Exploring Success in Marketing & Advertising

Perspectives From iHeartMedia - Part II

By: Gary Polic

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Gary Polic

In Part I of this article series on iHeartMedia (iHM), we outlined the various media available in today's marketing and advertising landscape. In Part II, we will present ten case studies and their performance metrics.

Our goal is to inspire curiosity and encourage creative thinking within your marketing teams, in the hope of uncovering new marketing opportunities. Please note that the companies involved in each case study have been kept confidential for proprietary reasons.

Let's get started! It is time to think creatively and explore new possibilities in marketing and advertising!

1. Broadcast Radio - Broadcast Radio Drives Substantial Web Lift for Direct Response

Goal: Generate incremental web traffic, leads and sales of the brand's new product offering iHM.

Solutions:

• A four-week broadcast radio campaign across six stations in two key markets;
• Audio creative voiced by iHM's on-air influencers from the markets it aired in;
• The brand leveraged iHM's partnership with Veritone to measure and optimize the campaign's effectiveness in driving incremental web traffic.

Results: +56% Increase in Web Traffic; 715K Attributable.

2. Streaming Audio - Business Increases Sales & In-store Traffic

Goal: Single location business sought to increase daily in-store traffic and sales.

Solutions:

• Launched with a broadcast campaign on three top stations in the market;
• Amplified campaign with streaming audio across multiple genres, such as classic rock, news/talk, oldies and more;
• Drove measurable in-store traffic with location display messages targeted to exercisers, baby boomers, moms, health and wellness consumers, and luxury/affluent shoppers;
• Added custom email campaign to reinforce messaging to ages 25 - 64 within seven miles of the store.

Results: Sales soared during the campaign by as much as 30 - 50%, and clients saw a significant increase in daily in-store traffic.

3. Podcast - Custom Podcast Platform Engages Hard-To-Reach Audience

Goals:

• Elevate a suite of existing business offerings to hard-to-reach business decision-makers;
• Drive brand awareness and consideration amongst enterprise clients.

Solutions:

• Building upon two previous seasons, the brand leveraged their existing podcast platform to reach a new, hard-to-reach audience;
• 10X interview episodes hosted by podcaster and best-selling author, Malcolm Gladwell;
• Cross-platform promotion shared too across digital, social and broadcast;
• Targeted host-read ads served in contextually relevant environments.

Results:

• Drove brand lift amongst new and existing listeners;
• Drove purchase intent + consideration;
• Purchase intent + 11 points higher amongst listeners exposed to the podcast;
• 8% more listeners exposed to the custom podcast agreed.

4. Multi-Platform Campaign - Study Enrollment

Goals:

• Looking to increase participants (ages 50 - 80) and raise awareness with participants' family, loved ones and friends;
• Secondary goals were web lift, form fills and conversions (study enrollment).

Solutions:

• The iHM team created a comprehensive media plan with broadcast (English and Spanish), location-targeted podcasting, streaming and display. Crossix data was used to find the right audience;
• Success was tracked with ArtsAI and Veritone.

Results:

• +1,629 qualified participants secured;
• +1,906 conversions attributed to iHM campaign.

5. Amazon Shopper Suite - Brand Sees 47x ROAS in First Month

Goal: Aid client in closing the loop on their current marketing initiatives by re-targeting to high propensity users on their website.

Solutions:

• Utilized Shopper Suite's unique ability to identify and re-target warm leads on the client's website to complement the client's current marketing mix;
• Amplify messaging to consumers across social media and extended display to keep the client top of mind and influence potential consumers to request an estimate.

Results:

• Total Attributable Estimates (valued at $600 each): $429K;
• Revenue Total Sales ($6,000 avg sale): 158.

6. Streaming Video - iHeart Delivered Incremental Views and Subscribers

Goal: Drive incremental views and subscribers for a video streaming partner.

Solutions:

• iHM created a custom podcast campaign centered around the host-read podcast ads and audience targeting across the iHeartPodcast Network, and Campaign Measurement and Results;
• iHM partnered with Claritas for first-to-market study to track the views and subscribers that the campaign generated and were directly attributable to the iHeartPodcast Network campaign.

Results:

• Lift in incremental views;
• 36% Lift in Incremental subscribers.

7. Targeted Digital Display Geofencing - Campaign Drives Big Results

Goals:

• iHM has performed well for this client in the past, so they turned to iHM when looking to drive brand awareness and in-store traffic to specific retail locations;
• The ability to track in-store traffic helped the iHM team get the business.

Solutions:

• iHM team put together a multi-product digital campaign targeting regulars within five miles from each location, including geofenced mobile location and psychographic podcasting;
• GroundTruth was utilized to track store visits campaign.

Results:

• +1,398 store visits;
• +15,743 clicks on display ads attributed to campaign resulting in .88% CTR.

8. Email - Company Drives LEADS with iHeartMedia Email Marketing

Goal: Complement the broadcast campaign and reach new customers, driving them to the website for more information.

Solutions:

• Extend reach via a hyper-targeted email program. Target consumers who are looking for products/services. Include a strong call to action on the creative to increase qualified leads on website;
• Custom email marketing program delivers hyper targeted emails directly to consumers inboxes.

Results:

• 300+ leads;
• 1,270 visits drove consumers to website;
• Website traffic increased 15.8%.

9. Total Traffic & Weather Network (TTWN) - Company Drives ROI with TTWN and Shopper Suite

Goal: Increase unique visitors to the website and increase the number of return visits from potential customers, which is a strong indicator of intent to buy.

Solutions:

• iHM created a custom on-air and digital campaign built to drive site traffic and return traffic;
• High frequency TTWN messaging was used to increase website visits;
• Campaign was amplified with Shopper Suite, leveraging customized direct mail, email and social to re-engage customers who had visited the website.

Results:

• TTWN High Frequency Messaging Drove Website Visits +300% strong engagement;
• Multiplatform Audio + Display campaign drives results;
• Increase in unique visitors; increase in return site visitation;
• Coupled with iHeartMedia's Shopper Suite, visitors returned with intent.

10. Digital/Audio Display - Register to WIN!

Goal: Business wanted to amplify their broadcast campaign by delivering 1:1 messaging directly to those in the market or soon to be in the market for their product, as well as grow their internal email database.

Solution: Leverage multiple tactics with iHM, all promoting and driving listeners to register to win a prize with optional email opt-in through a digital contest page built and executed by iHM and supported with heavy iHeart Radio, Digital Audio, station ROS display and iHeart Radio Mobile App display.

Results:

• Clicks delivering an above avg CTR of .18%;
• 368 Contest Registrations.

• • •

In conclusion, these case studies and performance metrics offer just a glimpse of what we can achieve. For further details and to take advantage of a complimentary discovery call to uncover how iHeart Media can dramatically boost your Marketing ROI in 2025, contact Gary by phone at (708) 635 - 9522 or by email at garypolic@iheartmedia.com or gary@policconsultantsgroup.com. You can also visit PCG at www.policconsultantsgroup.com.

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