How Audio Gave An E-Commerce Site 104% Purchase Intent Jump
The current audio-based advertising campaign that ran for six months delivers impressive results, according to research conducted by Upwave in conjunction with Cumulus Media/Westwood One’s Audio Active Group. The campaign made use of the potential of AM/FM, streaming, and the sponsorship of Katy Perry’s narrated audio podcast Elizabeth the First, which is dedicated to Elizabeth Taylor’s life and work of Elizabeth Taylor.
Upwave’s analysis included 2109 people divided into two groups: 1,004 people who were subjected to the campaign and 1,105 who weren’t. The research focused on women exposed to the campaign, with 302 exposed and 698 not exposed due to them being the primary target group.
The study employed an ad pixel on the digital audio server to identify people based on their exposure to the advertisement. The campaign’s effectiveness was measured by five primary indicators of brand equity, including brand image, familiarity and consideration, purchase intent, and forecast of customer growth.
For the exposed group, The study found an increase of 33% of customers saying that they believe the company “partners with all my favorite stores.” The study also found an increase of 81% in the perception that the online merchant “is a brand I trust.” Perhaps the most striking was that consumers experienced a 140% increase in identifying the brand as providing “the best sales and coupons.”
Furthermore, in comparison to the group that was not subjected to this campaign, the group exposed to the campaign had an increase of 54% in brand recognition and a 31% increase in the average image of the brand, as well as a 37% boost in the amount of brand recognition as well as a 55% rise in the forecast for growth of customers, as well as a 102% rise in the intent to purchase.
Marketing experts have provided best practices for direct-to-consumer marketers in light of the findings from the study. The researchers Les Binet and Peter Field recommend putting 74% of the marketing budget into brand development to create demand for the future. Just 26% of the budget should be allocated to immediate sales activation.
Binet and Field also suggest that online companies should focus on attracting new customers to increase their sales, highlighting that a narrow focus usually results in low revenue and profits. According to Binet and Field, affective messages are much more effective than rational advertisements in online-based categories that are crowded.
A study by Westwood One suggested that markets with heavy GRP weights saw an impressive increase of 16% in the number of visitors to the retailer’s website, underscoring the importance of the frequency of ads.