EVENT ANNOUNCEMENT
Sentient to Attend ESOMAR Congress as Research Effectiveness Awards Finalist
Dr. Aaron Reid & Dr. Cyrus H. McCandless will present Sentient’s groundbreaking audio advertising research live in Athens.
The ESOMAR Research Effectiveness Awards 2024
Event Overview
Sentient Decision Science will be attending ESOMAR Congress 2024 from September 8th-11th. The four-day event connects insights professionals from around the globe, offering workshops, panel discussions, presentations, and awards. Dr. Aaron Reid and Dr. Cyrus H. McCandless are among those scheduled to speak.
Insights Impact Panel
Monday, September 9th | 12:20 – 13:00
To learn more about the Research Effectiveness Awards process, join Dr. Reid & Dr. McCandless in a panel discussion. This open forum will cover the panelists’ experiences and insights on REA.
Dr. Aaron Reid
Founder & CEO
Sentient Decision Science
Dr. Cyrus H. McCandless
Chief Science Officer
Sentient Decision Science
Audio Alchemy: The Art and Science of Creating Engaging and Impactful Audio Ads
Tuesday, September 10th | 16:45 – 17:00
With the increased popularity of streaming audio, brands must understand how to connect to the consumer without visual storytelling. However, they seldom have insight into how certain variables like tone or taglines impact listener attention, implicit brand perceptions, and depth of memory. So, what is the right advertising recipe for engaging and motivating your audience?
Amazon Ads, the leading provider of advertising services, sought answer this question. Enlisting the support of Sentient Decision Science, the organizations defined the essential ingredients for captivating consumers and delivering conversions. Watch Dr. Reid and Dr. McCandless review these research findings in this 15-minute presentation.
Highlights:
- Analyzed audio advertisements from diverse brands, industries, and lengths using a panel of over 3,500 US participants.
- Developed a scalable, gamified cognitive-behavioral test and established implicit benchmarks for each brand.
- Combined advanced behavioral science with discrete choice modeling to assess audio ads’ ability to engage audiences, create memorable impressions, and drive purchases.
- Enabled Amazon Ads to educate customers, offering brands, agencies, and creative teams tools to optimize audio advertising strategies.
If you’re traveling to the event in Athens, we’d love to connect with you. Contact us at info@sentientdecisionscience.com!
Attend ESOMAR Congress
Registration required for admittance.
Dates: September 8-11, 2024
Event Start Time: 9:00 AM
Location: Intercontinental Athenaeum Athens
More on Audio Alchemy
Audio Alchemy is the culmination of a multi-year research project on audio advertisements. Through in-depth analysis, we answered recurrent business questions like:
- What tone(s) is/are more likely to drive engagement, recall, and purchase intent?
- How do creative recommendations change based on my campaign objectives?
For additional information on this study, read our whitepaper.
By: Mia Noble
Creative Services Specialist
155 Fleet St.
Portsmouth, NH 03801
T: (339) 217-5635
