According to Ella Duda, international strategy director, Sixieme Son, France, the power of sound as a disruptor existed even before COVID-19.
During a presentation at the ZeeMelt conference, she cited a recent study that showed that sonic brand assets surpass visual cues when it comes to grabbing attention. When sonic brand cues are included in advertisements, they’re more effective.
“As marketers, we need to look at what makes visual cues more impactful – it’s mainly sonic cues such as music, voice and sound effects,” said Duda. “We’re not looking at the screen anymore because we have so many screens and...