WINSTAR INTERACTIVE MEDIA

Innovative agency leveraging AdsWizz’s powerful tools

to deliver a successful campaign with better attribution.

WINSTAR INTERACTIVE MEDIA


Innovative agency leveraging AdsWizz’s powerful tool to deliver a successful campaign with better attribution.

Winstar Interactive Media
Winstar Interactive Media

THE SITUATION

A destination marketing service wanted to increase traffic to their website and ultimately increase the number of visiting tourists to Scottsdale, AZ.

The destination marketing service worked with Winstar Interactive Media, a digital marketing agency, to help them develop audio ads and track conversions on their website. Winstar tapped into AdsWizz audio-centric buying platform, AudioMatic, and its newly developed Audio Pixel technology. Audio Pixel is the first end-to-end attribution solution for audio advertising that lets advertisers and publishers truly measure the success of their ad campaigns.

THE SOLUTION

To achieve the marketing service’s goals, Winstar used several of AdsWizz’s powerful tools, including dynamic ad insertion, second-screen retargeting, and Audio Pixel. Winstar decided the best approach was to run a brand awareness campaign with a mix of digital audio and podcasts targeting a Chicago-based audience currently or recently looking for travel destinations.

Targeting strategies

  • Geotargeted cold climate DMAs with direct flights to Scottsdale
  • Selected DMA with significant audio reach and frequency
  • Used behavioral segments: HHI $250K+; Interested in luxury travel
  • Selected a mix of RON, premium and podcast audio inventory
  • Re-targeted exposed users with a second screen banner ad

Creative Versioning
The campaign consisted of three different creatives, all utilizing weather segments that were triggered by specific temperatures. So, if it snowed, a listener would be delivered a personalized ad referencing the current snow condition. The creative that ran during a blizzard mentioned that “while the rest of the city deals with Snowmageddon, you’ll bask in 72-degree weather.

Attribution Technology
AdsWizz’s AudioPixel was placed within the audio ad, companion ad, and across the marketing service’s website. The granularity of tracking showed what specifically interested the listener by which web pages they visited. A majority of websites visitors flocked to the events, activities, dining and golf pages.

THE RESULTS

By incorporating the Audio Pixel into the campaign, Winstar was able to show a 215% increase in CTR for podcast ads, and a 253% increase in CTR for digital audio ads.

Audio content is predominantly consumed in a mobile environment, and because of that it’s hard to define true click-throughs, instead of someone accidentally hitting the ad. With Audio Pixel, Winstar was able to efficiently track the effectiveness of audio ads and shed light on non-click conversions that would have otherwise been attributed elsewhere.

THE SITUATION

A destination marketing service wanted to increase traffic to their website and ultimately increase the number of visiting tourists.

The destination marketing service worked with digital marketing agency, Winstar Interactive Media, to help them develop audio ads and track conversion on their website. Winstar tapped into AdsWizz audio-centric demand-side platform, AudioMatic and its newly developed Audio Pixel technology, which offers a solution to allow agencies to track conversions in real-time.

To achieve the marketing service’s goals, Winstar used several of AdsWizz’s powerful tools, including second-screen retargeting, dynamic ad insertion, and attribution methodology.

THE SOLUTION

The destination marketing service planned to target one DMA at a time, starting with a one-month campaign in Chicago, Illinois. Chicago was selected for the first campaign for a few reasons:

  • When Chicago was faced with cold weather, the destination was nice and warm, and non-stop flights were available between the two locations.
  • The audience demographics for that region matched their targeting parameters – people who had a household income (HHI) of $250K+ and were interested in destination travel.
  • In addition to the audience segments specific content/genre categories were blocked, such as Religious & Spiritual, Political & Government, News, and Controversial.
  • The amount of audio ad availability in Chicago was significant and could provide enough reach for their desired outcome.

Retargeting
Audio ads for this campaign were delivered via podcasts and streaming stations – iHeart Radio, TuneIn, Katz, CBS Radio, COX Media. Display ads were retargeted using device IDs – through integrations with Beeswax – and could be seen across desktop and in-app displays. Going with an “audio first, display second” methodology not only increases reach, but reinforces conversion.

Creative Versioning
The campaign consisted of three different creatives, all utilizing weather segments that were triggered by specific temperatures. So, if it snowed, a listener would be delivered a personalized ad referencing the current snow condition. The creative that ran during a blizzard mentioned that “while the rest of the city deals with Snowmageddon, you’ll bask in 72-degree weather.

Attribution Technology
AdsWizz’s AudioPixel was placed within the audio ad, companion ad, and across the marketing service’s website. The granularity of tracking showed what specifically interested the listener by which web pages they visited. A majority of websites visitors flocked to the events, activities, dining and golf pages.

THE RESULTS

By incorporating the Audio Pixel into the campaign, Winstar was able to show a 215% increase in CTR for podcast ads, and a 253% increase in CTR for digital audio ads.

  • For digital audio ads, 2.6 million impressions were delivered, returning 5.2k clicks, and 11.5k non-click conversions on the website.
  • Within podcasts, 1.34 million audio impressions were delivered, returning 2.5k clicks and 6.4k non-click conversion on the website. Podcasts generally have a higher CPM than digital audio, but the format and attractive audience (educated, wealthy and more engaged) lend to better performance.

Audio content is predominantly consumed in a mobile environment, and because of that it’s hard to define true click-throughs, instead of someone accidentally hitting the ad. With Audio Pixel, Winstar was able to efficiently track the effectiveness of audio ads and shed light on non-click conversions that would have otherwise been attributed elsewhere.

Want to learn more? Find out what AdsWizz can do for you!

Want to learn more?

Find out what AdsWizz can do for you!