Programmatic Audio & Podcasts Lead to Strong Lift in Brand Awareness for Personal Care Brand
Nov 18, 2022- +10pt
lift in unaided brand awareness
- +9.5pt
lift in aided brand awareness
- +14pt
lift in overall opinion of brand
- 13.6%
overall sales lift
The Challenge
A notable male personal care brand wanted to drive awareness and brand preference among audio streamers and podcast listeners; specifically Hispanic males between the ages of 18 and 49. They also wanted to increase brand favorability and brand attributes through unique, high-impact creative.
The Solution
Programmatic audio helped drive scale and efficiency while podcasts provided contextual relevancy to connect with listeners. SXM Media’s solutions helped fill that awareness bucket and allowed the brand to reach listeners in an authentic way.
The Results
Mobile audio and mobile display AV advertising were a winning combination, helping to generate a +10-point lift in unaided brand awareness, a +9.5-point lift in aided brand awareness, and a +14-point lift in brand opinion overall. And what may be most impressive? A combination of in-language creative and optimal frequency levels resulted in a 13.6% lift in overall sales—which was six times higher than the median CPG benchmark.
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