Analytics platform Veritonic has launched Veritonic Audio Score, a rating standard for audio creative that includes ads, voiceovers and sonic brand elements. The company says the initiative incorporates an array of audio data in one simple metric, enabling marketers to understand the value of each of their assets relative to others in the market and make more informed decisions about audio creative. 

While the Veritonic platform has always measured audio effectiveness, the new Audio Score incorporates, among other things, substantially more data, second-by-second engagement analysis and context for multi-dimensional benchmarks, it explains. Veritonic, which has been analyzing audio data for more than four years, leverages machine listening and learning to analyze each creative, to predict response and then validate it with a human panel and assign a score. 

Measured on a scale from 1 to 100, the Audio Score combines individual scores for a given audio file’s emotional resonance, memorability (recall), ability to drive purchase of the product and its most engaging aspects. As each creative is tagged for a range of characteristics, clients can then weigh assets against numerous benchmarks to come up with a practical sense of their relative value. 

“We’re proud of how data-forward so many of our clients are when it comes to developing their brand assets, from logos to ad creative,” said Jessica Peltz-Zatulove, partner at MDC Ventures, the corporate venture capital arm of MDC Partners, an investor in Veritonic. “But decisions about audio creative are mostly still based on what ‘feels right.’ Having an evidence-based score that tells them, for example, ‘here’s how my sonic brand stands up next to my competitor’s,’ is guidance that couldn’t come at a more important time considering the market’s growing obsession with audio.”

Veritonic works with media companies including iHeartMedia, Pandora, Westwood One and Megaphone, and brands such as Pepsi, Visa, Bose and Subway.