SCA, Australia’s No.1 creator of audio content, today launched a study that seeks to prove audio’s ability to launch and build brands and experiment with creative best practice, using a proprietary 3D audio site, Sound Bubble.
A study into four different creative executions in different markets using Sound Bubble across the Hit and Triple M networks over an eight-week period, revealed how tactical approaches, repetition and audio logos drive recall and direct response.
For example, a distinct brand sound using rhythm and melody was found to increase unprompted awareness.
The study and its five core take outs are part of “The Sound Bubble Study”* white paper, designed to unearth and understand the driving forces behind audio advertising effectiveness.
SCA National Head of Radio Sales, Nikki Rooke, said: “At SCA we pride ourselves on being leaders in creative effectiveness, and we challenge ourselves constantly to learn, innovate and develop unique, creative audio IP that will benefit our advertisers. Sound Bubble is a great example of this.
“The findings of this study provide some new structures and concepts for building effective audio campaigns. While the single-minded goal was to unearth the creative that would drive the greatest result for a new brand in market, it is clear from these learnings that a combination of elements needs to be deployed together to best drive effectiveness.”
SCA Head of The Studio Sydney and Sound Bubble Project Manager, Luke Parsons, said: “It was a big effort from our strategy and effectiveness teams in SCA iQ, coupled with our creative team, The Studio, to come together and create an innovative R&D project to give us practical learnings, that we can apply from day one to help drive better business results for our partners.”
Sound Bubble is a collection of immersive 3D audio soundscapes designed to help the nation relax, especially during the COVID-19 pandemic. 3D audio, including Autonomous Sensory Meridian Response (ASMR), has been found to lower people’s heart rate, increase relaxation, and even create feelings of social connection.
To download the Sound Bubble Study go to: https://uploads-ssl.webflow.com/5f03f4cc4824c5072d8db4cf/6136d003df4d658d7c2ed5cd_SOUNDBUBBLE-audioeffectivenss.pdf.
*Methodology: Metrics were collected using SCA Impact and Google Analytics data to match broadcast activity to consumer action. Brand metrics, such as awareness and consideration, were collected using a Brand Lift study of more than 1,200 women aged 18-54 across the test markets pre- and post-campaign.
About SCA (Southern Cross Austereo)
Southern Cross Austereo (SCA) is one of Australia’s leading media companies reaching more than 95% of the Australian population through its radio, television, and digital assets. Under the Triple M and Hit network brands, SCA owns 99 stations across FM, AM, and DAB+ radio. SCA provides national sales representation for 23 regional radio stations. SCA broadcasts 94 free to air TV signals across regional Australia, reaching 2.8 million people a week, with 10 Network programming and advertising representation across Australia’s East Coast, Seven Network programming in Tasmania and Darwin, and Seven, Nine and Ten programming in Spencer Gulf. SCA also features Sky News Regional in 17 markets across regional Queensland, southern NSW, and Victoria. SCA operates LiSTNR, Australia’s free, personalized digital audio destination for consumers featuring radio, podcasts, music, and news. SCA provides Australian sales representation for global open audio platform SoundCloud and Sonos Radio. SCA's premium brands are supported by social media, live events and digital platforms that deliver national and local entertainment and news content. https://www.southerncrossaustereo.com.au/