The manufacturer launched a three-month podcast campaign with a large network providing host-read ads across podcasts closely aligned with the target. The network also created a series of brief custom content pieces sponsored by the vehicle model that ran concurrent with the ad campaign.
Working with its technology partner, Signal Hill Insights used a pixel-based study design to capture listening ‘in the wild.’ We administered a 12-minute survey to a sample of listeners identified as being exposed to the ad campaign through digital tagging. A parallel survey was sent to respondents who had not been exposed to the campaign and matched the podcast consumption and demographics of the exposed sample.