The Influence of Music on Online Advertising

Abstract

The objective of this chapter is to understand how the use of a particular type of music may or may not capture the attention of the online user when viewing an ad and, perhaps, activate a click and an eventual conversion. An original advertisement was created to support this research and obtaining results through quantitative research in the form of an online questionnaire application. The way music can stimulate attention, memory, familiarity, the coherence of elements, rhythm, and personal tastes was analysed, as was understanding how these concepts interconnect with what the viewer visualises in an online advertising campaign. The ad was published on YouTube because in this social network there is only a short period of time of mandatory exposure of the ad to, consequently, lead to the conversion of the user to a landing page. It was concluded that the music of an online audiovisual campaign can induce the recipient's attention, confirming that the maximum optimization in an online advertising campaign occurs when the coherence of the music with the ad is prioritized.