Audio appears in under 10% of video ads, even though sonic cues are the single most effective asset type for branded attention.
<10%
video ads using audio
StatBrand & Creativity
Audio was used in less than 10% of the 2,000+ video creatives in Ipsos's dataset, despite sonic cues being the single most effective asset type for branded attention. It is the widest gap between evidence and practice in brand assets.
Source
The WARC Guide to brand assets in a hybrid world (2022)
WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)
p. 30; Ipsos, The Power of You, 2020
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