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What is the impact of sounds on the main key performance indicators of advertisement video?

Kempeneers, Jeff
(2023)

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Kempeneers_06001800_2023.pdf
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Details

Supervisors
Nicolas Kervyn
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
This project Master thesis aims to determine the impact of sound on the key performance indicators of online advertisement video. It has been conducted in collaboration with Soundshape, a Belgian company active in sound post-production, and complemented by interviews with different actors involved in the realisation of a marketing campaign. After a theoretical introduction on the state of the art about advertising, media, consumers and the role of music in advertising, the content of the thesis focuses on the internship and the development of an A/B testing for an awareness marketing campaign containing a call-to-action. The A/B testing is articulated around an advertisement video with sound and a soundless advertisement video. This project Master thesis concludes with an analysis of the results about the marketing campaign, recommendations to companies as well as limitations and future research.