A new study done for Spotify shows the surprisingly engaging effect of digital audio and ads on the human brain, Axios can report first.
Why it matters: Neuromarketing technology allows brands to "understand more of what is happening inside of the human mind" as users consume different kinds of media, says Jon Gibs, global director and principal data scientist at Spotify.
How it works: Spotify partnered with the neuroanalytics company Neuro-Insight to study how brain activity changed as more than 600 subjects listened to digital audio on the music streaming platform.
What they found: The study found that digital audio was more likely to engage long-term memory for both details and past memories and increase emotional intensity than radio, TV, social media or digital video.
What they're saying: "What we wanted to see was if Spotify was a platform that was great for content, but bad for advertisement, or is it all one experience?" says Samrat Saran, head of client solutions at Neuro-Insight.