Nestlé UK Drives Incremental Reach with Audio Ads
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Case Study
Nestlé UK Drives Incremental Reach with Audio
Ads
Tags
Display & Video 360
Google Marketing
Platform
The Goals
Position Nestlé KitKat Senses as a premium
gift for friends and family
Reach younger audiences in the UK
Drive incremental reach within existing
digital buys
The Approach
Use programmatic audio to reach new users
when display and video ads aren’t present
Run A/B tests to assess the impact of
including audio ads alongside display and video
The Results
58% incremental reach when including audio
in campaigns
In the spring of 2019, Nestle introduced a new
take on the beloved KitKat bar, the KitKat
Senses. Nestlé and their agency Zenith found
their young consumer audience was often on the
go and could be difficult to reach.
Building off this insight, Nestlé needed to
find ways to these audiences in relevant
environments, like mobile. Nestlé understood
that while mobile usage is at an all time high,
it doesn’t mean that people are always looking
at their phone.
They decided to test audio ads as a way to
reach these consumers. Audio ads allow
marketers to engage people in the crucial
moments when they are actively using their
mobile devices, even when they are not looking
at their screens.
Nestlé’s goals for this campaign were to see if
they could maximize reach through premium audio
inventory and to understand the benefits of
running audio alongside their existing
campaigns. To do this Nestlé used Display &
Video 360 to access Spotify inventory for audio
ads. Zenith then designed an A/B test for
KitKat Senses, where they looked at performance
for a display and video only campaign versus
display and video combined with audio.
By adding programmatic audio to their existing
media mix, Nestlé was able to reach people on
the go with a clear message for consumers to
get their KitKat. The test results showed an
increase of 58% in incremental reach when
including audio in comparison to display and
video only campaigns. The consolidated campaign
also reached 21% more unique consumers by
adding audio.
“With audio ads in Display & Video 360 we
are able to utilize the benefits of
programmatic for audio while reaching new
audiences and consolidating our buys across
audio, video and display with more control.
"
Elen
Brown, Digital Lead, Nestlé UK&I
Based on the success of their consolidated
display, video and audio campaigns, Nestlé is
continuing to include audio in programmatic
buys as a way to drive incremental reach and to
increase their brand metrics.
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