Rickard Squared partnered with a leading tech company to launch their first podcast advertising campaign. Initially, the strategy focused on specific podcasts believed to align with the client’s target market. However, the campaign lacked geographic targeting, performance metrics, and data capture, resulting in limited backend results beyond a few form fills.

As the campaign evolved, we shifted the focus from individual podcast content to targeting specific personas—tech enthusiasts, business professionals, and adventurous individuals—across diverse podcast genres. Leveraging advanced tools like the ArtsAI pixel, we tracked and matched podcast listeners to the client’s website visitors, enabling deeper insights. We introduced designated market area (DMA) targeting to refine audience reach and implemented robust reporting, delivering detailed metrics by DMA, creative asset, podcast type, persona, form fills, and ArtsAI matches.

To measure success, we developed an innovative performance metric: eVM (expected website visits per thousand impressions). This allowed us to integrate campaign metrics into the client’s attribution model, securing credit for a tangible return on ad spend. By combining data-driven insights, advanced targeting, and comprehensive reporting, we transformed podcast advertising from a basic effort into a sophisticated, results-driven strategy that delivered measurable success.