Marketers Turn to Big Data to Match Music with Ads

One advantage that video and radio ad formats have over traditional print is sound. More marketers are counting on sound, especially music, to generate an emotional bandresponse in their audience these days. A recent article in Ad Age, which referenced a Millward Brown study on this topic, notes that more marketers are using big data to determine which kind of music to include in their ad.

As more data is collected about consumers, marketers have struggled with the right way to use this information. One growing trend is the identification of music preferences in target audience groups. For example, Ford is working with data from Live Nation and decided to highlight five different bands in an online campaign that looks a lot like a reality show. This effort targets 30-​year old Millennials.  Pop-​Tarts also tapped the Live Nation data for a summer campaign.

Writing for Ad Age, Kate Kaye notes that Columbia Records has turned to its knowledge of the music consumers buy and is assisting marketers who want to give their commercials that extra edge. Russell Wallach, president of Live Nation Network, says that marketers who use data in this way are “taking the personal opinion out of it.”  Marketers no longer have to guess which recording artist or song will make an emotional connection with consumers. Big data can give them the answer.

Ann Green at Millward Brown said that 25% of people who saw a recent Tropicana Farmstand promotion that featured music selected from a database of consumer preferences specifically mentioned the tune that played during the ad. With so many people enjoying the music in a commercial, it’s a safe bet that at least some of them will mention the product to their friends which can then lead to more sales.

Do you think it’s better for a marketer to develop their own jingle or to use part of a popular song to make an impression on consumers?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.