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Bayer Podcast Ads Beat Industry Norms for Purchase Intent, Authenticity

Powered by proof of high-performing creative and precise ad targeting, the pharma giant improves its already high level of consumer trust with its new podcast ads.

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14%

higher score for authenticity

28%

higher score for likeability

19%

higher purchase intent

Objective

Running a new cause-based podcast campaign (Bayer Innovations), Bayer needed to ensure that their ad creative — focused on their brand message, "This is why we science" — would resonate with "open-minded" listeners (e.g., charitable givers). As a pharma company, ensuring that their mission-oriented podcast creative projected authenticity was paramount.

Approach

Results

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