Case Study: International Telephone Service Provider achieves higher CTR and lower CPC with The Trade Desk

Programmatic Audio Outperforms a Direct Audio Buy in A Head-To-Head Test

International Telephone Service Provider wanted to raise brand awareness and drive more unique traffic to its website among a Hispanic audience in the U.S.-Mexico cross-border market, all on a limited budget. To reach this niche audience with premium inventory, the company used Spotify digital audio, testing programmatic audio and direct audio buys side by side.

The Trade Desk helped run a head-to-head test on Spotify using the same audience, geo-targeting, and creative across both buys. The Trade Desk’s programmatic audio delivered 32% better cost-per-click efficiency and a 1.51x higher click-through rate than the direct buy, while also helping the advertiser exceed its overall impression goal.