IONOS boosts awareness and clicks with an audio and video campaign
Web-hosting company IONOS served a mix of audio and video ads for a full-funnel campaign on Spotify to drum up impressions and website traffic—all while making the most of their existing creative assets.
- 0.38%
Audio CTR
Compared to Spotify's benchmark of 0.22% - 1.21%
Video CTR
Compared to Spotify's benchmark of 0.74%
Media mix:
Brand vertical: IT
Objective: Awareness, Clicks
Target audience: Small to Medium-Sized Businesses, Designers and Developers
Market: United Kingdom
Flight length: 10/10/2023–12/31/2023
Activation channel: Ads Manager
Format: Audio, Vertical Video, Horizontal Video
The Brief
IONOS came to Spotify with a clear objective: Build brand awareness and boost website visits from small- and medium-sized businesses, designers, and developers. The brand sought to increase reach and product consideration while keeping a close eye on ad frequency to avoid overwhelming their audience with repetitive messaging.
The Solution
IONOS set up two campaigns using audio and video creative that was already airing across TV and radio. By repurposing existing content, the brand was able to maximise their resources—all while delivering a familiar message to engage their target audience on Spotify.
IONOS optimised their first campaign for delivering ad impressions. After the brand realised Spotify's strength in driving both upper- and lower-funnel outcomes, they launched a second campaign to drive traffic via Spotify Ads Manager's click objective. To prevent ad fatigue, IONOS also implemented frequency caps across their chosen ad formats—an approach that kept the content fresh and engaging.
The Impact
Both audio and video creative saw impressive click-through rates of 0.38% and 1.21% respectively, compared to Spotify's benchmarks of 0.22% and 0.74%. By monitoring internal metrics, IONOS also found that Spotify ads were often seen prior to website visits.
IONOS aims for high brand awareness in parallel with efficient campaign management, so it can be a challenge to find the perfect media mix. With our Spotify campaign, we achieved a very good mix of raising awareness and being performant at the same time.
Juliane Höger
Display & Paid Social Manager, IONOS
The Takeaway
An impactful, multi-format campaign that drives full-funnel results doesn’t need to reinvent the wheel with new creative. Existing audio and video assets can go a long way when it comes to driving awareness and clicks—and help save you time and resources to focus on your business.