Global and Nectar360 deliver 133% sales uplift for CPG in first campaign
Goal
Create a precision-targeted digital audio advertising solution, giving CPG brands a direct, measurable link between campaign exposure and retail sales.
Challenge
Advertisers have struggled to connect audio audiences to actual product sales, a problem especially acute for CPG brands lacking a direct relationship with their audience.
Solution
Global partnered with Nectar360 to create a retail media solution, enabling shopping insights to be used for targeting and measuring digital audio. Using InfoSum, brands securely connect to Global's listener data and Nectar360's shopper data to activate shopper segments across Global's radio brands and podcasts via DAX, with closed-loop measurement isolating true sales impact.
Results
The launch campaign with McCain for its new McCain Vibes product generated a 133% incremental uplift in sales for all audiences, rising to an 183% incremental uplift in sales for McCain's core target audience. This closed-loop analysis proved digital audio's direct impact on the bottom line.
