Since Adwanted UK and Colourtext launched Word Count Matters two years ago, we’ve detected a 15% reduction in the average word count of new audio ads entering the Audiotrack database. This signals a really positive change in advertiser behaviour that points towards higher standards of audio creativity in the future! Well done to every brand that’s making a difference!
Word-count really does matter, and you've shown us just how much. The landmark piece of research - produced by Colourtext's Jason Brownlee using data from our Audiotrack system - sent waves across the industry when it was published last year, and has picked up, not one, but two separate awards for its insights into the relationship between ad word-count and effectiveness. While we are honoured to have the research recognised with such accolades, what’s an even more significant achievement is seeing the positive impact it has had on the industry. So many whitepapers go unheeded, but it looks like when we spoke, you listened! When examining the average word-count for commercials distributed through Audiotrack since the beginning of the year (of which there were over 2,000 files) we saw a solid 15% reduction from when we first published the research - hopefully increasing their effectiveness as a result! The success of 'Word Count Matters...' is something we would love to repeat, and Audiotrack - as the UK's premier commercial audio distribution service - has an abundance of data to delve into. We would love for you to get in touch with us if you have any ideas for future research projects. Let us know what you want to know! #Audio #Data #Research