How Cinfa unified its audio strategy to maximize reach.
While linear radio has traditionally been a key marketing channel in Spain, audio consumption patterns were changing. Over the past seven years, linear radio's audience reach has declined by 6%, while digital audio has grown, with audio-on-demand and podcasts increasing digital penetration by 7%. This shift is especially notable among younger audiences, a key demographic for Cinfa (ages 25-54) interested in pharma products to combat flu symptoms.
WPP Media developed an audio planning tool that unifies media planning, execution, and evaluation. This tool maximizes audio's incremental reach to targeted audiences beyond traditional radio campaigns.
(campaign budget, target audience,and audience size), the tool generated reach curves for both linear and digital platforms, showing how incremental reach is affected by ad spend or frequency.
calculated the deduplication factor, indicating where linear and digital audiences overlap. This data was used to create a comprehensive campaign strategy, determining the optimal budget split for maximum combined reach cost-effectively.
We recognized that a hybrid strategy, allocating 29% of the budget to digital audio, would achieve greater reach without additional investment. We also used our Media Optimizations tool to optimize ad delivery, ensuring budgets were allocated to high-performing ad placements (completion rates).
The tool's calculations achieved 13.2% savings without compromising performance. By following the recommended strategy, the campaign generated a 20% frequency improvement and a 6.5% boost in ad recall across both linear and digital platforms. Additionally, the hybrid audio strategy generated a 4 percentage point incremental reach with digital audio.
4pp
Increase in digital incremental reach
20%
Rise in frequency improvement
6.5%
Lift in ad recall
