An e-commerce retailer’s recent six-month audio ad crusade yielded impressive results, as conducted through Upwave in collaboration with Cumulus Media/Westwood One’s Audio Active Group. The crusade used the strength of AM/FM, streaming and sponsorship of Elizabeth the First podcast, narrated through Katy Perry, committed to Elizabeth Taylor’s life and career.
Upwave’s research consisted of surveying a total of 2,109 consumers, dividing them into two categories: 1,004 who were exposed to the campaign and 1,105 who were not. The study focused primarily on women, with 302 exposed and 698 unexposed, as they were targeted by the campaign. The retailer’s crusade.
The study used a pixel from the virtual audio ad server to identify consumers based on their exposure to the campaign. The campaign’s effectiveness was based on five key brand equity metrics: familiarity, logo, consideration, purchase intent, and traffic growth forecasts.
Among the exposed group, the study reported a 33% increase in the number of consumers who said the logo “is associated with all of my favorite stores. “The belief that the e-commerce store “is a logo I trust” increased by 81%. Perhaps most dramatically, they saw a 140% increase by associating the logo with the “best dealers and coupons” offer.
Additionally, for those who were not exposed to the campaign, the exposed organization showed a 54% expansion in logo familiarity, a 31% increase in average logo image, a 37% increase in logo consideration, a 55% expansion. and a 102% increase in acquisition intent.
Marketers presented some of the most productive practices for direct-to-consumer marketers based on the effects of the study. Researchers Les Binet and Peter Field proposed allocating 74% of marketing budgets to logo progression aimed at creating long-term demand. Only 26% are oriented towards early business activation.
Binet and Field also recommend that online brands deserve to focus on getting new consumers to grow, noting that narrow targeting leads to low sales and profits. According to Binet and Field, emotional messages are much more effective than rational advertising on high-traffic online sites. Categories.
A study commissioned from Westwood One suggests that markets where GRP is located saw a significant 16% increase in visits to the retailer’s website, highlighting the importance of ad frequency.