Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

How the AA used audio to target and convert customers

The breakdown service provider was able to accurately track and attribute website visits of customers that heard their audio advert.

The situation: 

The Automobile Association (AA) wanted to target the right people at the right time with a message that would drive listeners to their website, promoting its car breakdown cover. Utilising the power of audio, the company wanted to reach its key demographic audience, overlaid with deeper levels of targeting, to reach an audience interested in its car breakdown insurance. The key goals for the AA audio campaign were to create brand awareness and drive listeners to its website.