• by Ross Fadner , November 17, 2003

Audio can greatly increase the awareness of online advertising, according to a new study by Dynamic Logic.

The study, which was conducted for BabyCenter LLC, found that advertisers experienced 15 percent to 168 percent lifts in awareness by incorporating audio into the creative of ads. The study finds that frequency plays a key role in consumers' acceptance of sound; brand favorability ratings were highest when consumers were exposed to audio ads three times or less, the study said.

Three leading advertisers, including Johnson & Johnson, participated in a study that was conducted by Dynamic Logic in Julyh and August. Consumers were asked questions measuring ad awareness and brand favorability, their overall satisfaction with advertising on BabyCenter, as well as their general opinions on the use of sound in online ads.

The BabyCenter study clearly indicates that consumers who are exposed to ads with sound respond differently than those who are not, Dynamic Logic said. Consumers exposed to sound were more likely to agree that ads with sound 'grab my attention' and 'are more entertaining than traditional ads.'

Margaret Hung, director of research at Dynamic Logic, notes the importance of measured frequency in terms of sound in online ads.

"These results are consistent with findings from previous studies that we've conducted. More impactful online advertising can be a very effective branding vehicle as long as low frequency levels are maintained," she said.

BabyCenter client and study participant, Johnson & Johnson, highlighted the usefulness of the study for future online planning. "We're always looking for new advertising vehicles that will entertain and educate," said Andrea Alstrup, Vice President Corporate Advertising, Johnson & Johnson.

"This study shows that sound on-line can be effective when it's used appropriately. And it's a great fit for Johnson & Johnson because audio really brings our equity alive for the consumer."

David Blair, senior vice president of advertising at BabyCenter, spoke to the insights the sound ad study affords marketers and advertisers for their future media buys. "We now have important insights on how to make sound an effective marketing tool for our advertisers, while ensuring that we maintain the high quality of the user experience on the BabyCenter web-site. This study guides us in achieving that optimal balance."