Digital audio is uniquely powerful thanks to its interactivity and personalisation, according to research from audio streaming provider Spotify and Neuro-insight, a leading firm in the area of cognitive research.
Why it matters
More people are turning to music and podcasts to escape the daily barrage of visual stimulation. Digital audio lets people tailor what they’re hearing and connects them more directly to specific interests and the moment they’re in. This ability to self-select content increases engagement and fuels personalised experiences on digital audio platforms – an important consideration for advertisers.
The listening experience for digital audio, compared to radio, was significantly elevated across all Neuro-Insight metrics, leading to:
+25% long-term global memory (eg feelings and themes associated with an ad),
+28% long-term detail memory (the specific message and details of the ad),
+25% emotional intensity.
Spotify outperformed digital audio and other media for brand impact.
The big idea
Consumers respond differently to audio, especially when that involves platforms that enable greater personalisation.