Digital Audio

Driving Success Across the Entire Marketing Funnel with Audio

Jan 31, 2020
Measuring Success Across the Entire Marketing Funnel

Episode Chapters

2:35 - What is Dynamic Audio? 3:28 - How did StubHub use Dynamic Audio to personalize their campaigns at scale? 7:00 - What should marketers expect when it comes to driving lower-funnel goals with audio and how can other marketers do it effectively? 11:39 - How does measurement help your business become more powerful?

Audio is typically thought of as a way to drive upper-funnel action—brand awareness, message association, and the like. But one burning question still remains: can it drive action throughout the rest of the funnel?

On this Insights Lab Podcast episode, we dig into this very question. Ad Innovation Sales Strategy Director, Kristen Hayashi, chats with Leah Atkinson, Media Lead, Brand & Performance at StubHub, about a recent Dynamic Audio campaign on Pandora. The key to using audio to drive conversion and action, Leah remarks, is recognizing that the line between brand and performance media is blurring. How are you leveraging brand affinity to drive the bottom line?

Key Episode Insights:

  • Audio is an excellent driver of awareness. In a large study with ~140 campaigns, audio drove a 7% lift in awareness and an 11% lift in message association. 

  • Personalize your campaigns and mention your brand’s value prop to boost results. Using different creative for different contexts can be a game changer because it lets you personalize your creative at scale. Moreover, StubHub used language to highlight their specific, unique offerings, contributing to a 7% increase in purchase intent.

  • Consider running brand and performance campaigns simultaneously. Brand campaigns can help improve your performance campaign results. By running both at the same time, StubHub increased the efficiency of their performance campaigns by 2x.

  • Measure all of your campaigns holistically. Consumers are exposed through multiple touchpoints, so a collective measurement strategy allows you to understand the true value of the overall program and individual channels.

For more information about how Pandora can help you achieve your own marketing goals, contact us here!

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