Objective
Octave Audio, a collaborative start-up powered by Bauer Media and News UK, wanted to understand the impact of its audience targeting service on the advertising campaigns of two of its clients: one of the largest music streaming platforms and a major digital bank.
Approach
To understand the impact of its solution, Octave leveraged the Veritonic platform to perform brand lift research on each of the advertisers’ campaigns. To measure the overall impact of each client campaign, metrics such as awareness, favourability, intent, and general perception of the brand were calculated. Additionally, Veritonic’s unique full-flight research approach enabled Octave to gain insight around which specific parts of each individual audio ad creative drove the highest engagement by the exposed audience and which influenced consideration, intent, and recall the most.
Results
Music streaming platform:
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The campaign drove positive shifts in favourable perception and awareness of the platform, raising the amount of listeners that had somewhat or very favourable perceptions about the brand and lowering the amount of listeners that had unfavourable perceptions about the brand.
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The campaign also drove a considerable lift in intent to utilise the particular service by listeners that are already subscribed to the platform but were not using the service being advertised.
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Awareness jumped considerably for non-users. Non-users had very low awareness of the particular service being advertised before being exposed to the campaign.
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The brand saw a double-digit lift in brand favourability for non-users after they were exposed to the campaign.
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Creative insights revealed a high response by listeners for the ad creative being ‘relevant’ and ‘likeable’, especially with messaging about features not available on competing platforms.
Digital Banking App:
- By measuring the exposed audience’s banking habits, market penetration was determined to be quite low for the digital banking app, with nearly 40x the number of listeners using online banking than using this particular banking app. The brand also measured their direct competitors’ market penetration to monitor future shifts should they increase their ad spend.
- Intent to use the service increased across the two target audiences tested after being exposed to the campaign.
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Engagement data showed opportunities to cut parts of the ad creative and shorten the overall ad time to increase attention and brand favourability.
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Mentions of specific rewards with use of the service proved to be the most favourable part of the ad creative for listeners.
Veritonic’s brand lift solution enabled Octave Audio to verify the effectiveness of its targeting solution by measuring an exposed audience’s awareness, favourability, intent and general perception of the brand.
"Campaign performance within the digital ecosystem is often unfairly tied to clicks or completion rate. However, with an immersive medium like digital audio, we are keen to help our clients understand the impact of their campaigns and gain actionable insight for future activity. By partnering with Veritonic, we are able to provide brands and agencies with detailed insights from an independent and respected source.”
Lee Martin, Ad Operations Manager, Octave Audio
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About Veritonic Veritonic is the industry’s leading competitive, testing, and performance solution for audio. The preeminent platform provides marketers, brands, and agencies with comprehensive data and insights to support and optimize their streaming audio, podcast, and radio advertising strategies. With competitive intelligence, creative measurement, campaign performance and brand lift capabilities, the Veritonic platform is the industry’s most trusted, feature-rich solution for audio advertising optimization.