Source: www.insideradio.com, March 2024
A new study commissioned by Instreamatic, which provides AI-powered audio advertising and marketing products, shows that AI-generated ads increase brand favorability among those exposed to the messages compared to a control group that was not exposed to any ads.
The third-party study analyzed the performance of both generic and personalized AI-generated audio ads compared to a control group exposed to neither. The study was performed by audio research and analytics platform Veritonic on a campaign run by dentsu for Intel.
Ads for the Intel Evo Edition laptop were inserted into streaming radio and podcast listening environments, and the same audience hearing those ads was recontacted and surveyed 48 hours later to measure key brand metrics.
Personalized AI ads increased brand favorability by 18-22%. While generic AI-generated creative increased brand favorability by 9% over those not exposed to the campaign, personalized AI-generated creative across all platforms drove significant brand favorability lifts as high as 22%. Additionally, 62% of those exposed to personalized ads reported they were likelier to think favorably of a brand that personalizes its message.
The study found that personalized ads boosted purchase intent by 15-18%, compared to a 3% increase for the generic AI-created ads. The findings reveal that 60% of those exposed to the personalized AI campaign reported being more likely to consider purchasing from a brand offering personalized ads.
Brand awareness increased by 6-12% for those targeted with personalized ads, while 73% of those hearing personalized AI-generated ads reported being more likely to pay attention to ads personalized just for them.
According to Instreamatic, a single traditional audio campaign creative would require extensive studio costs and 4-6 weeks to produce. The company’s platform can prepare that same ad in three minutes and can prepare entire campaigns in just hours.
“The Veritonic study confirms that audiences are much more receptive to engagement efforts—including those built intelligently and respectfully with AI—that value them as individuals and speak to their specific lives and needs,” Instreamatic CEO Stas Tushinskiy said in a release. “We’re proud of our work with Intel and dentsu and look forward to enabling more brands to usher in this new era of more personal and effective audio advertising.”
Veritonic CEO and Founder Scott Simonelli added, “Brands today are continuously challenged to cut through the noise across a wealth of platforms. By creating personalized, relevant ads, their message will not only reach but resonate with their target audiences, contributing to an increase in meaningful brand awareness and engagement.”
