Digital audio campaign for a nationwide retail chain
A three-day promotional campaign formed part of a broader audio mix. It achieved a 98.5% listen-through rate against a 92–96% benchmark and reached 82,486 unique users.
average campaign listen-through rate
unique users in the target audience
more ad impressions than planned
short promotional campaign
Maximum unique reach in just three days.
The client was a nationwide retail chain running a short promotion. The aim was to reach middle-aged women living in cities quickly and ensure they heard the advertising message.
Digital audio complemented a broader audio mix that included FM radio, adding more precise targeting and measurable ad completion rates.
Audio placements selected to match the audience.
The campaign used the AudioXi RMFon package, covering more than 100 online radio stations and podcasts. The largest share of the plan went to placements with a strong audience fit and high listen-through rates.
High-reach radio brands
RMF FM accounted for 32% of ad impressions and 41% of net reach, with a 99.5% LTR. RMF w pracy delivered 19% of impressions and the highest LTR among the main placements: 99.6%.
Relevant listening environments
The plan was supplemented by RMF MAXX and soft AC stations, including RMF 5 Łagodne Przeboje, Gold, LOVE and Relaks. Their LTR results remained in the 98-99% range.
Local reach and podcasts
Local AudioXi stations accounted for 13.3% of ad impressions. RMF podcasts contributed a smaller share of volume but achieved a 100% LTR, confirming the quality of this placement.
The campaign exceeded its delivery target while maintaining a high listen-through rate.
planned ad plays
delivered ad plays
ad exposures per listener
complete ad listens in podcasts
Strong results came from selecting placements that matched the audience.
Familiar audio brands
RMF placements provided a familiar listening environment for the target audience, helping listeners engage with the audio format.
A short, focused campaign
The three-day campaign worked well for a promotion that needed to build reach and frequency quickly.
Quality control
Programmatic buying made it possible to measure both ad delivery and how often listeners heard the full ad.
An integrated audio mix
Digital audio complemented FM radio, strengthening the overall audio plan.
Recommendations for future campaigns
- Keep RMF FM, RMF w pracy and RMF 5 Łagodne Przeboje at the core of the plan, with around 65% of the budget.
- Increase the share of podcasts: although they delivered fewer impressions, they achieved the highest listen-through rate.
- Reduce investment in stations with a weaker audience fit when the goal is efficient unique reach.
- For a longer campaign of 5–7 days, aim for 3–4 ad exposures per listener.
- Test 15-second and 30-second ads according to the objective and type of promotion.
Related services
Frequently asked questions about digital audio
What is LTR and why is it important?
LTR, or Listen Through Rate, shows the percentage of users who listened to the ad to the end. In audio, this is an important indicator of the quality of the contact because the broadcast itself does not yet indicate whether the message was actually heard.
How does AudioXi RMFon differ from streaming platforms?
AudioXi RMFon brings together online radio stations and podcasts associated with established radio brands, combining familiar listening environments with the precision of digital media buying.
Will three days be enough for an audio campaign?
For a short promotion, yes, provided the plan is focused and well matched to the audience. For brand-building goals, we usually recommend a longer campaign period.
Did digital audio replace FM radio?
No. In this campaign, digital audio complemented a broader audio mix, adding more precise audience targeting and measurement of ad completion.
Planning an audio campaign?
We will define the role of digital audio, FM radio and podcasts to give your campaign a clear objective, the right reach and measurable results.
Let’s talk about your campaign// LET’S TALK
Not sure which media you need yet?
That’s perfectly fine!
We don’t start with a ready-made set of channels. We start with your goals, your data and a conversation about how advertising can help you reach the right people and increase sales.
