{"id":6209,"date":"2024-01-26T01:06:40","date_gmt":"2024-01-26T06:06:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/01\/26\/the-only-prescription-is-more-cowbell-music-makes-advertising-more-creative-and-theres-data-to-prove-it\/"},"modified":"2024-01-23T14:09:04","modified_gmt":"2024-01-23T19:09:04","slug":"the-only-prescription-is-more-cowbell-music-makes-advertising-more-creative-and-theres-data-to-prove-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-only-prescription-is-more-cowbell-music-makes-advertising-more-creative-and-theres-data-to-prove-it\/6209\/","title":{"rendered":"The Only Prescription Is More Cowbell. Music Makes Advertising More Creative\u2014and There\u2019s Data to Prove It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Alex Kintzer, Senior Data Analyst &#038; Global Researcher, Songtradr<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Music is vital when it comes to advertising and branding\u2014consider the alternative\u2026 A world of silent commercials? Ads that end without a hummable, memory-aiding jingle? Conscious or not, music is what makes commercials sing!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So why doesn\u2019t every marketing conversation start with music, as opposed to shoehorning it in at the last minute? The business world likes neatness and justification. After all, it\u2019s much cleaner when everything you embark upon\u2014from a marketing or sales standpoint\u2014makes solid sense from the get-go. But that\u2019s not (typically) how you create lasting, bold, work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s what we mean: Rory Sutherland, Vice Chairman of Ogilvy UK, <a href=\"https:\/\/youtu.be\/TcRqBSSBYpc?si=t_TyVznSpgZVxviD\">suggested<\/a> that \u201conce you make winning an argument in advance a requirement of anything you do, it limits the solution space by 95%.\u201d In other words, pre-setting parameters creates limitations.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a world filled with rules, structures, deadlines and targets, music emerges as the last holdout\u2014the unchained rebel, the wily younger sibling. This unique position historically has also been the nail in music\u2019s coffin. As creative as music is, it\u2019s also deeply subjective. It rarely resonates equally with everyone, meaning it\u2019s sometimes relegated to the realm of afterthought. This may be why music makes up only <a href=\"https:\/\/www.ipsos.com\/sites\/default\/files\/ct\/publication\/documents\/2020-02\/Ipsos_Views_Power_of_You.pdf\">4% of typical marketing budgets<\/a>. Fortunately, evidence shows it can boost advertising performance by as much as <a href=\"https:\/\/www.adweek.com\/adweek-wire\/songtradr-highlights-the-difference-music-makes-in-advertising\/\">30%<\/a>. So again, why aren\u2019t people consistently putting thought into it earlier in the process?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As with every creative field, the world doesn\u2019t always know how to value such creativity; people love music, but without a way to measure it (aka justify it as an investment), it creates room for debate and becomes a point of argument. Everyone has a story about how a certain song brings them back to a moment in time. But for each individual person, that special song is different. Giving up valuable airtime in a 30-second ad for musical notes may be a tough decision if everything is based on vibes or one\u2019s personal preferences alone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But thanks to rapid technological advances, including AI analysis, alongside the application of sophisticated testing, music data can not only convince the skeptics but actually lead to braver, more distinctive, and ultimately more effective (and affective) creative. As <a href=\"https:\/\/www.ipsos.com\/sites\/default\/files\/ct\/publication\/documents\/2020-02\/Ipsos_Views_Power_of_You.pdf\">IPSOS reminds us<\/a>, only 8% of ads contain distinctive branded music, even though advertising that includes audio appropriate to the brand being advertised performs eight times better.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So what does leveraging data to get the perfect track look like?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.marketingbrew.com\/stories\/2023\/04\/17\/how-nissan-sought-out-lofi-girl-listeners-and-built-a-following-of-its-own&#038;sa=D&#038;source=docs&#038;ust=1704230917372782&#038;usg=AOvVaw0uX-D4b3x3WgCiEH-CiTye\">Nissan\u2019s Lofi Girl video<\/a><a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/04\/17\/how-nissan-sought-out-lofi-girl-listeners-and-built-a-following-of-its-own\">,<\/a> for instance. This campaign provides real-world results of using music data to target specific demographics. Having viewed data showing that people attracted to lofi music were more likely to be interested in electric vehicles, Nissan developed a campaign that targeted that demographic by their listening habits on YouTube and resulted in a 75% lift in people searching for the new all-electric Nissan Ariya. As Aoife McGuinness of CloudArmy pointed out, \u201cYou know it\u2019s the right creative when you get a gut feeling\u2014with neurobiological\/implicit testing, we\u2019re just quantifying that gut feeling.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Need more proof? <a href=\"https:\/\/massivemusic.com\/en\/work\/the-sound-of-tiktok\/\">TikTok\u2019s new sonic identity<\/a> is \u201cthe fastest recognizable<\/p>\n\n\n\n\n<p>[sonic]<\/p>\n\n<p class=\"wp-block-paragraph\">brand ever\u201d, with demographic attribution by Gen Z at almost 50% just 5 months after launch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s more, academic research has <a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/02650487.2023.2273645\">recently shown<\/a> that the presence of a sonic logo can create a positive brand experience, even in the face of \u201cuncertain and anxiety-inducing decision context or negative information about the target brand\u201d\u2014what brand wouldn\u2019t want that safety net?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Given limited marketing budgets, it can be easy to push music to the last step or skip it altogether\u2014it\u2019s seemingly neater and more justifiable that way. But bold brands make brave choices, and research and data give you the opportunity to not only bring music into the conversation immediately, but to generate memories that last well beyond the campaign lifecycle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of \u201cuncertain and anxiety-inducing decision context or negative information about the target brand.\u201d<\/p>\n","protected":false},"author":7,"featured_media":6210,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-6209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Only Prescription Is More Cowbell. Music Makes Advertising More Creative\u2014and There\u2019s Data to Prove It | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-only-prescription-is-more-cowbell-music-makes-advertising-more-creative-and-theres-data-to-prove-it\/6209\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Only Prescription Is More Cowbell. 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