Blind test on a $500 CPM placement in Tulsa, I was wrong the whole time

I run a small digital shop and one client kept pushing for programmatic audio ads, which I thought was a total waste for a local HVAC crowd. Finally gave $500 to test it in Tulsa for 3 weeks against our usual social retargeting. Audio pulled a 2.1% CTR on the landing page while social sat at 0.8%, plus we got 14 service calls directly tagged from that campaign. The execution was clunky at first but the scale of impressions for that budget surprised me. Has anyone else had a channel they wrote off actually outperform their bread and butter when measured with tracking numbers?

1 comments

Log in to join the discussion

Log In

1 Comment

theas571mo ago

Learned this lesson the hard way too, just with podcasts instead of audio ads. Spent two years telling clients podcast spots were a money pit because "nobody clicks a podcast," then a plumber buddy made me run a $300 test on a local sports pod. Got 9 calls in the first week with a code word. Nine calls off three hundred bucks while I was over there babysitting Facebook ads like they were my kids. My whole "expert take" was just me being too lazy to set up call tracking. I was out here guessing based on vibes while the numbers were sitting right there the whole time.

8