Adding Audio to an RMN Drives Incrementality and ROAS for a CPG Brand

Looking for incremental reach that drives lower-funnel action? Then you should combine the first-party data of retail media networks (RMNs) with the anywhere, anytime reach of digital audio. 

RMNs are booming—and for advertisers, they offer a direct way to reach shoppers where they already buy. Digital audio extends that impact beyond retail sites and apps, letting you reach those same shoppers throughout their day—as well as new and different shoppers. With incremental reach and more room to tell your story, you can highlight benefits, build connections, and drive action.

The challenge

This case study highlights how one CPG brand gained incremental reach and results by adding audio to its RMN campaign.

Increasing sales growth

A leading CPG brand was looking for new ways to drive continued sales growth and household penetration. The brand was already investing in media it perceived to be most effective for lower-funnel campaigns. However, repeated exposure across the same performance channels risked targeting the same shoppers again and again rather than reaching new consumers.

Reaching new shoppers

The brand saw an opportunity to combine audio’s scale and engagement with RMN audience targeting and measurement capabilities. Though its previous audio campaigns were aligned to upper-funnel goals, the brand wanted to test audio’s power to drive lower-funnel metrics.

The goal: Expand audience reach beyond existing media while proving audio’s role in driving incremental reach, consideration, and conversion.

The solution

Rather than functioning solely as an awareness channel, Pandora became a strategic extension of the advertiser’s lower-funnel media approach—helping the brand reach consumers in moments when screens were absent, but attention remained high.

Combining Pandora with RMN audience and measurement capabilities

To extend reach and improve campaign performance, we helped the brand integrate Pandora streaming audio into a broader omnichannel media strategy that also included streaming TV, online video, display, and other national media tactics. Using the retail media network’s audience data and closed-loop measurement, the campaign was designed to connect media exposure with shopper behavior both on and offline. And omnichannel measurement capabilities provided visibility into performance across formats, channels, and retail destinations, helping the brand evaluate how audio contributed throughout the customer journey.

Expanding incremental reach through audio

A key advantage of streaming audio is its ability to reach audiences with little-to-no exposure to the brand’s video campaigns. Pandora delivers substantial incremental reach with minimal overlap, helping the advertiser extend campaign efficiency and connect with net-new shoppers.

The results

The campaign demonstrated that audio was not simply additive from a reach perspective—it also amplified performance across other channels, improving shopper consideration and traffic-driving metrics throughout the media mix.

Pandora audio also increased the effectiveness of the advertiser’s broader media investments. By layering audio alongside video and display tactics, the campaign created additional touchpoints that helped reinforce messaging and drive deeper engagement.

Outperforming category peers

The CPG brand’s Pandora campaign significantly outperformed other brands in the same category in the RMN, delivering lower ECPMs (-4%), higher detail page view rates (+100%), and higher branded search rates (+667%). 1 This strong performance demonstrates audio's efficiency and effectiveness for driving consideration.

Amplifying other media while driving higher engagement

Audio worked exceptionally well as part of the brand’s integrated media strategy, creating a powerful multiplier effect across tactics. Exposure to streaming TV and Pandora audio drove 6x higher detail page view rates than exposure to streaming TV alone. 1 And shoppers exposed to all national media types achieved the highest page view rates. These results proved that audio strengthens the brand’s other media investments while building critical mid-funnel consideration.

Delivering incremental reach with minimal video overlap

Pandora audio successfully expanded the campaign’s reach beyond existing video audiences. Only 1.4% of audiences overlapped between audio and video campaigns, demonstrating audio’s ability to efficiently connect with incremental consumers. 1

Driving sales impact beyond a single retailer

Closed-loop omnichannel measurement showed that Pandora audio contributed to strong retail outcomes across both on and offline environments. The Pandora campaign achieved: 1

• $11.60 total ROAS

• $10.19 offsite ROAS

Notably, nearly all attributed sales occurred beyond the retailer’s owned marketplace, demonstrating audio’s ability to influence purchasing behavior across the broader retail ecosystem. 

The takeaway for advertisers

What makes this moment especially exciting is the convergence happening between brand media and commerce media. Traditional commerce tactics—like on-site search and display within ecosystems—have reached a level of maturity. At the same time, emerging channels like streaming audio and podcasts are creating new opportunities for brands to connect upper- and lower-funnel strategies into one unified approach.

Audio sits at the center of this inflection point—helping marketers move beyond siloed media plans to drive true incremental reach, engagement, and sales impact across the consumer journey. And that’s exactly what this study showcases: The power of combining commerce precision with the scale, storytelling, and emotional connection of audio.

Get incremental reach—and results—with SiriusXM Media and RMNs

Audio delivers incremental reach to RMN campaigns and so much more—like stronger engagement, improved efficiency, and meaningful lifts in performance metrics. In today’s retail media landscape, audio is no longer just an awareness play. It’s a powerful driver of omnichannel performance.

We did it for them. We can do it for you. Let’s talk.

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