The Power Of Sound

One session that really stood out to us during our Future Trends in Advertising Festival was The Power of Sound.

It was a reminder that, while brands often spend a huge amount of time thinking about how they look, how they sound can be just as important.

In a busy world where attention is hard won, sound gives brands a chance to cut through differently. Screens can be missed. Visuals can be scrolled past. But audio has a way of getting in front of people that other channels simply cannot.

One of the strongest points from the session was that audio branding is not just about creating a catchy line or a memorable piece of music, it’s about building a sound that feels unmistakably yours. That might mean a brand voice, the tone used in your ads, the music running through your content, or the little sounds people come to associate with your brand across different platforms.

Done well, audio branding helps create consistency, recognition, and a stronger emotional link with your audience.

Here’s a little test. Can you fill in the blanks?

• Nothing beats a … holiday!
• Autoglass repair, Autoglass …
• Hi, I’m Barry … !

For many, just a few words can make us recall the background music, the visuals shown, and the overall feel of an advert. Other examples include “Moonpig .com” or how about “FLASH… AAhhh ahhh”, or “you buy one, you get one free, I SAID YOU BUY ONE, YOU GET ONE FREE!”.

We do not move through the world using sight alone. Sound plays a huge role in how we experience things and what grabs our attention.

“We listen for things to look at. We do not look for things to listen to.”

That is what makes audio such a powerful tool in advertising. It can stop people in their tracks, set the tone instantly and make a message stick.

The stats revealed at the festival were hard to ignore. Research shared showed that ads that contained sonic brand cues tested 8.53x more effective than those that contained only visual assets.

In recent years, some of the biggest brands in the world have increased their sonic brand cue budgets, resulting in noticeable increases in brand recall, trust, favourability, and purchase intent. For example, a recent report found that within 12 months of launching its sonic brand identity, Mastercard saw 77% of customers say it made the brand feel more trustworthy. Mercedes-Benz saw a 300% increase in comments referencing the music in its adverts, pointing to stronger engagement and more time spent with content. Meanwhile, Spotify audio advertising programmes have delivered up to a 26% uplift in brand awareness, alongside a 46% increase in favourability and a 51% rise in consideration.

Another big takeaway was how quickly voice-led technology is becoming part of everyday life. With 60% of UK households now owning a smart speaker, brands have a real opportunity to think beyond traditional formats and start exploring more interactive audio experiences. That could mean using audio for commerce, lead generation or simply creating a better brand experience.

And the impact is there to see. The session highlighted that smart speaker interactions can deliver a 1.8x higher perception of ad quality, make brands appear 2x more innovative and drive a 15% increase in purchase intent.

Spotify also recently targeted customers streaming “Chill”, “Sleep”, and “Yoga” playlists by utilising 3D audio ads, which can create an illusion of a specific environment or movement. The results showed a 3.5x increase in ad recall and a 1.8x increase in brand awareness.

For brands looking to future-proof their marketing, using the latest technology feels like an opportunity worth taking seriously.

1. Get the voice right: Make sure your sound reflects your brand. Tone, pace, and style all matter.
2. Think beyond one channel: Audio is not just for radio. It should work across social, video, streaming and more.
3. Match the moment: Consider where and how people are listening. Context matters just as much as the message.
4. Write for the ear, not the eye: If it does not sound natural out loud, it will not land.
5. Explore immersive audio: Think about how your sound could work in more layered or 3D environments.
6. Make it personal: Where possible, tailor audio experiences to different audiences and preferences.

“Audio branding is one of the most effective ways to cut through. It goes far beyond a jingle. It is about building a distinct sound around your brand, from voice and music to sonic logos and even the small audio cues people come to recognise. When built into your strategy from the start, it creates consistency and adds real emotional weight across every touchpoint.

That emotional impact matters. If you can make someone feel something through sound, you are far more likely to build loyalty. Research shows there is a 65% chance of a mood shift when people hear a positive audio cue, making sound a powerful tool for connection, not just awareness.

It also plays a key role in where things are heading. With 60% of UK households now owning a smart speaker, voice is becoming a bigger part of everyday life. Brands that lean into this are seeing stronger results, including higher perceived ad quality, increased innovation scores, and a lift in purchase intent through more interactive, conversational experiences.”

There was plenty of brilliant insight across the day in Leeds, and we will be sharing more from the festival soon. If you were there, thank you again for joining us. If you could not make it, we hope this gives you a useful snapshot of one of the sessions that really got people talking.

And if you are thinking about how audio could play a bigger role in your brand, we would love to chat!

connect@bondedagency.com

The Bonded Team