Music. Sound signature. Tagline. When it comes to Audio advertising, there are so many creative elements to explore for engaging your audience and extending your identity. How to choose the ones that will deliver strong results in recall, brand favorability, and the ultimate goal, purchase? 

You’ve come to the right place. We’ve teamed up with Veritonic to share a few proven tips to create powerful Audio ads. Here’s how to make what we fondly call the “Fab Four” work for your brand.

Spoiler alert – sonic branding is the single most effective way for marketers to improve brand recognition in your Audio ads. A strong sonic logo is ‘sticky’, and ties our memory and emotions directly to your brand. Most importantly, including sonic branding, whether that’s an audio logo, brand anthem or simple tagline, drives listeners to action – boosting both brand recall and purchase intent.

Whether you’re selecting breezy melodies or powerful beats, music grabs attention, reinforces your brand, and connects with target audiences. Ads with music are simply more memorable than those without. Whether on radio or podcasts, it reverberates with 3% higher energetic emotion scores, 4% higher recall, and 5% higher purchase intent. Those numbers are always in fashion. Just ask United Artists, which used a compelling voice and the Eurythmics’ haunting “Sweet Dreams” in the trailer for its House of Gucci film.

Male or female? Young or mature? Energetic or authoritative? One or many? You need to find your voice – or voices – that will break through the noise to ensure your brand makes a resounding impact. And the secret to success? Drumroll, please… definitely more than one. Ads with multiple voices increase recall by 10%.

At the heart of every ad is the script. Here are a few tips to remember when creating your next audio ad.

People think about what they see, but they feel what they hear. Audio is not only the most trusted and immersive medium, but it’s also the #1 reach medium. It’s your job to keep the ears of all those listeners with the Fab Four of sonic branding, music, voice, and message. Done properly, it sparks emotions, evokes brand recognition, and drives purchases. Add in a little surprise that catches your audience off-guard, and you’ll be hearing the sweet sound of success.

For more Audio creative insights, check out Sound Creative: How to Build Winning Audio Ads.