WOM (word of mouth)

Audio Rituals: Seismic Shifts in the Media Landscape

Idil CakimSVP, Research & Insights, Audacy

Devora RogersChief Strategy Officer, Alter Agents

In this session, Idil Cakim (Audacy) and Devora Rogers (Alter Agents) presented some findings from research they conducted together in uncovering the “rituals of humans” pertaining to their audio consumption. In this study, audio content could include audiobooks, podcasts, sounds (nature), music, etc. These rituals often included tasks being performed while listening (e.g., cooking, exercising, commuting, walking, etc.), but also the ritual experience could be the audio itself, opening up many opportunities for advertisers to reach audiences. Beginning her discussion, Idil acknowledged the massive changes that have taken place in audio over the past few years. Their methodology embraced a variety of approaches which included a quantitative nationally represented survey, ethnographies through mobile diaries and a qualitative approach using a 45-minute in-depth interview. Both Idil and Devora presented findings from their study which provided deep insights into the ritualized and often personal nature of audio content. This provides many unique opportunities to connect with consumers through targeting the ritual (e.g., school drop off, prepping for sports, cooking, etc.).

Key Takeaways

  • Seventy-four percent of listeners consume audio during their daily rituals, and 40% of listeners plan their day/activities around audio content.
  • The top six rituals when listeners engaged with audio were listed as the following: Having “me time,” putting my child to bed, exercising, snack time, walking and commuting (work/school).
  • Both quantitative and qualitative ethnographies indicated the top reasons people listened to audio content were because they participated in the following activities: running general errands (85%), doing home maintenance (84%), exercising outdoors (83%), preparing a meal (83%), driving (83%), commuting (82%), having a meal (81%) and cleaning (81%).
    • The study identified that in seemingly routine and dull moments, "audio infused rituals with energy and purpose” and assists listeners to recall and share a message.
    • Audio is part of more rituals than any other medium. Audio was listed as the highest in rituals throughout the day followed by online/streaming video, scrolling social media and broadcast/cable TV. Audio spanned the whole day revealing many moments for brands to connect.
  • Overall earnings from their study indicated the following results:
    • Rituals make our lives predictable, manageable and enjoyable, and audio often plays a role in these rituals.
    • In many cases audio is the ritual because listeners are so “deeply engaged with the listening experience.”
    • Certain cohorts are "more reliant on rituals and highly engaged in audio."
    • Embracing rituals "unlocks huge potential for advertisers to become part of them and connect more deeply with consumers."

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How Ad Recognition Influences Response to CSR Native Advertising

  • Linwan Wu and Holly Overton, University of South Carolina

Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.

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“Buzz” Metrics Reveal Clues about Advertising Success

  • Brad Fay, Ed Keller, Rick Larkin (Engagement Labs)

Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.

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How Early Social-Media Release Helps Super Bowl Ads

  • Jennifer Lee Burton (University of Tampa), Kristen M. Mueller (Accent Your Style Boutique), Jan Gollins (Delta Modeling Group), and Danielle M. Walls (BDJ Solutions)

Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.

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Social-Media Marketing and More

  • JAR (59, 4) December 2019 Summary

In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!

Word-Of-Mouth Marketing Doesn’t Always Match Social Media, Online Results via MediaPost (source: Ed Keller, CEO, Engagement Labs)

Engagement Labs conducted research on some 500 brands going back to the mid-2015, calculating scores in each marketing area. It was found that some have disparate impact—performing well either on social media or word-of-mouth offline marketing, but not both. The report labels those marketers “social misfits.” For example, brands such as Palmolive, Corona, and Aveeno, tallied the greatest disparity—some of the highest offline word-of-mouth marketing results but low social media-online scores. Conversely, RCA, PayPal, and SunTrust garnered some of the highest social media/online scores—but the worst word-of-mouth offline numbers.

Among media brands, TNT earned the top offline word-of-mouth marketing score at 65, but a low 38 number for social media.

Access full article from MediaPost