Matched Audiences Maximize Digital Audio Ad Performance. Engaging Results From a MAGNA and SXM Media Study

This study is the first of its kind for audio but it incorporates knowledge gained from previous studies on digital video Kara Manatt Executive Vice President of Intelligence Solutions at MAGNA explained quotWe39ve never done anything like this with digital audio testing how the same ad is going to perform with matched versus demographic targetingquot But she added quotIt39s not the first of its kind in the sense that we39ve done similar types of testing with digital video to understand how using these different methods of reaching people can affect ad effectivenessquotThe study used a combination of first party data from participating brands matched against a panel in a clean room and third party data curated by Acxiom Manatt noted that brand customers within the first and third party data were those who have a high propensity to buy in that category thus going beyond standard demographics quotTo me that underscores the uniqueness of the study The whole purpose of the study is to go beyond demographics and the fact that we are not just the age range we are in There39s much more nuance to groups and individuals than the age rangequot Any skew was strictly brand and customer base relatedAmong the key findings Paris explained that quotPeople of all ages are receptive to digital audio ads in general That was a baseline findingquot The study also found that digital audio ads have quothigher memorability and higher aided recall among matched audiences holistically when we compared them to demographic audiencesquot noted ManattquotWhen we break it down by audience types we saw that both first party and third party data sets we used beat out demographics alone When we looked at unaided and aided recall in both of those metrics first party drove the highest lifts in general followed by third party audiences followed by demographic audiences This underscores the finding that memorability is much stronger among matched audiencesquot Paris addedIn measuring the purchase phase quotWe saw some interesting nuances When we looked at people who were specifically new to the category we saw that matched audiences showed a 3 times higher impact on purchase intentquot For her and of particular interest to advertisers quotWe were able to prove that matched audiences are not only more effective they39re also more cost efficient With their ability to drive purchase intent we saw that on a cost per person basis that the match to audiences is actually cheaper or more cost efficient than using demographic audiencesquot Manatt statedquotThis was a study where we confirmed several theories we hadquot explained Paris quotBut for external audiences I think the biggest surprise is the cost efficiency angle herequotFor Manatt creative also impacted the study findings When measuring audience reactions to the ads themselves quotand people are asked how they feel about those ads we found if we can make some tweaks on what we know about these audiences the ads perform much much better Even small tweaks in the creative based on the data used to reach these audiences help make the ads work harder The big finding is making sure that we do our best to customize the creative based on who we39re reachingquotquotThere39s a lot of evidence here for brands to do more exploration when it comes to digital audio If they39re buying digital audio and they39re only using demographics this study will hopefully encourage them to try out first party or third party matched audiences and if they are already using matched audiences this will hopefully encourage them to think more about the creative approach Maybe it39s time to start messaging these audiences uniquely through customized creative if they aren39t alreadyquot Paris concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Matched Audiences Maximize Digital Audio Ad Performance. Engaging Results From a MAGNA and SXM Media Study

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Charlene Weisler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Matched Audiences Maximize Digital Audio Ad Performance. Engaging Results From a MAGNA and SXM Media Study

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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