Thirty days of digital audio for a retailer
A 30-day digital audio campaign for a retail client, published as four figures: impressions, reach, store visits, and what each store visit cost.
Illustrative imageThe published figures
- Store visits
- 23,419
- Cost per store visit
- $2.95
- Impressions
- 14,799,119
- Reach
- 3,738,264
Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.
The brief
Not recorded. The original shows this campaign as a title and four figures, and we have not written a story for it after the fact.
What ran
A 30-day digital audio campaign. Digital audio means ads in podcasts, streaming music and digital radio.
How it was counted
The original gives store visits and a cost per store visit, which is the useful pair: how many people came in, and what each one cost in advertising. It does not describe how the visits were tracked.
Impressions are the number of times the ad was served. Reach is the number of different people it was served to.
- Audio still earns its place, as cheaper reach alongside the TV. We run podcasts and streaming radio next to the commercial on the big screen, not instead of it.
- Thirty days is short for Connected TV, which needs a runway. A TV plan gets about ninety days, read in order: delivery and frequency, then branded search and direct traffic, then lift.
- Where store-visit measurement is set up, we would report it the way this campaign did: visits, and what each one cost.
Want this for your business?
Tell us your market and your budget. You get a plan and the numbers behind it before you spend anything.