ARN today announces the launch of ARN Neuro Lab – the first in-house media research initiative of its kind in Australia.
Backed by a neuroscientific research approach, the ARN Neuro Lab will aim to deliver a better understanding of consumer behaviour and provide new insights about the power of audio to inform better content creation, audience connection and commercial investment.
Led by Research and Neuroscience Specialist, Dr Shannon Bosshard (pictured), and ARN’s Director of Research and Insights, Justin Stone, ARN Neuro Lab will focus on conducting studies and presenting findings to deliver practical ways for commercial partners to maximise impact and connection using audio.
The first study, called Sound You Can See, was conducted across 2020 to explore how audio can influence consumer engagement, mood and attitude towards brands. Among a range of findings, the study showed audio builds strong connections between audiences and brands and hearing an advertisement across two audio formats, such as radio and podcasts, generated a 200% uplift in attention and 134% uplift in memory for the content. Further, audio was shown to enhance the effectiveness of other media and can increase memory for out of home and TV messages by an average of 35%.
ARN’s CEO Ciaran Davis said, “The launch of the ARN Neuro Lab reinforces our ambition to be the leaders in defining audio. It’s the first in-house media facility of its type in Australia and demonstrates our commitment to helping our commercial partners maximise the impact of their investment in audio while arming ARN with a better understanding for how radio, music and podcasts can be used together to meet the audio needs of all Australians.”
The ARN Neuro Lab can be accessed by clients to evaluate and optimise creative impact across radio, music and podcasts. Clients will be able to better plan audio that maximises multimedia effect, understand brand salience in their category, and how audio advertising can influence it.
Dr Shannon Bosshard, Research and Neuroscience Specialist, said, “Launching the ARN Neuro Lab is a career highlight for me. To be able to take my academic interests and put them into action, within an applied setting, is incredibly rewarding. Much of the work we plan to roll out this year will be global-firsts, and will help ARN be at the forefront of audio excellence. The results we’ve seen from our first few projects are encouraging and will further reinforce the power of audio as a means for human connection.”
ARN’s Director of Research and Insights, Justin Stone said, “The ARN Neuro Lab will be a powerful resource for our commercial and content teams alike. We are aiming to give clients a greater depth of customer insight and help to evaluate, then optimise, the content they use to connect with audiences. Combined with our existing qualitative and quantitative methodologies the work we do through the Neuro Lab will give ARN and its clients a significant advantage by delivering an unparalleled understanding of how audio can achieve the results we desire.”
The ARN Neuro Lab will publish findings of the Sound You Can See study and additional research papers next year.
Please login with linkedin to commentARN
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
Toyota Australia and HCLTech have upgraded their partnerships with Cricket Australia (CA) to include displaying their global brands on the iconic Australian playing shirts. Toyota will be the men’s front-of-shirt partner and appear on the sleeve of the men’s and women’s playing shirts, while HCLTech will remain on the sleeve of the men’s playing shirt […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]