Experian and Bauer Media have demonstrated the commercial impact of audio advertising for Asda, with new campaign measurement revealing a more than 20x return on advertising spend (ROAS), 13% higher transactional spend and 27.5% higher customer retention among exposed audiences compared with a control group.
Working with Asda’s media agency, Spark Foundry, Experian and Bauer Media connected exposure to an Asda campaign running across Bauer Media’s audioXi network with real-world transactional spend data. The analysis enabled Spark Foundry and Asda to move beyond traditional media metrics such as reach, impressions and engagement to understand whether the campaign translated into measurable commercial outcomes.
The measurement also identified which audience groups delivered the strongest commercial returns, providing insight that can be used to inform future audience targeting and media investment.
The analysis used Experian’s privacy-first identity capabilities to connect devices exposed to the campaign to households and match these with Experian’s Transactional Spend Data. Drawing on purchase behaviour across more than 3,500 brands from one in ten UK credit and debit account holders and modelled to represent the wider UK population, the data provides a privacy-safe view of consumer spending without revealing personal or sensitive consumer data.
Experian then combined transactional spend data with its Mosaic consumer segmentation to identify the demographic, lifestyle and behavioural
Debbie Oates, director of customer engagement, Experian Marketing Services UK&I, said: “Advertisers are under growing pressure to demonstrate what their media investment is delivering for the business. Reach and engagement remain important measures, but marketers increasingly need to understand whether exposure translates into changes in real customer behaviour.
“By connecting media exposure with transactional spend and customer intelligence, we can help advertisers understand both the commercial impact of a campaign and the audiences driving those results. For Spark Foundry, this means being able to demonstrate to their client, Asda, not only that audio is effectively reaching and engaging customers, but exactly how that investment contributes to spend, retention and return on investment, and using those findings to make future campaigns even more effective.”
Rosie Dawson, group account director, Spark Foundry, said: “Our first trial of using the audioXi and Experian partnership was a huge success. The granularity of data has been invaluable to understand our target audiences and enhance our use of audioXi moving forwards.”
Charlie Brookes, director of digital, Bauer Media, added: “audioXi gives advertisers access to the scale and diversity of the UK’s digital audio audience, reaching more than 14 million listeners every week. That combination of scale, quality inventory and sophisticated targeting makes audioXi a powerful proposition for brands looking to engage audiences at scale – and, as this Asda campaign demonstrates, to connect that engagement to tangible commercial outcomes.
“By combining our audience reach with Experian’s transactional data, we can help advertisers move beyond impressions and demonstrate the real business value their audio investment is delivering.”
Experian and Bauer Media’s measurement partnership enables advertisers to connect campaign exposure with real-world spending behaviour and customer intelligence. By bringing together identity, transactional data and consumer insight, the partnership helps advertisers understand what their campaigns are delivering commercially and apply those learnings to future media planning.
