Launching audio ads across podcasts and streaming services and connecting them to real business results like in-store visits is now possible on GroundTruth. In fact, advertisers like Gary’s Quicksteaks, a leading national CPG brand, are already seeing the benefits of running Audio campaigns on GroundTruth Ads Manager, bumping their sales lift by 50% when adding audio to their CTV + Mobile campaign.
Here’s how you can launch a successful audio campaign, maximize its impact, and reinforce your omnichannel strategy for next-level performance.
Why Audio Ads? Why Now?
According to eMarketer, over 228 million people regularly listen to digital audio in the US, and the average US adult will spend 1 hour and 24 minutes per day listening to some form of digital audio. Other industry reports found that 64% of consumers pay full attention to podcast ads and 95% of regular listeners take action after hearing one.
As consumers spend more time listening to podcasts, streaming radio, and even in-car entertainment, audio ads have emerged as an essential part of an omnichannel strategy.
With GroundTruth, advertisers can tie real business results, like foot traffic and in-store visits, directly to their audio ads with a level of precision that is unique in the industry, powered by our proprietary Blueprint Technology.
Step 1: Set Up Your Audio-Targeted Ad Campaign
Getting started with your audio campaign is seamless within the GroundTruth Ads Manager. Here’s how you can set up your audio ads effectively:
1. Select the Right Audio Platforms: Choose between podcast ads and streaming audio ads, or combine both for a more powerful omnichannel approach. Streaming audio offers real-time engagement, while podcasts allow for deeper, more focused content that resonates with loyal audiences.
2. Define Your Target Audience: With GroundTruth, targeting is about more than just broad demographic data. You can target listeners based on:
- Location (state, DMA, zip code)
- Music genres (rock, classical, pop, etc.)
- Podcast genres (business, health, sports, etc.)
- Demographics (age, gender)
3. Refine Your Daypart and Format: Optimize your audio advertising by selecting the ideal time of day (daypart targeting) and the ad position (pre-roll, mid-roll, post-roll).
4. Leverage GroundTruth’s Advanced Reporting: Measure the streaming and podcast ad metrics that matter to you: Listen-Through Rates (LTR), impressions, unique reach, and most importantly, in-store visits driven by your audio ads. You can also see what podcasts your ads have appeared in.
Step 2: Optimize for Omnichannel Success
While audio is a powerful channel on its own, its effectiveness increases significantly when integrated into a cross-channel strategy. GroundTruth allows you to link your audio campaigns with other media channels, like mobile, CTV, or Audience-based Direct Mail. This is the power of omnichannel advertising.
Why does this matter? Because consumers today are constantly moving between different devices and media platforms. By using audio ads alongside other channels, you ensure a more comprehensive reach and consistent messaging throughout the customer journey.
For example, meet John, a busy professional who hears an audio ad during his morning commute, engages with a mobile ad later in the day while browsing his phone, and sees a CTV ad at home while streaming his new favorite show. By the weekend, he visits the store and makes a purchase, completing a seamless, multi-touchpoint customer journey.
Recently, CPG brand Gary’s QuickSteak saw a 30% sales lift at Walmart and Sam’s Club stores by combining Mobile, CTV and Audio on Ads Manager, backed by GroundTruth’s attribution, and a 50% bump when adding Audio to CTV + Mobile.
Step 3: Measure, Analyze, and Optimize
Once your audio campaign is live, GroundTruth’s Blueprint Technology takes over to track the true impact of your ads. Our attribution model not only tracks online engagement but also connects it to real-world behavior, like in-store visits.
- Audio Pixel Attribution: By setting up a GroundTruth conversion pixel on your website, you can track whether users who heard your audio ad visited your site or took specific actions.
- In-Store Visit Attribution: For a more precise measure of success, you can track foot traffic to brick-and-mortar stores directly attributed to your audio campaign. This type of attribution is a game-changer, as it directly links digital ad exposure to tangible results.
Step 4: Scale and Refine
With GroundTruth, you can track the performance of your campaigns in real-time. Whether you want to focus on specific metrics, such as impressions, listen-through rates, or in-store visits, you’ll have the data you need to make informed decisions and optimize your campaigns for better results.
What sets GroundTruth Audio Ads apart from the rest? The combination of:
- Precision targeting based on location, genre, and time of day.
- Seamless integration with other media channels like mobile or CTV.
- Real-world attribution, allowing you to track in-store visits and sales from your audio ads.
- Advanced reporting tools that give you deeper insights into your audience’s behavior and campaign performance.
Ready to Drive Real Business Results with Audio Ads?
With GroundTruth Ads Manager, you can launch, measure, and optimize audio ad campaigns easily. With foot traffic attribution and omnichannel integration, you’ll have all the tools you need to take your media campaign to the next level.
Ready to see how Audio ads can drive Real Business Results? Create an Ads Manager account today and launch your first campaign in minutes, or read more about our audio advertising platform.
