Is Your Audio Plan Underperforming?

Andy Lipset, CEO

Pierre Bouvard and the Audio Active Group at Westwood One just released new research that reinforces a few of the things that we advise clients on at Resound: in audio, branding early and often is critical.

Here’s what that means:

- Mentioning your brand within the first two seconds of every audio ad
- Include five or more brand mentions in a 30-second spot
- In video ads, audio does the brand recall heavy lifting
- Use a melodic jingle or sonic logo that literally sings your name

When brands follow these best practices, they see stronger purchase intent, higher brand lift, and better attribution.

When they don’t? Even the best media plan can’t save weak creative.

As an audio-exclusive agency, we built Resound on this understanding. We unite strategy, creative, and media under one roof - because effective audio isn’t just about where your ads run; it’s about how your brand sounds.

We also know there are other creative elements that can impact performance - tone, pacing, structure, consistency - which is why one of our core offerings is the Audio Audit. It helps brands evaluate how their sound performs across all audio channels - AM/FM, podcast, streaming, satellite, video - checking for:

-Early and frequent branding
-Consistent sonic identity
-Creative alignment with attribution goals

If you’re curious whether your current audio creative is truly optimized, reach out to me - we can talk about doing an Audio Audit on your assets to see where they’re performing well and where there’s room to improve.

When used with intention, audio is one of the most powerful drivers of brand and business outcomes that an advertiser can use.