A recent programmatic media campaign conducted in partnership between Spotify Advertising and RankMyApp highlighted the growing relevance and effectiveness of audio ads in the digital media space. The campaign, whose results were presented at the recent MMA Impact Brazil 2024, marks the launch of RankMyApp’s new business front, called RankMyAds, focused on specialized media.
The Spotify Sparks event, held in September 2023, had already underscored the importance of the Brazilian market in digital audio. Now, the programmatic media campaign operated by RankMyApp in collaboration with Spotify Advertising reinforces the value of audio ads as a crucial component of digital marketing strategies.
Results in Awareness
The campaign reached over 1.3 million audio plays, significantly increasing the brand awareness of the advertiser across various audience segments. Additionally, over 5 thousand clicks were recorded, resulting in a Click-Through Rate (CTR) of 0.40%, reflecting the accuracy and relevance of the content offered to users.
Conversions and ROI
Julio Frassei, Client Partner at Spotify Advertising, emphasized that “the main points to achieve an efficient format for brands are visibility and results in conversion/ROI.” The campaign generated over 144 thousand conversions for the advertiser, including downloads, registrations, and purchases, as well as registering over 16 thousand events, crucial steps in the conversion funnel. These numbers demonstrate a Return on Advertising Spend (ROAS) of 28.75, highlighting the efficiency of the investment.
Data Privacy and the Future of Digital Marketing
Leandro Scalise, CEO of RankMyApp, emphasized the importance of data privacy and compliance with the LGPD. “By integrating innovative ad formats and strictly respecting privacy guidelines, we were able to reach a new level in terms of reach, accuracy, and campaign effectiveness,” Scalise said. He added that adherence to LGPD rules in audio ads campaigns is a growing reality in Brazil, raising quality standards in media operations and future digital marketing initiatives.
For more information on the campaign and additional data, visit the complete Audio Ads Case Study.
