While music typically accounts for only a small percentage of advertising budgets, Songtradr has the data to show that prioritizing music wisely leads to big profits. Now the company is conducting research into how AI-driven music selection can help companies achieve greater brand awareness and customer loyalty, ultimately increasing sales.
neuroscientific Research has proven that people respond faster to auditory stimuli than to visual ones. So far, however, these findings at Madison Avenue have remained largely academic. But could the curation one unique sonic identity be the successful tool brands need to achieve strategic business goals? And how effective are musical elements in it? influencing message processing?
Songtradr, a leading sync licensing company, recently focused its research efforts on how AI-driven strategic music selection can amplify marketing efforts and deliver brand messages more effectively. Songtrad’s research has always focused on how brands can create deeper emotional connections with their audiences. The company recently partnered with DMN to disclose the results in multiple reports.
To examine the link between music and long-term business performance, Songtradr collected music data for brands in the US beer and UK beauty industries. Songtradr checked individual paid and owned media used by these brands, extracted unique music tracks and fed them into the company’s AI music tagging platform.
Songtradr says it’s proprietary SmartMusic The process combines human creativity with real-time data, AI and machine learning, and neuroscience – identifying the most relevant and effective piece of music to improve a brand’s marketing performance.
According to Songtradr, AI tagging technology enabled the company to analyze brands’ music selections and profile elements such as mood, genre, personality, target audience, music quality and music source. By capturing this data, Songtradr was able to gauge variables like category differentiation, consistency, and brand fit for audiences.
The analysis was performed by splitting the data into two independent streams: “MusicIQ” and “Brand Performance”.
Songtradr explains MusicIQ as a sound profile for each brand – an AI-powered composite metric that quantifies how strategically a brand uses music across TV, radio, YouTube, TikTok, Instagram and other “sounds-on” media. It included six components of the music used in promotional content: Consistency (musical coherence between the brands’ paid and owned media), Distinctiveness (relative uniqueness compared to other brands’ music content), and Ubiquity (percentage of the brands’ paid and owned media containing music) . ), music source (licensed, stock or bespoke), engagement (attention and resonance volume) and sonic branding (formation and presence of an audio identity in the media).
Brand performance assesses how effective a brand’s branding and marketing communications are in engaging consumer behavior, such as B. sales, repeat purchase rate and social evangelism. The score was calculated by conducting neuroscience experiments collecting rational (explicit) and emotional (implicit) data. This metric quantified the impact of music-elicited emotions on consumer decision-making and long-term memory encoding.
Comparing these two independent results answered the big question: Has a brand’s strategic use of music impacted its market performance?
The Songtradr Music of Beer study examines how the use of music in the advertising of certain beer brands impacts their business performance. They found that the consistent and strategic use of music in beer branding and promotion accounted for over 33% of overall business performance.
The most successful brands used not only on-brand and distinctive tunes, but also energetic and engaging music. Key findings from the study also indicated that brands could improve their performance by taking a more strategic, consistent and nuanced approach to music usage in advertising content. Additionally, choosing the wrong music (in terms of conflicting sonic branding) could also affect brand preference.
By examining some of the beauty industry’s most influential brands from the UK consumer’s perspective, Songtradr has also measured the impact of music choices on a beauty brand’s overall market performance.
More than any other industry, the beauty industry relies on user-generated content, influencer and celebrity marketing. Accordingly YouTube Statistics86% of the top 200 beauty videos on YouTube are uploaded by individual content creators, not brands, and 62% of women follow beauty Influencers on social media. Accordingly, it’s no surprise that beauty brands make up 25% of all influencer marketing activity.
This uniqueness of advertising methods presented a major challenge for beauty brands: how to establish and maintain a coherent, unique brand identity when such a wide range of third parties represent your brand? According to Songtradr, “The strategic use of music is the answer.”
According to Songtradr, MusicIQ and beauty brands’ brand performance showed a strong positive correlation (amplifying the Music of Beer results). Essentially, music performance drives sales, and the consistent strategic use of music in branding and advertising accounts for 15% of beauty brands’ overall business performance.
The study also yielded other telling findings. Researchers found that an over-focus on visual branding made brands fit in rather than stand out. They also found that none of the brands analyzed in the study harnessed the true power of sonic branding.
If key insights from both the beer and beauty studies can be seen as transferrable to other niches and industries, the development and release of curated music libraries could be the answer, according to Songtradr.
Soundtradr notes that this move will optimize production budgets, minimize brands’ exposure to copyright strikes, and provide insurance against takedowns and compliance issues. A curated library of licensed commercial titles also ensures that advertising messages are musically coordinated across all media channels – precisely tailored to the target group.
Research in consumer behavior also suggest that a musical structure in marketing efforts could maximize breakthroughs, deepen emotional bonds, and foster brand preferences.
Songtradr emphasizes that without developing a coherent sound profile in their advertising efforts, brands may face implicit brand confusion, fail to attract attention and miss out on consumer engagement. In order to strengthen a brand’s identity and anchor it in the minds of the listeners, the right music is key.
Songtradr’s sync matching technology offers this AI-driven music analysis to individual brands. The company believes that by creating a unique and memorable sound identity, brands can achieve greater marketing performance, resulting in increased brand awareness, customer loyalty and sales.