B2B sector should be utilising podcast ads to generate leads and increase awareness. Here’s a look at how Virtuzone did just that!
Quick overview
The Challenge
Increase awareness and generate leads among start-up business owners, B2B profiles, and those with an interest in business-related content within the UAE.
The Strategy
Four-week programmatic audio campaign across Podcasts, WebRadio and Music Streaming Platforms using contextual and demographic targeting. Implementation of attribution tools to measure audio ad listen-through-conversions.
The Outcome
- 90% average Listen-Through-Rate
- 319 homepage visits
- 187 form submissions
B2B Podcast Ads
MARKETING TO BUSINESS OWNERS IN THE UAE
Entrepreneurs, business owners, and professionals don’t just consume business-related content. Yes, they have a corporate job, but their interests go beyond work. Passions span lifestyle, music, sports, tech, entertainment, etc. So when it came to Virtuzone’s campaign to increase awareness and generate leads, audio capability for demographic and contextual targeting made it the ideal solution.
We were challenged with creating an audio campaign that delivers brand uplift, site visits, and form submissions, among expat business owners, entrepreneurs, and B2B professionals living in the UAE. To measure ROI we also needed to implement an attribution solution to track all conversions generated from the audio campaign.
Why Virtuzone chose Audio
This was the first audio campaign for Virtuzone, as the company wanted to diversify its media plan and create a deeper connection with its target audience. Digital audio is known for being a more intimate authentic media compared to others (such as social and digital) because sound is most commonly consumed through headphones, solo, and has an uncluttered ad space. For this highly targeted demographic, Virtuezone needed to stand out in the crowd.
The strategy
To effectively reach the largest pool of Virtuzone customers we took a programmatic approach with demographic and contextual targeting. The 16-second ad and accompanying banner aired for one month across Podcasts, Webradio and Music Streaming networks – targeting Business, Tech, and Entrepreneur enthusiasts.
A look at the results
Virtuzone had a hugely successful campaign – one that perfectly showcases how effective podcast advertising can be at delivering conversions as well as awareness. During the one month campaign the audio delivered:
- 90% average Listen-Trough-Rate
- 319 homepage visits
- 187 form submissions
- Top-performing publisher – Apple Podcasts
- Top-performing categories – Sports and News
Hear from the client
“At Virtuzone, we have built our marketing on the back of strong radio advertising for over 10 years. When the idea of ad placements across podcasts came up, we immediately saw an opportunity to increase our awareness across all the audio waves in the UAE. After running ads for about 4 months, there’s been positive ROI data which has helped us decide to move forward with NBM and digital audio long term – because unlike radio, we have tracked data that really has helped our marketing decision to continue advertising.”
Damian Brennan, Group Head of Marketing, Virtuzone
Hear from us
“The performance we get from audio campaigns compared to video & display campaigns is outstanding. In this campaign specifically, not a single lead was attributed to a click on a companion banner, but all leads were attributed to the audio ad itself. We see here how audio is way more effective with conversion rates – outperforming display & video by far”
Lemya Soltani, Next Broadcast Media Director of Partnerships and Business Development
