A recent study conducted by neuromarketing firm Neuro-Insight for Spotify found that digital audio is more likely to engage long-term memory for details and memories of the past than radio, TV, social media or digital video.
The study isn’t peer-reviewed, so it’s not entirely concrete, but it did bring up some interesting data points. The goal of Neuro-Insight is to give brands a better understanding of users’ brain activity as they consume different types of content.
Spotify’s partnership with Neuro-Insight allowed them to study more than 600 topics while listening to various types of content on the platform, including rock music, rap, Latin music, and even advertisements.
The researchers collected data from the subjects’ brains in real time using steady-state topography (SST), a decent tracking method developed by Neuro-Insight founder Richard Silberstein. It measures the brain’s electrical activity and response speed to stimuli.
Silberstein states that SST is able to “highly sensitively tap the speed of different parts of the brain, and thanks to the fact that different parts of the brain are specialized for different functions, we can infer psychological processes.”
The study also concluded that voice-driven music genres such as rap had more involvement and that instrumental and acoustic genres had higher emotional intensity. According to axios“93% of measured brain engagement with the music or podcast content was directly converted to engagement in the ads that followed.”
“We found it was very successful in bringing that engagement to the ad experience,” added Samrat Saran, Neuro-Insight’s Head of Client Solutions.
Spotify said they want to know which ads need to serve you before you know you need them.
“Our goal is to use these kinds of signals to ensure we’re delivering music and podcasts to the user who wants them before they know they want it,” said Jon Gibs, Global Director and Principal Data Scientist.
Read more about the research here.