wear-out or growing stale with consumers. Whether a QSR, bank, liquor store, or car dealership - all brands have the opportunity to play with the sounds of the season and create ads that break through the clutter and get noticed.
