In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are
programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic
Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel
booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open
before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers
could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
Pinterest is tracking to generate $553.3 million this year, an increase of 44% over 2017, and is projected to double that -- crossing the $1 billion mark -- in just two years.