Samsung selected audio streaming as a way of engaging Texas consumers this summer. It framed its Galaxy S21 and A52 in ways that spoke directly to Texans—for instance, “Battery that outlasts the Texas sun,” and “Value that’s bigger ‘n Texas.” The results were Texas-huge: While audio targeting accounted for 7% of store visits, it took 3% of the budget. And it was 11% more cost-effective than display in driving store visits, and 92% more efficient than online video. And it spoke to Gen Z.
