Veritonic, Inc.

And so what we did was examine different kinds of in-culture creative that we did across Alma clients and ours.

And we did Veritonic testing and surveyed, um, a pool of listeners across different aspects of the audio creative that resonated with them.

Did they think it was boring? Did they find it entertaining? Um, Did it get them to consider the brand differently? Did it change their perception of the brand overall? And we even studied like certain elements of the audio creative that helped drive that engagement, right? Was it the music? Was it the accent? And so what we had found, and I think the biggest takeaway was obviously in culture creative, and it doesn't necessarily, and I do want to, before I say this statement, do want to define in culture creative.

It could vary of being in language.