Podcast advertising drives incremental lift for national home furnishings retailer

THE CHALLENGE

One of the country’s largest furniture and mattress retailers was interested in understanding the effectiveness of podcast advertising in driving conversions across multiple KPI’s. As a marketer in the retail category, they historically run campaigns that feature a deep media mix of both online and offline channels. To ensure a continued allocation of marketing budget to podcast advertising, a deep analysis needed to be conducted to show that not only was podcast advertising contributing to conversions, but also an incremental lift to the bottom line.

HOW WE DID IT

The retailer turned to two partners to help solve this challenge. SXM Media and Claritas collaborated to provide an innovative, integrated set of solutions to effectively launch the podcast campaigns and accurately measure the impact those campaigns had across all key KPI’s including the incremental lift in website engagements and purchase conversions.

The brand launched a 4-month podcast campaign across SXM Media’s audio network. Following the campaign, Claritas conducted a full attribution and incremental lift analysis to determine podcast campaign’s effectiveness in driving sales of the brand’s home furnishing products.

-Campaign Period – 4 months
-Ad Placements – 82% of impressions placed across 10 top programs
-Reach – 3.2 million households, half of which were on mobile phones and desktops
-Exposures drove podcast listeners to the retailer’s website
-Conversions were captured across multiple environments including homepage visits, purchase confirmations, email signups, account registrations, finance applications, phone calls, online chats, store location searches and specific product pages