BOCA RATON, FLA. — With all of the talk about audio advertising created through the use of artificial intelligence, are consumers ready — and willing — to embrace the production advancement?
According to a newly released study, the time is now to bring both generic and personalized AI ad variations to podcasts and streaming radio environments.
The study, performed by audio research and analytics firm Veritonic on a campaign run by dentsu for Intel, was shared on Wednesday (3/6) by Instreamatic — a voice and audio marketing firm led by South Florida-based CEO Stas Tushinskiy.
The performance of both generic and personalized AI-generated audio ads for the Intel Evo Edition laptop computer were compared to a control group exposed to neither. Brand awareness, brand favorability, purchase intent, and memorability were measured.
The results were then split into three audience segments: one exposed to listener-personalized AI-generated audio ads, one exposed to generic AI-generated audio ads, and a control group not exposed to ads. Ads were inserted into streaming radio and podcast listening environments; the same audience hearing those ads was recontacted and surveyed 48 hours later to measure key brand metrics.
Based on the study participants, audio ads with personalized, context-driven creative “decisively outperformed” those with generic creative. In particular, Instreamatic points to how personalized ads increased brand favorability by 18-22 percentage points.
By comparison, generic AI-generated creative increased brand favorability by 9% over those not exposed to the campaign.
Additionally, 62% of those exposed to personalized ads reported they were likelier to think favorably of a brand that personalizes its message.
Furthermore, the study found that personalized ads boosted purchase intent by 15-18 percentage points; generic AI creative drove a 3% increase. Some 60% of those exposed to the personalized AI campaign also reported being more likely to consider purchasing from a brand offering personalized ads.
Listening to personalized ads increased brand awareness by 6-12 percentage points. Additionally, 73% of those hearing personalized AI-generated ads reported being more likely to pay attention to ads personalized just for them.
For Instreamatic, that’s a business opportunity, as AI-fueled audio ads are its calling card.
The study also demonstrated how AI can be strategically used to generate improved campaign results with less time and lower cost.
“Where a single traditional audio campaign creative would require extensive studio costs and 4-6 weeks to produce, Instreamatic’s platform can prepare that same ad in three minutes,” the company said.
Similar statements have been made by other companies in the fast-growing space.
