Objective
Ghirardelli had 24 hours to decide which music was the best fit for two national TV spots. They leveraged Veritonic analytics to help discover and measure what sound would resonate most.
Approach
The team used Veritonic’s instant, predictive scoring capabilities to make their decision with data-backed confidence.
Tracks tested:
- 5 tracks currently in market
- 4 alternate selections
- 6 audio and video ads to evaluate context and musical fit
The brand leveraged Veritonic creative testing to analyze how key brand attributes resonated in the tracks being tested, along with intent and memorability.
- Key attributes: Happy, Relaxed, Authentic, Familiar, Modern, Upscale, Everyday, Optimistic, Vibrant, and Welcoming
Target audience:
- Females 25-55
- High Household Income of $75K+
Results
By utilizing Veritonic testing, Ghiradelli included a track in their ads that resulted in 8% higher emotional resonance and 73% in overall engagement.
"We saved time and money, by finding audio that was tailored to fit the preferences of our very specific target audience. Now we’re using Veritonic to analyze all our music."
Vicki Isip, VP of Marketing
Interested in learning more about how Veritonic research can help you develop or test your sonic brand?
Contact us.
About Veritonic Veritonic is the industry’s leading competitive, testing, and performance solution for audio. The preeminent platform provides marketers, brands, and agencies with comprehensive data and insights to support and optimize their streaming audio, podcast, and radio advertising strategies. With competitive intelligence, creative measurement, campaign performance and brand lift capabilities, the Veritonic platform is the industry’s most trusted, feature-rich solution for audio advertising optimization.