Sonic cues: the most effective asset for branded attention

8.53x

high performance likelihood

StatBrand & Creativity

Ads that use sonic brand cues are 8.53x more likely to be high performing for branded attention. Audio-using creative in general is 3.44x more likely. For comparison, a logo scores 1.17x and any visual asset 1.15x.

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, across more than 2,000 pieces of video creative

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