The situation
Reaching business decision-makers in industries like life sciences, autonomous technology, and food innovation requires a more targeted approach than broad digital campaigns.
For Middlesex County, NJ, the goal was to connect with a specific group of decision-makers and drive them to a landing page where they could request information about relocating their businesses. The campaign also aimed to reach site selectors evaluating new locations.
Beyond awareness, the objective was to generate qualified leads and form fills, requiring a strategy that could balance precise targeting with measurable performance.
The solution
In partnership with AdsWizz, Marketing Doctor and TopRight developed an audio campaign designed to reach and re-engage highly specific audience segments.
To bring this approach to life, the campaign focused on:
- MediaGeoTargeting to build separate campaigns for autonomous technology, life sciences, food innovation, and site selector audiences
- A mix of streaming audio and podcast inventory, supported by behavioral, contextual, and custom audience targeting
- Second-screen retargeting to re-engage users as they moved further down the funnel
- AudioPixel to track conversions, provide clear visibility into performance, and enable real-time optimization
- A host-read ad in NPR’s TED Radio Hour, aligning with the business decision-maker audience the campaign aimed to reach
This approach created a more connected path from awareness to action, rather than relying on a single touchpoint.
The results
The campaign delivered strong full-funnel performance, generating over 304K conversions at an overall conversion rate of 1.77%, with half of the individual campaigns exceeding 2%.
It also drove more than 34K total clicks and an average click-through rate (CTR) of 0.5%, in line with industry benchmarks.
Engagement was especially strong, with an average listen-through rate of 95.7%, while the host-read ad on NPR’s TED Radio Hour delivered an exceptional 99% listen-through rate.
This campaign was also recognized as an AdExchanger Award nominee.
The impact
- Precision targeting helped reach high-value decision-makers across key industries
- Second-screen retargeting supported a more connected journey from awareness to conversion
- AudioPixel gave the team clear visibility into which tactics drove conversions, allowing for real-time optimization
- Host-read placements in trusted environments drove exceptionally high engagement
According to the team at Marketing Doctor, who led the campaign execution:
“We’ve run into problems in the past trying to efficiently serve programmatic audio to our target audiences. Whether due to limited inventory or lack of quality inventory, we began to question whether it was the right fit for the client. With AdsWizz, we’ve seen great success with both delivery and relevance, and our overall full-funnel campaign performance has benefited from it.”
Despite a general preference for consolidating programmatic efforts under a single DSP, they acknowledged:
“Ideally, we want to have all programmatic efforts under the same roof (DSP) for ease of retargeting, reporting, etc. AdsWizz is our only exception! It has filled a major gap we’ve seen with other DSPs.”
Technology for a sound world.
