Advertisers are increasingly learning that it’s not exclusively a visual world — and that consumers can also associate positive, enduring experiences with the right sound. Sometimes that even means higher rates of recall, even when brand images aren’t present.

Sonic logos have become a larger part of advertising in the past year, according to sonic branding agency Amp Sound Branding's just-released Best Audio Brands report.

A strong audio identity is more than just a catchy jingle at the end of an ad. It involves audio that can be watermarked into the brand experience. For example, Philadelphia, the Kraft Heinz cream cheese,  has a specific audio element for what it sounds like when you spread its cream cheese on a bagel to bring that sensory experience to life in audio. 

As more brands gravitate to audio advertising, best practices for audio creative are needed to help advertisers optimize their campaigns and keep clients happy, industry experts say. Without benchmarks, the worry is a brand will come to audio for the first time, run an ineffective campaign or use creative that doesn’t align with the target audience and conclude that audio is not scalable.

Execs at ad agencies that specialize in audio say the channel’s efficiency is helping drive an uptick in business for their shops in what may be the start of an audio-first advertising approach for some brands.