Croud

Croud is a global, full service, digital marketing partner. Through the seamless connection of data, technology and creativity, we develop strategies for sustainable growth that drives immediate business impact.

London, United Kingdom
Founded: 2011
Staff: 207
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Paid Search
PR and SEO/Search
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SEO Search Marketing
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Timberland
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AMC Networks
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AMC's Shudder and Croud drive brand awareness & ad recall with YouTube Audio Ads

by Alex Stamp

The Challenge

AMC Network’s Shudder were looking for new avenues to increase reach of their customer acquisition activity and improve brand awareness of their horror and suspense channel, Shudder. In early 2020, Google released a new alpha product for audio ads run across the YouTube Music platform. This was a great opportunity using digital audio campaigns to improve brand awareness and ad recall across the US market.

The Croud difference

Croud’s creative team utilized the power of the Croudie Network to develop 15 second audio ads, one with a female voice, and one with a male. The ads incorporated the best performing PPC ad copy into the script and were unskippable. The music and SFX treatment was produced in line with the Shudder product and brand.

The results

YouTube Audio Ads demonstrated an effective, new way to support awareness and reach oriented campaigns while delivering positive brand lift in an audio first format, which were previously not possible on YouTube and YouTube Music.

As a result of this campaign, both Brand Lift 2.0 studies and Search Lift came back with positive results. It managed to reach over 2.8 million audio impressions and drove a significant increase in brand searches. The ad creatives proved effective, with listeners surveyed reporting a higher brand recall and brand awareness compared to the control group.

Results in numbers

• 66% Lift in Ad Recall

• 2.8m Audio impressions

• 488% uplift in Brand Interest on Google Search

Testimonial

“We were keen to test out Google's new alpha project for audio ads and with Croud having an established relationship with YouTube, it was the perfect partnership. Working closely with Croud's creative team, and network of experts, we saw fantastic results and met our targets for both awareness and reach.”

~Mike Strashun, Director of Growth Marketing, Shudder at AMC Networks

Tags

Brand awareness
audiences
AUDIO
Creative advertising
AMC Networks
audio ads

Clients

AMC Networks