system 1 - listen up!
Hey, you’re early! 🚀 Andrew Tindall from System1 is hitting the stage on Tuesday 11 February—check back soon for his key takeouts on how emotion drives audio advertising effectiveness.
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Audio AD CREATIVE that Stirs Passions and Drives Profits.
System1, the leading creative effectiveness company, in partnership with CRA, presented groundbreaking research into the role of emotion in audio advertising effectiveness. The research, enriched by testing Australian radio ads with local consumers, offers valuable insights into what makes audio creative successful.
LISTEN UP!
Insights from Andrew Tindall, System1 at Heard 2025
System1, the leading creative effectiveness company, in partnership with CRA, presented groundbreaking research into the role of emotion in audio advertising effectiveness. The research, enriched by testing Australian radio ads with local consumers, offers valuable insights into what makes audio creative successful.
Here are the key takeaways:
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Emotion Drives Effectiveness: Ads that evoke positive emotions drive greater long-term behaviour change. Advertisers should focus on creating audio ads that generate positive feelings, as these are more likely to result in increased brand engagement, sharing, and ultimately sales.
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Right-Brain Features Lead to Lasting Impact: The research highlights the importance of incorporating more right-brain features in audio ads. These features engage listeners on an emotional level, making them more memorable and impactful. In Australia’s competitive media landscape, leaning into emotion over function will help brands stand out and build long-lasting connections with their audience.
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Melody is Key: Brands can amplify their audio ads by embracing the power of music, including jingles. The right soundtrack, whether it’s a catchy jingle or a memorable melody, can significantly enhance emotional engagement, making ads more likely to resonate with listeners and drive desired behaviours. You don’t have to break your budget with a Beyoncé banger – often, a well-crafted jingle is all it takes to make a lasting impact.
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Trust and Brand Fluency: The research found that well-branded radio ads build trust, even if listeners initially struggle to link the ad to the brand. Radio, being one of the most trusted media, amplifies this effect. Particularly in sectors like health, finance, and professional services, consistent and clear branding is essential to establishing trust and fully leveraging the medium's credibility.
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Shareability is a Sign of Success: Ads that score highly on the System1 Star Rating metric are shared more frequently and discussed more often. Advertisers should aim to create ads that leave a lasting impression, encouraging word-of-mouth and social media sharing.
In conclusion, this research underscores the importance of emotional resonance in audio advertising. Australian brands can improve their audio effectiveness by:
- Focusing on right-brain engagement,
- Creating ads with the listener in mind,
- Ensuring consistency and distinctiveness,
- Harnessing the power of music,
- And branding early and consistently.
You can view Andrew Tindall’s presentation from Heard, or download the presentation deck, by clicking here.