Music as a Strategic Asset

New IPA research quantifies how sonic choices drive marketing effectiveness

Link to Massive Music

New IPA research reveals how strategic music choices can double marketing ROI. Analysis of 150 campaigns shows the four metrics that drive effectiveness.

Here’s a question worth $300 million: how much is a five-note jingle worth? That’s what Intel’s sonic signature sits on the balance sheet as. Five notes. Not particularly melodic ones either. Yet by 1994, that simple mnemonic had helped push brand awareness from 24% to over 80%. The marketing ROI? Extraordinary.

Most brands know music matters. What they haven’t known until now is precisely how much it matters, and more importantly, which specific characteristics of music actually drive effectiveness. At this year’s IPA Effectiveness Conference, Roscoe Williamson from Massive Music presented research that should fundamentally change how we think about sonic strategy. The headline finding: highly engaging music can boost marketing ROI by an average of 32%. T…