Euronics boosts ROAS through biddable audio and geotargeting on Spotify Ad Exchange
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Discover how leading electronics retailer Euronics improved ROAS and optimized its media mix by shifting from traditional channels to programmatic audio via the Spotify Ad Exchange and Google’s demand side platform, Display and Video 360.
The Facts
Brand vertical: Retail (Consumer Electronics)
Agency: Dentsu Italia
Campaign objective: Consideration & Conversion
Target audience: Adults 18+, Italy
Market: Italy
Activation channel: Spotify Ad Exchange
Formats used: In-Stream Audio
The Objective
Euronics, a titan in Italy’s consumer electronics space, needed to break through the noise of a crowded market to drive sales across hundreds of stores. While traditional radio and TV were staples in their strategy, rising competition meant it was time to rebalance. They wanted a more efficient, performance-driven environment to reach audiences across Italy. The objective was simple: prove that digital audio could deliver a higher return on ad spend (ROAS) for their frequent promotional flights versus traditional channels.
The Solution
Teaming up with Dentsu Italia, Euronics turned to the Spotify Ad Exchange and Google Display & Video 360 to activate a programmatic, data-led audio strategy to run alongside traditional radio and online video. They didn’t need to reinvent the wheel—the team streamlined their creative workflow by repurposing existing radio assets, allowing for fast activation and consistent messaging.
Through biddable buying Euronics could optimize in real time, shifting budgets dynamically to maximize efficiency throughout each flight. And to ensure the ads hit home, they used geolocal targeting to deliver audio ads proportionally across regions, perfectly matching the brand's heterogeneous store footprint across Italy.
Listen to Euronics' audio ad:
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The Impact
28%
ROAS vs. traditional radio (2024)
6.6%
ROAS vs. online video (2024)
+15pp
additional ROAS lift in 2025
The results, validated through Dentsu’s Marketing Mix Modeling (MMM), were a clear win for digital audio. In 2024, Euronics saw a +28% ROAS compared to traditional radio and a +6.6% ROAS compared to online video—while in 2025, the brand achieved an additional 15-percentage-point lift in Spotify ROAS, further widening the gap against traditional media.
By reallocating investment based on these data-driven insights, Euronics successfully achieved higher ROAS, incremental reach, and localized efficiency that traditional channels just couldn’t match.
The Takeaway
Euronics’ campaign proves that for retail brands with a massive physical presence, digital audio can achieve excellent results. By opting for biddable audio on the Spotify Ad Exchange, managed by Google Display & Video 360, Euronics demonstrated how real-time optimization and strategic geotargeting can significantly outperform traditional radio. Adding Spotify to the omnichannel media mix doesn’t just help you find new fans—it can drive impact at both ends of the funnel, from reach to incremental sales.