Audio’s impact on emotions: The impact of tailoring messaging by music and podcast genre
18 July 2022 | By: Jennifer Vargas, Sr. Product Marketing Manager
Audio sparks emotions. It triggers memories. It is a constant companion in a range of screen-free moments, from cooking to exercising, and other hands-free activity. This year, Amazon Ads and Wondery conducted the study Audio’s impact on emotions: The science of brand building with sound with neuroscience marketing firm MindProber. The study surveyed 180 US consumers to learn about the different ways that audio content impacts emotions and engagement. Participants were recruited by the vendor panel, opted in and were provided monetary compensation in exchange for participation.
Audio listeners today are reshaping the way we stream music. With the emergence of smart speakers, audiences can now have a more engaging experience with their favourite brands. And for brands, this innovation opens up new opportunities to connect with audiences using the power of sound.
Throughout this research study, we’ve been committed to helping brands understand the emotional impact and opportunities to leverage the power of audio to connect with audiences in relevant ways. In the first article, we dove deep on the emotional response to audio to answer: how does audio content affect emotions and engagement? In the second article, we explored the different ways brand messages were perceived over ad-supported content on smart speakers compared to other devices. For this article – the last of our three-part series – we’ll discuss how brands from different industries, can leverage a variety of audio content and context to generate different levels of engagement. But first, let’s step back to understand the methodology.
The concept of matching content to context has become increasingly important for brands. In this study, we found that brands can reach listeners in relevant moments when they are feeling positive by tailoring their brand message to different types of music and podcast genres.
We dove deeper with contextual relevance to better understand how emotional response is driven by different advertiser industries. Here is what you need to know:
Brands can align their emotional content with different music and podcast genres to reach consumers with contextually relevant messaging.
For advertisers, this presents an opportunity to align brand messaging to specific music or podcast genre by using the right context. Here at Amazon Ads, we provide an array of contextual solutions for advertisers looking to reach genre enthusiasts with the right message in the right content and context.
We know contextual relevance plays a key role in reaching consumers, but we wanted to take this learning further to understand: Are there industry and genre combinations that work better than others? And how do they complement each other?
Industry performance differed based on the genres their ads were delivered in
Genres and industries that complement each other may deliver stronger results for brands.
Most engaging genres by industry
|Top-performing podcasts genres
|Entertainment true crime
|Family and kids
|Family and Kids
|Top-performing music genres
For advertisers across different industries, this presents an opportunity to reach and engage with audiences beyond just demographics, using a mix of top-performing music genres. We found that audio ads advertisers who reached audiences based on these behavioural audience signals saw a 58% increase in brand awareness compared to those who used just demographics alone to reach audiences.4
Can’t wait to learn more? Check out our free report (available in English only): Audio’s impact on emotions: The science of brand building with sound or visit part 1 and part 2 of our “Audio’s impact on emotions” article series.
1 Engagement is defined as various physiological responses detected by a device that participants held while listening to streaming audio.
2 Whitmer et al., 2021
3 Audio’s Impact on Emotions Study, 2022
4 Audio’s Impact on Emotions Study, 2022