Repetition is a fundamental aspect of persuasion. However, the quality of the message must be engaging; otherwise, repeating the same information can be counterproductive. This insight emerges from a recent study by Sounds Profitable titled “Ad Nauseam,” which examines how and why audio advertisements may irritate listeners. The researchers found that 94% of listeners have a high tolerance for advertisements, meaning that in most cases, the presence of one or more ads does not lead to abandoning the content. However, as the Latin adage goes, “est modus in rebus” (there is a measure in things).

Specifically, 36% of individuals choose another podcast if ad breaks occur more than three times. Surprisingly, it’s not the frequency of ads that prompts listeners to leave a podcast, but rather their poor quality. The study highlights that most people find an advertisement intrusive when the volume is too high, the midroll is better than the preroll, or it repeats more than three times. Hearing an ad two or three times is not considered bothersome and can be effective, provided the message captures the listener’s attention and aligns with the content in which it is delivered.

In this context, Audioboost has developed Speakup-Article™, which integrates a patented system for dynamically delivering audio ads within spoken articles at the right moment and with the best content and format. The goal is to capture listeners’ attention without being intrusive or causing ad clutter.