Report: Upwave Brand Effect Study For E-Commerce Retailer

RADIO ONLINE | Monday, October 9, 2023 | 11:49am CT

Westwood One

An e-commerce retailer promoted its brand using AM/FM radio streaming and a sponsorship of Katy Perry's Elizabeth the First, the podcast about the outsized life and career of movie star Elizabeth Taylor. The six-month campaign ran from October, 2022 to April. Cumulus Media | Westwood One Audio Active Group retained Upwave, a leader in online brand effect measurement, to study the campaign. This week's blog outlines the following findings from the study.

The podcast and AM/FM radio streaming campaign significantly lifted key brand perceptions. Those exposed to the digital audio campaign were: 33% more likely to say the brand "partners with all my favorite stores," 81% more likely to indicate the e-commerce retailer "is a brand I trust," 140% more likely to associate the brand for offering "the best sales and coupons," 28% more likely to perceive the brand for being "easy to use," and 4% more likely to say the retailer "lets me earn cash back."

Podcast and AM/FM radio worked: Brand equity measures surge among those exposed. Versus those not exposed, each measure of brand effect saw strong increases among those who were exposed to the campaign: 54% growth in familiarity, +31% lift in average brand images, 37% greater consideration, 102% increase in purchase intent, and +55% growth in customer forecast.

Best practices to power direct-to-consumer marketing effectiveness: Allocate 74% of marketing budgets to creating future demand (brand building) and 26% to converting existing demand (sales activation), target broadly to expand the customer base, employ emotional advertising to build direct-to-consumer brands and drive sales and profit, be known before you are needed, and buy lots of ads in all days and dayparts.