NEW YORK, April 8, 2019 /PRNewswire/ -- Veritonic, the audio effectiveness platform, today released its 2019 Audio Logo Index, an annual ranking of the audio logos of some of the biggest companies in the world. With consumers moving rapidly toward more audio-centric lives, as evidenced by the rise of podcasts, smart speakers and more, brands are increasingly looking to sound to develop deeper relationships with customers, and audio logos are a primary touchpoint.
The best-performing audio logos were from companies within the financial services industry, with Farmers Insurance® claiming the top spot, Nationwide close behind, and Liberty Mutual showing the highest increase in recall.
"We're proud that the Farmers® mnemonic has become a part of pop culture, especially given that we are one of the lowest spenders in advertising in the category," said Leesa Eichberger, head of brand marketing at Farmers®. "As the marketing landscape continuously evolves, sound and our audio logo provide one more touchpoint to engage consumers, and we think ours is especially memorable."
Through a combination of machine listening and learning, and custom panel data, the Veritonic platform quantifies and compares the effectiveness of audio assets like voiceovers, scripts, music, functional sounds, complete ads, and other sonic brand assets. For this report, the platform surveyed more than 1,600 panelists across the US and UK who recorded their feelings about the audio logos, how well they remembered them, and associations that they make with the brand after listening (e.g., "innovative"). A Veritonic Audio Score (overall score) and ratings for individual qualities were calculated for each audio logo by combining emotional response, association, recall, and engagement data.
Other key findings:
- Several brand logos that leveraged their audio signatures at both the beginning and end of ads (instead of just the end), including Honda and Xbox, substantially improved their recall and Veritonic Audio Scores.
- Financial services (including Insurance and Banking) was the highest-performing sector in the US. QSR led in the UK.
- Liberty Mutual's updated audio logo, which repeats its brand name multiple times, improved recall by seven points.
- There is a strong correlation between increased marketing spend/frequency and an audio logo's performance.
"Between voice, sonic tags, smart speakers and much more, my daughter is growing up in an 'audio-first' world," stated Scott Simonelli, CEO and co-founder of Veritonic. "Great brands like these, who understand, now more than ever, how powerfully they can connect to people through sound, are setting the course for smart, strategic businesses to capitalize on the movement."
To get a copy of the Audio Logo Index, visit audiologoindex.com.
Veritonic is the audio effectiveness company — the first analytics platform built specifically to quantify the value of sound. With an easy way to understand which voices, audio logos, music, scripts and functional sounds are most impactful, and to leverage them consistently — in everything from ads to podcasts to smart speaker applications — the world's leading audio platforms, brands and others cultivate deeper relationships with customers in less time.