广告中的音乐：基于1000余支广告的实证分析

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 moodand boosts memory. But music can also have an impact on the way humans process visualinformation. Research has shown that the limbic system, responsible for processing and regulatingemotions and memory, lights up when people are exposed to music. This helps explainwhy listening to upbeat music might evoke positive emotions or make someone morelikely to interpret information positively. 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 makea fundamental difference in how the audience feels about it and interprets what ishappening. 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 theoverall experience, soundtracks help make movies more memorable. 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,immersing them in the storylines. We like to say advertisements shouldwork as mini movies, telling shortstories where the brand or product isthe protagonist. So what impact doesmusic have on advertising? 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 and scene detection (definitions below). Video objectsObjects and charactersdetected in given frame Type of sound detectedin given frameAudio objects Descriptions of whathappens in given frame Descriptions of what is beingsaid in a given frame Timestamp of when a newscene starts and endsScene detection 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 successand in what scenarios. 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 theobject and caption data to tag videos that have animals based on what type of animal waspresent and how long it was present in the video for. In its rawest form, the audio objectdata unpacks an ad, indicating aprobability of whether music waspresent at any given second. Audio object data tags Binary Tag Defining whether there was music present or not. Scalar Tag Applied to ads with music, which identifieshow 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 objectdata we were able to segment adsbased on the presence of musicwithin them. Our findings Through this methodology and analysis, we discovered three main findings: 1. Music does not impact ad effectiveness Proportion of ads with vs. without music: 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’tfeature enough music to hit themark. In actuality, only 4% of all adstested featured music for more than60% of their duration. 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 withBetty White by Snickers. 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 onwhat experience you’re trying to create and whether itcan add to the story. 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%,while ads with no music at allscored 52% on average. Additionally, the more prominent the mus