SUMMARY

• C.A.P. plays spots combined with a unique sound technology.
• Sound has a proven impact on campaign performance.
• The case illustrates a significant conversion rate increase (+30%) when advertising with sound – compared to no audio usage.

IMPORTANCE OF AUDIO

By running a campaign on C.A.P., brands benefit from a unique directional sound technology to generate maximum impact.

Cyreen evaluated the importance of sound on advertising effectiveness. In doing so, the advertiser produced two spot versions: one spot with audio, one spot without audio. Shoppers were exposed to either of the two spots.
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In order to check for any difference in purchasing behaviour, Cyreen compared the conversion rate of no instore advertising with the two spot versions. The case reveals that the performance of the campaign with sound significantly outperformed the campaign without sound, as well as the conversion rate without C.A.P. advertising. Therefore, combining an instore campaign with sound is crucial when aiming to increase ROI.
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Both, employee and shopper surveys have shown that our sound technology increases the instore shopping experience and is not perceived as disturbing.