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Podcast Advertising’s Impact on Website Traffic and Conversion Rates

The UK’s largest builders’ merchant, Travis Perkins, was interested in testing podcast advertising as an effective way to reach and engage their target audiences. Having only used digital audio sparingly before, the team at Travis Perkins was interested in seeing the impact of podcast advertising in driving traffic to and conversions on their website.

Travis Perkins collaborated with Voiceworks Sport, the home of The Sport Social Podcast Network, to develop four spot ad campaigns over the course of 2023 which were strategically placed within the Sport Social Podcast Network.

The first campaign consisted of podcast ads that promoted their garden and landscaping supplies, as well as ads that promoted their tool hire offering.

The podcast ads ran in two campaigns - one placement in the first campaign, and two placements in the second campaign. Travis Perkins and the Sport Social Podcast Network recruited the help of Veritonic’s Audio Attribution Solution to measure the performance of the podcast campaigns in terms of traffic-driving and conversion rates.

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