Case Study: a major skincare brand drives incremental sales with Claritas

Audio Advertising Drives Incremental Sales For Major Skincare Brand

A major skincare brand, one of the world's largest manufacturers, needed to understand the direct impact of its podcast and digital audio advertising on driving product sales. The challenge was to accurately measure this channel's performance against others in their media mix. To solve this, the brand partnered with vendor Claritas, along with Audacy and IRI.

Claritas implemented its Identity Graph to track ad-exposed listeners and match their devices to households, enabling a sales lift analysis. The results showed that audio advertising was highly effective: 23% of sales occurred within one week of hearing the ad, exposed consumers spent $0.11 more per store visit, and 52% of purchases came from new customers. This partnership with Claritas provided the accurate attribution needed to optimize the brand's marketing strategy.