Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?

Abstract

This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer’s music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants’ preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad’s background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions.