The Situation
Media agency Marketing Doctor, in collaboration with TopRight, developed an advanced audio campaign for their client, Middlesex County. The goal of the campaign was to reach a specific and unique audience and drive them to a landing page, where they could complete a form to request information about relocating their businesses to the area.
The secondary goal of the campaign was to generate form fills and leads from key decision-makers in Middlesex County’s target industries: autonomous technology, life sciences, and food innovation. To achieve this, they ran an audio campaign from September 2024 through January 2025, focused on building brand awareness and driving action.
The Solution
To effectively reach the client’s key audience profiles, AdsWizz set up separate campaigns by DMA (Designated Market Area) to target the autonomous technology, life sciences, food innovation sectors, and business site selectors. The campaigns ran across both streaming and podcast inventory, leveraging AdsWizz’s advanced targeting capabilities to reach highly specific audience segments. This was achieved using a mix of behavioral targeting, podcast contextual targeting, and custom audiences for retargeting.
AdsWizz’s Second Screen retargeting feature was used to re-engage the audience as they moved further down the funnel to learn more about the client’s offering. In addition, AdsWizz’s AudioPixel—an industry-first audio attribution tool—enabled increased visibility, conversion tracking to the client’s homepage, and ongoing campaign optimization. To further enhance targeting, a host-read ad was placed in NPR’s TED Radio Hour, a show that aligned perfectly with the “business decision maker” audience the client was aiming to reach.
The Results
Middlesex County achieved strong campaign results, generating over 304,000 conversions at an overall conversion rate of 1.77%. Notably, half of the individual campaigns delivered conversion rates above 2%. Additional performance highlights include more than 34,000 total clicks and an average click-through rate (CTR) of 0.5%, in line with industry benchmarks for display ads in comparable sectors.
The campaign also achieved an impressive average listen-through rate (LTR) of 95.7%, with the host-read ad on NPR’s TED Radio Hour delivering an exceptional 99% LTR.
The team at Marketing Doctor shared:
“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.
