Digital audio advertising platform AdTonos has rolled out an audio-enhancing technology platform it says is born “out of a world-first research project to redefine audibility and prove the impact of sound quality on emotional response.”
Introducing Amplifier, designed to allow advertisers to dynamically enhance audio ad quality and create a more significant emotional impact.
By optimizing sound frequencies to neutralize device-related technical limitations,
Amplifier ensures clear and distinct audio ads, says AdTonos CEO Michal Marcinik. “Audibility is the new viewability. With the explosion in the consumption of audio advertising, from podcasting to digital radio and in-game audio, the significance of audibility is growing in the eyes of buyers. Sound quality is essential for the impact
and effectiveness of those messages. We have built Amplifier to revolutionize ad audio quality, creating engaging experiences across the devices and listening environments available today. With the last meaningful study on definitions in audio advertising dating
back to 2018, our bespoke research underscores an urgent need to establish updated
comprehensive measurement standards for audibility — to maximise buyers’ return on investment and promote industry-wide awareness of this crucial metric.”
The studio-based research that informed the creation of Amplifier took the existing definitions from the IAB open framework and applied rigorous testing across the most popular audio devices on the market today through the lens of the most up-to-date guidance on metrics like volume and loudness.
This led to proposing two updated specific conditions for Audible Ad Playout:
• The ad must not be filtered or flagged as invalid traffic (IVT).
• The player and the device’s volume settings, through which the ad is delivered, must result in the ad playing at a volume exceeding 10 dB for a minimum of 25% (any quartile) of the ad’s duration.
This redefined concept of audibility was then used to build the Amplifier audio-enhancing
technology – which can dynamically enhance audio ads to meet the standards. Finally, in
partnership with Neurensics, the technology was tested in a scientific study using functional MRI scans to determine the impact of Amplifier enhanced audio versus non-enhanced
audio. The results showed clearly that Amplifier-enhanced ad quality can shift emotional
perception from negative to positive, significantly activating positive emotions in audio ads,
leading to increased campaign effectiveness and improved ROI.
