Audio Advertising Drives Incremental Sales For Major Skincare Brand
THE CHALLENGE
One of the world’s largest manufacturers of skincare products sought to understand the direct impact podcast and digital Audio advertising had on driving sales. As a marketer that consistently leverages multiple channels in their media mix, it was critical that a deep analysis was conducted to measure the impact of Audio compared to other channels, and ultimately what drove sales and conversions.
HOW WE DID IT
The skincare company turned to three partners to help solve this challenge. Audacy, Claritas and IRI collaborated to provide an innovative, integrated set of solutions to help CPG marketers effectively launch digital Audio and Podcast campaigns and accurately measure the impact those campaigns had on driving sales.
The brand launched a 24-week Audio campaign across Audacy’s Audio network, reaching targeted audience segments between the ages of 18-65+ with household incomes of $25k-$200K+.
Following the campaign, Claritas, IRI and Audacy conducted a full attribution and incremental lift analysis to determine the Audio campaign’s effectiveness in driving sales of the brand’s skincare products.
Claritas and IRI solutions tracked ad-exposed listeners and their purchasing habits. Claritas’ owned and operated Identity Graph was essential in matching the exposed audience’s devices to residential households to enable Audio CPG sales lift.
THE CLARITAS EFFECT
23% of sales captured within one week of hearing the ad
$0.11 more per visit spent from consumers who heard the ad
52% of the purchases came from new customers
INTELLIGENCE YOU CAN USE
It’s important for CPG marketers to accurately measure the true impact each of their media channels are having on driving online and in-store sales. Having the right partners and an Identity Graph like Claritas’, is essential to accurately tie audience devices exposed to the campaign to online and offline conversion behaviors.
This enables accurate attribution and incremental lift analyses, helping marketers know what’s working, and inform the right optimization strategies.