广告中音乐的影响——基于1000余支广告的分析

The impact of musicin advertising Based on an analysis of over 1,000 ads Index IntroductionHow to use music in advertisingFinal thoughts1215Methodology43Our findings6 Introduction The impact of music in our daily lives is undeniable. For years, music has brought peoplefrom different cultures and backgrounds together, transcending language barriers. Therehave beencountless studies about how music provides health benefits, improves mood Research has shown that the limbic system, responsible for processing and regulatingemotions and memory, lights up when people are exposed to music. This helps explain In the cinematic world, music has been used extensively as a tool to aid in theprocessing of visual information. The choice of sound or music during a scene can make Soundtracks play a pivotal role in grabbing attention, setting the scene, evoking emotionsand ultimately creating a more immersive experience for the audience. By adding to the Beyond the storyline, everyone who has seen “Jaws” or “Psycho” can vividly recall thetension created by their iconic music. Franchises like “Lord of the Rings,” “Harry Potter”and “Star Wars” have used music to transport the audience to different universes, We like to say advertisements shouldwork as mini movies, telling shortstories where the brand or product is We set out to answer that with research. Our methodology At Zappi, we developed an annotation tool that can automatically break a video down into itsindividual components, which include: video frame captions, audio transcripts, video objects, Audio objects Video objects Type of sound detectedin given frame Objects and charactersdetected in given frame Descriptions of whathappens in given frame Descriptions of what is beingsaid in a given frame Scene detection Timestamp of when a newscene starts and ends The individual video and audio components can then be processed by the tool in anunbiased manner to create a rich and extensive metadata set, which in turn can be used toautomatically tag the characteristics of any videoto learn about what might drive success For example, through video objects and captions the tool can identify whether there is ananimal present during the video — and use an automated tag about “animal presence” toseparate videos that have an animal from those that don’t. Furthermore, the tool can use the In its rawest form, the audio objectdata unpacks an ad, indicating aprobability of whether music was Audio object data tags Binary TagDefining whether there was music present or not. Scalar TagApplied to ads with music, which identifies how prominent the music is in the ad. We took over 1,000 US TV ads thatwere researched using ourAmplifyad development systemin 2023 andearly 2024 and put them through ourannotation tool. Using audio object Our findings Through this methodology and analysis, we discovered three main findings: However, these ads only containmusic for49% of their durationon average. With60% or moreplaytime required to be classedas “moderately prominent” on ourscale, this means most ads don’t Looking at the performance of all ads,there is no significant difference in overall effectivenessbetween ads that have music compared to those that don’t. In fact, we’ve seen plenty of highscoring ads that don’t use music like the classic“You’re not you when you’re hungry”ad with Music alone doesn’t drive effectiveness in advertising.It’s an important component to creating a powerful ad,but whether or not you include it in your ads depends on 2. Music has a significant impact on levels of emotion However, we found thatmusic presence does have a significant impact on levels and type ofemotionfelt when watching an ad. Ads with at least some musicwithin them saw an averageoverall emotion score of 56%, Additionally, the more prominent the music, the higher on average the overall emotion score;with ads with moderately and very prominent music significantly outperforming others (57% TAKEAWAY Adding music when it fits with your story is a great wayto drive an emotional response with your advertising.We know that when people feel something, ads are 3. More music, more love For our overall emotion metric, we ask respondents to react to ads using emojis to tap intotheir instinctive system one thinking. Emojis depicting a positive emotion contribute positivelyto the overall score, while emojis depicting negative emotions contribute negatively to it. No Asking people to react to an ad in the form of emojis is a great way to measure emotionalresponse as they are interpreted consistently across demographics and used universally in According to Yale University, emojisare well-established, non-verbal andthe world’s fastest growing language. They are a way to ensure that all respondents can participate in an emotional responsequestion without the need to download an app or rationalize an emotional response. Love is the biggest contributor to an ad’s overall emotion score, a