Have you ever tried to watch a video commercial or advertisement without music? If so, there are few things you may have thought: that it was different due to the silence yet you seemed to like it, or you didn’t care for it at all making it easy to go on with your daily activities never giving it a second thought as to what the commercial was even selling. Ninety five percent of the time the latter happens because music is almost a sure-fire way to create emotions and moods in video advertising.
When it comes to advertisements, music has the power to create better moods in video commercials, as well as to bring a more personal touch to these ads. As a result, it provides a better impact to their target audience, therefore effectively promoting products and services.
While visuals might be appealing to marketers’ target consumers, the use of music in video media advertising tends to create a more lasting impression in consumers’ minds, providing a great chance for companies to build positive brand or company images.
Setting the Mood
Simple video advertisements sometimes could set the proper ambiance when they are without music. Of course, there are some scenes which might be perfectly shot and produced, but music enhances this mood and ambiance in any video media, providing a great complement to these scenes and stamping a long-term impact in the audience’s minds.
Consider this situation: There is a video of a woman who seems to be standing in the middle of crowd. With the video alone, it doesn’t seem to mean anything. There is also a big chance that people would simply forget it, thinking that it is just some boring video. On the other hand, applying music in this advertisement would set a deeper mood – something that would connect better to the target audience. Slow music in this situation would set the mood of sadness, as if the woman is sadly waiting for somebody. On the other hand, upbeat music would set a more positive and outgoing mood, as if the woman would soon do something funny.
Suggesting the Right Emotions
The use of music in video commercials also hints what the audience or the target market should feel when they see these ads. Without music, people are sometimes confused as to how they should react to these ads. Music in video ads makes sure that your desired feelings are conveyed to your audience by suggesting certain emotions. It does not overly push the feeling towards your audience, but it acts as a way to make your audience think about what they should feel as suggested by the music. Music in video media ads, therefore, helps marketers and advertisers to somewhat help tell the target audience which kind of feelings should be felt in these video advertisements.
Evoking More Intense Emotions
Simple emotions found in scenes in video ads can be heightened further with the use of music. A scene of a sad woman would even be sadder with the right music, and can evoke more intense emotions to its viewers. Music can greatly affect the effectiveness of these video media ads because they can make the audience relate to a particular emotion or feeling. Affecting people’s emotions through music will make your advertised product, service or company to be related to a particular strong emotion, such as happy, uplifting, energetic or loving.
Catchy Tunes Tend to Leave Longer Lasting Impressions
Admit it – once in your life, you might have had some music stuck in your head because it was played in some video advertisement. Months or years later, you still remember that particular product, service or company whenever you hear the music. People tend to link music, brands and companies together, which just shows how effective music can be in video advertisements as compared to using only text or visuals. Video media advertising and commercials with music invest in long-term brand or company images in the consumer’s minds.
Video advertisements that tend to be the most effective, almost always balance between the use of audio and video. Music can enhance the audio, and it should offset the video to effectively relay the marketers’ desired messages to their particular audiences.
Some advertisements are better without music, but these are very rare and always depend from case to case. Most of the time, the best advertisements which leave lasting impressions are those with perfect mixtures of audio and video. The next time you watch a video advertisement, consider muting the audio. You will see a different message and effect as compared to watching it with the audio and music.
Follow this link to read actual statistics confirming these findings about video advertisement and video commercials.
David Tower & Associates
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