Article
5 min
Consumers encounter countless ads every day, whether scrolling online or passing by digital screens. For marketers, the challenge is clear: how do you cut through the noise and stay memorable? One promising answer may lie in music.
We recently partnered with Acrylic (Techstars 2024), a data-driven platform that matches brands' target audiences with artist fanbases.
Together, we set out to explore an intriguing question: how can the right soundtracks make campaigns not only more engaging but also more cost-effective?
The Experiment: Testing the Power of Music
The premise was simple: could music from real artists outperform royalty-free tracks? To find out, researchers created four identical video ads promoting a dance party in Los Angeles. Each featured the same visuals but used different soundtracks:
Three tracks from real artists.
One royalty-free song from Meta’s library.
The ads targeted a Los Angeles audience, and their performance was measured across key metrics like Cost per ThruPlay, video completions, and engagement rates (CPC and CTR).
What the Data Revealed
The results were striking. Across every metric, ads featuring music from real artists outperformed those using royalty-free tracks. Here’s how:
Cost per ThruPlay
Ads with curated music weren’t just more engaging—they were also more cost-efficient. The best-performing song led to a 32% lower Cost per ThruPlay compared to the royalty-free option, proving that the right music can maximize both attention and budget.
Video Completions (Plays at 100%)
Good music doesn’t just grab attention; it keeps viewers engaged. Ads featuring real artist tracks saw up to 68% more video completions than their royalty-free counterpart, showing how emotionally resonant music can sustain interest.
Engagement Metrics: CPC and CTR
Engagement also surged. The top-performing track delivered a 30% lower CPC and a 39% higher CTR, underscoring the role of music in deepening audience interaction.

Why Does Music Matter in Ads?
This experiment reinforced that music is far more than a backdrop—it’s a critical tool in shaping how audiences connect with content. Real artist tracks, especially those with local relevance, can evoke emotions that drive stronger engagement and better performance metrics.
In a world where personalization matters, music offers a unique way to connect with audiences on a deeper level. Whether it’s a track that sparks nostalgia or one that reflects a local vibe, the choice of music can influence whether an ad is remembered or ignored.
Implications for Marketers
These findings highlight an often-overlooked element of advertising: the strategic use of music. Platforms that enable brands to match their target audience with artist fanbases—such as with Acrylic—offer a way to turn soundtracks into performance drivers.
For campaigns aiming to stand out, investing in music that resonates with audiences isn’t just creative—it’s smart strategy.
About
We’re Insign US, a French-born and US-based agency that specializes in crafting innovative marketing strategies to help brands connect with their audiences.
Acrylic (Techstars 2024) is a data-driven platform that matches brands' target audiences with artist fanbases to trigger higher engagement through better music selection in digital ads.