As competition in the home internet space increased, Cox Communications wanted to increase visibility for its home internet offering and reach consumers actively evaluating internet providers. The company aimed to expand its existing advertising strategy with digital audio to reach residential internet customers in targeted zip codes.

To support the campaign, Cox Communications partnered with Dentsu to build a campaign designed to drive stronger listener response.

The challenge was getting listeners to take action directly from the audio experience.

In partnership with AdsWizz, Cox Communications launched an interactive, multisensory digital audio campaign, combining ShakeMe, Second Screen retargeting, and companion banner ads.

ShakeMe, AdsWizz’s motion-activated interactive audio format, encouraged listeners to shake their smartphones or smartwatches to open a web link directly from the audio experience. For this campaign, users were directed to a landing page highlighting Cox Home Internet’s faster and more reliable download speeds compared to competing 5G home internet providers during peak usage hours.

The campaign included:

• Audio ads targeting residential internet customers in specific zip codes
• Second Screen retargeting to reconnect with listeners through display ads across websites and apps
• Companion banner ads to reinforce messaging and drive additional clicks
• ShakeMe interactive audio ads designed to elicit immediate listener interaction

This helped move listeners from awareness to action more quickly.

In Q3 of 2023, this campaign garnered 3M+ impressions, with 8.5k of them being unique user impressions. This campaign achieved a high click-through rate of 2.49% on the companion banner ads, compared to an industry average of 0.46% for display ads. The ShakeMe interaction rate in Q3 was 2.48%, a 300% increase from the previous quarter. From Q2 to Q3, ShakeMe interactions increased by 120.2%, driving more action to their website than ever before.

The inclusion of ShakeMe contributed to the success of this campaign, leading to significant increases in interaction and click-through rates over the course of a three-month period.