+38% Brand Recall: Building a Sonic Identity Across 6.2M Audio Impressions

Audio branding campaign on Spotify, Deezer and podcast networks

The challenge: a visual brand with no sonic presence

A major FMCG brand had built strong visual recognition but was completely absent from audio-first environments -- music streaming, podcasts, and smart speakers. In a landscape where consumers increasingly engage with ears-only moments, the brand had no sonic signature to capture attention where visual ads simply cannot reach.

Kalithea Media designed and executed a full programmatic audio branding strategy. We helped develop a distinctive sonic identity, then distributed it at scale across Spotify, Deezer, and four leading podcast networks -- all bought programmatically on a CPM model via DV360 and Xandr. Every impression was served in premium, brand-safe listening environments where audience attention is naturally at its peak. The result: 38% lift in aided brand recall and a 95% listen-through rate across 6.2 million audio impressions.

Professional studio microphone for audio branding

Premium headphones for audio content listening

How we delivered results

We built the sonic identity from scratch, then activated it at scale through programmatic audio -- reaching listeners in moments where no other ad format can compete.

Sonic identity and audio creative development

Working with audio production partners, we developed a distinctive sonic logo and a suite of 15- and 30-second audio creatives designed for maximum recall. Each variant was tailored to different listener contexts -- workout playlists, commute moments, cooking sessions -- to match the mood of the moment.

Programmatic activation on Spotify and Deezer via DV360

We served audio ads programmatically on Spotify and Deezer through DV360, targeting listeners by genre preferences, mood playlists, and demographic segments on a CPM model. Precise frequency management ensured enough repetition to build recall without crossing into listener fatigue.

Podcast network integration across 4 networks

We deployed host-read and dynamically inserted audio spots across four leading podcast networks via Xandr, leveraging contextual targeting to align the brand with relevant content verticals -- lifestyle, wellness, and food. Host-read spots drove 2.3x higher recall than standard inserts.

Companion display for cross-format reinforcement

Companion banner ads accompanied audio spots on supported platforms, providing a visual anchor for the sonic message. These drove a 1.8% CTR to the brand's product pages -- turning a branding play into a measurable performance channel.

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Why Kalithea made the difference

Undivided listener attention in premium environments

Audio advertising delivers near-undivided attention -- no ad skipping, no second-screen distraction. We ensured every CPM impression was served in premium, fraud-free environments with verified listen-through. As an independent agency, we selected inventory purely on quality, not platform deals.

Contextual mood and moment targeting

We targeted listeners based on playlist mood, time of day, and content context -- ensuring the audio message landed at the right moment. Morning commute, evening relaxation, weekend cooking: each context received a tailored creative variant.

Cross-platform frequency orchestration

We managed unified frequency caps across Spotify, Deezer, and all four podcast networks to prevent fatigue while hitting the optimal exposure threshold identified in pre-campaign research. This required DSP-level orchestration that only an independent, platform-agnostic team can deliver.