The latest blog post from the Cumulus Media | Westwood One Audio Active Group examines the results of a brand effect study by Upwave of the six-month campaign of an e-commerce retailer that used AM/FM radio streaming and sponsorship of a Katy Perry-narrated podcast about Elizabeth Taylor titled, “Elizabeth the First.” Some of the findings include: 1) those exposed to the digital audio campaign
were 33% more likely to say the brand “partners with all my favorite stores,” 81% more likely to indicate the e-commerce retailer “is a brand I trust,” 140% more likely to associate the brand for offering “the best sales and coupons”; 2) among those exposed versus those not exposed, brand equity measures surged, showing 54% growth in familiarity, 31% lift in average brand images, 37% greater consideration, 102% increase in purchase intent, and 55% growth in customer forecast; and 3) concluded that best practices to power direct-to-consumer marketing effectiveness calls for allocating 74% of marketing budgets to creating future demand (brand building) and 26% to converting existing demand (sales activation), targeting broadly to expand the customer base, employing emotional advertising to build direct-to-consumer brands and drive sales and profit, being known before you are needed, and buying lots of ads in all days and dayparts. See the full blog here.
