As digital streaming media matures, consumers and publishers have become interested in short duration ads (i.e., <10 s). However, previous research on memory retention for short-duration ad content utilized video or audio–video experiences where attention is directed toward the ad. Therefore, it is unclear whether this study is relevant to audio-only content, and it is unknown if similar memory retention may be achieved when attention is not directed toward the ad (i.e., incidental memory). To study the incidental memory of short audio ads, participants were recruited to play a driving game while listening to music with periodic ad breaks (pods). Each pod contained a 2, 4, and 8-s ad. Results showed each ad duration was able to leave an impression on both recall and recognition memory. Whereas the duration of the ad generally did not affect incidental memory, ads placed first or last in a pod were remembered best. Together, the data indicates that audio ads less than 10-s are a viable option to raise awareness for brand name, product name and company location. Moreover, these results indicate audio ads may leave an impression even when the listener is engaged in other tasks, such as driving or playing a video game.

中文翻译：

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提高品牌知名度：短音频广告的记忆

随着数字流媒体的成熟，消费者和出版商开始对短时广告（即<10 秒）感兴趣。然而，之前关于短时广告内容记忆保留的研究利用了视频或音频 - 视频体验，将注意力集中在广告上。因此，尚不清楚这项研究是否与纯音频内容相关，并且当注意力不指向广告（即偶然记忆）时，是否可以实现类似的记忆保留尚不清楚。为了研究短音频广告的偶然记忆，参与者被招募来玩驾驶游戏，同时听音乐和定期广告中断（pod）。每个 pod 包含一个 2、4 和 8 秒的广告。结果表明，每个广告持续时间都能够在回忆和识别记忆中留下印象。虽然广告的持续时间通常不会影响偶然的记忆，但放在 pod 中的第一个或最后一个广告最容易记住。总之，数据表明，少于 10 秒的音频广告是提高对品牌名称、产品名称和公司位置的认知度的可行选择。此外，这些结果表明，即使当听众正在从事其他任务（例如驾驶或玩视频游戏）时，音频广告也可能会留下印象。