Pandora Ads Lift Omnichannel Performance on Amazon DSP for a CPG Brand

Whether consumers are listening at home, in the car, at work, or on a walk, audio puts the “omni” in omnichannel. It’s ever-present, fitting seamlessly into any routine—showing up when and where screens can’t. For advertisers, it also solves for the complex media and entertainment landscape where option overload and personal preferences collide.

This case study highlights how one CPG brand drove full-funnel performance with Pandora as part of its omnichannel campaign on Amazon DSP.

The challenge

Like many CPG advertisers, a leading home care brand needed to reach shoppers at key moments to boost lower-funnel metrics. The challenge was reaching new consumers to drive continued sales growth. 

Expanding reach over existing channels

The brand decided it was time to break out of its existing performance channels. Though audio featured consistently in its upper-funnel media mix, this advertiser had yet to leverage the medium for incremental reach in omnichannel campaigns.

When SiriusXM Media announced its integration with Amazon DSP, the brand saw it as an opportunity to access high-value audiences while leveraging closed-loop measurement to prove impact.

The solution

Adding audio to omnichannel campaigns means reaching consumers at more points along the path to purchase while simultaneously adding incremental reach over other media. Simply put: It’s a powerful combination.

For this campaign, the home care brand’s goal was to increase their detail page view rate (DPVR)—a key indicator of ad effectiveness and purchase intent.

Integrating Pandora into an omnichannel Amazon DSP strategy

The brand incorporated Pandora ads into its Amazon DSP campaign—running alongside its established proven channels, including streaming TV, Prime Video, online video (OLV), and display. This approach positioned audio not as a standalone awareness driver, but as a complementary channel designed to enhance performance across the path to purchase.

Unlocking incrementality through audience expansion

Pandora streaming audio plays a critical role in reaching new, incremental audiences. By extending beyond its existing media strategy, the campaign reached new audiences and introduced the brand to net-new consumers.

Pandora delivered: 1

• 75% incremental audience reach 

• Minimal overlap with streaming TV audiences 

Strengthening the omnichannel mix

Rather than replacing existing channels, Pandora enhanced them—delivering additive value when layered into the broader media strategy. Streaming audio’s ability to engage listeners in screen-free environments created new opportunities to influence consideration and drive action.

The results

Pandora streaming audio ads drove traffic to the Amazon Store, increasing DPVR with double- and triple-digit lifts.

Significant lifts in key commerce metrics

The addition of Pandora streaming audio drove substantial lifts: 1

• +128% DPVR when audio was added to OLV and display (national)

• +471% DPVR when paired with streaming TV

• +44% DPVR alongside Prime Video

Driving traffic and purchase intent

Pandora ads helped drive more shoppers to the brand’s Amazon Store—demonstrating its effectiveness as a performance driver.

Get incremental reach with SiriusXM Media

Audio delivers incremental reach over other media and so much more—like stronger engagement, improved efficiency, and meaningful lifts in performance metrics. In the modern 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.

More proof of audio's power