Affinity’s Transformative Consumer Purchase
Lift Measurement Validates the Incremental Impact of iHeartMedia
& Mattress Firm Podcast Advertising Based on In-Store
Transactions
iHeartMedia, the leading audio company in America and the No. 1
podcast publisher globally according to Podtrac, and Affinity
Solutions (Affinity), the leading consumer purchase insights
company, today announced the results of a pioneering measurement
engagement using deterministic transaction data. The study gauged
the incremental impact of Mattress Firm’s podcast marketing
investments on brick-and-mortar sales.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20230810089410/en/
Mattress Firm’s investments on
iHeartPodcasts lead to a 45 percent lift in incremental sales and
achieved a 4X incremental return on ad spend (ROAS) (Graphic:
Business Wire)
Affinity’s Consumer Purchase Lift leveraged deterministic
transaction data combined with a control and exposed methodology as
the source of truth to remove dependance on proxy metrics like
foot-traffic to forecast sales. The campaign featured a custom
podcast called “Chasing Sleep,” created in partnership with
Mattress Firm, the Spark Foundry Content team and iHeartMedia’s
Ruby Studio. For its inaugural season, the teams brought together a
mix of sleep advisors and everyday people to explore how everyone
from astronauts to newscasters to ultramarathoners prioritize sleep
to perform and live at their best. The podcast incorporated key
brand messaging throughout, complemented with ad placements across
the iHeartPodcasts network. iHeartMedia partnered with Affinity
Solutions to measure sales outcomes over a three-month campaign
period that was based on this custom audio content.
Mattress Firm’s investments on iHeartPodcasts lead to a 45
percent lift in incremental sales and achieved a 4X incremental
return on ad spend (ROAS). The custom measurement study between
iHeartMedia, Mattress Firm and Affinity confirmed, with a high
level of confidence, the connectivity of podcast advertising to
in-store sales. There is proof in the ability of podcasts to move
the needle for brands, beyond online transactions.
“Over 100 million Americans listen to podcasts a month with 80
million Americans listening weekly, which is clear evidence this
‘emerging medium’ has now become a permanent, new part of all of
our media consumption – giving brands access to new and engaging
audiences,” said Brian Kaminsky, Chief Data Officer for
iHeartMedia. “By partnering with Affinity to measure the impact of
Mattress Firm’s digital audio advertising, particularly on their
bottom line, we were able to demonstrate the power of the brand’s
partnership with iHeart to drive sales and strong ROI. We also
gained insights to optimize campaign performance that we are
already applying.”
“Podcasts are the perfect medium for combining Mattress Firm’s
passion for sleep with the power of storytelling,” said Sam
Bennett, SVP of Marketing at Mattress Firm. “The results of this
study unequivocally revealed that an investment in branded content
yields strong results. As we continue to invest in content, we
remain focused on harnessing the power of podcasts to empower,
educate, and inspire our valued audience – while simultaneously
driving business results.”
“It’s all about the power of proof. Brands like Mattress Firm
partner with companies like iHeartMedia with the expectation of
strong ROI,” said Damian Garbaccio, Chief Business & Marketing
Officer for Affinity Solutions. “Until now, success was based on
proxy metrics like reach, frequency, and foot traffic. By using
purchase data like Affinity’s, we can finally go beyond proxies to
provide definitive proof of 'outcomes' from paid media –
purchases.”
Outside of measuring impact, by tapping into the power of
Consumer Purchase Lift measurement, brands can optimize future
media executions to drive superior campaign performance and
business growth on future investments.
For more information about Affinity Solutions' Consumer Purchase
Lift, please visit www.affinity.solutions.
For more information about iHeartPodcasts, please visit
iheartmedia.com/podcasts.
About Affinity Solutions Affinity Solutions (Affinity) is
the leading consumer purchase insights company. We provide a
comprehensive view of U.S. consumer spending, across and between
brands, via exclusive access to fully permissioned data from over
140 million debit and credit cards. This data is transformed into
actionable insights for marketers, consultancies, and financial
services companies to drive market share and revenue growth.
Affinity powers Comet™, a powerful data-led intelligence platform
that enables marketers to effortlessly plan, activate, and measure
media to purchase-based outcomes. To learn more about Affinity
Solutions visit www.affinity.solutions.
About iHeartMedia iHeartMedia, Inc. [Nasdaq: IHRT] is the
leading audio media company in America, reaching over 90% of
Americans every month. iHeart’s broadcast radio assets alone have
more consumer reach in the U.S. than any other media outlet; twice
the reach of the next largest broadcast radio company; and over
four times the ad-enabled reach of the largest digital only audio
service. iHeart is the largest podcast publisher according to
Podtrac, with more downloads than the next two podcast publishers
combined and has the number one social footprint among audio
players, with seven times more followers than the next audio media
brand, and the only fully integrated audio ad tech solution across
broadcast, streaming and podcasts. The company continues to
leverage its strong audience connection and unparalleled consumer
reach to build new platforms, products and services. Visit
iHeartMedia.com for more company information.
About Mattress Firm Mattress Firm, the nation's largest
omni-channel mattress specialty retailer, has been helping solve
America's sleep problems for more than 90 years through our family
of brands. Every one of our more than 6,500 passionate Sleep
Experts are driven by a common purpose: to change people's lives
through better sleep. Whether browsing online or in one of our
2,300+ stores, our highly trained team provides personalized
service and advice to help customers choose the right mattress and
bedding products based on their unique needs. Our expertly curated
selection of products include leading brands such as Beautyrest®,
Nectar®, Sealy®, Serta®, Simmons®, Sleepy's® Stearns & Foster®,
Tempur-Pedic®, Tuft & Needle®, tulo®, and Purple®. Mattress
Firm supports local and national charities through product and
monetary donations and offers employee volunteering opportunities
to serve their communities. No matter the time of night, Mattress
Firm wants to help people get the sleep they deserve. Our Sleep.com
website provides expert advice and helps people explore the health
benefits of quality sleep, and the Sleep.com app provides free
sleep tracking and personalized insights to improve sleep.
About Spark Foundry Spark Foundry is a global media
agency brand within Publicis Media, a key division of Publicis
Groupe [Euronext Paris FR0000130577, CAC 40]. Spark Foundry
harnesses a startup spirit with a powerhouse soul by combining an
entrepreneurial, innovative business approach with the resources,
capabilities, and marketplace reach of Publicis Media, Ad Age’s
2023 “Agency Network of the Year.” The agency leverages
best-in-class industry talent in over 50 countries across the
world, including the USA, UK, MENA, Poland, Australia, and China.
Spark Foundry has received numerous industry accolades, including
Ad Age's 2022 "Media Agency of the Year" and Adweek's 2022 "U.S.
Media Agency of the Year."
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version on businesswire.com: https://www.businesswire.com/news/home/20230810089410/en/
Media: Angel Aristone AngelAristone@iheartmedia.com
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