advertising week220

If you’ve ever wondered why Siri and Alexa are female voices, some research presented at Advertising Week in New York this week offers some insights that could also be applied to anyone making an audio commercial. Neuro-Insight US worked with Mindshare and it determined gender matters. “Both men and women found female voices more appealing,” said Pranav Yadav, CEO of Neuro-Insight US. “But for more information and detailed information processing they responded more strongly to their own gender.”

But when it came to detailed information, men were 29% more likely to prefer male voices. And women were 21% more likely to prefer a female voice. “And when you started splitting the data by young and old, younger people leaned more toward female voices and older people leaned more toward male voices,” said Yadav.

Neuro-Insight US has previously worked with iHeartMedia to look at how audio and video advertising works together, using the performance of the 2010 action film “The Expendables” trailer as the test material. It put electrodes on two different groups of 50 people. It showed that the audio theater of the mind of a Sylvester Stallone film outperformed the video visual of the movie by more than twice as much. “That is the power of audio, it can drive behavior,” Yadav said. “A little investment can go a long way if you actually know how to use it the right way.” – Frank Saxe