Precision targeting boosts consideration and web traffic for popular audio brand

Driving growth through precision and attribution

In a crowded and fast-growing audio streaming market, an audio entertainment brand sought to stand out. The mission: convert non-users already engaged with audio content into new users of their platform. By using Bell First Party Data and activating through SAM (Strategic Audience Management), the brand executed a highly targeted conquesting strategy and then proved its success through attribution and brand lift measurement.

Tuning into audience preferences

The client built a custom audience using Bell First Party Data, focused on adults aged 18+ who:

• Had visited podcast or audio content websites/apps
• Had not visited the brand’s app or site in the past month

This precise segment allowed the brand to reach users likely to convert, without wasting impressions on existing users.

Refining ad reach in audio entertainment

SAM activated the campaign across premium linear TV inventory most likely to engage this niche audience. Exposure on these targeted channels delivered impressive results:

• 4x greater likelihood to recommend the brand
• 5x greater purchase consideration
• Positive brand lift across key brand attributes:
  • 3.7x stronger association with “better value”
  • 2.3x increase in “trusted brand” perception
  • 2.1x improvement in “premium brand” positioning
    

Overall, 42% of exposed audiences reported an improved opinion of the brand, and 36% expressed improved consideration.

Amplifying campaign success with attribution

To go beyond perception, the brand also used Bell Attribution Insights to track real behavioural outcomes, revealing a clear lift in web activity.

• 21% higher likelihood to visit the brand’s website/app among exposed households
• 41.3% of all traffic came from users exposed at least once to the campaign
• 36.8% of the SAM attribution base was exposed at least once
• Exposed households visited the website at a rate 20.6% higher than unexposed

Conclusion

By strategically targeting users of competing platforms, this audio brand delivered a high-impact campaign that drove awareness, improved brand perception, and increased web traffic. Leveraging the full power of Bell First Party Data, SAM, and Attribution Insights, the campaign proved that precise targeting and full-funnel measurement can drive real growth in an increasingly competitive digital space.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.