Tuning in to sound: The under-used creative resource
Audio media is enjoying a renaissance, as mobile audio services (podcasts, audiobooks, music streaming) are integrated into our day to day lives and voice assistants bring a new dimension to audio technology.
Changes like these have the potential to shift the balance between audio and visual media, weakening the dominance of what we see over what we hear; and yet many brands continue to heavily prioritise visual communication and are failing to leverage the world of audio.
In this report, Neuro-Insight draw on decades of neuroscience expertise, combined with brand new research, to demonstrate the power of audio communication. We describe a new approach to planning and creative, which uses neuroscience principles to understand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.
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